Another chapter from Growth Hacking Secrets of Silicon Valley, this one is on mobile behavior shaping, particularly for the case of dormant users. What happens when you get users and a bunch of them leave after 1-2 uses? That's a dormancy issue. Is it a big problem? Could be. But dormancy isn't always a bad thing. For example, if your mobile app sells jewelry, you can't expect users to check in every day. This deck helps you determine if your dormancy issue is critical, and offers some tips on setting up re-engagement campaigns to get them back in and boost active users by 5-22%. Note - I use the Kahuna Customer Engagement Engine (http://www.usekahuna.com) to set these campaigns up. If you are a Kahuna customer, let me know and I can send you the templates. If not, you should check it out! No easier way to identify and address behavior patterns in real-time.

1. Behavior Shaping – Part VI
Dormant Users
Growth Hacking Secrets of Silicon Valley
Oct, 2013

2. Speaker Intro
• Hypergrowth Navigator @ Tenth
Dimension Design Labs
• 10D Labs - team of growth hackers,
data scientists, marketers, product
designers who assess and improve
organic growth
• 55 products launched, many #1
mobile apps for start-ups and F500
co’s
• Aka “that trail runner guy”

3. Behavior Shaping Overview
• Growth Hacking – UX Design + Marketing + Psychology
• Behavior Shaping – Proactive Customer Evolution
• Let’s Dig In
– Part I: Defining The Proper Cohorts
– Part II: Instrumentation, Analysis, and Msg Tools
– Part III: What Causes “X”? Benchmarking UX, Performance,
Psychology, A/B Testing, and Customer Delight
– Part IV: Best Practices – Onboarding
– Part V: Best Practices – New Users
– Part VI: Best Practices – Dormant Users
– Part VII: Best Practices – Freemium Models and Incentives
– Part IIX: Best Practices – mCommerce/eCommerce
– Part IX: Best Practices – Gaming and Gamification
– Part X: Best Practices – Social Sharing
– Part XI: Best Practices – User-Generated Content
– Part XII: Best Practices – New User Acquisition

4. Part VI: Dormant Users
• Oh, crap…where did
my customers go?
• They were
engaged, but haven’t
returned in 3-28 days*
• Not always a bad thing
– some dormancy to
be expected – let’s get
them back!
* Depending on how you’ve defined your “engaged” cohort.

5. Why Do Customers Go
Dormant? Lots of Reasons…
Got busy
Got what I needed
Lost phone
Found alternative
Fatigue
New app stealing
my attention
I don’t get it
No friends using it
Just wanted to try it once
Slow performance
No longer relevant
Friends stopped using it
Have to pay for it
Got bored with it
Novelty wore off

6. What % of Your Users Are Going
Dormant?
% of Users Going Dormant
After 1-2 Uses
Rocking It – Marketing/sharing
is finding like-minded
customers, onboarding/active
working.
Unsustainable – Cannot sustain organic
growth – stop all mktg until fixed; check
performance, user acquisition
method, onboarding, newbie, time-to-
delight, value prop.
Problematic – Large single-use
base; check performance, user
acquisition method, time-to-
delight, user flow, value prop.
Periodic – Okay for most apps;
set re-engagement campaigns.
100%
80%
60%
40%
20%
0%

7. Re-Engagement Campaigns
• Designed to address recently dormant
customers
– Gets “idle” customers back
– Helps teach customers new uses of app
– Can keep your brand front-of-mind in periods
of low relevancy (ex – not Xmas)
– One of the top 3 campaign types you can run
to boost active users/revenue

8. Best Practice – Email Refresh
• For “Periodic” users, a
refresh/reminder can be
helpful
• Email is a good format
since it reminds them in
a different place/context
than push
• Trigger on change from
“engaged” to “dormant”
• 5-22% boost in
engagement rates

9. Email Refresh Type - Content
• Send reminder of new
content, new
products, new features
• Fab example –
wonderful eye candy of
new products/themes
• Low CTR’s okay – you
are staying fresh in their
minds w/content (may
want to count a “read”
as an engagement)

10. Email Refresh Type – Power
Users
• Show how other users
use your app in new and
creative ways
• Cleverbug example –
Customer of the Week
tells stories
• Can also use to show
how close friend used
app
• Leverage larger-than-
mobile-screen real
estate

11. Email Refresh Type – Pushed
Reviews
• Testimonials and
reviews - remind your
customers that
everyone love you!
• Good tactic if you
want customers to be
“in” on your success
• Also a good way to
get feedback

12. Email Refresh Type – FOMO
• FOMO = “Fear Of
Missing Out”
• Pinterest example –
People are pinning
your stuff
• Top
content/products, co
ntests, limited time
offers, events – all
good

13. Email Refresh Type – Thank You
• “Thank you” are two
of the most powerful
words EVER.
• Another good place
to ask for
feedback/reviews/sh
aring
• Place for personal
note from
CEO/Founder

14. Some Email Tips
Always identify
where e-mail is
coming from and
why it was sent.
(+3%)
Close up of
smiling faces
above the fold.
(+7%)
Friendly subject
line – have fun
with it!
Mobile-friendly
(60%+ will be read
on mobile device).
One-click
unsubscribe and
other best
practices.
Use DMARC if you can.
Lots of links, tag
each one.
Match look and
feel of your app.
(+4%)

15. Analysis of Your Current
Engagement Patterns
Proprietary
Content
Removed

16. Recommendations
Proprietary
Content
Removed

17. Thank You! See You On The
Trails…
Scott@10dlabs.com
@scott_dunlap
Linkedin.com/in/scottdunla
p
atrailrunnersblog.com