increasing daily user engagement in yelp
TRANSCRIPT
YELPER SCORE
Points Earned per activity
Rewards Earned this month - must be used within the month
Total Monthly Score
Cumulative Score creates feeling of attachment & loyalty - potential to do a leaderboard
Ordinary activities based on yelp features other than organic discovery search - used to introduce Yelpers to other features
Includes Visits & time on app to reduce gaming he system
MY YELPER SCOREJUNE
528528
Greyed out when done once this month
CREATING THE DAILY YELPa gamification and rewards program to
increase daily user engagement
THE AVERAGE YELPER TODAY
M T W T F S S
primary use: exploration i.e. searching for new restaurants, bars, shopping
• user engagement: around 1x per week, when users have a specific “discovery” need
• users often start on a different search engine & then end up on Yelp through links (inorganic)
OUR CHALLENGE
Create a loyalty program that inspires current Yelpers to use Yelp on a daily basis.
$focus on engagement (sessions)
not reviews or revenue
CONSTRAINTSNO significant product changes or feature additions
NO metrics on usage or frequency
LIMITED OPPORTUNITY for exploration & discovery during the average week with current app.
HOW MIGHT WE bring Yelp’s current users into the app more frequently without major product changes or
feature additions?
UNDERSTANDING THE AVERAGE YELP USER
DEMOGRAPHIC• Age 25 - 40• Urban • 54% earn > 70%K
income• Slightly skewed
women to men• Head of household • Tech savvy, engaged• Trendsetter, on
social media
WHAT THEY VALUE• Discounts/Free Stuff: free
drinks/meals; discounts on pricier services (hair, spa, salon, etc.)
• Convenience: comped delivery; no wait time
• Feeling Special: reservations & priority seating at restaurants; first to check out hottest new places
UNDERSTANDING THE BEST REWARDS & LOYALTY PROGRAMS
PROVEN• Earn points/currency to redeem
free stuff of your choice (customization)
• Free samples• Bonus days – e.g. 2x rewards• Tiered systems (Star Alliance
Gold; SPG Platinum)• Transparency to track• Surprise & delight elements
(Starbucks discount days)• Core loop understanding
SOLUTION: WEEKLY CADENCE FEATURE + BOLD BEAT1. Increase discovery opportunities. 2. Increase motivation to use Yelp’s
features beyond search for discovery.
YELP SECRET MENUCadence feature to create new emotional engagement
around discovery using surprise & delight tactics.
PROVEN BETTER NEW
- discovery- discounts/free stuff- flash sales- recommendations- exclusivity- time pressure with
exploding offer- secret menu
concept
- customization/personalization of discovery
- submitting secret password through search bar
YELP SECRET MENU
1x/week: Secret Menu
notification with secret code on user’s phone user opens
Yelp
Yelp discovery location, deal, & suggestion pop
up
user claims deal
user gets Yelp points for checking
Secret Menu
user uses deal at restaurant/bar within the
week
user types the secret code into the Yelp search bar
core loop
YELP SECRET MENU
New customized restaurant based on your search history
1x per week notification of a secret menu code
Recommendation of what to try - the “secret menu”
Must claim offer in time & before first 20 people
Use search bar to enter secret code
YELPER SCOREBold beat that gamifies engagement beyond exploration.
PROVEN BETTER NEW
- cumulative score- point system- linking rewards to
tiered scores- habit formation with
trigger, specific behavior, and rewards
- opportunity to surprise & delight highest overall scores
-
- transparency of obtaining points
- no explicit change in current behavior for user
- visual display of points- non-pushy marketing
- “rewards for doing what you already do”
- monthly refresh
YELPER SCORE
1st of month, user gets
notification that Yelper Activities have refreshed
user opens Yelp & goes to Yelper Points
page
user does the activity over the
month
user earns deals & rewards
user uses deals & rewards
user sees all activity that he
can do to obtain points
core loop
user earns points &
increases overall Yelper Score
YELPER SCORE
Points Earned per activity
Rewards Earned this month - must be used within the month
Total Monthly Score
Cumulative Score creates feeling of attachment & loyalty - potential to do a leaderboard
Ordinary activities based on yelp features other than organic discovery search - used to introduce Yelpers to other features
Includes Visits & time on app to reduce gaming he system
MY YELPER SCOREJUNE
528528
Greyed out when done once this month
WHY WILL THIS WORK?• Instantiate a more regular engagement flow with new interactive content on weekly &
monthly basis• Weekly through Yelp Secret Menu• Monthly & Daily through Yelper Score
• No dilution of valuable content -i.e. inventing review writing or rating• Premium users (Yelp Elite) retain status & aren’t downgraded
• Rewards in line with what target demographic values (size & content)• Introduction of new features to users is opportunity for more regular organic
interaction• Capitalizing on psychology of small wins & “earned” deals - keep users in the game
longer • Generally standard programs (deals + points) but with a single twist to each (secret
word + monthly refresh)• Transparency in process - user knows how to achieve “wins” • Yelper Score doesn’t require explicit change of normal behavior• Limited financial downside - only X number of rewards possible per month per user
THANK YOU!
APPENDIX
YELPER SCORE
• Make a Reservation• Check in to a Location• Order Delivery• Share Business Information
with a Friend• Search in Each Genre
• food, drink, coffee, delivery, hair, shopping, nail, gym, spa, laundry, etc.
• Use the Map Feature• Use the Nearby Feature• Use the Monocle Feature• Participate in Yelp Secret Menu• Make a Service Appointment• Total Yelp Searches• Daily Visits to App
Potential Measured & Rewarded Activity Opportunities