Step 1: Tracking Insights
Understanding user behavior is key to improving experiences. For instance, a client of ours targeted both Android and iOS users in their marketing strategy. Android had lower Cost Per Install (CPI) but lower conversions; iOS had higher CPI but higher conversions.
Cross-department collaboration matters. In the product domain, dissecting the funnel by platform and tracking every user action is crucial.
Step 2: Analyzing User Behavior
After tracking user behaviors across platforms, a closer look revealed a significant drop-off among Android users between 'view product' and 'add to basket' compared to iOS users.
Step 3: Crafting Hypotheses
Analysis led to asking: "Why the significant drop-off between Android and iOS users?" The hypothesis: iOS users' higher disposable income might make Android users more sensitive to prices, causing more drop-offs.
Step 4: Validation & Implementation
Validating hypotheses is key. Testing price discrimination tactics—lower prices for some Android users while keeping others standard—can confirm or refute the hypothesis.
Parting Insights
Translating insights into strategies aligned with the company's goals is crucial. For instance, improving conversion rates among Android users could significantly boost cost-effective growth strategies, considering their lower acquisition costs.
This systematic approach structures enhancements and serves as a tool to advocate for product improvements, aligning insights with business goals.