Ability of your product to attract users and keep them engaged.
About this metric
Stickiness refers to the ability of your product to attract users and keep them engaged over time. It indicates how well your product retains users and encourages repeated interactions, thus highlighting the value it provides to your user base.
How is product Stickiness measured
Product stickiness is typically measured by dividing the number of daily active users (DAU) by the number of monthly active users (MAU). For example, if you have 100 MAU and 10 DAU, your product stickiness metric would be 10%
For some types of products the Stickiness metric doesn’t give a true picture of what’s happening in your product. You can also use metrics such as customer retention rate, CHURN rate and LTV to have a more clear picture of the health of your product.
Components of Stickiness
Frequency of Use: This component measures how often users engage with your product. It's about assessing how frequently users return to use your product within a given timeframe, such as daily, weekly, or monthly. Higher frequency indicates stronger stickiness.
Time Spent: This metric focuses on the amount of time users spend within your product during each session. Longer sessions suggest that users find your product valuable and are deeply engaged.
Feature Adoption: Analyzing which features are being used the most can reveal which aspects of your product are most appealing to users. A higher adoption rate for specific features indicates that they contribute to the stickiness of your product.
Retention Rate: This is a critical aspect of stickiness. It measures the percentage of users who continue to use your product over a specific time period, like days, weeks, or months, after their initial sign-up or installation.
Churn Rate: The opposite of retention rate, churn rate represents the percentage of users who stop using your product within a given timeframe. Lower churn rates indicate higher stickiness.
User Engagement: Beyond just frequency and time spent, this component looks at the depth of interaction during each session. It considers actions taken, content consumed, or interactions made, reflecting a more holistic engagement measure.
Value Delivered: Stickiness is closely tied to the value your product provides to users. Assess how well your product addresses their pain points or fulfills their needs, as this directly influences their decision to stick around.
Why Stickiness matters
Long-Term Success: High stickiness indicates that users are finding ongoing value in your product, which contributes to its long-term success and sustainability.
User Satisfaction: Stickiness reflects user satisfaction and loyalty. Users who repeatedly engage with your product are likely enjoying its benefits and finding it useful.
Business Growth: Stickiness is often linked to increased customer lifetime value, as engaged users are more likely to explore premium features or become brand advocates, driving revenue growth.
Product Improvement: Understanding which features contribute to stickiness helps you prioritize improvements and innovation in areas that resonate with users the most.
Competitive Advantage: A sticky product creates a barrier for users to switch to competitors, providing a competitive advantage in the market.
Product stickiness is an important metric for product managers to track. A high stickiness metric indicates that users are finding value in your product and are likely to continue using it. There are a number of things that product managers can do to improve product stickiness, including focusing on creating value for users, making their product easy to use, frequently updating and improving their product, providing excellent customer support, and building a strong brand.
