The Importance of Building User Habits for Retention in the Times of COVID-19

The Importance of Building User Habits for Retention in the Times of COVID-19

In the midst of the COVID-19 pandemic, businesses and organizations have faced numerous challenges in retaining their user base. The key to achieving great retention lies in building and deepening user habits over time. However, habit building is not a simple task; it requires a deep understanding of user motivations, cognitive and physical friction, rewards, and more.

One common mistake that many businesses make is focusing on revenue retention as the ultimate goal. While revenue retention is undoubtedly important, it is crucial to recognize that it is merely an output of usage. It is a lagging indicator that reflects the success of your retention strategies. Therefore, if you find yourself solely fixated on revenue retention, you are looking in the wrong place.

To truly improve retention, it is necessary to address the core inputs that drive it: Activation, Engagement, and Resurrection. These three elements are the building blocks of a successful retention strategy. By focusing on optimizing these areas, businesses can effectively improve user retention rates.

However, it is important to note that trying to retain every single user may not yield optimal results. As we continue to witness a shift in user behavior, it is crucial to identify and retain the marginal audience. This means understanding whether the marginal audience is experiencing real value or only temporary value. To determine this, it is necessary to examine the underlying behavior that drives their engagement. If they are only engaging due to current events without experiencing the broader value proposition, it is unlikely that these users will retain.

Now, let's shift our focus to a different topic: studying with a highlighter. Many students have long relied on the practice of highlighting text as a study technique. However, recent research suggests that this method may not be as effective as previously believed. Highlighting something for short-term purposes does not lead to optimal retention. In fact, note-taking has been proven to be a more effective approach.

The reason behind this lies in the way our brains learn and remember information. Our brains naturally make connections between information, whether they are similar details, concepts, or locations. The more connections we make in our notes, the better we tend to remember things. Therefore, simply highlighting text does not engage our brains in the same way that note-taking does.

While studying with a highlighter can still be beneficial for certain purposes, such as quickly referencing materials in the future, it falls short in terms of long-term retention. However, if the highlighting system is searchable, it can be a valuable tool for revisiting information even years down the road. This highlights the importance of implementing effective systems and tools that allow for easy retrieval of highlighted content.

In conclusion, whether it is building user habits or studying effectively, the key lies in understanding the underlying mechanisms that drive retention. In the times of COVID-19, businesses must adapt their strategies to cater to the changing behavior of users. By focusing on the core inputs of Activation, Engagement, and Resurrection, businesses can improve retention rates and achieve long-term success.

Actionable Advice:

• 1. Understand your marginal audience: Identify which users are experiencing real value versus temporary value. This will help you focus your retention efforts on those who are most likely to retain in the long run.

• 2. Implement effective note-taking strategies: Instead of relying solely on highlighting, incorporate note-taking techniques that encourage making connections between information. This will enhance your ability to retain and recall information in the long term.

• 3. Invest in searchable systems: If you choose to use a highlighting system, ensure it is searchable to facilitate easy retrieval of highlighted content. This will enable you to reference materials even years after initially highlighting them.

By incorporating these actionable advice into your retention strategies or study techniques, you can enhance your ability to build and retain habits effectively. Remember, success lies not in trying to retain everyone, but in understanding and catering to the needs of your marginal audience.