Add this story to your library to keep up to date with the latest experiments results from the growth team at Wattpad. Posts now by Emily @emily and Zoe @zoedinovi
2015 - Feb 2016 Posts by Breanna (@unbrelievable)
Android: Can we get users to share more during reading?
While working at Wattpad, you have probably asked yourself -- "HOW CAN WE GET OUR USERS WHO DON'T WANT PEOPLE TO KNOW ABOUT WATTPAD TO TELL PEOPLE ABOUT WATTPAD?".
Oh wait. No, that's probably just our team. And now zoedinovi and emily get to share in that fun!
On the growth team we have a really, really hard task of getting users to share.
This doesn't seem to be a problem for oversharing platforms like Twitter, Instagram and Snapchat, but we have a unique and interesting problem to solve for in that people are using Wattpad as a form of unique self expression.......... that they might be completely embarrassed and ashamed of. There's no forced poses with ice cream cones and sprinkles over here. Our users are laying things out, raw.
I don't like to try and force user behaviour they don't normally do, but I also want to make it dead easy for those who do, at the moments that they would normally do them.
Enter, this experiment. We wanted to give users a little nudge reminder to share, at a time where they were naturally inclined to.
Instead of relying users to press share on the interstitial (they weren't doing that), we wanted to see if a toast right before the end of a part converted better.
We chose showing this prompt at the end of the first part (as opposed to later in the story), as we wanted to find a nice threshold of getting the most exposure, while still maintaining a high quality share.
Experiment Details:
Control: Regular share button on interstitial
story_reading_toast: At the end of the chapter (before the interstitial screen), show a small prompt without a CTA button
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story_reading_toast_button: same as above but with a button
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Measurements:
Number of shares
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The toast without the button with a 27.59% lift!
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The interesting thing here is that many conversion blogs will always preach to have all CTA's as buttons, which is why I wanted to test that variation.
I still think this is true, except when it comes to notification like prompts. I think with toasts and push notifications, users are being trained more and more that touching a toast will do something. However, that "something" could also be to dismiss it. I'm still torn on this one, but for at least this experiment we have another
