What is user stickiness

User stickiness refers to the degree of dependence and re-consumption expectations formed by the combination of customer loyalty, trust and positive experience for a brand or product. It refers to increasing the number of uses between users. User stickiness is an important indicator for measuring user loyalty programs, and it plays a key role in the brand image of the entire enterprise.

User stickiness refers to the degree of dependence and re-consumption expectations formed by the combination of customer loyalty, trust and positive experience for a brand or product. Refers to increasing the amount of use by both users.

User stickiness is an important indicator for measuring user loyalty programs, and it plays a key role in the brand image of the entire enterprise.

Calculation of user stickiness

User stickiness is usually calculated using the DAU/MAU formula. Another formula is the average number of active days per month for users. DAU is the number of daily active users, and MAU is the number of monthly active users.

The closer the ratio is to 1, the higher the user activity. When the ratio is lower than 0.2, the dissemination and interactivity of the application will be very weak. DAU/MAU is a commonly used evaluation indicator for social games and online applications to analyze user stickiness.

User stickiness index

User stickiness index has initial stickiness, sustained stickiness and strong stickiness.

The key to initial stickiness is that you can get the user’s points, whether they are pain points, itches, or pleasure points. If you cannot get it, the users will lack the minimum initial interest and it will be difficult to generate an initial good impression.

Stickness means that after users develop a good impression, they can continue to use it and gradually form a habit. On the one hand, this requires continuous experience optimization of the product, and on the other hand, it needs to continuously trigger users to use it and even become "addicted" .

Strong stickiness more represents the loyalty of users. As the saying goes, a friend in need is a friend indeed. If the user still insists on using the product no matter how the market environment changes or even the product experience declines, it means that the product is highly sticky. higher. Of course, users who do not leave may be because they are unwilling to leave, or they may be too lazy to leave or unable to leave. To a certain extent, it is a product moat that makes it difficult for competing products to overcome.

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