Activation: From thinking to tweaking it, how we do it at Spotify

From thinking to tweaking, how do we do it at Spotify #Activation

GrowthHacking meetup #16Wed, 27th of May, 2015

This is us.

Aurélie de Sainte PreuveCharlotte Andersson

60 millions monthly active users15 millions subscribers58 markets2 billion USD payback to the music industry

This is Spotify.

funnel

sign-up

sign-in

partnership

28 days

premium

free

markets

word of mouth

ACQUISITION

ACTIVATION

engagementtrial

registration

innovationsubscription

subscription

CONVERSION

RETENTION

payment providercheck-out

referral

This is Growth.

revenue

Engagement

This is Activation.

How we do things.

Data

Data

qualitative and quantitative information that fuel product improvements.

What does this mean?!

Insights

Insights

the interpretation of the data.

Beliefs

Bets

We should [insert bet here]

We should create a mobile free tier

We should rebuild our sign up flow

We should launch podcasts

We should go for this high-level product idea

From data we derive insights that create

beliefs. Based on our beliefs, we form bets.

Think it. Build it. Ship it. Tweak it.


‣create hypotheses

‣define metrics

‣prototype

#1: nail product vision

#1: nail product vision

#2: create prototypes we believe in


MVPMinimum Viable Product

‣moving metrics

‣moving fast

MVEMinimum Viable Experiment


Did we change the user behaviour in the way we desired?

Did we move the metrics we defined?


Think it. Build it. Ship it. Tweak it.Bet it.

Let’s get concrete.

148 minThat’s how long the average cross-platform users spends

listening, dancing or singing along to Spotify every day.

Spotify internal data, global free, January 2015

The challenge.

How do we get users to be more engaged?

Reminder of where to begin.


Reminder of where to begin.


What happens when you sign-up?


What is the communication plan?

Sign-up Take the trial

Welcome email Premium push during trial

Become Premium


What can we improve?


We should teach users how to get started with Spotify, because

we believe a user should experience to learn,

we also believe that engagement drives conversion.


What’s the bet?


We can increase engagement by guiding users through the app on day 1.

Think it. Build it. Ship it. Tweak it.Explore.

What are we going to do?


What are our user goals?


I understand the product.

I create my own experience.

I know the difference between free and premium.


What are the key metrics to measure success?


1. AAR metricMAU, play on day one, trial uptake

2. Feature uptakeSaved songs


What did we decide to build?


In-app tutorial


SLIDE LEFT TO RIGHT TO BROWSE MUSIC


TAP HERE TO PLAY

SLIDE UP AND DOWN TO VIEW MORE CONTENT

TAP HERE TO GO THROUGH THE CURRENT PLAYLIST


Improve welcome email.


In-app Emails

Premium Up-sell

Story 1 I M A G E & T E X T

Content C U R A T E D & S O C I A L

Story 2 I M A G E & T E X T

Content C U R A T E D & S O C I A L

Intro W E S T A R T W I T H A S O N G

Show. I M A G E O R A N I M A T E D G I F

Teach. E L E V A T O R P I T C H O F F E A T U R E

Content. L O C A L I S E D A N D R E L E V A N T

Premium Up-sell

CTA




TAP HERE TO PLAY

SLIDE UP AND DOWN TO VIEW MORE CONTENT

TAP HERE TO GO THROUGH THE CURRENT PLAYLIST

Let’s build.


Define MVP or MVE!


In app, we want to prove that the user follows our guidance.

On emails, we want to know that the users understand what we teach.


Welcome Shuffle play Browse top lists Save an album

EMAI

L

Shuffle play

Now playing bar

Follow playlist

Save album

Now playing save

IN-A

PPThink it. Build it. Ship it. Tweak it.Bet it.

What would the MVE look like for the in-app tutorial?



What about the emails?


Teach Inspire


Let’s ship and measure.


How do we test?


Group A Group B Control


What are the results?


1. AAR metric MAUPlay on day one Trial uptake STABLE

2. Feature uptakeSaved songs

When it comes to emails, the results where not as satisfying


What do we do next?


In-app tutorial. Teach emails.Tweak itThink it.


Let’s tweak and roll-out.


Apply to other features and need on the app.


Thank you.

Activation: From thinking to tweaking it, how we do it at Spotify

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