Retain or Die: The Retention Playbook
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Retain or Die: The Retention Playbook Head of Product Justin Bauer Opticon Virtual Summit Amplitude
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Transcript of Retain or Die: The Retention Playbook
Retain or Die: The Retention Playbook
Head of ProductJustin Bauer
OpticonVirtual Summit
Amplitude
The average product loses over 80% of its new users within 3 days
Why Retention Matters: A Tale of 2 Products
COMPANY A:5M new users per month, 80% monthly retention
COMPANY B:2.5M new users per month, 95% monthly retention
AFTER 6 MONTHS
Source: Graph adapted from Greylock Partners
Why Retention Matters: A Tale of 2 Products
COMPANY A:5M new users per month, 80% monthly retention
COMPANY B:2.5M new users per month, 95% monthly retention
COMPANY A:25M users
COMPANY B:42M users
AFTER 3 YEARS
Source: Graph adapted from Greylock Partners
What is the Retention Playbook?
Developed with some of the best product-oriented companies and thought leaders.
The Retention Playbook: 3 Actionable Steps
#1: Define your Critical Event
#2: Determine your product’s Usage Frequency
#3: Break down your Retention Lifecycle
#1: Define your Critical Event
Measuring retention as when someone opens your app is NOT enough to truly understand your users
#2: Determine your product’s Usage Frequency
Product Critical Event Usage Frequency
Multiplayer mobile game Playing a game Daily
Music streaming platform Playing a song Daily
Self-guided meditation Completing a meditation session Weekly
Fitness/exercise class recommender Booking a class Biweekly
On-demand grocery Making a purchase Monthly
#2: Determine your product’s Usage Frequency
How long does it take for 80% of users to repeat the critical event?
Music
Lifestyle
Food Delivery
#3: Break down your Retention Lifecycle
#3: Break down your Retention Lifecycle
New User Retention
Why: First impressions matter.
What to do: Figure out which behaviors or features bring new users back.
New User Retention
Why: First impressions matter.
What to do: Figure out which behaviors or features bring new users back.
Example: Daily Reminders - Calm
Weekly Retention - New Users, 1st 12 weeks
Reminder set:3x higher retention!
Reminder not set
Current User Retention
Why: Understanding and improving the experience for your active users is critical for long-term growth.
What to do: Determine behavioral personas -- what are your users doing or not doing?
Current User Retention
Why: Understanding and improving the experience for your active users is critical for long-term growth.
What to do: Determine behavioral personas -- what are your users doing or not doing?
Example: Social features - Sounds
Resurrected User Retention
Why: This is frequently your largest source of users, and many of them may be using your competitor’s product.
What to do: Analyze triggers -- why are users coming back?
Resurrected User Retention
Why: This is frequently your largest source of users, and many of them may be using your competitor’s product.
What to do: Analyze triggers -- why are users coming back?
Example: Winback campaign - Delivery App
Weekly Retention for Delivery Event
Resurrected - winback Resurrected - no winbackNew users
2x retention
In Summary - The Retention Playbook
#1: Define your Critical Event
#2: Determine your app’s Usage Frequency
#3: Break down your Retention Lifecyclea. New User Retentionb. Current User Retentionc. Resurrected User Retention
More Resources on Retention:
Amplitude - amplitude.com/blog
Brian Balfour - coelevate.com
Nir Eyal - nirandfar.com
Social Capital
Andrew Chen - andrewchen.co
Be on the lookout for the full Retention Playbook in early 2017!
@amplitudemobile
@bbalfour
@nireyal
@socialcapital
@andrewchen
