[500distro] measuring for engagement: understanding user gains, losses & levels of interaction
Post on 23-Aug-2014
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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
Shopkick’s 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
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