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