Understanding user activation.
Understanding user activation.
Data led approach in understanding activation patterns in new users
Data led approach in understanding activation patterns in new users
Goal: Increase user activation
After seeing a decline in MoM growth from Free to Pro account, we wanted to understand the cause and how we could turn things around.
After seeing a decline in MoM growth from Free to Pro account, we wanted to understand the cause and how we could turn things around.
Looking for patterns
Looking for patterns
The first thing we wanted to understand was the data behind users who do activate & users who upgrade. I started to dig into the data and saw some clear patterns emerging.
The first thing we wanted to understand was the data behind users who do activate & users who upgrade. I started to dig into the data and saw some clear patterns emerging.
Posting to multiple accounts was a key factor. This was backed up by our jobs-to-be-done research, where we found people signed up to Buffer to save time managing their social media channels.
Posting to multiple accounts was a key factor. This was backed up by our jobs-to-be-done research, where we found people signed up to Buffer to save time managing their social media channels.
We found that connecting 3 social accounts and installing the browser extension were key activation events.
We found that connecting 3 social accounts and installing the browser extension were key activation events.
Improving our onboarding
Improving our onboarding
Now we knew our 2 key activation events it was time to get to work on a new onboarding flow that encouraged these 2 actions.
Now we knew our 2 key activation events it was time to get to work on a new onboarding flow that encouraged these 2 actions.
More work
More work
