localytics engage - no-fail strategies for activating & onboarding your users
TRANSCRIPT
PowerPoint Presentation
No-Fail Strategies for Activating & Onboarding your Hard Won Users
Matt Restivo, Director of Product Management, NHLThomas Hillman, Mobile & Social Marketing Manager, Zipcar
No Fail Strategies for Activating and Onboarding Your Hard Won UsersMatt Restivo, Product & Growth at MLBAM
Goals & MarketCustomer FirstTrack EverythingBe NimbleAgenda
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Business GoalsDirect to ConsumerLoginsRetention
True NorthMAU + In App Purchase UsersWeekly Posts / User# of FilesWhat problem are we solving?
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What piece of the market?
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What piece of the market?
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What piece of the market?
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What piece of the market?
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What piece of the market?
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Dont Force OnboardingUser from InviteUser from DeeplinkThis is a secondary bullet
3 CTAs MaxDont Overwhelm
Think about Side DoorsLinkedIn Profile Pages
Think Customer First
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Push Explanation+11% Opt In
Analyze Each Step
Mindful of Business GoalsAnnoying Tactics
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AnalyticsThink Extremely DeeplyLaunch ProductPeople ActivateWhat about them?
Find This MomentAs fast as possibleAs frequently as possibleTrack Everything
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Multiple OnboardingsFeature FlagsDevelop in parallel
Dont Change ColorsSmall is OK for massive scaleBigger is betterBe Nimble
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Our hardcore users love it, we just need to make more amazing features in 2.0.Product Manager
The UX isnt good enough. We need a redesignDesigner
We need to change our buttons to orange, Lifecycle email, Push"Reads Lots of Blogs
I wish you had [one feature] that [competitor] hasCustomer
Andrew ChenWhat to work on?
What to work on?
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THANK YOU
No-Fail Strategies for Activating and Onboarding Your Hard Won UsersTom Hillman, Mobile & Social Marketing Manager Zipcar International
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Hi!
What is activation?The ah! momentGuiding users thereCompleting the loop
Agenda
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Not necessarily the initial conversion
A need to define your own
Think LTV, not initial transaction valueWhat is activation? ConversionInstall
Retention Evangelism EngagementAwareness $
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The ah! moment
Retention & Evangelism$
Conversion
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= 2xAh!ctivationRetention
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When less than 10% of new users Ah!activating
You cant force actions
But you can guide behaviourGetting users there
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= 25% CVR (& learnt behaviour)
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What are we missing?
Where else can we test?
What should we remember?Complete the loop
TESTLEARNITERATE
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THANK [email protected] // @wholenewwworld