1.5x onboarding conversion increase for the micro-mobility company
Working with Spin, one of the personal mobility industry-leading providers, we re-designed the app experience improving user
conversion rate and activation time. We also helped the lifecycle marketing team increase the revenue share of engagement campaigns.
Our Impact
1.5x
onboarding
conversion increased
conversion increased
92%
user activation
time reduced
time reduced
2x
revenue increase for engagement campaigns
$
establishment of accurate cross-channel Return on Advertising Spend for the marketing team
Main Challenges
Entering the project, we discovered that the product onboarding flow was very complicated. Our team had to delve deep into the data to get the full 360 views and deliver the proper modifications.
Another hurdle arose within the lifecycle marketing team. It appeared to have issues understanding campaign performance, which
resulted in ineffective campaigns and a general mistrust of data. This ultimately led to a state of indecision among the marketing
team.
Adding to the complexity of our task, the new iOS privacy regulations further hindered efficient user acquisition.
Adding to the complexity of our task, the new iOS privacy regulations further hindered efficient user acquisition.
We had a much better picture of performance and lifted from our various efforts (email, push, in-app modules). These improvements not
only helped us start scaling our campaigns further and more intelligently, but freed up valuable company resources so we could focus
more on the tactics, instead of dealing with pulling and adjusting reporting.
director, spin
The Solution
To begin with, we redesigned the app experience, zeroing in on low-performing activation flows and retention loops. This resulted in faster activation times for first-time users and a 1.5x boost in the onboarding conversion.
Mighty helped Spin's lifecycle and performance marketing teams upgrade certain elements of the stack to serve a particular need
- Increasing User Lifetime Value. What's more, we assisted the performance marketing team in navigating mobile privacy
restrictions by utilizing Appsflyer and implementing direct marketing integrations via Fivetran. We were delighted to find that
understanding the return on advertising spend (ROAS) was another goal achieved.
Next, we built a new attribution model for engagement campaigns with the help of dbt. It completely adjusted our understanding of
campaign performance and enabled the lifecycle marketing team to focus their efforts with a much better overall return.
To be honest, we did face a few difficulties along the way. Initially, we underestimated the complexity of SPINs existing data infrastructure, making intricate adjustments to the attribution models a true test. Nevertheless, the Mighty team swiftly updated tactics throughout the use case, ensuring that the other data layers remained operational without downtimes.
To be honest, we did face a few difficulties along the way. Initially, we underestimated the complexity of SPINs existing data infrastructure, making intricate adjustments to the attribution models a true test. Nevertheless, the Mighty team swiftly updated tactics throughout the use case, ensuring that the other data layers remained operational without downtimes.
We were impressed by their ability to deal with two complex systems and implement new components and multiple improvements on various
fronts, which resulted in a significant improvement in our reporting.
director, spin
