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No-Fail Strategies for Activating &
Onboarding your Hard Won Users
Matt Restivo, Director of Product Management, NHL
Thomas Hillman, Mobile & Social Marketing Manager, Zipcar
No Fail Strategies for
Activating and Onboarding
Your Hard Won Users
Matt Restivo, Product & Growth at MLBAM
1. Goals & Market
2. Customer First
3. Track Everything
4. Be Nimble
Agenda
• Business Goals
– Direct to Consumer
– Logins
– Retention
• True North
– MAU + In App Purchase Users
– Weekly Posts / User
– # of Files
What problem are we solving?
Users
Core Users
Users
What piece of the market?
Users
Core Users
Active Users
Uniques
What piece of the market?
Users
Core Users
Active Users
Casual Users
Uniques
What piece of the market?
Users
Channel
Uniques
Core Users
Active Users
Casual Users
What piece of the market?
Users
Core Users
Active Users
Casual Users
Uniques
What piece of the market?
• Don’t Force Onboarding
– User from Invite
– User from Deeplink
– This is a secondary bullet
• 3 CTAs Max
– Don’t Overwhelm
• Think about Side Doors
– LinkedIn Profile Pages
Think Customer First
• Push Explanation
– +11% Opt In
• Analyze Each Step
• Mindful of Business Goals
Annoying Tactics
• Analytics
– Think Extremely Deeply
– Launch Product
– People Activate
– What about them?
• Find This Moment
– As fast as possible
– As frequently as possible
Track Everything
• Multiple Onboardings
– Feature Flags
– Develop in parallel
• Don’t Change Colors
– Small is OK for massive scale
– Bigger is better
Be Nimble
• “Our hardcore users love it, we just need to make more amazing
features in 2.0.”
– Product Manager
• “The UX isn’t good enough. We need a redesign”
– Designer
• “We need to change our buttons to orange”, “Lifecycle email”, “Push"
– Reads Lots of Blogs
• “I wish you had [one feature] that [competitor] has”
– Customer
Andrew Chen
What to work on?
What to work on?
THANK YOU
No-Fail Strategies for
Activating and Onboarding
Your Hard Won Users
Tom Hillman, Mobile & Social Marketing Manager –
Zipcar International
Hi!
• What is activation?
• The ah! moment
• Guiding users there
• Completing the loop
Agenda
• Not necessarily the initial
conversion
• A need to define your own
• Think LTV, not initial transaction
value
What is activation?
 Conversion
Install 
Retention
 Evangelism
 Engagement
Awareness 
$
The ah! moment
 Retention
&
Evangelism
$ 
Conversion
= 2x
Ah!ctivation
Retention
• When less than 10% of new
users Ah!activating
• You can’t force actions…
• But you can guide behaviour
Getting users there
= 25%CVR
(& learnt behaviour)
• What are we missing?
• Where else can we
test?
• What should we
remember?
Complete the loop
TEST
LEARN
ITERATE
THANK YOU
thillman@zipcar.co.uk // @wholenewwworld

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