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In today’s fast-paced digital landscape, data isn’t just the new oil—it’s the rocket fuel propelling businesses toward unprecedented growth. If you’re ready to leave your competition in the dust and soar to new heights, a data-driven growth strategy is your ticket to the stars. Here’s how to harness the power of data and make it work for you. Data: The Crystal Ball of Business Imagine having a crystal ball that reveals what your customers want, how they behave, and what will drive them to buy more. That’s exactly what data offers—a window into the minds and habits of your audience. But instead of mystical energy, we’re using cold hard numbers. Your data can tell you which marketing campaigns are working, which products are flying off the shelves, and which ones are gathering dust. By analyzing patterns and trends, you can make informed decisions that drive growth. It’s like having a GPS for your business journey, ensuring you never take a wrong turn. Collecting Data: The Gold Rush Before you can harness the power of data, you need to collect it. Think of it as a modern-day gold rush, where the precious nuggets of information are scattered across various sources. Here’s where to dig: Website Analytics: Tools like Google Analytics can provide a treasure trove of information about your site visitors—where they come from, what they look at, and how long they stay. Social Media Insights: Platforms like Facebook, Twitter, and LinkedIn offer analytics that reveal which posts resonate with your audience. Customer Feedback: Surveys, reviews, and direct feedback from customers are invaluable for understanding their needs and pain points. Sales Data: Your sales records are a goldmine of information about what products are popular, when, and with whom. Cleaning Your Data: The Marie Kondo Method Just like decluttering your home, cleaning your data is essential for ensuring it reveals actionable insights. Raw data can be messy, full of errors, duplicates, and irrelevant information. Before you can use it, you need to clean it up. Remove Duplicates : Ensure that each piece of data is unique to avoid skewing your analysis. Fix Errors : Correct any typos or inaccuracies in your data entries. Standardize Formats : Make sure all data is in a consistent format, such as dates and phone numbers. By cleaning your data, you’ll have a pristine set of information that’s ready to guide your growth strategy. Analyzing Data: The Sherlock Holmes Approach Once your data is clean, it’s time to put on your detective hat and start analyzing. This is where the magic happens—where raw numbers transform into actionable insights. Identify patterns in your data. Are there certain times of the year when sales spike? Do customers from specific regions buy more? Segment your audience to tailor your marketing efforts to specific groups. Keep an eye on key performance indicators (KPIs) like customer acquisition cost (CAC), lifetime value (LTV), and churn rate. These metrics are your business’s vital signs. An example of using data to drive growth and marketing efforts is Duolingo pushing people towards streaks at the beginning of the year. Why? Because they noticed that their users tend to make new year resolutions around that period. Turning Insights into Action: The NASA Control Room Imagine your business as a rocket ready to launch. You’ve collected and analyzed the data—now it’s time to put those insights into action, just like mission control at NASA. Optimize marketing campaigns by focusing on what works. If you know that a certain demographic is responding well to your ads, double down on that audience. Enhance customer experience by tailoring your services and products based on feedback and behavior data. Predicting the Future: The Fortune Teller’s Toolkit One of the most exciting aspects of data-driven growth is predictive analytics. This is where you use historical data to forecast future trends. It’s like having a fortune teller on your team, but without the crystal ball. Predict future sales based on past performance to help with budgeting and planning. Anticipate customer needs and behaviors. For example, if a customer frequently buys a particular product, you can predict when they might need a to buy it again and how often. Stay ahead of the curve by identifying emerging trends in your industry. The Feedback Loop: The Circle of Life Data-driven growth is not a one-and-done deal—it’s an ongoing process. Think of it as the circle of life for your business. Once you’ve implemented changes based on your data, you need to monitor the results and gather new data. Track results using your key results to measure the impact of your changes. Did your marketing campaign boost sales? Did your new customer service strategy reduce churn? Continuously collect data to keep your insights fresh and relevant. Refine and repeat the process using the new data to improve your strategies continually. Tools of the Trade: The Swiss Army Knife To make the most of your data, you’ll need the right tools—your Swiss Army knife for data analysis. Here are some must-haves: • Google Analytics for website data. • Tableau for powerful data visualization. • Mixpanel for tracking user interactions. • Hootsuite for social media analytics. • SurveyMonkey for gathering customer feedback. Overcoming Data Challenges Harnessing the power of data has its challenges. From data privacy concerns to the sheer volume of information, you’ll face obstacles along the way. Ensure you’re compliant with regulations to handle data privacy. Focus on the most relevant data to avoid getting overwhelmed. Invest in training or hiring skilled analysts to interpret your data correctly. Conclusion: Your Future with a Data-Driven Growth Strategy By using the power of data, you’re not just making educated guesses—you’re making informed decisions that can drive your business to new heights. With a clear strategy, the right tools, and a commitment to continuous improvement, you can transform raw data into a powerhouse of growth.

As a community, we need to fund every email marketer's therapy because it's a tough world. You know those pesky emails you get from brands you don't remember subscribing to? Each one represents hours of at least one frustrated marketing professional who had to try out several subject lines, slave over open rates, cry, and do the dramatic wall slide only to end up in the promotions folder where all things go to die. Don't be like them! Sometimes, your growth experiments will involve drip sequences or email communications. And if you can't capture your audience right from the subject line, you may be reducing the effectiveness of your experiment. 20 Simple Tips for Writing Great High-Converting Email Subjects These tips will help you avoid the promotions folder like it's the plague: 1. Get Personal, Not Creepy: Use their name, but don't overdo it. "Hey [Name], your style picks are in!" works better than "Hey [Name], buy this now!" ✅ Do: "Ready for a surprise, [Name]?" ❌ Don't: "[Name], we've been watching your recent purchases..." 2. FOMO is Your Friend: Create urgency, but avoid sounding like a doomsday prophet. "Last chance for half off!" beats "Hurry or you'll regret it forever!" ✅ Do: "24 hours left to see what's on sale!" ❌ Don't: "Act now or live in eternal despair!" 3. Curiosity Didn't Kill the Click-Through Rate: Tease them with a snippet, not a novel. "You won't believe what's inside..." is better than "We have many great products inside..." ✅ Do: "Is this the coolest gadget ever?" ❌ Don't: "This might be a product you possibly could like maybe?" 4. Numbers Game: Numbers stand out, but don't turn it into math class. "10 ways to boost your productivity" is better than "There are a number of ways..." ✅ Do: "7 secrets to a perfect summer body" ❌ Don't: "Multiple methods to consider for improving your physique" 5. Question Quest: Ask a question, but it's not an interrogation. "Are you making these SEO mistakes?" works better than "What are you doing wrong with SEO?" ✅ Do: "Feeling Overwhelmed with meal prep?" ❌ Don't: "Why haven't you figured out your meal prep yet?" 6. Emoji Express: Use emojis wisely; a smile can save a subject line. "🔥 Hot deal just for you!" catches more eyes than "Hot deal available now." ✅ Do: "You're invited! 🎉" ❌ Don't: "Open me! 📧👈🏻✨💥🔥" 7. Avoid 'Spammy' Speak: Keep it casual, not like a carnival barker. "Unlock your exclusive offer" is better than "Buy now and save big!!!!!" ✅ Do: "Your private invitation awaits..." ❌ Don't: "SALE SALE SALE BUY NOW!!!!!!" 8. Clear Over Clever: Be clear first, clever second. "Your cart is expiring!" is better than "Your cart feels lonely." ✅ Do: "Meet your perfect shoe match" ❌ Don't: "Lonely soles seeking feet for a perfect match?" 9. Keep it Short and Sweet: Long subject lines get cut off. "Maximize your space" is better than "How to make the most of the limited space in your home or office." ✅ Do: "Quick fixes for small spaces" ❌ Don't: "Innovative and creative approaches to maximizing minimal living and working areas" 10. Test and Learn: Always A/B test, but don't turn into a mad scientist. "Version A: 'Your style guide,' Version B: 'Get your style guide'" helps you learn what works. ✅ Do: A/B test with slight tweaks. ❌ Don't: A/B/C/D/E/F/G test until your email list revolts. 11. Be a Tease, Not a Spoiler: Give a hint, not the whole plot. "We've got a secret..." is better than "We're offering 20% off all products." ✅ Do: "You've unlocked a special surprise..." ❌ Don't: "Here's a coupon because we like you." 12. Speak Their Language: Use words your audience uses, not industry jargon. "Get the deets on the hottest tech!" beats "Leverage cutting-edge technology." ✅ Do: "Your geeky guide to gadgets" ❌ Don't: "Optimize your technological repertoire" 13. No False Alarms: Don't cry wolf with "URGENT" if it's not. "You'll want to see this..." is less panic-inducing than "Action needed immediately!" ✅ Do: "Open up for a delightful deal" ❌ Don't: "URGENT: Open this now!" 14. Play the Name Game: Mention a product they love, not 'Product X'. "Your favorite jeans are back!" hits harder than "Product restock notification." ✅ Do: "Guess who's back? Your go-to sneakers!" ❌ Don't: "Inventory update on products" 15. Simplicity is Key: Keep it straightforward, not like a riddle. "Instant access to our best recipes" is clearer than "Gastronomical delights await your discernment." ✅ Do: "Dinner solved: quick recipes inside!" ❌ Don't: "Culinary solutions for the discerning gourmand" 16. Show Value, Don't Brag: Highlight benefits, not features. "Save time with one-click shopping" is more appealing than "Our app has one-click shopping." ✅ Do: "Your shortcut to a chic wardrobe" ❌ Don't: "Featuring our new range of stylish clothes" 17. Timing is Everything: Send when they're reading, not sleeping. Test times to find when your audience is most responsive. ✅ Do: Schedule emails for peak engagement times. ❌ Don't: Blast emails in the middle of the night. 18. Keep Promises, Not Secrets: If you promise a weekly tip, deliver it. "Your weekly marketing tip inside!" is a promise kept. ✅ Do: Deliver on your email's promise. ❌ Don't: Make promises in the subject and forget them in the content. 19. Avoid the 'No Reply' Nuisance: Send from a real person, not 'noreply@company.com'. "Message from [Your Name]" feels more personal. ✅ Do: Use a personal or company name that's recognizable. ❌ Don't: Use a generic email address that discourages replies. 20. Matchy-Matchy: Ensure your subject line and email content are BFFs. "Your style update" should lead to fashion tips, not random product dumps. ✅ Do: Align your subject line with the email body. ❌ Don't: Mislead with an irrelevant subject line.

Scenario one: It's a great day at the beach. You're walking around lazily, half-melted ice cream in one hand, your new beach bag in another. You look up and see a crowd gathered around something. Seems interesting so you walk over and it's a giant installation! A free water dispenser! Surely a blessing on such a hot day. All you have to do is scan the QR code, click a button on your phone, and boom, a cold bottle of water is dispensed. Scenario two: You finally made it to the airport on time for the first time in your life. Your bags are checked and with two hours to spare, there's nothing else to do but explore. So you walk towards duty-free and spot a giant structure in the form of a company's logo or mascot next to a sign that says "Scan here on your [company X] app for duty-free discounts". Why it Works Installations can be as flashy as you want them to be. They can be made of plastic, cardboard, stone, canvas, etc. The world is your oyster. They are heavily branded so even if people don't stop at your installation, you can design them in ways that people who see them can take note of your brand. You can design them to be aesthetically pleasing and encourage people to take pictures of them. This could even become a social media engagement campaign. The technical implementation of a QR Code that leads to your app or site and unlocks some sort of discount code for whoever scans it, is pretty simple to implement. You can track QR code scans even if you might not be able to correctly track how many people see your installation. Targeted Growth Levers Awareness Acquisition Engagement Best Locations for an Installation This depends on your brand, your customer persona, and what you're trying to achieve. For example, if you're a skincare brand serving women in their 40s, it would be weird to station your installation outside a Doja Cat concert. If you would prefer a more general approach to placing your installation, then you can try a more general location. Some include: Airports: dispense discount codes for certain stores, plane pillows, travel essentials, etc Beaches: dispense bottled water, activity tickets, sunscreen, mini beach towels At the entrance of Event Halls/locations during concerts: dispense fans, glow-in-the-dark bands or phone cases, glow sticks, and sunglasses for the blinding lights Shopping Malls: dispense discount codes, coupons, etc Public Parks: dispense drinks, paper towels, etc Bus stops: dispense face masks, ear plugs, water Train Stations: Experimental: boats Stadiums, sports centers: sports memorabilia, merch like arm bands or collectibles of different athletes Restaurants: food discounts, mints Outside Bars and lounges: mints, discounts Things to Consider Before Setting Up Your Installation Find Your Why: Your installation isn't just a pretty thing to look at; it should have a mission. Link it to a big idea or event that's got everyone talking. User-Friendly Fun: Make it a piece of cake to use. No one wants to fumble around on their phone and miss out on the fun. Safety First, Party Second: Keep it accessible and out of the way. Everyone should get in on the fun, no tripping involved! Weather-Proof Your Installation: Outdoor setup? Make sure it won't wilt in the sun or blow away with the breeze. Red Tape Check: Check off those legal boxes so your fun isn't cut short by a clipboard and a frown. Keep it Running Smooth: Regular check-ins on your installation will keep the good times rolling without a hitch. Privacy Please: Collecting data? Be a good sport and keep it clear and confidential. Stay on Brand: Your installation should scream "you" in every detail. Consistency is king. Time it Right: Launch when the crowd is ripe for maximum wow factor. Success Snapshot: Decide how you'll know if your installation is the hit of the season. What's the goal? More downloads, likes, or maybe some good old-fashioned buzz? Now, with these things in mind, you're all set to create an installation that’s a hit with the crowd and true to your brand. Have fun with it!

If you haven't already done so, then establishing a growth team is the best thing you'll do for your company this year. It's the glue that ties your marketing, operations, product, engineering, and customer success to your revenue. But here's the thing: setting up a growth team isn't easy and your team can easily fall into the pit of mistakes. So let's look at these 12 mistakes every new growth team should avoid. 1. Falling Into the Idea Trap Ideas are exciting and I've noticed that a ton of emphasis is placed on ideas when discussing growth. Everyone wants that one big idea that puts everything into place and makes it into the growth hall of fame (RE: Coinbase's Superbowl QR code ad). But the problem is that with a lean growth team of less than 10 people, and only 12 weeks in each quarter, placing too much importance on developing many interesting ideas isn't the smartest thing. You'll find that your team is simply filling your backlog with tons of nice-sounding ideas that you never eventually examine because there's simply no time. What You Should Do Instead Streamline the idea-generation process. Start with data related to the metrics you want to improve eg increase revenue by x%. What parts of your user's transaction journey need improvement? Let data be the guiding light; ground your decisions in facts and figures, not just the allure of the idea. This approach ensures that you’re not just chasing after every bright light but investing your energy in ideas that are both actionable and promising. Prioritize ideas that closely align with your business goals and have the potential for the highest impact. Encourage the team to focus on executing well on a few ideas, rather than juggling many at once. 2. Not Establishing Structure Quickly When you’re enthusiastic about setting up your growth team, it’s easy to dive right into the deep end. Brainstorming sessions, idea generation, and action plans become the order of the day. But hold your Horses! Without a solid structure, your team can easily become a group of headless chickens running in different directions. What You Should Do Instead Build a foundation first. Clearly define roles, set up processes, and establish communication channels. Make sure everyone knows their responsibilities and how they fit into the bigger picture. Remember, a well-structured team is like a well-oiled machine. 3. Moving Too Fast Recently, I found that Ramp, a New York-based Fintech company runs 75+ growth experiments every 2 weeks. It's easy to look at a company like that and compare your 3-month-old growth team to them. But I guarantee you that jumping the gun without investing in your team (patience, structure, human resources, and skill acquisition)will get you poor results. It will also leave your team feeling overwhelmed and too exhausted to think and execute creatively. What You Should Do Instead Ease into the process; don't force it. Start by setting realistic goals aligned with your team's current capacity. It’s essential to foster a culture where quality trumps quantity, and strategic thinking is not sacrificed for speed. Here are steps to ensure you’re moving at the right pace: Set Realistic Goals: establish achievable targets tailored to your team’s capacity. Focus on Quality: prioritize well-planned experiments over quantity. Provide Necessary Resources: equip the team with tools, training, and time. Build a Supportive Culture: foster an environment of encouragement and value. Evaluate and Adjust: regularly review and refine your growth strategies. 4. Moving Too Slow While you shouldn't jump straight into launching 50 experiments a week, you also shouldn't move too slowly. There'll be excuses and many times when it feels easier to slow down and work towards just 1 experiment a week or every 2 weeks. But if you're going to build a team that handles rapid experimentation, then you need to do the hard thing and increase your output. What You Should Do Instead It's like training a muscle. Progressive overload is the key. Instead of maintaining a pace of 1 experiment per week, find out what makes execution work for your team and optimize it. When it becomes easy to launch one experiment weekly, try launching two. Re-assess and launch more if your capacity improves. Add team members, skills, and budget increments as you grow and start to see success with your experiments. 5. Tracking the Wrong Metrics Metrics are like the north star for a growth team, guiding your path and indicating if you’re headed in the right direction. But pick the wrong star, and you’re lost in the vast universe of data. Vanity metrics can make you feel like a superstar, but they don’t contribute to real growth. What You Should Do Instead Focus on actionable metrics that tie directly to your business goals. Cut through the fluff and keep your eyes on the numbers that matter. Every metric should be a stepping stone to informed decisions and strategic actions. If a metric isn’t helping you make better decisions, toss it. 6. Skipping the Data In the world of growth, data is king. But sometimes, the excitement of new ideas can make you sideline this crucial aspect. You end up shooting in the dark, and let’s be honest, that’s just a waste of ammo. What You Should Do Instead Treat data like your trusted ally. Before you leap into action, take a moment to analyze the data, understand the trends, and identify the opportunities. Every decision should be data-informed, ensuring that your actions are precise, targeted, and effective. 7. Getting Swept up in Assumptions "It worked for them, so it should work for us,” sounds familiar, right? But here’s the bitter pill to swallow - what works for one, doesn’t always work for all. Assuming can lead your growth team into a wild goose chase. What You Should Do Instead Test and validate every assumption. Don’t take anything at face value. Be curious, be skeptical, and be ready to roll up your sleeves and dig into the details. Every strategy should be customized to your unique business context, audience, and goals. 8. Letting Bias Seep in We’re all human, and we’ve got our biases. But when bias creeps into your growth team, it can skew perspectives, decisions, and results. Suddenly, you’re not sailing with the wind; you’re fighting against the tide. What You Should Do Instead Cultivate a culture of objectivity. Who's the least positive person on your team? That person who just isn't ever quite as excited about the big ideas. Many people would view that as 'not a culture fit' or 'toxic' but I challenge you to use that to your advantage. Give them free rein to scrutinize every idea and you just might find that you're the crab slowly getting boiled in a pot of bias. Encourage diversity of thought, welcome different perspectives, and be ready to question your own beliefs. Every decision should pass through the rigorous filter of objectivity, ensuring that it’s not personal, it’s purely growth. 9. Overestimating Your Team's Abilities The enthusiasm after getting that first batch of great results can sometimes make you feel invincible. However, overestimating your team’s abilities can set you up for burnout and disappointment. Rome wasn’t built in a day, and neither is a successful growth team. What You Should Do Instead Be realistic. Set achievable goals, acknowledge your limitations, listen to your team, and don’t be afraid to seek help when needed. Every win, no matter how small, is a step forward. Celebrate the progress, learn from the setbacks, and remember, it’s a marathon, not a sprint. 10. Being Too Rigid with Routine Routines can make your team efficient, but too much rigidity can stifle creativity and innovation. If you’re always sticking to the script, you might miss the plot twists that could lead to groundbreaking growth. What You Should Do Instead Encourage flexibility and adaptability. Create an environment where experimentation is welcomed, and innovation is the norm. Be ready to pivot, adapt, and evolve. In the dynamic world of growth, the most adaptable are the ones who thrive. 11. Giving Unequal Responsibility Across the Team When the workload isn’t evenly spread, it can lead to burnout for some and underutilization for others. It’s like having a soccer team where only a few are running, and the rest are watching from the sidelines. What You Should Do Instead Ensure that responsibilities are distributed evenly. Each team member should have a clear role, with tasks and expectations mapped out. Remember, a team that works together, grows together. Every member is a cog in the wheel of growth. At the same time, responsibility should be tailored according to your team members strengths and weaknesses. 12. Forgetting to Upskill Your Team In the fast-paced world of growth, yesterday’s skills can become obsolete tomorrow. If your team isn’t evolving, it’s stagnating. And in the growth game, stagnation is the first step to irrelevance. What You Should Do Instead Invest in continuous learning. Encourage your team to upgrade their skills, explore new trends, and stay ahead of the curve. Remember, a team that learns together, grows together. Every new skill acquired is a weapon added to your growth arsenal.

I remember chatting with a friend back in 2020. She owned a skincare store and had this issue – plenty of first-time shoppers, but not many returned. Her 'free gift after each purchase' strategy wasn't working as well as she hoped. So I said 'why not make it a game?" Two months later, a spinning wheel had become a permanent fixture in her store. My earliest memory of spinning wheels goes way back to the game show 'Temptation'. I would curl up on a couch next to my dad, brimming with anticipation as a contestant spun the wheel that could unlock anything from unbridled joy to instant disappointment. I think something as ingenious as a spinning wheel could be the key to unlocking better user retention and engagement for you. Just ask Temu. What Makes the Spinning Wheel a Great Tool for Startup Retention? The spinning wheel is more than a prize dispenser; it’s a tool of engagement and if you're sleek with it, it could unlock a ton of user engagement. It combines the allure of visible prizes, the thrill of suspense, and the clarity of odds to make each user’s experience unique. Every spin weaves into the user’s personal journey, making engagement not just likely but inevitable. The allure of the spinning wheel stems from these simple psychological concepts: Scarcity and Desire: Prizes are laid out for the user to see. This sparks immediate interest. Users know exactly what’s up for grabs and each spin becomes a mission to snag a specific prize, turning the experience personal and urgent. Joy of Anticipation: The wheel takes its sweet time to stop, teasing users while hovering over various prizes. This dance of almost-wins and close calls amps up the excitement, making every spin a nail-biting experience. Transparent Probability: With the spinning wheel, what you see is what you get - the odds are clear. How to Choose the Right Rewards and Guarantee Success From Your Spinning Wheel The best way to ensure success from your spinning wheel strategy is to choose your rewards well and position them even better. Here are some tips I like to keep in mind: Follow the data: Who are your customers? And what types of rewards could get them excited? Cash, subscriptions, access to events, a vacation, merch, devices, a blog feature, etc. Go back to your customer persona and figure out what's really important. Don't be afraid to ask: If you're having trouble figuring out what rewards to add to your wheel, try asking your audience directly. You can try a poll or survey or go a little deeper: take a sample size of your ideal customer, call them, and ask about: Their most pressing need at the moment Their most recent purchase Their most frequent purchases This will give you a window into what your audience sees as 'must-have' rewards. Space out the great rewards. Imagine this lineup of rewards on a spinning wheel with 8 sections: $1, $50 bonus, 20% discount, an iPhone 15, a company t-shirt, $200 Starbucks voucher, $1. The most valuable reward here is the iPhone 15, so it should be more difficult to get, but not unattainable. Ideally, a small group of users should be able to win it at some point to build credibility for your wheel strategy. The easiest prize to win should be the least valuable because this saves you money and still allows your users to anticipate winning the bigger prize in the future. 4 Effective Ways to Retain and Engage Users With a Spinning Wheel Strategy I absolutely enjoy daydreaming about fun ways to use game strategies and in my daydream haven, I thought about the following: 1. Time-Triggered Spin to Win Challenge A time-triggered spin to win is like your daily coffee fix - it's there, waiting, at the same time every day, week, or month. It’s a rhythm that could turn into a habit. When the clock strikes that special hour, users know there’s a spinning wheel, buzzing with prizes, just a click away. Users are looped into a cycle of expectation and reward. 2. Event-Triggered Spin to Win Challenge Now, picture this: a user makes a purchase or signs up for a newsletter, and bam! Wheel in their faces. It's like a delightful ‘thank you’ note but way more exciting. This event-triggered spin turns mundane actions on your platform into golden ticket moments. Spend a bit here, sign up there, and voila, the wheel emerges from the shadows, cheering users on and tossing prizes their way. It turns the ordinary into the extraordinary, making every on-app action a potential prelude to a huge serotonin boost. 3. Streak-Triggered Spin to Win Challenge If you've sat with me for two minutes at a stretch, then I've probably told you about my guilty pleasure: Township, the town-building game by Playrix. Apart from being a treasure trove of ninja-like growth tactics, it's incredibly addictive. So it's no surprise that I've easily racked up a 150-day streak which I get rewarded for daily. If the township Reddit with people holding almost 10-year streaks is anything to go by, then you should give streak rewards a second look. There’s nothing like being on a hot streak, and with a streak-triggered spin to win, every return visit becomes a step closer to the jackpot. It’s like a digital pat on the back - ‘Good job on the 7-day roll; now spin to claim your crown!’ 4. Spin the Wheel Before an Action And then there’s the pre-action spin, a taste of the victory before the battle. Users get to spin and glimpse the prize that could be theirs - but wait, there’s a catch. A little action, a small task stands between them and their prizes like a teaser. The key here is the soft touch – it’s a nudge, not a push, inviting them into a dance where the prize, though in sight, still plays hard to get. Setting Up Your Spinning Wheel Experiment You can't just push a spinning wheel to all your customers without testing its effectiveness first. What if it doesn't work as well? You would be stressing your customers and engineering team unnecessarily. And don't get me started on the finance team! That's why you need to grab your scientist hat and run an experiment on a small portion of users first. Since we already know exactly what we want, we can skip the thinking and research phase of the growth experiment process. Here's what to keep in mind specifically for the spin-the-wheel experiment: Get the almighty hypothesis Figure out which metrics to track Set up proper tracking Test different designs Try different placements and positions Test rewards Test copy variations Report your observations without boring people to death Repeat or trash? Decide quickly Make the spinning wheel permanent if it works Shall we go deeper?.... Get the Almighty Hypothesis What do you think your spinning wheel will get you in terms of engagement? This prediction step gives you clarity and a baseline on what to expect. Now, you can ask yourself "If this is what I expect the outcome of this experiment to be, how relevant is that outcome to the overall metric I'm trying to improve?" Be careful with your hypothesis. There's a difference between the probable outcomes of your experiment and the outcome you want to see. Figure Out Which Metrics to Track A spin-the-wheel game is one of my favorite gamification methods because it's incredibly versatile across several growth levers. Trying to retain users? Let them spin the wheel once a week or a month. Trying to activate new users? Let them spin the wheel and claim the reward at checkout. Trying to acquire new users? Try a spin-the-wheel GIF that takes them to a landing page where they can enter their emails (sign up) to complete their wheel turn. What about reactivation? Send your dormant customers a wheel full of free transactions, delivery, vouchers, cashback, etc. Set up Proper Tracking for Your Experiment No matter which levers you choose, it's important to set up proper tracking. Here's how: Get your metrics right: Ideally, as a growth team, you should already have the key metrics you would like to improve within a certain period. Next: Decide which of those metrics would be best served by this experiment. Get those metrics and state them somewhere everyone on the team can see them. For example, achieve a 10% boost in company X's monthly retention rate. Carve out a target cohort: Who do you want to deploy the experiment to? For a metric like retention, you would most likely be testing to see if the customers who tend to drop off every now and then could actually be motivated to keep coming back. The simple way to go about it is by pushing the wheel to your active or inactive customers and tracking retention from there. But I've found that a big-picture approach could work better and here's how I would do it: Imagine that Company X had a 50% retention rate in the last 6 months. That gives you 2 user buckets to start with: those who dropped off and those who Company X retained. Look into the 50% who returned, and filter out those who transacted every month for the last 6 months. These are your most active users and do not need this experiment because they already have a strong enough motivation. Remember, the goal should be to keep your experiment as lean as possible. Whoever is left is your 'in-between user' who has probably gone through the cycle of dropping off and returning at some point within the last 6 months. They have 1 leg in and 1 leg out so they're great for testing the effectiveness of your spinning wheel experiment. You can now decide on how many people you would like to experiment with from this cohort. 3. Create your Control Cohort: The first time I ran a growth experiment, I completely forgot to add a control cohort and I ended up feeling really dumb in my stakeholder sync. Don't be like me!! Your control cohort should have the same number and characteristics as the people in your target cohort. In our retention case, if you're experimenting with 1000 people who have dropped off and returned at some point in the last 6 months, the control group should be another 1000 people who also dropped off and returned at some point within the last 6 months. Pro Tip: Divide your experiment cohort into equal halves. One half will get a spinning wheel while the other half will serve as the control group and won't get the spinning wheel. Why is it important to have a control group in your experiment? It's important to have a control group because you need to be able to compare the behavior of those who see the wheel and those who don't. It gives a glimpse into how your experiment cohort would have behaved if they hadn't seen the spinning wheel. It also gives you a way to see a clear impact: If those who saw the spinning wheel had better retention than those who didn't, then it shows that the spinning wheel is an effective retention tool for you. If the wheel doesn’t boost retention, it’s time for a rethink. Chat with the users, and get their take. Sometimes, a tweak in rewards or design can turn things around. Set Up Proper Tracking Setting up tracking can range from a basic spreadsheet to intricate dashboards, depending on your analytics setup. Take it from me, a balance between simplicity and functionality is your best bet. A simple Google Looker dashboard could visualize any changes in your experiment metric, while still being simple enough for anyone to understand. Your dashboard should show: The retention rate for your experiment cohort The retention rate for your control cohort Other metrics you want to check (like engagement that didn't lead to conversion). Users who came back and visited some pages after the spinning wheel without completing a transaction A date filter to see their retention values across other periods such as daily, weekly, monthly, quarterly, yearly, and all-time. Test Different Designs Nailing the design is crucial; it’s like baking where the right mix determines if you get a perfect cake or a flop. It isn’t just about aesthetics; it’s a crucial element that can elevate user engagement or send it plummeting. Keep the following in mind: Consider trying out different color schemes, themes, and visual elements. Does a minimalist approach, with its clean lines and subdued colors, resonate more, or does a bold, vibrant design capture your user's attention? Does putting a popular meme or face in the middle of the wheel make it more appealing? Is a fast spin better than a slower one for building anticipation? Pay attention to the feedback and behavior of your users. Do they spin more when the wheel has playful icons and emojis or when it has a more modern 'luxury' vibe? Each spin, click, and user comment is a breadcrumb leading you to the design that not only pleases the eye but also maximizes engagement. Try Different Placements and Positions Positioning is to your spinning wheel what location is to real estate - it’s everything. Where the wheel is located can impact its visibility and accessibility. Test putting it on the homepage for immediate visibility, or drop it within a user’s profile to make it a nice surprise. It's like placing the candy aisle at the front of the store versus the back - each has its own merits. Analyze the data; does front and center yield more spins, or does the element of surprise work in your favor? Test Rewards Rewards are the juiciest part of the spinning wheel experiment. To nail this, consider diversifying the rewards. Mix instant gratification with long-term gains. Maybe throw in a dash of exclusive content, a sprinkle of discount codes, or even the golden ticket - a one-on-one with the CEO for your most loyal user. Observe your user reactions. Which rewards get them spinning like there’s no tomorrow, and which ones are not appealing? Tailoring the rewards to resonate with the users’ desires and needs can turn each spin into a personalized experience. Test Copy Variations There's copy and then there's "COPY"! Copy is your average 'hey! Spin the wheel for a chance to get a nice reward'. And COPY is what makes your user say "I have to spin this." And no, I'm not talking about the 'punny' overly pretentious copy like 'Spin this wheel for a reward that spins your world'. I'm talking about smarter COPY like: "3 people have won the iPhone 15 today. Are you the 4th?" "If you think you're lucky, then prove it. Spin the wheel" COPY uses the power of your user's curiosity to work for you. In the first example, your user most likely also wants to know if they could be the 4th winner of that present today. In the second example, your user probably wants to prove that they're a lucky person; it's a form of self-validation. Report Your Observations Without Boring People to Death Reporting isn't about boring your stakeholders with a bowl of numbers and graphs. It's storytelling. Your task here is to weave your data into a narrative that’s as compelling as it is informative. Share the journey from the initial hypothesis, the twists and turns of user interactions, to the revelations unearthed from the data. What did the users embrace? What did they absolutely hate? Each metric, feedback, and observation is a chapter unveiling the story of user engagement, the successes, the missteps, and most crucially, the learnings for future experiments. Repeat or Trash? Decide Quickly Here’s the fork in the road. The data’s in, your users have spoken. Is the spinning wheel a keeper, or is it destined for the digital dustbin? This isn’t about being married to the idea but more about being ruthlessly objective. If the wheel spins users into a frenzy of engagement, it’s a winner. But if it's as enticing as saltless food, it might be time to let go. The key is in the ability to adapt, iterate, or if need be, pivot entirely. Every data point is a stepping stone to refine or dump your strategy. Make the Spinning Wheel Permanent if it Works 👑 If the wheel is a hit, boosting engagement significantly, it's time to make it a staple in your strategy. Think bigger - integrate it into your loyalty program too. Every spin could rack up points, every point a currency for exclusive rewards. It’s not just a game, but an ecosystem where engagement, retention, loyalty, and rewards are intertwined.