Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.
RETENTION
BY: BRIAN BALFOUR
WWW.COELEVATE.COM
WHAT SEPARATES THE
TOP 1% FROM THE BOTTOM 99%
IN GROWTH?
Brian Balfour :: @bbalfour :: http://www.coelevate.com
Brian Balfour :: @bbalfour :: http://www.coelevate.com
ANSWER…RETENTION!
GRAPH CREDIT: WWW.ANDREWCHEN.CO & QUETTRA
IF YOU HAVE POOR RETENTION
NOTHING ELSE MATTERS
Brian Balfour :: @bbalfour :: http://www.coelevate.com
Brian Balfour :: @bbalfour :: http://www.coelevate.com
BAD RETENTION
Brian Balfour :: @bbalfour :: http://www.coelevate.com
GOOD RETENTION
Brian Balfour :: @bbalfour :: http://www.coelevate.com
AWESOME RETENTION
$$$ Retention w/ Net Negative Churn
Brian Balfour :: @bbalfour :: http://www.coelevate.com
BUT THERE’S MORE…
INCREASE
RETENTION
AFFORD HIGHER
CPA
INCREASE
LTV...
EVERY IMPROVEMENT TO RETENTION
ALSO IMPROVES VIRALITY, LTV, AND
PAYBACK PERIOD
Brian Balfour :: @bbalfour :: http://www.co...
HOW DO WE IMPROVE RETENTION?
Brian Balfour :: @bbalfour :: http://www.coelevate.com
IT ALL STARTS WITH COHORTS…
Brian Balfour :: @bbalfour :: http://www.coelevate.com
RETENTION COHORT CURVE
0%
25%
50%
75%
100%
0 5 10 15 20
% ACTIVE
TI...
Brian Balfour :: @bbalfour :: http://www.coelevate.com
WHAT IS GOOD AND WHAT IS BAD?
0%
25%
50%
75%
100%
0 5 10 15 20
% Ac...
IF RETENTION TRENDS TOWARDS ZERO
YOU MIGHT HAVE A PRODUCT MARKET
FIT PROBLEM NOT AN OPTIMIZATION
PROBLEM.
Brian Balfour ::...
OPTIMIZING/IMPROVING RETENTION
WEEK ONE RETENTION
Brian Balfour :: @bbalfour :: http://www.coelevate.com
Brian Balfour :: @bbalfour :: http://www.coelevate.com
SIDEKICK RETENTION CURVE DEC 2014
0%
25%
50%
75%
100%
0 5 10 15 20
...
STEP ONE
SEGMENT THE CURVE
Brian Balfour :: @bbalfour :: http://www.coelevate.com
SEGMENTATION…
1 USER SOURCE
2 ENTRY PATH
3 TECHNOLOGY
4 PERSONA
Brian Balfour :: @bbalfour :: http://www.coelevate.com
CORPORATE VS FREEMAIL
0%
25%
50%
75%
100%
0 5 10 15 20
Corporate Em...
STEP TWO
WHAT PART OF RETENTION?
Brian Balfour :: @bbalfour :: http://www.coelevate.com
Brian Balfour :: @bbalfour :: http://www.coelevate.com
NEW USER EXPERIENCE (D1, W1, M1)
0%
25%
50%
75%
100%
0 5 10 15 20
%...
Brian Balfour :: @bbalfour :: http://www.coelevate.com
MID TERM RETENTION
0%
25%
50%
75%
100%
0 5 10 15 20
% Active
MID TE...
Brian Balfour :: @bbalfour :: http://www.coelevate.com
LONG TERM RETENTION
0%
25%
50%
75%
100%
0 5 10 15 20
% Active
LONG ...
Brian Balfour :: @bbalfour :: http://www.coelevate.com
RESURRECTION
0%
25%
50%
75%
100%
0 5 10 15 20
% Active
GET USERS TO...
STEP THREE
DIG IN
Brian Balfour :: @bbalfour :: http://www.coelevate.com
1
2 QUANT INDICATORS
SEGMENTATION
3 1:1 QUAL DATA	
Segmented retention curves by different
factors: Acquisition source, ema...
Brian Balfour :: @bbalfour :: http://www.coelevate.com
NEW USER EXPERIENCE (D1, W1, M1)
0%
25%
50%
75%
100%
0 5 10 15 20
%...
Brian Balfour :: @bbalfour :: http://www.coelevate.com
SOME OF OUR FINDINGS
WTF?!
Brian Balfour :: @bbalfour :: http://www.coelevate.com
SOME OF OUR FINDINGS
“Didn’t have
time to
figure out.”
STRATEGIES THAT WORKED FOR US
1 SEPARATING NEW USER EXPERIENCE
2 SEGMENTING BASED ON PERSONA
3 SWITCHING USER CONTEXT PERS...
Brian Balfour :: @bbalfour :: http://www.coelevate.com
RETENTION CURVES
0%
25%
50%
75%
100%
0 5 10 15 20
Older Cohorts New...
USERS FORM AN OPINION IN YOUR NEW
USER EXPERIENCE. AS A RESULT…
Brian Balfour :: @bbalfour :: http://www.coelevate.com
Brian Balfour :: @bbalfour :: http://www.coelevate.com
IMPROVING W1 RETENTION SHIFTS THE
CURVE UP
0%
25%
50%
75%
100%
0 5 ...
THE CHALLENGE…
Brian Balfour :: @bbalfour :: http://www.coelevate.com
Brian Balfour :: @bbalfour :: http://www.coelevate.com
BALANCING PERMISSIONS WITH
FRICTION TO CORE VALUE
PERMISSIONS FRICT...
Brian Balfour :: @bbalfour :: http://www.coelevate.com
MID TERM RETENTION
0%
25%
50%
75%
100%
0 5 10 15 20
% Active
MID TE...
Brian Balfour :: @bbalfour :: http://www.coelevate.com
LONG TERM RETENTION
0%
25%
50%
75%
100%
0 5 10 15 20
% Active
LONG ...
Brian Balfour :: @bbalfour :: http://www.coelevate.com
RETENTION LOOPS
TRIGGER
TIME, LOCATION, PEER
INITIATED, etc
CHANNEL...
Brian Balfour :: @bbalfour :: http://www.coelevate.com
LINKEDIN
TRIGGER
YOU GOT 5 PROFILE
VIEWS. COMPLETE YOUR
PROFILE FOR...
Brian Balfour :: @bbalfour :: http://www.coelevate.com
LINKEDIN
TRIGGER
JON MILLER ENDORSED
YOU FOR MARKETING.
YOU SHOULD ...
THANKS!
MORE AT: WWW.COELEVATE.COM
Prochain SlideShare
Chargement dans…5
×

[CXL Live 16] Optimizing Retention - The Silent Killer and King of Growth by Brian Balfour

Growth is good, but retention is forever. Brian will show you how to conduct data-driven retention optimization to reduce churn and increase traction.

Livres associés

Gratuit avec un essai de 30 jours de Scribd

Tout voir
  • Soyez le premier à commenter

[CXL Live 16] Optimizing Retention - The Silent Killer and King of Growth by Brian Balfour

  1. 1. RETENTION BY: BRIAN BALFOUR WWW.COELEVATE.COM
  2. 2. WHAT SEPARATES THE TOP 1% FROM THE BOTTOM 99% IN GROWTH? Brian Balfour :: @bbalfour :: http://www.coelevate.com
  3. 3. Brian Balfour :: @bbalfour :: http://www.coelevate.com ANSWER…RETENTION! GRAPH CREDIT: WWW.ANDREWCHEN.CO & QUETTRA
  4. 4. IF YOU HAVE POOR RETENTION NOTHING ELSE MATTERS Brian Balfour :: @bbalfour :: http://www.coelevate.com
  5. 5. Brian Balfour :: @bbalfour :: http://www.coelevate.com BAD RETENTION
  6. 6. Brian Balfour :: @bbalfour :: http://www.coelevate.com GOOD RETENTION
  7. 7. Brian Balfour :: @bbalfour :: http://www.coelevate.com AWESOME RETENTION $$$ Retention w/ Net Negative Churn
  8. 8. Brian Balfour :: @bbalfour :: http://www.coelevate.com BUT THERE’S MORE… INCREASE RETENTION AFFORD HIGHER CPA INCREASE LTV INCREASE RETENTION DECREASE eCPA INCREASE VIRALITY INCREASE RETENTION DECREASE PAYBACK PERIOD INCREASE UPGRADE RATES
  9. 9. EVERY IMPROVEMENT TO RETENTION ALSO IMPROVES VIRALITY, LTV, AND PAYBACK PERIOD Brian Balfour :: @bbalfour :: http://www.coelevate.com
  10. 10. HOW DO WE IMPROVE RETENTION?
  11. 11. Brian Balfour :: @bbalfour :: http://www.coelevate.com IT ALL STARTS WITH COHORTS…
  12. 12. Brian Balfour :: @bbalfour :: http://www.coelevate.com RETENTION COHORT CURVE 0% 25% 50% 75% 100% 0 5 10 15 20 % ACTIVE TIME
  13. 13. Brian Balfour :: @bbalfour :: http://www.coelevate.com WHAT IS GOOD AND WHAT IS BAD? 0% 25% 50% 75% 100% 0 5 10 15 20 % Active THE MOST IMPORTANT ELEMENT IS THAT IT FLATTENS GOOD BAD
  14. 14. IF RETENTION TRENDS TOWARDS ZERO YOU MIGHT HAVE A PRODUCT MARKET FIT PROBLEM NOT AN OPTIMIZATION PROBLEM. Brian Balfour :: @bbalfour :: http://www.coelevate.com
  15. 15. OPTIMIZING/IMPROVING RETENTION WEEK ONE RETENTION
  16. 16. Brian Balfour :: @bbalfour :: http://www.coelevate.com
  17. 17. Brian Balfour :: @bbalfour :: http://www.coelevate.com SIDEKICK RETENTION CURVE DEC 2014 0% 25% 50% 75% 100% 0 5 10 15 20 % Active TIME Problem #2: Not Flat Problem #1: Over time W1 Retention Was Decreasing
  18. 18. STEP ONE SEGMENT THE CURVE Brian Balfour :: @bbalfour :: http://www.coelevate.com
  19. 19. SEGMENTATION… 1 USER SOURCE 2 ENTRY PATH 3 TECHNOLOGY 4 PERSONA
  20. 20. Brian Balfour :: @bbalfour :: http://www.coelevate.com CORPORATE VS FREEMAIL 0% 25% 50% 75% 100% 0 5 10 15 20 Corporate Emails Gmail and Other Freemail % Active Time Higher W1 Retention Slower User Churn
  21. 21. STEP TWO WHAT PART OF RETENTION? Brian Balfour :: @bbalfour :: http://www.coelevate.com
  22. 22. Brian Balfour :: @bbalfour :: http://www.coelevate.com NEW USER EXPERIENCE (D1, W1, M1) 0% 25% 50% 75% 100% 0 5 10 15 20 % Active W1 RETENTION GET USERS TO EXPERIENCE CORE VALUE AS QUICKLY AS POSSIBLE
  23. 23. Brian Balfour :: @bbalfour :: http://www.coelevate.com MID TERM RETENTION 0% 25% 50% 75% 100% 0 5 10 15 20 % Active MID TERM RETENTION GET USERS TO CREATE HABITS AROUND CORE VALUE (RE-WIRE)
  24. 24. Brian Balfour :: @bbalfour :: http://www.coelevate.com LONG TERM RETENTION 0% 25% 50% 75% 100% 0 5 10 15 20 % Active LONG TERM RETENTION GET USERS TO EXPERIENCE CORE VALUE AS OFTEN AS POSSIBLE
  25. 25. Brian Balfour :: @bbalfour :: http://www.coelevate.com RESURRECTION 0% 25% 50% 75% 100% 0 5 10 15 20 % Active GET USERS TO REFORM THEIR OPINION DORMANT USERS
  26. 26. STEP THREE DIG IN Brian Balfour :: @bbalfour :: http://www.coelevate.com
  27. 27. 1 2 QUANT INDICATORS SEGMENTATION 3 1:1 QUAL DATA Segmented retention curves by different factors: Acquisition source, email client, persona, type of email Looked for quantitative indicators by comparing data between those who churned and those who retained. Extremely targeted 1:1 emails to users asking open ended question. Brian Balfour :: @bbalfour :: http://www.coelevate.com FOR ANY PART OF THE CURVE…
  28. 28. Brian Balfour :: @bbalfour :: http://www.coelevate.com NEW USER EXPERIENCE (D1, W1, M1) 0% 25% 50% 75% 100% 0 5 10 15 20 % Active W1 RETENTION GET USERS TO EXPERIENCE CORE VALUE AS QUICKLY AS POSSIBLE
  29. 29. Brian Balfour :: @bbalfour :: http://www.coelevate.com SOME OF OUR FINDINGS WTF?!
  30. 30. Brian Balfour :: @bbalfour :: http://www.coelevate.com SOME OF OUR FINDINGS “Didn’t have time to figure out.”
  31. 31. STRATEGIES THAT WORKED FOR US 1 SEPARATING NEW USER EXPERIENCE 2 SEGMENTING BASED ON PERSONA 3 SWITCHING USER CONTEXT PERSONAL -> WORK 4 5 TESTING MEDIUM OF EDUCATION CONTENT
  32. 32. Brian Balfour :: @bbalfour :: http://www.coelevate.com RETENTION CURVES 0% 25% 50% 75% 100% 0 5 10 15 20 Older Cohorts Newer Cohort 1 Newer Cohort 2 % Users Still Active Time Woohoo! Curves Shift Up In Latest Cohorts Woohoo! Old Cohorts Flatten
  33. 33. USERS FORM AN OPINION IN YOUR NEW USER EXPERIENCE. AS A RESULT… Brian Balfour :: @bbalfour :: http://www.coelevate.com
  34. 34. Brian Balfour :: @bbalfour :: http://www.coelevate.com IMPROVING W1 RETENTION SHIFTS THE CURVE UP 0% 25% 50% 75% 100% 0 5 10 15 20 % ACTIVE
  35. 35. THE CHALLENGE… Brian Balfour :: @bbalfour :: http://www.coelevate.com
  36. 36. Brian Balfour :: @bbalfour :: http://www.coelevate.com BALANCING PERMISSIONS WITH FRICTION TO CORE VALUE PERMISSIONS FRICTION
  37. 37. Brian Balfour :: @bbalfour :: http://www.coelevate.com MID TERM RETENTION 0% 25% 50% 75% 100% 0 5 10 15 20 % Active MID TERM RETENTION GET USERS TO CREATE HABITS AROUND CORE VALUE (RE-WIRE)
  38. 38. Brian Balfour :: @bbalfour :: http://www.coelevate.com LONG TERM RETENTION 0% 25% 50% 75% 100% 0 5 10 15 20 % Active LONG TERM RETENTION GET USERS TO EXPERIENCE CORE VALUE AS OFTEN AS POSSIBLE
  39. 39. Brian Balfour :: @bbalfour :: http://www.coelevate.com RETENTION LOOPS TRIGGER TIME, LOCATION, PEER INITIATED, etc CHANNEL EMAIL, SOCIAL, PUSH, IN-APP REWARD MESSAGE, PHOTO, CURIOSITY, etc
  40. 40. Brian Balfour :: @bbalfour :: http://www.coelevate.com LINKEDIN TRIGGER YOU GOT 5 PROFILE VIEWS. COMPLETE YOUR PROFILE FOR MORE… CHANNEL EMAIL REWARD MORE PROFILE VIEWS BUILDING PROFILE HABIT (MID TERM RETENTION)
  41. 41. Brian Balfour :: @bbalfour :: http://www.coelevate.com LINKEDIN TRIGGER JON MILLER ENDORSED YOU FOR MARKETING. YOU SHOULD ENDORSE OTHERS TO GET MORE… CHANNEL EMAIL REWARD MORE ENDORSEMENTS LONG TERM RETENTION
  42. 42. THANKS! MORE AT: WWW.COELEVATE.COM

    Soyez le premier à commenter

    Identifiez-vous pour voir les commentaires

  • jackwu1161

    Apr. 5, 2016
  • ChenLindy

    Apr. 5, 2016
  • happypig

    Apr. 5, 2016
  • marioyin1

    Apr. 5, 2016
  • shiningjason

    Apr. 5, 2016
  • futewang

    Apr. 5, 2016
  • Atopos

    May. 13, 2017
  • JordenLentze

    May. 13, 2017
  • EdaSavickiene

    Jun. 7, 2017

Growth is good, but retention is forever. Brian will show you how to conduct data-driven retention optimization to reduce churn and increase traction.

Vues

Nombre de vues

6 751

Sur Slideshare

0

À partir des intégrations

0

Nombre d'intégrations

3 869

Actions

Téléchargements

103

Partages

0

Commentaires

0

Mentions J'aime

9

×