Implementing Positive Behavior Detection to Increase Retention & Revenue

Some 40% of users say they have abandoned a platform after being exposed to harassment. For marketers, that's a number that hits hard as the cost of re-engaging them can be high, and replacing them requires two new conversions: one to replace the individual who left and one to continue to grow. Not to mention the loss of advertisers as an effect of having the reputation of being a toxic platform.

An online community that is full of positive behavior and engaged members encourages word-of-mouth referrals and signups - meaning fewer dollars necessary to spend on advertising. The effects can be a stronger company growth in terms of revenue, profits, and even company valuation.

So how do you prevent that 40% of users from walking away and instead convert them into loyal community members? Implementing tools to help you more efficiently remove toxic users is a start. Additional success can be found in proactively encouraging positive behaviors through:

• Reputation scoring, which allows community platforms to assess the overall health of their platform, as well as identify the best (and most toxic) users.
• Contextual AI, a more complex level of AI than classifiers or keyword/regular expression solutions. It allows us to look at a conversation over time and multiple different aspects of a platform.

Using these tools can be an exceptional addition to any platform's moderation strategy in addition to the benefits of increased retention & revenue. To add on, though, they can offer analytics that give your team a better understanding of who your users are and how they interact with one another.

Read the 15-page white paper, Boost User Retention by Promoting Healthy Behaviors, to get an in-depth look at the research behind healthy behavior detection and measures you can take to ensure your community is one users want to keep coming back to.

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