Increasing Daily User Engagement in Yelp
Transcript of Increasing Daily User Engagement in Yelp
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YELPER SCORE
Points Earned per activity
Rewards Earned this month - must be used within the month
Total Monthly Score
Cumulative Score creates feeling of attachment & loyalty - potential to do a leaderboard
Ordinary activities based on yelp features other than organic discovery search - used to introduce Yelpers to other features
Includes Visits & time on app to reduce gaming he system
MY YELPER SCOREJUNE
528528
Greyed out when done once this month
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CREATING THE DAILY YELPa gamification and rewards program to
increase daily user engagement
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THE AVERAGE YELPER TODAY
M T W T F S S
primary use: exploration i.e. searching for new restaurants, bars, shopping
• user engagement: around 1x per week, when users have a specific “discovery” need
• users often start on a different search engine & then end up on Yelp through links (inorganic)
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OUR CHALLENGE
Create a loyalty program that inspires current Yelpers to use Yelp on a daily basis.
$focus on engagement (sessions)
not reviews or revenue
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CONSTRAINTSNO significant product changes or feature additions
NO metrics on usage or frequency
LIMITED OPPORTUNITY for exploration & discovery during the average week with current app.
HOW MIGHT WE bring Yelp’s current users into the app more frequently without major product changes or
feature additions?
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UNDERSTANDING THE AVERAGE YELP USER
DEMOGRAPHIC• Age 25 - 40• Urban • 54% earn > 70%K
income• Slightly skewed
women to men• Head of household • Tech savvy, engaged• Trendsetter, on
social media
WHAT THEY VALUE• Discounts/Free Stuff: free
drinks/meals; discounts on pricier services (hair, spa, salon, etc.)
• Convenience: comped delivery; no wait time
• Feeling Special: reservations & priority seating at restaurants; first to check out hottest new places
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UNDERSTANDING THE BEST REWARDS & LOYALTY PROGRAMS
PROVEN• Earn points/currency to redeem
free stuff of your choice (customization)
• Free samples• Bonus days – e.g. 2x rewards• Tiered systems (Star Alliance
Gold; SPG Platinum)• Transparency to track• Surprise & delight elements
(Starbucks discount days)• Core loop understanding
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SOLUTION: WEEKLY CADENCE FEATURE + BOLD BEAT1. Increase discovery opportunities. 2. Increase motivation to use Yelp’s
features beyond search for discovery.
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YELP SECRET MENUCadence feature to create new emotional engagement
around discovery using surprise & delight tactics.
PROVEN BETTER NEW
- discovery- discounts/free stuff- flash sales- recommendations- exclusivity- time pressure with
exploding offer- secret menu
concept
- customization/personalization of discovery
- submitting secret password through search bar
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YELP SECRET MENU
1x/week: Secret Menu
notification with secret code on user’s phone user opens
Yelp
Yelp discovery location, deal, & suggestion pop
up
user claims deal
user gets Yelp points for checking
Secret Menu
user uses deal at restaurant/bar within the
week
user types the secret code into the Yelp search bar
core loop
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YELP SECRET MENU
New customized restaurant based on your search history
1x per week notification of a secret menu code
Recommendation of what to try - the “secret menu”
Must claim offer in time & before first 20 people
Use search bar to enter secret code
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YELPER SCOREBold beat that gamifies engagement beyond exploration.
PROVEN BETTER NEW
- cumulative score- point system- linking rewards to
tiered scores- habit formation with
trigger, specific behavior, and rewards
- opportunity to surprise & delight highest overall scores
-
- transparency of obtaining points
- no explicit change in current behavior for user
- visual display of points- non-pushy marketing
- “rewards for doing what you already do”
- monthly refresh
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YELPER SCORE
1st of month, user gets
notification that Yelper Activities have refreshed
user opens Yelp & goes to Yelper Points
page
user does the activity over the
month
user earns deals & rewards
user uses deals & rewards
user sees all activity that he
can do to obtain points
core loop
user earns points &
increases overall Yelper Score
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YELPER SCORE
Points Earned per activity
Rewards Earned this month - must be used within the month
Total Monthly Score
Cumulative Score creates feeling of attachment & loyalty - potential to do a leaderboard
Ordinary activities based on yelp features other than organic discovery search - used to introduce Yelpers to other features
Includes Visits & time on app to reduce gaming he system
MY YELPER SCOREJUNE
528528
Greyed out when done once this month
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WHY WILL THIS WORK?• Instantiate a more regular engagement flow with new interactive content on weekly &
monthly basis• Weekly through Yelp Secret Menu• Monthly & Daily through Yelper Score
• No dilution of valuable content -i.e. inventing review writing or rating• Premium users (Yelp Elite) retain status & aren’t downgraded
• Rewards in line with what target demographic values (size & content)• Introduction of new features to users is opportunity for more regular organic
interaction• Capitalizing on psychology of small wins & “earned” deals - keep users in the game
longer • Generally standard programs (deals + points) but with a single twist to each (secret
word + monthly refresh)• Transparency in process - user knows how to achieve “wins” • Yelper Score doesn’t require explicit change of normal behavior• Limited financial downside - only X number of rewards possible per month per user
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THANK YOU!
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APPENDIX
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YELPER SCORE
• Make a Reservation• Check in to a Location• Order Delivery• Share Business Information
with a Friend• Search in Each Genre
• food, drink, coffee, delivery, hair, shopping, nail, gym, spa, laundry, etc.
• Use the Map Feature• Use the Nearby Feature• Use the Monocle Feature• Participate in Yelp Secret Menu• Make a Service Appointment• Total Yelp Searches• Daily Visits to App
Potential Measured & Rewarded Activity Opportunities