“How many users remained active within a defined time period after signing up?”
Output (Retention) = Inputs(activation, engagement, resurrection)
Mistakes of working outside in
Need to build from the inside out:
Key question: what is the natural usage behavior and pattern of my target audience around the core value of the app?
You need to align nature w/ nurture:
Start by defining use cases (Problem, persona, why, alternative, frequency). TAL at this by using two products as examples: Pinterest and HubSpot.
HubSpot | |||
---|---|---|---|
Problem | What is the problem in the words of a user? | I’m bored and want to see things I’m interested in. | Spend hours on inefficient activities like CRM data entry, manual follow-ups, etc. |
Persona | core audience | ||
Why | Core reason the user chooses our product to solve their problem | Browse pictures around my interest that can’t find anywhere else. | Automate activities to help me close more deals. |
Alternative | What is the alternative to solving their problem? |
NOTE: alternatives are not direct competitors, you are looking for other ways they solve the problem. Use that to inform the frequency. | - Browsing magazines