How to focus on User Retention when using SCRM
- iclick
- 2022-12-28
I believe companies and brands both have to face the user retention.
For WeChat Official Account, as long as without unsubscribing that is equal to users be reserved.
But many marketers will say that there are many inactive followers in the official account, though they are not unsubscribe, but they are not interactive. Therefore, in the actual level, the meaning of retention is different for each companies, for example:
- For B2B, user retention means followers visited the website and downloaded the white paper(or form submission) within 2 weeks;
- For B2C, if the followers link to Mini Program several times in a month, registered as a member or ordered;
The awful retention rate reflects in the extreme performance of WeChat Official Account, which is the follower to unsubscribe immediately after they just followed your account.
Another kind of invisible bad retention rate is that no matter what you do, your followers don’t respond.
SCRM can help you segment audiences who have engagement.
What marketers need to know is that – when you face the issue of User Retention, you’d better have a useful tool in hand or a technical team could support you.
The retention of new followers shown in the above figure is not a good performance. Most new followers do not take any action the next day after their first-time follow.
If you haven’t got suitable tools for retention analysis or get technical support, I’d suggest that you can change to focus on the analysis of conversion, because the active audience can be easily defined and captured in SCRM.
By designing your conversion funnel, you can see the loss ratio of each step. Although you can’t know who they are, you can improve your marketing journey based on conversion rate, such as reducing one click or replacing text messages with pictures to increase the conversion of followers.
