Givethemareasontoreturn.
Winning a customer once is expensive. Reasons to return are built, not hoped for.
Four ways this moment breaks.
Nothing remembers the customer
Baskets, settings and history are lost, so every visit starts from zero.
Updates make things worse
A new release slows the product or moves things, and regular users notice first.
No reason to come back
Nothing invites the customer back at a useful moment.
Problems found after customers leave
Without good measurement, you learn about a problem when the numbers have already fallen.
Customers who return cost far less than new ones to win. Keeping the product fast, familiar and useful is what brings them back.
How we find the cause.
Study who returns
We compare customers who come back with those who do not.
Compare visits
We look at what changes between a first and a second visit.
Find the reasons
We identify what brings people back, and what pushes them away.
When it is fixed.
Where we start.
A shopping app was fast at launch, but regular users say it feels slower each month.
- What we would look at
- Speed after each release, on the devices regular users own.
- What we would do
- Set speed limits for key screens, and alert the team when a release breaks them.
- What would change
- The slowdown is caught within a day, not months later.