Understanding your users and how they discover and adopt your products is very important in building a product.
Zynga's Director of Product, Abishek Viswanathan, discusses tactical techniques in gaining and retaining a strong user base.
2. Who am I?
Shek Viswanathan
Director of Product,
Growth
https://www.linkedin.com/in/abishekv
3. How do you know if
your
enjoy
your
The Big Question
players,
customers,
users
playing,
using
game,
product,
service
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4. Understanding and improving your product health
comes down to breaking customer signals into a suite
of metrics and identifying key levers that drive growth.
5. Understand the Core Loop
Model for Growth
Identify Leverage
Growth Playbook
Prioritize
and Build
Step 4.
Prioritize product features,
build and iterate
Step 3.
Identify which KPI influence growth
Step 2.
Build a Growth Model based on core KPI
from the product
Step 1.
Establish the core loop.
Measure Core Loop Engagement
6. Understand the Core Loop
Model for Growth
Identify Leverage
1. Understand the Core Loop
Prioritize
and Build
Step 4.
Prioritize product features,
build and iterate
Step 3.
Identify which KPI influence growth
Step 2.
Build a Growth Model based on core KPI
from the product
Step 1.
Establish the core loop.
Measure Core Loop Engagement
7. What constitutes a Core Loop?
Playing Words
Playing Hands
Posting
Grammin'
8. Completing the core loop is correlated to long term
retention.
Someone who plays a Word in 24 hours
after install, is more likely to return next
week than someone who doesn’t.
User with 7 friends in 10 days likely
to retain forever
Measuring core loop engagement is key to understanding product health
9. Only core action will not do. Other features that
complement the core loop need to be monitored.
Creating a game with others
Adding Friends, posting pictures, status updates, etc
10. 2. Modeling for Growth
Understand the Core Loop
Model for Growth
Identify Leverage
Prioritize
and Build
Step 4.
Prioritize product features,
build and iterate
Step 3.
Identify which KPI influence growth
Step 2.
Build a Growth Model based on core KPI
from the product
Step 1.
Establish the core loop.
Measure Core Loop Engagement
11. Now that we know what core loop action to measure,
how do we build a model for growth?
12. Modeling Audience Growth v1: Installs + Retention = DAU
Modeling Audience Growth v2: Over time WAU * Engagement = DAU
Modeling Revenue Growth v1: DAU * % Converting * ARPPU = Revenue
Building the model
16. How did we apply that to gaming?
Activation
FTUE/Tutorial
Auth
Social Network Auth
Email Auth
Phone Number
Social P/N
Incentivization
RTUE
17. How did we apply that to gaming?
Retention
Core Loop!
Daily Drip
Events
Leaderboards
Clans/Groups
18. How did we apply that to gaming?
Referral
Gifting
Referral ID’s
Gift Codes
19. So, now you know how to measure the core loop, and
also have a model for growth. How do you iterate
towards success state?
20. Success state is usually a single metric (such as audience growth or
revenue growth) or a suite of metrics that are directly correlated with
growth.
Product teams set goals for success state and rally the team around
those goals.
Example: Grow Active Users by x% YoY
Success State
21. 3. Identify Leverage
Understand the Core Loop
Model for Growth
Identify Leverage
Prioritize
and Build
Step 4.
Prioritize product features,
build and iterate
Step 3.
Identify which KPI influence growth
Step 2.
Build a Growth Model based on core KPI
from the product
Step 1.
Establish the core loop.
Measure Core Loop Engagement
22. Understanding where your product is in its life cycle is
important to establish what levers to pull to inflect
growth.
23. Early Stage
Product Life Cycle
Mature Product
Growth Stage
Activation
Core Loop Engagement
Early Retention & Monetization
Stability in core metrics
Long Term Retention
Monetization
Virtuous Loops & Virality
Identify Leverage
Optimize
Grow LTV
Time
Audience/
Revenue
24. Product A adds 100k new users every day and retains 5% of users
after 30 days.
Product team has two ideas for features
Feature A - Increasing virality (installs)
Feature B - Increasing retention (D30)
Prioritization Exercise
25. In 1 Quarter
Feature A:
Hits 2.5M Users, with
5% D30 retention
Feature B:
Hits 2.1M Users, with
15% D30 retention
26. In 1 Year
Feature A:
Product Hits 4M Users,
with 5% D30 retention
Feature B:
Product Hits 5.5M
Users, with 15% D30
retention
27. Once you’ve identified leverage points, switch your hat
to that of a glorified note taker or a project manager and
help the team prioritize and build the product roadmap.
28. 4. Building Product Roadmap
Understand the Core Loop
Model for Growth
Identify Leverage
Prioritize
and Build
Step 4.
Prioritize product features,
build and iterate
Step 3.
Identify which KPI influence growth
Step 2.
Build a Growth Model based on core KPI
from the product
Step 1.
Establish the core loop.
Measure Core Loop Engagement
30. We talked about 4 things…
Understand the Core Loop
Model for Growth
Identify Leverage
Prioritize
and Build
Step 4.
Prioritize product features,
build and iterate
Step 3.
Identify which KPI influence growth
Step 2.
Build a Growth Model based on core KPI
from the product
Step 1.
Establish the core loop.
Measure Core Loop Engagement
31. Question: Did all of this add up for the product over
time? How do we measure this?
32. LTV (Lifetime Value) is
the revenue that a
customer will bring to
your company over their
life time
Most important health metric is LTV…
Retention
Average Revenue per
Daily Active User
How long do your players retain?
Is this improving with every
cohort?
What % of your players convert?
How much do they spend per
day?
33. Is the core loop engagement getting stronger
over time? Will manifest in stronger LTVs over
time.
Measuring LTV over time reveals changes in…
If retention is getting stronger - each same sized
cohort will generate more revenue over time.
Engagement
Retention
Monetization
Are players converting at the same levels over
time? If average revenue per daily active user
stabilizes or grows, it will show in increasing LTV.
34. Ultimately, breaking customer signals into a suite of
metrics and identifying key leverage points is vital for
strategizing and building a roadmap for growth.