retention-engagement

Compare original and translation side by side

🇺🇸

Original

English

🇨🇳

Translation

Chinese

Retention & Engagement

用户留存与参与度

Help the user improve retention and engagement using frameworks from 29 product leaders.

帮助用户借助29位产品行业领导者提出的框架提升留存率和用户参与度。

How to Help

如何提供帮助

When the user asks for help with retention:

Understand the retention curve - Ask about their current retention shape and where drop-off occurs
Identify the aha moment - Help them define what first experience of value looks like for their users
Assess habit formation - Determine if they're building for habitual vs. occasional use
Design retention loops - Create mechanisms that compound user value over time

当用户寻求留存相关帮助时：

了解留存曲线 - 询问他们当前的留存曲线形态以及用户流失发生的节点
明确Aha Moment - 帮助他们定义用户首次体验到产品价值的场景
评估习惯养成机制 - 判断他们的产品是针对用户的习惯性使用还是偶尔使用打造的
设计留存循环 - 创建能随着时间推移持续为用户创造复合价值的机制

Core Principles

核心原则

Retention is gold for subscription businesses

留存是订阅制业务的命脉

Albert Cheng: "User retention is gold for consumer subscription companies. If you don't retain your users, then a lot of the onus is on getting them to pay on day one." Retention reduces pressure for immediate monetization and is the primary driver of subscription success.

Albert Cheng：“对于消费类订阅公司而言，用户留存至关重要。如果无法留住用户，那么很大一部分压力就会集中在首日付费转化上。” 留存能够降低即时变现的压力，是订阅制业务成功的核心驱动力。

Products should get better with use

产品应越用越好

Sarah Tavel: "The test for me, of whether you're building a product that has the ingredients to create a retentive product on a micro level, just at the user level, is that the product should get better the more you use it, and you'll have more to lose by leaving it." True retention is built when a product creates accruing benefits and mounting loss over time.

Sarah Tavel：“对我而言，判断一款产品是否具备打造高留存产品的微观层面要素，就是看用户使用得越多，产品是否能为其带来更多价值，以及用户离开时是否会损失更多。” 真正的留存源于产品能随着时间推移为用户积累更多收益，同时让用户离开的成本越来越高。

Daily return is the biggest problem to solve

次日留存是最关键的待解难题

Jackson Shuttleworth: "What Duolingo really focuses on is, how do we help users build habits around language learning? Getting user come back the next day is the biggest problem to solve." For habit-forming products, next-day return is the most critical metric to optimize.

Jackson Shuttleworth：“Duolingo真正关注的是，如何帮助用户养成语言学习的习惯？让用户次日再次回归是我们需要解决的最大难题。” 对于培养用户使用习惯的产品而言，次日留存是最需要优化的关键指标。

Onboarding is the highest-leverage retention investment

优化新用户引导是提升留存的高杠杆投入

Kristen Berman: "I've consistently seen that improving onboarding is one of the highest leverage opportunities for both signup conversion and increasing long term retention. Getting people to your aha moment more quickly and reliably is so incredibly important." Accelerating time to value in onboarding compounds across the entire user lifecycle.

Kristen Berman：“我一直发现，优化新用户引导是提升注册转化率和长期留存率的最高杠杆机会之一。让用户更快、更稳定地到达Aha Moment至关重要。” 在新用户引导阶段缩短用户感知价值的时间，能在整个用户生命周期中产生复利效应。

Define your aha moment with data

用数据定义你的Aha Moment

Hila Qu: "I think [the aha moment] as a moment, as a first time a user experienced value of your product... At GitLab we actually did a bunch of analysis. We ended up have something along the line of two users, two features used in the first 14 days." The aha moment should be defined by data correlation with retention, often involving multi-user or multi-feature milestones.

Hila Qu：“我认为Aha Moment是用户首次体验到产品价值的瞬间……在GitLab，我们开展了大量分析，最终得出的结论是用户在最初14天内邀请两位用户、使用两项功能。” Aha Moment需要通过与留存率相关的数据来定义，通常涉及多用户或多功能使用的里程碑。

Create mounting loss

打造“沉没成本”

Products that retain well make users feel they have more to lose by leaving. This could be data, customization, social connections, or accumulated history.

高留存产品会让用户觉得离开会损失很多，这可能包括数据、个性化设置、社交关系或是积累的使用历史。

Focus on the core loop

聚焦核心循环

Great retention comes from a core product loop that delivers value repeatedly, not from notifications or gamification layered on top of a weak product.

出色的留存源于能持续传递价值的产品核心循环，而非在薄弱的产品基础上叠加通知或游戏化机制。

Questions to Help Users

用于引导用户的问题

"Where in your funnel are you losing the most users? First session? First week? First month?"
"What specific action, when completed, correlates most strongly with long-term retention?"
"What do retained users have that churned users are missing?"
"How does your product get better the more someone uses it?"
"What would a user lose if they stopped using your product today?"
"How quickly do new users reach your aha moment?"

“你的转化漏斗中哪个环节流失的用户最多？首次使用会话？第一周？第一个月？”
“用户完成哪项特定操作后，与长期留存的相关性最强？”
“留存用户具备哪些流失用户所没有的特征或行为？”
“你的产品如何做到让用户越用越好？”
“如果用户现在停止使用你的产品，他们会失去什么？”
“新用户需要多久才能到达你的Aha Moment？”

Common Mistakes to Flag

需要指出的常见误区

Notification spam - Trying to drive retention through more notifications rather than better product
Undefined aha moment - Not knowing what experience correlates with retention
Slow time to value - Complex onboarding that delays the first moment of user value
No mounting loss - Products that don't accumulate user-specific value over time
Optimizing activation over retention - Focusing on getting users in without ensuring they stay

通知轰炸 - 试图通过发送更多通知而非优化产品来提升留存
未明确Aha Moment - 不清楚哪种用户体验与留存率相关
价值感知延迟 - 复杂的新用户引导流程推迟了用户首次感知产品价值的时间
无“沉没成本” - 产品无法随着时间推移为用户积累专属价值
重激活轻留存 - 只关注用户注册转化，却不确保用户能够留存

Deep Dive

深入研究

For all 47 insights from 29 guests, see

references/guest-insights.md

如需获取来自29位嘉宾的全部47条洞见，请查看

references/guest-insights.md