A client of mine recently reported that they're not satisfied with the retention rate on their web application ( intended to help lawyers with the administration of their firms).
This stemmed from viewing our cohort analysis report in Google Analytics, monitoring user retention (just at least revisiting the site) from date of acquisition.
It looked like only a very small fraction of users would ever return to the application after a week, let alone do so repeatedly, over multiple weeks. As in, only 1-2% of people who signed up for the application would return repeatedly for any amount of time.
I have no idea what an industry baseline for user retention on legal web applications looks like, but we assumed that this number was a sign that our application isn't as useful to people as we'd like it to be and that we should look to see it increase somehow.
So, in order to figure out how we could make our product more useful, we want to know:
- Why is retention so low?
- Why don’t most people habitually use our application?
- How could we make our platform more habit-forming?
How could we answer these questions?
(Assuming these are the sensible questions to ask in our situation)