The value of a product originates from its capacity to retain users. But how can you have them hooked? In this 45mn workshop, Côme will show you some tactics you should build into your product and give you practical tools to make sure your users get addicted.

1. #TFWORKSHOP
FROM USERS TO MEGAFANS: HOW TO IMPROVE
YOUR RETENTION RATES
CÔME COURTEAULT
GROWTH HACKER AT THEFAMILY
@C2PRODS

2. AARRR
Retention
Activation
Referral
Acquisition
Revenue
Acquisition
Activation
Retention
Referral
Revenue

3. IT’S ALL ABOUT
THE PRODUCT
First rule for retention: do you
have a great product?
What value do you provide
to the user?

4. RETENTION CAN
IMPACT MANY THINGS
It can affect the product or the
marketing mix.

5. WEBSITES VS.
APPS
Apps are hard. Users are
easier and easier to get.
But they’re harder and
harder to keep.

6. TRACK YOUR
USERS!
No data = no knowledge
Use Google Analytics,
Mixpanel or Heap Analytics for
non coders

7. WHAT ARE YOU?
SAAS
Free product
E-commerce

8. COHORTS
7% of users who signed
up 5 weeks ago are still
active today.

9. USE HOTJAR
Get to know how your users
behave on your website!
Record them, see where they click
and by what they are attracted.
www.hotjar.com

10. MEASURE CAREFULLY
What characteristics engaged users
have in common that the others don’t?
You goal is to get all of your users to
match these characteristics!

11. DETECT UPCOMING
TURMOIL
You have to detect early signs of
possible churn in the future.
You can try to reengage said users with a
specific re-onboarding process.

13. INTERNAL TRIGGER
The user comes back to your product by
himself using context (emotions, routines, etc.).
It all starts with a great mission, a great
brand and, of course, a great product!

14. EXTERNAL TRIGGER
The user comes back thanks to an
action on your part.
It usually takes the form of an action
button (call-to-action).

15. ACTION
The user does something
to get a reward.
Ex: search on Google,
scroll a webpage, etc.

16. REWARD
3 types of variable reward:
Tribe (social reward - eg. likes)
Hunt (information or goods
- eg. search results)
Self (gamification - eg. points)

17. INVESTMENT
The user does something that will make
him come back later.
Eg. when you post a message, you expect
an answer, which makes you come back.

19. THE ONE THING YOU
SHOULD CARE ABOUT
The most powerful external trigger:
notifications
It can be email or push (in case of an app).

20. EMAIL
Always try to get at least the user’s
email address!
If you don’t need user accounts,
get emails with a newsletter!
www.hellobar.com
www.sumome.com

21. USE INTERCOM
Program automatic emails based
on users’ behaviours.
Have the users to go through key breakpoints
that you know can boost their engagement.
www.intercom.io

22. DRIP CAMPAIGNS
When people are about to churn, give
them a reason to stay.
You can offer them a better plan, a
discount for their purchase, etc…

23. APP PUSH
NOTIFICATIONS
On an app, you can reengage the
user even without an account!
Be very careful about when you
send notifications. Don’t spam!

24. APP PUSH
NOTIFICATIONS
Be careful with iOS: you can
only ask for notifications once
and users tend to say no. Always
explain why you need it!

25. RETARGETING
Use retargeting to remind visitors on other websites
(pricier than normal ads but more efficient).
BTW: these ads work very well with a product
carousel (especially for e-commerce businesses).

26. GAMIFICATION
Always use gamification techniques
to engage the user.
Notify him about he already achieved
and how he can do more!
Eg. Tripadvisor, Linkedin, Snapchat…
buzzfeed.com/benrosen/how-to-snapchat-like-the-teens

27. GO MANUAL
You have to talk to your users. It will
provide you insight and feedback.
Initiate the conversation automatically and
handle it manually from there.
www.crisp.im

28. WEBINARS
Webinars are a great way to engage users,
particularly if your product is complex.
Provide them with the ability invite two or
three friends to attend btw ;-)
Eg. Mixpanel

29. USER ONBOARDING
A good onboarding will boost retention ;-)
Make sure every user realizes what is
your value proposition.

30. AHA MOMENT
Network effect: X of friends in Y days
Content added: X bytes in Y days
Frequency: X visits in Y days

31. TOOLS FOR YOUR
ONBOARDING
Bootstrap Tour: www.bootstraptour.com
Intro.js: www.sitepoint.com/introduction-
product-tours-intro-js

32. MARGINAL
IMPROVEMENT
Focus on retention very hard.
Stop only when getting a 1% increase is
so hard that it is much easier to increase in
other areas of the AARRR funnel.
http://quintgrowth.com/growthmodel.html

33. THANKS!
WATCH IT ONLINE:
YOUTUBE.COM/STARTUPFOOD