💎 Growth Gems #8 - Gems from "How We Increased Retention By 70%"
Hi there,
Today's gems are mined from a presentation made at the App Promotion Summit by Anja Obermuller (Head of Product Marketing - Training, Adidas Runtastic).
💎#1
Even though the retention metric is what you want to optimize on, it is not tangible enough for optimization. You need a proxy metric that corresponds to an essential activity and that correlates with the retention metric.
08:28
💎#2
Once the team was clear on which was the proxy metric needed to be optimized everyone came up with creative ideas on how to do so.
11:17
💎#3
Launched a "featured workout" coming from a content management system. It is not hardcoded in the app so they can release a new one any time they want (independently from app release).
13:30
💎#4
Launched another dynamic feature called challenges that pushes people to do something like staying active for 2 hours for the next 2 weeks. Worked great during the coronavirus crisis.
15:10
💎#5
They created a "growth squad" with people from UA, CRM, product marketing and campaign management focusing on the same thing: getting users to finish their first activity (proxy metric).
17:00
💎#6
Integrated in-line in-App messages to take over some of the communication within the app and talk to their users a better way. It collapses if no messages but if there is it can deep link anywhere within the app.
17:40
Stay savvy!
⛏️ Sylvain