Wondering how to up your ‘Retention’ game? 樂 Here’s Rory Sutherland, Vice Chairman, Ogilvy UK, where he shares his valuable insights with Peggy Anne Salz and John Koetsier, in the podcast series - Retention Masterclass: https://bit.ly/3aYBcAV #Podcast #CustomerRetention

1. EPISODE 6
Brought to you by
Retentio
MASTERCLASS Magic & dark
arts in retention
marketing

2. Optimize from the end backwards
If you haven’t got the end right, everything you do further up
the funnel is correspondingly less effective.
Fix retention before you fix acquisition. Fix conversion before you fix brand advertising.
Otherwise, you’re widening a road just in front of a bottleneck.
Rory Sutherland,
Vice Chairman,
Ogilvy UK

3. Trivial changes make enormous
impact
In A/B testing, you learn that ostensibly trivial changes in
phraseology or presentation have an enormous effect on the
efficacy of your communication.
You A/B or multivariate test messaging and creative because you don’t know what
you don’t know. And because you want to dig up hidden nuggets of value.
Rory Sutherland

4. The more you test, the more
you win
The more things you test, the more extraordinary successes emerge…
people only testing two things will tend to test something boringly
logical, like a price reduction. People that are testing six things will test
something apparently silly, or counter-intuitive, or weird.
Testing the obvious reveals the obvious. Testing the odd opens new windows of opportunity
thanks to the magic of customer psychology, which is often unpredictable.
Rory Sutherland

5. Perception is reality
What people who are trying to be scientific do is they
measure the objective reality, whereas it’s the subjective
experience which is really decisive.
Testing is critical, but even more critical is knowing what to test. And part of what to
test is brand magnetism and the experience of using an app or product…
not just the factual steps.
Rory Sutherland

6. Popsicles… for retention
There are tiny things you can do which brilliantly signify that
you care in an ingenious way, and those things have a
meaning value which is way out of proportion to their cost.
One old hotel in L.A. is #6 on TripAdvisor. Not because it’s incredible, but because
it offers quirky extras that make the brand come alive, like free popsicles at night.
What is your app’s popsicle?
Rory Sutherland

7. For More Insights
On Customer Retention
Subscribe to the Retention Masterclass Podcast