While retention is a binary measurement, 1 or 0, engagement is a spectrum about the depth of engagement.
An engaged user is an activated user that is using the product within the natural frequency that we’ve set. The habit with the product has been established.
There’s Activation, Engagement, Resurrection — start by defining engagement, then we can think about the others.
Your engagement will depend on the habit loop: trigger or cue, action or routine, reward.
Sample organic habit loops:
I’m bored | Visit Pinterest and pin/save something | Found something about my interests | |
---|---|---|---|
Zoom | Need to meet someone who isn’t physically here | Host a meeting on Zoom | High quality audio/video, time saved, money saved |
Blue Bottle Coffee | Want high quality coffee at home | Order Blue Bottle Coffee | Premium tasting coffee at home. |
In our loop:
There are loop triggers that are created by your product. Starts with a manufactured cue that we push to the user (i.e., email, push notification, etc.)
For example:
Examples of 5 types of manufactured triggers