Case
Study How FeverBee Tripled A Community’s Retention Rates (with scripts, templates, and examples) Here are two statements that seem oxymoronic but actually complement each other:
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NO MATTER WHAT YOU DO, THE MAJORITY OF YOUR MEMBERS WON’T BECOME MORE ENGAGED THAN THEY ARE TODAY IT’S POSSIBLE TO DOUBLE (EVEN TRIPLE) THE RETENTION RATES OF YOUR COMMUNITY MEMBERS
This revealed:
• The company had no capacity for major technical changes.
These are both true because of the huge gap between ‘a majority’ (51%+) and the retention rates most people see in their communities are getting today (5% to 20%).
What We Learned From Our Research The client sold a fairly popular technology product (but wasn’t a SaaS vendor). The company generated in
excess of $750m annual revenue and had a community that had been around for a couple of years before we were invited to help. We spent 5 weeks evaluating the community and interviewed 26 community members and 17 staff, and collected 279 survey responses.
• Members only visited when they had a problem. • Newcomers didn’t find ‘‘any reason’’ to keep coming back. • Newcomers weren’t aware of many of the benefits the community offered.
Member retention was relatively poor with only 2% of newcomers still posting after 3 months, and only 6% still visiting.
Step One
Reducing The Noise We began with small optimisations. We know members hated receiving countless automated messages (especially those from the gamification system), so we stopped almost all of them. Removing automation rules didn’t significantly increase or decrease participation. Lesson: Automation rules don’t seem to increase participation much at all (probably because most people ignore them)
• Superusers felt increasingly ignored. • Members disliked receiving countless notifications.
Richard Millington will be speaking at CLIX, 4-5 April 2022, Memphis, Tennessee
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