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To Retain Or Not to Retain
Vanessa Estorach CavallerMobile Consultant
Co-founder @Women_in_Mobile
#MoMo @vestorach
22% of downloaded apps
are only opened once
Only 4% of users continue
using apps after 1 year
5 apps are used every
dayHow many
apps do you have on
your device?
C’MON, OPEN MY APP!!!!
“Get closer than ever to your customers.
So close, in fact, that you tell them what they need before they realized it themselves”
- Steve Jobs
How to get closer to your users?
2 1 3
How to get closer to your users?
2 1
#MoMo @vestorach
Let’s start!
2 1 3#MoMo @vestorach
(3) Fashion app focus on Growth
#MoMo @vestorach
(3) Growth is important
Acquisition will help reaching Sofia
Vergara’s interest
Sofia Vergara CAN help a lot attracting
new users
What then?
With no users, no information to
improve the app
(3) Never forget the users
(3) Never forget the users
And never forget that…… users have a lot of choices.
Let’s continue!
2 1 3#MoMo @vestorach
(2) Events-related Jobs Finder App
B2B2C#MoMo @vestorach
(2) B2B2C: The love triangle
BB
C#MoMo @vestorach
(2) The importance of the onboarding
(2) Push notifications: Users Forget
Me??? Never!!!
(2) Testing: the only way to know if it’s working
#MoMo @vestorach
(2) Testing: Be agile my friend
#1 Plan
#2 Test
#3 Measure
#4 Repeat &
Improve
(2) Marketing & IT: BFF (Best Friends Forever)
(2) Never forget• Test, test, test & test• Gather feedback• Note trends• Make changes• Test, test, test & test
#MoMo @vestorach
Almost done!
2 1 3
(1) Barcelona vs. New York
43-17
(1) Quantity is the new Quality?The best apps have a DAU = +1.000
0
200
400
600
800
1,000
1,200
1,400
1,600
1,800
2,000
DAU
(1) Quantity is the new Quality?The other apps, DAU = 80
0
20
40
60
80
100
120
140
160
DAU
(1) Quantity is not Quality• The key is to give added value to the users.
• Apps are not a trend. They are a solution.• Only develop apps if you are sure that you
solve a problem of your user
Retention is the key!
#2Test, test & test
with BFF (MKT and IT)
#1Don’t forget to add value to your user
#3Growth matters but never forget
your users
Always listen to your users!
