Mention NPS Process : Reduce Churn & Increase Customer Happiness
Harnessing Data to Reduce User Churn
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Transcript of Harnessing Data to Reduce User Churn
© 2016 Apteligent • www.apteligent.com
Harnessing Data to Reduce User Churn • January 2017
© 2016 Apteligent • www.apteligent.com
Agenda
Where is this data coming from?
How Crashes Impact Churn
mCommerce Example
Andrew LevyCo-Founder & Chief Strategy [email protected]@andrewmlevy
© 2016 Apteligent • www.apteligent.com
About Apteligent
Data Generated from Tens of Thousands of Apps
Userflow Failure Network Services Error Crashes Slow apps
Apteligent Data Platform
© 2016 Apteligent • www.apteligent.com
About Apteligent
Data Generated from Tens of Thousands of Apps
Transaction Failure Network Services Error Crashes Slow apps
Apteligent Data Platform Optimize Business Result
Get Ecosystem Insight
Manage App Lifecycle
• Retention/Churn
• Detect Issues• Determine root
cause• Assess impact
• Prioritize• Manage releases• Monitor vital signs
• Benchmarks and trends
• Carrier QoS
• Device adoption• Bespoke analysis
• Engagement• Monetization• Data ingestion
• Correlation• Prediction• Recommendation
© 2016 Apteligent • www.apteligent.com
How do you define
Retention?
Rolling Retention
Nth Day Retention
“Hard Churn”
Day-1 Retention: “Did they come back the next day?”
Churn is the inverse of a type of retention (closer to rolling retention)
CohortsApp Loads + Crash onlyThis report did not yet look at “first time users”
© 2016 Apteligent • www.apteligent.com
Relationship Between App Loads and Crashes : Churn
© 2016 Apteligent • www.apteligent.com
Per User Crash Rate
70% OF USERS THAT HAVE A CRASH EXPERIENCE ONE EVERY OTHER TIME THEY LOAD THE APP
© 2016 Apteligent • www.apteligent.com
Poor Performance Drives a Huge Increase in Churn
• Crashes increase churn by as much as 534%
• Users are up to 8x less likely to return the next day after a crash
• Revenue critical App Store categories like Shopping and Finance are very susceptible
© 2016 Apteligent • www.apteligent.com
App Store Categories Behave Differently
Revenue Critical Categories At the Top
Rolling Retention (“hard churn”) Nth Day Retention (“return next day”)
© 2016 Apteligent • www.apteligent.com
Rolling Retention vs N-Day Retention
Crashes Have Immediate Engagement Impact and Negative Long Term Impact on Churn
© 2016 Apteligent • www.apteligent.com
Example mCommerce Scenario
It is much more expensive to acquire a new user than to retain an existing user, anywhere from 5x to 25x
• Customer acquisition cost is $50 x 600 means $30,000 just to win back another 600• Assume $300 LTV, you just lost $180,000 in future revenue• If you had a goal to gain 300 customers, and you’ve lost 600, you’ve just tripled
your customer acquisition cost to reach that goal
Quickly isolated the issue, spent X hours of an engineers time (and $Y dollars, much less than the numbers outlined above)
A crash just caused your app to lose 600 customers
© 2016 Apteligent • www.apteligent.com
“Don't Let Your Apps Crash & Churn”Questions?
Feel free to contact me:[email protected]