Kasia Mikoluk (GM, Growth at Varo - online banking), Christopher Ruiz (Director of Product Management at Rakuten Rewards - cashback app) and Bailey Schroeder (Senior Product Manager at Turo - P2P car rental app) share success stories of mobile growth, the challenges and recommendations for onboarding, retention metrics and more.
Something that really unlocked growth for Varo is creating a way to sign up on mobile web. It performed better than directing people to the app stores from Day 1 of launching it. [Varo]
At the end of the registration on web users now get a little tour of the app. They are experimenting with different formats and it has been very successful. [Varo]
After observing that on the web users were converting (purchasing) more on Sundays and Mondays, they ran cashback promotions (increased cashback rates) on these days in the app as well. They saw huge spikes of downloads on these days. [Rakuten Rewards]
Looked at partnerships that would allow to get cashback to people quickly. They partnered with Lyft to provide $1 cashback each time users were riding with Lyft. That repeat offer got millennials in the door and then they tried to transition them to retail cashback. [Rakuten Rewards]
Built an engagement and churn model with ML/AI team that looks at over 100 features (depositing, transacting, frequency, amount, balance, etc.) and predicts how likely a user is to return and assigns a value to each user. [Varo]
Product team has to sit with customer service for at least 4 days when onboarding in order to know how to properly grow the product. [Rakuten Rewards]
Test more at the top of the funnel where you have the most users, optimize for that and then gradually move down the funnel. [Varo]
Something that really unlocked growth for Varo is creating a way to sign up on mobile web. It performed better than directing people to the app stores from Day 1 of launching it. [Varo]
At the end of the registration on web users now get a little tour of the app. They are experimenting with different formats and it has been very successful. [Varo]
After observing that on the web users were converting (purchasing) more on Sundays and Mondays, they ran cashback promotions (increased cashback rates) on these days in the app as well. They saw huge spikes of downloads on these days. [Rakuten Rewards]
Looked at partnerships that would allow to get cashback to people quickly. They partnered with Lyft to provide $1 cashback each time users were riding with Lyft. That repeat offer got millennials in the door and then they tried to transition them to retail cashback. [Rakuten Rewards]
Built an engagement and churn model with ML/AI team that looks at over 100 features (depositing, transacting, frequency, amount, balance, etc.) and predicts how likely a user is to return and assigns a value to each user. [Varo]
Product team has to sit with customer service for at least 4 days when onboarding in order to know how to properly grow the product. [Rakuten Rewards]
Test more at the top of the funnel where you have the most users, optimize for that and then gradually move down the funnel. [Varo]
Something that really unlocked growth for Varo is creating a way to sign up on mobile web. It performed better than directing people to the app stores from Day 1 of launching it. [Varo]
At the end of the registration on web users now get a little tour of the app. They are experimenting with different formats and it has been very successful. [Varo]
After observing that on the web users were converting (purchasing) more on Sundays and Mondays, they ran cashback promotions (increased cashback rates) on these days in the app as well. They saw huge spikes of downloads on these days. [Rakuten Rewards]
Looked at partnerships that would allow to get cashback to people quickly. They partnered with Lyft to provide $1 cashback each time users were riding with Lyft. That repeat offer got millennials in the door and then they tried to transition them to retail cashback. [Rakuten Rewards]
Built an engagement and churn model with ML/AI team that looks at over 100 features (depositing, transacting, frequency, amount, balance, etc.) and predicts how likely a user is to return and assigns a value to each user. [Varo]
Product team has to sit with customer service for at least 4 days when onboarding in order to know how to properly grow the product. [Rakuten Rewards]
Test more at the top of the funnel where you have the most users, optimize for that and then gradually move down the funnel. [Varo]
Notes for this resource are currently being transferred and will be available soon.
Kasia (Varo)
Christopher (Rakuten Rewards)
Bailey (Turo)
Kasia (Varo)
Christopher (Rakuten Rewards)
Bailey (Turo)
Kasia (Varo)
Christopher (Rakuten Rewards)
Christopher (Rakuten Rewards)
Kasia (Varo)
Bailey (Turo)
Bailey (Turo)
Kasia (Varo)
Christopher (Rakuten Rewards)
Kasia (Varo)
Bailey (Turo)
Highest performing acquisition channels
Kasia (Varo)
Christopher (Rakuten Rewards)
Bailey (Turo)
Kasia (Varo)
Christopher (Rakuten Rewards)
Bailey (Turo)
Kasia (Varo)
Christopher (Rakuten Rewards)
Christopher (Rakuten Rewards)
Kasia (Varo)
Bailey (Turo)
Bailey (Turo)
Kasia (Varo)
Christopher (Rakuten Rewards)
Kasia (Varo)
Bailey (Turo)
Highest performing acquisition channels
Kasia (Varo)
Christopher (Rakuten Rewards)
Bailey (Turo)
Kasia (Varo)
Christopher (Rakuten Rewards)
Bailey (Turo)
Kasia (Varo)
Christopher (Rakuten Rewards)
Christopher (Rakuten Rewards)
Kasia (Varo)
Bailey (Turo)
Bailey (Turo)
Kasia (Varo)
Christopher (Rakuten Rewards)
Kasia (Varo)
Bailey (Turo)
Highest performing acquisition channels