Recognizing that growth extends beyond mere acquisition, I've effectively activated acquired users through a multifaceted approach encompassing marketing and product strategies. Understanding that Customer Acquisition Cost (CAC) is pivotal in evaluating growth, I've strategically focused on user activation, recognizing its direct impact on CAC optimization.
My initial step involved conducting a comprehensive survey among inactive users to discover the primary obstacles inhibiting activation. This data-driven approach provided invaluable insights into the root causes of activation barriers.
Some blockers were marketing or product-related, so we explored these channels to solve the problems and increase the activation rate.
In my next step, I identified several segments in the activation part of the funnel
Finally, I set up automated journeys on Customer IO sent to users in different buckets to nudge them to take specific actions like KYC and initial funding. The messaging was informed by the results of the survey.
In addressing activation barriers stemming from product-related issues, I conducted thorough research to identify key areas for improvement. Subsequently, I formulated and presented actionable recommendations to revitalise the onboarding process. Collaborating closely with the product team, I facilitated the implementation of these recommendations, ensuring alignment with overarching growth objectives and fostering a seamless user experience.
<aside> 💡 These collaborative efforts with the team increased the new user activation rate by ~9% and reduced CAC by ~83%
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