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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
What is retention and how to calculate it
Retention, % =
(users retained) / (users who came)
What is retention and how to calculate it
Full Retention
http://www.applift.com/blog/user-retention.html
What is retention and how to calculate it
Classic Retention
http://www.applift.com/blog/user-retention.html
What is retention and how to calculate it
Rolling Retention
http://www.applift.com/blog/user-retention.html
What is retention and how to calculate it
Classic Retention vs Rolling Retention
http://www.gamasutra.com/blogs/TrevorMcCalmont/20130228/187460/
What is retention and how to calculate it
Return Retention
http://www.applift.com/blog/user-retention.html
What is retention and how to calculate it
Bracket-depended Return Retention
http://www.applift.com/blog/user-retention.html
What is retention and how to calculate it
devtodev.com: (classic) retention
What is retention and how to calculate it
devtodev.com: detailed view
What is retention and how to calculate it
devtodev.com: Rolling Retention
Why do you need to improve retention?
• 1-day retention;
• 7-day retention;
• 28-day retention.
Why do you need to improve retention?
http://gopractice.ru/retention/
Why do you need to improve retention?
1-day
retention
7-day
retention
28-day
retention
Why do you need to improve retention?
• Revenue = quantity * quality
• Revenue = N users * loyalty
• LTV = Σ retention * ARPDAU
Why do you need to improve retention?
• Retention increase by 5% leads to
revenue increase by 25-95%
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/
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/
What is good retention?
• Weekdays
• Friday 2-5%
• Saturday, Sunday 2-5%
What is good retention?
What is good retention?
http://blog.gameanalytics.com/blog/what-analysing-400-games-taught-us.html
Что такое хороший retention
What is good retention?
What is good retention?
How to increase retention?
http://www.slideshare.net/404fest/3-40020343
• Step-by-step
opening the
application
features
How to increase retention?
How to increase retention?
http://www.the-village.ru/village/business/management/152181-buymeapie
• Frequent updates
How to increase retention?
http://zenna-apps.com/blog/engagement-retention-webinar-report
• Push-notification
• Return 5% to 20% users per day
How to increase retention?
http://zenna-apps.com/blog/engagement-retention-webinar-report
• Deep-linking
• Increases KPI by 20-50%
How to increase retention?
http://habrahabr.ru/post/162325/
• Story and characters
How to increase retention?
http://habrahabr.ru/post/162325/
• Quests
How to increase retention?
• Regular quests
How to increase retention?
http://habrahabr.ru/post/162325/
• Regular events
How to increase retention?
http://habrahabr.ru/post/162325/
• Cooperation with friends
How to increase retention?
http://habrahabr.ru/post/162325/
• Game layers
How to increase retention?
http://gopractice.ru/retention/
• Variable rewards
Questions?
• Thank you for your attention.
• Ask me your questions.

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Together Forever: everything about retention

  • 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. What is retention and how to calculate it Retention, % = (users retained) / (users who came)
  • 3. What is retention and how to calculate it Full Retention http://www.applift.com/blog/user-retention.html
  • 4. What is retention and how to calculate it Classic Retention http://www.applift.com/blog/user-retention.html
  • 5. What is retention and how to calculate it Rolling Retention http://www.applift.com/blog/user-retention.html
  • 6. What is retention and how to calculate it Classic Retention vs Rolling Retention http://www.gamasutra.com/blogs/TrevorMcCalmont/20130228/187460/
  • 7. What is retention and how to calculate it Return Retention http://www.applift.com/blog/user-retention.html
  • 8. What is retention and how to calculate it Bracket-depended Return Retention http://www.applift.com/blog/user-retention.html
  • 9. What is retention and how to calculate it devtodev.com: (classic) retention
  • 10. What is retention and how to calculate it devtodev.com: detailed view
  • 11. What is retention and how to calculate it devtodev.com: Rolling Retention
  • 12. Why do you need to improve retention? • 1-day retention; • 7-day retention; • 28-day retention.
  • 13. Why do you need to improve retention? http://gopractice.ru/retention/
  • 14. Why do you need to improve retention? 1-day retention 7-day retention 28-day retention
  • 15. Why do you need to improve retention? • Revenue = quantity * quality • Revenue = N users * loyalty • LTV = Σ retention * ARPDAU
  • 16. Why do you need to improve retention? • Retention increase by 5% leads to revenue increase by 25-95%
  • 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. 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. What is good retention? • Weekdays • Friday 2-5% • Saturday, Sunday 2-5%
  • 20. What is good retention?
  • 21. What is good retention? http://blog.gameanalytics.com/blog/what-analysing-400-games-taught-us.html
  • 23. What is good retention?
  • 24. What is good retention?
  • 25. How to increase retention? http://www.slideshare.net/404fest/3-40020343 • Step-by-step opening the application features
  • 26. How to increase retention?
  • 27. How to increase retention? http://www.the-village.ru/village/business/management/152181-buymeapie • Frequent updates
  • 28. How to increase retention? http://zenna-apps.com/blog/engagement-retention-webinar-report • Push-notification • Return 5% to 20% users per day
  • 29. How to increase retention? http://zenna-apps.com/blog/engagement-retention-webinar-report • Deep-linking • Increases KPI by 20-50%
  • 30. How to increase retention? http://habrahabr.ru/post/162325/ • Story and characters
  • 31. How to increase retention? http://habrahabr.ru/post/162325/ • Quests
  • 32. How to increase retention? • Regular quests
  • 33. How to increase retention? http://habrahabr.ru/post/162325/ • Regular events
  • 34. How to increase retention? http://habrahabr.ru/post/162325/ • Cooperation with friends
  • 35. How to increase retention? http://habrahabr.ru/post/162325/ • Game layers
  • 36. How to increase retention? http://gopractice.ru/retention/ • Variable rewards
  • 37. Questions? • Thank you for your attention. • Ask me your questions.