MAU Vegas 2016 — Tackling Retention During Activation
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The document discusses strategies to enhance user retention for mobile apps, emphasizing the importance of understanding why users leave and how to innovate their experiences. Key recommendations include sustainable acquisition, effective onboarding, personalizing user interactions, and implementing gamification and loyalty programs. The author shares insights from various studies and case studies, noting that retention starts at acquisition and that addressing user needs leads to long-term app success.
![Within 3 months an average app loses
90% of its users [Quettra, 2015]
High-value users make up 17% of your
base, but drive 85% of $$$ [RadiumOne, 2016]
Only 1.7% of all acquired users constitute your target [me, 2016]
@paulmalicki](https://image.slidesharecdn.com/grow-160517203012/85/MAU-Vegas-2016-Tackling-Retention-During-Activation-4-320.jpg)
![@paulmalicki
My findings are similar to
those of Oracle. Poor
performance / speed, cost,
and security are top
reasons why millennials
stop using apps.
Source: Oracle [2016]. Millennials and mobility.
WHY USERS LEAVE?](https://image.slidesharecdn.com/grow-160517203012/85/MAU-Vegas-2016-Tackling-Retention-During-Activation-16-320.jpg)
![@paulmalicki
Asking is important !
“Apps that use in-app messages experience 27% more
launches than their competitors.” [Localytics, 2015]](https://image.slidesharecdn.com/grow-160517203012/85/MAU-Vegas-2016-Tackling-Retention-During-Activation-32-320.jpg)
MAU Vegas 2016 — Tackling Retention During Activation
- 1. 1 TACKLING RETENTION DURING ACTIVATION @paulmalicki
- 3. “Retention is the Holy Grail of the Mobile-Everything” @paulmalicki
- 4. Within 3 months an average app loses 90% of its users [Quettra, 2015] High-value users make up 17% of your base, but drive 85% of $$$ [RadiumOne, 2016] Only 1.7% of all acquired users constitute your target [me, 2016] @paulmalicki
- 6. “There's no second chance to make a first impression.” - author unknown - @paulmalicki
- 7. FACT OF THE DAY Retention is the problem of everyone but religion-focused apps @paulmalicki
- 9. CHECK LIST. @paulmalicki • Why Retention? ✓ • About me ✗ • Why users leave? ✗ • Acquire ‘sustainably’ ✗ • Onboard smartly ✗ • Personalize early ✗ • Humanize, literally ✗ • Build frictionlessly ✗ • Ask kindly ✗ • Lock forever! ✗
- 10. & EASY ME Easy Taxi is #1 urban mobility app in Latin America. Founded in June 2011 in Rio de Janeiro, Brazil, the service has expanded to nearly all LATAM countries, and beyond, redefining the landscape of city transportation. @paulmalicki
- 11. & EASY ME I am a digital nomad, Poland-born, raised globally. Currently, a resident of Brazil, to where I moved from the Philippines, and before that, from Sweden and Taiwan, respectively. I speak a couple of different languages and visited 70+ countries. I am a member of advisory board at CMO Council. @paulmalicki
- 12. WHY THE HECK (SO MANY) USERS LEAVE? @paulmalicki
- 13. The only way to find out is to keep calm and @paulmalicki ask the users + innovate. press F5.
- 14. WHY USERS LEAVE? @paulmalicki Ask Users • Collect data (pop-up, NPS) • Ask very detailed questions • Ask the same question at different moments • Ask the same question differently Innovate • Migrate from people approach to big data approach • Don’t be afraid to pivot and test Case study: on the surface, 98% of my users said they were happy with their Easy Taxi experience. Yet, when asked why they stopped using the app, 25% confirmed it’s because they weren’t happy with the overall experience.
- 15. @paulmalicki Leading Travel apps Leading News apps Leading Family apps Low app ratings are influenced by various factors, among them design & UX, privacy, or performance. The share of each factor depends on app category. Source: own research, based on Appbot WHY USERS LEAVE?
- 16. @paulmalicki My findings are similar to those of Oracle. Poor performance / speed, cost, and security are top reasons why millennials stop using apps. Source: Oracle [2016]. Millennials and mobility. WHY USERS LEAVE?
- 17. @paulmalicki The single most important determinant of long-term success of your app (retention) is the ability to respond to your users future needs… Don’t be afraid to ask the same question differently.
- 19. @paulmalicki As a matter of fact: Retention starts at acquisition
- 20. @paulmalicki AdWord s Faceboo k Organic Ad network Twitter Website Retention 12M 1/3 1/3 1 1 2/3 1/2 LTV est. 95% 61% 100% 102% 52% 113% Some channels have higher churn than others, yet their LTV is better. Why? Source: own research, confidential market ACQUIRE ‘sustainably’
- 21. @paulmalicki Although retention differs across channels, at times better sales per user compensate high churn. (think: search intent, seasonal users, promotions)
- 22. @paulmalicki
- 23. @paulmalicki There are 3 ways to onboard the user… Benefits-orientedFunction-oriented Progressive ONBOARD ‘smartly’
- 24. @paulmalicki Onboarding hacks Carousel + USPMultiple Login Options Gamification Interactive Tutorial ONBOARD ‘smartly’
- 25. @paulmalicki By adding “Connect with Google” button, Frank & Oak increased mobile signups by 150%. Source: Segment.com Baseline VariationONBOARD ‘smartly’
- 26. @paulmalicki • Automated • Real person • Power user sees special content HUMANIZE (literally)
- 27. @paulmalicki What’s your biggest retention challenge? “How can I use big data to match my offering with user’s next move” - Eric Singley, VP, Consumer & Mobile Products - HUMANIZE (literally)
- 29. @paulmalicki Mobile or desktop? “My mobile users are 3x more engaged than desktop users. I acquire users on desktop devices and then migrate them to OLX app” - Marcos Leite, CCO OLX Brazil - BUILD ‘frictionlessly’
- 31. @paulmalicki Would you say ‘no’?ASK kindly
- 32. @paulmalicki Asking is important ! “Apps that use in-app messages experience 27% more launches than their competitors.” [Localytics, 2015]
- 33. @paulmalicki
- 34. @paulmalicki Download Sign-up Book / Basket Purchase Push 1 Push 2 Push 3 Push Opt-in Ad 1 Email 1 Email 2 Push 1 Push 2 Ad 2 Ad 3 Email Push or Ad 1 Ad 2 Ad 3 Ad 1 Ad 2 Ad 3 Activation I Activation II Activation III MESSAGE: Show benefits of signing up MESSAGE: Show features & perks MESSAGE: Apologize or educate LOCK forever!
- 36. @paulmalicki ENGAGEMENT EMAIL 1 month after activation GAMIFICATION EMAIL D+1 after activation LOCK forever!
- 39. @paulmalicki Loyalty Program Learnings so far: I. Measure (before / after), not (opted-in vs remaining) II. Key benefit is recurrence, secondary: retention III. Automate and remind. Otherwise, users tend to forget IV. Don’t do in-house, partner with airlines, banks, etc. LOCK forever!
- 40. @paulmalicki
- 41. @paulmalicki - Tackle Retention at Activation! - Find why users leave & keep innovating Acquire from high-LTV channels Test various onboarding techniques Humanize Personalize Ask permissions Launch loyalty program & gamification TAKEaways