@Erik@JDCannonFirst, chess.com is an amazing website. You are doing a great job.
The site attractive to hobbyists, and I love that. Having over 100k players online at a time is a testament to that. Congratulations!I think you also have an opportunity to enhance long-term growth, and retention by finding ways to make it simple, easy and fun for beginners to get a foot hold in the game. If you can get them hooked, these players are future paying members. Also, making the site more appealing to new players should also increase retention of established hobbyists. I think you will find that you are more likely to retain an established hobbyist in the long run if they have a spouse, children, family member, or friend who also uses chess.com. It is a win for everyone. 1. Consider a "Beginners" area in the drop down menus. That would greatly simplify where a confused beginner should go. It could potentially include the same "Play" "Learn," and "Connect" sub menus, but be simpler and from a beginners perspective. 2. Consider a way to get brand new players started in Live Games without starting them with a 1200 Elo and having the negative experience of beginning their live game experience by losing a bunch of games in a row until their rating adjusts. That is very discouraging. Perhaps a brief initial placement assessment by answering a few questions and trying a few puzzles to establish a base rating? There must be a way to make this more positive. 3. Within the beginners area, consider an easier version of Puzzle Rush that targets new players. Only solving 0-8 puzzles in regular Puzzle Rush, makes new players may feel dumb and discouraged. A version where they can learn how to find simpler checks, captures, and threats with fewer pieces on the board, would allow them to experience some success. I don't recommend calling it a children's version though because many learners are not children, and that makes them feel dumb. I imagine that it would overlap with the current puzzle rush after the first 10 or 12 problems. The point is that it gives the beginner a way to learn basics while having a more positive experience, so they feel good about it, are excited, are looking forward to coming back to chess.com, and want to tell the friends about how great it is. 4. Consider a chess dictionary to help them through the endless amount of jargon in chess. That creates an additional barrier for new players: "loose pieces", "hanging piece", "miniature," "zwischenzug", "windmill." The list goes on forever. The easier it is to learn, the better. 5. I suspect that active premium chess.com members who have real life friends and family who are also active members, are much more likely to stay in the long run. From a marketing perspective, a great way to attract new players and improve the percentage of retained premium members could be to consider offering premium members a 2 or 3 month gold level trial membership with their annual membership. They can gift this membership to a family member or friend who is a potential new player. The point is to both to attract and retain more beginners and to improve retention of established players (especially paying members).
I hope something in this is helpful. Please keep in mind that nothing I have written here is in any way intended to be a criticism of what you have already done. You are doing a great job, and having an initial focus on attracting high-level players and established hobbyists was the exact right thing to do. jmho