pages notifications strategy

PROJECT GOAL

Create a content strategy to increase Pages retention.

Help new Page managers understand what actions to take in order to be successful within the first 30 days of creating a page.

WHAT I DID

Worked with data science and research to understand more about the behaviors and needs of successful Page managers.

Worked with engineering to gather all of the notifications we sent to Page managers, along with their CTR, dismiss rate, reach, rank and other data.

Organized over 350 different notifications into a cohesive 30-day strategy for how to lead Page managers to success in the first 30 days.

outcomes

Meta retained an increase of

12 million+ Pages annually.

overall flow

This project spanned multiple product groups and had numerous stakeholders: Product Managers, Engineers, Data Scientists, UX Researchers and other Content Designers .

We didn't have Product Design support for this project, so I mapped out the flows myself.

Note that this is only a small part of the flow. It's gigantic!

the challenge

The order of the notifications and tips we sent did not support our business goals or the goals of Page managers. Instead of supporting and guiding them and helping them understand how to be successful and how to get the most from their Pages, we were bombarding them with random notifications and expecting them to figure it out for themselves. There was no strategy involved.

first..

I worked with Data Science to figure out what successful Page managers (people who still had active Pages at the end of 30 days) had done in their first 4 weeks.

next...

I also worked with user research to understand the people problems Page managers had. What did they want and need? What were they not getting from us?

then...

I worked with engineering to gather all of the notifications we sent to Page managers, along with their CTR, dismiss rate, reach, rank and other data.

I organized and sorted over 350 different notifications into several different configurations.

finally...

I created a Pages notifications story arc. It tells the story of how we could strategically, supportively lead Page managers to success in the first 30 days. I layered in everything I learned from data science, research and engineering to create a detailed, day-by-day plan.

You can read the plan in several different ways. One way would be to look at each column, which would represent the ideal set of notifications we’d send on that day. Another way would be to read it horizontally; for example, we might want to send an important notification several times, which we could do if we varied the content each time.

The outcome is that we retained over 12 million Pages annually!