💎 Growth Gems #122 - User Research, Activation, Engagement, and Strategy
I dug up some special gems 💎 during my last shift in the growth mine…I’m bringing you back insights on:
North Star Metric
User Research
Activation tactics
Mined in person once again, I hope these hard-dug insights from Hannah Parvaz and Michelle Murcia will be valuable.
🥇 TOP GEM OF THE WEEK
Building a Full-Funnel Growth Strategy
Gems from Hannah Parvaz (Founder at Aperture) in the roundtable “Building a Full-Funnel Growth Strategy” at the App Promotion Summit SF.
If you’ve read Growth Gems #120, you know I thought Thomas Petit’s roundtable was 🔥.
Hannah’s didn’t disappoint, either!
It was kinda cool to hear people going around the table and sharing how they decide on what to focus on (including some decent answers IMO)…And to hear Hannah conclude with a “Wrong” full of confidence.
Back to fundamentals, I see.
Way to get my attention, Hannah!
Onboarding and activation approach
💎 Your north star metric must encompass both user and business needs. It should have a core action, a cadence, and a revenue component. Example: weekly “reading” subscribers. Ratios are very easy to manipulate, so that won’t work.
This is similar to the gem from Hannah I shared in Growth Gems #105, where she also suggested a next step: “Then, for both free trialers and people who dismissed the paywall, work step-by-step on reducing friction to have them reach this activation point: making it simple, reducing friction with autoplay, showing tooltips, gamification with rewards, etc.”
For more gems on Activation 👇
For a thorough refresher on North Star metrics, check out Amplitude’s North Star Playbook.
💎 Once you have your north star metric, figure out the key levers to impact it.