This exclusive 360° webinar will help you think about user retention holistically -- across the best tools for the job. Each speaker will focus on user retention through 3 lifecycle stages: First Run Experience (Day 1) New User Retention (Day 2 through Day 90) Later-in-Lifecycle Marketing (Post 90 Days) Your retention experts are: - Jackson Noel, Co-founder of Appcues http://www.appcues.com/ - Alicia Shiu, Product Marketing Manager at Amplitude https://amplitude.com/ - Janet Choi, Marketing Manager at Customer.io https://customer.io/

1. A 360° View of User Retention
Strategies Across Product, Analytics and Email

2. Watch the on-demand webinar here:
https://youtu.be/bV-KE78TXZU

3. Your Retention Experts
Jackson Noel
Co-founder
Alicia Shiu
Product Marketing
Janet Choi
Marketing Manager

4. Webinar Agenda
Welcome & Intro - 5 min
The 3 Stages of User Retention - 30-40 min
Q&A (Submit questions throughout!) - 10 min
Product
Analytics
Email

5. Why is User Retention So Important?

6. Why is User Retention So Important?
• Filling the top of the funnel doesn’t matter
if your users are not sticking around.
• A successful product turns new users into
habitual users by providing value quickly
and often.
• Retention has the potential to impact all
of a customer’s important metrics:
engagement, LTV, payback period, etc.
The average app loses over 80% of
its users within the first 3 days.

7. The 3 Stages of User Retention
First-time user experience (day 1)
• Show value immediately
New user retention (day 2 through 90)
• Drive deeper value often
Later-in-lifecycle marketing (post 90 days)
• Keep it coming!
1 2 3

8. First-Time User Experience
Day 1

9. Personalize Your Onboarding
First-time user experience
Aha! Moment

10. Personalize Your Onboarding
First-time user experience
Welcome screenForm Aha! Moment
Get persona data

11. Personalize Your Onboarding
First-time user experience
Welcome screenForm Aha! MomentGet out of the wayWalkthroughRedirect
Get persona data

12. Personalize Your Onboarding

13. Understand Your Onboarding Funnel
First time user experience

14. Identify Your Onboarding Funnel Drop-offs
mock data
Identify the largest drop-off(s) in
your onboarding funnel

15. Identify Your Onboarding Funnel Drop-offs
mock data
Identify the largest drop-off(s) in
your onboarding funnel

16. Make Sure You Segment!
mock data

17. Be Opinionated About What to Do Next
Kitchen-sink approach Welcome Email

18. Tailored Welcome Emails
Engineer Welcome Marketer Welcome

19. New User Retention
Day 2 - 90

20. Driving Further Adoption
Checklists leverage our bias
to complete tasks
Quora
Broaden feature usage with
targeted triggers
Adroll

21. Make It Contextual!

22. Make It Contextual!

23. Finding Aha! Moments
How do you find your Aha! moment?
Look for behaviors that are different between your retained
and churned users.

24. Use Behavioral Cohort Analysis to Find Aha! Moments
Behavioral Cohort Analysis:
Cohort users based on actions they
have or have not completed.
Example:
Users who set a
daily reminder for
meditation within 1st
week
vs.
Users who did not
set a daily reminder
within 1st week
Define the behavioral cohort:

25. Use Behavioral Cohort Analysis to Find Aha! Moments
Behavioral Cohort Analysis:
Cohort users based on actions they
have or have not completed.
Example:
Users who set a
daily reminder for
meditation within 1st
week
vs.
Users who did not
set a daily reminder
within 1st week
Weekly Retention - New Users, 1st 12 weeks
Reminder set:
3x higher
retention!
Reminder
not set

26. Create Email Bridges for Drop-offs

27. Send Nudges Towards Aha! Moments
✉ Day 2 + Day 30 if no action: Add StatusPage.io activity to team chat
✉ Day 3 + day 45 if no action: Set up metrics
✉ Day 5 + Day 60 if no action: Set up 3rd-party infrastructure component status
✉ Day 12 + Day 75 if no action: Create an incident template
✉ Day 16 + Day 90 if no action: Create a component group to organize page

28. Send Behavioral Drip Emails.
Goal: New users run their first email search in MailCharts
Trigger: Signed up + haven’t performed a search
15 min ✉ Show how easy it is to search with a gif
3 days ✉ Show the value of email search by framing it as new A/B test ideas
7 days ✉ Highlight a cool feature like search by email type
14 days ✉ Provide the results of a sample search and 3 types of insight
30 days ✉ Walkthrough of how to search competitors’ emails
For each major action you’d like users to take, send a series of prompting emails,
using different messaging and persuasion tactics.

29. Later-in-Lifecycle Marketing
Post 90 Days

30. Encourage Additional Value In-App
Feature announcements
HubSpot
Content engagement
Atlassian

31. Don’t Ignore Your Resurrected Users
Resurrected Users: Previously active users who then became inactive for a stretch of time, and have now returned.
You’re
probably
focused here
But don’t
forget these
users!
Image source: jwegan.com
(you probably have a lot of these)

32. What Can You Learn from Your Resurrected Users?
By understanding your resurrected users, you learn:
• How to get resurrected users to become active users again
• How to bring other dormant users back to life!
Improve the ‘resurrected’ experience - Don’t let
them come back to an empty state
Identify triggers of
resurrection
Discouraging...
I’m just going
to close this
app now :(

33. Keep the Motivation Going

34. Celebrate Progress

35. 1 Key Takeaway from Each Stage

36. 1 Key Takeaway from Each Stage
1. Target and analyze your first run experience by
persona
2. Drive users to successive Aha! Moments via
product and email. Find these moments with
behavioral cohort analysis
3. Keep momentum going with motivation and
new value, and never ignore resurrected users
1 2 3

37. Questions?
Product
Analytics
Email