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Zombie Antidote:
Waking Up
Dormant App Users
Brian Whalley / Klaviyo
Who Am I?
• Linguistics & Political Science at UMass Amherst
• Marketing at HubSpot, Kinvey, InsightSquared, Klaviyo
Users are expensive
• The best thing is if they never leave in the first place.
Users are expensive
• The best thing is if they never leave in the first place.
• It’s less expensive to reactivate an old...
Example Costs By Funnel Stage
• $3 per click
• 40% LP Conversion Rate
• 50% activation rate
• These numbers feel pretty re...
Example Costs By Funnel Stage
• New users: $15 • 15 cents per click - $1.50 for ten
clicks
• Get them through the login
sc...
Early user acquisition
Why are early adopters great?
• Pain tolerant
• Vocal feedback
• Avid fans
Solving This
• Understand why someone chose
your product
• You can wake them much more
easily
• It’s a lot easier to ask s...
Understand flows, build funnels, run campaigns
• Steps for doing this:
Understand your flows
• Instrument each use case in your product using software that can
identify users
• For example, Ful...
Understand your flows
Build your funnel
• Track the retention of each use case:
• How many people use your product?
• How many return to it?
Run campaigns
• Pick a use case
• If you want to work on an
audience where you don’t have
this data, just go with one of
y...
Help them make that decision again
• Remarketing advertisements
• Email
• In-App Messaging
• Call Campaigns
• SMS (For the...
Help them make that decision again
With that part down…
With that part down…
With that part down…
With that part down…
With that part down…
With that part down…
Further Reading
• Dan Wolchonok “Retention Is King”
• Alicia Shiu “Why You Need Cohorts to Improve Your Retention”
• Archa...
Zombie Antidote: Waking Up Dormant Users - Brian Whalley - Klaviyo - Growth Camp June 2016
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Zombie Antidote: Waking Up Dormant Users - Brian Whalley - Klaviyo - Growth Camp June 2016

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Zombie Antidote: Waking Up Dormant Users - Brian Whalley - Klaviyo - Growth Camp June 2016

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Zombie Antidote: Waking Up Dormant Users - Brian Whalley - Klaviyo - Growth Camp June 2016

  1. 1. Zombie Antidote: Waking Up Dormant App Users Brian Whalley / Klaviyo
  2. 2. Who Am I? • Linguistics & Political Science at UMass Amherst • Marketing at HubSpot, Kinvey, InsightSquared, Klaviyo
  3. 3. Users are expensive • The best thing is if they never leave in the first place.
  4. 4. Users are expensive • The best thing is if they never leave in the first place. • It’s less expensive to reactivate an old user than reacquire a new one: • Treat reactivation like it’s a funnel, just like you do for new users.
  5. 5. Example Costs By Funnel Stage • $3 per click • 40% LP Conversion Rate • 50% activation rate • These numbers feel pretty real, right?
  6. 6. Example Costs By Funnel Stage • New users: $15 • 15 cents per click - $1.50 for ten clicks • Get them through the login screen • Help them receive some value
  7. 7. Early user acquisition
  8. 8. Why are early adopters great? • Pain tolerant • Vocal feedback • Avid fans
  9. 9. Solving This • Understand why someone chose your product • You can wake them much more easily • It’s a lot easier to ask someone to make the same choice again
  10. 10. Understand flows, build funnels, run campaigns • Steps for doing this:
  11. 11. Understand your flows • Instrument each use case in your product using software that can identify users • For example, Fullstory, Mixpanel, HubSpot, Klaviyo…
  12. 12. Understand your flows
  13. 13. Build your funnel • Track the retention of each use case: • How many people use your product? • How many return to it?
  14. 14. Run campaigns • Pick a use case • If you want to work on an audience where you don’t have this data, just go with one of your most popular uses.
  15. 15. Help them make that decision again • Remarketing advertisements • Email • In-App Messaging • Call Campaigns • SMS (For the truly bold)
  16. 16. Help them make that decision again
  17. 17. With that part down…
  18. 18. With that part down…
  19. 19. With that part down…
  20. 20. With that part down…
  21. 21. With that part down…
  22. 22. With that part down…
  23. 23. Further Reading • Dan Wolchonok “Retention Is King” • Alicia Shiu “Why You Need Cohorts to Improve Your Retention” • Archana Madhavan “The What, When, and Why of User Retention”

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