Pathworks.co | Product Performance Consulting

POP.co

What they wanted

Pop.co is a solution that gives users a domain name, a custom webpage and an email address - everything needed to get a business idea up and running without the fuss. POP was created by former team members behind the .CO domain extension and is a privately funded venture.

The POP Team had just given their product a facelift and wanted to be able to quantitatively gauge the success and failure of the new features and design. Adopting a more data-driven approach was important now that they had a steady inflow of new customers and data. They were also keen to discover how users were moving through key areas such signup and onboarding, and tasked us with defining and setting the KPIs and metrics that would best evaluate their product performance.

The Project

What they wanted

Pop.co is a solution that gives users a domain name, a custom webpage and an email address - everything needed to get a business idea up and running without the fuss. POP had just given their product a facelift and wanted to be able to gauge the success and failure of new features and design changes

The Mission

what we did

To check out how users were moving through key areas such signup and onboarding and identify any pain points and blockers. To define a set of key metrics and build reports to help the team continually evaluate their product performance.

The Result

what happened

Based on insights we made and through continual monitoring of the reports we setup, the POP team was able to optimize the user experience further for better uptake and engagement on the starter page option.

what we did

We kicked off by running some competitive analysis on other solutions in the market. The idea was to highlight any pain points or opportunities that could be exploited from the signup and onboarding processes on competitors’ solutions.

We found quite a few – confusing pricing, unclear explanation of all the product features and complex user interfaces that did anything but streamline the process of getting your business online. Using that as a framework, we could compare specific conversion points within our client’s product to evaluate acquisition, activation and retention.

Based on these findings, we established a baseline set of KPIs and metrics to monitor. After identifying the most optimal data sources and analytics tools to use, we tagged all the relevant steps and micro-conversions throughout the customer journey. This meant testing and debugging the tags, sense checking the data against other sources and explaining any discrepancies we found in the data.

Once we established confidence in the new tagging, we could move on to building a robust set of reports within Kissmetrics and Google Analytics. These would give us segmented views of customer data by country, demographics. We also setup a base set of cohort reports by month and campaign.

what happened

From the data we collected, we realized that if we could get users to interact early with the starter page during onboarding, that would increase the likelihood of converting them to paying customers by up to three times. Based on insights such as this and through continual monitoring of the reports we setup, the POP team was able to optimize the user experience further for better uptake and engagement on the starter page option.