产品基准报告

Exclusive Amplitude datathat reveals how top In this report 04Engagement 06Industry snapshot25 B2B technologyEcommerceFinancial servicesHealthcareMedia and entertainmentTravel and hospitality262627272828 How topproducts grow What if you could learn howthe world’s best products grow,then apply their strategies One hint? Win your users’ first week. Ourreport finds that high-retention products havesomething in common: They’re standouts whenit comes to showing new users the value oftheir product within the first week. And that’s These insights are often out of reach for mostorganizations, leaving them to make keydecisions, including how and where to invest tightproduct and marketing budgets, in a vacuum. Read on for more insights like this and what youcan do to ensure your organization is on the path That’s why we created this benchmark report,revealing what product and marketing leadersat top companies are getting right and giving What you’ll find Acquisition The percentage change in thenumber of new users coming The percentage of users whoreturn to your product on a The percentage of users whoreturn to your product in a given For each metric, you’ll find benchmarks* for the50th, 75th, and 90th percentiles of all companies,plus a special look at enterprises (defined here asorganizations with more than 2,000 employees Executive It pays to be the best. Enterprises follow the same pattern. The products that broke into the top 10%*outperform the rest across all key metrics,positively impacting their bottom line. Knowingwhere your product stands in comparison will Large organizations also saw the top 10% outdotheir counterparts across all metrics, with asimilar link between the ability to show First impressions matter. Travel and hospitality stand out. Showing new users the value of your productduring the first week is linked to long-termretention. Our data shows that 69% of topperformers in week-one activation were also The travel and hospitality industry soared abovethe others, followed by financial services The leaky bucket problem is real. Want to see how you measure up? Bringing in new users at a fast pace doesn’tmean they’ll stick around. We found norelationship between products in the top quartilefor adding users and those in the top quartile Use ourbenchmarking toolto compare your productperformance against industries, Acquisition Acquisition The addition of new users to your product over aperiod of time, acquisition is essential to growingyour business. But simply adding more users toyour product isn’t enough. What matters more is New user growth is only part of the story Many products saw modest monthly new usergrowth rates—only 0.11% for the 50th percentileor median level (Figure 1)—perhaps reflecting products, the ones that managed to break intothe top 10%, grew nearly nine times faster, withrates around 8.7% (Figure 1). These monthly gains The top 10% of products grew nearly9x fasterthan the median. Figure 1. Daily, weekly, and monthly new user growthrates for products in the 50th, 75th, and 90th percentiles.Products in the 90th percentile grew at a monthly There is no mistaking the growth gap betweenthe leading products and the rest of the pack.Want more proof? Consider these numbers: Theproducts that managed to break into the top For most businesses, this means the challengeisn’t just about competing with their peers. It’sabout becoming one of those breakout products The top 10% of products accountfor>80%of all new users. 02 Acquisition New user growth brings activity, not loyalty It’s true that fast-growing products tend to seemore engaged, active users. Acquisition and retention (Figure 3). In other words, just becauseusers show up doesn’t mean they stick around.And that’s why a vanity metric like new usergrowth only means so much and why strong But here’s the catch: That short-term momentumdoesn’t last. Our data shows no meaningful Figure 3. This chart illustrates how acquisition (left) relates toretention (right). Only a slender strand of the products in the topquartile for acquisition flowed into the top quartile for retention.Conversely, only a sliver of the products in the lowest quartile foracquisition were also in the lowest quartile for retention. Everyacquisition quartile distributes almost evenly across all retention There’sno correlationbetween 02 Acquisition Enterprise spotlight Among large companies, the growth gap is wide,with products in the top 10% scaling at nearly3x the rate of their next-best peers in the 75thpercentile (Figure 4). That’s not a small edge. It’s The top 10% of enterprisesgrew nearly3x fasterthan the next best. But there’s good news for the lower percentileproducts looking to join their top-performingpeers: They have enterprise-scale brandawareness and budgets on their side, which they Take action:Grow like a top product Want to break into the top 10% of products? Here are a few steps you can taketo look beyond