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TACKLING RETENTION DURING ACTIVATION
@paulmalicki
“Retention is the Holy Grail of the Mobile-Everything”
@paulmalicki
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
“There's no second chance to make a first impression.”- author unknown -
@paulmalicki
FACT OF THE DAY
Retention is the problem of everyone but religion-focused apps
@paulmalicki
CHECK LIST.
@paulmalicki
• Why Retention?✓
• About me✗
• Why users leave?✗
• Acquire ‘sustainably’✗
• Onboard smartly ✗
• Personalize early ✗
• Humanize, literally ✗
• Build frictionlessly✗
• Ask kindly✗
• Lock forever!✗
& EASYME 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
& EASYME
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
WHY THE HECK (SO MANY) USERS LEAVE?
@paulmalicki
The only way to find out is to keep calm and
@paulmalicki
ask the users + innovate.
press F5.
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.
@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?
@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?
@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.
@paulmalicki
As a matter of fact:
Retention starts at acquisition
@paulmalicki
AdWords
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’
@paulmalicki
Although retention differs across channels, at times better sales per user compensate high churn.
(think: search intent, seasonal users, promotions)
@paulmalicki
@paulmalicki
There are 3 ways to onboard the user…
Benefits-orientedFunction-oriented Progressive
ONBOARD ‘smartly’
@paulmalicki
Onboarding hacks
Carousel + USPMultiple Login Options Gamification
Interactive Tutorial
ONBOARD ‘smartly’
@paulmalicki
By adding “Connect with Google” button, Frank & Oak increased mobile signups by 150%. Source: Segment.com
Baseline VariationONBOARD ‘smartly’
@paulmalicki
• Automated• Real person• Power user sees
special content
HUMANIZE (literally)
@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)
@paulmalicki
BUILD ‘frictionlessly’
@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’
@paulmalicki
PERSONALIZE early
@paulmalicki
Would you say ‘no’?ASK kindly
@paulmalicki
Asking is important !
“Apps that use in-app messages experience 27% more launches than their competitors.” [Localytics, 2015]
@paulmalicki
@paulmalicki
Download Sign-up Book / Basket
PurchasePush 1
Push 2
Push 3
Push Opt-in
Ad 1
Email 1
Email 2
Push 1
Push 2
Ad 2Ad 3
Email Push
or
Ad 1Ad 2Ad 3
Ad 1Ad 2Ad 3Activation
IActivation
IIActivation
IIIMESSAGE: Show benefits of signing up
MESSAGE: Show features & perks MESSAGE: Apologize or educate
LOCK forever!
@paulmalicki
CUSTOMER JOURNEY USING
FACEBOOKacquisition +
activation
LOCK forever!
@paulmalicki
ENGAGEMENT EMAIL
1 month after activation
GAMIFICATION EMAIL
D+1 after activation
LOCK forever!
@paulmalicki
LOCK forever!
LOCKforever!
@paulmalicki
@paulmalicki
Loyalty Program Learnings so far:I. Measure (before / after), not (opted-in vs remaining)II. Key benefit is recurrence, secondary: retentionIII. Automate and remind. Otherwise, users tend to
forgetIV. Don’t do in-house, partner with airlines, banks, etc.
LOCK forever!
@paulmalicki
@paulmalicki
- Tackle Retention at Activation! -
Find why users leave & keep innovating
Acquire from high-LTV channels
Test various onboarding techniquesHumanizePersonalizeAsk permissions
Launch loyalty program & gamification
TAKEaways