Apps pouring budget and energy into acquisition and retention to try and keep up with the users pouring out of your app. Yet it’s often overlooked because acquisition and retention are hard-wired into the minds of sales motivated leaders. But it’s not unusual to start with a higher churn rate if your app is new or your whole brand is new. It might plateau at around 2% if you’re doing well. Of course, you want your churn rate to decrease over time. But we recommend the shorter end of the spectrum. Some measure this monthly, some quarterly. The churn rate is the percentage of customers who stop using your app within a given timeframe. Reducing churn is a sure-fire sign you’re keeping your users happy. The sooner you help people achieve their ’Aha!’ moment -the feeling of relief and excitement that your app delivers on your promise, the better chance you have of retaining them. If your customer’s first experience doesn’t help them see the value in your app, they don’t become ‘activated’. Up to 60% of people buy, download or sign-up to an app but never return. If you’ve not heard of Pirate Metrics before, here’s where that name came from. Straight out of VC Dave McClure’s Pirate Metrics framework, activation is a key milestone and growth lever. Not every bit of social proof has to be a 100+ word love poem on a reviews page. Publishing the number of downloads or customers you have is a powerful metric for you and a signal to other potential customers. Ok, it’s kinda obvious but every download, sign-up or sale is worth celebrating. And while they’re an excellent addition to your overall reputation, they’re also a potential distraction, offering up alternatives to your app and pulling comparison shoppers towards the best-fit product or the app that appears the most tried and trusted. In the B2B app world, savvy potential customers head to sites like Capterra and G2. They’re always ready to reply to feedback and user questions, showing they are listening, offering help and care about their customers. But even unicorn apps with a huge global footprint get the occasional less-than-perfect reaction.Ĭanva responds to every review that isn’t 100% positive. So a handful of top ratings is a great start, but a deluge of 4 and 5-star reviews builds confidence in your brand that no amount of clever marketing and paid PR can buy.Ĭanva has swathes of high ratings. People are far more likely to trust other customers than they are to trust your brand. When you have volume as well as high ratings, it’s the equivalent of seeing a packed restaurant or long line at a lemonade stand. Good reviews at the point of download are pure gold. The more positive feedback out in the wild, the better. Some are visible to the world and some are internal. There’s a bunch of ways to track appreciation for your product. To allow you access to their data, their hardware, their privacy –and users are more savvy about this than ever before. You’re asking people to download your app to their beloved device. It’s an extreme example and easy to dismiss it as an exceptional case.īut even if your app is free, even if you don’t have access to users’ financial information, there’s always an ‘ask’ on your part. Wirecard users had left their financial details in the hands of a brand they no longer trusted. But it wasn’t the first indicator that something wasn’t quite right.Ī quick scan through their reviews and you’d see less applause, more of a collective boo-hiss. When allegations arose around financial inconsistencies within the business, it wasn’t long before users and investors lost confidence. If things do go wrong for your users, a little humility goes a long way. If you want to protect your brand, the best way is prevention. Now we know that was just the tip of a treacherous iceberg.Īdding fuel to the fire, Wirecard gained a reputation for going on the attack when faced with criticism. Something wasn’t right with their software. Telltale signs appeared all over app reviews. When the Wirecard scandal erupted, not everyone was surprised.
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