The real test of mobile internet companies: how to improve customer loyalty

There is a big difference between mobile internet and traditional Internet: it is relatively difficult to deploy products in mobile Internet. We've also seen a lot of mobile internet start-ups struggling to turn successful products into huge user groups. For startups to get a huge user base, there is obviously not enough of a strong product or market. As a mobile internet start-up, you need to master the rules of "downloading apps, using apps, continuing to use apps, and eventually putting it on your phone's main screen," but it's hard to grasp.

We often use user downloads, not the number of active users per month, as a criterion for the success of mobile applications. At first, when Facebook didn't launch mobile apps, they focused on the number of active users per month, not clicks, page views, or the number of articles and photos. But on the mobile side, Facebook's focus is completely different.

Not just Facebook, but other mobile internet start-ups and the media, often talking about apps that download, sign in, and act on active users. They tend to avoid using the number of active monthly users. And why? Because so far, the biggest problem for mobile internet start-ups is how to get users to keep using them after downloading apps, that is, how to improve user loyalty.

For data analysis of mobile applications, one foreign investor has proposed a law called 30/10/10:

30% of registered users (or 30% of the download number) will use the application monthly

10% of registered users (or 10% of the download number) will use the application every day

For real-time service applications, the maximum number of simultaneous users online is 10% of the number of daily users

However, when we look at the data, we find that the number of active users in many applications is significantly lower than 30% per month (data source: AppData):

Socialcam: This June, Socialcam has 83.6 million active users who connect to Facebook every month. But now only 4.3 million, 5 months in a short period of 95%.

Viddy: In June this year, Viddy has 20.9 million active users connecting to Facebook every month, and now only 660,000. In other words, it was reduced by 97% in 5 months.

You draw, I guess. (drawsomething): This April, there were 36.5 million active monthly users connected to Facebook. Today, the figure is 9.1 million, and the user is down 75% in 7 months.

Path: Last December, Path had 250,000 active users connecting to Facebook every month. Almost a year later, the number of active users rose to about 780,000 per month. While they are rolling out 2.0 new editions, there has been a surge in the number of users, but this growth is only temporary and not sustainable.

In the mobile internet world, every company wants their users to be as loyal as Instagram users. But few companies dare to put the "number of active users per month" on the tip of their mouth. A mobile application, as soon as the user presses out, it disappears, it is possible in the user's mobile phone application list of the second, third or fourth page, when the user will use it again, no one knows.

It can be said that the real test of mobile internet companies is how in this relatively impetuous society to seize the hearts of users to enhance the loyalty of users. I think this should also be the question that the entrepreneur is thinking. If you have any comments, please comment.

Article compiled from: Cristinajcordova