![]() (2) users who download the app and soon drop off. Look at two different subsets of users: (1) users who are retained/saw value v.s. Since the Aha! moment should be near the top of your funnel, start by figuring out what actions a user takes in your app from first open.įor a Music app, this may include registration, playing a song, searching for an artist, reading the info tab, favoriting a song, etc. Now that you’ve gotten a baseline for retention, it’s time to start figuring out what actions affect those retention rates. To get a benchmark to see how your app stacks up, check the retention rates below: As we saw in the Android retention curves above, these levels of abandonment are quite common. Each successive day has a smaller drop off rate as users settle into the app, but the initial drop off is steep. ![]() Looking at the retention curve, you may notice that ~50% of users are lost after just one day. Using this, we can see how many users who downloaded your app on any given day are retaining over the course of 30 days. The best way to visualize this data is to chart it on a retention curve. Using this data, we easily see the drop off rates and retention over time. The chart above segments users into cohorts by acquisition date, and shows the number of users who retain in a cohort day in the first 10 days. using cohorts, you can isolate these variables to see how well your app is retaining users. If your app is growing rapidly, the number of new signups will mask the dropoff in your DAU/MAU numbers. With a consumer app, a good way to benchmark retention is to break down cohorts by the day they downloaded your app.Ĭohort analyses help you sift through the noise in your app that can be distorted by growth. What acquisition cohorts do is divide users by when they signed up for your product. To do this, we’ll use acquisition cohorts. If we want to figure out how to improve retention using an Aha! moment, we need to start by finding a baseline. Step 1: Find Out What Normal Retention Looks Like Now how do we actually find it? We’ve built on Stancil’s process for finding Aha! moments with an example app and show you step-by-step how to do it. The closer to the top of the funnel, the more we can minimize drop off among new users.Īlright alright. As we can see in the average Android retention curves, the average app has an alarming rate of drop off after just the first day. The Aha! moment should also be specific, measurable, and relatively early in the funnel of a user’s experience. Just like with customer personas, we’re trying to account for the typical user, not every use case. To convert some users may take require further actions, while others need less. It’s simply a value that represents the tipping point for the majority of your users. It’s important to note that this metric isn’t a perfect threshold for all of your users. ![]() Most users that retained took the action(s)Īs you can see in the graphic by Stancil, the Aha! moment is the intersection between users who retained and users who took the actions. Most users who took the action(s) retained Once teams figure out which actions separate users who retain vs those those don’t, they can give retention a huge boost by driving users toward these actions to set them up for success.įor an a indicator to qualify as an Aha! moment, it must properly represent the tipping point for the majority of your users. The Aha! moment is representative of a turning point for users when they realize the value in a product and set themselves up to return. The Aha! moment is “a set of actions that separates customers who find value in your product from those who don’t,” says Benn Stancil of Mode Analytics. It’s an effective focal point for them to concentrate their efforts on. That’s a critical reason why so many growth teams have made it a point to define the Aha! moments for their products. The Aha! moments.įor Chamath, the former growth lead at Facebook, getting users to reach 7 friends in 10 days was the “single sole focus.” Their Aha! moment was critical to the incredible success of Facebook’s growth team, giving the team direction and a single metric to relentlessly pursue. These are the key growth actions that Slack, Facebook, and Dropbox relentlessly pursued.
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