User Retention Audit

Retention is a measure of how often someone comes back and uses your app after they first sign up. Here is a quick framework to measure and improve user retention. I’ve distilled everything I know about improving retention into 9 YES/NO questions.

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Speak to people before they stop using your product

Aim to speak to people who stop using your product so that you can understand what happened. Why did they decide to cancel their subscription? The easiest way to get started is to reach out to the people who churn out of your billing system. It’s important to know if they couldn’t use the product, […]

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Why do people use it?

At the moment, I’m trying to understand what the different use case are for a product I’m working on. This is by far the messiest part of growing a product. The tricky bit is finding the right level of abstraction. What are we even talking about when we talk about use cases or jobs-to-be-done, or […]

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How do you define a dormant user?

Dormancy is based on inactivity around your core action for a set period of time. The time interval will be specific to the natural frequency of the problem your product helps people solve. Let’s say I run a publishing app that caters to people who publish content on a weekly basis. If a user stops […]

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User Retention Audit

user retention

Here is a quick framework to measure and improve user retention. I’ve distilled everything I know about improving retention into 9 YES/NO questions. Go through the questions below and score your product by answering the yes/no questions. For the ones you answer no to, the link will explain how to think about improving that aspect […]

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Do you know why people say they leave?

When people stop using a product it’s important that I understand if it’s because they couldn’t use the product, if they didn’t like it, or if I’m dealing with happy churn.  One way to gather this data is to survey people when you cancel their account. The trouble with exit surveys is they don’t account […]

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Have you mapped out the number of times each person performed your core action last month?

superusers

When I begin working with a product my primary focus is to understand how the core value proposition translates to specific actions in the product. I try and map out all the steps that lead to people becoming a habitual user. Once this initial phase of work is complete the next step is to figure […]

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Segment your data by user intent

Let’s say you have a food delivery app. One use case is ordering lunch at work, another common use case is young couples ordering dinner at home, a third one is ordering food for a dinner party. The time of day and the order size give you enough to bucket most people fall into one […]

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Have you segmented your retention curve by the different types of users in your app?

If you’ve plotted a retention curve and you know how many people continue to use your product six months after they sign up then the next step is segmentation. Segmentation means looking at subsets of different types of users. Let’s say, on average 40% of people who signup continue to use your product six months […]

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How many people continue to use your product six months after they sign up?

Before you can begin measuring the number of people who use your app you have to define what “using your app” means. Meaningful usage implies that people are using your product to solve the problem they signed up to deal with. Meaningful usage for Airbnb would be booking a night. For WhatsApp, it’s sending a […]

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