Did you know that 80% of apps are deleted after one use? To add to the mobile app developers’ woes, a study from Localytics shows that 20% of apps are opened only once. This means an app has just one shot to make a lasting impression. That’s some pressure!
The number of downloads or app installs doesn’t portray the real picture. The actual success of the app is evaluated through the app engagement and retention rate – how many monthly active users or MAU do you have.
We’ve compiled a list of 7 of the most common reasons why users uninstall an app – so that every mobile app developer can ensure their app stays.
#1 Too many notifications
Nothing irritates the users more than irrelevant push notifications. Push notifications are important for app engagement but if done in bulk, they can be simply annoying.
According to a report from Kahuna, less than 45% of users in some product categories, including Social and News & Media, opt for push notifications. However, ridesharing and food apps enjoy push notification opt-in rates of over 75%.
Studies have shown that annoying push messaging is among the top reasons for app uninstalls
– Robi Ganguly, Apptentive
Not all apps need regular notifications. For example, a flashlight app doesn’t need to send a notification to users to use the app. They will use it when it is required.
There is an option for users to completely turn off notifications. Even then, sending too many notifications shouldn’t be the default setting of your app. Your app should have a feature to filter the notifications on the basis of importance and personal choices.
#2 Tedious registration process
According to a survey conducted by Appiterate, 68% of users said they hit delete because they found the registration process too cumbersome.
Registration is a good way to access personal information of users for future customization needs. Asking for needful details during the registration process is understood but sometimes mobile app developers ask for details that aren’t directly related to the app’s main functionality.
This will simply irritate the user and can result in instant uninstall.
Social logins do bypass the long registration process but users don’t want the app to post on their walls, get access to their contact list, share or like something on their behalf – so be careful about that practice. Collect only as much information as is necessary to deliver an experience to the user, not because you require the data for your own uses.
#3 Persistent bugs
62% of users delete a mobile app because it crashed/ froze/ displayed an error. Users have a low tolerance for buggy apps – only 16% will try a failing app more than twice.
So if your app is too slow to launch or freezes often, there are chances your app won’t sustain on a user’s phone for long. Similarly, apps that use too much of phone’s memory or consumes a lot of battery, prompt users to uninstall the app.
#4 Bad user experience and interface design
If you tell your mobile app developer that “Don’t stress on app design- it’s the core functionality that counts”, you are living under a rock.
People often tend to discount the design or user experience while creating an app, but bad design can be a major reason why people delete your app. Crappy fonts, mismatch of colours, unreadable icons make a mobile user look for alternatives and subsequently uninstall the app.
Small detailing such as alignment of text, text wrap and not enough white space can make or break a user’s experience. Build a user experience so dang amazing that people WANT to download and engage within your app.
#5 Intrusive ads
The app user is in the middle of a task and a full-screen ad pops up. It’s worst if it is a video ad without a skip button. Even if these ads have a close (x) button, either they are too small or the thumb-tap is not so receptive.
So, most of the times, the user accidentally clicks on the ad and is redirected to the app store or Safari. The user gets held up in middle of the task and the ad kills the efficiency.
An annoyed user! Your purpose of the putting that ad to get some extra revenue is solved (albeit momentarily), but at the cost of losing a user.
#6 Free apps which ask money for everything
Your app was free when the user downloaded it, but then every feature inside the app is paid. Too many in-app purchases without enough value in the free app, can be harmful.
Users might be willing to pay an additional fee for premium services, but they expect the essential functionality of the app to work without a purchase.
Mobile app developers shouldn’t get too greedy and mislead the users by giving the app for free and then doubling up on the in-app purchases. Greed isn’t always good, and certainly not in this context.
#7 Desperate appeals
Users can get annoyed when asked to follow the company on Twitter or ‘like’ it on Facebook several times. Similarly, prompting users to give positive ratings for the app can help push downloads. But pushing the envelope too hard can result in losing customers.
Some apps even force users to rate their app before they can continue using it. Popping ‘rate this app’ or ‘follow us’ requests randomly can be annoying for users.
For example, Uber prompts for a rating when the user has successfully completed a trip. Or a gaming app can thoughtfully place the rating or follow us request when a user has unlocked a new level. There are best practices in asking for reviews and ratings that can help build traction for your mobile app.