Keeping Users Coming Back: 21 Tactics for Better Retention
Once you’ve got users on your site and engaged, the next challenge is getting them to stick around. User retention is all about keeping people coming back to use your product regularly. Sure, having a great product that solves real problems is a big part of it, but it’s not the whole story. Here are some strategies to help make sure your users keep coming back.
1. Funnels
Tracking user behavior is essential. Don’t just rely on log-in stats—they won’t tell you what people do after logging in. Build funnels that show which features are being used, which are ignored, and where people drop off. Make sure your funnels are clear and accurate so you can see what’s working and what isn’t. Knowing exactly how users interact with your product is the first step to boosting retention.
2. Find Your “Aha!” Moment
Twitter found that users who followed 5-10 people right away were more likely to come back. That’s what you need to discover for your product: the “Aha!” moment where users really get the value of what you offer. Dig into your data, ask customers when they had their Aha! moment, and focus on making that experience front and center for new users.
3. Good Old Email
Email newsletters might feel old school, but they’re still one of the most effective ways to stay in touch with your users. A well-crafted email can remind users of new features, share helpful content, or simply keep your product top of mind. Just make sure your emails provide real value, like a useful article or a product update. And don’t be afraid to test different subject lines and send times to see what resonates best.
4. Drip Campaigns
Take email a step further with drip campaigns—automated emails triggered by specific actions. Drip campaigns guide users through your product journey, re-engage them if they’ve dropped off, and can be tailored to different user segments. A good drip campaign can turn a casual user into a loyal customer.
5. Go Beyond the Product
Your product is important, but so are your customers. Think about who they are, what they care about, and what content or experiences could add value to their lives. By creating useful content that connects with your audience, you show that you understand them. Consider creating special features or perks for your most loyal users—this strengthens your relationship and keeps them coming back.
6. Offer Annual Plans
Encouraging users to switch from a monthly to an annual plan is a great way to reduce churn and improve cash flow. People are more likely to commit if there’s an incentive, like a discount or bonus features. Make sure your pricing page highlights how much they’ll save with an annual plan, and send reminders or offers via email as their first month comes to an end.
7. Survey Your Users
Your existing customers are a goldmine of information. Create short, simple surveys (two or three questions max) to ask for their feedback. Find out what’s working, what’s not, and what they’d love to see added. Just don’t overwhelm them—keep it brief and only ask at key moments when they’re engaged with your product.
8. Keep Things Fresh
If your product isn’t evolving, users might lose interest. Regular updates and new features keep things exciting. Use customer feedback to inform these changes and make sure users notice by asking them to try out new features. Offering exclusive access to your most active users can also make them feel valued and engaged.
9. Amazing Customer Support
Great customer support can turn users into lifelong fans. Be responsive, helpful, and personal. If users feel cared for, they’re more likely to stick around. Remember, business is about human connections—show your customers that you value them as individuals, and they’ll keep coming back. Look at Zappos—they’re known for their outstanding customer service.
10. Reach Out to Inactive Users
Don’t assume that inactive users are gone for good. Life happens—sometimes people just forget about your product. A well-timed email or phone call, especially if you’re offering something new, can re-engage them. Ask why they stopped using your product and see if there’s anything you can do to bring them back.
11. Exit Surveys
Not every user will stick around forever, but when someone leaves, it’s a chance to learn. Ask departing users why they’re leaving and what you could do better. You might even win some of them back with a special offer. Even if they don’t return, their feedback will help you improve for the future.
12. Remarketing
Remarketing ads target people who’ve already visited your site but haven’t come back. These ads are cheaper than regular ads and can be tailored to the user’s previous interactions with your site. It’s a subtle reminder that keeps your product top of mind.
13. Build a Community
Creating a space where your users can connect and share ideas is a powerful retention tool. It could be a forum, social group, or event series where users interact with each other and with you. Platforms like inbound.org are great examples of brands creating communities that foster long-term engagement.
14. Gamification
People love competition, rewards, and progress tracking. Incorporating gamification—like points, badges, or leaderboards—can keep users engaged. LinkedIn does this with their endorsement system, which encourages users to interact with one another and stay active on the platform.
15. Show Users You Appreciate Them
Building personal relationships with users, especially in the early stages, can go a long way. A simple, personalized email can make a user feel valued. You can also get creative by sending out small gifts or swag. When users feel appreciated, they’re more likely to stick around.
16. Shout-Outs on Social Media
A little recognition on social media can go a long way. Use Twitter or other platforms to engage with your users, give them a shout-out, or retweet their content. This keeps you on their radar and strengthens the relationship.
17. Show Them Their Progress
People love tracking their progress. If your product allows it, show users how they’re doing with stats, graphs, or reports. Whether it’s LinkedIn showing profile views or a fitness app tracking workouts, people are more likely to stay engaged when they can see how far they’ve come.
18. Side Products
Think beyond your main product. Offering additional tools or services that complement your core offering can help you become an even bigger part of your users’ lives. HubSpot did this by launching Signals, a separate but related tool that ties back into their main platform.
19. Browser Extensions
A browser extension or widget can make it easier for users to interact with your product and integrate it into their daily routine. Buffer’s extension, for example, allows users to share content directly from other websites, making their tool more convenient to use.
20. API Integrations
Integrating your product with other services your customers use can make their lives easier and keep them coming back. Not sure where to start? Ask your users what they’d find helpful and then make sure to list your product on integration platforms like Zapier or IFTTT.
21. Don’t Overpromise
It’s tempting to make big promises to get users to sign up, but don’t promise more than you can deliver. Set realistic expectations, and when you do roll out that amazing new feature, users will be pleasantly surprised rather than disappointed. Keeping expectations in check helps build trust and long-term loyalty.