Churn prevention is a top priority for mobile marketers. Keeping existing customers happy and engaged is more cost-effective—and holds more future value—than continuously acquiring new ones.
However, even in the best of times, average mobile customer retention isn’t great. According to research from Appsflyer, MixPanel, and Localytics, average 90-day retention for mobile apps across categories is only between 20-30 percent, leaving lots of room for improvement. Apptentive’s data tells a slightly different story: In the second half of 2019, our customer base saw 43 percent of new consumers across apps stay active. An improvement to be sure, but in our opinion, average churn that is still too high.
So, what triggers mobile customer churn and how do app marketers get a handle on it? In short, it depends. The reasons behind consumer drop-off are incredibly app category-specific. But when we remove most of the category-specific variables, most mobile churn happens because of:
- Weak relationship building
- Lack of consumer engagement
- Poor, reactive customer support
- Product bugginess
- Difficult user experience
What many don’t realize is that mobile customer churn can be largely managed with a series of simple improvements, and that boosting retention doesn’t mean you have to completely reinvent the wheel. To help ensure your mobile marketing strategy is as churn-proof as possible, we’ve put together 25 techniques you can use to your advantage.