The team tried adding various types of explanation on the landing page visitors arrived at once they had installed the app, and experimented with videos that demonstrated how to use the product and also tried showing a sample of the kind of report users receive about the activity seen on their sent emails. But to their surprise, every one of those tests failed to improve adoption. The team ultimately ran 11 separate experiments, and still, nothing took. At this point the bewildered growth team decided they needed to step back and take another dive into the data. Maybe more education wasn’t the
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