At a Glance: See how the Product team boosted engagement on a specific event by 1.5× using Feature Adoption and User Journey insights.
Background
Babyname app suggests baby names to soon to-be parents based on filters like origin, alphabetical, athletes, celebrities, and more. Users simply have to swipe the name cards right/left to like/dislike the names, just like Tinder.
Use Case
Focusing on the Indian market, the app studio saw an increase in user churn and would like to improve engagement to ensure that users are swiping the name cards after downloading the app.
How-to
App Studio took a "ADAC" approach by using Feature Adoption and User Journey to analyse and strategies action plans.
Analyse - Deep Dive - Action - Confirmation
1. Run report in Feature Adoption to analyse the performance on "swipe" event for a specific cohort
2. Sort the report A-Z to filter users who did not swipe "swipe = 0". Deep dive into each user ID by going to its User Journey
3. Analyse the User Journey to spot common events before user churn
Example:
Upon analysing individual user journeys, the common event for "app_remove" was "view_subscriptions".
Next Step
With the identified main cause, app studio then setup an A/B Remote Config to validate if removing of subscription page will increase the engagement for "swipe".
Results Confirmation
With the new remote config, Variant A saw a higher engagement in swipes at 65.12%.
When analysing by "First Open", it records a 1.7X increase within 3 days.
By combining Feature Adoption and User Journey, app studio can execute data-driven strategies to increase positive growth.