KEEP THEM JAIL THEM
B2C CASE STUDIES
THE TALK PLAN
#1. Why Retention and PMF are deeply linked.
#2. Hacks used by B2C startups to foster retention.
#3. Retenti...
RETENTION VS ENGAGEMENT
#1
WHY RETENTION AND
PRODUCT MAKET FIT
ARE DEEPLY LINKED
SNAPSHAT HAD THE TRIFECTA
#1. Non-Trivial Top Line Growth (Snapchat - 200K
downloads)
#2. Retention (50% of downloads were...
LISTEN TO THE SIGNALS
YOUR CUSTOMERS ARE GIVING YOU
IT’S IMPORTANT TO MEASURE YOUR
RETENTION AT SPECIFIC INTERVALS
(DEPENDING ON YOUR PRODUCT)
quintgrowth.com/growthmodel.html
CARE IS EVERYTHING
A SIMPLE FORMULA TO IMPROVE CANCELATION RATE
[cancelation or retention rate]
=
[product utility] + [ser...
ABOUT USER ONBOARDING
ONE OF THE MOST IMPORTANT RETENTION THINGS
Onboarding is the process of getting a new user to
a must...
#2
HACKS USED BY
B2C STARTUPS
TO FOSTER RETENTION
HACK #1 - THE HOOK MODEL
HOW TO BUILD HABIT-FORMING PRODUCTS
HOW PINTEREST.COM
USES THE HOOK MODEL TO FOSTER RETENTION
TRIGGER
Images
and videos
ACTION
Browser
extension to
easily pin...
HACK #2 - IT IS EASIER TO BUILD ON A
STRENGTH THAN IT IS TO IMPROVE A
WEAKNESS
HACK #3 - THE REWARD RETENTION
ENCOURAGE PEOPLE TO DO SOMETHING
TO GET SOMETHING
HACK #4 - THE ASKING OPTIMIZING RETENTION
IF PEOPLE ARE CANCELING OR DO NOT COME BACK,
ASK THEM BY EMAIL (FROM THE FOUNDER)
INTERVIEW YOUR EXISTING USERS
(BOTH ACTIVE AND DORMANT)
(HACK THE RESPONSE RATE WITH AN AMAZON REWARD)
HACK #5 - THE CUSTOMIZED NEWSLETTER
WHEN YOU KNOW WHAT PEOPLE LIKE, FIND
LOOPS TO TAKE BENEFIT FROM THAT.
HACK #6 - THE GAMIFICATION
THE CODESCHOOL EXAMPLE
HACK #7 - THE PROGRESSION FEELING
CREATE THE FEELING THAT LEAVING WILL BE
ALL FOR NOTHING.
HACK #8 - THE INVALUABLE DATABASE
WHEN PEOPLE HAVE A LOT OF CONTENT
WITHIN YOUR PRODUCT.
HACK #9 - EVERY MOMENT IS AN
OCCASION
THE HAPPY BUFFER BIRTHDAY
HACK #10 - CONTENT MARKETING
WHO SAYS IT WAS ONLY FOR ACQUISITION?
HACK #11 - BUILD STRONG CONNECTIONS
RELY ON THE CONNECTIONS YOUR USERS
ALREADY HAVE
HACK #12 - RETARGETING IS POWERFUL
SOMETIMES YOU HAVE TO KNOCK A SECOND
TIME TO OPEN THE DOOR
HACK #13 - MAKE THEM VIP
HOW DRIBBBLE USES AN INVITATION SYSTEM
TO DRIVE ENGAGEMENT
HACK #14 - BE CONSISTENT WITH YOUR USER MAILBOX
DELIVER CONTENT FROM YOUR INDUSTRY/PRODUCT ON
A DAILY, WEEKLY, OR MONTHLY ...
HACK #15 - GRIND, SPAM OR PAY
TACTICS, ZINGA USE FOR RETENTION
AND MONETIZATION.
#3
RETENTION HACKS
WE MAY USE OURSELVES
SAVE MOST FAVORITE CAR BRANDS
FOR A USER AND SEND A CUSTOM
EMAIL FOR BIRTHDAY
DURING CHRISTMAS, EASTER OR
THANKSGIVING, SEND A
NOTIFICATION WITH MIXPANEL TO
INACTIVE USERS
EYE-CATCHY NOTIFICATIONS, AT
SPECIFIC MOMENTS, TO GUIDE FLUO
USERS TO FINANCIAL SAVINGS.
RETAINING PEOPLE INSIDE A VIP GROUP
ON FACEBOOK AND LINKEDIN
EVERYONE IN YOUR COMPANY
NEEDS TO DO CUSTOMER SUPPORT
DON’T TREAT
ALL YOUR CUSTOMERS AS EQUAL.
IN A NUTSHELL,
DON’T BE ACQUISITION FOCUSED
IT CAN COSTS 7 TIMES MORE
TO ACQUIRE ONE NEW CUSTOMER THAN IT DOES
TO RETAIN ONE
THANK YOU
QUESTIONS?
Comment améliorer votre rétention: Case studies - Julien Le Coupanec, Growth Hacker chez TheFamily
Comment améliorer votre rétention: Case studies - Julien Le Coupanec, Growth Hacker chez TheFamily
Comment améliorer votre rétention: Case studies - Julien Le Coupanec, Growth Hacker chez TheFamily
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Comment améliorer votre rétention: Case studies - Julien Le Coupanec, Growth Hacker chez TheFamily

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Dans cette vidéo, Julien le Coupanec analyse le cas de la rétention dans les business B2C (Business to Consumer) en 3 points. 1) Pourquoi et comment la rétention et le product market fit sont en relation 2) Les hacks utilisés par les startups B2C pour favoriser la rétention 3) Les hacks de rétention que nous pourrions utiliser nous-mêmes.

La vidéo : https://www.youtube.com/watch?v=uxAsWKQJnww

Par Julien Le Coupanec, Growth Hacker chez TheFamily - http://twitter.com/@lecoupa

At TheFamily, we believe that anyone can become a great entrepreneur. Find more info here: http://www.thefamily.co/

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Comment améliorer votre rétention: Case studies - Julien Le Coupanec, Growth Hacker chez TheFamily

  1. 1. KEEP THEM JAIL THEM B2C CASE STUDIES
  2. 2. THE TALK PLAN #1. Why Retention and PMF are deeply linked. #2. Hacks used by B2C startups to foster retention. #3. Retention hacks we may use ourselves.
  3. 3. RETENTION VS ENGAGEMENT
  4. 4. #1 WHY RETENTION AND PRODUCT MAKET FIT ARE DEEPLY LINKED
  5. 5. SNAPSHAT HAD THE TRIFECTA #1. Non-Trivial Top Line Growth (Snapchat - 200K downloads) #2. Retention (50% of downloads were active Daily) #3. Meaningful Usage (The users just weren’t coming back daily, but there were taking a meaningful action - sending 10 pictures a day on average)
  6. 6. LISTEN TO THE SIGNALS YOUR CUSTOMERS ARE GIVING YOU
  7. 7. IT’S IMPORTANT TO MEASURE YOUR RETENTION AT SPECIFIC INTERVALS (DEPENDING ON YOUR PRODUCT)
  8. 8. quintgrowth.com/growthmodel.html
  9. 9. CARE IS EVERYTHING A SIMPLE FORMULA TO IMPROVE CANCELATION RATE [cancelation or retention rate] = [product utility] + [service quality] + [acceptable price]
  10. 10. ABOUT USER ONBOARDING ONE OF THE MOST IMPORTANT RETENTION THINGS Onboarding is the process of getting a new user to a must have experience, and a set of best practices to get them active. Good onboarding involves a mix of selling, educating and using your product.
  11. 11. #2 HACKS USED BY B2C STARTUPS TO FOSTER RETENTION
  12. 12. HACK #1 - THE HOOK MODEL HOW TO BUILD HABIT-FORMING PRODUCTS
  13. 13. HOW PINTEREST.COM USES THE HOOK MODEL TO FOSTER RETENTION TRIGGER Images and videos ACTION Browser extension to easily pin REWARD Ability/motivation to curate different things in your board INVESTMENT Suggestion to follow similar board and come back to the site. REPEAT AND HABIT
  14. 14. HACK #2 - IT IS EASIER TO BUILD ON A STRENGTH THAN IT IS TO IMPROVE A WEAKNESS
  15. 15. HACK #3 - THE REWARD RETENTION ENCOURAGE PEOPLE TO DO SOMETHING TO GET SOMETHING
  16. 16. HACK #4 - THE ASKING OPTIMIZING RETENTION IF PEOPLE ARE CANCELING OR DO NOT COME BACK, ASK THEM BY EMAIL (FROM THE FOUNDER)
  17. 17. INTERVIEW YOUR EXISTING USERS (BOTH ACTIVE AND DORMANT) (HACK THE RESPONSE RATE WITH AN AMAZON REWARD)
  18. 18. HACK #5 - THE CUSTOMIZED NEWSLETTER WHEN YOU KNOW WHAT PEOPLE LIKE, FIND LOOPS TO TAKE BENEFIT FROM THAT.
  19. 19. HACK #6 - THE GAMIFICATION THE CODESCHOOL EXAMPLE
  20. 20. HACK #7 - THE PROGRESSION FEELING CREATE THE FEELING THAT LEAVING WILL BE ALL FOR NOTHING.
  21. 21. HACK #8 - THE INVALUABLE DATABASE WHEN PEOPLE HAVE A LOT OF CONTENT WITHIN YOUR PRODUCT.
  22. 22. HACK #9 - EVERY MOMENT IS AN OCCASION THE HAPPY BUFFER BIRTHDAY
  23. 23. HACK #10 - CONTENT MARKETING WHO SAYS IT WAS ONLY FOR ACQUISITION?
  24. 24. HACK #11 - BUILD STRONG CONNECTIONS RELY ON THE CONNECTIONS YOUR USERS ALREADY HAVE
  25. 25. HACK #12 - RETARGETING IS POWERFUL SOMETIMES YOU HAVE TO KNOCK A SECOND TIME TO OPEN THE DOOR
  26. 26. HACK #13 - MAKE THEM VIP HOW DRIBBBLE USES AN INVITATION SYSTEM TO DRIVE ENGAGEMENT
  27. 27. HACK #14 - BE CONSISTENT WITH YOUR USER MAILBOX DELIVER CONTENT FROM YOUR INDUSTRY/PRODUCT ON A DAILY, WEEKLY, OR MONTHLY BASIS.
  28. 28. HACK #15 - GRIND, SPAM OR PAY TACTICS, ZINGA USE FOR RETENTION AND MONETIZATION.
  29. 29. #3 RETENTION HACKS WE MAY USE OURSELVES
  30. 30. SAVE MOST FAVORITE CAR BRANDS FOR A USER AND SEND A CUSTOM EMAIL FOR BIRTHDAY
  31. 31. DURING CHRISTMAS, EASTER OR THANKSGIVING, SEND A NOTIFICATION WITH MIXPANEL TO INACTIVE USERS
  32. 32. EYE-CATCHY NOTIFICATIONS, AT SPECIFIC MOMENTS, TO GUIDE FLUO USERS TO FINANCIAL SAVINGS.
  33. 33. RETAINING PEOPLE INSIDE A VIP GROUP ON FACEBOOK AND LINKEDIN
  34. 34. EVERYONE IN YOUR COMPANY NEEDS TO DO CUSTOMER SUPPORT
  35. 35. DON’T TREAT ALL YOUR CUSTOMERS AS EQUAL.
  36. 36. IN A NUTSHELL, DON’T BE ACQUISITION FOCUSED
  37. 37. IT CAN COSTS 7 TIMES MORE TO ACQUIRE ONE NEW CUSTOMER THAN IT DOES TO RETAIN ONE
  38. 38. THANK YOU QUESTIONS?

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