Churn or are they not getting the 'AHA' moment?
I've been working on a B2C app for about 8 months now and I'm still not really happy with our churn. We lose about 95% of our users in the first 30 days.
... is the product... ANY feedback on why this might be the case would be appreciated.
The users we DO have are very very passionate about the product. We have about 5000 MAU and 10-15% of these are DAU.
I'm routinely getting our users thanking me for building this app and that it's the app they've always needed and that it's changed their life.
Our NPS is about 25 which I'm pretty happy with. The users that rate us having a lower NPS tend to run into some bug which is bothering them and they're upset about it...
We have plenty of users to optimize and improve the stability of the product however our user base seems to be very alpha/power user.
They're all very technically savvy.
I won't be able to scale the product unless I can keep ordinary users.
I think I have to re-analyze this a bit more and define churn as people who actually used it at least 2-3x.
I think this is a different problem. The first is that people just don't understand the app at all and never get that 'aha' moment. This is more an issue with explaining the app to them and proper onboarding.
If they come back a 2nd or 3rd time I think the issue then boils down to them not actually finding value in the app OR they have some sort of key bug that's holding them back.
I'm also going to be reaching out to churned users directly but right now I don't properly instrument their login times so I need to revisit this so we can capture the correct data.
#churn #onboarding #b2c
Kevin,
I discovered your app via Reddit some time ago and have followed its progress. But, I've never actually tried it because I haven't been willing to dedicate the time to learn how to use it. But, I think the same could be said for many products. Unless the user really gets the solution, then they aren't willing to put in the time to learn how to use the solution.
For example, I use Canva and am often unhappy with the quality of the images I produce (grainy text, etc.) However, I've not been able to master the basics of Photoshop (despite having access to the app) so I continue to use Canva. I don't need high-quality graphics often enough to put in the time to learn Photoshop.
I need to be convinced that your app is going to save me enough time to justify the initial learning curve. (And, admittedly, I've not looked at the features/benefits enough to know whether it would or not.) Instead of a "must-have" app, it remains an "I need to check this out sometime" app.