How to retain a mobile user in the application? The Top 5 factors that effect retention rates!

The number of active users an app has provides the most insight into how successful the application really is.

This AppsFlyer’s research provides excellent data on D1 & D7 retention rates by the vertical and operating system (study February 2016, reflects H2 2015 data)

Day 1 Retention Rates – Android – Range from 41% to 15%

Day 7 Retention Rates – Android – Range from 22% to 4%

Day 30 Retention Rates – Android – Range from 12% to 1%





Day 1 Retention Rates – iOS – Range from 44% to 10%

Day 7 Retention Rates – iOS – Range from 22% to 4%

Day 30 Retention Rates – iOS – Range from 10% to 2%




This stat begs the question: how can a developer guarantee that their app will retain the users they acquire? Along with a strong ASO strategy, developers can also take preventative measures to increase the likelihood that their users will come back.

1. Functionality and Usability

Any app, whether a mobile or web application, is a product and, just like any other product, requires testing from every angle to ensure its quality and viability. Anything that limits the user experience or prevents the application from fully achieving its intended goal can be considered a flaw.

Let’s see, what testing process are involved in the Mobile App Testing:




Functional Tests

Does the app work?

Performance Tests

Does the app respond quickly and how does traffic affect performance?

Memory Leakage testing

Does the mobile device is using optimized memory for processing?

Interrupt Testing

Which features of the application are interrupted when other action occurs on the phone (SMS/MMS/calls, incoming notifications, battery/cable insertion) ?

Usability tests

Is the app easy to use and does it respond to an interaction as expected?

Installing test

Does app installing, uninstalling, and updating properly without any interruption (user is smoothly and flexibly installing the application)?

Operational Testing

Does the particular back-up and recovery process is working properly and responding as per the requirement?

Security testing

Does the application’s data and network security respond as per the given requirement/guideline?


2. Reward system

Loyalty programs make customers feel appreciated and valued and they want to continue to do business with you. For example, Starbucks accumulate reward points from purchasing food and drinks, to later earn a free beverage or food item.




The fact that it is six to seven times more expensive to attract a new customer than to retain an existing one, it’s no surprise that 65 percent of marketers use a customer loyalty program to boost customer retention and incentivize additional purchases.

Mobile-specific rewards, specialized content access, coupons, special promotions, and other offers will help drive conversions and encourage engagement.

3. Push notifications

Sending push notifications clearly impacts your retention rate. If you can send push notifications in response to unique behaviors, you could increase retention by half of a percent. This is a positive increase, yet you can do even better.

Mobile teams that use tools to understand and predict individual engagement patterns can garner big wins. Using machine learning algorithm-based tools like Optimal Time could result in retention rates almost 7x better by day 30.

Kahuna’s data showed 30-day and 60-day retention rate averages significantly increased as well, with push notifications driving a 125 percent increase for 30-day retention rates, and 150 percent increase for 60-day retention rates.



Push notifications enhance the user experience by delivering valuable personalized messages at just the right time and in just the right place.

Successful apps use several types of push notifications:

  • Time (Google calendar — a user has an event planned);
  • User action (Money transfer, or user made a purchase);
  • Event (Instagram — someone liked your photo);
  • Behavioral push notifications (Hot news; H&M offers of new clothes; “cheer up” notifications that recognize a user’s achievements and etc);
  • Location-based push notifications (when user go to a certain place).

    4. Mobile Personalization

    Mobile personalization is arguably one of the most important aspects of a compelling application. Personalization helps provide a more unique, relevant experience to the user. The more aligned the experience is with a user’s needs and preferences, the more likely they are to continue to use the application




Including the user’s name on screens and in messaging is an easy way to personalize, but diving deeper to ensure push notifications are hyper-relevant to the particular user is where personalization truly thrives.



5. Updates

Regularly updating the app experience with new features and personalized content will help keep users interested and engaged. It’s important to monitor analytics, track user behavior and listen to feedback to establish what features of the app drive usage.

Every company can improve their RR using the above tactics to carry out smart marketing campaigns.



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