Keeping users visiting back to your application has become more difficult than ever. Now, it has become crucial for mobile owners to shift their focus from acquisition to retention.
Firstly let’s understand what is a retention rate?
A retention rate is a metric to measure how many users keep on using your application after using it once or twice. If a user uses your application once but doesn’t return to it again, then that drop-off is tracked and mapped to a retention rate. This is a metric that tells you about the app’s churn, and the number of people who left your app entirely.
What is a good retention rate?
Good retention rate depends on various factors like the app’s industry, business model and user base. For some apps, retention is defined in terms of recurring subscriptions, while for other apps, retention is a purchase. It is a job of the product development team to benchmark the retention rate of applications based on the market analysis.
We, at Systango, a mobile application development company based out of London have found that mobile apps have pretty crappy retention rates and the action that qualifies you as being retained varies for each app.
Apart from the action performed by the user, another factor that helps in understanding retention is the type of app. For instance, gaming apps experience high retention rates in the first few days which then declines sharply, while food delivery might see a good app retention rate in a longer period of 90 days but low weekly usage.
Why is it time to shift focus from acquisition to retention?
The acquisition was once considered as the most important metric that defined the success of an app. Mobile app developers and marketers considered the number of users as the strongest pillar of success and worked on various strategies to attract new users. However, with millions of apps in the app store today, brands have realized that it is high time to move beyond the number of app installed and pay heed to in-app behavior for user-engagement and retention. Despite this revelation, there are still quite a large number of brands that are yet to shift their focus from user acquisition to retention.
Systango works on your vision and delivers you an exceptional mobile application that can retain users for the long-term. We stand apart as a mobile app development agency in the UK for delivering our clients with bespoke solutions for diverse use cases.
