{
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    "type" : "single",
    "title" : "Trends on Tuesday: Retaining Your Mobile Audience Is Critical (and Difficult!) From Day 1 |Digital.gov",
    "description": "Trends on Tuesday: Retaining Your Mobile Audience Is Critical (and Difficult!) From Day 1",
    "home_page_url" : "/preview/gsa/digitalgov.gov/snyk-fix-08ac0319715b31f28b1a7897cd249f39/","feed_url" : "/preview/gsa/digitalgov.gov/snyk-fix-08ac0319715b31f28b1a7897cd249f39/2016/02/02/trends-on-tuesday-retaining-your-mobile-audience-is-critical-and-difficult-from-day-1/index.json","item" : [
    {"title" :"Trends on Tuesday: Retaining Your Mobile Audience Is Critical (and Difficult!) From Day 1","summary" : "How perfecting your day-1 experience for users is critical for retention.","date" : "2016-02-02T10:00:16-04:00","date_modified" : "2024-07-10T08:44:18-04:00","authors" : {"wsullivan" : "Will Sullivan"},"topics" : {
        
            "emerging-tech" : "Emerging Tech",
            "mobile" : "Mobile"
            },"branch" : "snyk-fix-08ac0319715b31f28b1a7897cd249f39",
      "filename" :"2016-02-02-trends-on-tuesday-retaining-your-mobile-audience-is-critical-and-difficult-from-day-1.md",
      
      "filepath" :"news/2016/02/2016-02-02-trends-on-tuesday-retaining-your-mobile-audience-is-critical-and-difficult-from-day-1.md",
      "filepathURL" :"https://github.com/GSA/digitalgov.gov/blob/snyk-fix-08ac0319715b31f28b1a7897cd249f39/content/news/2016/02/2016-02-02-trends-on-tuesday-retaining-your-mobile-audience-is-critical-and-difficult-from-day-1.md",
      "editpathURL" :"https://github.com/GSA/digitalgov.gov/edit/snyk-fix-08ac0319715b31f28b1a7897cd249f39/content/news/2016/02/2016-02-02-trends-on-tuesday-retaining-your-mobile-audience-is-critical-and-difficult-from-day-1.md","slug" : "trends-on-tuesday-retaining-your-mobile-audience-is-critical-and-difficult-from-day-1","url" : "/preview/gsa/digitalgov.gov/snyk-fix-08ac0319715b31f28b1a7897cd249f39/2016/02/02/trends-on-tuesday-retaining-your-mobile-audience-is-critical-and-difficult-from-day-1/","content" :"\u003cp\u003eGoogle Product Director and author, Luke Wroblewski, wrote a piece about \u003ca href=\"http://www.lukew.com/ff/entry.asp?1955\"\u003ehow perfecting your Day-1 experience for users is critical\u003c/a\u003e because retention after that point is incredibly difficult.\u003c/p\u003e\n\u003cdiv class=\"image\"\u003e\n  \u003cimg\n    src=\"https://s3.amazonaws.com/digitalgov/_legacy-img/2016/02/600-x-400-Woman-using-her-Mobile-Phone-Night-Light-Background-LDProd-iStock-Thinkstock-450947285.jpg\"\n    alt=\"Woman using her mobile phone, outside at night.\"/\u003e\u003cp\u003eLDProd/iStock/Thinkstock\u003c/p\u003e\u003c/div\u003e\n\n\n\u003cp\u003eWroblewski said that 25% of native mobile apps are abandoned after their first use and that the number of active users drops 77% in the first three days after installation.\u003c/p\u003e\n\u003cdiv class=\"image image-right image-right-legacy\"\u003e\n  \u003cimg\n    src=\"https://s3.amazonaws.com/digitalgov/_legacy-img/2016/01/250-x-444-Variety-of-federal-mobile-apps.jpg\"\n    alt=\"A variety of federal mobile apps for citizens seen on an Android smartphone screen.\"/\u003e\u003c/div\u003e\n\n\u003cp\u003eTo combat that drop off, he suggested focusing on your onboarding and the user’s first experience with the app through things like \u003ca href=\"http://www.lukew.com/ff/entry.asp?1678\"\u003egradual sign-ups\u003c/a\u003e, since many people will turn off completely when they hit that wall.\u003c/p\u003e\n\u003cp\u003eAlso, keep in perspective that this is just among the percentage of users who have found your app in the store and who like your organization or what it does enough to install the app and go through the download and installation process. Each of those steps adds hurdles and is why it’s a risky and expensive proposition for government agencies unless they’re offering a specific experience that absolutely \u003cem\u003eneeds\u003c/em\u003e to be an app.\u003c/p\u003e\n\u003cp\u003eThis steep climb and the difficulty to retain customers are core reasons I predicted that apps would lose some steam as mobile-optimized websites get better in \u003ca href=\"/preview/gsa/digitalgov.gov/snyk-fix-08ac0319715b31f28b1a7897cd249f39/2016/01/12/trends-on-tuesday-10-mobile-government-and-tech-trends-for-2016/\"\u003emy government tech and mobile trends for 2016\u003c/a\u003e.\u003c/p\u003e\n"}
  ]
}