Behavior Shaping – Part VI
Dormant Users
Growth Hacking Secrets of Silicon Valley
Oct, 2013
Speaker Intro
• Hypergrowth Navigator @ Tenth
Dimension Design Labs
• 10D Labs - team of growth hackers,
data scientists, ...
Behavior Shaping Overview
• Growth Hacking – UX Design + Marketing + Psychology
• Behavior Shaping – Proactive Customer Ev...
Part VI: Dormant Users
• Oh, crap…where did
my customers go?
• They were
engaged, but haven’t
returned in 3-28 days*
• Not...
Why Do Customers Go
Dormant? Lots of Reasons…
Got busy
Got what I needed
Lost phone
Found alternative
Fatigue
New app stea...
What % of Your Users Are Going
Dormant?
% of Users Going Dormant
After 1-2 Uses
Rocking It – Marketing/sharing
is finding ...
Re-Engagement Campaigns
• Designed to address recently dormant
customers
– Gets “idle” customers back
– Helps teach custom...
Best Practice – Email Refresh
• For “Periodic” users, a
refresh/reminder can be
helpful
• Email is a good format
since it ...
Email Refresh Type - Content
• Send reminder of new
content, new
products, new features
• Fab example –
wonderful eye cand...
Email Refresh Type – Power
Users
• Show how other users
use your app in new and
creative ways
• Cleverbug example –
Custom...
Email Refresh Type – Pushed
Reviews
• Testimonials and
reviews - remind your
customers that
everyone love you!
• Good tact...
Email Refresh Type – FOMO
• FOMO = “Fear Of
Missing Out”
• Pinterest example –
People are pinning
your stuff
• Top
content...
Email Refresh Type – Thank You
• “Thank you” are two
of the most powerful
words EVER.
• Another good place
to ask for
feed...
Some Email Tips
Always identify
where e-mail is
coming from and
why it was sent.
(+3%)
Close up of
smiling faces
above the...
Analysis of Your Current
Engagement Patterns
Proprietary
Content
Removed
Recommendations
Proprietary
Content
Removed
Thank You! See You On The
Trails…
Scott@10dlabs.com
@scott_dunlap
Linkedin.com/in/scottdunla
p
atrailrunnersblog.com
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Mobile User Behavior Shaping - Addressing Dormant Users

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Another chapter from Growth Hacking Secrets of Silicon Valley, this one is on mobile behavior shaping, particularly for the case of dormant users. What happens when you get users and a bunch of them leave after 1-2 uses? That's a dormancy issue.

Is it a big problem? Could be. But dormancy isn't always a bad thing. For example, if your mobile app sells jewelry, you can't expect users to check in every day. This deck helps you determine if your dormancy issue is critical, and offers some tips on setting up re-engagement campaigns to get them back in and boost active users by 5-22%.

Note - I use the Kahuna Customer Engagement Engine (http://www.usekahuna.com) to set these campaigns up. If you are a Kahuna customer, let me know and I can send you the templates. If not, you should check it out! No easier way to identify and address behavior patterns in real-time.

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  • Although dormancy can look a little scary, it’s not always a bad thing. Sometimes it is to be expected. Some apps set their engagement rate very high, such as a social network, communications program, or productivity tool, and can expect to have daily use. The rest of us, however, will have some periods of dormancy that is to be expected. If your app is to make birthday cards, for example, you may not have friends with birthdays this week. Technically you will “go dormant”, but it is an expected behavior. If you’re finding that 80-100% of your users go dormant, you have a fundamental problem. This is unsustainable, and you should shut off your marketing until you can pinpoint the source.If you have a large single-use base (50-80% go dormant), it’s not exactly a burning fire kind of problem, but it is problematic. The main cause of falling into this range is (1) your app is not performing consistently [crashing, slow, etc.], (2) your are buying downloads that target users that aren’t a good fit, or (3) there is still something in your onboarding/new user flow that doesn’t jive. It could be more fundamental in that you haven’t nailed your time-to-delight. But if all of these users are sharing, contributing content, etc., it may not be a completely bad situation. But you need to go back to the drawing board.If 15-50% of your users are going dormant, you are in the range of what most apps experience. This is also where non-daily-use apps tend to live, such as mcommerce apps, asynchronous games like Scrabble, and specific use apps. As long as your app is still top of mind when the use case comes along, this is okay. And this is where behavior shaping marketing can be helpful.Lastly, if you’re rocking it, you’re rocking it. This is where a lot of companies don’t “push a string” by buying downloads and the such, and let their communities naturally grow. This builds a great foundation, albeit not often as fast as most growth hackers want, but it’s worth the wait. Dropbox found folks who needed storage by creating cloud storage for cross-company teams, LinkedIn spread through professional networks but it took nearly two years to hit 1 million users. Patience is a good thing.
  • Mobile User Behavior Shaping - Addressing Dormant Users

    1. 1. Behavior Shaping – Part VI Dormant Users Growth Hacking Secrets of Silicon Valley Oct, 2013
    2. 2. Speaker Intro • Hypergrowth Navigator @ Tenth Dimension Design Labs • 10D Labs - team of growth hackers, data scientists, marketers, product designers who assess and improve organic growth • 55 products launched, many #1 mobile apps for start-ups and F500 co’s • Aka “that trail runner guy”
    3. 3. Behavior Shaping Overview • Growth Hacking – UX Design + Marketing + Psychology • Behavior Shaping – Proactive Customer Evolution • Let’s Dig In – Part I: Defining The Proper Cohorts – Part II: Instrumentation, Analysis, and Msg Tools – Part III: What Causes “X”? Benchmarking UX, Performance, Psychology, A/B Testing, and Customer Delight – Part IV: Best Practices – Onboarding – Part V: Best Practices – New Users – Part VI: Best Practices – Dormant Users – Part VII: Best Practices – Freemium Models and Incentives – Part IIX: Best Practices – mCommerce/eCommerce – Part IX: Best Practices – Gaming and Gamification – Part X: Best Practices – Social Sharing – Part XI: Best Practices – User-Generated Content – Part XII: Best Practices – New User Acquisition
    4. 4. Part VI: Dormant Users • Oh, crap…where did my customers go? • They were engaged, but haven’t returned in 3-28 days* • Not always a bad thing – some dormancy to be expected – let’s get them back! * Depending on how you’ve defined your “engaged” cohort.
    5. 5. Why Do Customers Go Dormant? Lots of Reasons… Got busy Got what I needed Lost phone Found alternative Fatigue New app stealing my attention I don’t get it No friends using it Just wanted to try it once Slow performance No longer relevant Friends stopped using it Have to pay for it Got bored with it Novelty wore off
    6. 6. What % of Your Users Are Going Dormant? % of Users Going Dormant After 1-2 Uses Rocking It – Marketing/sharing is finding like-minded customers, onboarding/active working. Unsustainable – Cannot sustain organic growth – stop all mktg until fixed; check performance, user acquisition method, onboarding, newbie, time-to- delight, value prop. Problematic – Large single-use base; check performance, user acquisition method, time-to- delight, user flow, value prop. Periodic – Okay for most apps; set re-engagement campaigns. 100% 80% 60% 40% 20% 0%
    7. 7. Re-Engagement Campaigns • Designed to address recently dormant customers – Gets “idle” customers back – Helps teach customers new uses of app – Can keep your brand front-of-mind in periods of low relevancy (ex – not Xmas) – One of the top 3 campaign types you can run to boost active users/revenue
    8. 8. Best Practice – Email Refresh • For “Periodic” users, a refresh/reminder can be helpful • Email is a good format since it reminds them in a different place/context than push • Trigger on change from “engaged” to “dormant” • 5-22% boost in engagement rates
    9. 9. Email Refresh Type - Content • Send reminder of new content, new products, new features • Fab example – wonderful eye candy of new products/themes • Low CTR’s okay – you are staying fresh in their minds w/content (may want to count a “read” as an engagement)
    10. 10. Email Refresh Type – Power Users • Show how other users use your app in new and creative ways • Cleverbug example – Customer of the Week tells stories • Can also use to show how close friend used app • Leverage larger-than- mobile-screen real estate
    11. 11. Email Refresh Type – Pushed Reviews • Testimonials and reviews - remind your customers that everyone love you! • Good tactic if you want customers to be “in” on your success • Also a good way to get feedback
    12. 12. Email Refresh Type – FOMO • FOMO = “Fear Of Missing Out” • Pinterest example – People are pinning your stuff • Top content/products, co ntests, limited time offers, events – all good
    13. 13. Email Refresh Type – Thank You • “Thank you” are two of the most powerful words EVER. • Another good place to ask for feedback/reviews/sh aring • Place for personal note from CEO/Founder
    14. 14. Some Email Tips Always identify where e-mail is coming from and why it was sent. (+3%) Close up of smiling faces above the fold. (+7%) Friendly subject line – have fun with it! Mobile-friendly (60%+ will be read on mobile device). One-click unsubscribe and other best practices. Use DMARC if you can. Lots of links, tag each one. Match look and feel of your app. (+4%)
    15. 15. Analysis of Your Current Engagement Patterns Proprietary Content Removed
    16. 16. Recommendations Proprietary Content Removed
    17. 17. Thank You! See You On The Trails… Scott@10dlabs.com @scott_dunlap Linkedin.com/in/scottdunla p atrailrunnersblog.com

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