It is no secret that mobile app users today have incredibly high expectations. With millions of apps in different app stores, only a small number of apps installed on consumers’ devices are being used. In fact, the average mobile app user downloads 8.8 apps per month but abandons two of those apps after first use. What’s more, according to Localytics, an analytics firm that tracks mobile app user data, the percentage of users who abandon an app after one use is now 23 percent.
With so much information overload, it is hard to keep users engaged. Because you are competing for consumers’ attention and time, it is important to avoid the small mistakes that might be causing consumers to abandon your app after first use.
Here are some common reasons why users may be leaving your app:
- Long load times: People want to get to their apps as fast as possible. If your app takes longer than three seconds to load, you are at risk of losing users forever.
- A sub-optimal installation and launch experience. This step is your first impression with a user. Have you made it simple and delightful? The more complicated you make this step, the more likely you are to lose the user.
- Glitches. Users can forgive an occasional crash or freeze, but if these become too familiar, users will not think twice about moving on.
- Privacy concerns. Asking for too many device permissions is a red flag to many users. Only request what is necessary for a great app experience. Be clear about why you are requesting the permissions in the first place.
- Too many hurdles. Like app permissions, requesting too much info in a sign-up or log-in screen can turn users away.
- Ads. Ads do not have to be a deal-breaker for users. The key is not to disrupt the overall experience.
- OS Fragmentation. Users want to engage with your app, but if it does not sync between their many devices, they may seek out an alternative that does.
Finally, some users just simply forget about your app. Keep in mind: they downloaded more than 100 other apps in the course of a year, after all.
The bottom line: Users are tough customers, and it is better to find out if there are issues with your app before you release it to the rest of the world. After all, ratings drive downloads (or drive people away from downloads in some cases).
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“In our new guide, “Best Practices for User Acceptance Testing and Beta Testing,” we emphasize the importance of incorporating the final testing stage of app development into your overall strategy: user acceptance testing and beta testing.