a 360° view of user retention [webinar slides] - strategies across product, analytics, and email
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A 360° View of User Retention
Strategies Across Product, Analytics and Email
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
Emai
l
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
Emai
l
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