Here's our table. Let's look at the app-only audience.
|Website + App||50||250||300||1,000||1,600|
Here's the "Re-Visit Rate" for those who only use the app:
- Re-Visit Rate = (100 + 300 + 200) / (100 + 300 + 200 + 1,000) = 37.5%.
- Re-Visit Index, Website = 100 / 600 = 16.7%.
- Re-Visit Index, App = 300 / 600 = 50.0%.
- Re-Visit Index, Website + App = 200 / 600 = 33.3%.
When you see trends like this, you know that the app is going to win, long-term. And if the app is going to be the preferred channel, long-term, you have a responsibility to educate the rest of your management team about the implications of this shift in customer behavior. The new channel is clearly going to command the interest of the customer, and needs to be developed accordingly. Conversely, the existing channel is going to experience a slow customer drain over time --- if the existing channel is responsible for generating advertising revenue, then a lot of thought needs to go into how your brand will maintain a steady diet of advertising revenue when channel shift really takes hold.