Soundcloud - Optimizing the Creator’s Onboarding with the help of Motivational Theory
THE CHALLENGE
SoundCloud seeks to increase the number of first time uploaders (creators) to return and upload more music.
A cluster segmentation analysis showed that early lifecycle behaviors and validation metrics affect creator retention down the line.
SoundCloud identified three critical events that, if performed within the first few days of a creator’s first upload, will lead to:
- Higher long-term creator retention and lower churn for core creator activities
- Higher session counts
- Higher subscription conversion rates
THE SOLUTION
Together with the Phiture team, we designed an experiment that utilized a well-researched UX psychological concept called the “endowed progress effect” and activated the power of in-app messaging.
With this theory in mind, we built a creator onboarding series that uses a psychological framework to drive creators to complete 3 key metrics that have been identified by SoundCloud to increase creator retention, helping creators finding success connecting with listeners, getting their music heard and beginning to build a following quickly.
THE RESULTS: +18.56% uplift in creator onboarding – i.e., creators completing key metrics identified by SoundCloud.
Motivating new users to complete key events within their first three days helps to reduce the time spent by artists getting set up on the platform, increasing their opportunity to interact with listeners and build a following.
Optimizing onboarding in this way, utilizing innovative new research and concepts, helps to balance the quantitative with qualitative.
It is important to utilize psychological concepts as a lever for CRM experiments, as this approach can help to identify high-impact tests based on well-researched concepts that are rooted in evidence-based, human psychology.
You can read the full case study here.
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