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Dormant Users

What Are Dormant Users?

Dormant users refer to individuals who were previously active within your application but have ceased engaging with it.

The duration of inactivity and the specific actions considered as activity vary from one application to another. For instance, a banking app might outline a dormant user as follows:

  • Inactivity spanning more than 30 days.
  • Activity entails logging into the app.

Conversely, a food-tracking app that encourages daily food logging might characterize a dormant user like this:

  • No activity for over a week.
  • Activity involves logging at least one food item into the app.

The Value of Dormant Users

For many businesses, regaining dormant users is more cost-effective than acquiring new ones. Even more economical is proactively engaging users who are on the verge of becoming dormant. Therefore, comprehending the identity of dormant users, the reasons for their dormancy, and potential interventions is crucial.

Identifying Dormant Users

The initial step to identify dormant users entails establishing criteria for dormancy, including the duration of inactivity and the specific activities not performed by the user. These criteria will differ across industries and applications.

Defining Dormancy for Your App

To determine what constitutes dormancy for your app, consider these questions:

  • What timeframe signifies dormancy: five days, one week, one month, or longer?
  • How do your most profitable users stand out in terms of in-app activity compared to others?
  • How frequently do profitable users engage with your app?
  • What in-app actions do profitable users routinely undertake?

Dormant Users Example

 While analyzing app data, you might discover that users who go on to subscribe typically log in for at least five days during their seven-day free trial. Consequently, you could categorize a dormant user as someone with just one day left in their trial but who has logged in on four days or fewer. Subsequently, you could initiate a re-engagement campaign targeting these dormant users, encouraging them to subscribe on the seventh day.

Understanding Dormancy Causes

After identifying dormant users, the subsequent step involves deciphering the reasons behind their disengagement. Potential factors could include confusion about app functionality, boredom with content, or simply forgetting about the app.

Examining data for patterns among formerly active users who became dormant is essential. Reviewing prior communications with dormant users and exploring any correlations between increased dormancy and industry-related events could provide insights.

Once the causes of dormancy are known, a targeted approach can be devised to address the issue, with regular assessments to adapt to changing patterns.

Winning Back Dormant Users

By the seventh day post-download, less than 7% of users remain engaged with an app. To enhance user retention, several key principles can be applied:

  • Offer clear app-usage instructions upon initial login.
  • Remind users of the app’s benefits over time.
  • Continuously improve design based on user feedback.
  • Regularly introduce new content to maintain user interest.
  • Promote off-app interaction, like social media engagement.

Re-Engagement Strategies for Dormant Users

In addition to general prevention tactics, various strategies can be employed to re-engage dormant users:

  • Deep-link email subscribers to in-app activities.
  • Run ad campaigns targeting dormant users.
  • Implement push notifications with incentives for in-app actions.
  • Provide discounts or coupons for returning users.
  • Offer exclusive content in exchange for re-engagement.
  • Notify users about new features.
  • Utilize social proof to demonstrate app popularity.

Key Insights

  • Dormant users are those who haven’t performed specific activities within a defined timeframe.
  • Dormancy definitions differ based on individual apps and industries.
  • Preventing dormancy involves clear instructions, consistent updates, and design enhancements.
  • Winning back users entails various re-engagement strategies like push notifications and incentives.
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