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Another chapter from Growth Hacking Secrets of Silicon Valley, this one is on mobile behavior shaping, particularly for the case of dormant users. What happens when you get users and a bunch of them leave after 1-2 uses? That's a dormancy issue. Is it a big problem? Could be. But dormancy isn't always a bad thing. For example, if your mobile app sells jewelry, you can't expect users to check in every day. This deck helps you determine if your dormancy issue is critical, and offers some tips on setting up re-engagement campaigns to get them back in and boost active users by 5-22%. Note - I use the Kahuna Customer Engagement Engine (http://www.usekahuna.com) to set these campaigns up. If you are a Kahuna customer, let me know and I can send you the templates. If not, you should check it out! No easier way to identify and address behavior patterns in real-time.
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Behavior Shaping – Part VI Dormant Users
Growth Hacking Secrets of Silicon ValleyOct, 2013
Speaker Intro
• Hypergrowth Navigator @ Tenth Dimension Design Labs
• 10D Labs - team of growth hackers, data scientists, marketers, product designers who assess and improve organic growth
• 55 products launched, many #1 mobile apps for start-ups and F500 co’s
• Aka “that trail runner guy”
Behavior Shaping Overview
• Growth Hacking – UX Design + Marketing + Psychology• Behavior Shaping – Proactive Customer Evolution• Let’s Dig In
– Part I: Defining The Proper Cohorts– Part II: Instrumentation, Analysis, and Msg Tools– Part III: What Causes “X”? Benchmarking UX, Performance, Psychology,
A/B Testing, and Customer Delight– Part IV: Best Practices – Onboarding– Part V: Best Practices – New Users– Part VI: Best Practices – Dormant Users– Part VII: Best Practices – Freemium Models and Incentives– Part IIX: Best Practices – mCommerce/eCommerce– Part IX: Best Practices – Gaming and Gamification– Part X: Best Practices – Social Sharing– Part XI: Best Practices – User-Generated Content– Part XII: Best Practices – New User Acquisition
Part VI: Dormant Users• Oh, crap…where did my
customers go?
• They were engaged, but haven’t returned in 3-28 days*
• Not always a bad thing – some dormancy to be expected – let’s get them back!
* Depending on how you’ve defined your “engaged” cohort.
Why Do Customers Go Dormant? Lots of Reasons…
Got busyGot what I needed
Lost phone
Found alternative
FatigueNew app stealingmy attention
I don’t get it
No friends using it
Just wanted to try it once
Slow performance
No longer relevant
Friends stopped using it
Have to pay for it
Got bored with it
Novelty wore off
What % of Your Users Are Going Dormant?
% of Users Going Dormant After 1-2 Uses
Rocking It – Marketing/sharing is finding like-minded customers, onboarding/active working.
Unsustainable – Cannot sustain organic growth – stop all mktg until fixed; check performance, user acquisition method, onboarding, newbie, time-to-delight, value prop.
Problematic – Large single-use base; check performance, user acquisition method, time-to-delight, user flow, value prop.
Periodic – Okay for most apps; set re-engagement campaigns.
100%
80%
60%
40%
20%
0%
Re-Engagement Campaigns
• Designed to address recently dormant customers– Gets “idle” customers back– Helps teach customers new uses of app– Can keep your brand front-of-mind in
periods of low relevancy (ex – not Xmas)– One of the top 3 campaign types you
can run to boost active users/revenue
Best Practice – Email Refresh
• For “Periodic” users, a refresh/reminder can be helpful
• Email is a good format since it reminds them in a different place/context than push
• Trigger on change from “engaged” to “dormant”
• 5-22% boost in engagement rates
Email Refresh Type - Content
• Send reminder of new content, new products, new features
• Fab example – wonderful eye candy of new products/themes
• Low CTR’s okay – you are staying fresh in their minds w/content (may want to count a “read” as an engagement)
Email Refresh Type – Power Users
• Show how other users use your app in new and creative ways
• Cleverbug example – Customer of the Week tells stories
• Can also use to show how close friend used app
• Leverage larger-than-mobile-screen real estate
Email Refresh Type – Pushed Reviews
• Testimonials and reviews - remind your customers that everyone love you!
• Good tactic if you want customers to be “in” on your success
• Also a good way to get feedback
Email Refresh Type – FOMO
• FOMO = “Fear Of Missing Out”
• Pinterest example – People are pinning your stuff
• Top content/products, contests, limited time offers, events – all good
Email Refresh Type – Thank You
• “Thank you” are two of the most powerful words EVER.
• Another good place to ask for feedback/reviews/sharing
• Place for personal note from CEO/Founder
Some Email TipsAlways identify where e-mail is coming from and why it was sent. (+3%)
Close up of smiling faces above the fold. (+7%)
Friendly subject line – have fun with it!
Mobile-friendly (60%+ will be read on mobile device).
One-click unsubscribe and other best practices.
Use DMARC if you can.
Lots of links, tag each one.
Match look and feel of your app. (+4%)
Analysis of Your Current Engagement Patterns
Proprietary Content Removed
Recommendations
Proprietary Content Removed
Thank You! See You On The Trails…
Scott@10dlabs.com@scott_dunlapLinkedin.com/in/scottdunlapatrailrunnersblog.com
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