Services
Timeframe: 2021 / 2022
- Growth Strategy
- Content Production
- Cross-Channel Activation
- Soft Automation
- Experimentation + Reporting
- Product Management
- Product Design
- Data Analysis
Services
Timeframe: 2021 / 2022
- Growth Strategy
- Content Production
- Cross-Channel Activation
- Soft Automation
- Experimentation + Reporting
- Product Management
- Product Design
- Data Analysis
Rain’s core product instantly transfers funds to a user’s bank account for a fee. Revenue growth requires MoM increases across new user signup, adoption rate and transfer frequency metrics. Our growth strategy focused on building user trust with dynamic messaging and leveraging timing based on consumer financial trends.
VSR created our signature “modular design assets” that can be mixed and matched to create large volumes of branded content like email templates, digital ads and landing experiences fast. We designed and developed over 100 email templates for various cross-functional teams including the Onboarding, User Interviewing, White Label and Referral products which were used in product marketing growth campaigns.
We developed a variety of video assets for various projects including marketing and training. VSR organized a filmed event featuring the presentation of an oversized check to the winner of Rain’s initial sweepstakes. The raw video was edited by our creative team and developed into an emotional piece of video content that can be reused and repurposed. Animated videos were also developed to explain core product flows like onboarding and transacting which can be used by customer service teams for an enhanced user experience.
VSR designed custom assets like web pages and animations that improved experience for new and existing users. The custom animation is used as a splash screen within the mobile application and serves as an end card for video content and digital ads. Landing experiences were developed to support promotions and accelerate adoption of Rain’s MVP referral product. Referral feature flow and design was created by VSR and implemented by the client’s in-house engineering team through direct collaboration.
Revenue is not generated upon application signup, so VSR built strategies that drove users beyond the initial download. We…
Adoption rate of the core product became the primary objective after observing the high rate of returning users following the first transaction. In order to improve first transaction rates, we lowered the barrier to entry by waiving the first transaction fee for a testing cohort and measured the difference in adoption rate over a predetermined time frame. Performance analysis showed 35% more user signups than the control group and 60% higher adoption rate of the core product. Results from this test were analyzed, documented, and turned into an ad hoc strategy for accelerated adoption rate growth that could be leveraged when needed.
The best activation for driving performance across all growth KPIs was promotional sweepstakes. Sweepstakes activations deployed at the end of each month allowed for higher frequency communications across all channels with additional urgency and excitement. The sweepstakes were simple and counted each transaction as a separate submission which improved frequency as a secondary goal to transaction volume. VSR executed end-to-end development and activation of the sweepstakes each month as a strategy that contributed greatly to hitting aggressive MoM growth goals. Prize experimentation was crucial in helping find the optimal reward value for increased participation with minimal sweepstakes budget spent.
VSR executed end-to-end development and activation of the sweepstakes each month as a strategy that contributed greatly to hitting aggressive MoM growth goals. Prize experimentation was crucial in helping find the optimal reward value for increased participation with minimal sweepstakes budget spent.
Segmenting Rain’s audience into addressable target cohorts for activation was critical for executing VSR’s strategy which aimed to drive both new user signups and core product adoption rates. Leveraging the available attributes in raw user exports from the internal database, we were able to manually segment cohorts and create strategies that accelerated the user journey. The segmented messaging strategy delivered incremental improvements to each conversion point of the successful user journey driving more signups, engagement and MAU.
With limited engineering resources, VSR experimented with A/B and Treatment/Control testing to identify strategies that grew new users and revenue at the highest rate. We manually matched back IDs in raw revenue data with IDs in both the treatment and control audience targeting sheets used for the experiment. Using formulas to analyze incremental performance from the treatment vs. control in excel delivered clear outcomes indicating success or failure of the strategy quickly. A/B testing was leveraged to identify winning elements (messaging, CTA) on proven strategies. We then manually matched back IDs in raw revenue data with IDs in both the A and B audience targeting sheets used for the A/B activation. Using formulas to analyze incremental performance in excel delivered clear data on winners and losers from each test.
VSR built a manual ETL and reporting document in the initial stage before the data engineering team had been built out. We converted raw user reports and raw transaction data into valuable daily reporting on live documents accessible to key stakeholders. Manual reporting allowed for intimate analysis of trends in each report which was important for identifying opportunities for future growth activations. Visualizations for complex data points and performance projections were built in excel and published to the live documents for transparency and cross-functional use.
