Strava · B2C · running and cycling app
Test which sport and gender appear in welcome-screen photos before signup
Runners were put off by cyclist photos; women preferred seeing women
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What they did
On the activation team, tested the photos in the logged-out welcome experience ('front doors') before signup, cycling vs running imagery. Findings were applied to the brand and carried into App Store assets.
What happened
Runners were put off by a cyclist splash screen while cyclists didn't mind runners; men didn't mind either gender, women preferred women. Led to not leading with cycling photos everywhere.
- Stage
- Scale (scaling)
In their words
Sub Club by RevenueCat · Lessons From Building a 70 Person Growth Team — Jason van der Merwe, Strava“One of the early tests we did on the activation team was changing the photos that you would see kind of the welcome experience before you signed up.”
“we discovered that runners were put off by photo, you know, when the splash screen was a cyclist. Cyclists didn't really care about seeing a runner. Um, and then obviously, um, men didn't mind seeing men or women, and women preferred to see women.”
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