This document discusses retention and its importance for growth. It begins by stating that retention separates the top 1% of companies from the bottom 99% in terms of growth. The rest of the document then discusses analyzing and optimizing retention through segmentation, identifying quantitative indicators, qualitative user interviews, and experimentation. It describes the retention curves of one company before and after making improvements based on these techniques, showing increased retention levels over time.
2. DISCLAIMER: ALL DATA IN THIS
PRESENTATION IS FAKE
(don’t go public if you want to present real data)
Brian Balfour :: @bbalfour :: http://www.coelevate.com
3. WHAT SEPARATES THE
TOP 1% FROM THE BOTTOM 99%
IN GROWTH?
Brian Balfour :: @bbalfour :: http://www.coelevate.com
14. WHAT IS GOOD AND WHAT IS BAD?
0%!
25%!
50%!
75%!
100%!
125%!
0! 5! 10! 15! 20!
% Active!
THE MOST IMPORTANT
ELEMENT IS THAT IT FLATTENS
GOOD
BAD
Brian Balfour :: @bbalfour :: http://www.coelevate.com
15. TO UNDERSTAND AND OPTIMIZE
RETENTION YOU NEED TO THINK ABOUT
IT IN ACTIONABLE PIECES
Brian Balfour :: @bbalfour :: http://www.coelevate.com
23. SIDEKICK RETENTION CURVE DEC 2014
0%!
25%!
50%!
75%!
100%!
125%!
0! 5! 10! 15! 20!
% Active!
TIME!
Problem #2: Not Flat!
Problem #1: !
Over time W1 Retention Was Decreasing!
Brian Balfour :: @bbalfour :: http://www.coelevate.com
24. 1
SEGMENTATION
Segmented retention curves by different
factors: Acquisition source, email client,
persona, type of email
HOW WE FIGURED OUT IMPROVEMENTS
Brian Balfour :: @bbalfour :: http://www.coelevate.com
25. Brian Balfour :: @bbalfour :: http://www.coelevate.com
CORPORATE VS FREEMAIL
0%!
25%!
50%!
75%!
100%!
125%!
0! 5! 10! 15! 20!
Corporate Emails! Gmail and Other Freemail!
% Active!
Time!
Higher W1 Retention!
Slower User Churn!
26. 1
2 QUANT INDICATORS
SEGMENTATION
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.
Brian Balfour :: @bbalfour :: http://www.coelevate.com
HOW WE FIGURED OUT IMPROVEMENTS
27. Brian Balfour :: @bbalfour :: http://www.coelevate.com
SOME OF OUR FINDINGS
WTF?!!
28. 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
HOW WE FIGURED OUT IMPROVEMENTS
29. Brian Balfour :: @bbalfour :: http://www.coelevate.com
SOME OF OUR FINDINGS
“Didn’t have
time to
figure out.”!
31. Brian Balfour :: @bbalfour :: http://www.coelevate.com
RETENTION CURVES
0%!
25%!
50%!
75%!
100%!
125%!
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!
32. 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