App stickiness

App stickiness refers to the ability of a mobile application to retain users over time by fostering regular, repeated use. It is a measure of how "sticky" or engaging an app is — that is, how often and consistently users return to it once they have started using it. High app stickiness indicates that users find lasting value in the app, resulting in lower churn rates and higher lifetime value (LTV).

Core Components

The stickiness of an app is often evaluated through a combination of the following factors:

• Frequency of use: How often users interact with the app on a daily, weekly, or monthly basis.
• Retention rate: The percentage of users who continue to engage with the app after their first use, typically measured at 1-day, 7-day, and 30-day intervals.
• Session length: The amount of time users spend in the app during each session.
• Engagement with core features: How actively users interact with the app’s main functionalities, such as making purchases, completing tasks, or interacting with content.

Why It Matters

App stickiness is a key indicator of an app’s success. High stickiness means that the app is indispensable to users, keeping them engaged long after they first download it. This directly correlates with better user retention, lower churn, and increased opportunities for monetization. Stickiness also indicates that the app has evolved beyond a one-time use to become a regular part of users' routines.

Low stickiness, on the other hand, points to weak engagement or poor user experience, often leading to high abandonment rates. It signals a need for improvement in user interaction, feature relevance, or in-app communication.

How Stickiness Is Measured

App stickiness is typically quantified by comparing DAU (Daily Active Users) to MAU (Monthly Active Users). This ratio, known as the DAU/MAU ratio, indicates how frequently users are returning to the app. The higher the ratio, the stickier the app.

Here are the key metrics for measuring app stickiness:

1. DAU/MAU Ratio: This metric shows the frequency of app usage. It is calculated by dividing the number of daily active users (DAU) by the number of monthly active users (MAU), then multiplying by 100. A higher ratio indicates higher user retention and stickiness.
2. Retention Rate: This measures the percentage of users who return to the app after a certain period (e.g., 1 day, 7 days, or 30 days). It shows how well the app keeps users engaged over time.
3. Session Length: This measures the average amount of time users spend in the app per session. Longer sessions usually indicate higher engagement and interest.
4. Core Feature Engagement: This tracks how actively users interact with the app’s main features (e.g., making a purchase, completing a task). High interaction with key features suggests a strong connection to the app and is a sign of stickiness.

These metrics collectively help assess whether an app is successfully keeping users engaged or if there’s room for improvement in user retention and interaction.

How to Increase App Stickiness

Improving app stickiness involves creating a compelling, frictionless experience that users want to return to. It’s about building long-term engagement by focusing on several key strategies:

1. Optimizing the onboarding experience

The onboarding flow is the user’s first major interaction with the app, and it plays a critical role in shaping future behavior. A seamless and engaging onboarding process not only introduces users to the app but also highlights its core value quickly. Well-executed onboarding increases the likelihood of users completing their first meaningful action and encourages them to return. In the case of InAppStory, interactive stories and step-by-step guidance can engage users immediately, helping them understand the app’s benefits right from the start.

2. Personalization at scale

Users stay engaged when they feel the content is tailored to them. Personalization goes beyond just using the user’s name; it’s about offering the right content, features, and notifications based on behavioral and demographic data. For instance, showing specific offers based on purchase history or targeting users with relevant content depending on their actions within the app keeps users interested. Personalization strengthens the emotional connection with the app, transforming it from a tool to a personalized service.

3. Consistent in-app communication

Keeping users engaged requires regular, context-sensitive communication that feels native to the app experience. In-app messages, stories, and notifications should remind users of the app’s value without overwhelming them. InAppStory allows marketers to integrate product announcements, tutorials, and reminders directly into users' journeys, ensuring that each communication feels timely and relevant. For example, a story introducing a new feature can be followed by an in-app message to prompt immediate use, turning awareness into action.

4. Gamification to drive continuous engagement

Incorporating elements of gamification — like rewards, progress tracking, and challenges — can significantly enhance long-term user engagement. Users enjoy the sense of achievement and progression that gamified elements provide, which can become a core part of the app experience. Whether it's unlocking achievements, collecting rewards, or progressing through levels, gamification creates positive reinforcement loops. For example, apps like Dodo Pizza use gamification to encourage users to try new products by rewarding actions with points, leading to repeat purchases and higher engagement.

5. Regular content updates to keep users interested

The app must evolve to maintain long-term engagement. Frequent updates in the form of new features, seasonal promotions, or new content keep the app experience fresh and exciting. These updates signal to users that the app is alive and continually improving. Apps that offer regular updates — whether in the form of new content, features, or challenges — encourage users to return frequently to explore new offerings. This strategy helps prevent stagnation and keeps users engaged beyond initial interactions.

6. Push notifications and reminders that strike the right balance

Push notifications and in-app reminders can be incredibly powerful when used thoughtfully. Timely notifications, such as reminders about unfinished tasks, new features, or limited-time offers, can prompt users to re-engage without feeling intrusive. The key is ensuring that the notifications are relevant, personalized, and not sent too frequently. By giving users just the right nudge at the right time, you increase the chances of them returning to the app.

In summary, increasing app stickiness requires a balanced combination of engaging content, personalization, seamless communication, and ongoing value. By implementing these strategies thoughtfully, apps can build deeper connections with users and sustain long-term engagement.