[WMD 2016] Growth Advisor, Casey Winters "Constant rejection: A lesson in retaining users"

TL;DR

Retention is crucial for the success of any product and requires a focus on improving the core product and reducing friction through methods such as improving the product, onboarding and education, personalized emails, effective notifications, customer service, new platforms, promotions, and loyalty programs.

Transcript

hello everyone you guys hear me okay good all right great so I'm here to talk about what my daily life has been which is constant rejection trying to retain users and I'll talk about some lessons that I've learned along the way on how to retain users better so I'm gonna completely butcher a Dan Ariely quote and say that retention is like teenage se... Read More

Key Insights

• 💨 Retention is crucial for the success of a product, and companies like Twitter have learned the hard way that acquisition efforts alone are not sufficient.
• 💯 Improving the core product is the most effective way to increase retention, with a focus on reducing friction and simplifying the user experience.
• 💯 Onboarding and education should be tailored to the product and aim to get users to the core value quickly.
• 💌 Emails, notifications, and personalized content can aid in retention by providing relevant information and calls to action.
• 🖐️ Customer service plays a vital role in repairing negative experiences and building long-term loyalty.

Questions & Answers

Q: How do you measure the impact of retention experiments?

Measuring the impact of retention experiments requires tracking cohorts of users and comparing their rate of interaction over a sustained period. Leading indicators can be tracked, such as early user behavior, to gain insights before the full impact can be measured.

Q: How can personalized emails be implemented without an in-house email data tool?

Personalized emails can be implemented using external tools such as ExactTarget or Responsys. The key is to organize user data and behavior, segment users based on their preferences and interactions, and deliver relevant content accordingly.

Q: What are some examples of successful subject lines for emails?

Examples of successful subject lines can vary depending on the product and audience. However, effective subject lines should be concise, compelling, and relevant to the recipient. A personalized subject line mentioning their interests or offering a specific benefit can be effective.

Q: How can the reasons for low retention be identified before testing product or pricing changes?

To identify the reasons for low retention, analyze data to understand user behavior and acquisition sources. Additionally, directly contacting users who do not retain can provide valuable insights. Observing users through product flows and conducting user tests can also help uncover issues and barriers to retention.

Summary & Key Takeaways

• Retention is often overlooked, but it is crucial for the success of a product. Twitter is an example of a company that struggled with retention despite effective acquisition efforts.

• Improving the product is key to increasing retention, and this involves reducing friction and simplifying the user experience rather than adding more features. Examples from GrubHub and Pinterest highlight the importance of understanding user preferences and optimizing the product accordingly.

• Onboarding and education are essential for some products and should focus on getting users to the core value quickly without overwhelming them with too much information.

• Emails and notifications can aid in retention by providing relevant and personalized content at the right time. Subject lines, calls to action, and landing experiences should be carefully considered to maximize effectiveness.

• Customer service should be proactive in repairing negative experiences and turning them into positive ones, as this can lead to increased loyalty in the long run.

• Expanding to new platforms can help increase retention and attract new users, while promotions and loyalty programs should be carefully designed to incentivize desired user behavior.