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:
Conversely, a food-tracking app that encourages daily food logging might characterize a dormant user like this:
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.
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.
To determine what constitutes dormancy for your app, consider these questions:
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.
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.
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:
In addition to general prevention tactics, various strategies can be employed to re-engage dormant users: