How Rapido Used a Tiny Detail to Keep Users from Uninstalling
Sometimes, marketing isn’t just about acquiring users—it’s about keeping them. And one small but brilliant example of this caught my attention recently when I was trying to uninstall Rapido from my iPhone.
The Setup: A Last-Minute Plea from Rapido
I had tried out Rapido’s bike taxi service while in Bangalore, but when I returned home (where Rapido isn’t available), I decided to clear some space on my phone. Like any iPhone user, I long-pressed the app to bring up the “Remove App” option.
But that’s when I noticed something clever.
Rapido had customized this menu with a small but emotional touch:
🚨 “Don’t remove our app! Give us a second chance!”
And below that:
⚠️ “Bugs or any issues? Let us know here!”
At that moment, I had to give huge credit to Rapido’s product team for hyper-optimizing every possible touchpoint—even the uninstall process.
Why This is Genius
It’s a Small, Unexpected Delight
Most brands focus on user acquisition, but very few optimize for retention at the last possible moment.
This little message is a final attempt to make the user reconsider, and it works because it adds an emotional touch.
It Gives Users a Second Thought
Instead of mindlessly uninstalling, this tiny moment of friction makes users pause for a second.
Maybe they remember a good experience with the app. Maybe they think, “Hey, I might need this later.”
It Shows That They Care
The “Bugs or issues?” message signals that Rapido is willing to listen and improve rather than just letting users leave silently.
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