How Pinterest Boosted Activation Rates by 10% With Localized User Experiences
Pinterest, one of the largest visual discovery platforms in the world, recently achieved a 10% increase in activation rates—a remarkable feat for a platform of its size. Here’s how they did it:
Identifying the Problem: Why Some Users Felt Out of Place
Pinterest’s engineering and user experience teams conducted surveys and gathered feedback from users across different regions. A common theme emerged:
- Non-U.S. users felt disconnected from the platform.
- They struggled to relate to the generic, globally oriented content presented during the sign-up process.
The root cause?
- When signing up for Pinterest, users are asked to select one or more interest categories. However, these categories were broad and catered primarily to a U.S.-centric audience.
The Solution: Localized Content During Onboarding
To address this, Pinterest implemented a strategy focused on regional relevance:
- The platform began personalizing interest categories based on the user’s location.
- Instead of generic themes, new users were presented with topics and suggestions that resonated with their local culture, interests, and trends.
For example:
- A user from France might see categories like French cuisine, Parisian fashion, or local art, while a user from India might encounter themes such as Bollywood, Indian street food, or ethnic wear.
The Results
This simple but impactful change led to:
- A 10% increase in repeat visits from new users.
- Improved engagement rates as users felt more at home on the platform.
- Enhanced activation rates as new sign-ups were more likely to explore and return to Pinterest.
Why This Worked
- Personalization Builds Connection:
- Tailoring the onboarding experience to regional preferences made users feel understood and valued, fostering a sense of belonging.
- Improved Relevance:
- Users were more likely to engage with content that aligned with their local culture and interests, leading to higher retention.
- Actionable Insights From Feedback:
- By listening to user feedback, Pinterest identified a critical barrier to engagement and addressed it effectively.
Key Takeaways for Businesses
- Conduct Localized Research:
- Understanding how users from different regions interact with your platform can uncover valuable insights.
- Personalize the Experience:
- Even small changes, like customizing onboarding content, can have a significant impact on user engagement and retention.
- Focus on Cultural Relevance:
- Global platforms need to adapt their offerings to resonate with local audiences. One-size-fits-all approaches rarely work at scale.
- Iterate Based on Feedback:
- Regularly collect and analyze user feedback to identify pain points and opportunities for improvement.
Conclusion
Pinterest’s success in boosting activation rates by 10% showcases the power of personalization and localization. By addressing cultural disconnects and tailoring the onboarding experience, they not only improved engagement but also deepened their connection with users worldwide.
Source: Pinterest Engineering – Medium