or jump to THE NOTES
<aside> 💎 #1: The traditional "linear" AIDA flow (Awareness → Interest → Desire → Action) is no longer valid. A more realistic journey takes into account the fact that users can go through several different stages, in different order: lapsed users, infrequent users or power users. Example. @09:28
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<aside> 💎 #2: Fostering a stable relationship irrespective of the customer stage or journey is the key. @14:26
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<aside> 💎 #3: Karan suggests a way to think across all lifecycle stages, which requires both the right marketing automation tools and data points: see here. @16:24
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<aside> 💎 #4: Know your customers and what kind of information/assistance they need. Irrespective of the lifecycle stage a user is at, make sure you have both clear expectations and clear data points that show:
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<aside> 💎 #5: Feedback and reviews is critical, and should not be limited to when the user has lapsed. Users that start interacting with an app have a high motivation and some strong ideas about what's working and what's not, which can be very valuable (and allow you to keep your power users). @18:46
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<aside> 💎 #6: Hitting "impulse" users with a paywall (including free trial) might work very well for you, but you might also want to design a slower approach for all the users that drop off (so you can hit them with the paywall later, after they've experienced the core value of the app). @21:10
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<aside> 💎 #7: Try to find daily habits to which you can attach your app in order to increase daily usage. Example: music when working out, music when cooking, etc. @22:10
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<aside> 💎 #8: Associate the sounds to feelings and leverage it. Example: Duolingo uses the same sound for their notifications as the sound you get when answering correctly in order to trigger a positive reaction. @23:50
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<aside> 💎 #9: Asking users for their commitment goal (e.g. usage per day) can be leveraged to then get the most ambitious users back in the app more aggressively through communications. Example: reminders, challenges, leaderboards. @26:30
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<aside> 💎 #10: Use the information that you've collected (e.g. during onboarding) to frame how you ask for permissions. Example here. @28:50
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<aside> 💎 #11: Reward users coming back to the app by offering something special if they re-engage with the app. @33:00
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<aside> 💎 #12: Use in-app messages to push users to experience the app (e.g. do a workout) and giving them a rewarding message before pushing them to the "impulse funnel". @33:35
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[💎 @09:28] The traditional "linear" AIDA flow (Awareness → Interest → Desire → Action) is no longer valid. A more realistic journey takes into account the fact that users can go through several different stages: lapsed users, infrequent users or power users. Example.