Brennan Clark (Growth Marketing Manager at Sago Mini and Toca Boca - apps for kids) gives a rundown on how to build effective retention strategies that take into account different behavior between user segments.
Not every experiment needs to improve retention and you need to look across different metrics to see if it is a net positive for the business. Example: intro offers can increase CVR significantly so you need to assess if this outweighs the decrease in retention.
If you improve your retention by 10% (e.g. 80% → 90%) you double what you can pay if you're buying over a 4 year LTV.
During onboarding, give the user the tools they need to get the most of your app and quickly.
Understand granular KPIs so you can build ad campaigns and in-app experiences for specific segments. Example: ads on channel B (with shorter avg. retention) is a text ad, then show videos during app on-boarding to convey the same message as channel A users (with longer avg. retention) are receiving.
Personalization for push notifications increases open rates by 3x (Leanplum stats). Example: sports app where you have to select your favorite teams, etc.
Not every experiment needs to improve retention and you need to look across different metrics to see if it is a net positive for the business. Example: intro offers can increase CVR significantly so you need to assess if this outweighs the decrease in retention.
If you improve your retention by 10% (e.g. 80% → 90%) you double what you can pay if you're buying over a 4 year LTV.
During onboarding, give the user the tools they need to get the most of your app and quickly.
Understand granular KPIs so you can build ad campaigns and in-app experiences for specific segments. Example: ads on channel B (with shorter avg. retention) is a text ad, then show videos during app on-boarding to convey the same message as channel A users (with longer avg. retention) are receiving.
Personalization for push notifications increases open rates by 3x (Leanplum stats). Example: sports app where you have to select your favorite teams, etc.
Not every experiment needs to improve retention and you need to look across different metrics to see if it is a net positive for the business. Example: intro offers can increase CVR significantly so you need to assess if this outweighs the decrease in retention.
If you improve your retention by 10% (e.g. 80% → 90%) you double what you can pay if you're buying over a 4 year LTV.
During onboarding, give the user the tools they need to get the most of your app and quickly.
Understand granular KPIs so you can build ad campaigns and in-app experiences for specific segments. Example: ads on channel B (with shorter avg. retention) is a text ad, then show videos during app on-boarding to convey the same message as channel A users (with longer avg. retention) are receiving.
Personalization for push notifications increases open rates by 3x (Leanplum stats). Example: sports app where you have to select your favorite teams, etc.
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Sago Mini (for 3 to 5 year olds) and Toca Boca (for 6 to 8 year olds) have released 75 apps for kids and total 320 million downloads.
Subscription vs. Ads: two very different models when it comes to retention.
Ad revenue model
Revenue can come from a few power users.
Subscription model
Even the person that likes Netflix the most has a Max 12M LTV of $120.
[💎@05:08] Not every experiment needs to improve retention and you need to look across different metrics to see if it is a net positive for the business. Example: intro offers can increase CVR significantly so you need to assess if this outweighs the decrease in retention.
Retention defines which app tier your app is in.
A 10% difference in retention changes your business.
[💎@07:32] If you improve your retention by 10% (e.g. 80% → 90%) you double what you can pay if you're buying over a 4 year LTV.
Usually when people talk about retention they are talking about improving lower funnel features, etc. But there is a lot that can be done top of funnel.
→ Identify areas where you can increase personalization, A/B test and measure lift in retention.
Your marketing automation programs should give you motion sickness
Your marketing automation programs should be quite complex according to your segmentation/channels and you should invest a lot of time in them.
Sago Mini (for 3 to 5 year olds) and Toca Boca (for 6 to 8 year olds) have released 75 apps for kids and total 320 million downloads.
Subscription vs. Ads: two very different models when it comes to retention.
Ad revenue model
Revenue can come from a few power users.
Subscription model
Even the person that likes Netflix the most has a Max 12M LTV of $120.
[💎@05:08] Not every experiment needs to improve retention and you need to look across different metrics to see if it is a net positive for the business. Example: intro offers can increase CVR significantly so you need to assess if this outweighs the decrease in retention.
Retention defines which app tier your app is in.
A 10% difference in retention changes your business.
[💎@07:32] If you improve your retention by 10% (e.g. 80% → 90%) you double what you can pay if you're buying over a 4 year LTV.
Usually when people talk about retention they are talking about improving lower funnel features, etc. But there is a lot that can be done top of funnel.
→ Identify areas where you can increase personalization, A/B test and measure lift in retention.
Your marketing automation programs should give you motion sickness
Your marketing automation programs should be quite complex according to your segmentation/channels and you should invest a lot of time in them.
Sago Mini (for 3 to 5 year olds) and Toca Boca (for 6 to 8 year olds) have released 75 apps for kids and total 320 million downloads.
Subscription vs. Ads: two very different models when it comes to retention.
Ad revenue model
Revenue can come from a few power users.
Subscription model
Even the person that likes Netflix the most has a Max 12M LTV of $120.
[💎@05:08] Not every experiment needs to improve retention and you need to look across different metrics to see if it is a net positive for the business. Example: intro offers can increase CVR significantly so you need to assess if this outweighs the decrease in retention.
Retention defines which app tier your app is in.
A 10% difference in retention changes your business.
[💎@07:32] If you improve your retention by 10% (e.g. 80% → 90%) you double what you can pay if you're buying over a 4 year LTV.
Usually when people talk about retention they are talking about improving lower funnel features, etc. But there is a lot that can be done top of funnel.
→ Identify areas where you can increase personalization, A/B test and measure lift in retention.
Your marketing automation programs should give you motion sickness
Your marketing automation programs should be quite complex according to your segmentation/channels and you should invest a lot of time in them.
