KEEP THEM JAIL THEMB2C CASE STUDIES

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.

RETENTION VS ENGAGEMENT

#1WHY RETENTION AND PRODUCT MAKET FITARE DEEPLY LINKED

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)

LISTEN TO THE SIGNALSYOUR CUSTOMERS ARE GIVING YOU

IT’S IMPORTANT TO MEASURE YOUR RETENTION AT SPECIFIC INTERVALS

(DEPENDING ON YOUR PRODUCT)

quintgrowth.com/growthmodel.html

CARE IS EVERYTHINGA SIMPLE FORMULA TO IMPROVE CANCELATION RATE

[cancelation or retention rate]=

[product utility] + [service quality] + [acceptable price]

ABOUT USER ONBOARDINGONE 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.

#2HACKS USED BYB2C STARTUPS

TO FOSTER RETENTION

HACK #1 - THE HOOK MODELHOW TO BUILD HABIT-FORMING PRODUCTS

HOW PINTEREST.COMUSES THE HOOK MODEL TO FOSTER RETENTION

TRIGGER

Imagesand videos

ACTION

Browser extension to

easily pin

REWARD

Ability/motivation to curate

different thingsin your board

INVESTMENT

Suggestion to follow similar

board and come back to the site.

REPEAT AND HABIT

HACK #2 - IT IS EASIER TO BUILD ON A STRENGTH THAN IT IS TO IMPROVE A

WEAKNESS

HACK #3 - THE REWARD RETENTIONENCOURAGE PEOPLE TO DO SOMETHING

TO GET SOMETHING

HACK #4 - THE ASKING OPTIMIZING RETENTIONIF 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 NEWSLETTERWHEN YOU KNOW WHAT PEOPLE LIKE, FIND

LOOPS TO TAKE BENEFIT FROM THAT.

HACK #6 - THE GAMIFICATIONTHE CODESCHOOL EXAMPLE

HACK #7 - THE PROGRESSION FEELINGCREATE THE FEELING THAT LEAVING WILL BE

ALL FOR NOTHING.

HACK #8 - THE INVALUABLE DATABASEWHEN PEOPLE HAVE A LOT OF CONTENT

WITHIN YOUR PRODUCT.

HACK #9 - EVERY MOMENT IS AN OCCASION

THE HAPPY BUFFER BIRTHDAY

HACK #10 - CONTENT MARKETINGWHO SAYS IT WAS ONLY FOR ACQUISITION?

HACK #11 - BUILD STRONG CONNECTIONSRELY ON THE CONNECTIONS YOUR USERS

ALREADY HAVE

HACK #12 - RETARGETING IS POWERFULSOMETIMES YOU HAVE TO KNOCK A SECOND

TIME TO OPEN THE DOOR

HACK #13 - MAKE THEM VIPHOW DRIBBBLE USES AN INVITATION SYSTEM

TO DRIVE ENGAGEMENT

HACK #14 - BE CONSISTENT WITH YOUR USER MAILBOXDELIVER CONTENT FROM YOUR INDUSTRY/PRODUCT ON

A DAILY, WEEKLY, OR MONTHLY BASIS.

HACK #15 - GRIND, SPAM OR PAYTACTICS, ZINGA USE FOR RETENTION

AND MONETIZATION.

#3RETENTION 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 GROUPON FACEBOOK AND LINKEDIN

EVERYONE IN YOUR COMPANYNEEDS TO DO CUSTOMER SUPPORT

DON’T TREATALL YOUR CUSTOMERS AS EQUAL.

IN A NUTSHELL,DON’T BE ACQUISITION FOCUSED

IT CAN COSTS 7 TIMES MORETO ACQUIRE ONE NEW CUSTOMER THAN IT DOES

TO RETAIN ONE

THANK YOUQUESTIONS?