{"id":4964,"date":"2015-10-14T15:08:25","date_gmt":"2015-10-14T19:08:25","guid":{"rendered":"http:\/\/www.naylor.com\/associationadviser\/?p=4964"},"modified":"2015-10-14T15:08:25","modified_gmt":"2015-10-14T19:08:25","slug":"why-people-uninstall-your-apps","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/why-people-uninstall-your-apps\/","title":{"rendered":"Have You Ever Wondered Why People Uninstall Your Apps?"},"content":{"rendered":"
\"Brianna
Brianna Lawson, Naylor Association Solutions<\/em><\/figcaption><\/figure>\n

Although mobile apps are a relatively new member benefit for associations, most organizations realize apps are another valuable channel for sharing anything from event content to association news.<\/p>\n

When your association creates an app as a member resource, whether it is for informational purposes or for connecting at an event, do you wonder why some users uninstall your app shortly after downloading it? Do you ask members why? If not, you\u2019re missing a great opportunity to hear firsthand where your mobile app could be improved \u2013 as well as elements of it they liked. Asking members why they uninstalled your app will make it more user-friendly and engaging in the long run.<\/p>\n

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\"Tweetables\"<\/p>\n

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Mobile apps are a valuable channel for members to share anything from event content to association news.\"RealLilTweetables\"<\/a><\/em><\/p>\n

Business apps tend to have higher retention rates than non-business apps.\"RealLilTweetables\"<\/a><\/em><\/p>\n

People uninstall apps if they take up too much storage, have intrusive advertising, are poorly designed, or are hard to use.<\/em>\"RealLilTweetables\"<\/a><\/p>\n

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Improving your app retention rate<\/strong><\/p>\n

After initially downloading an app, we tend to dive right into its features and decide whether or not it\u2019s worth the storage space on our mobile devices or tablets. According to an infographic created by International Translation Resources (ITR)<\/a>, the overall average app retention rate from month one to month two decreases from 36 percent to 29 percent. But, the average retention rate for business apps is higher than for non-business apps \u2013 52 percent for the first 60 days, decreasing to 41 percent after 90 days.<\/p>\n

\"Why<\/a>
Click image to view the full infographic<\/em><\/figcaption><\/figure>\n

Think about mobile apps as another form of your newsletter or magazine. You provide engaging content to encourage members to share and use that information, which makes them less likely to opt out. Transfer this same idea to your association\u2019s mobile app strategy.<\/p>\n

When your association decides to develop an app to keep members up-to-date or to stay connected at an event, it\u2019s important to think about how you will keep them satisfied beyond the initial app install. If you\u2019re dedicated to the success of your app, then you\u2019ll be able to prevent a high number of uninstalls. But, keep in mind, uninstalls aren\u2019t always a bad thing, nor do they indicate there\u2019s an issue with your app. If your app doesn\u2019t provide members with what they desire most, it will likely be uninstalled immediately. People cycle through apps quickly in order to find the ones that best fit their needs.<\/p>\n

Why we uninstall apps<\/strong><\/p>\n

Some apps tend to have a limited lifecycle, such as event apps, because the event occurs at a particular time of the year. If your association\u2019s annual conference has just ended, some attendees will inevitably uninstall your app. Others will collect event information, such as notes and connections, and then uninstall your app. But, they\u2019ll remember how valuable your event app was and will likely install it again for the following year\u2019s conference. Don\u2019t forget to send them reminders as your event date draws closer.<\/p>\n

People typically uninstall apps because they take up too much storage on their devices, or because they have intrusive advertising, use poor design, keep freezing, or are difficult to use. When designing your association\u2019s app, put yourself in your members\u2019 shoes. How can you make navigating the app as easy as possible? What items can you cut back on or eliminate entirely? Is the app free from bugs and glitches? Repeatedly test your app amongst staff and act on their feedback.<\/p>\n

Making your app user-friendly<\/strong><\/p>\n

From your experience downloading and using apps, how often do you uninstall them because they aren\u2019t easy to navigate? People are open to trying a new app, but they won\u2019t keep using it if they find it too difficult to use or if they can\u2019t easily find what they\u2019re looking for.<\/p>\n

From the survey conducted by ITR, there are several common app usability design mistakes:<\/p>\n