In-App Purchase Flow
— Written 2023 —
Context
As a team that prioritizes data-driven decision making, we noticed a low account activation rate among our customers. This meant that many users who signed up for our service never actually logged in or watched any media, which was a major cause of churn. We evaluated this issue and used the RICE framework to prioritize it in our backlog. I then led a discovery effort with stakeholders and together we identified some potential reasons for this behavior:
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Some potential customers may not be able to try out our platform before making a purchase (e.g. a trial flow)
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Approximately 15% of new members never actually log in to the platform
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Our mobile purchase flow does not currently direct users to the checkout process.
Reason for cancellation
My Role
As the Product Manager, I was tasked with overseeing the entire product discovery and delivery process. To accomplish this, I worked in close collaboration with a talented team of 2 UX designers and over 3 skilled software engineers. We held daily stand-up meetings and retrospectives, utilizing the Kanban framework to ensure flawless execution. In addition to managing the product backlog and roadmap, I also took on a quasi-QA role in testing. Throughout the process, I collaborated extensively with all stakeholders, including the marketing, commercial, customer success, and legal teams, as well as our C-level executives, to develop highly effective go-to-market strategies
Solution
Our team has decided to create a Trial Opt-out purchase flow that will automatically redirect users to the platform. The new flow will include pre-checkout steps to verify the user's trial status, as well as post-checkout steps to create a password and automatically log them in. We will also optimize the mobile experience by directing iOS users to a landing page and sending an email to Android users.
Pre checkout flow
Pre checkout prototype
After checkout flow
After checkout prototype
Solution Flow
Results
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We improved our login activation rate by 20%.
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We reduced churn among new subscribers by 3%.
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We increased LTV by 10%.
Key Takeaways
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Getting key stakeholders, such as the Marketing team, involved in the discovery phase was challenging, but establishing good communication channels allowed us to gather valuable input and identify the best hypothesis.
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We experienced difficulties with app store approval due to strict policies, which was a valuable lesson in anticipating risks during the development process.