Created & Presented by Anshumani Ruddra, Group Product Manager, Google, at EngageMint, Asia's largest Retention Marketing Conference. Anshumani covers various frameworks that can help you with your decision-making process while going about user engagement, how your brand shouldn't try to engage your customers and how to give them a good experience so they keep coming back for more. In this session he covers: - Masterlist of Dos and Don'ts - Group Discussion / Submission of Entries - Insights from Speakers on the Playbook About the speaker: Anshumani Ruddra handles product development (web and mobile) for the second largest mobile market in the world, India. He has successfully managed large products - in terms of total install base, active users and revenue - and large teams & his previous stints include some leading brands in the industry like Hotstar, Cuemath, Practo, Tiny Mogul Games, etc. About EngageMint: Hosted with love by WebEngage, EngageMint is a platform that brings together marketers and product managers from across Asia, passionate about one thing - giving their customers the ‘aha’ experiences they deserve. At EngageMint, we strongly believe that by equipping professionals with the right strategies, we can initiate a massive shift in the way businesses think about growth, product experiences, customer retention, and everything else in between. All our sessions are hand-curated and deep-dive into each aspect of user engagement and retention. So all you have to do is take notes and implement these learnings as soon as you get back to work! More details: https://webengage.com/engagemint/ WebEngage is a new age Retention Operating System, a single suite for marketers to store user data, provide actionable insights, orchestrate omnichannel campaigns by leveraging user insights to provide a hyper-personalized end-user experience. The platform helps brands drive more revenue from existing customers and anonymous users across 10+ communication channels. WebEngage goes above and beyond a marketing automation platform and powers the user engagement for thousands of enterprise brands worldwide, working across several industries like E-Commerce, Edtech, Fintech, Foodtech, Media & Publications, Gaming, BFSI, Healthcare, Online Retail. The key clientele includes marquee brands like HUL, Bajaj Finserv, Unacademy, ALT Balaji, MakeMyTrip, Zivame, Firstcry, and many more. ---------------------------------------------- To know more about WebEngage, visit - https://webengage.com/ Book a demo with us: https://webengage.com/campaign-lp/request-a-demo/?utm_source=youtube&utm_medium=social&utm_campaign=engagemint2022&utm_term=anshumaniruddra To know the latest insights on customer retention and marketing automation worldwide, follow us here: Twitter: https://twitter.com/WebEngage LinkedIn: https://www.linkedin.com/company/webengage Facebook: https://www.facebook.com/WebEngage/ Instagram: https://www.instagram.com/webengage/

1. How NOT to Engage
Anshumani Ruddra
@baboonzero
Join at
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#274533

2. What does the word “Engagement” mean to you?
Join at
slido.com
#274533

3. What does the word
“Engagement” mean to you?
ⓘ Start presenting to display the poll results on this slide.

4. Scenario
You have just launched a music streaming app on Android and iOS dedicated to
Indian music.
You and your team are looking at the early launch numbers. You’ve launched with
a big bang (ads and sponsorship slot in IPL) so the install numbers are massive.
You are looking at the D1 install retention number. So if 100 people install and
open the app today, how many of them will come back to the app tomorrow.

5. Your D1 install retention
number is 22%. What should
you do?
ⓘ Start presenting to display the poll results on this slide.

6. Scenario
You run a subscription based SaaS product. You have monthly and annual
subscription packages and your sales team is killing it. ARR is about to hit USD 10
million. However, some people in your team are worried about the churn numbers.
What do you do?

7. What do you do about your
churn problem?
ⓘ Start presenting to display the poll results on this slide.

8. Ask the Right Questions
Why is D1 install retention poor?
Why do we have high churn?

9. Frameworks

10. The 5 Whys Method
The primary goal of the technique is to determine the root cause of a defect or
problem by repeating the question "Why?". Each answer forms the basis of the
next question.
Why is D1 install retention poor?
Why do so few people come back?
Why don’t they want to use the product again?
Why did they not find value in the product?

11. Upstream Thinking
B2B/ SaaS/ Subscription based product - and churn
is an issue
(Downstream) How do you resolve:
- Timely notifications and reminders
- Grace period
- Discounts and offers
(Upstream) What is causing churn:
- Poor product usage
- Not relevant for the user

12. Inversion
Consider the opposite of what you want.
Most people think forward. Very few also think backwards. One needs to do both.
Steps:
1. Define the problem - what do we want to happen
2. Invert the problem - what do we not want to happen
3. Avoid the above at all costs!
What is the best possible job for me in the world which will bring me great joy?
What is the worst possible job for me in the world which will make me miserable?
Avoid at all costs!

13. Examples
Health
● How can I lose weight?
● What can I do to put on
more weight?
● Avoid!
Wealth
● How can I become rich?
● How can I lose all my
money?
● Avoid!
Managing People
● How can I become a great
people manager?
● How can I become a terrible
people manager?
● Avoid!
Relationship
● How can I be a good
husband?
● How can I be the worst
possible husband?
● Avoid!

14. Examples from Product Building
E-commerce
● How can we build the
fastest checkout flow
for our users?
● How can we make sure
that the user is not able
to checkout fast?
● Avoid!
Video OTT
● How can we make sure
that users start playing
a video every time they
come to our app?
● How can we make sure
that users never start a
video whenever they
come to our app?
● Avoid!

15. Framework
Poor questions lead to poor answers
Dig deeper
Keep peeling the layers
Reframe the question
Repeat

16. Product as a Habit

17. The Habit Zone
From Nir Eyal’s Hooked

18. Product as a Habit
New Products
Habit depends on both perceived utility and
frequency of usage, not just frequency of usage
Don’t just focus on hacky ways of improving
frequency of use (notifs, retargeting, rewards)
Build for high perceived utility
● Move from one to multiple such high utility
cases
High Frequency Products
Rare - but a difficult battle is already won
Focus on improving perceived utility

19. Thank You!

20. Audience Q&A Session
ⓘ Start presenting to display the audience questions on this slide.