Pinterest, one of the world’s largest visual discovery platforms, achieved an impressive milestone by increasing its activation rates by 10%. For a website with such a massive user base, this was a significant improvement. But how did they manage to make such impactful progress?
The Approach:
The secret lay in listening to their users and implementing changes based on direct feedback. Pinterest conducted a community survey to better understand the needs, preferences, and experiences of its users. This survey revealed a key insight that would transform their onboarding process.
The Discovery:
When analyzing the survey responses, Pinterest uncovered a recurring theme: users outside of the United States felt disconnected when using the platform. From the moment they signed up, international users found the experience strange and not entirely relevant to their culture or interests.
The root cause? Pinterest’s onboarding process asked new users to select their interests from a standardized list of themes. These themes were identical worldwide, regardless of the user’s region, culture, or local trends. For users in other countries, the content suggested during onboarding often didn’t resonate with their preferences or local context.
The Solution:
To address this, Pinterest rethought its onboarding process. Instead of presenting the same global themes to everyone, they began tailoring the experience by showing regionally relevant content. This localization effort ensured that new users were greeted with themes and topics that aligned with their culture and interests, making the platform feel more familiar and engaging.
The Impact:
This seemingly small but significant change had a profound effect. By tailoring the onboarding process:
- New users felt more connected to the platform from the start.
- The experience became more relevant and enjoyable, encouraging users to return.
As a result, activation rates increased by 10%, a substantial improvement for a platform of Pinterest’s scale.
Key Takeaway:
The success of Pinterest’s activation rate improvement highlights the importance of localization in creating a positive user experience. By understanding the unique needs of different user groups and tailoring their experience, brands can significantly boost engagement and retention. Listening to your community and acting on their feedback can unlock powerful growth opportunities.
Source: Medium.com