Initially, we had no easy way to view the users on our platform, monitor user content, and ensure that websites were not violating our content guidelines. User data was stored in a huge database that was difficult to parse and read through. We needed a user management tool.

 

I created an admin-level dashboard where we could view our customers, their payment plan types, the websites they have created, and the titles of their blog posts and pages. This allowed our customer service team to search for hate speech and any content that violated our user guidelines. 

 

I realized I always asked users what type of website they created and that instead of having to ask or rely on survey data, I could pull this data from our back-end system by looking at the names of websites, and blog post titles. Because I could also search by how many views websites were getting I could also tell what type of sites were having the most success.

 

This allowed me to look and see what types of customers were the most likely to use more expensive plans, and find new market segments that were starting to use our product, that I wouldn’t have even considered.  I noticed a large number of small churches and charitable organizations were starting to use our product. We were able to start adding new language into our marketing campaigns to target these users. 

 

Conversely, I was able to look at what types of customers were most likely to churn. I was then able to find groups of customers who frequently churned due to some missing functionality, for example, service providers like plumbers and electricians. 

 

I could then use this data to help prioritize future features. If a high churning segment was just missing one feature, we could easily start development to add that functionality and improve our retention rate.