2020 - 2022
Acquiring 150.000 users in 10 countries within 8 months
The World Economic Forum predicts that 50% of our global workforce will need reskilling in the coming decade. Currently, learning platforms mostly sell MOOCs — Massive Open Online Courses — as a preferred way of studying. However, MOOCs see a 95% dropout, with 52% of users never showing up after signing up.
KIMO is an AI-driven learning platform that allows you to learn the latest digital domains for free, in any format, and based on personal learning preferences. The application focuses on digital domains like AI, Blockchain, and IoT, and combines content from many sources (e.g., articles, videos, books, podcasts, cheatsheets). I joined KIMO one year after the founding team started coding, right before we started to design the first version of the app.
The goal
Work towards product/market fit by identifying the characteristics and specific needs of the user base as the foundation for a scalable growth plan that includes both a user acquisition and user retention strategy.
Leading KPI’s
- New Acquired Users
- Cost per Install
- Retention Rate (D1/D7/D30)
- User activation rate
Results
- 150.000 on-boarded users within 8 months
- an increase from 10% D1 at launch, to 20% D1 after 8 months, while keeping CPI costs steady
- a clearly defined target-audience
The approach
After we launched V1 of the app, we started testing 10 different hooks in 10 different countries. After running these experiments for a couple of weeks, we knew exactly what hook resonated best in what country, and which one aligned best with the product we were building in the meantime. We selected the 3 highest performing countries.
I built a Google Data Studio dashboard for real-time monitoring on the most important product and marketing KPI’s, so all stakeholders - including investors - could check in anytime.
In order to set up an effective retention strategy, we worked closely together with the development and product team to implement a solid tracking infrastructure (we used Customer.io + Firebase). This also allowed us to built email drip campaigns and sent personalised push notifications.
This all resulted in 150.000 users on boarded in the first 8 months after the launch, against extremely low cost per installs, and a D1 increase from 10% at launch to 20% after 8 months.