Optimizing the re-entry experience for returning users

The first interaction when users return is crucial. Whether it's a specific landing page, the main product interface, or your website, this experience can significantly impact whether dormant users will re-engage long-term.

Key points for optimizing the re-entry experience:

• Welcoming return: Acknowledge their comeback without being intrusive
• Highlight updates: Showcase new features or improvements
• Ease of access: Simplify logging back in or reactivating accounts
• Address concerns: Tackle common reasons for past disengagement
• Clear guidance: Provide obvious next steps or actions
• Available support: Offer easy access to help if needed

For example, ASOS's login screen embodies two key principles of effective re-entry: a welcoming return with a personal message, and ease of access through a pre-filled email field and straightforward sign-in process. Their approach focuses on removing friction while maintaining a professional, friendly tone.