What is app stickiness?
App stickiness is the ability of a mobile application to keep users engaged and coming back to the app over a period of time. It measures how frequently users return to an app and how long they stay active within the app during each session.
A sticky app typically offers a valuable and enjoyable user experience that keeps users coming back for more.
Why is App Stickiness Important?
App stickiness is important because it measures how frequently users return and engage with an app. High app stickiness means that users are finding value in the app and are more likely to continue using it over time.
This can lead to increased user retention, word-of-mouth referrals, and ultimately, higher revenue for the app. Therefore, app developers and businesses strive to increase app stickiness through various methods such as personalized experiences, push notifications, and gamification techniques.
How to calculate app stickiness?
Stickiness is calculated by looking at the ratio of daily active users (DAU) to monthly active users (MAU) to evaluate how many users are returning to the app regularly. To calculate your app’s stickiness, divide your DAU by your MAU and multiply the result by 100 to express it as a percentage.
For example, if an app has 5,000 daily uses, and 50,000 monthly users, one would calculate the stickiness by dividing 5,000 by 50,000 for a total of .1, which can then be multiplied by 100 to arrive at a 10% stickiness ration.
What is a good stickiness ratio for an app?
Across industries, 20% is considered a successful stickiness ratio for an app, with numbers approaching 25% seen as extraordinary.
How to improve app stickiness?
Big picture strategies to improve app stickiness:
- Understand User Needs and Preferences
- Simplify Onboarding
- Personalize the User Experience
- Provide Continuous Value
- Enhance User Engagement
- Optimize Performance and Usability
- Leverage Push Notifications Wisely
- Foster a Community
- Analyze and Iterate
- Offer Excellent Customer Support
1. Understand User Needs and Preferences
To improve app stickiness, it's essential to understand what your users need and prefer. Conduct user research, surveys, and feedback sessions to gather insights about their behaviors, pain points, and expectations. Use this information to tailor your app's features and content to better meet their needs.
2. Simplify Onboarding
A seamless onboarding process can significantly improve app stickiness. Ensure that new users can easily understand how to use the app and its key features. Use tutorials, guided tours, and tooltips to help them get started quickly and efficiently.
3. Personalize the User Experience
Personalization can make users feel more connected to your app. Utilize data and user behavior to offer personalized recommendations, content, and notifications. Tailor the user interface to reflect individual preferences and past interactions.
4. Provide Continuous Value
Ensure your app provides ongoing value to users. Regularly update your app with new features, improvements, and content that address user needs and interests. Highlight these updates through in-app messages or notifications to keep users informed and engaged.
5. Enhance User Engagement
Incorporate elements that promote active engagement. Use gamification techniques such as rewards, badges, and leaderboards to motivate users. Encourage social interaction through features like user profiles, communities, and sharing options.
6. Optimize Performance and Usability
A smooth and reliable app experience is crucial for retaining users. Regularly test your app for performance issues and usability problems. Ensure quick load times, minimal bugs, and an intuitive user interface to keep users satisfied.
7. Leverage Push Notifications Wisely
Use push notifications to remind users of your app's value and keep them coming back. However, be mindful of the frequency and relevance of these notifications. Personalized and timely messages can significantly enhance user engagement without being intrusive.
8. Foster a Community
Building a community around your app can enhance stickiness. Create forums, chat groups, or social media pages where users can interact, share experiences, and provide feedback. A strong community can create a sense of belonging and encourage users to return to the app regularly.
9. Analyze and Iterate
Regularly analyze user behavior and engagement metrics to identify areas for improvement. Use tools like A/B testing to experiment with new features and optimizations. Continuously iterate based on data-driven insights to enhance the user experience and increase app stickiness.
10. Offer Excellent Customer Support
Provide responsive and helpful customer support to address user issues promptly. Include in-app support options like chatbots, FAQs, and contact forms. Exceptional support can improve user satisfaction and loyalty, contributing to better app retention.
By implementing these strategies, you can significantly improve the stickiness of your app, ensuring users return frequently and remain engaged over the long term.
