Import Content
Helping users follow best practices in our campaign creation flow to create successful campaigns with higher CTR and RPM
Problem
Users don't follow best-practice recommendation and suffer from
low performance in their campaigns
Users don't follow our best-practice recommendation of creating campaigns with at least 3-5 ads. As a result we found many of those campaigns suffer from low performance, which eventually cause them to churn.
Seeing that a large proportion of users are in that group, I understood changes has to be made, so I decided to give them a little nudge.
Hypothesis
If we give the users better guidance and create a process that will help them easily add more images and titles for their ads, there's a higher chance they’ll follow our recommendation and achieve better results.
Main KPI
Increase % spend retention
and adoption of best-practice
Possible Solutions
To determine which direction I should go, I started first with an observation of users’ behavior using FullStory, and initial interviews with inside users.
I encountered a couple of optional solutions to help the users follow our recommendation, including showing contextual messages on content creation, prompting a dialog when users don’t follow recommendations and more.
Opportunity
The Unused Checkbox
Goals
Besides our main KPI, we also defined goals that helped us measure success, and to determine whether we should move to the next phase of development
Increase % of campaigns with 3+ images
Increase funnel completion rate
Phase 1
Validating the Solution
Results
*Due to privacy reasons I'm not able to specify the exact measurements and numbers*
User Research
During all development phases, I’ve used various tools and research techniques to deliver optimal solution. For this feature i've conducted several interviews, examined common patterns using session recordings, and analysed the data.
Research Goal
Understand how users create their content and finding potential solutions
Usability Testing
Through my pulmonary research, and after each phase I’ve used a couple of usability testing methods to ensure high-quality product delivery.
Session Recordings - Using FullStory to analyze user interactions
Video Interviews - Conducted couple of interview with internal users to learn about their content add process.
Market Research
Besides the usability testing I performed, and the monitoring measurements i’ve also made a competitor research.
The goal of this research was to learn about the way our users might be uploading content with other familiar campaign management tools, and learning about their best-practices.
Phase 2
Expanding Adoption
After the success we encountered in the first phase, we decided to expand the adoption of the feature by adding AI-generated title suggestions.
Besides the titles, we added contextual indications regarding the number of ads created to match our recommendation.
Main Changes
By importing automatically more images on content creation, we increased the best-practice adoption and our monitoring goals
Added AI generated
title suggestions
Added indication on the amount of ads created
Added clear message with best-practice
How it Works
A user enter his content URL, the website he wants his potential users will land on once clicking the ad, we automatically import the title and images from his websites, and using AI suggesting new titles for his ad.
Results
By adding titles and improving our guidance, we increased CTR, RPM and funnel completion rate
Next Phase
Expanding Capabilities
The next phase of this feature is still in progress, but following the results we achieved so far the main idea is adding more content creation capabilities.
I’m currently exploring the following opportunities
Generative AI Image sugssestions
Marketplace Image suggestions
Import content from multiple URL’s
Upload images directly to the modal
🤔
Final Thoughts
Working on this feature thought me that sometime the best solution is the most simple one. We don't have to invent ourself each time and create mega-project to make a big impact on our products.