How to Improve App Retention Rate with Organic Installs

Because the mobile app economic system grows, so do its success requirements. Previously, app builders and app entrepreneurs noticed app consumer acquisition as the principle standards for fulfillment. A excessive quantity of installs meant a excessive quantity of success.


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We’ve to inform you. Issues change.

Now app consumer acquisition and app installs are now not the principle measures of an app’s success. There’s a far more necessary issue. It’s known as App Retention Charge.

What’s App Retention Charge?

App Retention is how nicely your app can maintain customers coming again to it and utilizing it over an extended time period.

The App Retention Charge is the proportion of customers who’re nonetheless utilizing your app after a sure period of time. This period of time is normally someplace between 30 to 90 days.

App Retention Charge is now extra necessary than consumer acquisition when measuring an app’s success. It’s pointless to realize a bunch of customers after which having them uninstall your app the very subsequent day. Uninstalls are a hazard to your app Store rating. They trigger your app to be ranked decrease within the app shops’ search outcomes. Uninstalls inform the app shops that your app is disliked as a result of it doesn’t operate nicely or has many bugs.

Holding App Retention Charges Excessive with Natural Person Acquisition

The most effective methods to maintain your retention charges excessive is to realize customers by way of Natural Person Acquisition. Natural Person Acquisition is the method of creating your app extra seen to and extra simply discoverable by potential customers. This course of includes no paid adverts or another paid advertising campaigns.

Why Natural UA?

It’s all about how customers come to seek out your app. Natural Customers set up your app as a result of they have been on the lookout for all of it by themselves. They didn’t see an advert that pushed them to put in your app. Consequently, Natural Customers are extra seemingly than Paid Customers to proceed utilizing and fascinating together with your app. Moreover, Paid Customers solely come to your app if you’re working a paid advertising marketing campaign. As soon as the marketing campaign ends, the stream of incoming customers additionally stops. While you put into motion an ideal Natural Person Acquisition technique, you may get Natural Customers putting in your app repeatedly.

It’s value mentioning {that a} mixed paid and natural development technique will convey you nice outcomes as nicely. We’ll be overlaying this matter in a later weblog put up. For now, let’s concentrate on how Natural Person Acquisition will increase App Retention Charge.

I do know what you’re pondering. How precisely do you get these Natural Customers to be able to maintain your App Retention Charge excessive? Let’s take a better look into that.

App Store Optimization

Based on Apple, 65% of apps are discovered by way of search so it’s necessary that you’ve got an ideal ASO technique. You need to guarantee that your App Title, App Icon and App Preview Screenshots all spotlight the principle features of your app. At all times keep in mind to point out the options of your app that appeals to your target market. The higher your app is optimized for the app shops, the extra it’s going to present up in searches.

ASO can also be about convincing individuals who discovered your app by way of search to put in your app. Right here is the place you have to optimize your App Subtitle, App Description, App Preview Screenshots and Movies, and likewise your App’s Scores. All textual content and visible info ought to be clear, descriptive and distinctive.


Test your app’s rankings and evaluations. Repair issues that present customers are reporting to boost your common star ranking. Individuals have a tendency to put in apps with massive quantities of excellent evaluations. It is because they need to know in the event that they’re getting a very good app earlier than really downloading it. App evaluations and your app’s common star ranking are a part of the ASO technique. A great common ranking will assist convey your app larger within the app Store rankings.

Don’t know what ASO is or need to study much more about ASO? We broke down all of the ASO foundations for you.

Content material Advertising

One other technique to get Natural Customers is thru Content material Advertising. There are a lot of methods to create and publish content material.

  • Publishing weblog posts associated to your app’s area of interest is a method.
  • One other technique to get well-known on-line publications to characteristic your app in an article.
  • Staying energetic in boards that debate your app’s area of interest can also be a good way to achieve your target market. The trick right here is to verify that each one your content material is not directly associated to your app’s area of interest.

Let’s say you could have a journey app. You can begin writing weblog posts about touring. Get featured in journey and tourism web sites and blogs. Reply questions in journey boards.

Moreover, a  Name to Motion in your on-line content material is essential to getting your app extra publicity.

While you focus your content material to your app’s area of interest, you’ll attain an viewers that could be a good match on your app. And as soon as they set up your app, they’ll be extra more likely to keep engaged with it for an extended time.

Social Media Advertising

Social Media is free! You should begin benefiting from it.

First, you must determine if Social Media Advertising is the precise advertising channel on your app. In the event you’re focusing on 18-35 yr olds, then social media is an efficient path to take. Like with Content material Advertising, you must be the place your goal customers are.

Use social media to construct belief with an viewers. You by no means need to promote a product proper off the bat. That may solely put individuals off. Construct belief by bringing worth to your viewers. Share content material associated to your app’s area of interest that’s instructional or entertaining.

Pay attention to the variations amongst every social platform. Instagram, for example, is a extremely visible platform. So for those who’re utilizing Instagram, you may must have superior graphics, images or movies and a caption to go together with. Twitter just isn’t such a visible platform. Many firms use Twitter to have fast conversations with their clients.

The primary account tweets out new product launches and different model associated information. The assist account tweets out any customer support associated updates and responds to Xbox gamers’ feedback and complaints. That is how Xbox efficiently makes use of one platform, Twitter, for two totally different functions. Xbox builds belief with their clients by utilizing Twitter as an area for dialog.


It is a spot to teach or entertain your viewers. It is a spot to speak with and provide assist to your viewers.

App Shares and Referrals

When a consumer likes your app, they will share it with family and friends that they consider will take pleasure in it too.

App Shares and Referrals, that are generated by Phrase of Mouth Advertising, are final on our listing however they’re definitely not least. While you like a services or products you suggest it to family and friends. The identical goes for cellular apps.

Make these referrals straightforward by integrating a share possibility inside your app. This fashion customers don’t must exit your app to share it with mates.


To extend your app’s visibility, be certain that customers are capable of share your app immediately by way of social media and messaging apps. Now go a step additional. Use notifications to remind your present customers to share your app and to go away a evaluation within the app shops. App Store evaluations, as I’ve already talked about above, vastly assist your ASO technique. The extra and the higher evaluations your app has, the upper it’s going to rank within the app shops.


Natural Customers are extremely necessary on your app’s success story. You possibly can attain them by way of ASO, Content material Advertising, Social Media Advertising, and App Shares and Referrals.

Natural customers are extra seemingly than Paid Customers to proceed utilizing your cellular app as a result of they put in your app on their very own.

  • They have been trying to find your app.
  • They discovered your app’s on-line content material whereas looking the web for an answer to some drawback.
  • They observe your app’s social media pages as a result of they’re excited by your app’s area of interest.
  • A good friend really useful your app to them.

All of those causes lead an individual to put in an app as a result of they wished to and never as a result of an advert informed them to.

Thus, Natural Customers turn into loyal customers and dependable customers maintain your App Retention Charge excessive.


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