Customer Retention is extremely important for any online business, though is often overlook. Learn how to increase your customer retention rate (and reduce churn) with these tips and tricks.

1. CUSTOMER
RETENTION
OR
WHY YOUR
DOG
MONEY
WOULD MAKE MORE
THAN YOUVERO

2. DOGS COST
MONEY
GROOMING FOOD HEALTH

3. THEY
CERTAINLY
DON’T
MAKE
MONEY

4. YET...you’d never, ever LEAVE them,
would you?
BUT YOU’D
NEVER LEAVE THEM

5. IMAGINEIF YOUR ONLINE BUSINESS WAS AS
LOVED AS YOUR DOG

6. RETENTION
...AND YOUR CUSTOMERS
DIDN’T LEAVE. THIS IS CALLED

7. $0
$5,750,000
$11,500,000
$17,250,000
$23,000,000
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35
20% churn - your business
5% churn - your dog
Customer retention affects
revenue DRAMATICALLY
$22M / year VS. $16M / year

8. EQUALSLOYALTY
CUSTOMER RETENTION

9. SO HOW DO YOU IMPROVE
RETENTION?

10. But how do you build loyalty?
Two things influence loyalty.
1. Behaviour
2. Attitude
1
KNOW WHAT
LOYALTY LOOKS LIKE
AKA: TRACK EVERYTHING

11. KNOW YOUR CUSTOMERS’
THOUGHTS BEFORE THEY DO
TRACK USER
FLOWS
TRACK
CLICKS
ASK
QUESTIONS

12. IF A CUSTOMER MOVES
FROM LOYAL TO NOT LOYAL
PULL THEM BACK

13. ENGAGED
EMAIL IS A
GREAT TOOL TO
KEEP YOUR CUSTOMERS

14. Remind your customers you exist. Useful reports like this from UserVoice...

15. ...or this daily update from Quibb are extremely effective.

16. Send them regularly or when customers change their behavior.

17. Build emails around your core building block, e.g. profiles.

18. Gaming the system
Customers with multiple free trials, using coupon codes, etc.
Exporting data
Why are customers all of a sudden taking data elsewhere?
Credit cards expiring
Not renewing credit cards after they expire.
SOME OBVIOUS SIGNS OF A LACK OF
ENGAGEMENT:

19. RJMetrics
http://blog.rjmetrics.com/ecommerce-churn-rate/
Lincoln Murphy
http://sixteenventures.com/saas-churn-threats
David Skok
http://www.forentrepreneurs.com/why-churn-is-
critical-in-saas/
Totango
http://blog.totango.com/2011/10/3-ways-to-do-cohort-
analysis-on-saas-churn/
LEARN TO CALCULATE YOUR RETENTION
RATE / CHURN:

20. 2
EARN YOUR
CUSTOMERS’ TRUST
AKA: SHARE, SHARE, SHARE!

21. TRUST IS DIFFICULT
TO PIN DOWN

22. COMMUNITY
BUILD A

23. Some ideas:
- Phone calls.
- Surveys.
- Blogging.
- Slideshows, etc.
SLIDESHOWS
VIDEOS
BLOG POSTS
EBOOKS
SHARE!

24. SHARED
EXPERIENCES
BUILD LOYALTY

25. Great companies, like SEOMoz, build great communities by sharing.

26. Inbound.org is a great example of how to build trust.

27. Email is your friend! Net-a-porter educate via “The Edit”. Full image link.
Digital magazine =
fashion education

28. KISSmetrics share blog posts constantly: they post every day.
This is what
blogging is about!

29. ...they share different formats too.
Re-share content for IMPACT

30. Sharing your knowledge works. All the cool kids are doing it, like Wistia...
Fun, AND it works!

31. ...and Help Scout. So why aren’t you?

32. PERSONAL
EMAIL IS

33. 0%
25%
50%
75%
100%
Email Facebook SMS Twitter
% PEOPLE THAT USE EACH MEDIUM DAILY
WE HAVE A
WINNER!
90%+

34. EVERYONEHAS EMAIL

35. Plus, it’s PROactive
not PASSIVE

36. ENGAGED
TRUST
KEEP YOUR CUSTOMERS
AND BUILD

37. AND YOUR CUSTOMERS
WILL LOVE YOU LIKE
THEY LOVE THEIR DOGS!

38. WANT TO REDUCE
YOUR CHURN?
VERO

39. EMBRACE
LIFECYCLE EMAIL!
VERO

40. LEARN HOW
GET OUR FREE 30 DAY COURSE ON
HOW TO SEND LIFECYCLE EMAILS.
DELIVERED VIA SEVEN EMAILS, OPT-OUT ANY TIME.
CLICK IT
Learn to send better emails

41. WANT *EVEN* MORE?
SUBSCRIBE TO OUR BLOG, FULL OF
EMAIL MARKETING HACKS
Subscribe to our blog

42. PS - SHARE THIS
PRESENTATION IF YOU
FOUND IT USEFUL :)
...OR FOLLOW ME ON TWITTER
@CHEXTON