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Linktree Take-home Task

[PRD] - Category CTA and Sign-up
AY
Anthony Yuan
TL:DR; Add sign-up CTAs to free Linktree profiles that lead to personalised landing pages.
Document Summary
0
Category
Info
1
Target Launch Date
22/12/2021
2
Epic
LT-001
3
Document status
Ready for Review
4
Document owner
Anton
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Developer(s)
TBD
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Designer(s)
TBD
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Part 1: Problem Definition

Objective
Linktree wants to rapidly test different lightweight builds that will result in new user growth. Along with converting new customers in the short term, we also want to rapidly source learnings from this new feature, allowing the growth product management team to quickly iterate.
Problem:
Currently, Linktree has not invested deeply in its conversion rate optimisation throughout its core product and sign-up flows. Data such as Linktree categorical tags collected from users in the onboarding phase is not being leveraged to generate personalised sign-up experiences. Additionally, sign-up is only possible through a generic flow via the website and is not tailored for different audiences. This results in broad messaging that is not optimised to acquire specific customer personas. Because of this, Linktrees’ value proposition is not being clearly communicated to customers in the most relevant ways and therefore we’re missing out on additional users being acquired.
Assumptions
New user growth is defined as brand new user sign-ups.
The growth team is prioritising features built based on highest impact with the lowest effort for execution.
The focus is on lightweight builds that allow ample experimentation and quickly converts users.
The main acquisition channels are social media platforms e.g. Instagram, Twitter, Tiktok, YouTube..
The team has access to all relevant tools to rapidly execute in build and analyse results (landing page creator, Optimizely, Hotjar..)
All conversion rates are based off sample data provided by Linktree in their analytics feature (70k views and 2k clicks, or 3% CTR)
Solution
Our proposed feature is a new channel for sign-ups with a twist for virality. It comes in two parts:
1) Add a customised sign-up CTA to the bottom of all free Linktrees.
This will be based off the category users have selected during the onboarding flow e.g. Linktrees labelled as “tech” will have a CTA stating “Also in tech? Create your free Linktree here”.
Given that all users' followers that click into the Linktree are inherently interested in the category, we will be optimising it to convert a proportion of their audience into brand new sign ups.
2) Link CTA to a category-specific landing page with sign-up flow.
When users click the CTA, they are taken to a landing page optimised to educate them on why Linktree will be valuable to their specific use case and prompting them to sign up.
Content will be tailored for the specific category, including headlines and all value proposition statements.
We will also build in our current sign-up form and ‘tell us about yourself’ flow into the landing page. This will leverage the existing code base, minimising the need for additional resources whilst still enabling a streamlined sign-up experience.
NOTE: We can allow free users to remove the CTA by upgrading to a paid plan instead. This can immediately become a revenue opportunity once this build is rolled out.
Proposed Approach
Hypothesis:
Adding a customised sign-up CTA will convert 2% of an influencer’s Linktree viewers into new sign-ups across a month (or 2/3 average CTR).
We will aim towards building this within 2 sprints, with the goal of analysing the below metrics across a month to prove/disprove the hypothesis. This will be done with the use of the Optimizely and Hotjar tools.
Metrics
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Metric
Type
Description
Objective
1
Sign-ups
Primary
Number of new users signed up to use Linktree
2% of each user’s monthly viewers.
2
CTA Efficacy
Secondary
Number clicked through CTA/Linktree Viewers
3% or average CTR
3
Landing Page Efficacy
Secondary
Signups/Number clicked through CTA
66%
4
Churned Users
Guardrail
Number of users currently using Linktree that drop off.
No change to current churn rate.
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Part 2: Product Definition

Requirements

Ensuring this build is successfully rolled out will require the following changes:
Add CTA button and copy for ONE category of Linktrees - Creative
Personalised landing page is constructed for all users coming from Creative CTA
Existing sign up form is translated over to the landing page.
Existing onboarding flow with some additional header text is triggered on submission of sign up form.

Designs

For an clickable wireframe, please
click here
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Figure 1: Linktrees with category-based CTA
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Frame 6.png
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Figure 2: Category-based landing pages with existing sign-up flow
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Landing Page Mockup.png
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Figure 3: Existing onboarding flow
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Landing Page Mockup (1).png
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