💎 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.

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🥇 TOP GEM OF THE WEEK

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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!

Packed house!

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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 👇

💎 Growth Gems #105 - Onboarding, Activation, and Engagement

For a thorough refresher on North Star metrics, check out Amplitude’s North Star Playbook.

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💎 Once you have your north star metric, figure out the key levers to impact it.