CleverTap, the full stack customer lifecycle, and marketing platform, today released its Industry Benchmarks for Food Delivery Apps report, revealing trends, challenges and best practices for marketers and app publishers in this highly-competitive market.
Based on the analysis of over three billion messages delivered across on-demand food delivery apps worldwide, the latest in CleverTap’s benchmarks series provides insights into how marketers can optimize their app performance.
While mobile apps currently account for 6 out of every 10 digital restaurant orders, individual food delivery apps face significant challenges when it comes to engaging with and retaining new users:
- Registration: Only 25 percent of users complete the signup process after the first app launch
- Retention: Only 22 percent of new users remain active after the first week
- Churn: A staggering 86 percent of new users will stop using an app within 2 weeks of the first launch
- Uninstalls: 54 percent of new users will completely uninstall the app within the first month
“The food delivery marketspace is booming thanks to the convenience it offers in today’s busy lifestyle. At the same time, however, the competition is getting more fierce. The food delivery app space has very low entry and exit barriers and hence churn and retention are constant challenges. The key to improve both, is to provide a differentiated experience at every stage of the user lifecycle,” said Almitra Karnik, Global Head of Marketing at CleverTap. “Showing enough value to get a user to sign up is only the first challenge. You also need to incentivize users to use the app and perform repeat transactions ‘in-the-moment.’ With this report, marketers will know more about how their apps are measuring up to the competition and understand how they can rise above the competition.”
The report provides data-backed actionable recommendations for confronting these challenges. In addition to best practices for driving engagement and winning customer loyalty, it offers tips on how to improve click-through rates (CTR’s) using specific emojis.