👤 Part 1: User Engagement
Data is Engagement Fuel
The foundation laid during onboarding pays out for the life of the user.
A byproduct of engagement
Section titled “A byproduct of engagement”As users interact with the platform, their engagement generates data. This data is the critical fuel that drives ongoing and future engagement, providing the insights that let you improve conversion events and continuously generate more value.
In the context of the Digital Value Loop, the data generated from each user interaction (clicks, navigation, conversions) acts as feedback that shows where users find value and where they abandon. It lets you identify successful conversion events (actions leading to further, future engagement) and remove friction from the user lifecycle, increasing the share of users who pass each stage.
The runway is where this fuel line gets connected. Registration creates the persistent identity, and the onboarding flow creates the first deliberate opportunities to collect signal you can act on.
Behavioural data
Section titled “Behavioural data”One important type is behavioural data, which can be analysed to improve the user experience and tailor the value you offer.
One example from our own product: we identified a behaviour common among long-term users. They took 3 specific actions to customise their experience while in the Digital Value Loop phase. We made those 3 actions part of the onboarding process, and after 3 months we saw an increase in long-term users.
We intentionally guided new users into exhibiting a behaviour we already knew predicted retention, and it worked.
Personalisation
Section titled “Personalisation”Data also enables better personalisation, which leads to more enjoyable experiences and therefore more future engagement.
It underpins segmentation and targeted communication too: push notifications, email, in-app messages. These are essential for re-engaging users and preventing abandonment once someone has been inactive for a while, and none of them are possible without the identity and consent foundations laid here on the runway.
For the broader picture of data as a compounding business asset, see Byproducts: Data.