Retention rate describes the percentage of users who use your app or service over a given period of time. This is a critical metric, especially for subscription-based services, for measuring product performance and the success of a company. Retention rates are often used as a reflection of revenue, customer satisfaction, and as a way to identify areas for product improvement. Retention rate is the opposite of churn rate, or the percentage of users your company loses in a given period of time.
Using in-app messaging is a great way to reward users who are already engaged with your app, create a better onboarding experience to reduce churn after download, and boost your retention rate. Removing functional roadblocks and minimizing your app’s learning curve is one of the best ways to create a benefits-oriented user experience and avoid day-one churn.