Miles Norris 2020

Good churn vs Bad churn. Is

retention as relevant
as we are told?
Hello, my name is

Miles Norris
VP of Product
We build relationships
Real world
impact
G ALS
More magic
More relationships
Healthy growing
business
 Healthy
business
 MAU
growth
 Building
Retention
relationship

MAU
growth
Retention Building
VS relationship
Phase 1
Phase 2
Phase 3
Phase 4
Phase 1

Top of the Funnel

 Phase 1

Activation
 Phase 1

Early AHA Moments

Phase 1

Results
 Phase 1. Results

MAU growth
D1 Retention growth
No meaningful impact on M1 retention
Phase 1

Learnings warning!
Phase 1. Learnings

Retention a key KPI

Phase 1
Phase 2
Phase 3
Phase 4
Phase 2

First Week
 Phase 2

Profile completion
 Phase 2

Customised
experience
 Phase 2

Activity
distribution
Phase 2

CRM
Phase 2

Results
 Phase 2. Results

MAU growth
D1 & D7 Retention growth
No meaningful impact on M1 retention
Phase 2

Learnings
Phase 2. Learnings

Distribution &
Segmentation
Phase 1
Phase 2
Phase 3
Phase 4
Phase 3

Investing User
 Phase 3

Proxy for Dates:

Good Chats
 Phase 3

Proxy for Dates:

Good Chats
 Phase 3

Proxy for Dates:

Good Chats
 Phase 3

Proxy for Dates:

Good Chats
 Phase 3

Proxy for Dates:

Good Chats
 Phase 3

0 11 0 0 1 0 1
10001010
10010010
Optimise algorithms
0 0 1 0 11 0 1
1 0 0 0 1 0 11
1 0 0 0 1 0 11
 Phase 3

Simplify
 Phase 3

Improved
Functionality
 Phase 3

Frequency
of Usage
Phase 3

Results
 Phase 3. Results

MAU continued growth

D1 & D7 retention improvements
Early signs of impact on M1
Phase 3

Learnings
Phase 3. Learnings

Focus on user needs

Phase 1
Phase 2
Phase 3
Phase 4
Phase 4

The Forgotten Masses

MAU – Year 1
New users
MAU – Year 1
New users
MAU – Year 2
New users
Forgotten
masses
MAU – Year 3
New users
Forgotten
masses
MAU – Year 4
New users
Forgotten
masses
MAU – Year 5
New users
Forgotten
masses
 Phase 4

Good churn: Bad churn:

Found a date Feel unsafe

Found a relationship Rude/Toxic

Found a partner Feel expensive

Cross sell Feel like wasting time

Competitors
Phase 4

Learnings
 Phase 4. Learnings

Are your metrics correct?

Focus on individual levers
Business KPIs
TODAY
We are optimising towards building relationships, not retention.
Therefore, we are moving away from ‘retention as a goal
metric’. Retention is a lagging indicator.
It is a health metric. Something that cannot be impacted directly.
Rather, it is something we should not negatively impact with any
changes we make.

Our focus is instead on levers we can directly pull with the aim
of building relationships and increasing Good Churn.
CONCLUSIONS
A 2 Year Journey with “Retention as a goal”
It’s not as simple as “Improve Retention”
Good Churn vs Bad Churn
What we learnt

Understand your Communicate them Stay true to your

goals and levers clearly to the mission, even when
business in conflict
Final Learnings
on Good Churn Benefits

Re-engagement Word of Mouth Opportunity for

Growth Loops
THANK YOU