Permission To Share: Optimize Pet Cam Footage Collection From Users
Optimize the Process to Receive 300% More Videos Than Average (With No Additional Resource!)
# To protect private company information, the project name, actual data, and solution details have not been disclosed. All data has been adjusted for reference purposes only.
Project F: Collect Videos to Share
F company develops pet cameras that monitor and capture pets’ daily activities for pawrents. For marketing purposes, Project F aims to receive more permissions from our users for sharing their fun/cute pet videos recorded by our products on social media.
Cute Pet Footages Do Not Come Easily – Definition To Solution With Data
However, our pet camera app did not embed a simple process for our users to share their pets’ recording videos to our marketing team, therefore, our users had to go through a complicated process, from downloading the video and uploading it via another link, to filling out a survey to elaborate the story in video. Also, the incentive was a chance to win a few dollars, which was certainly not attractive enough compared to the work.
With neither additional budget nor development resources, I analyzed Project F’s performance and aimed to optimize the process.
How Did The Collection Process Go?
To collect useful marketing materials, we selected users who showed certain behaviors in the app, and sent them an in-app push notification that included a video-sharing survey link. If they didn’t click the notification, we would send a link-embedded email after a few hours.
Where Did Users Drop Off?
We originally believed that we need a more attractive email title, however, the funnel analysis proved our hypothesis wrong, showing that the biggest drop-off point is actually about the email content. 80% of users who received the Project F email opened it (drop-off rate = 20%), while only 5% of them were willing to click the link in it (drop-off rate = 95%).
Moreover, the drop-off rate in the survey stage was also high: 80% of users who clicked the survey closed it without submitting anything (drop-off rate = 80%).
Email Content: Short & To The Point
Compared to the emails we sent to users for survey participant recruitment, the Project F email apparently has a higher email open rate. Although Project F’s survey took users only a quarter of the time and provided a probability three times higher of the incentive – why did it have a lower click rate than the other surveys?
After comparing the two kinds of emails, I concluded that the Project F’s email was 1) too long, and 2) not highlighting its advantages, which means readers can spend just a little time to get a higher chance at winning the reward.
Survey Design: One-page, Material Uploading First
While the original survey was short and easy to finish, it did not feel this way – the card-form survey (see below) that only showed one question in one page had almost 10 pages with a progress bar at the bottom, which made it seem very time-consuming for users.
Besides, in the survey, the story-telling part appeared before the video-uploading part, so the users who did not download their pet videos were unable to fully submit it. (*Currently, in the app, users can only download a video within 24 hours after it is automatically recorded by our pet cam.) It explained the drop-off rate of video-uploading.
A/B Test: Email Content & Survey Design
Focusing on those two major drop-off points, I ran a two-week A/B test. I rewrote an optimized email body, and included different surveys – card form and one-page form. The target user selection,push notification, and the email title stayed the same.
We Received 300% More Video Footages!
Before the test, we aimed to double the link click rate, the survey submission rate and the video submission rates. As it turned out, while the first two did not grow as much as expected, the video submission rate increased from 65% to 95%, bringing more than three times the average number of videos submitted within the two weeks of A/B test.
2022/03 - 2022/05
I conducted this solo project (including funnel analysis and A/B test), during my internship for the pet technology company. The results were for internal use only.