Are you trying to launch an online site for customers? Did you know that on an average, 60% of users do not return to a site after their first visit?
In this research, we discover factors that predict whether first-time users return to MovieLens, our movie recommendation site. A model based on these factors successfully predicts 70% of returning users (and non-returning ones). Notably, the best single predictor of user return is the diversity of features explored in the user’s first session! Along the way, we develop a process and a metric for activity diversity — one that can be applied to any site or context. Interested in further details? Read on!