Dans cette vidéo, Julien le Coupanec analyse le cas de la rétention dans les business B2C (Business to Consumer) en 3 points. 1) Pourquoi et comment la rétention et le product market fit sont en relation 2) Les hacks utilisés par les startups B2C pour favoriser la rétention 3) Les hacks de rétention que nous pourrions utiliser nous-mêmes. La vidéo : https://www.youtube.com/watch?v=uxAsWKQJnww Par Julien Le Coupanec, Growth Hacker chez TheFamily - http://twitter.com/@lecoupa At TheFamily, we believe that anyone can become a great entrepreneur. Find more info here: http://www.thefamily.co/

1. KEEP THEM JAIL THEM
B2C CASE STUDIES

2. THE TALK PLAN
#1. Why Retention and PMF are deeply linked.
#2. Hacks used by B2C startups to foster retention.
#3. Retention hacks we may use ourselves.

3. RETENTION VS ENGAGEMENT

4. #1
WHY RETENTION AND
PRODUCT MAKET FIT
ARE DEEPLY LINKED

7. SNAPSHAT HAD THE TRIFECTA
#1. Non-Trivial Top Line Growth (Snapchat - 200K
downloads)
#2. Retention (50% of downloads were active Daily)
#3. Meaningful Usage (The users just weren’t coming back
daily, but there were taking a meaningful action - sending 10
pictures a day on average)

9. LISTEN TO THE SIGNALS
YOUR CUSTOMERS ARE GIVING YOU

10. IT’S IMPORTANT TO MEASURE YOUR
RETENTION AT SPECIFIC INTERVALS
(DEPENDING ON YOUR PRODUCT)

11. quintgrowth.com/growthmodel.html

12. CARE IS EVERYTHING
A SIMPLE FORMULA TO IMPROVE CANCELATION RATE
[cancelation or retention rate]
=
[product utility] + [service quality] + [acceptable price]

13. ABOUT USER ONBOARDING
ONE OF THE MOST IMPORTANT RETENTION THINGS
Onboarding is the process of getting a new user to
a must have experience, and a set of best practices
to get them active. Good onboarding involves a mix of
selling, educating and using your product.

14. #2
HACKS USED BY
B2C STARTUPS
TO FOSTER RETENTION

15. HACK #1 - THE HOOK MODEL
HOW TO BUILD HABIT-FORMING PRODUCTS

16. HOW PINTEREST.COM
USES THE HOOK MODEL TO FOSTER RETENTION
TRIGGER
Images
and videos
ACTION
Browser
extension to
easily pin
REWARD
Ability/motivation
to curate
different things
in your board
INVESTMENT
Suggestion to
follow similar
board and come
back to the site.
REPEAT AND HABIT

17. HACK #2 - IT IS EASIER TO BUILD ON A
STRENGTH THAN IT IS TO IMPROVE A
WEAKNESS

18. HACK #3 - THE REWARD RETENTION
ENCOURAGE PEOPLE TO DO SOMETHING
TO GET SOMETHING

19. HACK #4 - THE ASKING OPTIMIZING RETENTION
IF PEOPLE ARE CANCELING OR DO NOT COME BACK,
ASK THEM BY EMAIL (FROM THE FOUNDER)

20. INTERVIEW YOUR EXISTING USERS
(BOTH ACTIVE AND DORMANT)
(HACK THE RESPONSE RATE WITH AN AMAZON REWARD)

21. HACK #5 - THE CUSTOMIZED NEWSLETTER
WHEN YOU KNOW WHAT PEOPLE LIKE, FIND
LOOPS TO TAKE BENEFIT FROM THAT.

22. HACK #6 - THE GAMIFICATION
THE CODESCHOOL EXAMPLE

23. HACK #7 - THE PROGRESSION FEELING
CREATE THE FEELING THAT LEAVING WILL BE
ALL FOR NOTHING.

24. HACK #8 - THE INVALUABLE DATABASE
WHEN PEOPLE HAVE A LOT OF CONTENT
WITHIN YOUR PRODUCT.

25. HACK #9 - EVERY MOMENT IS AN
OCCASION
THE HAPPY BUFFER BIRTHDAY

26. HACK #10 - CONTENT MARKETING
WHO SAYS IT WAS ONLY FOR ACQUISITION?

27. HACK #11 - BUILD STRONG CONNECTIONS
RELY ON THE CONNECTIONS YOUR USERS
ALREADY HAVE

28. HACK #12 - RETARGETING IS POWERFUL
SOMETIMES YOU HAVE TO KNOCK A SECOND
TIME TO OPEN THE DOOR

29. HACK #13 - MAKE THEM VIP
HOW DRIBBBLE USES AN INVITATION SYSTEM
TO DRIVE ENGAGEMENT

30. HACK #14 - BE CONSISTENT WITH YOUR USER MAILBOX
DELIVER CONTENT FROM YOUR INDUSTRY/PRODUCT ON
A DAILY, WEEKLY, OR MONTHLY BASIS.

31. HACK #15 - GRIND, SPAM OR PAY
TACTICS, ZINGA USE FOR RETENTION
AND MONETIZATION.

32. #3
RETENTION HACKS
WE MAY USE OURSELVES

33. SAVE MOST FAVORITE CAR BRANDS
FOR A USER AND SEND A CUSTOM
EMAIL FOR BIRTHDAY

34. DURING CHRISTMAS, EASTER OR
THANKSGIVING, SEND A
NOTIFICATION WITH MIXPANEL TO
INACTIVE USERS

35. EYE-CATCHY NOTIFICATIONS, AT
SPECIFIC MOMENTS, TO GUIDE FLUO
USERS TO FINANCIAL SAVINGS.

36. RETAINING PEOPLE INSIDE A VIP GROUP
ON FACEBOOK AND LINKEDIN

37. EVERYONE IN YOUR COMPANY
NEEDS TO DO CUSTOMER SUPPORT

38. DON’T TREAT
ALL YOUR CUSTOMERS AS EQUAL.

39. IN A NUTSHELL,
DON’T BE ACQUISITION FOCUSED

40. IT CAN COSTS 7 TIMES MORE
TO ACQUIRE ONE NEW CUSTOMER THAN IT DOES
TO RETAIN ONE

41. THANK YOU
QUESTIONS?