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John Egan Growth Engineer @ Pinterest Data Driven Growth
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
