Based on Quettra’s data, we can see that the average app loses 77% of its DAUs within the first 3 days after the install. Within 30 days, it’s lost 90% of DAUs. Within 90 days, it’s over 95%. Stunning.

The key to success is to get the users hooked during that critical first 3-7 day period.

where I see that most of the leverage in improving these retention curves happen in how the product is described, the onboarding flow, and what triggers you set up to drive ongoing retention.

users find the top apps immediately useful, use it repeatedly in the first week, and the drop off happens at about the same speed as the average apps.

Bending the curve happens via activation, not notification spam

the best way to bend the retention curve is to target the first few days of usage, and in particular the first visit.

Whatever you do, sending a shitload of spammy email notifications with the subject line “We Miss You” is unlikely to bend the curve significantly.