Se ha denunciado esta presentación.
Utilizamos tu perfil de LinkedIn y tus datos de actividad para personalizar los anuncios y mostrarte publicidad más relevante. Puedes cambiar tus preferencias de publicidad en cualquier momento.

Deep Dive on Pinterest's User Engagement - Iterable User Engagement Teardown

10.632 visualizaciones

Publicado el

This is an Iterable User Engagement Teardown - focusing on Pinterest.

It analyzes how Pinterest does user engagement in the first 3 weeks post-signup.

The User Engagement Timeline lets you visualize all engagement, and we evaluate individual emails/push notifications and suggest improvements.

Everything shown in the slides (and any recommendations) can be implemented with Iterable.

Publicado en: Marketing
  • Sé el primero en comentar

Deep Dive on Pinterest's User Engagement - Iterable User Engagement Teardown

  1. 1. User  Engagement  Teardown August/September,   2015 #UEteardown Download:  iterable.com/teardown Pinterest
  2. 2. 2©2015  Iterable,  Inc.  All  rights  reserved Make  sure  to  watch  full  screen! Press  this  button
  3. 3. What  is  a  “User  Engagement  Teardown”? • Analyze  a  company’s  user  engagement  over  3  weeks  post-­‐signup • Constructive  evaluation  and  feedback • All  types  of  B2C  companies:  e-­‐commerce,  subscription,  media,  etc. ©2015  Iterable,  Inc.  All  rights  reserved 3
  4. 4. 4©2015  Iterable,  Inc.  All  rights  reserved • “A  visual  bookmarking  tool  that  helps  users  discover  and  save  ideas” • Amazing  success:  100M+  monthly  active  users,  50B+  pins • $1.3B  in  funding  and  an  $11B+  valuation How  is  Pinterest  engaging  its  users?
  5. 5. What  We  Did ©2015  Iterable,  Inc.  All  rights  reserved 5 • Signed  up  for  an  account • Browsed  on  desktop,  created  boards  and  added  pins  (several  times) • Browsed  on  mobile  app,  created  board  and  added  pins • Browsed  “buyable  pins”  and  almost  checked  out • Looked  at  all  messages  we  received  over  3  weeks
  6. 6. A  Quick  Word  on ©2015  Iterable,  Inc.  All  rights  reserved 6 • Everything  you’ll  see  Pinterest  doing  in  this  teardown  can  be   implemented  with  Iterable  (note:  they  are  not  our  customer)
  7. 7. A  Quick  Word  on ©2015  Iterable,  Inc.  All  rights  reserved 7 • Everything  you’ll  see  Pinterest  doing  in  this  teardown  can  be   implemented  with  Iterable  (note:  they  are  not  our  customer) • Any  recommendations  we  make  can  be  implemented  with  Iterable.   You  can  see  our  other  teardowns  at:  iterable.com/teardown
  8. 8. A  Quick  Word  on ©2015  Iterable,  Inc.  All  rights  reserved 8 • Everything  you’ll  see  Pinterest  doing  in  this  teardown  can  be   implemented  with  Iterable  (note:  they  are  not  our  customer) • Any  recommendations  we  make  can  be  implemented  with  Iterable.   You  can  see  our  other  teardowns  at:  iterable.com/teardown • Iterable  lets  marketers  send  the  right  message,  to  the  right  device,  at   the  right  time
  9. 9. 9©2015  Iterable,  Inc.  All  rights  reserved On  to  the  “User  Engagement  Timeline”…
  10. 10. 10 ©2015  Iterable,  Inc.  All  rights  reserved User   Activity Messages Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Desktop   browser Mobile   app Activity  Type Blast Triggered Transactional Message  Type Push  notification User  Engagement  TimelineThe
  11. 11. 11 ©2015  Iterable,  Inc.  All  rights  reserved User   Activity Messages Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Desktop   browser Mobile   app Activity  Type Blast Triggered Transactional Message  Type Push  notification We’ll  show  you  what  we  (the  user)  did  here… User  Engagement  TimelineThe
  12. 12. 12 ©2015  Iterable,  Inc.  All  rights  reserved User   Activity Messages Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Desktop   browser Mobile   app Activity  Type Blast Triggered Transactional Message  Type Push  notification We’ll  show  you  what  we  (the  user)  did  here… User  Engagement  TimelineThe …and  the  messages  we  received  from  Pinterest  here.
  13. 13. 13 ©2015  Iterable,  Inc.  All  rights  reserved User   Activity Messages Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Desktop   browser Mobile   app Activity  Type Blast Triggered Transactional Message  Type Push  notification We’ll  show  you  what  we  (the  user)  did  here… Activities  and  messages  are  color  coded  as  shown   in  this  key …and  the  messages  we  received  from  Pinterest  here. User  Engagement  TimelineThe
  14. 14. 14 ©2015  Iterable,  Inc.  All  rights  reserved User   Activity Messages Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Desktop   browser Mobile   app Activity  Type Blast Triggered Transactional Message  Type Push  notification Signed  up Set   preferences User  Engagement  TimelineThe This  is  what  we  did  to  kick  things  off  (day  0)  in  a  desktop  browser.
  15. 15. 15 ©2015  Iterable,  Inc.  All  rights  reserved User   Activity Messages Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Desktop   browser Mobile   app Activity  Type Blast Triggered Transactional Message  Type Push  notification And  Pinterest  sent  us  an  email  confirmation   message  (transactional)  right  away. This  is  what  we  did  to  kick  things  off  (day  0)  in  a  desktop  browser. Signed  up Set   preferences Email   confirmation User  Engagement  TimelineThe
  16. 16. 16©2015  Iterable,  Inc.  All  rights  reserved Fast  forward  to  day  21…
  17. 17. 17 ©2015  Iterable,  Inc.  All  rights  reserved User   Activity Messages Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Desktop   browser Mobile   app Activity  Type Blast Triggered Transactional Message  Type Push  notification Email   confirmation Signed  up Set   preferences Thanks +  make   boards W Week’s   top  pins Guided   search W Browser button W Pin   links W Mobile app W Installed   and   logged   into  app Recommended   pins * Browsed Week’s Top  pins Top  trending pins Browsed Browsed Created   board Pinned Congrats  on   first  pin  + pins  for   board Week’s Top  pins Top  trending pins Browsed Created   board Pinned Browsed Created   board Viewed   buyable   pin Pins  for board Pins  for board Interests   to   follow W Recommended pins * User  Engagement  TimelineThe
  18. 18. 18©2015  Iterable,  Inc.  All  rights  reserved Lets  point  out  a  few  things…
  19. 19. 19 ©2015  Iterable,  Inc.  All  rights  reserved User   Activity Messages Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Desktop   browser Mobile   app Activity  Type Blast Triggered Transactional Message  Type Push  notification Email   confirmation Signed  up Set   preferences Thanks +  make   boards W Week’s   top  pins Guided   search W Browser button W Pin   links W Mobile app W Installed   and   logged   into  app Recommended   pins * Browsed Week’s Top  pins Top  trending pins Browsed Browsed Created   board Pinned Congrats  on   first  pin  + pins  for   board Week’s Top  pins Top  trending pins Browsed Created   board Pinned Browsed Created   board Viewed   buyable   pin Pins  for board Pins  for board Interests   to   follow W Recommended pins * Pinterest  has  users  set  their   preferences  right  away,  and   these  play  a  significant  role   in  future  messaging. User  Engagement  TimelineThe
  20. 20. 20 ©2015  Iterable,  Inc.  All  rights  reserved User   Activity Messages Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Desktop   browser Mobile   app Activity  Type Blast Triggered Transactional Message  Type Push  notification Email   confirmation Signed  up Set   preferences Thanks +  make   boards W Week’s   top  pins Guided   search W Browser button W Pin   links W Mobile app W Installed   and   logged   into  app Recommended   pins * Browsed Week’s Top  pins Top  trending pins Browsed Browsed Created   board Pinned Congrats  on   first  pin  + pins  for   board Week’s Top  pins Top  trending pins Browsed Created   board Pinned Browsed Created   board Viewed   buyable   pin Pins  for board Pins  for board Interests   to   follow W Recommended pins * This  is  an  excellent  example   of  a  good  welcome  series.   It  covers  everything  a  user   has  to  know,  in  small   chunks  and  in  the  right   order. A  user  comes  out  of  week  1   knowing  how  to  use  the   service  effectively. User  Engagement  TimelineThe
  21. 21. 21 ©2015  Iterable,  Inc.  All  rights  reserved User   Activity Messages Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Desktop   browser Mobile   app Activity  Type Blast Triggered Transactional Message  Type Push  notification Email   confirmation Signed  up Set   preferences Thanks +  make   boards W Week’s   top  pins Guided   search W Browser button W Pin   links W Mobile app W Installed   and   logged   into  app Recommended   pins * Browsed Week’s Top  pins Top  trending pins Browsed Browsed Created   board Pinned Congrats  on   first  pin  + pins  for   board Week’s Top  pins Top  trending pins Browsed Created   board Pinned Browsed Created   board Viewed   buyable   pin Pins  for board Pins  for board Interests   to   follow W Recommended pins * Their  blast  emails  are  also   well  done:  well  spaced  out   and  regular. User  Engagement  TimelineThe
  22. 22. 22 ©2015  Iterable,  Inc.  All  rights  reserved User   Activity Messages Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Desktop   browser Mobile   app Activity  Type Blast Triggered Transactional Message  Type Push  notification Email   confirmation Signed  up Set   preferences Thanks +  make   boards W Week’s   top  pins Guided   search W Browser button W Pin   links W Mobile app W Installed   and   logged   into  app Recommended   pins * Browsed Week’s Top  pins Top  trending pins Browsed Browsed Created   board Pinned Congrats  on   first  pin  + pins  for   board Week’s Top  pins Top  trending pins Browsed Created   board Pinned Browsed Created   board Viewed   buyable   pin Pins  for board Pins  for board Interests   to   follow W Recommended pins * It’s  important  to  note  that  ALL blast  emails  were  customized   based  on  initial  preferences/interests.   More  on  this  in  the  next  section. This  is  a  great  example  of  how  to  make  standard  blast   messages  better. User  Engagement  TimelineThe
  23. 23. 23 ©2015  Iterable,  Inc.  All  rights  reserved User   Activity Messages Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Desktop   browser Mobile   app Activity  Type Blast Triggered Transactional Message  Type Push  notification Email   confirmation Signed  up Set   preferences Thanks +  make   boards W Week’s   top  pins Guided   search W Browser button W Pin   links W Mobile app W Installed   and   logged   into  app Recommended   pins * Browsed Week’s Top  pins Top  trending pins Browsed Browsed Created   board Pinned Congrats  on   first  pin  + pins  for   board Week’s Top  pins Top  trending pins Browsed Created   board Pinned Browsed Created   board Viewed   buyable   pin Pins  for board Pins  for board Interests   to   follow W Recommended pins * These  2  messages  are  flagged   because  the  From  address  was   “Pinterest  Weekly”.   All  other  messages  came  from   “Pinterest”.   May  not  mean  much,  but  still   interesting  to  point  out. User  Engagement  TimelineThe
  24. 24. 24 ©2015  Iterable,  Inc.  All  rights  reserved User   Activity Messages Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Desktop   browser Mobile   app Activity  Type Blast Triggered Transactional Message  Type Push  notification Email   confirmation Signed  up Set   preferences Thanks +  make   boards W Week’s   top  pins Guided   search W Browser button W Pin   links W Mobile app W Installed   and   logged   into  app Recommended   pins * Browsed Week’s Top  pins Top  trending pins Browsed Browsed Created   board Pinned Congrats  on   first  pin  + pins  for   board Week’s Top  pins Top  trending pins Browsed Created   board Pinned Browsed Created   board Viewed   buyable   pin Pins  for board Pins  for board Interests   to   follow W Recommended pins * We  started  using  the  mobile   app  on  day  6  and  opted  into   push  notifications.   User  Engagement  TimelineThe
  25. 25. 25 ©2015  Iterable,  Inc.  All  rights  reserved User   Activity Messages Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Desktop   browser Mobile   app Activity  Type Blast Triggered Transactional Message  Type Push  notification Email   confirmation Signed  up Set   preferences Thanks +  make   boards W Week’s   top  pins Guided   search W Browser button W Pin   links W Mobile app W Installed   and   logged   into  app Recommended   pins * Browsed Week’s Top  pins Top  trending pins Browsed Browsed Created   board Pinned Congrats  on   first  pin  + pins  for   board Week’s Top  pins Top  trending pins Browsed Created   board Pinned Browsed Created   board Viewed   buyable   pin Pins  for board Pins  for board Interests   to   follow W Recommended pins * We  started  using  the  mobile   app  on  day  6  and  opted  into   push  notifications.   Notifications  started  a  few  days   later  on  a  regular   straightforward  schedule. User  Engagement  TimelineThe
  26. 26. 26 ©2015  Iterable,  Inc.  All  rights  reserved User   Activity Messages Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Desktop   browser Mobile   app Activity  Type Blast Triggered Transactional Message  Type Push  notification Email   confirmation Signed  up Set   preferences Thanks +  make   boards W Week’s   top  pins Guided   search W Browser button W Pin   links W Mobile app W Installed   and   logged   into  app Recommended   pins * Browsed Week’s Top  pins Top  trending pins Browsed Browsed Created   board Pinned Congrats  on   first  pin  + pins  for   board Week’s Top  pins Top  trending pins Browsed Created   board Pinned Browsed Created   board Viewed   buyable   pin Pins  for board Pins  for board Interests   to   follow W Recommended pins * The  fact  that  a  blast  message   and  a  push  notification  come  on   the  same  day  is  interesting. User  Engagement  TimelineThe
  27. 27. 27 ©2015  Iterable,  Inc.  All  rights  reserved User   Activity Messages Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Desktop   browser Mobile   app Activity  Type Blast Triggered Transactional Message  Type Push  notification Email   confirmation Signed  up Set   preferences Thanks +  make   boards W Week’s   top  pins Guided   search W Browser button W Pin   links W Mobile app W Installed   and   logged   into  app Recommended   pins * Browsed Week’s Top  pins Top  trending pins Browsed Browsed Created   board Pinned Congrats  on   first  pin  + pins  for   board Week’s Top  pins Top  trending pins Browsed Created   board Pinned Browsed Created   board Viewed   buyable   pin Pins  for board Pins  for board Interests   to   follow W Recommended pins * The  fact  that  a  blast  message   and  a  push  notification  come  on   the  same  day  is  interesting. It  may  mean  this  is  a  great  way   to  spur  further  engagement. Note  the  wording  in  each  is   different. User  Engagement  TimelineThe
  28. 28. 28 ©2015  Iterable,  Inc.  All  rights  reserved User   Activity Messages Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Desktop   browser Mobile   app Activity  Type Blast Triggered Transactional Message  Type Push  notification Email   confirmation Signed  up Set   preferences Thanks +  make   boards W Week’s   top  pins Guided   search W Browser button W Pin   links W Mobile app W Installed   and   logged   into  app Recommended   pins * Browsed Week’s Top  pins Top  trending pins Browsed Browsed Created   board Pinned Congrats  on   first  pin  + pins  for   board Week’s Top  pins Top  trending pins Browsed Created   board Pinned Browsed Created   board Viewed   buyable   pin Pins  for board Pins  for board Interests   to   follow W Recommended pins * A  short  “mobile  welcome   series”  after  the  initial  app  login   could  be  a  good  idea  to  orient   users.   User  Engagement  TimelineThe
  29. 29. 29 ©2015  Iterable,  Inc.  All  rights  reserved User   Activity Messages Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Desktop   browser Mobile   app Activity  Type Blast Triggered Transactional Message  Type Push  notification Email   confirmation Signed  up Set   preferences Thanks +  make   boards W Week’s   top  pins Guided   search W Browser button W Pin   links W Mobile app W Installed   and   logged   into  app Recommended   pins * Browsed Week’s Top  pins Top  trending pins Browsed Browsed Created   board Pinned Congrats  on   first  pin  + pins  for   board Week’s Top  pins Top  trending pins Browsed Created   board Pinned Browsed Created   board Viewed   buyable   pin Pins  for board Pins  for board Interests   to   follow W Recommended pins * A  short  “mobile  welcome   series”  after  the  initial  app  login   could  be  a  good  idea  to  orient   users.   Could  be  done  partly  via  email   and  partly  via  push. User  Engagement  TimelineThe
  30. 30. 30 ©2015  Iterable,  Inc.  All  rights  reserved User   Activity Messages Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Desktop   browser Mobile   app Activity  Type Blast Triggered Transactional Message  Type Push  notification Email   confirmation Signed  up Set   preferences Thanks +  make   boards W Week’s   top  pins Guided   search W Browser button W Pin   links W Mobile app W Installed   and   logged   into  app Recommended   pins * Browsed Week’s Top  pins Top  trending pins Browsed Browsed Created   board Pinned Congrats  on   first  pin  + pins  for   board Week’s Top  pins Top  trending pins Browsed Created   board Pinned Browsed Created   board Viewed   buyable   pin Pins  for board Pins  for board Interests   to   follow W Recommended pins * Coming  back  to  the  triggered  messages… User  Engagement  TimelineThe
  31. 31. 31 ©2015  Iterable,  Inc.  All  rights  reserved User   Activity Messages Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Desktop   browser Mobile   app Activity  Type Blast Triggered Transactional Message  Type Push  notification Email   confirmation Signed  up Set   preferences Thanks +  make   boards W Week’s   top  pins Guided   search W Browser button W Pin   links W Mobile app W Installed   and   logged   into  app Recommended   pins * Browsed Week’s Top  pins Top  trending pins Browsed Browsed Created   board Pinned Congrats  on   first  pin  + pins  for   board Week’s Top  pins Top  trending pins Browsed Created   board Pinned Browsed Created   board Viewed   buyable   pin Pins  for board Pins  for board Interests   to   follow W Recommended pins * This  is  the  first  day  we  actually   created  a  board  and  pinned   something. User  Engagement  TimelineThe
  32. 32. 32 ©2015  Iterable,  Inc.  All  rights  reserved User   Activity Messages Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Desktop   browser Mobile   app Activity  Type Blast Triggered Transactional Message  Type Push  notification Email   confirmation Signed  up Set   preferences Thanks +  make   boards W Week’s   top  pins Guided   search W Browser button W Pin   links W Mobile app W Installed   and   logged   into  app Recommended   pins * Browsed Week’s Top  pins Top  trending pins Browsed Browsed Created   board Pinned Congrats  on   first  pin  + pins  for   board Week’s Top  pins Top  trending pins Browsed Created   board Pinned Browsed Created   board Viewed   buyable   pin Pins  for board Pins  for board Interests   to   follow W Recommended pins * This  is  the  first  day  we  actually   created  a  board  and  pinned   something. And  it  was  followed  the  very   next  day  with  a  nice   congratulations  message  and   ideas  for  pins  for  that  board. User  Engagement  TimelineThe
  33. 33. 33 ©2015  Iterable,  Inc.  All  rights  reserved User   Activity Messages Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Desktop   browser Mobile   app Activity  Type Blast Triggered Transactional Message  Type Push  notification Email   confirmation Signed  up Set   preferences Thanks +  make   boards W Week’s   top  pins Guided   search W Browser button W Pin   links W Mobile app W Installed   and   logged   into  app Recommended   pins * Browsed Week’s Top  pins Top  trending pins Browsed Browsed Created   board Pinned Congrats  on   first  pin  + pins  for   board Week’s Top  pins Top  trending pins Browsed Created   board Pinned Browsed Created   board Viewed   buyable   pin Pins  for board Pins  for board Interests   to   follow W Recommended pins * And  this  happened  every  other   time  we  created  a  board   (without  the  first  time   “congratulations”). User  Engagement  TimelineThe
  34. 34. 34 ©2015  Iterable,  Inc.  All  rights  reserved User   Activity Messages Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Desktop   browser Mobile   app Activity  Type Blast Triggered Transactional Message  Type Push  notification Email   confirmation Signed  up Set   preferences Thanks +  make   boards W Week’s   top  pins Guided   search W Browser button W Pin   links W Mobile app W Installed   and   logged   into  app Recommended   pins * Browsed Week’s Top  pins Top  trending pins Browsed Browsed Created   board Pinned Congrats  on   first  pin  + pins  for   board Week’s Top  pins Top  trending pins Browsed Created   board Pinned Browsed Created   board Viewed   buyable   pin Pins  for board Pins  for board Interests   to   follow W Recommended pins * Including  when  we  created  a   board  in  the  mobile  app  (as  you   would  expect). User  Engagement  TimelineThe
  35. 35. 35 ©2015  Iterable,  Inc.  All  rights  reserved User   Activity Messages Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Desktop   browser Mobile   app Activity  Type Blast Triggered Transactional Message  Type Push  notification Email   confirmation Signed  up Set   preferences Thanks +  make   boards W Week’s   top  pins Guided   search W Browser button W Pin   links W Mobile app W Installed   and   logged   into  app Recommended   pins * Browsed Week’s Top  pins Top  trending pins Browsed Browsed Created   board Pinned Congrats  on   first  pin  + pins  for   board Week’s Top  pins Top  trending pins Browsed Created   board Pinned Browsed Created   board Viewed   buyable   pin Pins  for board Pins  for board Interests   to   follow W Recommended pins * Interestingly,  no  mobile  follow-­‐ up  to  that  board.   If  a  user  has  proven  to  be  active   on  mobile,  an  accompanying   triggered  push  could  be  a  good   idea. User  Engagement  TimelineThe
  36. 36. 36 ©2015  Iterable,  Inc.  All  rights  reserved User   Activity Messages Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Desktop   browser Mobile   app Activity  Type Blast Triggered Transactional Message  Type Push  notification Email   confirmation Signed  up Set   preferences Thanks +  make   boards W Week’s   top  pins Guided   search W Browser button W Pin   links W Mobile app W Installed   and   logged   into  app Recommended   pins * Browsed Week’s Top  pins Top  trending pins Browsed Browsed Created   board Pinned Congrats  on   first  pin  + pins  for   board Week’s Top  pins Top  trending pins Browsed Created   board Pinned Browsed Created   board Viewed   buyable   pin Pins  for board Pins  for board Interests   to   follow W Recommended pins * Finally,  we  were  curious  about   Pinterest’s  “buyable  pins”.   User  Engagement  TimelineThe
  37. 37. 37 ©2015  Iterable,  Inc.  All  rights  reserved User   Activity Messages Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Desktop   browser Mobile   app Activity  Type Blast Triggered Transactional Message  Type Push  notification Email   confirmation Signed  up Set   preferences Thanks +  make   boards W Week’s   top  pins Guided   search W Browser button W Pin   links W Mobile app W Installed   and   logged   into  app Recommended   pins * Browsed Week’s Top  pins Top  trending pins Browsed Browsed Created   board Pinned Congrats  on   first  pin  + pins  for   board Week’s Top  pins Top  trending pins Browsed Created   board Pinned Browsed Created   board Viewed   buyable   pin Pins  for board Pins  for board Interests   to   follow W Recommended pins * So  we  looked  for  one.     And  then  took  it  to  the  point  where   we  would  have  had  to  enter  payment   info  (for  some  very  expensive  jeans!). User  Engagement  TimelineThe
  38. 38. 38 ©2015  Iterable,  Inc.  All  rights  reserved User   Activity Messages Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Desktop   browser Mobile   app Activity  Type Blast Triggered Transactional Message  Type Push  notification Email   confirmation Signed  up Set   preferences Thanks +  make   boards W Week’s   top  pins Guided   search W Browser button W Pin   links W Mobile app W Installed   and   logged   into  app Recommended   pins * Browsed Week’s Top  pins Top  trending pins Browsed Browsed Created   board Pinned Congrats  on   first  pin  + pins  for   board Week’s Top  pins Top  trending pins Browsed Created   board Pinned Browsed Created   board Viewed   buyable   pin Pins  for board Pins  for board Interests   to   follow W Recommended pins * Unfortunately  there  wasn’t  any   follow-­‐up.   This  would  be  a  great  opportunity   for  messaging  around  “abandoned”   buyable  pins! User  Engagement  TimelineThe
  39. 39. Timeline  Takeaways ©2015  Iterable,  Inc.  All  rights  reserved 39 • Pinterest  has  done  a  great  job  with  their  user  engagement o Their  welcome  series  is  very  good o Their  blasts  are  customized  and  well  structured o Their  triggered  messages  (e.g.,  after  creating  a  board)  encourage  further  use • If  there  is  a  small  weak  spot,  it’s  related  to  mobile o There  could  be  a  few  triggered  notifications o A  short  welcome  series  after  mobile  login  could  be  useful • There  is  a  clear  opportunity  for  follow-­‐up  to  abandoned  buyable  pins,  but   we  realize  this  is  a  new  initiative  for  them.  It’s  probably  coming.
  40. 40. 40©2015  Iterable,  Inc.  All  rights  reserved Now  let’s  look  at  some  specific  emails…
  41. 41. 41©2015  Iterable,  Inc.  All  rights  reserved
  42. 42. 42©2015  Iterable,  Inc.  All  rights  reserved These  are  two  personalized   blast  emails  Pinterest  sent   us  on  the  same  day.
  43. 43. 43©2015  Iterable,  Inc.  All  rights  reserved The  one  on  the  left  is  for  a   male  that  specified  an   interest  in  “Architecture”. These  are  two  personalized   blast  emails  Pinterest  sent   us  on  the  same  day.
  44. 44. 44©2015  Iterable,  Inc.  All  rights  reserved These  are  two  personalized   blast  emails  Pinterest  sent   us  on  the  same  day. The  one  on  the  left  is  for  a   male  that  specified  an   interest  in  “Architecture”. The  one  on  the  right  is  for  a   female  that  specified  an   interest  in  “Furniture”.
  45. 45. 45©2015  Iterable,  Inc.  All  rights  reserved Pinterest’s   personalization  of  every   email  is  significant  and   probably  does  drive   engagement. These  are  two  personalized   blast  emails  Pinterest  sent   us  on  the  same  day. The  one  on  the  left  is  for  a   male  that  specified  an   interest  in  “Architecture”. The  one  on  the  right  is  for  a   female  that  specified  an   interest  in  “Furniture”.
  46. 46. 46©2015  Iterable,  Inc.  All  rights  reserved
  47. 47. 47©2015  Iterable,  Inc.  All  rights  reserved All  of  Pinterest’s  emails  had   this  reminder  of  their   mobile  app. Great  way  to  get  users  to   engage  on  another  channel.
  48. 48. 48©2015  Iterable,  Inc.  All  rights  reserved All  of  Pinterest’s  emails  had   this  reminder  of  their   mobile  app. Great  way  to  get  users  to   engage  on  another  channel. We  thought  it  might  go   away  once  we  had  installed   and  logged  into  the  app…
  49. 49. 49©2015  Iterable,  Inc.  All  rights  reserved Unfortunately,  it  just   stayed  there. It  would  be  a  good  idea   to  replace  it  with   another  message  or   perhaps  a  deep  link. We  thought  it  might  go   away  once  we  had  installed   and  logged  into  the  app… All  of  Pinterest’s  emails  had   this  reminder  of  their   mobile  app. Great  way  to  get  users  to   engage  on  another  channel.
  50. 50. Email  Takeaways ©2015  Iterable,  Inc.  All  rights  reserved 50 • Pinterest  has  done  a  good  job  personalizing  the  content  of  all  emails • Replacing  “Get  the  app”  message  with  a  more  useful  message/link  for   mobile  users  could  be  significant • All  their  emails  are  well  structured  and  attractive
  51. 51. Overall  Pinterest  User  Engagement  Takeaways ©2015  Iterable,  Inc.  All  rights  reserved 51 • Great  job  overall  and  a  great  model  for  other  B2C  companies • Pretty  good  cross-­‐channel  engagement,  but  not  “great”  yet • As  e-­‐commerce  (buyable  pins)  becomes  more  important  for  Pinterest,  it   will  be  interesting  to  see  how  their  engagement  evolves
  52. 52. 52©2015  Iterable,  Inc.  All  rights  reserved If  you  liked  this  teardown,  you  may  enjoy  the  others: View  them  and  sign  up  for  notifications  of  future  teardowns: iterable.com/teardown
  53. 53. Request  an  Iterable  demo: That’s  it! ©2015  Iterable,  Inc.  All  rights  reserved 53 • Thank  you  for  reading  this  User  Engagement  Teardown! • Join  the  discussion!  Use  #UEteardown • Download  these  and  past  teardown  slides:  iterable.com/teardown iterable.com/demo ! /iterable " @iterable # /iterableTV

×