App abandonment

Recent data shows that fewer people are continuing to use mobile apps after downloading them. In January 2024, only about 7.88% of users were still using an app 30 days after they first installed it.^[1]

What can designers do to keep users interested and engaged in returning to an app?

• Onboarding: First impressions matter, especially for mobile apps. Even if your app offers great user experience, provide a quick introduction—whether through welcome screens, tooltips, or clear, helpful pages with prominent buttons that guide users to take action.
• In-app messaging: In-app messages, such as feature announcements, updates, or onboarding tips, can engage users effectively when they're targeted and contextual. Unlike push notifications, these messages have no character limits and can be more personalized.
• Push notifications: While push notifications are more intrusive, they're often overlooked due to user fatigue from multiple apps. Designers and marketers should work together to craft concise, useful, and time-sensitive messages to ensure they stand out and are acted upon.