Why your app isn’t getting used and how to fix it

Here’s a sobering stat to start with:

According to Statista, the average app loses 77% of its daily active users within just three days of installation. That number jumps to 90% within 30 days.

And it’s not because people don’t like using apps, mobile users are spending more time in apps than ever. Users spent 5.1 hours per day on their phones on average, with 88% of that time spent inside apps.

The problem isn’t the platform. It’s the experience.

If your app isn’t giving users a reason to stick around and making it easy for them to do so, they won’t.

You’ve got one shot to make a first impression, and in the app world, that means onboarding.

A confusing, slow, or overly complicated onboarding process is a sure-fire way to lose new users. If someone opens your app and doesn’t instantly understand what it does, why it’s valuable, or how to get started, they’ll bounce. Simple as that.

Your onboarding process should:

• Be short, clear and focused on the value
• Highlight key features or actions they should take
• Skip the fluff, no one wants to click through 10 tooltips
• Feel native and in-tune with the overall app experience

And crucially, it should be testable. We work with clients to iterate on onboarding flows with real user feedback. Sometimes, a single tweak, a better CTA, a clearer explanation, a ‘skip’ button, can change the game.

Image source.

If a user has to ask, “What’s the point of this app?”, you’ve already lost them.

One of the biggest reasons apps fail is that the core value proposition isn’t obvious. This often happens when teams are too close to the product; they know what it’s for, so they assume users will too. But new users come in cold. If the benefit isn’t crystal clear from the first 30 seconds, they’ll move on.

Great apps don’t just do something; they show users why it matters. Think about the first thing people see after they open your app. Is it clear what they can achieve? Is the benefit obvious? Or are you showing off a feature list with no real context?

When we carry out app audits at The Distance, one of the first things we test is whether the value of the app is obvious without needing a walkthrough or a manual. It’s amazing how often it’s not.

User experience isn’t just about looking pretty; it’s about reducing friction.

Apps that feel clunky, have awkward navigation, or bury key actions under confusing menus are the ones users abandon fast. And it’s not always obvious to internal teams. We’ve seen beautiful apps that technically ‘work’, but are a pain to use.

UX issues can look like:

• Menus that move or change on different screens
• Key actions (like checkout or booking) taking too many taps
• Inconsistent language or unclear icons
• Pages taking too long to load or not responding to touch

When people search for app developers, they’re often looking for someone to fix these problems, not rebuild from scratch. That’s where a redesign or UX refresh can make a huge difference without starting over.

No one likes a buggy app.

A crash. A lag. A loading screen that never ends. These tiny moments chip away at user trust, and that trust is hard to get back.

According to a report, 51% of users will abandon an app if they experience even one technical issue.

You might be surprised how often performance issues go unnoticed internally, especially if your team is only testing the app on the latest iPhone, with a full battery and perfect Wi-Fi. Real-world users don’t always have that luxury.

This is where regular performance audits are vital. Our development team at The Distance works with businesses to spot bottlenecks, streamline backend processes, and run stress tests across different devices and connection speeds.

This one’s a little harder to quantify, but it’s crucial.

Even if your app works perfectly and looks the part, it still needs to earn a place in your user’s day. If it doesn’t solve a genuine, repeatable problem or deliver value consistently, people won’t remember to use it.

It’s why we work so closely with partners during the discovery phase. Understanding user behaviour, when they’ll use the app, why, and how, makes or breaks long-term engagement.

Sometimes the fix isn’t about code. It’s about positioning. Adding useful push notifications. Integrating with calendars. Making login easier. Helping users build a habit around your app is where retention lives.

The short answer? You audit, adapt and iterate.

If your app isn’t performing, the first step is to understand why. That means taking a clear-eyed look at the data, the experience, and the tech, then mapping out the smartest way forward.

At The Distance, we help businesses do exactly that. Our app audits go under the hood of your product, looking at everything from onboarding flows to backend performance. We’re not here to throw shade, we’re here to give you a plan.

And if your app needs a new lease of life? Our app redesign services have turned around digital products across sectors, from tourism to finance to field ops.

Whether you're searching for expert app developers or typing "app developers near me" into Google, make sure you’re working with people who get the bigger picture. Not just what your app does, but why people would care enough to come back.

If you’ve read this far, chances are your app isn’t quite living up to expectations. That’s OK. You’re not alone, and you’ve already taken the first step by figuring out what might be going wrong.

Our advice? Don’t wait until you’ve lost your user base.

Let’s talk about how to get your app back on track, whether that’s with an audit, a redesign, or a fresh perspective from app developers who’ve seen it all.