When it comes to mobile, getting customers to try your application is a challenge, but making sure they come back can be even harder. In today’s crowded mobile market, content is king. And, it’s that content that will drive (or kill) your user retention.
Anyone who has a mobile app knows retention is the first step in mobile success. The longer a person uses an app, the more likely they are to start exhibiting the behaviors developers want—whether it’s monetizing in a game, banking on a phone or just engaging with a brand.
Savvy mobile-first businesses use analytics to understand their data is vital to maintaining and increasing customer retention. And among the many metrics available to gauge an app’s success, the Day 7 retention rate is among the most revered. What’s ironic is that some companies don’t really understand why it’s important—other than that it is.
While seven days may seem somewhat arbitrary, there’s a solid basis for why it’s considered such a vital key performance indicator. And understanding this will help you determine what makes a good Day 7 retention rate—as well as why it might not matter.