As a mobile app developer, it doesn’t mean that your job is done when the app gets developed. One of the following questions in front of you is user engagement; put it in a simple way – install, usage, and stay.
In any business, customer acquisition is the first challenge to tackle, but a more daunting task to companies is improve customer retention and lower customer churn rate. This philosophy also applies to mobile apps – Getting the initial app install from the competition is important, but keeping users satisfied and your app installed is more critical.
What impacts an app uninstall?
Apparently, the more users stick with your apps, the more revenue they generate. Hooking every user on your app is probably what you are pursuing now. With that being said, even the most popular/successful apps get cleared by some smartphone users with a million different reasons. Also, apps that are developed for a specific purpose or event, like pregnancy tracker, World Cup 2014 or movie release, normally have a short lifecycle. Therefore, there is really no one-size-fit-all answer to the question of “Why does your app get uninstalled?”
But if your apps are built with a long-term vision or strategic purpose, then you should avoid the following 5 common reasons of an app uninstall.
1. Your app is boring.
Needless to say, no one likes boring stuff and spares the precious storage space for a useless app. Without an alluring concept, your app will fail eventually. In every theme, the competition is very severe. If your app cannot bring any valuable features to your users, you will never win the customers from the market.
2. Your app is not user friendly and intuitive to use.
Apps are supposed to make users’ lives easier and more entertaining. If your apps fail to make it happen, then your users are very likely to join your competitor’s community. User interface is no more than an art. It’s more like a science to understand users’ behaviour. Factors, like a unreadable button, a bad portrait resolution, a long journey to a frequent-use feature or the core service, simply drive your users to find alternatives. So put yourself in your users shoes to test the app on real devices and identify if your app is easy to use.
3. Your app is too big.
Surprising right? Your app is actually not very big, but your users still leave because of this. With a smartphone optimization app installed, your users can be notified with a list of what apps create the most junk files under day-to-day use. If your app leaves too many residual files and eats up too much storage, then your app will be blacklisted by the cleaner app. And the result? Uninstall.
4. Your app requests too much.
This usually happens in the early stage. When the first time your users launch your app, it asks for personal info or requests to turn on location. If that’s the case, your users would probably get annoyed. They don’t even know what the app is and how it works. And they don’t know in what purpose you are going to use their data. Keeping asking for permissions in the very beginning would make users abandon your app even if they just had an interest.
5. App crashes a lot.
Now, if your app does not have any issues as stated above, the last one you should take care of is app performance. No one likes experiencing bugs or freezing issue or slow responsiveness during the use of your app. The app stability and robustness greatly determine if your apps are popular or not. If your apps are buggy and your are seeing more bad reviews regarding app performance, be sure to repeatedly test your apps on as many as real devices to create a superb experience for your users.
Hope this blog will give you a basic idea of users’ leave and the importance of a good user experience. Your users always expect a wonderful moment when they spend time on your app. If your app fail to achieve this, people would uninstall your apps. And more than that, they will write bad reviews, tell friends, etc. We’ll break down in depth on these negative consequences next time.