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

23
John Egan Growth Engineer @ Pinterest Data Driven Growth

TAGS:

description

John Egan, Growth Team Engineer, Pinterest

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

Page 1: [500DISTRO] Measuring for Engagement: Understanding User Gains, Losses & Levels of Interaction

John EganGrowth Engineer @ Pinterest

Data Driven Growth

Page 2: [500DISTRO] Measuring for Engagement: Understanding User Gains, Losses & Levels of Interaction

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

Page 3: [500DISTRO] Measuring for Engagement: Understanding User Gains, Losses & Levels of Interaction

Growth Model

New Users

Monthly Active Users

Dormant Users

John Egan @jwegan_com

Page 4: [500DISTRO] Measuring for Engagement: Understanding User Gains, Losses & Levels of Interaction

Growth Model

New Users

Monthly Active Users

Dormant Users

Acquisition

Activation

Churn

Churn

Resurrection

John Egan @jwegan_com

Page 5: [500DISTRO] Measuring for Engagement: Understanding User Gains, Losses & Levels of Interaction

Net MAU Graph

John Egan @jwegan_com

Page 6: [500DISTRO] Measuring for Engagement: Understanding User Gains, Losses & Levels of Interaction

Activation is everything

John Egan @jwegan_com

Page 7: [500DISTRO] Measuring for Engagement: Understanding User Gains, Losses & Levels of Interaction

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

Page 8: [500DISTRO] Measuring for Engagement: Understanding User Gains, Losses & Levels of Interaction

Original New User Experience

John Egan @jwegan_com

Page 9: [500DISTRO] Measuring for Engagement: Understanding User Gains, Losses & Levels of Interaction

Improved New User Experience

John Egan @jwegan_com

Page 10: [500DISTRO] Measuring for Engagement: Understanding User Gains, Losses & Levels of Interaction

Guided User Education

John Egan @jwegan_com

Page 11: [500DISTRO] Measuring for Engagement: Understanding User Gains, Losses & Levels of Interaction

Funnels

John Egan @jwegan_com

Page 12: [500DISTRO] Measuring for Engagement: Understanding User Gains, Losses & Levels of Interaction

Prioritize projects based on ROI

John Egan @jwegan_com

Page 13: [500DISTRO] Measuring for Engagement: Understanding User Gains, Losses & Levels of Interaction

Due diligence is cheap, engineering is expensive

John Egan @jwegan_com

Page 14: [500DISTRO] Measuring for Engagement: Understanding User Gains, Losses & Levels of Interaction

Shopkick’s Contact List Picker

John Egan @jwegan_com

Page 15: [500DISTRO] Measuring for Engagement: Understanding User Gains, Losses & Levels of Interaction

Google Analytics Behavior Flow

John Egan @jwegan_com

Page 16: [500DISTRO] Measuring for Engagement: Understanding User Gains, Losses & Levels of Interaction

Behavior Flow

John Egan @jwegan_com

Page 17: [500DISTRO] Measuring for Engagement: Understanding User Gains, Losses & Levels of Interaction

Break down metrics until you can see what to do next

John Egan @jwegan_com

Page 18: [500DISTRO] Measuring for Engagement: Understanding User Gains, Losses & Levels of Interaction

Segmented Experiment Analysis

John Egan @jwegan_com

Page 19: [500DISTRO] Measuring for Engagement: Understanding User Gains, Losses & Levels of Interaction

Marginal Users (~once a month)

John Egan @jwegan_com

Page 20: [500DISTRO] Measuring for Engagement: Understanding User Gains, Losses & Levels of Interaction

Core Users (multiple times a week)

John Egan @jwegan_com

Page 21: [500DISTRO] Measuring for Engagement: Understanding User Gains, Losses & Levels of Interaction

Old Signup Wall

John Egan @jwegan_com

Page 22: [500DISTRO] Measuring for Engagement: Understanding User Gains, Losses & Levels of Interaction

Inspired Wall

John Egan @jwegan_com

Page 23: [500DISTRO] Measuring for Engagement: Understanding User Gains, Losses & Levels of Interaction