tips for minimizing churn in mobile apps

Tips for minimizing churn in mobile apps

You know the frustrating feeling when trying to sign up or subscribe for an app and it is the most annoying thing ever? The UI is not convenient, it’s loading too slow, or has way too many steps. Yeah, we know it too. This will likely cause you to abandon ship straight away. However, here are some tips on minimizing churn!


Churned users are those that download the app but don’t stick to using it. They stop using the app over time. Depending on the type of app, having many users churn can in some cases be very natural and in some cases a complete disaster. For a retail app for example, it is normal that users don’t go on virtual shopping sprees daily where as in a social media app or game, the goal is to get users returning daily.

Most churn happens within 7 days of the initial download. It is crucial to charm the users right away and make the user really get a feel the value proposition. Knowing why users churn is also very important and the faster you as a developer are able to pinpoint that the better.

Churn rate

Churn is measured with a churn rate. It is calculated easily using the following formula:

(The number of users at the start of interval – The number of users at the end of interval)
Divided by
The number of users at the start of interval

The result will show you a percentage that can be compared to results over time. Churn rate can also be calculated for specific user segments for further analysis.


How to get users to stay active then? Well, here are some tips to try to reduce churning.

It could be a good idea to start with researching your data properly. This is to help identify when users are more likely to churn to then figure out why.

Communication is key. But communication should also be carefully planned to avoid being annoying, over-communicating, or not communicating at all. Maintaining a relationship with your users is important to keep them engaged. On the other hand, it is also important to map out the best timing for it and not be too pushy.

Make sure your users feel your value proposition. They need to have a reason to keep using it and see the added value it brings, whether it is for entertainment, a social aspect, or educational for example.

Make it personal. This goes back to communication as well but keeping this personal makes the user feel special and valued.

Gamification is another great way to add engagement. Small incentives that keep the users hooked and keep them coming back for more. This, however, needs to feel natural and not forced.

Onboarding should be easy. Getting the user onboard and to an active user should not have hiccups. It is the first action they will encounter and therefore a very crucial step.

Be close to your users. Help them proactively and have help easily on hand to quickly be able to tackle any negative feelings the user might encounter.


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