A 360° View of User Retention

Strategies Across Product, Analytics and Email

Watch the on-demand webinar here: https://youtu.be/bV-KE78TXZU

Your Retention Experts

Jackson Noel Co-founder

Alicia Shiu Product Marketing

Janet Choi Marketing Manager

Webinar Agenda

Welcome & Intro - 5 min

The 3 Stages of User Retention - 30-40 min

Q&A (Submit questions throughout!) - 10 min

Product

Analytics

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Why is User Retention So Important?

Why is User Retention So Important?

• Filling the top of the funnel doesn’t matter if your users are not sticking around.

• A successful product turns new users into habitual users by providing value quickly and often.

• Retention has the potential to impact all of a customer’s important metrics: engagement, LTV, payback period, etc.

The average app loses over 80% of its users within the first 3 days.

The 3 Stages of User Retention

First-time user experience (day 1) • Show value immediately

New user retention (day 2 through 90) • Drive deeper value often

Later-in-lifecycle marketing (post 90 days) • Keep it coming!

1 2 3

First-Time User Experience Day 1

Personalize Your Onboarding

First-time user experience

Aha! Moment

Personalize Your Onboarding

First-time user experience

Welcome screenForm Aha! Moment

Get persona data

Personalize Your Onboarding

First-time user experience

Welcome screenForm Aha! MomentGet out of the wayWalkthroughRedirect

Get persona data

Personalize Your Onboarding

Understand Your Onboarding Funnel First time user experience

Identify Your Onboarding Funnel Drop-offs

mock data

Identify the largest drop-off(s) in your onboarding funnel

Identify Your Onboarding Funnel Drop-offs

mock data

Identify the largest drop-off(s) in your onboarding funnel

Make Sure You Segment!

mock data

Be Opinionated About What to Do Next

Kitchen-sink approach Welcome Email

Tailored Welcome EmailsEngineer Welcome Marketer Welcome

New User Retention Day 2 - 90

Driving Further Adoption

Checklists leverage our bias to complete tasks

Quora

Broaden feature usage with targeted triggers

Adroll

Make It Contextual!

Make It Contextual!

Finding Aha! Moments

How do you find your Aha! moment?

Look for behaviors that are different between your retained

and churned users.

Use Behavioral Cohort Analysis to Find Aha! Moments

Behavioral Cohort Analysis: Cohort users based on actions they

have or have not completed.

Example: Users who set a daily reminder for meditation within 1st week

vs. Users who did not set a daily reminder within 1st week

Define the behavioral cohort:

Use Behavioral Cohort Analysis to Find Aha! Moments

Behavioral Cohort Analysis: Cohort users based on actions they

have or have not completed.

Example: Users who set a daily reminder for meditation within 1st week

vs. Users who did not set a daily reminder within 1st week

Weekly Retention - New Users, 1st 12 weeks

Reminder set: 3x higher retention!

Reminder not set

Create Email Bridges for Drop-offs

Send Nudges Towards Aha! Moments

✉ Day 2 + Day 30 if no action: Add StatusPage.io activity to team chat

✉ Day 3 + day 45 if no action: Set up metrics

✉ Day 5 + Day 60 if no action: Set up 3rd-party infrastructure component status

✉ Day 12 + Day 75 if no action: Create an incident template

✉ Day 16 + Day 90 if no action: Create a component group to organize page

Send Behavioral Drip Emails.

Goal: New users run their first email search in MailChartsTrigger: Signed up + haven’t performed a search15 min ✉ Show how easy it is to search with a gif

3 days ✉ Show the value of email search by framing it as new A/B test ideas

7 days ✉ Highlight a cool feature like search by email type

14 days ✉ Provide the results of a sample search and 3 types of insight

30 days ✉ Walkthrough of how to search competitors’ emails

For each major action you’d like users to take, send a series of prompting emails,

using different messaging and persuasion tactics.

Later-in-Lifecycle Marketing Post 90 Days

Encourage Additional Value In-App

Feature announcements HubSpot

Content engagement Atlassian

Don’t Ignore Your Resurrected Users

Resurrected Users: Previously active users who then became inactive for a stretch of time, and have now returned.

You’re probably

focused here

But don’t forget these

users!

Image source: jwegan.com

(you probably have a lot of these)

What Can You Learn from Your Resurrected Users?

By understanding your resurrected users, you learn:

• How to get resurrected users to become active users again • How to bring other dormant users back to life!

Improve the ‘resurrected’ experience - Don’t let them come back to an empty state

Identify triggers of resurrection

Discouraging...I’m just going to close this app now :(

Keep the Motivation Going

Celebrate Progress

1 Key Takeaway from Each Stage

1 Key Takeaway from Each Stage

1. Target and analyze your first run experience by persona

2. Drive users to successive Aha! Moments via

product and email. Find these moments with

behavioral cohort analysis

3. Keep momentum going with motivation and new value, and never ignore resurrected users

1 2 3

Questions?

ProductAnalytics

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