Communications strategy
Context
As we were transforming our internal tool into a public facing product, one of our main success metrics was monthly active users. Data Science identified that we had a huge pool of inactive users that was affecting us reaching our monthly active users goal. I hypothesised that it was due to the complicated communications and flow during the set-up journey. Together with my Data Scientist and Engineer, we verified that this was the issue, as ~52% of our users did not complete the set-up flow.
Solution
Create communications that targeted our inactive users to get them to complete their set-up and use the tool
What I did
I audited the entire experience using a service blueprint, developed a communications strategy and rewrote the email communications.
Impact
+40% click-through rate, +14% conversion rate to active and +9% conversion rate to full set-up
Opportunity
My Data Scientist, Engineer and I identified that at least half of the users who came to our site dropped off at different parts of the journey. When we further dug into the data, we realised that the users were also at various stages of the set-up incompletion.
Auditing the experience
I had initially planned to map out all the content in the experience as part of a communication touchpoint audit. However as content was everywhere, this became a full-scale service blueprint.
After mapping this out, I identified that the set-up flow from communication to product was broken. We validated this in research, as many users got lost after signing up for the product and just gave up.
It was not just the flow that was broken, but the communications we sent out as well. Through my audit, I found that the emails:
lacked information hierarchy
the set-up instructions were in a separate 30-page pdf that had to be downloaded
did not lead users to the product
Strategy
Based on the data, I developed a communications strategy to re-engage the different segments of users. The content for each were structured based on business, user needs and where they were along the journey.
Email redesign
I read through the 30 page set-up document that was sent to users previously and realised that there were just 2 simple steps for them to do. Most of the document were screenshots guiding the users on how to get to the different pages to complete those steps. We brought this into the email with direct links to those different pages instead.
The email was restructured to highlight the value proposition of the product up front. Once they understood the benefit, we took them through a simple 2 step set-up process and added a link for them to head to the tool straightaway. And of course, we gave users a way to contact us if they still needed help.
Future plans
Monitior the metrics of the emails sent and iterate the communications strategy