John Egan
Growth Engineer @ Pinterest
Data Driven Growth
Growth Model
New
Users
Monthly Active Users
Dormant Users
John Egan @jwegan_com
Growth Model
New
Users
Monthly Active Users
Dormant Users
Acquisition
Activation
Churn
Churn
Resurrection
John Egan @jwega...
Net MAU Graph
John Egan @jwegan_com
Activation is everything
John Egan @jwegan_com
Retained MAUs
!
•The Metric: The percentage of new users that
are still using the app a month later

!
•The Goal: >25%. An...
Original New User Experience
John Egan @jwegan_com
Improved New User Experience
John Egan @jwegan_com
Guided User Education
John Egan @jwegan_com
Funnels
John Egan @jwegan_com
Prioritize projects based on ROI
John Egan @jwegan_com
Due diligence is cheap,
engineering is expensive
John Egan @jwegan_com
Shopkick’s Contact List Picker
John Egan @jwegan_com
Google Analytics Behavior Flow
John Egan @jwegan_com
Behavior Flow
John Egan @jwegan_com
Break down metrics until you can
see what to do next
John Egan @jwegan_com
Segmented Experiment Analysis
John Egan @jwegan_com
Marginal Users (~once a month)
John Egan @jwegan_com
Core Users (multiple times a week)
John Egan @jwegan_com
Old Signup Wall
John Egan @jwegan_com
Inspired Wall
John Egan @jwegan_com
[500DISTRO] Measuring for Engagement: Understanding User Gains, Losses & Levels of Interaction
[500DISTRO] Measuring for Engagement: Understanding User Gains, Losses & Levels of Interaction
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[500DISTRO] Measuring for Engagement: Understanding User Gains, Losses & Levels of Interaction

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John Egan, Growth Team Engineer, Pinterest

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

  1. 1. John Egan Growth Engineer @ Pinterest Data Driven Growth
  2. 2. 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 distribution SEO 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
  3. 3. Growth Model New Users Monthly Active Users Dormant Users John Egan @jwegan_com
  4. 4. Growth Model New Users Monthly Active Users Dormant Users Acquisition Activation Churn Churn Resurrection John Egan @jwegan_com
  5. 5. Net MAU Graph John Egan @jwegan_com
  6. 6. Activation is everything John Egan @jwegan_com
  7. 7. 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
  8. 8. Original New User Experience John Egan @jwegan_com
  9. 9. Improved New User Experience John Egan @jwegan_com
  10. 10. Guided User Education John Egan @jwegan_com
  11. 11. Funnels John Egan @jwegan_com
  12. 12. Prioritize projects based on ROI John Egan @jwegan_com
  13. 13. Due diligence is cheap, engineering is expensive John Egan @jwegan_com
  14. 14. Shopkick’s Contact List Picker John Egan @jwegan_com
  15. 15. Google Analytics Behavior Flow John Egan @jwegan_com
  16. 16. Behavior Flow John Egan @jwegan_com
  17. 17. Break down metrics until you can see what to do next John Egan @jwegan_com
  18. 18. Segmented Experiment Analysis John Egan @jwegan_com
  19. 19. Marginal Users (~once a month) John Egan @jwegan_com
  20. 20. Core Users (multiple times a week) John Egan @jwegan_com
  21. 21. Old Signup Wall John Egan @jwegan_com
  22. 22. Inspired Wall John Egan @jwegan_com

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