How Pinterest Boosted Conversions by 50% and Increased User Activation
For a company as large as Pinterest, even a 0.1% improvement in an A/B test is considered a win. So, when their growth team saw a 50% increase in conversions, it was nothing short of extraordinary.
Here’s how they achieved this remarkable growth through experimentation and user-centric strategies.
The First Experiment: Stopping the Scroll
Pinterest’s grid layout encourages users to keep scrolling endlessly, discovering more content as they browse. However, the growth team decided to test an unconventional idea:
- Disrupt the Default Behavior:
Instead of allowing users to scroll endlessly, they interrupted the flow with a small banner that said:
“Sign up to see more of this content.” - The Results:
This minor change led to a 50% increase in conversion rates, as users were prompted to sign up to continue exploring.
The Second Experiment: Activating New Users
Getting users to sign up is only half the battle; the real challenge lies in engaging and activating them to use the platform regularly. Pinterest conducted another set of experiments to tackle this problem.
3.1. Initial Email Flow: A Misstep
The team first created an email flow designed to educate users about how Pinterest worked. While informative, this approach didn’t resonate with users.
- Outcome: More users unsubscribed from the emails than downloaded the app. This attempt was deemed a failure.
3.2. Personalized Content Emails: A Breakthrough
Instead of generic onboarding emails, Pinterest pivoted to a more personalized approach. They started sending users content-specific emails tied to the interests or reasons that led them to sign up in the first place.
- Outcome: This strategy significantly boosted email engagement and increased user activation, making it a resounding success.
Why These Experiments Worked
- Disrupting User Flow:
Interrupting the endless scrolling with a sign-up prompt tapped into the user’s curiosity, compelling them to sign up to continue their experience. - Relevance is Key:
Personalized emails that aligned with user interests proved to be far more effective than generic educational content, reinforcing the importance of delivering value-driven communication.
Key Takeaways
- Micro-Interruptions Can Drive Macro-Results: Strategic disruptions to user flow, like a sign-up banner, can significantly influence behavior and increase conversions.
- Personalization Wins: Tailoring communication to user preferences and motivations leads to better engagement and higher activation rates.
- Iterate and Learn: Even failed experiments, like the initial email flow, provide valuable insights that can inform successful strategies.
Pinterest’s experiments highlight the power of simple, thoughtful changes in driving significant growth. By understanding user behavior and continuously iterating, they turned small tweaks into big wins, proving that innovation doesn’t always require complexity—it just needs the right focus.
Source: Reforge.com