Hi there,
Really happy to give you some initial thoughts and guidance on your app. It sounds like you've put a lot of work in already, so hopefully these ideas can help take things to the next level.
We'll need to look at your current user journey...
First things first, it's worth really digging into why you're seeing such small retention. 50 users a week isn't bad for an app that’s free and still in beta, but if they’re not sticking around, you're just pouring water into a leaky bucket, aren't you? Proper retention is the foundation you need to build on to allow your app to grow, so this is what I'd focus on first.
I'd say you need to find out why they are dropping off. Get some real user feedback. Think about using a simple in-app survey, and make sure you target *both* new users and those who've churned. Ask them what they liked, what they didn't, what was confusing, what was missing. The key thing is, ask open ended questions so that you don't lead them into a certain answer. Do users find the app clunky? Is the recipe database not diverse enough? Are there permission issues? Don't be afraid of negative feedback. It's much more valuable than praise in the long run!
I know one client who spent ages building out this amazing dashboard, only to find out in user testing that no one even understood how to use half the features. They had to go back to the drawing board and simplify the whole thing. So that's what I mean, better to find out sooner rather than later.
You probably should optimise your onboarding process...
Onboarding is another big one. You need to make a killer first impression, almost before people have even had a chance to use your app. You'll need to make it brain-dead simple for new users to understand the core value of your app. I've seen so many apps fall at this hurdle. People download them, get confused, and then just uninstall them straight away. That's why it's important to ensure they get value immediately.
Have you considered offering a dummy run with fake data? Show them how easy it is to create a meal plan, tweak a recipe, or find something new based on their existing ingredients. Make it interactive, and make it feel rewarding. One client we had that saw success with having a progress bar, for example. This helps people feel like they are moving forward, even if they have only completed a few steps in the onboarding process.
Also, don't ask for too much information upfront. Just get the essentials, and then gradually collect more data as they use the app. The more fields people have to fill out, the less likely they are to complete the process. Ensure there is no friction at all, so make it as easy as possible for people to sign up.
You'll need a different approach to your marketing...
Okay, so you mention "marketing subreddits". If you are just posting about your app, it's likely that you are not being effective. Honestly, people can smell self-promotion a mile away. I'd say you need to offer value first, before you even mention your app. Engage in conversations, answer questions, give real, actionable advice related to meal planning and cooking, and *then* subtly mention your app if it's genuinely relevant to the discussion. Think of it as building relationships, not just blasting out adverts.
Think about offering some free resources, like a guide to quick and cheap meals, or a collection of healthy recipes. Give it away in exchange for an email address, and then you can start nurturing those leads. I remember one software client. We helped them create a free lead magnet and promoted it with ads. This generated hundreds of highly qualified leads.
I've detailed my main recommendations for you below:
| Area | Recommendation |
|---|---|
| Retention | Implement in-app surveys to gather user feedback on why they are leaving. Focus on fixing usability issues, content gaps, and bugs. |
| Onboarding | Simplify the onboarding process. Offer a dummy run with fake data to showcase the app's value quickly. Reduce the amount of information required upfront. |
| Marketing | Shift your marketing approach in subreddits from promotion to engagement. Provide valuable advice and resources related to meal planning and cooking. Subtly mention your app only when relevant to the discussion. |
Running an app can be tough, especially when you're doing it all yourself. Getting a professional involved to give you advice can make a world of difference though. We've helped other similar apps get traction, and sometimes an outside perspective can make all the difference.
We're happy to have a free consultation with you to talk about this in more detail.
Regards,
Team @ Lukas Holschuh
