In the competitive universe of apps, gaining an installation is not nearly enough. The real challenge beginsafterthe download. According to a recent study by Appsflyer, only 1 in 10 users make a purchase after installing an app, and during periods of low demand, this rate drops to less than 5%.
The scenario can have a significant impact on companies' media budgets. The alert comes fromAppreachagency specialized in advertising and performance for apps. For André Sales, CMO of Appreach, brands are leaving money on the table by not activating the user at the right moment. "Purchasing behavior in apps has a critical window. About 40% of conversions happen on the first day, and 75% by the seventh day. If marketing is not prepared to act during this period, the opportunity is wasted," he explains.
Another key finding of the study: users who make their first purchase have nearly a 60% chance of becoming repeat buyers. And the second purchase usually occurs about 10 days after the download. In other words, a good start can establish a cycle of loyalty and recurrence.
What does this mean for the e-commerce market? Transforming installations into sales and sales into recurring revenue requires much more than acquisition campaigns. "The rules of the game have changed. It is necessary to invest in engagement, remarketing, and personalization strategies right from the first week of use," affirms André.
For Appreach, the most successful apps are those that use data intelligence not only to sell but to build relationships from the first touch on the screen. The most effective strategies include:
- Activate desire in the first minutes after download, taking advantage of the user's peak attention;
- Create personalized and irresistible offers within the critical three-day window;
- Use smart and contextualized notifications, based on initial browsing behavior.
- Offer a smooth, intuitive, and frictionless shopping journey from the first click to checkout.
In the agency's view, each installation represents more than a number; it is a chance to create real value, generate connection, and deliver an experience that leaves a lasting impression. The company's mission goes beyond performance: it's about making each journey unique and every app unforgettable.
