Whichever way a user gets to your shop page, just because they are attracted to your app shop page and download it, it doesn't mean your app marketing has been successful. How to turn users from regular users to loyal users, from downloads to in-app purchases, is something that a successful app must consider.

The importance of retaining users

First of all, increasing customer retention helps to increase the awareness of your app. Users who have a good experience using your app slowly become your loyal users. When loyal customers believe in your brand and your app, they are not shy to share their feedback with others.

Then, as the number of loyal customers who recommend your app through word-of-mouth in app shop reviews, social media or any referral activity increases, more and more consumers begin to associate your brand name with a specific issue or category. This leads to more people searching for your brand name in the app shop when they need it, which organically increases the search volume for your branded keywords.

Why 30 days?

The data shows that 49% of Android apps are uninstalled within a month of being downloaded, with the average app being uninstalled within a day.

The average retention curves for iOS and Android are actually almost identical. When we count 30-day retention, we generally mean 30 days after a user has downloaded and opened the app, and if the user will open the app within those 30 days, then he will be counted as a retained user. Our statistics show that the average retention rate for a 30 day app is 8%, meaning that only 8% of people will come back to open the app from the start of the download to 30 days later, so roughly speaking, once the 30 days are over, you will lose 90 out of every 100 users of your app.

This frightening statistic reminds us that with changing consumer habits leading to ever-increasing psychological expectations and decreasing user loyalty, it is a question to ponder how to attract users back and entice them to remember your app.

In our analysis of user behaviour in uninstalling apps, we found that apps are uninstalled for the following main reasons：

• Not in line with users' psychological expectations.
• Poor user experience with the app (two-thirds of users said they would not continue to use the app and would not use it again if they had a negative experience with it).
• Not enough memory on the phone.

How to improve the app experience and increase user retention

In the first two days of a user downloading an app, during a time when it is very easy to get uninstalled. Our advice is for brands to communicate with users to identify and fix problems, whether through in-app reviews or other means, and to retain as many users as possible in a short space of time when they are aware that the problem can be fixed.

More and more users are saying that they won't give a bad app a 'second chance', so a good user experience is essential and users will 'reward' apps that give them a good experience. One shopping app, for example, realised after advice from the ASOWorld service that creating a personalised experience for new users of the app was important to encourage them to make their first purchase and to stay longer.

They therefore continually optimised the experience and questions that users would have at various stages of the app experience, and the stages at which they could use the right tips and help to solve user problems and make progress. In the end the optimised shopping orientation, from installation to first purchase, resulted in a 70% increase in customer retention.

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Of course for newly developed applications, the primary objective is to attract users and to increase the number of app downloads. Secondly, in-depth analysis of user behaviour is a top priority, and in the absence of data, data can be collected through ASOWorld's service solutions to quickly get research directions and solutions.

For a mature application, user retention becomes vital. Build advanced user groups and make detailed consumer segmentation charts of users through professional data analysis on the customer base you already have.

For example you can filter your users according to their preferences, personality, lifestyle, beliefs etc. and help you optimise your campaigns by sending them messages that meet their needs. You can analyse personality traits to better understand your users and send more relevant communications. Engage your users by continuously customising your services to suit them, ultimately leading to user conversion and retention.