![]() ![]() ![]() Using machine learning to predict the best time to book to get the best price, Hopper delivers personalized travel advice, both in-app and through push notifications. ![]() Hopper’s Aha! Momentįor many travelers, Hopper is more than a place to book flights and hotel rooms. The trick is to find a set of actions that are somewhere in the middle: not so inclusive that all users take them (retained and otherwise), but not so specific that only “super-users” complete them. (Figures fabricated in charts below for demonstration purposes.) Therefore, it fails to explain why the majority of retained users are retained. This is a very high intent action - nearly all users who take it are retained - but many of Hopper’s retained users never take this action. On the other hand, we might propose that the Aha! Moment is when a user books a trip and shares a screenshot of their itinerary with a friend. Therefore, making a search is not enough to explain why some users retain and others don’t. While the majority of retained have taken this action, many searchers are not retained. Suppose, for example, that we propose that Hopper’s Aha! Moment is when a user searches for a trip. That way, increasing the proportion of users who reach the Aha! Moment should improve retention.įor a causal relationship between a set of actions and retention to be credible, both conditions listed above must hold. The hope is that there is a causal relationship between reaching the Aha! Moment and being retained. The image to have in mind looks something like this: The majority of retained users took these actions.The majority of users who took these actions are retained.To find a product’s Aha! Moment, one must find a set of actions taken by users that satisfy two conditions: In this way, the proportion of users who reach Aha! Moment acts as a KPI that can be monitored in the short term as a proxy for long-term retention. Once defined, a company can focus on getting as many users as possible to the Aha! Moment. emphasize simplicity over science… about defining a core principle and quotable rally cry for the entire company. Quoted from an article by Benn Stancil, about Facebook’s Aha! Moment article (also linked below): For example, Chamath Palihapitya - former VP of Growth at Facebook - stated in 2013 that Facebook’s Aha! Moment is when a new user reaches “7 friends in 10 days.”Īha! Moments are often simple - even if the factors that drive retention are not.Īnd that’s exactly the point Aha! Moments strip away much of the complexity of what leads some users to be retained and others to churn. Tech marketers refer to the Aha! Moment of a product as the moment users understand a product’s value proposition and are thus likely to be retained. We’ll also speak to Hopper’s Aha! Moment, and what this means for our customers. In this post, we discuss a strategy for identifying what drives retention called the “ Aha! Moment,” and how it can be used to measure and improve retention-oriented campaigns. If you must wait a long time to measure success, it’s nearly impossible to improve quickly and continuously. If we classify a customer as ‘retained’ because they regularly use Hopper over a long period of time, then by definition we’d have to wait a long time to see if new initiatives have an effect on retention. This is especially true in the travel industry, as people typically travel only a few times a year. While most would agree that improving retention is a worthwhile objective, it’s difficult to iterate on projects aimed at improving retention directly, as retention is not observable in the short term. Customers who find Hopper useful and recognize continuous improvements in the app are retained customers who do not are lost. How do you measure Lifetime Retention, without waiting for a lifetime?Įverything we work on at Hopper is aimed at delighting our customers by delivering real and unique value.Īrguably, the best metric we can use to measure our success in achieving this goal isn’t sessions, sales or conversion it’s retention. ![]()
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