Planning, designing and executing marketing campaigns to get users to download your app take a heavy toll on your resources.
On top of that, 24% of users abandon an app after just one use. The reason is quite simple, if your app is not indispensable, they’ll abandon/uninstall it and move on.
Considering the fact that your existing customers are much more profitable than the new ones, retention should be on the top of your mind. If you manage to lower your churn rate by 5%, you can increase your profitability by 25-125%!
No matter how much you spend on acquiring new users by bulk, if you don’t have a plan to retain your existing app users, you’ll end up losing valuable prospects who’ll just take their business elsewhere.
People abandon apps if their expectations are not met; if your app isn’t “sticky” enough. The stickiness of an app is calculated by dividing your daily active user count (DAU) by your monthly active user count (MAU). The closer your DAU is to your MAU, the stickier your app.