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User Retention Across All Stages (User Retention Bootcamp Class 2)

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You can watch the full recording of this webinar hosted by Amplitude here:
https://event.on24.com/wcc/r/1465548/256E64F89A43334416D141924D5BE9A9

In this class, we'll dig into retention strategies for new, current and resurrected users. You will learn:

- Why it's important to understand Behavioral Personas in order to retain users
- How to indentify drivers of habit formation and turn passive users to power users.
- Drivers of successful user onboarding
- Strategies to reactivate dormant users and turn them into current users

Published in: Data & Analytics
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User Retention Across All Stages (User Retention Bootcamp Class 2)

  1. 1. RETENTION STRATEGIES ACROSS EVERY STAGE Your Instructor Mike Ottavi-Brannon Product at Amplitude #RetentionBootcamp @AmplitudeMobile
  2. 2. The Full Class Schedule: User Retention Bootcamp Setting the Foundation for a Sticky Product Retention Strategies Across Every Stage Instrumenting Your User Retention Machine Available On Demand August 2nd 11am PST 1:30pm GMT August 9th 11am PST 1:30pm GMT
  3. 3. BY THE END OF THIS CLASS YOU’LL… BY THE END OF THIS CLASS you’ll… 1 Understand why behavioral personas matter for retention 2 Have an arsenal of diagnostics to apply at each user stage 3 Identify drivers of successful onboarding 4 Have an action plan to retain users at every stage
  4. 4. The most important way to understand your users is based on their behavior in your product
  5. 5. Behavioral Personas The distinct ways in which people use your product.
  6. 6. Why do you Need to know your Product’s Behavioral Personas? 1 Shape your product to provide the best possible experience for your users. 2 Get a nuanced understanding of your retention and find areas of your product you can improve.
  7. 7. The 1% Rule AKA why behavioral personas matter, a lot.
  8. 8. One behavioral persona shaped one of the most popular apps today. Case study: From burBn to instagram
  9. 9. How to Find Your Behavioral Personas
  10. 10. Methods of Qualitative Discovery • User interviews • Why do you use this product? • How does it fit into your day? • User testing • User activity timelines
  11. 11. Methods of Quantitative Discovery 1 Segment the user base by different user and event properties 2 Bucket users based on the frequency at which they perform key events 3 Cluster to automatically group users based on similarities in behavior
  12. 12. An on demand-delivery company defined personas by amount spent per order. Defining personas using quantitative data
  13. 13. Defining behavioral personas based on “stickiness” Individual People with a small order size - ordering for themselves Group People with a large order size - ordering for a group Occasional People who play an order on 1-3 days per month Frequent People who place orders on 4+ days per month
  14. 14. Types of Users 1 People who use your product with a very high frequency or use a feature the majority of users don’t 2 People who are using your app at a regular frequency and in the “expected” way 3 people with unexpected usage but at least they come back Core Users Power Users Passive Users
  15. 15. Current User Retention
  16. 16. someone who is actively using your product with consistency, active in the period time period and current time period you’re measuring A Current User Is..
  17. 17. Goals of Current User Retention FORM HABITS Get new users to form habits and become current users Increase usage Get current users to become core users and then power users
  18. 18. A stellar acquisition rate won’t save bad retention critical to creating a sustainable business
  19. 19. Strategies for current user retention 1 Find behavioral personas of your current users 2 Discover the drivers of Habit Formation 3 Discover drivers from passive → core → power personas
  20. 20. An Example from Calm
  21. 21. 1 Listeners Users who primarily listen to and swipe through different scenes. 2 Meditators Users who completed more meditations than average. 3 Alert Savers Users who turned on a feature that sends a Daily Reminder to meditate 3 User Personas
  22. 22. Comparing the retention curve of each persona
  23. 23. • Drive Listeners to become Meditators • Get Meditators to set a daily reminder to become an alert saver Takeaway from Calm
  24. 24. *Located in the Resources Widget on your Webinar Console Download the current user retention interactive worksheet
  25. 25. New User Retention
  26. 26. A New User Is..someone who is using your product for the first time in the time period you’re measuring
  27. 27. In a study On 500+ million devices.. 14% The average app sees 14% of users return on day 7 after install (N-day retention) 34% The average app retains 34% of users in Days 1-7 (Bracket retention) 66% 66% of new users don't come back at all in the first week after install.
  28. 28. Goal of New User Retention ONBOARDING The overall goal of new user retention is to get new users to the “second date”
  29. 29. Strategies for New user retention 1 Find behavioral personas of your new users 2 Identify drivers of successful Onboarding 3 Identify drivers of successful Value Discovery
  30. 30. Drivers of success: onboarding and value discovery
  31. 31. What are the behaviors that contribute to pushing someone over the line into the next phase?
  32. 32. Identify Drivers of successful Onboarding Step 1 Create a retained user cohort Step 2 Create a churned user cohort Step 3 Compare your retained and churned cohort to look for behaviors that are present in retained but not churned Step 4 Hypothesize actions that count as triggers. Measure the difference in retention between users who do vs. don’t do the action. Look for behaviors that are only present in this cohort Churned User Behaviors Retained User Behaviors
  33. 33. Identify Drivers of successful Onboarding Find bugs Find crash events and monitor them on a dashboard Find (un)correlation Find events that have a low correlation to retention Segment Segment your churned users by different user properties to identify trends Identify groups Identify groups of user with low retention and she what events or properties they have in common
  34. 34. 1 Who are your new users? Is there a specific persona you should focus on? 2 Why do some personas retain better than others? How do particular behaviors impact retention? 3 How does 1st time on boarding affect retention? Is structured on boarding beneficial to your product? Take action
  35. 35. Resurrected User Retention
  36. 36. A Resurrected User Is..someone who who has returned to your product after being inactive, or dormant for a period of time
  37. 37. Goal of resurrected User Retention REACTIVATE Reactivate dormant users and get them to become current users of your product
  38. 38. Are resurrected users a good source of growth for your product?
  39. 39. Strategies for resurrected user retention 1 Find behavioral personas of your resurrected users 2 Discover the triggers of resurrection 3 Compare resurrected user behavior to new and current user behavior
  40. 40. Types of Triggers External Triggers Internal Triggers Push notifications Emails Ads Thoughts Emotions Habits = = The best habit-forming products start with external triggers and overtime rely on internal triggers. Nir Eyal
  41. 41. 1 Look at session utm parameters to identify common sources. 2 Within a cluster analysis, look for events that may have triggered resurrection 3 Analyze paths of resurrected users. Identify triggers of resurrection
  42. 42. 94.5% of resurrected users who received a special offer completed an order, compared to only 26.5% for the rest of the resurrected users. The impact of discount email offers
  43. 43. Takeaway questions 1 What are the triggers of resurrection? Is there a specific persona you should focus on? 2 What are unique behaviors of resurrected users? How does this compare to new and current users? 3 What is the ROI of resurrecting users? How does it compare to acquiring new ones?
  44. 44. BY THE END OF THIS CLASS YOU’LL… What we covered 1 Why behavioral personas matter for retention 2 Diagnostics to apply at each user stage 3 Drivers of successful onboarding 4 An action plan to retain users at every stage
  45. 45. The Full Class Schedule: User Retention Bootcamp Setting the Foundation for a Sticky Product Retention Strategies Across Every Stage Instrumenting Your User Retention Machine Available On Demand Available On Demand Right after this ends :) August 9th 11am PST 1:30pm GMT
  46. 46. Thank you!

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