Retention and activity analysis of a software product, Case Study

Abstract

User retention and activity of a software application are critical to its success. The purpose of this study was to analyze the case company’s data sets of its matchmaking software to understand who is not signing up and who is not using the software after sign-up. Studying the concepts of app metrics, what is considered important and successful across industries helped to verify the case company’s identified problems of poor user adaptation and activity of its matchmaking software. The theory part of the study consisted of Christian Grönroos’s Model of Service Quality and Philip Kotler’s 8-step marketing communication framework which were found as suitable frameworks to explain the findings of the analysis. Additional literature around the effects of discounts on the perceived value of a product was used to further explain some of the phenomena that were found during the analysis. Quantitative research methods and both univariate and bivariate data analysis were used in this study. The case company data sets were analyzed using frequency and contingency tables in the SPSS program to find out whether one variable affected another variable. This study helped to find out the questions of who the people are either not signing up or using the matchmaking software. The main findings were that discounts and payment type strongly affected the likelihood of users signing up. This new information will hopefully help the case company to increase the user adaptation & activity of its matchmaking software and can be used as a foundation for any future marketing plans of the software.