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High Uninstall Rate

A few days ago I wrote a blog post with a bunch of statistics. The biggest problem in that blog post was the high uninstall rate. It’s been there since we launched Phoney Girlfriend.

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We have a really high uninstall rate.

We have a really high uninstall rate.

It’s not good when on average 85% of people who download your app uninstall it. Looking at that graph you might think our uninstall rate is higher, but you can’t get much higher than 85%. You also might be thinking “How the fuck did you manage an uninstall rate of 201%?” It’s because we stopped our ad campaign, and so installs went down, which meant people who had downloaded the app a few days ago were uninstalling it. This is because the uninstall rate lags behind the install rate.

The uninstall rate of 201% is actually kind of positive. It meant players uninstalled at least a day after downloading the app, which is better than uninstalling seconds after they installed it.

Originally I thought the high uninstall rate must be because the icon was too sexy, if you saw it on someone’s phone you might mistake it for a porn related app. So people uninstalled it because they were embarrassed.

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Our new logo and our previous logo.

Our new logo and our previous logo.

So we got someone to create something more tame. That did not work at all. We launched the game with the tame logo and uninstall rates have been just as high.

What’s the reason then?

Don’t know. There has to be a reason people are uninstalling. I have a few theories, but I’ll need to run tests to prove them.

1. People do not like Brenda. A few have complained her script is boring.

2. They got through all the content in the game.

3. It’s buggy.

Testing

To prove theory #1, we could add in a more interesting free character, to see if that improves uninstall rates.

To prove #2 we could add in more detailed analytics, so that we can closely track how people play the game. You can track so much these days, I can pretty much create a replay file of someone playing the game and send it up to my server. So that I can closely analyse how they play. If I see that people write two or three mesages to Brenda then delete the app, I can be fairly sure they found her boring.

If a player gets through all of Brendas messages, and then deletes the app, it’s clear he uninstalled because he was out of content.

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Lot's of bugs to fix, but don't bother with the unimportant ones.

Lot’s of bugs to fix, but don’t bother with the unimportant ones.

The bug theory is easy to test as well. Simply fix all the bugs and then check the uninstall rate after that. What a piece of cake.


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