App-Based Marketing

4. App-Based Marketing

Technology & Tools

Key Concepts

Territorial Marketing

Marketing & Data

Key Concepts

• Introduction

• Nurturing Lead

Digital Out-of-Home (DOOH) Advertising

Use Cases & Applications

Key Concepts

Contenuti

https://blog.popcornmetrics.com/5-user-engagement-metrics-for-growth/

• how User Engagement affects Growth

• the most common User Engagement Metrics, like DAU, WAU, MAU, the DAU/MAU Ratio, Day 1, Day 7, & Day 30 User Retention

• Retention Curves,

• the importance of W1 User Retention

• as well as tripwire metrics and a testing strategy to improve user engagement.

What is user engagement?

User engagement is "when your customer is realising value from your SaaS." More generally you can say "user engagement is when your customer is realising value from your product/service/website/app".

A good way to measure the value customers gain is their use of key User Engagement Actions. If a user is consistently performing key User Engagement Actions it is a good indication of engagement.

Key User Engagement Actions are specific to each product, so you'll need to decide for your own business, but to give you an idea here are a few examples of certain types of User Engagement Actions for some different online businesses:

• Team Collaboration APP: Add Task, Complete Task, Invite Team Members

• A/B Test SaaS App: Create Test, Start Test, End Test, Share Results

• Online Billing APP: Create Invoice, Send Invoice, Receive Payment

• Publish an Event: For our own product our Key User Engagement Action is when users Publish a User Tracking Event.

So if you can measure your User Engagement by tracking User Engagement Actions, and then use that data to test and improve your user engagement, you are on the road to growth.

USER ENGAGEMENT METRIC 1: DAU, WAU, MAU

DAU, WAU, MAU stand for Daily, Weekly, and Monthly Active Users, that is the unique amount of users who are "active" within a given amount of time.

DAU and MAU metrics have been used for years by websites and reflect the most basic way of measuring user engagement.

USER ENGAGEMENT METRIC 2: Stickiness, The DAU/MAU Ratio

Stickiness is generally calculated as the ratio of Daily Active Users to Monthly Active Users. A DAU/MAU ratio of 50% would mean that the average user of your app is using it 15 out of 30 days that month.

USER ENGAGEMENT METRIC 3: D1, D7, D30 User Retention

D1, D7 and D30 retentions are calculated as the percentage of users who are active at any time after 1 day, 7 days and 30 days of signing up or installing your app.

This is often shown in tabular form in tools like Woopra, Mixpanel and KISSmetrics cohorts analysis, but the most useful way to model the data though is as a Retention Curve.

Take a look at the sample Retention Curve shown below. This curve shows the percent of users that remain active after a period of time.

USER ENGAGEMENT METRIC 4: Focus on W1 User Retention

Most new users are lost at the beginning, a short time after signup. For website and web-apps, typically 60-80% of new users are lost within the first week of signup. In mobile it can be 70-80% users lost after the first day.

Brian Balfour (Hubspot) says that 7 day, or "Week 1 Retention (W1)" "has one of the biggest impacts on your retention over time" because improvements that you make in week 1 retention carry through the entire retention curve.

USER ENGAGEMENT METRIC 5: Tripwire Metrics: Using 'Red Flags' to Engage Users

Typically users don't ask for help, and tend to drift away if they don't get value quickly. If you can spot those users and reach out, you may be able to engage them. To help spot users who aren't engaged, you can use Tripwire Metrics to identify users who aren't engaging well and use that data to quickly act to engage them during those vital first 7 days.