COURSE TWO OF THREE
Activation and Retention Strategy
At 10 hours / week
Get access to classroom immediately on enrollment
Some prior Product Management experience is recommended.
Measure click-through percentage and drop-off percentage through the sign-up flow and remove unnecessary friction from the sign-up process. Then, propose experiments to run using the action, outcome, theory framework and apply the ICE framework to prioritize experiments.
Identify if the setup, aha, and habit moment and metric lead the user to long-term activation. Calculate the number and percentage of users activated through the funnel. Then, conduct different segment analysis to determine which type of audience performs well through the activation funnel.
Increase engagement via use-case, frequency, intensity, and feature adoption. Determine casual, core and power users and create a retention chart to view average retention per cohort over time.
Map the different lifecycle state of users, resurrected, retained, dormant, and active users, and calculate their Lifetime Value (LTV) based on the Churn Rate of the user base. Then, propose experiments to improve activation and retention to control churn.
In this project, you will act as the growth product manager for productboard and Slack. At productboard, you will optimize the sign-up flow to ensure conversion of as many users as possible and remove any frictions along the way. At Slack, you will determine the activation funnel, create a retention curve, and perform a churn analysis using the quantitative dataset provided. Lastly, you will suggest experiments to optimize the sign-up flow, activation funnel, retention curve, and churn rate.
Senior Product Manager - Growth at Productboard
Shiv's experience has been in a range of functions from marketing, sales, engineering, to product, spanning companies of all sizes from FunnelGuard, Productboard, WeWork, to Motorola. He enjoys sitting at the intersection of Activation and Retention in B2B SaaS.
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