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How can you design a user journey that increases retention and loyalty?

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User journey is the path that your customers take from discovering your product to becoming loyal advocates. It's a crucial aspect of product marketing, as it helps you understand your users' needs, pain points, and motivations, and design a product that delivers value and satisfaction. In this article, you'll learn how to design a user journey that increases retention and loyalty, by following these steps:

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Judson Teo

head of marketing @ BLOCK71 | doctoral student @ SUSS | career mentor to undergrads | ex-Grab, foodpanda, Singapore…
Marta Littlefield

Retired Licensing Director at Warner Bros.

1 Identify your user segments

The first step is to segment your users based on their characteristics, behaviors, and goals. You can use data from surveys, interviews, analytics, and feedback to create user personas that represent your ideal customers. User personas help you empathize with your users and tailor your product and marketing messages to their specific needs and expectations.

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2 Map out the user journey stages

The next step is to map out the different stages of the user journey, from awareness to advocacy. You can use a framework such as AIDA (Attention, Interest, Desire, Action) or RARR (Reach, Act, Retain, Refer) to define the key actions and outcomes at each stage. For each stage, you should also identify the user's emotions, challenges, and questions, and the touchpoints where they interact with your product or brand.

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3 Define your retention and loyalty metrics

The third step is to define the metrics that measure your retention and loyalty performance. Retention is the percentage of users who continue to use your product over a period of time, while loyalty is the degree of attachment and advocacy that users have towards your product or brand. Some common retention and loyalty metrics are churn rate, retention rate, customer lifetime value, net promoter score, and referral rate. You should set realistic and specific goals for each metric, and track them regularly.

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Marta Littlefield

Retired Licensing Director at Warner Bros.
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That’s the key to track regular your customers and follow thru their needs! That way you may have a bigger possibility to retain your customer base.

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4 Design your retention and loyalty strategies

The fourth step is to design strategies that will increase retention and loyalty at each stage of the user journey. You should focus on providing value, solving problems, building trust, and creating delight for your users. For example, you can onboard users with a clear introduction to your product's value proposition and features, and guide them to their first success. Additionally, communicate with users regularly through email, push notifications, social media, or in-app messages, and provide personalized content. Furthermore, solicit feedback from your users through surveys, reviews, ratings, or testimonials to improve your product and service quality. Finally, reward your users for their loyalty and advocacy by offering incentives, discounts, freebies, or gamification elements.

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Marta Littlefield

Retired Licensing Director at Warner Bros.
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Absolutely, your Company should offered special discounts on specific products in particular on products that are being purchased often!

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5 Test and optimize your user journey

The final step is to test and optimize your user journey, by collecting and analyzing data on your retention and loyalty metrics and strategies. You should use tools such as A/B testing, heatmaps, funnel analysis, or cohort analysis to identify what works and what doesn't, and make data-driven decisions to improve your user journey. You should also keep an eye on the market trends, customer feedback, and competitor actions, and adapt your user journey accordingly.

By designing a user journey that increases retention and loyalty, you can create a product that not only meets your users' needs, but also exceeds their expectations, and turns them into loyal fans and advocates.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Judson Teo

head of marketing @ BLOCK71 | doctoral student @ SUSS | career mentor to undergrads | ex-Grab, foodpanda, Singapore Tourism Board
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All the above don't belong to a loyalty programme and yet so many focus on just that - giving points, lucky draws, games etc. We can just ask ourselves this as a customer: do we care more about loyalty points, or do we can more about the quality of groceries or electronic gadget that we just bought? The answer is clearly quality over points. It's basic. And therefore loyalty ain't just a programme, but EVERYTHING a business offers - product quality, service recovery, browsing experience etc. Points and prizes are just a small part that can occasionally give you a short term edge over competitors. Therefore ultimately a CEO is essentially a Chief Loyalty Officer, since they oversee all functions and they are meant to build retention.

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How can you design a user journey that increases retention and loyalty?

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4

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1 Identify your user segments

2 Map out the user journey stages

3 Define your retention and loyalty metrics

4 Design your retention and loyalty strategies

5 Test and optimize your user journey

6 Here’s what else to consider

Product Marketing

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How can you design a user journey that increases retention and loyalty?

1

2

3

4

5

6

1 Identify your user segments

2 Map out the user journey stages

3 Define your retention and loyalty metrics

4 Design your retention and loyalty strategies

5 Test and optimize your user journey

6 Here’s what else to consider

Product Marketing

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