The mobile app market is evolving at an exponential rate and in 2019 alone, users downloaded more than 204 billion apps worldwide! Expected to generate more than $935 billion in revenue by 2023, breaking into this industry by designing a successful app is no easy feat. The constant changes in design trends, users’ needs, and users’ taste make it even harder. Even a great UX design that fetched you high conversion rates and good app ratings in 2020 might become obsolete by the end of 2021. Redesigning or an app revamp to stay relevant and in-tune with the current trends is the only way for your business to move forward.
Today, you’ll hardly find a technology/app company that hasn’t changed the UI and UX of their app(s) at least once. For instance, you might remember Instagram’s old skeuomorphic design before it switched over to a flatter and simpler design.
Even though change is inevitable, you need to know when to plan for a design revamp. An app revamp may or may not involve considerable time and resources, depending on your requirements. But it surely affects the future of your profits (and company). Revamps should never be undertaken on a whim and you are advised to consult with a good UX UI design agency such as Divami before proceeding with the changes.
Now, let’s take a look at some of the tell-tale signs that will point you in the right direction.
1. App downloads pointing toward the red
One of the best ways to know if your app is successful is by tracking the number of downloads. The app download is also a metric for measuring user engagement. So, if you’re getting hundreds and thousands of daily downloads, it means that users are responding well to the design of your app.
On the flip side, if you’re not getting as many app downloads as you’d hoped, you need to analyze the app’s design. Focus on the icon and name of the app, the description, and the overall design. Maybe, the color scheme is not attractive enough or the font selected is off-putting, or the illustrations are not convincing enough.
2. A high churn rate
Churn rate refers to users who have ditched or stopped using your app after downloading it. Keep a close eye on the churn rate because studies show that approximately 79% of users ditch an app after day one and after 3 months, the number may double.
The focus here is to retain or have more users than losing them. So, if your churn rate is high (or the user retention rate is low), you need to take a long, hard look at the design and user interface of your app. Some of the common reasons for a high churn rate are:
- Confusing or complicated UI
- Navigating the app is a maze
- The crash rate of the app is too high
- The app has a slow loading speed
3. The number of daily active users is not impressive
Are users engaging with your app daily? No? If user engagement is low, it might be that users don’t like the design, find the features of the app outdated or the steps needed to complete to take an action are too many. You need to consider an app revamp to simplify the process for your users and make the app more user-friendly. Also, you can consider coming with new feature updates or bug fixes now and then so that users stay engaged and get reasons to keep using your app.
4. Low average visit time, as well as, screen views per visit
The average duration of the users’ sessions refers to the average visit time and screen views per visit. Monitor how many app screens a user engages with during a session. Both of these will give you an idea of how engaged your active users are with your application.
In general, your users should spend a long time in your app and interact with several screens. This will show a high engagement level. If this isn’t achieved, you need to assess the reason behind a low engagement rate and why users are leaving your app as soon as they come. Find out the last screen on your app that has the most number of drop-offs and analyze the reasons behind it. You can create surveys or go through user feedback to make the required changes when redesigning your app.
5. The app rating is below 3 out of 5
One of the biggest red flags is a low app rating of less than 3 on the App Store or Google Play Store. The rating of your app is a quick way to ascertain what your users think of your app. Also, the rating of your app will either encourage or discourage other users from downloading your app.
So, if your app has a poor rating, you are advised to conduct a thorough app audit to find out what’s wrong. Also, prepare yourself to invest in a complete overhaul of your app.
6. The screen flow assessment report came back with a series of problem areas
Screen flow assessment monitors and tracks exit by screens, the flow between different app screens, and the total occurrences of user visits to screens. It also helps in monitoring user interactions or actions in your app. This assessment is conducted to get an idea of how users navigate your application. If the assessment report comes back with a number of problems, it means that your app isn’t fine-tuned. You have to think of ways to simplify app navigation, create better funnels and even create in-app marketing campaigns to re-engage users who’ve lost interest in your app.
When we’re talking about app revamp and solving screen flow problems, you can take a look at what Uber has done. To improve engagement levels and screen-interaction, the app was revamped and the newer version features taxis or cars that are immediately available. The newer version is informative and it allows users to interact more.
So, have you noticed these signs? Do you think there is a need for an app revamp? Get an expert opinion by contacting Divami, the top-rated UX agency.