[500DISTRO] Measuring for Engagement: Understanding User Gains, Losses & Levels of Interaction

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Post on 21-Apr-2017

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  • John EganGrowth Engineer @ Pinterest

    Data Driven Growth

  • Where Do You Start?New user email campaign

    Improved invitation flow

    Add more invitation prompts

    Share content to social media

    Work with partners to get distributionSEO

    Advertising

    SEM

    Improve signup conversion

    Content marketing

    Improve new user experience flow

    Email campaign to resurrect dormant users

    Retargeting campaigns

    Social media contests

    Paid app installs

    Weekly engagement emailCompany blog

    Blogger outreach

    Add invitations

    Get press coverage

    Add more social features

    Push notifications

    Build analytics dashboard

    John Egan @jwegan_com

  • Growth Model

    New Users

    Monthly Active Users

    Dormant Users

    John Egan @jwegan_com

  • Growth Model

    New Users

    Monthly Active Users

    Dormant Users

    Acquisition

    Activation

    Churn

    Churn

    Resurrection

    John Egan @jwegan_com

  • Net MAU Graph

    John Egan @jwegan_com

  • Activation is everything

    John Egan @jwegan_com

  • Retained MAUs!

    The Metric: The percentage of new users that are still using the app a month later

    !

    The Goal: >25%. Anything less makes growth difficult because of a leaky bucket

    John Egan @jwegan_com

  • Original New User Experience

    John Egan @jwegan_com

  • Improved New User Experience

    John Egan @jwegan_com

  • Guided User Education

    John Egan @jwegan_com

  • Funnels

    John Egan @jwegan_com

  • Prioritize projects based on ROI

    John Egan @jwegan_com

  • Due diligence is cheap, engineering is expensive

    John Egan @jwegan_com

  • Shopkicks Contact List Picker

    John Egan @jwegan_com

  • Google Analytics Behavior Flow

    John Egan @jwegan_com

  • Behavior Flow

    John Egan @jwegan_com

  • Break down metrics until you can see what to do next

    John Egan @jwegan_com

  • Segmented Experiment Analysis

    John Egan @jwegan_com

  • Marginal Users (~once a month)

    John Egan @jwegan_com

  • Core Users (multiple times a week)

    John Egan @jwegan_com

  • Old Signup Wall

    John Egan @jwegan_com

  • Inspired Wall

    John Egan @jwegan_com