Growth Team
SMALL TEAM LOTS OF HATS…
Being part of a small team like MySwimPro means you have to wear many hats. I spend 30% of my time on growth designs.
We’ve A/B tested over 100 different ideas since we brought this team together in 2022. We failed a lot. Some of our biggest wins are new designs and simplifying moving things to a different location in the user flow.
INCREASING OUR KPI OF GUIDED WORKOUTS…
Giving the illusion that we withhold information from members until they swam their first guide was a risk, but it proved a good bet.
First, I noticed that 40% of our members made it to a workout on the first day in Amplitude. So where were they going? Like any curious first-time user, they were exploring that app. The only issue was that the other navigation screens relied on the first workout swum. I purposely locked those main screens with large CTA buttons pointing members in the right direction. Swimming is a guided workout. Eliminate friction to get members faster to the aha moment.
In our first A/B test, the variant lost. We realized it was sent to all members who hadn't swum a guided workout. They didn't separate the test between new and old members. I pushed for another test that focused only on new members.
The results:
42% increase in Guided Workouts.
We learned that the anticipation of completing a workout and seeing more than just you workout summary was rewarding to your members resulting in an increase in Guided Workouts.
Other A/B Growth Test
Opt into Push Notification in Onboarding
App Open Paywall
70% Yes:No Ratio, 14.3% revenue increase, 4.87% in subscribers
In order to increase your revenue and/or improve product KPI. We needed members in opt into push notifications.
53% revenue increase
Annoying but affective. Great example of little design changes but maximum effect. Realizing that we need to get our free members to jump on in. We decided that every time a free members come back into the app we would show them the current paywall.
Personalize Onboarding Experience & Personalized Training Plan
7% revenue increase, 17% ARPU LTV, 17% in subscribers, 29% ARPU at year 4 projected
Understanding our members during onboarding builds trust and enables personalized training plans, enhancing their overall experience.
The majority of the time, in growth, we’re pushing the boundaries, negotiating between teams what’s worth the risk, and potentially annoying the heck out of our members by doing things they might not agree with. We’ve learned that these types of risks are worth it at the end of the day. In order for our team to continue to be innovative and provide the best experience, we need to grow.