PLG Case Study
Generated over $1 Million of incremental revenue, using a blend of A/B experimentation, new feature development and scaling of capabilities.
Goal
Eventbrite’s Creator Home encourages new and existing creators to successfully host events. It’s purpose is to help new creators become more comfortable, confident, and empowered to set up their first event, and connect existing creators to Eventbrite’s unique tools and workspaces, increasing their success on the platform. My primary goal was to increase new customer activation and encourage creators to try out our tools.
Approach
There were several success metrics including a larger “output metric” the business would measure. I broke these down into smaller “input” activation metrics that more closely correlated to specific actions a creator would take on their way to fulfilling the output metric. One of the concepts to help drive these outcomes was a checklist feature. This would guide new creators through their first experience with Eventbrite, from creating a draft event to publishing that event and eventually, promoting it.
Problem
The problem was that new creators weren’t engaging with the checklist, nor creating more event drafts or publishes from it. I used several methods of validation including usability tests where our customers provided great feedback you can see below.
Hypothesis
I believed the root problem was that we were providing much information to our users too early in their lifecycle. To test this theory, I established an experimentation strategy and the general process looked something like this – a cyclical test and learn approach where each test’s results fed into how we proceeded with the next version of tests.
Insights & Results
In one of our first tests, I found more engagement when some of the less critical steps were removed. This resulted in 3.6% higher conversion rates with our input metrics!
But, later tests weren’t as successful. When alternative UI experiences were positioned against the higher converting checklist, our users didn’t signal these new experiences were more valuable.
Results
Throughout the experimentation, I saw more failures than successes which provided us more and more info about our customer needs. Ultimately, the results concluded in 3.6% more creators engaging with the checklist and subsequently creating their first event.
This increased engagement equated to a $350,000 increase in annualized incremental revenue for Eventbrite.
Chrissy Sievers 