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!

Now it’s time for Q&A!

Thank you and enjoy this evening!

@vestorachvestorach@e-growing.com