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Low-Hanging Fruit Assistance: Push Notifications to Guide Financial Account Linking and Increase Active Member Numbers.
Timeline
2 Months (2021/10)
Role
A/B/n Test
Statistical Analysis
Quality Assurance
Goal
Activation
With
Engineering Team
Overview
Increasing transparency in the account-linking process will be a key challenge in encouraging new users to continue using Moneybook.
Data showed that the growth in the number of users successfully linking their financial accounts was flat. Through user interviews, it was found that "uncertainty about the time required for account-linking" was the main reason for drop-off.
To ensure users remain engaged and complete the financial account linking, I designed and executed an A/B test to evaluate whether "providing binding account tutorials via push notifications" could improve the completion rate.
The results showed that regardless of whether the push notifications included tutorial information, both approaches effectively increased user engagement and boosted the completion rate of financial account linking.
Problem
The number of users successfully linking financial accounts has grown at a slow pace. User interviews revealed that users drop off when they don’t know if or when linking will complete
My Role
Drove engagement through push notification strategy and A/B testing.
In order to keep users’ engaged, I choose to use the “push notification” to increase users recall, and worked on the following A/B Test:
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Testing the push notification “with or without the link of account linking tutorial” for users’ willingness to link account.
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Testing the push notification “with or without the link of troubleshooting for account linking” for users’ willingness to troubleshoot linking failed.
The Design of Experiment
# | Target User | Control Group | Treatment Group (A) | Treatment Group (B) |
|---|---|---|---|---|
1 | Users who haven’t linked any accounts | Do not send push notifications. | Send a push notification with account linking tutorial and prompt to link a new account. | Send a push notification with account linking tutorial. |
2 | Users whose account linking has failed | Do not send push notifications. | Send a push notification with a troubleshooting tutorial and prompt to resolve account linking issues. | Send a push notification with a troubleshooting tutorial. |
Results
Whether the push notifications are accompanied by a tutorial or not, they are effective in increasing users’ willingness to link account and solve linking issues.
Learning
Exploring the optimal solution in a scientific and systematic way can build better products.
When we first tested the push notification, it had no significant impact. We supposed that the trigger interval of push notification was too late since users finished registering. After shortening the interval, we finally get the insignificant results.
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