Splash Page A/B Testing - Snowplow · 2017-04-25 · Splash Page Iteration #2 no impact to...
Transcript of Splash Page A/B Testing - Snowplow · 2017-04-25 · Splash Page Iteration #2 no impact to...
![Page 1: Splash Page A/B Testing - Snowplow · 2017-04-25 · Splash Page Iteration #2 no impact to contributions +140% Increase in Download the App + Open in App no impact to mobile web +20%](https://reader033.fdocuments.us/reader033/viewer/2022042809/5f8cab5148f47e6c91326a93/html5/thumbnails/1.jpg)
Splash Page A/B TestingOct 6, 2015
![Page 2: Splash Page A/B Testing - Snowplow · 2017-04-25 · Splash Page Iteration #2 no impact to contributions +140% Increase in Download the App + Open in App no impact to mobile web +20%](https://reader033.fdocuments.us/reader033/viewer/2022042809/5f8cab5148f47e6c91326a93/html5/thumbnails/2.jpg)
![Page 3: Splash Page A/B Testing - Snowplow · 2017-04-25 · Splash Page Iteration #2 no impact to contributions +140% Increase in Download the App + Open in App no impact to mobile web +20%](https://reader033.fdocuments.us/reader033/viewer/2022042809/5f8cab5148f47e6c91326a93/html5/thumbnails/3.jpg)
What is Tilt?
Tilt is the easiest way to collect money from a group.
![Page 4: Splash Page A/B Testing - Snowplow · 2017-04-25 · Splash Page Iteration #2 no impact to contributions +140% Increase in Download the App + Open in App no impact to mobile web +20%](https://reader033.fdocuments.us/reader033/viewer/2022042809/5f8cab5148f47e6c91326a93/html5/thumbnails/4.jpg)
Who uses Tilt?
![Page 5: Splash Page A/B Testing - Snowplow · 2017-04-25 · Splash Page Iteration #2 no impact to contributions +140% Increase in Download the App + Open in App no impact to mobile web +20%](https://reader033.fdocuments.us/reader033/viewer/2022042809/5f8cab5148f47e6c91326a93/html5/thumbnails/5.jpg)
What are they doing on Tilt?
![Page 6: Splash Page A/B Testing - Snowplow · 2017-04-25 · Splash Page Iteration #2 no impact to contributions +140% Increase in Download the App + Open in App no impact to mobile web +20%](https://reader033.fdocuments.us/reader033/viewer/2022042809/5f8cab5148f47e6c91326a93/html5/thumbnails/6.jpg)
The importance of mobile
organizers become repeat organizers
+Retentioncontributors convert
to organizers
+Virality
![Page 7: Splash Page A/B Testing - Snowplow · 2017-04-25 · Splash Page Iteration #2 no impact to contributions +140% Increase in Download the App + Open in App no impact to mobile web +20%](https://reader033.fdocuments.us/reader033/viewer/2022042809/5f8cab5148f47e6c91326a93/html5/thumbnails/7.jpg)
Big driver of Installs - Splash Page
● Introduced the splash page as an experiment
● Automatic re-direct into the app
● Huge spike in installs +40%, minimal impact to contributions
● Started iterating
● Results compound with traffic!
![Page 8: Splash Page A/B Testing - Snowplow · 2017-04-25 · Splash Page Iteration #2 no impact to contributions +140% Increase in Download the App + Open in App no impact to mobile web +20%](https://reader033.fdocuments.us/reader033/viewer/2022042809/5f8cab5148f47e6c91326a93/html5/thumbnails/8.jpg)
Splash Page Iteration #1
Iteration #1
● Hypothesis: personalization increases conversion
+20%
-16%
“Download the App”
“Continue to Mobile Web
no impact to contributions
![Page 9: Splash Page A/B Testing - Snowplow · 2017-04-25 · Splash Page Iteration #2 no impact to contributions +140% Increase in Download the App + Open in App no impact to mobile web +20%](https://reader033.fdocuments.us/reader033/viewer/2022042809/5f8cab5148f47e6c91326a93/html5/thumbnails/9.jpg)
Splash Page Iteration #2
no impact to contributions
+140%
Increase in Download the App + Open in App
no impact to mobile web
+20% in Mobile DAUs
Iteration #2
● Hypothesis: We were splash existing app users
![Page 10: Splash Page A/B Testing - Snowplow · 2017-04-25 · Splash Page Iteration #2 no impact to contributions +140% Increase in Download the App + Open in App no impact to mobile web +20%](https://reader033.fdocuments.us/reader033/viewer/2022042809/5f8cab5148f47e6c91326a93/html5/thumbnails/10.jpg)
What we couldn’t measure
● What happened once they got into the app?
● How did new vs. existing users behave?
● College Users vs. Non College?
![Page 11: Splash Page A/B Testing - Snowplow · 2017-04-25 · Splash Page Iteration #2 no impact to contributions +140% Increase in Download the App + Open in App no impact to mobile web +20%](https://reader033.fdocuments.us/reader033/viewer/2022042809/5f8cab5148f47e6c91326a93/html5/thumbnails/11.jpg)
What we couldn’t measure
● Record events cross platform
● Process of data enrichment
● Identify stitching● Own our own data
● What happened once they got into the app?
● How did new vs. existing users behave?
● College Users vs. Non College?
![Page 12: Splash Page A/B Testing - Snowplow · 2017-04-25 · Splash Page Iteration #2 no impact to contributions +140% Increase in Download the App + Open in App no impact to mobile web +20%](https://reader033.fdocuments.us/reader033/viewer/2022042809/5f8cab5148f47e6c91326a93/html5/thumbnails/12.jpg)
Example
Snowplow Struct Event: “Click Install”{Experiment Context}{Tilt Page Context}{User Context}
Snowplow Struct Event (iOS){Experiment Context}{Branch Context}{Tilt Page Context}{User Context}
Downstream iOS Events/Screen views/Api events
Redshift (atomic ->enriched events)
Mobile Web App App/Api
Id stitching, FTLT
![Page 13: Splash Page A/B Testing - Snowplow · 2017-04-25 · Splash Page Iteration #2 no impact to contributions +140% Increase in Download the App + Open in App no impact to mobile web +20%](https://reader033.fdocuments.us/reader033/viewer/2022042809/5f8cab5148f47e6c91326a93/html5/thumbnails/13.jpg)
Next iteration
Iteration #3
● Hypothesis: making the “download app” part of the page and allow users to scroll to continue on mobile web will be more intuitive
● Easy web to app attribution
● Marketing attribution (first touch last touch)
● Contexts
![Page 14: Splash Page A/B Testing - Snowplow · 2017-04-25 · Splash Page Iteration #2 no impact to contributions +140% Increase in Download the App + Open in App no impact to mobile web +20%](https://reader033.fdocuments.us/reader033/viewer/2022042809/5f8cab5148f47e6c91326a93/html5/thumbnails/14.jpg)
TILT THE WORLD!