Re-decentralizing the Web, for good this time: How to Retain Users and Drive Engagement

Jul 24, 2023

3 min read

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In today's digital age, the issue of hyper-centralization has become a pressing concern. The concentration of data and power in the hands of a few entities has led to a loss of control for individuals. The concept of centralization itself is not inherently problematic, as there are valid reasons for bringing people and things together. However, when we are deprived of choice and deceived into thinking that there is only one access point to a space that should belong to all of us, the situation becomes problematic.

Social media platforms, in particular, have contributed to this hyper-centralization by creating filter bubbles that isolate us into our own echo chambers. The algorithms that prioritize engagement over diversity have further amplified this effect. The purpose of the web and social media was always meant to connect people, but instead, we find ourselves divided.

To address this issue, Tim Berners-Lee, the inventor of the World Wide Web, has called for collaboration between various sectors to tackle the threats to the web's future. It is clear that the obstacles we face are not solely technological. While computer scientists and engineers need to develop scalable decentralized personal data networks, we also need to focus on providing a better user experience than centralized platforms.

Interestingly, recent data shows that losing a significant percentage of mobile users is a common occurrence for most apps. On average, an app loses 77% of its daily active users (DAUs) within the first three days after installation. Within 30 days, that number increases to 90%, and within 90 days, it reaches a staggering 95%. This highlights the importance of engaging users during the critical first 3-7 day period.

The key to success lies in the onboarding flow and how the product is described. Users need to find immediate value in the app and repeatedly use it within the first week. Sending spammy email notifications with generic subject lines like "We Miss You" is unlikely to significantly impact user retention. Instead, the focus should be on activation triggers that drive ongoing engagement.

To retain users and drive engagement, here are three actionable pieces of advice:

Optimize the onboarding flow: The initial experience of users is crucial. Make sure the onboarding process is smooth, intuitive, and highlights the value proposition of your app. Provide clear instructions and guidance to help users understand how to use the app effectively.