Business of Apps Podcast #125: A 30-day App Customer Retention challenge with Jennie Lewis, Senior Manager, Customer Insights at Airship
Imagine you have your bakery shop. I’m sorry if you’re listening to this episode before your lunch but it will help me to make the point :-) Anyway, you see people coming through the door every day and some of their faces are familiar to you - they’ve become your recurrent customers.
Now, as much as you like to see familiar faces and possibly become pals with these people, it’s not the end of the story. Your recurrent customers make your business financially stable and predictable. Now, switching to mobile apps, each day you’re selling your “donuts” in hundreds and, given how much you’re investing in attracting new users, you really need to have recurrent customers.
Acquiring a new app user can be five times as expensive as retaining an existing one.
And in this episode, we have Jennie to tell us about app retention.
Today’s Topics Include:- 30-day app user retention definition
- the average Retention rate for iOS and Android
- how brands can increase the Retention rate
- Android or iOS? iOS on iPhone 13 Pro
- Jennie's first mobile phone was a car phone with an external antenna attached to the car
- What features would Jennie miss most? Express pay on transit
- What’s missing from mobile app technology? Better Bluetooth connectivity between the iPhone and headphones
“Only 8% are coming back to the app after a 30-day of download, which is a huge cliff.”
“The year average for a customer in North America [Cost Per User] is $5.28”
“The data shows that the worst cliff is within the first two days.”
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