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Match Group User Retention Experts Talk Strategies To Reduce Churn

The Match Group

Two of the Match Group’s user retention experts recently sat down with App Annie to give some insight into the dating giant’s retention strategies, and how it tries to reduce churn.

Sushil Sharma, SVP of Product, Analytics and Design, and Ram Reddi, Director of Mobile Product, say the most important thing brands can do to optimise retention is by using push notifications that bring users back to the app.

They also talk about how the company sees a lot of drop off during Match’s onboarding flow, which they then analysed step by step, iterating and testing each stage to try and find ways to lower drop-off rates.

Testing is a massive part of Match Group’s strategies in this area, they say, particularly around areas like checkout flows, app navigation, profile setup, search features and push notifications.

Reddi also reveals how the company segments its users, saying: “On a very high level our users are segmented into two groups: subscribers and registered users. Then we break down subscribers into new subscribers and re-subscribers.

“We look at these two core segments by breaking them into much smaller chunks based on how often they visit the app after install – one day later, two weeks later, one month later, etc. Registered users are broken down into new registrations and existing registrations.”

Check out the interview here.

Simon Edmunds

Simon is the former editor of Global Dating Insights. Born in Newcastle, he has an English degree from Queen Mary, London and after working for the NHS, trained as a journalist with the Press Association. Passionate about music, journalism and Newcastle United.

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