VALUE ADDITION
2. Relooking at User Engagement Metrics
By identifying customer behaviors in data for Autopay rejection, we identified four distinct behavioral segments: Heuristic Payer, Procrastinating Payer, Controlled Juggler, and Stressed Juggler. We then crafted personalized communication strategies for each segment. Unlike traditional communication on Autopay enrollment that solely focuses on economic benefits, our behavioral lens allowed us to tailor the communication to address the emotions these segments experience by identifying the dominant cause of rejection including: Autopay is irrelevant, Autopay is annoying, Autopay is rigid, Autopay is risky. Testing showed significant impact, underscoring the value of a behavioral lens in communication. Ongoing investigation and experimentation keep our strategies effective and responsive to evolving customer behaviors.
APPROACH
A prominent marketing insights platform sought to boost content engagement but faced challenges given the limitation of its data analytics model to explain varying levels of user engagement. This lack of user-centric insights made the editorial team rely on subjective and anecdotal interpretations, hindering their data- driven strategy. To address this, we conducted a comprehensive analysis, including a review of available data, website flow, competitor analysis, and literature review to identify potential factors that influenced engagement with the content, as well as any barriers that may have impeded it. Visualizing the user journey helped us map users' experience of engaging with the content and the website. Analysing external factors such as user needs and the mindset with which users approached the website allowed us to map their reading patterns and inform content strategy accordingly.
INSIGHTS
1. Limited User Journey: The data analysis uncovered that users had a short-lived journey on the platform, with the majority leaving within 10 seconds. While amplification (“push”) efforts generated high traffic and initial engagement, users quickly disengaged and dropped off. In addition to “push” efforts, the business strategy needs to include “pull” access to ensure returning users build an emotional connection with the platform and initiate engagement. One way of doing this is by clarifying the value proposition of the platform and aligning it with the goals of the user.
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