Cómo medir activación y engagement de usuarios

How to maximize user retention?

Understanding user retention is essential for any professional involved in product development, from designers and engineers to product managers and founders. Retention is a critical metric that reflects the effectiveness of fundamental aspects such as user activation, engagement and resurrection. Good retention is not only a sign of success, it details user engagement and the ongoing value the product delivers. So, before we dive into advanced strategies, it's vital to make sure we have a good understanding of the fundamentals of retention.

What is retention as a measure of success?

Retention is the end result of keeping users active and engaged over the long term. It's about making sure that users don't just visit your platform once, but keep coming back and using your services on an ongoing basis.

• Activation: Involves the first user interactions to reach a minimum level of productive use.
• Engagement: Measures the level of participation and regularity with which the user connects to the services.
• Resurrection: Responsible for bringing back users who have been inactive for an extended period of time.

These metrics are intertwined to provide a comprehensive view of user behavior. Therefore, we must detail how they impact the overall performance of our product.

How do retention strategies differ by company size?

The size and scope of a company influences its retention strategies.

1. Growth or early stage companies:

   • These organizations tend to focus on perfecting a single product.
   • The user lifecycle is more linear, focused on improving the core product before considering new product adoption.

2. Large corporations with multiple products:

   • Examples such as Amazon or Apple have multiple interconnected products.
   • The strategy focuses on the adoption (cross-selling) of new products within the ecosystem.
   • Each team deals with the acquisition and retention of their products, taking into account revenue opportunities through other products in the ecosystem.

For example, in the Apple ecosystem, the user experience is intensified by integrating multiple devices. It starts with an iPhone, and as the user becomes accustomed to the device, they discover additional value in other products such as the Mac or Apple Watch.

When to consider cross-selling?

Cross-selling refers to promoting additional products to existing users once they are already engaged with the core product. This approach should not be implemented prematurely. The ideal recommendation is to ensure that the user has fully embraced the core product before introducing them to more options.

• Take the case of acquiring Amazon Prime for priority deliveries. Once the user is comfortable using this, they can be encouraged to use Prime Video or Prime Music.
• The key is to make sure the user experience is seamless and beneficial across the full range of products.

Through this clear vision of retention and cross-selling, you can generate an ecosystem of interconnected products that not only improves the user's life, but also has a significant impact on the sustainability of the business. By focusing on these strategies, you can create user habits that strengthen your product's authority in the marketplace. Don't discourage your efforts! Continue to deepen your knowledge of user retention to maximize the value of your product.