App Uninstall Rate - a ratio of app uninstalls to app installs (daily, monthly, yearly).
Convincing users to download an app is not easy but retaining users and compelling them to be frequent, engaged users is much more challenging. With new channels emerging and with user behaviours changing constantly, if an app doesn't cater to user expectations and requirements then it's more than likely to be uninstalled.
Here, we aimed to help app marketers find ways to reduce uninstalls and have a healthy user base. The actionable strategies below are gleaned from our experiences with Insider's existing partners and based on real use cases.
6 Actionable ways to reduce mobile app uninstall rate
- Fine-Tune the Onboarding Funnel
- Deliver Your Message at the Best Time of Each User
- Gamify your app for maximum engagement
- Improve Poor UX with In-App NPS & Surveys
- Detect Likelihood to Uninstall Before It’s Too Late
- Analyse the Uninstalls and Bring Them Back with Remarketing
Fine-Tune the Onboarding Funnel
According to Retention Benchmarks, 26% of all new users enter the application on their first day. The rate starts reducing on the seventh day, decreasing to 10%. At the end of the first month (30th day), only 4% of users come back to the application.
With such a huge drop in app launches within just a week, it's imperative that you make a good first impression and that your user onboarding experience is flawless. The better the experience, the less likely they are to uninstall.
Make sure you provide adequate value to your users around your core offerings. And ensure the users who purchase an item from the app are then excluded from the onboarding funnel and are instead sent instead down the post-purchase funnel.
Deliver Your Message at the Best Time of Each User
Imagine you have crafted the most beautifully complex conversion push notification funnel in order to attract the users. Insider AI algorithms are capable of automatically sending a push notification at a time when each user is most likely to engage with your app, based on their previous behaviour.
By doing that you’ll increase your conversion rate, retention rate and provide a best experience which improves loyalty.
Gamify your app for maximum engagement
Gamification will excite your app users with a unique experience and the potential rewards of freebies or discounts will give them more reason to come back to your app time and time again.
Improve Poor UX with In-App NPS & Surveys
Users won’t hesitate to uninstall your app if bugs ruin their app experience. Crashes, freezing, constant error pop-ups and slow responsiveness are all serious deterrents.
Feedback is your secret weapon. It can show you which products or features are your strong point and which are weaknesses in your users’ eyes. However, users will only give up their time to give you this valuable feedback if you facilitate a slick and seamless feedback process.
You can collect detailed feedback on your user’s shopping experience with enticing and engaging questionnaires and NPS style surveys.
Detect Likelihood to Uninstall Before It’s Too Late
An AI-based segmentation tool can cluster your users into automated segments like your VIPs or customers who are at risk of uninstalling the app. With these valuable and actionable insights, app marketers can take action to prevent customers from uninstalling the app before it is too late by providing incentives to stay.
Analyse the Uninstalls and Bring Them Back with Remarketing
In order to generate actionable insights, apps need to visualize key metrics that detect problematic areas.
What metrics should you be tracking?
- Total Uninstalls in a given period
- Average Session Count
- Average Session Duration
- Uninstalls by Day Graph
- Uninstalls by App Version
- Uninstalls by OS Version
- Most Uninstalled Device
So while it is possible to bring users back after they uninstall the app, it can be costly. And that’s on top of the money you spent to acquire them in the first place!
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