In session two of our Reimagine Development webinar sequence, Abhishek Patil, CoFounder of GrowthX, took us by way of an outline of how to consider engagement metrics in a method that may result in higher retention. He led an interactive session with frequent examples utilizing Tinder and different high apps, exhibiting us what engagement metrics entrepreneurs ought to be searching for and showcasing stable methods on participating clients with out annoying them.
Under, we current the concepts he specified by his session.
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- Engagement Metrics: Engaging Without Annoying Your Users
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What’s an Engagement Metric?
Development is principally measured in 4 broad levels: you purchase customers, onboard them, have interaction them, they usually both churn or are retained.
What you must search for is the appropriate engagement metric. Let’s have a look at Tinder for an instance.
What’s the proper engagement metric for Tinder? Session frequency? Variety of matches? It actually boils right down to swiping proper or left.
In case you ask what the person’s goal is in utilizing Tinder, the reply must be: to search out and get matched with somebody, maybe go on a date with that match. However to do any of that, they’ve to start out swiping.
In order that engagement metric is actually: what does the person wish to do along with your product?
On the flip aspect, what can be a retention metric for Tinder? It might be many issues: that they join premium providers, that they hold utilizing the app, and so forth. In brief: it’s the core motion the model desires the person to take to monetize.
What this all boils right down to is: an engagement metric signifies what customers wish to do in your app. A retention metric signifies what core motion the model desires customers to finish in an effort to earn money.
Attending to the Slope of Enlightenment
Each person journey follows the identical primary sample:
They obtain a set off prompting them to join a brand new app, service, or product. They attain Peak Pleasure the place they’ve lots of expectations concerning your app. However then they both find yourself in:
- The Valley of Disappointment, as a result of they overlook the worth of your app, or
- The Slope of Enlightenment, the place they expertise the AHA second and instantly see how your app helps them.
A very good engagement engine ought to take the person from Peak Pleasure to Slope of Enlightenment in an effort to have interaction and retain the person.
However your engagement campaigns must strike the appropriate stability between what customers wish to do in your app with what actions will ultimately result in higher monetization and retention. Ideally, these are each aligned so the engagement metric (what they wish to do) can be your retention metric (what you need them to do). However there might typically be a distinction between what customers really feel is necessary to them, and what your model sees as crucial path to monetization. In any case, your person engagement campaigns ought to bridge the hole between each.
And also you want to pay attention to pure frequency.
Pure Frequency: You’ve Acquired 30 Days
In case you begin itemizing the apps you employ on a each day and weekly foundation, you’ll most likely haven’t any downside developing with names: Gmail, Fb, YouTube, health trackers, be aware takers, to do lists, and so forth.
However strive itemizing the apps you employ solely as soon as a month. Possibly banking and bank card apps? Utility supplier apps?
How about apps or providers you employ solely every year? And the way about as soon as each 10 years? Or as soon as in a lifetime? Possibly Redfin. Possibly a marriage planning app. Possibly an app that will help you promote your automobile?
It’ll most likely take longer to consider apps or providers for these. Why?
As a result of we are inclined to neglect about issues after 30 days.
Folks neglect 50-80% of what they’ve realized after sooner or later and 97-98% after a month.
So everytime you create an engagement engine, your product ought to have a use case the place it’s helpful a number of instances in a month. If not, folks will neglect they even put in your app.
How do you do that?
- Determine your informal customers vs. core customers vs. energy customers. (Even higher, let your AI determine it out for you.) In case you can have a look at earlier person conduct and determine which customers will both churn or flip into lifelong clients/energy customers, then you’ll be able to focus your advertising budgets extra on those that are on the fence.
- Work out what extra options you’ll be able to launch in your app to extend the frequency of utilization for every section of customers. For instance: when you’ve got a marriage planning app that’s utilized by clients solely as soon as in a lifetime (ideally), you may strive sending a yearly reminder on the marriage anniversary, congratulating the couple and perhaps even exhibiting some images taken on the marriage ceremony.
Maintain Them Engaged With New Triggers
Now, you’ve acquired to show your app right into a behavior — get customers to extend their utilization of your app. And this implies you’re continuously enhancing the app, including extra options and functionalities.
Each time the person launches a brand new characteristic, you could as soon as once more convey them from Peak Pleasure to the Slope of Enlightenment as rapidly as doable.
And to do that, there have to be a cycle that brings customers to the brand new AHA second.
Notice {that a} earlier AHA second is rapidly forgotten. Keep in mind the primary time you used Uber and marveled at how rapidly your experience got here? That was an AHA second — once you discovered the true worth of the app and the way it may gain advantage your life. However these moments fade. You weren’t singing the praises of the know-how by the twentieth Uber experience, proper?
So that you create new hooks to entice customers to return again — new options. And cause them to new AHA moments, and get them deeper into utilizing your app. And that is what turns your app into part of the person’s life.
How Tinder Hooks You
Let’s have a look at how Tinder does it.
You employ it for the primary time, you solely get the swipe left or proper buttons. However you retain going in a single route, and also you get the rebound button so you’ll be able to recall a previous choice and alter your thoughts.
In case you hold utilizing the app, you ultimately get the superlike button and a highlight button that reveals you the highest 3 members in a specific space.
After which ultimately you get a Swipe Evening button that, just like the Bandersnatch episode within the TV sequence Black Mirror, (or the Select Your Personal Journey books of the Nineteen Eighties) means that you can make selections in a narrative, and ultimately matches you with individuals who went down the identical choice tree you probably did.
There’s at all times a brand new characteristic, at all times a brand new set off to hook customers again into utilizing the app.
Don’t Be That One Annoying App
Be careful, although.
You don’t wish to be that one app you seldom use however which retains bothering you with messages each week, typically daily. And infrequently with no relevance to what you want.
Certain, you’ve acquired to have interaction along with your app customers. However not in a method that annoys your clients or offers them with no worth.
Prime instance: again in April, we had been inundated with manufacturers sending messages saying “We’re on this pandemic collectively.” Did that present any actual worth to customers?
You want to perceive the context of the person. What do they want at any given second? Ship them communication that’s related to their wants and wishes.
How do you benchmark for being an annoying app?
- Verify your app retailer evaluations. If in case you have 10 folks writing that your app is “too annoying” with its notifications or alerts, then you definately might be certain for each 1 person complaining, there are 100 individuals who didn’t depart a overview however felt the identical method.
- Have random calls with customers who’ve been despatched lots of communications. Bucket them into two segments:
a. Those that did come again and hold utilizing your app, and
b. Those that didn’t come again.Ask every section what went flawed and attempt to perceive them. Keep in mind that on the different finish of the app is an actual human being. Have an actual dialog with them as a human, not simply an nameless person and don’t simply have a look at CTR dashboards all day.
