a couple of years ago

¿Cómo tener una buena tasa de Retención? Caso de Estudio Airbnb

¿Cómo saber si tienes una buena tasa de retención?

Simple, si cuentas con las métricas correctas. Cuando le pregunto a la mayoría de los fundadores o CMO de una Startup, ¿cuál es su tasa de retención? instantáneamente hablan de sus usuarios diarios o mensuales activos.

Sin embargo va mucho más allá de los usuarios diarios o mensuales, estamos hablando de entender como funciona tener una tasa de retención de los mismos de un nivel interesante.

¡Descúbrelo ahora mismo!

Es genial que estés rastreando estas métricas por supuesto que lo es, sin embargo es bastante probable que éstas no estén proporcionando una indicación exacta de la retención verdadera.

Una buena tasa de retención es como un círculo perfecto y completo, eso necesitas lograr en la retención de tus usuarios, leads, clientes. Una vez que entren al círculo de tu producto/servicio decidan regresar una y otra vez.

Del mismo modo, para obtener una buena tasa de retención perfecta en cualquier producto/servicio depende de la frecuencia con la que se debe utilizar.

Entonces te comparto cuáles son los fundamentos de la retención:

Cuando se trata de aplicaciones web o móviles, un usuario retenido se define como alguien que continúa activo es decir en uso continuo con el tiempo.

Consideremos la métrica familiar de retención de usuarios activos mensuales (MAUs) = Usuarios Activos Mensuales.

Para medir las MAU, el comportamiento que estamos buscando es la acción de ‘entrar’ a la aplicación.

Puedes tener una prueba gratuita por “X” periodo de tiempo, entonces necesitas establecer una ventana sobre el tiempo de uso establecido que le quieras dar por ejemplo: (30 días). De aquí obtendremos un grupo de usuarios que consideremos “retenidos”.

Luego dividimos el grupo retenido (el numerador) por el total de usuarios (el denominador) para obtener nuestra tasa de retención de MAU.

Fórmula: Tasa de Retención = usuarios retenidos / usuarios totales.

En la fórmula anterior, el número de usuarios retenidos es el resultado de la ecuación que previamente elaboramos. Sin embargo, si incluimos esos valores en la fórmula en sí, parecería algo como esto:

Fórmula: Tasa de Retención = usuarios activos durante un período de tiempo / total de usuarios

Síganos entonces. La clave aquí es: ‘usuarios mostrando actividad a lo largo del tiempo’. Si puedes entender esto, entonces entenderás a lo que me gusta llamar una retención verdadera.

¿Cómo tener una buena tasa de Retención? Caso de Estudio Airbnb

En pocas palabras, la verdadera retención es la respuesta a la siguiente pregunta: ‘cuando el usuario tuvo el último problema ‘X’, ¿usaron nuestro producto para resolverlo? Donde el problema ‘X’ es el problema que tu producto resuelve por supuesto (hablaremos sobre esto más adelante).

Como puedes ver, todavía hay dos partes de esta ecuación. Usuario activo y un período de tiempo, sin embargo, están siendo interpretados de manera ligeramente diferente. El comportamiento sigue siendo cierto, es saber si un usuario “utilizó el producto”.

Sin embargo, el período de tiempo por otra parte ya no es una “ventana de tiempo” específica. En cambio, se refiere vagamente al período natural de tiempo que tarda un usuario en utilizar el producto.

Fórmula mágica: Tasa de retención verdadera = usuarios que la usaron cuando la necesitaba / total de usuarios

La verdadera retención es medir la terminación de un comportamiento dentro de la ventana de tiempo que naturalmente debe tener lugar. Por lo tanto, la ventana de tiempo se define como el intervalo entre el usuario que tiene el problema la primera vez y el usuario que tiene el problema una segunda vez. Esto podría ser un corto o largo período de tiempo dependiendo de tu producto/servicio.

La retención es sobre los problemas de medición

¿Cómo tener una buena tasa de Retención? Caso de Estudio Airbnb

Cada producto resuelve un problema. Ya sea de la A a B (Uber), la búsqueda de información (Google), o la reserva de alojamiento (Airbnb).

Es seguro que nuestros usuarios encuentran problemas como estos en sus vidas diarias. Los productos que construimos están enfocados en resolver estos problemas. La capacidad de los productos para hacer esto se aborda directamente a través de su propuesta de valor principal, más específicamente, la utilidad principal del producto.

Una utilidad de la base de productos es, en última instancia, cómo se crea valor, por lo tanto, esta es la forma en que debes medir la retención.

Con esto en mente, es seguro decir que nuestros usuarios sólo necesitan nuestro producto cuando se enfrentan con el problema que soluciona nuestro producto.

La retención se trata de medir, encuestar, o incluso estimar la frecuencia con la que nuestros clientes son propensos a enfrentar este problema en su vida cotidiana. En otras palabras, con qué frecuencia necesitan nuestro producto. Esto se usará como nuestra ventana ‘sobre el tiempo’ para la fórmula de retención.

Vamos a utilizar Airbnb como un caso de estudio para entender esto más a fondo.

¿Cómo tener una buena tasa de Retención? Caso de Estudio Airbnb

 

La tasa usuarios activos mensuales de Airbnb es completamente irrelevante. Nadie va de vacaciones cada mes, así que ¿por qué medir cuántas personas reservaron alojamiento en el último mes? Vamos a tratar de definir la verdadera tasa de retención de Airbnb.

En primer lugar, tenemos que saber la tasa real de vacaciones que la persona promedio toma cada año. La gente toma aproximadamente 17 días por año. Vamos a tratar este número como el promedio global.

En seguida, necesitamos encontrar la base de usuarios total de Airbnb para que podamos calcular el número total potencial de reservas que se podrían hacer. En septiembre de 2015, Airbnb genero aproximadamente 50 millones de usuarios totales. Supongamos que en diciembre había crecido a 60 millones. Por lo tanto, 60 millones de personas que toman un promedio de 1.4 vacaciones por año crearían 84 millones de viajes.

Por último, necesitamos contar el número de usuarios que han “reservado alojamiento” a través de Airbnb en el año  2015. Mientras que Airbnb no revela sus datos reales, revelan el número de noches de estancia y la duración media de las estancias. Utilizando las estadísticas de Morgan Stanley recientemente publicadas, podemos suponer que el número total de reservas de Airbnb será de aproximadamente 17 millones en el año 2015.

Así pues, ahora tenemos nuestros dos números. En primer lugar, el número total de reservas de alojamiento realizado por los usuarios de Airbnb en Airbnb en 2015, fue de 17 millones. En segundo lugar, el número potencial de reservas de alojamiento realizado por los usuarios de Airbnb en cualquier plataforma en 2015, fue de 84 millones. Por lo tanto, la tasa de retención real de Airbnb en 2015 se puede calcular de la siguiente manera:

17m Reservas Airbnb / 84m reservas potenciales = 20%

La verdadera tasa de retención de Airbnb es del 20%. Además, uno de cada cinco usuarios registrados de Airbnb reservó su alojamiento para vacaciones en 2015 a través de Airbnb. Alternativamente, cuatro de cada cinco usuarios de Airbnb no utilizaron Airbnb para reservar su alojamiento de vacaciones en 2015. Esto es suponiendo que los datos que he obtenido sean, por supuesto, correctos.

Come verás la tasa de retención se convierte en un juego de largo tiempo.

Veamos más ejemplos:

La clave aquí es ser capaz de identificar el patrón de uso normal de tu producto. Mencionare algunos ejemplos adicionales para ayudarte a identificar esto para tu producto.

Uber

Retención: 

Comportamiento: reservado para un paseo

Tiempo: en la semana pasada.

Uso Natural: 

¿Con qué frecuencia toma la persona media un taxi? Una vez por semana quizás.

Ponch

Retención: 

Comportamiento: Análisis de datos y mejoras de interface/experiencia de usuario

Tiempo: 3 días a la semana.

Uso Natural: 

¿Con qué frecuencia las personas crean nuevas urls? Una vez cada 15 días.

Slack

Retención: 

Comportamiento: Enviar o leer un mensaje

Tiempo: la semana pasada de trabajo

Uso Natural: 

¿Con qué frecuencia se comunican los equipos? De manera Semanal: Lunes a Viernes.

Para concluir:

El principal punto que considero te debes quedar de este artículo es determinar si es necesario realizar un seguimiento de una verdadera tasa de retención junto con tus tasas de (Usuarios mensuales activos) MAU o (Usuarios diarios activos) DAU.

Algunos productos no requieren esto. Para algunos, la tasa de consumo natural puede ser diaria, semanal o mensual de cualquier forma. En estas circunstancias, las métricas convencionales de retención probablemente ofrecerán información precisa.

Post Relacionados

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Methods for Finding The Perfect Russian Birdes-to-be

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To avoid many of these problems, it is best to try to distinguish the root reason behind the hardware downtime and try to fix it immediately. As much as possible, as you implement the troubleshooting steps in your bathroom, you should also look for the fundamental cause of the trouble and try to avoid saying again the same fault again.

A further hint to consider is to examine your space requirements to your business. Since you will be developing a new dataroom, you may need to set aside some additional space just to hold the new server.

datenraum

Ein Datenraum eröffnet die Möglichkeit, streng vertrauliche Unternehmensdaten exorbitant zu speichern und zu verwalten. Die virtuelle Speicherung von Zahlen ermöglicht den ständigen Zugriff von jedem denkbaren Ort der welt aus. Unabhängig von Zeit und Ort der welt können Angestellten und Geschäftspartner nach jener Zuweisung von seiten Passwörtern auf bestimmte Dokumente zugreifen. Das ist ein klarer Wettbewerbsvorteil: Schließlich können Jene effizient und schnell ranklotzen. In einem Secure Data Room können Jene sich via der Arbeitszeit bewegen. Archive und staubige Kammern testen nicht lediglich Platz ferner Miete, stattdessen sind ebenso ineffizient. Sicherer Datenräume kosten im Vergleich zu herkömmlichen Data Warehouses imposant wenig und können nach Belieben ständig erweitert sein. Die Zahlen werden vertrauenswürdig gespeichert ferner in regelmäßigen Abständen alleinig gesichert. Das Datenraum Anbieter Vergleich ist natürlich für die wirtschaftlichen Herausforderungen von globalisierten Erde unverzichtbar.

Geborgenheit und Vertraulichkeit stehen an erster Stelle

Data Rooms sind immer wieder absolut natürlich. Hacker und Unbefugte besitzen keinen Zugriff auf vertrauliche Dokumente vom Secure Data Room. Hier können sensible Unternehmensdaten wahrscheinlich gespeichert sein. Ein wirklicher Vorteil ist natürlich, dass sehr wohl auf die Daten qua verschiedenen Konten zugegriffen werden kann. So sehr ist dauernd klar, selbige Abteilung oder aber welcher Arbeitnehmer sich die Dokumente angesehen hat. Benutzergruppen können individuell definiert des weiteren begrenzt werden. In Kombination mit modernsten Sicherheitstechnologien kann das geschützter Informationsaustausch gewährleistet sein. Der Datenaustausch mit anderen Unternehmen ist natürlich problemlos möglich. Die Datensicherheit wird über ein mehrstufiges Sicherheitskonzept gewährleistet. Die Nützlichkeit des Datenmanagements kann durch Analyse jener Aktivitäten vom System wirklich geschätzt sein. Auf diese Weise können strategische des weiteren operative Aberrationen genau untersucht werden.

Dieses Datenraum Anbieter Vergleich ermöglicht effizientes Schaffen

Ein digitaler Datenraum anbietet viele Nützlich sein. Geschäftstransaktionen des weiteren Inhouse-Operationen bringen sehr schnellstens durchgeführt sein. Das spart Zeit des weiteren Kosten. Taktlos finanzieller Sicht ist ein Datenraum insbesondere in bezug auf komplizierter IT-Anforderungen positiv zu bewerten. Dies Unternehmen wird viel flexibler und wird sich auf die Kernkompetenzen zusammenfassen: Arbeit. Dieses virtueller Datenraum ist zu 100 Prozent wahrscheinlich und funktionsfähig.

Vielseitige Anwendungsmöglichkeiten

Ein Datenraum Immobilien kann uff (berlinerisch) verschiedene Moeglichkeiten genutzt werden. Dies dient zum 1 der Speicherung und Archivierung von Daten. Zum anderen kann ein netfiles auch darüber hinaus Dokumentationssysteme und Steuerungssysteme eingebettet werden. Das besonders hohes Maß fuer Effizienz beweist ein Datenraum Anbieter Vergleich überall da, wo komplexe Prozesse überwacht werden zu tun sein. Bereiche als Buchhaltung ferner Finanzkontrolle bringen durch den Datenraumanbieter rein überwacht werden. Ein hohes Maß fuer Eignung besteht auch in Immobilienbereichen, in denen Kunden sicher und zielgerichtet via Dokumenten versorgt werden zu tun sein. Ein Sicherer Datenraum kann darüber hinaus in welchen Vertriebsgesellschaften genutzt werden: Interessierte und baldige Vorstands- des weiteren Aufsichtsratsmitglieder können schnell und sicher qua den verschiedenen Dokumenten und Fakten bekannt gemacht sein. Kurz gesagt, ein ist natürlich überall da erforderlich, bei wem Daten schnellstens und wahrscheinlich ausgetauscht werden müssen.

Norely Murillo

Norely Murillo

Cofounder Ponch, Marketer, construyendo, revolucionando, innovando y creando estrategias basadas en crear mejores experiencias de usuario, adquisición de cliente, lean marketing funnel.