John EganGrowth Engineer @ Pinterest

Data Driven Growth

Where Do You Focus?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

Growth Model

New Users

Monthly Active Users

Dormant Users

Growth Model

New Users

Monthly Active Users

Dormant Users

Acquisition

Activation

Churn

Churn

Resurrection

Net MAU Graph

Activation is critical to growth

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

Original New User Experience

Improved New User Experience

Guided User Education

Funnels

Prioritize projects based on ROI

Due diligence is cheap, engineering is expensive

Shopkick’s Contact List Picker

Google Analytics Behavior Flow

Behavior Flow

Break down metrics until you can see what to do next

Segmented Experiment Analysis

Core: Active multiple times a week Casual: Active ~1 a week Marginal: Active <1 a week New: Joined in the past 28 days Dormant: Not active for 30 days Resurrected: Was dormant, but became active again in the past 28 days

Segmented Experiment Analysis

Marginal Users (~once a month)

Core Users (multiple times a week)

Old Signup Wall

Inspired Wall

John Egan

Blog: http://jwegan.comEmail: jwegan@gmail.comTwitter: @jwegan_com