Product Hunt Rewind
Increase retention by 20% through in-app downloadsDetails
Background
I was a founding member of our mobile native efforts and responsible for delivering growth by increasing our daily active users, retention rates and building a more delightful pocket experience.
Over the course of 1 year and a half, we shipped a new mobile app, a new experimental homefeed as well as other experiments like Rewind.
Project goals
As we knew we needed to double down on our mobile efforts and investment, along with the head of mobile we decided that the Rewind project specifically should be focused on:
- Increase in-app downloads
- Improve mobile app user retention through personalisation
- Build a better in-pocket Product Hunt experience
Context
The Product Hunt mobile team was built in order to capture Product Hunt's community in a more valuable and authentic way. Makers launching a product typically only came to the website once every 6 months, and our typical consumer only used the site twice per week.
Mobile-only marketing
We knew from community feedback that creating a mobile-only feature would drive more eyes to people's phones, so we tasked ourselves to build an engaging and interactive experience.
Our launch strategy was to send out a test to 600 power users and begin teasing through social media and our newsletters. Once we were confident things were ready to go out for everyone, we prepared an interactive email that people opened to download the mobile apps.
As part of our Product Hunt launch we created a landing page that redirected people to install our mobile app. This served as an effective redirect to get people to install our mobile apps.
Personalising user data
Personalisation was a key aspect of the Rewind experience. Human psychology tells us people care about their own data so we set out to curate data that was personal to each user. Streaks, launches, upvotes and comments were some of the initial ideas that we later expanded out into archetypes.
Social proof
We also used a hashtag on twitter to gauge how many people were sharing their Rewind, it proved out to be one of Product Hunt's best performing social campaigns behind the annual Golden Kitty Awards.
Organic virality proved the main source of traction. The sentiment from the campaign on twitter using the hashtag #ProductHuntRewind2022
Conclusion & Results
Following the implementation of the Rewind project, there was a 50% increase in weekly active users, reaching around 25,000 users, and a 20% improvement in the retention rate to 25%. Additionally, the app sign-up rate rose by 5%, achieving a 15% overall rate, demonstrating the project's positive impact on user engagement and growth.
25k
WAU users
↗ 50% increase
25%
Retention rate
↗ 20% increase
15%
app sign up rate
↗ 5% increase