from users to megafans: how to improve your retention rates? by côme courteault
TRANSCRIPT
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#TFWORKSHOP
FROM USERS TO MEGAFANS: HOW TO IMPROVE YOUR RETENTION RATES
CÔME COURTEAULT GROWTH HACKER AT THEFAMILY
@C2PRODS
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AARRR
RetentionActivationReferralAcquisitionRevenue
AcquisitionActivationRetention
ReferralRevenue
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IT’S ALL ABOUT THE PRODUCT
First rule for retention: do you have a great product?
What value do you provide to the user?
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RETENTION CAN IMPACT MANY THINGS
It can affect the product or the marketing mix.
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WEBSITES VS. APPS
Apps are hard. Users are easier and easier to get.But they’re harder and
harder to keep.
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TRACK YOUR USERS!
No data = no knowledgeUse Google Analytics,
Mixpanel or Heap Analytics for non coders
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WHAT ARE YOU? SAAS
Free productE-commerce
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COHORTS
7% of users who signed up 5 weeks ago are still active today.
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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
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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!
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DETECT UPCOMING TURMOIL
You have to detect early signs ofpossible churn in the future.
You can try to reengage said users with a specific re-onboarding process.
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INTERNAL TRIGGER The user comes back to your product by
himself using context (emotions, routines, etc.).It all starts with a great mission, a greatbrand and, of course, a great product!
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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).
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ACTION The user does something
to get a reward.Ex: search on Google, scroll a webpage, etc.
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REWARD 3 types of variable reward:
Tribe (social reward - eg. likes)Hunt (information or goods
- eg. search results)Self (gamification - eg. points)
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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.
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THE ONE THING YOU SHOULD CARE ABOUT The most powerful external trigger:
notificationsIt can be email or push (in case of an app).
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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.comwww.sumome.com
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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
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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…
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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!
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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!
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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).
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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
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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
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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
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USER ONBOARDING A good onboarding will boost retention ;-) Make sure every user realizes what is
your value proposition.
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AHA MOMENT Network effect: X of friends in Y days
Content added: X bytes in Y daysFrequency: X visits in Y days
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TOOLS FOR YOUR ONBOARDING
Bootstrap Tour: www.bootstraptour.comIntro.js: www.sitepoint.com/introduction-
product-tours-intro-js
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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