Without any further ado, a highly engaged user is defined as someone who regularly receives value from your product.
There are 2 main elements to this definition that are worth exploring:
- the value users find in your product, and
- the frequency with which they use it
A. The value refers to the actions performed by the users (inside or outside the app) which deliver what you promised them.
What do I mean by inside or outside your app?
Well, there are 2 types of businesses:
1. The first kind are the businesses whose value lies inside the product. Take the case of Slack - an internal communication tool for companies.
The users receive value when they access the app and communicate with their teammates. The more they talk via this app, the more they are engaged with it.
2. The second type are businesses such as Zapier, which connect various apps to each other by using APIs. It’s enough to enter this product once, make the set-up, and then the value users receive is actually outside the platform.
In this case, a highly engaged user is one who benefits of as many connections as possible out of the ones that are available on the platform.
In fact, with products such as Zapier it is very likely that users are highly engaged even if they rarely ever enter this app, due to the set-up they have.
B. The frequency is the second element of the definition. Here we are interested in how often people receive value from your product.
Naturally, the frequency differs from one product to another.
With products such as Slack, you would expect people to use it a few times a day in order to communicate with their colleagues. With the ones such as Zapier, it’s enough for users to access them once every few days or weeks or even months, according to their need to create new integrations.