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Together Forever: everything about retention

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Together Forever: everything about retention

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devtodev lead analyst Vasiliy Sabirov tells everything you always wanted to know about retention but were afraid to ask:

1. What is the retention and how it is measured.
Review of existing retention calculation methods.

2. What is the perfect retention?
Examples from the industry.

3. What determines the retention?
Free / paid traffic, different platforms, even the days of week.

4. What depends on retention.
How retention is connected with another KPI and primarily KPI.

5. How to improve retention?
Different cases from those projects who increased their retention values.

devtodev lead analyst Vasiliy Sabirov tells everything you always wanted to know about retention but were afraid to ask:

1. What is the retention and how it is measured.
Review of existing retention calculation methods.

2. What is the perfect retention?
Examples from the industry.

3. What determines the retention?
Free / paid traffic, different platforms, even the days of week.

4. What depends on retention.
How retention is connected with another KPI and primarily KPI.

5. How to improve retention?
Different cases from those projects who increased their retention values.

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Together Forever: everything about retention

  1. 1. V A S I L I Y S A B I R O V , L E A D A N A L Y S T | D E V T O D E V . C O M A P R I L 2 8 , 2 0 1 5 Together Forever: everything about retention
  2. 2. What is retention and how to calculate it Retention, % = (users retained) / (users who came)
  3. 3. What is retention and how to calculate it Full Retention http://www.applift.com/blog/user-retention.html
  4. 4. What is retention and how to calculate it Classic Retention http://www.applift.com/blog/user-retention.html
  5. 5. What is retention and how to calculate it Rolling Retention http://www.applift.com/blog/user-retention.html
  6. 6. What is retention and how to calculate it Classic Retention vs Rolling Retention http://www.gamasutra.com/blogs/TrevorMcCalmont/20130228/187460/
  7. 7. What is retention and how to calculate it Return Retention http://www.applift.com/blog/user-retention.html
  8. 8. What is retention and how to calculate it Bracket-depended Return Retention http://www.applift.com/blog/user-retention.html
  9. 9. What is retention and how to calculate it devtodev.com: (classic) retention
  10. 10. What is retention and how to calculate it devtodev.com: detailed view
  11. 11. What is retention and how to calculate it devtodev.com: Rolling Retention
  12. 12. Why do you need to improve retention? • 1-day retention; • 7-day retention; • 28-day retention.
  13. 13. Why do you need to improve retention? http://gopractice.ru/retention/
  14. 14. Why do you need to improve retention? 1-day retention 7-day retention 28-day retention
  15. 15. Why do you need to improve retention? • Revenue = quantity * quality • Revenue = N users * loyalty • LTV = Σ retention * ARPDAU
  16. 16. Why do you need to improve retention? • Retention increase by 5% leads to revenue increase by 25-95%
  17. 17. What is good retention? • paid/organic traffic • Organic traffic 15,8% • CPI 12,7% • CPE 19,2% http://nativex.com/blog/retention-rates-for-cpe-campaign-blow- away-cpi-campaign-rival-organic/
  18. 18. What is good retention? • Retention became older http://andrewchen.co/mobile-retention-benchmarks-for-2014-vs-2013-show-a- 50-drop-in-d1-retention-guest-post/
  19. 19. What is good retention? • Weekdays • Friday 2-5% • Saturday, Sunday 2-5%
  20. 20. What is good retention?
  21. 21. What is good retention? http://blog.gameanalytics.com/blog/what-analysing-400-games-taught-us.html
  22. 22. Что такое хороший retention
  23. 23. What is good retention?
  24. 24. What is good retention?
  25. 25. How to increase retention? http://www.slideshare.net/404fest/3-40020343 • Step-by-step opening the application features
  26. 26. How to increase retention?
  27. 27. How to increase retention? http://www.the-village.ru/village/business/management/152181-buymeapie • Frequent updates
  28. 28. How to increase retention? http://zenna-apps.com/blog/engagement-retention-webinar-report • Push-notification • Return 5% to 20% users per day
  29. 29. How to increase retention? http://zenna-apps.com/blog/engagement-retention-webinar-report • Deep-linking • Increases KPI by 20-50%
  30. 30. How to increase retention? http://habrahabr.ru/post/162325/ • Story and characters
  31. 31. How to increase retention? http://habrahabr.ru/post/162325/ • Quests
  32. 32. How to increase retention? • Regular quests
  33. 33. How to increase retention? http://habrahabr.ru/post/162325/ • Regular events
  34. 34. How to increase retention? http://habrahabr.ru/post/162325/ • Cooperation with friends
  35. 35. How to increase retention? http://habrahabr.ru/post/162325/ • Game layers
  36. 36. How to increase retention? http://gopractice.ru/retention/ • Variable rewards
  37. 37. Questions? • Thank you for your attention. • Ask me your questions.

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