User Engagement & Retention Strategies

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We have user acquisition strategies in previous article. Here I would like to share information about user engagement models and retention strategies for business growth.

Why WE NEED USER RETENTION

If we lose every customer we acquire, then we will be in a constant race to find new customers just to replace those customers that we lost. That’s a lot of wasted effort, which doesn’t grow our business. Like a hamster on a wheel, we’ll be sweating hard but not going anywhere…

WHY CUSTOMERS LEAVE YOUR BUSINESS/BLOG

  • Not Satisfied (30%)
  • Irrelevant content (25%)
  • Distractions (5%)
  • Tech Issues(Page load time) (20%)
  • Quality of content (8%)
  • User intention is different (10%)
  • Wrongly opened (2%)

ENGAGEMENT LOOPS OF MAJOR COMPANIES

  • Facebook’s newsfeed: bored (motivation), check newsfeed (action), read a post, comment, like, or share, visually confirm action done (feedback), and feel socially active (emotion).
  • Farmville: want to progress in game, buy a seed, plant the seed, water the seed, wait, harvest the plant, get money, and feel accomplishment.
  • Google: seek information, search, go to search results, and feel satiated.

Note*: need one like this In-built Product Engagement Loop.

NEW USER RETENTION

  • Provide WOW Experience at First time.
  • Clear Navigation who help people to find easy way to get their results.
  • Improving Internal Search with 100% or at least 90% accuracy.
  • Align the content based on higher engaged content at first.
  • Little force of Signups with skip button.
  • FAQs for our website to understand the product. Footer content is not enough, its not readable format now.
  • Make strong bond with users & brand positions. Brand should be identify by any visitors.

Existing USERS ENGAGEMENT

  • Email Marketing (DRIPS)
  • Feed & Push Notification
  • Browser Notification
  • Provide Offers for Returning Users.
  • Dynamic & Animated Content.
  • Interactive Content & Videos Integrated through Emails.

Existing User Retention Strategies:

  • GOOGLE ADS & FACEBOOK REMARKETING
  • CROSS CHANNEL ADVERTISING
  • EMAIL MARKETING AUTOMATION
  • PUSH NOTIFICATION
  • BROWSER NOTIFICATION
  • BROWSER Plugins/Extensions
  • Bookmarklets

How CAN YOU RETARGET YOUR AUDIENCE

  • People who visited our website (All audience)
  • People who came to only home page.
  • People who spent more time on category page.
  • People who spent more time on landing page.
  • People who engaged more in particular content.
  • People who viewed specific blog post pages.

EMAIL RE-MARKETING STRATEGIES:

  • Level 1: Initiate with sharing basic information to existing registered Users to make them come back to website.
  • Level 2: Personalized email content based on their website engagement & their GEO and DEMOGRPAHIC
  • Level 3: Drip Campaigns for register users get greeting mail, latest updates and etc..
  • Level 4: Recommended content (similar boards, similar products) who viewed a particular boards or products.

BENEFITS OF CROSS CHANNEL REMARKETING:

  • Make User come to our website again and again.
  • Create remainder for Users.
  • Broad Level of Target Audience Reach.
  • Aligning Users through various channels.
  • It Increases website User Engagement.
  • It helps us to increase the conversion rate.
  • DAU is the major metric in terms of Growth & Retention.

TRACK ENGAGEMENT METRICS:

  • Avg Page views per session.
  • Avg time spent on website.
  • Session Duration
  • Bounce Rate
  • Exit Rate

TRACK RETENTION METRICS:

  • Return Users growth.
  • Frequency & Recency
  • DAU, WAU and MAU
  • Channel-wise Cohort Analysis.
  • Session length of each user.
  • Average number of sessions per user/per day

I believe above points will assist you to increase user engagement and retention for your website. You can share your feedback in the comment section below.

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