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Counterpoint: one of the products I’m most fiercely loyal to (Pacifist.app) is an app I very seldom use. I use it to inspect macOS installers before running the
by eyelidlessness 5y ago
Counterpoint: one of the products I’m most fiercely loyal to (Pacifist.app) is an app I very seldom use. I use it to inspect macOS installers before running them. There aren’t many to run, definitely not very often. By usage metrics I’m basically a retention failure, except I keep coming back when I need it.
Don’t measure just for usage metrics. Measure for usage success and satisfaction.
- dredmorbius 5y agoAddiction != value.
- eyelidlessness 5y agoOh yeah, the well known sign of addiction: “seldom use”.
- eliasbagley 5y agoI think he was agreeing with you
- dredmorbius 5y agoHe was.
- eyelidlessness 5y agoApologies for misunderstanding. I can’t edit or remove the comment now unfortunately, but if mods see this I hope they will.
- dredmorbius 5y agoThe won't / can't. Though I believe this subthread is autocollapsed. No harm, I did like your original comment, sympathize with the misunderstanding, and appreciate your apology.
- liamlovski 5y agoThe article covers annual use products or infrequent use products.
- 0xferruccio 5y agoI mention in the section on ideal usage frequency how there are some great products that you’ll use rarely, like a christmas tree!
- Mengkudulangsat 5y agoI had a client who had a usage frequency similar to AirBnB (one or two transactions a year) but then tried to cross-sell meal tickets (one or two transactions a week) because VCs were telling them users were not "using the app enough". The meal ticket experiment turn out to be an expensive mistake - users never used the feature again after the promo period. From a retention perspective they didn't lose anyone, but the blended CAC for that quarter was horrible. In hindsight, I think the practice of comparing retention between companies is doing more harm than good. If your retention rate tells you you are providing a "one-off" service - that's OK. You just have to focus on being a cost-efficient service provider instead of splurging on CAC like everyone else.
- 0xferruccio 5y agoI agree for one off services retention is useless! I think airline sites are a good example of how to make the most out of one-off payments. Cross sell relevant things (like hotels, car rentals and insurance) so you can get more revenue from that one-off experience. There’s even companies like Cartrawler that provide this as a service: https://www.cartrawler.com/ https://www.cartrawler.com/