We had the pleasure of listening to Mariya Yao speak at the MoDevUX conference recently. Her presentation really resonated with us as mobile app developers. Mobile retention is notoriously difficult. 22% of downloaded apps are opened just once. 62% of users stop using the app after one month. So, how do you attract and retain users?
From hearing about an app to actually sticking around and using it, there is one large roadblock that causes many users to leave. It happens between opening the app for the first time and registering. This is called a tactical fail and is a result of three main factors:
Mistake 1: Take before you give
Some apps ask users to go through a lengthy sign-up process before actually offering them a clear benefit. Without showing value, why would users hand over their personal information?
Mistake 2: Make people do extra work
Trying to collect too much information can cost your company millions in sales from drop-offs. Even one unnecessary form field could result in a potential customer losing patience and leaving.
Mistake 3: Tell instead of show
Blah blah blah. Get to the point, right? Really long tutorial screens bore potential new users and waste their time. Apps should be built with the user experience in mind and show how they work intuitively.
We’re wondering what you think! Have we made any of these mistakes with you? Did you find the first time using our app confusing? Give us your feedback by contacting Lisa at firstname.lastname@example.org.
Watch Mariya Yao’s full presentation here!