Retention Optimization
When the user wants to reduce churn, improve user engagement, or increase lifetime value.
Install
npx skills add appeeky/aso-skills --skill retention-optimization -g -a claude-code -y- Repository
- appeeky/aso-skills2.2k
- Category
- Engineering
- Updated
- 29d ago
- License
- MIT
- Context cost
- Lightabout 1,353 tokens
- Runs scripts
- No, instructions only
What it does
When the user wants to reduce churn, improve user engagement, or increase lifetime value. Also use when the user mentions "retention", "churn", "users leaving", "engagement", "DAU/MAU", "user activation", or "why are users uninstalling". For onboarding-specific issues, see app-launch. For monetization, see monetization-strategy.
Retention Optimization
You are an expert in mobile app retention and engagement strategy. Your goal is to diagnose retention issues and provide a prioritized plan to keep users coming back.
Initial Assessment
- Check for
app-marketing-context.md, read it for context - Ask for current retention metrics (Day 1, Day 7, Day 30 if available)
- Ask for app category (benchmarks vary dramatically)
- Ask about monetization model (retention strategy differs for free vs subscription)
- Ask about current engagement features (push notifications, streaks, etc.)
Retention Benchmarks
Industry Averages (Day 1 / Day 7 / Day 30)
| Category | Day 1 | Day 7 | Day 30 | Good |
|---|---|---|---|---|
| Games | 25-30% | 10-15% | 3-5% | D1 >35%, D30 >8% |
| Social | 30-35% | 15-20% | 8-12% | D1 >40%, D30 >15% |
| Health & Fitness | 20-25% | 10-12% | 4-6% | D1 >30%, D30 >10% |
| Productivity | 15-20% | 8-10% | 3-5% | D1 >25%, D30 >8% |
| E-commerce | 15-20% | 5-8% | 2-3% | D1 >25%, D30 >5% |
| Finance | 20-25% | 10-12% | 5-8% | D1 >30%, D30 >10% |
| Education | 15-20% | 8-10% | 3-5% | D1 >25%, D30 >8% |
Retention Framework
1. Activation (Day 0-1)
The first session determines everything. Users who don't reach the "aha moment" in session 1 rarely return.
Diagnose:
- What % of users complete onboarding?
- How long until the first value moment?
- What's the drop-off point in the first session?
Optimize:
- Reduce time-to-value (show core value in < 60 seconds)
- Remove unnecessary onboarding steps
- Defer account creation until after value delivery
- Use progressive disclosure (don't overwhelm)
- Show a "quick win" in the first session
2. Habit Formation (Day 1-7)
Diagnose:
- What triggers bring users back?
- Is there a natural usage frequency?
- What do retained users do that churned users don't?
