Data Driven Growth

John Egan Growth Engineer @ Pinterest Where Do You Focus?

New user email campaign Social media contests

Paid app installs Share content to social media Advertising

Add invitations Build analytics dashboard Retargeting campaigns SEM Content marketing Improved invitation flow Get press coverage Improve new user experience flow Work with partners to get distribution Add more social features SEO

Email campaign to resurrect dormant users Improve signup conversion Push notifications Company blog Weekly engagement email

Blogger outreach Add more invitation prompts Growth Model

Monthly Active Users

New Users

Dormant Users Growth Model

Activation Monthly Active Users

Acquisition New Churn Users Resurrection

Churn Dormant Users 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.com Email: [email protected] Twitter: @jwegan_com