John EganGrowth Engineer @ Pinterest

Data Driven Growth

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 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

John Egan @jwegan_com

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 @jwegan_com

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%. Anything less makes growth difficult because of a leaky bucket

John Egan @jwegan_com

Original New User Experience

John Egan @jwegan_com

Improved New User Experience

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Guided User Education

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Funnels

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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

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Google Analytics Behavior Flow

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Behavior Flow

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Break down metrics until you can see what to do next

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Segmented Experiment Analysis

John Egan @jwegan_com

Marginal Users (~once a month)

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Core Users (multiple times a week)

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Old Signup Wall

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Inspired Wall

John Egan @jwegan_com