When it comes to app marketing, retaining users is just as crucial as acquiring them in the first place. Unfortunately, churn rates can be alarmingly high, with 74% of app users abandoning an app within a day and only 6% remaining active after 30 days. However, by analyzing reattribution patterns and implementing targeted strategies, you can reduce your app's churn rate and bring back valuable users.
One of the most effective ways to do so is to study reattributed cohorts – groups of users who have returned to an app after a period of inactivity. By examining how these users behave compared to first-time attributions, you can identify patterns that will help inform your retention strategies. For instance, you may find that certain campaigns or channels are more effective at bringing back reattributed users than others.
Unlocking Insights from Reattribution
By analyzing reattribution rates and user behavior, you can gain valuable insights into what drives user engagement – and disengagement. This data will allow you to pinpoint specific moments when users churn (or don't) and identify the most effective campaigns for bringing them back. You can also link reattributed cohorts to specific channels or campaigns that drove their return, providing a roadmap for future retention efforts.
The Power of Reattribution by App Vertical
Recent data suggests that certain app verticals are more successful at retaining users than others. For instance, e-commerce and food & drink apps tied for the highest reattribution rate at 38%, while travel apps came in at 15%. By examining reattribution rates across different app categories, you can identify areas where your own app may be falling short – and adjust your strategies accordingly.
Retargeting: The Key to Re-Engaging Users
Retargeting campaigns are a crucial component of any successful retention strategy. By targeting users who have churned and offering them personalized incentives or promotions, you can re-engage them with your app and reduce the likelihood of long-term churn. In fact, research suggests that users who return after a period of inactivity are just as valuable – if not more so – than new installs.
Four Tips to Reduce App Churn Rate
While bringing back churned users is an essential part of any retention strategy, it's equally important to focus on reducing your app's overall churn rate. Here are four tips to help you achieve this:
- Revisit Your Onboarding Process: A poor onboarding process can be a major contributor to high churn rates. By streamlining and optimizing your onboarding experience, you can set users up for success and reduce the likelihood of early abandonment.
- Focus on Negative Churn Rate: Net negative churn occurs when the total additional revenue accrued from existing users is greater than the revenue lost from users who have churned or downgraded their subscriptions. By focusing on improving your app's overall retention rate, you can drive long-term growth and revenue.
By implementing these strategies and analyzing reattribution patterns, you can reduce your app's churn rate, bring back valuable users, and drive long-term success.