comment améliorer votre rétention: case studies - julien le coupanec, growth hacker chez thefamily
TRANSCRIPT
KEEP THEM JAIL THEMB2C CASE STUDIES
THE TALK PLAN
#1. Why Retention and PMF are deeply linked.
#2. Hacks used by B2C startups to foster retention.
#3. Retention hacks we may use ourselves.
RETENTION VS ENGAGEMENT
#1WHY RETENTION AND PRODUCT MAKET FITARE DEEPLY LINKED
SNAPSHAT HAD THE TRIFECTA
#1. Non-Trivial Top Line Growth (Snapchat - 200K downloads)
#2. Retention (50% of downloads were active Daily)
#3. Meaningful Usage (The users just weren’t coming back daily, but there were taking a meaningful action - sending 10 pictures a day on average)
LISTEN TO THE SIGNALSYOUR CUSTOMERS ARE GIVING YOU
IT’S IMPORTANT TO MEASURE YOUR RETENTION AT SPECIFIC INTERVALS
(DEPENDING ON YOUR PRODUCT)
quintgrowth.com/growthmodel.html
CARE IS EVERYTHINGA SIMPLE FORMULA TO IMPROVE CANCELATION RATE
[cancelation or retention rate]=
[product utility] + [service quality] + [acceptable price]
ABOUT USER ONBOARDINGONE OF THE MOST IMPORTANT RETENTION THINGS
Onboarding is the process of getting a new user to a must have experience, and a set of best practices to get them active. Good onboarding involves a mix of selling, educating and using your product.
#2HACKS USED BYB2C STARTUPS
TO FOSTER RETENTION
HACK #1 - THE HOOK MODELHOW TO BUILD HABIT-FORMING PRODUCTS
HOW PINTEREST.COMUSES THE HOOK MODEL TO FOSTER RETENTION
TRIGGER
Imagesand videos
ACTION
Browser extension to
easily pin
REWARD
Ability/motivation to curate
different thingsin your board
INVESTMENT
Suggestion to follow similar
board and come back to the site.
REPEAT AND HABIT
HACK #2 - IT IS EASIER TO BUILD ON A STRENGTH THAN IT IS TO IMPROVE A
WEAKNESS
HACK #3 - THE REWARD RETENTIONENCOURAGE PEOPLE TO DO SOMETHING
TO GET SOMETHING
HACK #4 - THE ASKING OPTIMIZING RETENTIONIF PEOPLE ARE CANCELING OR DO NOT COME BACK,
ASK THEM BY EMAIL (FROM THE FOUNDER)
INTERVIEW YOUR EXISTING USERS (BOTH ACTIVE AND DORMANT)
(HACK THE RESPONSE RATE WITH AN AMAZON REWARD)
HACK #5 - THE CUSTOMIZED NEWSLETTERWHEN YOU KNOW WHAT PEOPLE LIKE, FIND
LOOPS TO TAKE BENEFIT FROM THAT.
HACK #6 - THE GAMIFICATIONTHE CODESCHOOL EXAMPLE
HACK #7 - THE PROGRESSION FEELINGCREATE THE FEELING THAT LEAVING WILL BE
ALL FOR NOTHING.
HACK #8 - THE INVALUABLE DATABASEWHEN PEOPLE HAVE A LOT OF CONTENT
WITHIN YOUR PRODUCT.
HACK #9 - EVERY MOMENT IS AN OCCASION
THE HAPPY BUFFER BIRTHDAY
HACK #10 - CONTENT MARKETINGWHO SAYS IT WAS ONLY FOR ACQUISITION?
HACK #11 - BUILD STRONG CONNECTIONSRELY ON THE CONNECTIONS YOUR USERS
ALREADY HAVE
HACK #12 - RETARGETING IS POWERFULSOMETIMES YOU HAVE TO KNOCK A SECOND
TIME TO OPEN THE DOOR
HACK #13 - MAKE THEM VIPHOW DRIBBBLE USES AN INVITATION SYSTEM
TO DRIVE ENGAGEMENT
HACK #14 - BE CONSISTENT WITH YOUR USER MAILBOXDELIVER CONTENT FROM YOUR INDUSTRY/PRODUCT ON
A DAILY, WEEKLY, OR MONTHLY BASIS.
HACK #15 - GRIND, SPAM OR PAYTACTICS, ZINGA USE FOR RETENTION
AND MONETIZATION.
#3RETENTION HACKS
WE MAY USE OURSELVES
SAVE MOST FAVORITE CAR BRANDS FOR A USER AND SEND A CUSTOM
EMAIL FOR BIRTHDAY
DURING CHRISTMAS, EASTER OR THANKSGIVING, SEND A
NOTIFICATION WITH MIXPANEL TO INACTIVE USERS
EYE-CATCHY NOTIFICATIONS, AT SPECIFIC MOMENTS, TO GUIDE FLUO
USERS TO FINANCIAL SAVINGS.
RETAINING PEOPLE INSIDE A VIP GROUPON FACEBOOK AND LINKEDIN
EVERYONE IN YOUR COMPANYNEEDS TO DO CUSTOMER SUPPORT
DON’T TREATALL YOUR CUSTOMERS AS EQUAL.
IN A NUTSHELL,DON’T BE ACQUISITION FOCUSED
IT CAN COSTS 7 TIMES MORETO ACQUIRE ONE NEW CUSTOMER THAN IT DOES
TO RETAIN ONE
THANK YOUQUESTIONS?