Localytics ENGAGE - No-Fail Strategies for Activating & Onboarding your Users
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The document outlines strategies for effectively activating and onboarding users, emphasizing the importance of prioritizing customer needs, tracking metrics, and adapting tactics. Key concepts include minimizing onboarding friction, utilizing a customer-first approach, and ensuring the activation moment is clearly defined. The presentation encourages continuous testing and iteration to enhance user engagement and retention.
![• “Our hardcore users love it, we just need to make more amazing
features in 2.0.”
– Product Manager
• “The UX isn’t good enough. We need a redesign”
– Designer
• “We need to change our buttons to orange”, “Lifecycle email”, “Push"
– Reads Lots of Blogs
• “I wish you had [one feature] that [competitor] has”
– Customer
Andrew Chen
What to work on?](https://image.slidesharecdn.com/130pmrestivohillman-151117162105-lva1-app6892/85/Localytics-ENGAGE-No-Fail-Strategies-for-Activating-Onboarding-your-Users-14-320.jpg)
Localytics ENGAGE - No-Fail Strategies for Activating & Onboarding your Users
- 1. No-Fail Strategies for Activating & Onboarding your Hard Won Users Matt Restivo, Director of Product Management, NHL Thomas Hillman, Mobile & Social Marketing Manager, Zipcar
- 2. No Fail Strategies for Activating and Onboarding Your Hard Won Users Matt Restivo, Product & Growth at MLBAM
- 3. 1. Goals & Market 2. Customer First 3. Track Everything 4. Be Nimble Agenda
- 4. • Business Goals – Direct to Consumer – Logins – Retention • True North – MAU + In App Purchase Users – Weekly Posts / User – # of Files What problem are we solving?
- 5. Users Core Users Users What piece of the market?
- 6. Users Core Users Active Users Uniques What piece of the market?
- 7. Users Core Users Active Users Casual Users Uniques What piece of the market?
- 8. Users Channel Uniques Core Users Active Users Casual Users What piece of the market?
- 9. Users Core Users Active Users Casual Users Uniques What piece of the market?
- 10. • Don’t Force Onboarding – User from Invite – User from Deeplink – This is a secondary bullet • 3 CTAs Max – Don’t Overwhelm • Think about Side Doors – LinkedIn Profile Pages Think Customer First
- 11. • Push Explanation – +11% Opt In • Analyze Each Step • Mindful of Business Goals Annoying Tactics
- 12. • Analytics – Think Extremely Deeply – Launch Product – People Activate – What about them? • Find This Moment – As fast as possible – As frequently as possible Track Everything
- 13. • Multiple Onboardings – Feature Flags – Develop in parallel • Don’t Change Colors – Small is OK for massive scale – Bigger is better Be Nimble
- 14. • “Our hardcore users love it, we just need to make more amazing features in 2.0.” – Product Manager • “The UX isn’t good enough. We need a redesign” – Designer • “We need to change our buttons to orange”, “Lifecycle email”, “Push" – Reads Lots of Blogs • “I wish you had [one feature] that [competitor] has” – Customer Andrew Chen What to work on?
- 15. What to work on?
- 16. THANK YOU
- 17. No-Fail Strategies for Activating and Onboarding Your Hard Won Users Tom Hillman, Mobile & Social Marketing Manager – Zipcar International
- 18. Hi!
- 19. • What is activation? • The ah! moment • Guiding users there • Completing the loop Agenda
- 20. • Not necessarily the initial conversion • A need to define your own • Think LTV, not initial transaction value What is activation? Conversion Install Retention Evangelism Engagement Awareness $
- 21. The ah! moment Retention & Evangelism $ Conversion
- 23. • When less than 10% of new users Ah!activating • You can’t force actions… • But you can guide behaviour Getting users there
- 24. = 25%CVR (& learnt behaviour)
- 25. • What are we missing? • Where else can we test? • What should we remember? Complete the loop TEST LEARN ITERATE
- 26. THANK YOU thillman@zipcar.co.uk // @wholenewwworld