Switching to a completely new onboarding process
The Product team identified the increasing Latitude user engagement as a part of the product strategy, and this initiative supported one of our OKRs. We noticed that Yola Latitude B2C had a low average percentage of users who returned to edit their site. This metric needed to be increased as a leading indicator for new user engagement.
I explored ways to increase the retention rate...
I did the competitor's analysis to investigate different approaches to website building starting points. Also, we had the results of user interviews where we asked about user motivation to build the website. Based on these two points, we came up with the idea to develop the site setup around the user goals and their motivation to create a website: to sell products/services, to get leads, to showcase their work, etc.
Since there was an existing pattern (we asked users for basic info about their website) and it has yet to demonstrate successful results, we decided to develop and test a new one.
We switched from the form-based approach to clear, concise step-by-step guidance connected to users' jobs. We assumed that providing a ready-to-publish version of the website achieved after the successful completion of the site setup would be a better starting point for the user, thereby positively affecting target metrics.
... and formulated a new hypothesis to test
If we provide our users with an initial site setup built around their goals, then they will be more engaged, making fewer mistakes and solving their goals more efficiently, thereby increasing the Day-1 retention, publish rate, and user activation.