Engagement & Retention project | Gamma
Engagement campaigns:
| Engagement Campaign | Hypothesis | Channel of Distribution | Persona/Type of User | Theme | Target Feature | Pitch and Content | Goal of the Campaign | Offer | Frequency and Timing | Success Metrics | Milestones for the Campaign |
|---|---|---|---|---|---|---|---|---|---|---|---|
Informing ICPs about the just launched new professional theme and asking them to try it out
| Users will engage more and create additional content if offered visually appealing and customizable themes tailored for their industry. | Email, in-app notifications, LinkedIn ads | Core and Casual Users | "Professional Elegance" | New customizable design theme | "Elevate your presentations with the new 'Professional Elegance' theme—crafted for modern, stunning designs in just minutes. Try it now and captivate your audience!" | Increase feature adoption, content creation, and user engagement and retention. | Free trial of premium themes for 1 month | Weekly emails; 2-week in-app banner | Feature adoption rate, CTR on notifications, number of projects created using the theme, increase in DAU | Week 1: Launch campaign and outreach Week 2: Monitor CTR & engagement metrics Week 4: Evaluate adoption and impact. |
Finish and Publish WIP Gammas
| Users who frequently pause and save drafts will complete and publish their Gamma projects if reminded and incentivized. | In-app reminders, email nudges | Core Users | "Complete & Publish" | Draft reminders | "You’re so close! Finish your project and share it with your audience today. Publishing made easier with Gamma’s intuitive tools!" | Increase project completion and publication rates. | Free template pack for completing drafts | Weekly reminders over 1 month | Draft completion rate, CTR on reminders, total published projects | Week 1: Reminder setup Week 2: Monitor engagement Week 4: Analyze completion trends and iterate. |
Enhance tutorials with Gamma
| New users will learn and adopt Gamma faster with enhanced tutorials tailored to their industry and use cases. | Product walkthroughs, videos | Casual Users | "Onboard with Ease" | Step-by-step tutorials | "Get started with Gamma in 5 minutes! Our new tutorials guide you through creating stunning projects tailored to your goals." | Improve onboarding rates and reduce churn. | Access to premium templates after tutorials | Daily availability, periodic updates | Tutorial completion rate, onboarding success rate, time-to-value | Week 1: Launch tutorials Week 2: Analyze completion Week 4: Track churn reduction. |
Webinar - 3 Day AI Summit
| Users interested in AI and design tools will engage deeply by attending webinars and learning advanced Gamma use cases. | Social media, email, in-app popups | Core and Power Users | "AI-Powered Design" | Advanced Gamma tools | "Join our 3-day AI Design Summit to learn how Gamma's AI tools can revolutionize your presentations. Hear from industry experts and boost your skills!" | Boost advanced feature adoption and educate power users. | Exclusive theme pack for attendees | Daily sessions for 3 days | Webinar attendance rate, feature adoption post-webinar, NPS scores | Week 1: Promote summit Week 2: Host sessions Week 3: Analyze attendance and post-event engagement. |
Calendly on Gamma as a new integration! 📆
| Users will create and share projects more if integrated scheduling options (e.g., Calendly) are available directly in their presentations. | Email campaigns, in-app popups | Power Users | "Seamless Scheduling" | Calendly Integration | "Now schedule your meetings directly within your presentations! Gamma and Calendly bring convenience to your workflow—no extra steps required!" | Increase integration adoption and user engagement. | Free Calendly Pro trial for 1 month | Weekly campaigns for 1 month | Integration adoption rate, number of scheduled meetings, user feedback | Week 1: Promote integration Week 2: Track adoption Week 4: Evaluate retention and repeat use. |
Figure out the retention data for your product. If you don't have access to the same, begin by adjusting the industry standards. Plot down the data and bring to life your retention curve. Draw out observations and insights from the same.
What is causing your users to churn?
Go back to your user insights and figure out the number one reason of churn by listing down all the factors.
Retention Rate Analysis for Gamma
Step 1: Identify the Industry Standard
We reviewed the retention rates of industry leaders Prezi and Pitch:
- Prezi: Retention rate of 75% over 6 months, emphasizing dynamic and visually creative presentations.
- Pitch: Retention rate of 82% over 6 months, driven by its collaborative features and modern design tools.
We will use 79% as the baseline retention rate.
Step 2: Adjust Baseline Based on Key Factors
- Time to Value:
- Gamma’s AI-powered content generation and the "One-Click Polish" feature allow users to create polished presentations in under 10 minutes, significantly reducing the time and effort required.
- Adjustment: Add +5% for quick time-to-value.
- Natural Frequency:
- Gamma’s natural frequency for core users is weekly, consistent with the industry standard for productivity tools like Pitch.
- Adjustment: No change to the baseline retention rate.
- Competition:
- The presentation software market is highly competitive, with Canva, PowerPoint, and Pitch offering similar services. While Gamma has unique AI-driven differentiation (e.g., card system, one-click design refinement, analytics, and integrations), the low switching costs in this market still pose a significant challenge.
- Adjustment: Subtract -9% for competition.
- Switching Cost:
- As Gamma users adopt deeper workflows, such as real-time collaboration, analytics, and integrations with tools like Calendly, Google Drive, PowerPoint, and Slides, their reliance on Gamma increases. However, the impact on retention is moderate for casual users.
- Adjustment: Add +5% for increased switching costs.
- Brand Value/Word of Mouth (WoM):
- Gamma has strong word of mouth, driven by user satisfaction, the innovative card system, and seamless integrations. Its organic search traffic is comparable to competitors, with a growing user base driven by recommendations.
- Adjustment: Add +5% for strong WoM.
Adjusted Retention Rate
| Factor | Baseline | Adjustment | Final Estimate |
|---|---|---|---|
Industry Standard | 79% | - | 79% |
Time to Value | - | +5% | 84% |
Natural Frequency | - | 0% | 84% |
Competition | - | -9% | 75% |
Switching Cost | - | +5% | 80% |
Brand Value/WoM | - | +5% | 85% |
Final Retention Estimate for Gamma: 85% over 6 months
Gamma achieves this strong retention rate through quick time-to-value, moderate switching costs, and strong word of mouth. Despite intense competition in the productivity tool market, Gamma’s differentiated features—AI-powered content generation, card-based storytelling, one-click polish, and extensive integrations—help solidify its user base.
This retention rate highlights Gamma's ability to compete effectively while focusing on innovation and user-centric workflows.
Step 4: Plotting the retention rate curve
Step 5: Our insights from the retention curve and market/user research for Gamma
Our Insights from the Retention Curve and Market/User Research for Gamma
1. Comparing ICPs: IT Professional vs. Educator
From the data and discussions, we observe that IT Professionals have a higher retention rate compared to Educators. Key reasons include:
- Higher Frequency of Use: IT professionals regularly create and share presentations for projects, meetings, and client interactions, making Gamma a core part of their workflow. Educators, while frequent users, tend to have more seasonal usage tied to academic schedules.
- Collaborative Workflows: IT professionals often collaborate with cross-functional teams, integrating tools like Google Drive, Slack, and Calendly, which enhances Gamma’s perceived value. Educators, on the other hand, primarily use Gamma in a siloed manner for lesson planning and student presentations.
- Willingness to Pay: IT professionals working in high-margin SaaS or enterprise environments demonstrate a stronger willingness to pay, especially for advanced integrations and analytics. Educators often rely on free or discounted tiers due to budget constraints.
2. Which Channel Retains Better
- Referral: Referrals have the highest retention rate across both ICPs. Referred IT professionals and educators tend to pre-evaluate Gamma’s fit for their needs, resulting in deeper engagement.
- Paid Advertising: Paid ads bring in users with lower retention, particularly casual educators or students who sign up out of curiosity but fail to see the core value Gamma offers.
3. Which Sub-Feature/Sub-Product Retains Better
- Advanced Integrations: IT professionals with multiple integrations (e.g., Google Drive, Salesforce) are more likely to become power users, leveraging Gamma across various workflows.
- Content Analytics: Both IT professionals and educators who use Gamma’s analytics to measure audience engagement tend to stick with the platform longer.
- Theme Customization: Educators who adopt personalized themes for lesson plans report a higher likelihood of continued use due to the unique storytelling value it provides.
- Collaboration Features: IT professionals utilizing real-time collaboration tools are more likely to upgrade to premium tiers, as these features align with their team-oriented workflows.
Find reasons of churn
Reason to Churn | Ranking in terms of users churned | Voluntary/Involuntary |
|---|---|---|
Users switching to competition | High | Voluntary |
Inadequate customer support | Mid | Voluntary |
Users switching to alternatives such as Videos | High | Involuntary |
Negative actions
- Turning Off Collaboration Notifications:
Users disabling notifications for team edits or collaboration updates in Gamma indicates reduced engagement, particularly for power users who rely on teamwork. - Reducing Team Access or Seats:
When users remove team members from Gamma, it could signal a cost-cutting measure or a shift away from collaborative workflows, both of which strongly correlate with churn. - Disconnection of Integrations:
Users revoking access to critical integrations, such as Calendly, Google Drive, or Slack, suggests a declining reliance on Gamma in their workflows. - Low NPS or CSAT Scores:
Negative feedback through Net Promoter Score (NPS) or Customer Satisfaction (CSAT) surveys is a leading indicator of dissatisfaction and potential churn. - Negative Product Ratings:
Poor reviews or ratings on platforms like Product Hunt, G2 or Capterra can indicate that users are struggling with the product or not finding enough value. - Drop in Engagement Metrics:
A significant decrease in key engagement metrics, such as the number of projects created, time spent on Gamma, or active collaborations, is a red flag for churn. - Unsubscribing from Emails or Campaigns:
Users opting out of Gamma’s promotional or summary emails suggests a lack of interest in updates or new features, often associated with reduced engagement. - Skipping Product Updates or Tutorials:
Users not engaging with new tutorials or ignoring updates for new features/themes indicates Gamma is no longer central to their workflow.
Find reasons of churn
Through a lot of customer interviews and customer reviews analysis we came to the top reasons users churned from Gamma
Reason to Churn | Ranking in Terms of Users Churned | Voluntary/Involuntary |
|---|---|---|
Users switching to competitors that offer more advanced AI-driven features than Gamma | High | Involuntary |
Lack of ongoing value as users do not leverage Gamma's analytics tools effectively | Mid | Voluntary |
Limited customer support for users navigating Gamma's self-serve platform | Mid | Voluntary |
Users finding alternative tools that better fit their specific presentation styles compared to Gamma | Mid | Involuntary |
Difficulty in onboarding or adapting to Gamma’s unique card system and advanced features | High | Voluntary |
| Campaign | Hypothesis | Channel of Distribution | Persona/Type of User | Theme | Target Feature | Pitch and Content | Offer | Frequency and Timing | Success Metrics | Milestones for the Campaign |
|---|---|---|---|---|---|---|---|---|---|---|
1. Show the power of analytics
| Users need to return to Gamma to see the impact of their presentations and understand the value of analytics. | Email, WhatsApp | One-time users who created presentations but did not return to analyze performance. | Highlighting the importance of analytics in improving presentation effectiveness. | Gamma's built-in analytics tools that track audience engagement and presentation performance. | "Hey [User], you recently created a presentation that received 1000+ views! Did you know that effective use of Gamma's analytics can triple your views? You can see which slides were most engaging ! Check out how!" | Access to a personalized analytics report detailing user engagement metrics from their last presentation, along with tips for improvement. | Weekly reminders sent one week after creating a presentation if the user has not logged back in. | Click-through rates (CTR), user logins, and creation or editing of additional presentations. | Increased user engagement, higher completion rates for presentations, and potential upgrades to paid plans. |
2. Customer Support Awareness
| Users may not be aware of the extensive customer support available through Gamma. | New users who created their first presentation but did not return due to confusion or lack of support. | Emphasizing the availability of customer support and resources. | AI chatbot, product documentation, and help features. | "Not sure who to ask? We understand creating your first presentation can be overwhelming. Use our AI chatbot or explore our comprehensive documentation for assistance!" | Access to exclusive playbooks with step-by-step guides on creating effective presentations. | Twice weekly reminders within three days of signing up if the user does not log back in. | Open rates, playbook downloads, and engagement with customer support features. | Increased usage of support features, higher user satisfaction scores, and improved retention rates. | |
| Users may not realize that Gamma offers options to create high-resolution webpages. Users can create a site with multiple pages and publish it to own custom domain. | Users who only experienced presentation creation during onboarding. | Highlighting the benefits of using using multiple web pages and publish it to own custom domain. | Custom domain capabilities available in the paid tier. | "Oh wait! We also offer custom domains that provide a fully tailored experience for your website." | One-time 20% discount on annual subscription fees for users upgrading to pro access. | One-time offer sent after users have interacted with presentations but have not upgraded yet. | Email open rates, navigation to pricing page, and upgrades to paid plans for custom domain access. | Increased upgrades to paid plans, higher user satisfaction with full fledged website creation, and improved retention rates. | |
4. Inactivity Reactivation
| Users who have been inactive may need a reminder of Gamma's value proposition and features. | Casual users who have not logged in for an extended period despite creating multiple presentations. | Re-engaging users by reminding them of their previous successes with Gamma's tools. | Overview of past presentations and performance metrics available through Gamma's analytics tools. | "We miss you! You’ve created some amazing presentations in the past—let’s get back to it!" | Limited-time discount on re-subscription or upgrade options based on previous usage patterns. | One-time email sent after 30 days of inactivity with follow-up reminders if no action is taken within a week. | Email open rates, re-login rates, and new project creations after re-engagement efforts. | Increased reactivation rates, higher user engagement post-reactivation, and improved retention metrics over time. | |
5. New Features Highlighting | Users may not be aware of new features added since they last engaged with Gamma. | Former core users who have churned or become inactive due to lack of awareness about updates. | Showcasing new features that enhance user experience and effectiveness in presentations. | New collaboration tools, templates, or integrations added to Gamma since their last visit. | "Hey [User], we’ve made some exciting updates! Check out our new collaboration tools that make team projects easier than ever!" | Exclusive early access to beta features or a special webinar showcasing new functionalities. | Monthly updates sent out highlighting new features; follow-up reminders if no engagement occurs within two weeks post-email. | Engagement with new feature announcements, attendance at webinars, and increased usage of newly introduced tools. | Higher feature adoption rates among former users, increased feedback on new functionalities, and improved overall satisfaction scores. | |
6.Using platform currency | User may find the AI credits provided by Gamma too expensive for recurring use. | users who churned in free tier - casual or core users typically | casual, encouraging | NA | Pitch: Your AI credits are waiting Hey lets get back to work, your credits are expiring soon | Offer: X% discount on re-subscription | ​Frequency: one time - post churn; Timing: NA |
| Long term retention of this user - might have to offer repeat discounts. |
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