The smart money app and debit card for kids
(GoHenry was acquired by Acorns and rebranded GoHenry in the US to Acorns Early)
Addressing top most customer questions and concerns
Problem π€
More than half the customers entering the Acorns Early funnel drop out when they see the first step to enter their email address. Addressing reluctance to even begin registration is a significant opportunity for improving both customer experience and subscriber growth.
App launch
Welcome screen
User tapped on βParent sign upβ
Hypothesis π§
If we add a content-rich autoplay welcome screen to the registration experience, then sign-up and overall conversion will increase because weβll have pre-emptively addressed top most customer questions and concerns without adding unnecessary friction.
Solution
Control
Traffic:33%
Existing design (with a small sticker icon inside the text field).
TEST 1
Traffic:33%
Bigger button, sitting below the message field.
TEST 2
Traffic:33%
Sticker suggestions, display a different set of stickers depending on whether the teen is sending or requesting money.
Success metrics
2
% of Peer-to-Peer send or request with any social content (either a sticker or message).
1
% of Peer-to-Peer send or request with a sticker.
Result π
Increased sticker usage by x5-6 in the UK and USA, and a direct impact in weekly retention of Peer-to-Peer features in the UK.
Success metric 1
% of Peer-to-Peer send or request with a sticker:
Control
3.6%
4.3%
Test 1
12.5%
15.3%
Test 2 π
22.7%
22.6%
Success metric 2
% of Peer-to-Peer send or request with any social content (either a sticker or message):
Control
19.3%
21.5%
Test 1
25.7%
31.9%
Test 2 π
35.4%
37.2%
CVR % π¬π§
CVR % πΊπΈ
CVR % π¬π§
CVR % πΊπΈ