About Life360
Life360 is a leading family safety app with over 50 million active users, providing location sharing, driving safety features, and emergency assistance. They have been partnered with Aryng since 2020 to execute data science, analytics, and experimentation projects on lifecycle marketing, product, and growth hacking use cases with an impact greater than $13 million.
Nicholas Goffeney
Director - Product & Marketing Analytics, Life360
"I couldn't have asked for a better partner than Aryng. They added bandwidth, velocity, and analytical excellence to my team at Life360, helping us achieve specific business outcomes. Aryng's ability to provide additional resources and thought leadership, and track record of delivering positive business impact make them invaluable consulting partners.
Their expertise helped us design campaign experiments and rework data to allow for more intricate analysis, leading to specific business outcomes. Life360 now has dashboards, KPI definitions, and analytics that it has never had before in its established history.
Their consultants are strong performers who can operate independently and work directly with important cross-functional partners, which was extremely helpful for me.
I highly recommend Aryng for their strong consultants who are consistently available during US hours and their promising thought leadership consulting for leaders seeking reliable and effective consulting services for data engineering and beyond.”
Project 1: Optimizing Premium Conversion and Retention that Unlocked $14M in Revenue
PROBLEMS
Life360 was facing challenges with user conversion on their premium offerings. While the app offers a 7-day trial for premium features, Life360 observed that many users weren’t engaging with the trial or upgrading to the paid plan. This issue was limiting the growth of their two-year user lifetime value (LTV) and hindering premium retention rates.
Therefore, it was important to uncover the root cause of these conversion and retention challenges. The focus of the analysis included:
- Understanding where users were dropping off in the trial sign-up process and where friction occurred in converting trial users to paying customers.
- Exploring the differences in trial and conversion rates between iOS and Android users to identify any platform-specific issues.
SOLUTION
Aryng applied their BADIR framework to guide Life360’s stakeholders in aligning on key issues and to set up a series of data-driven experiments aimed at improving trial and premium conversion rates.
The solution included:
- Experimentation: Aryng designed and ran several experiments to understand how adjustments in the app’s premium feature messaging, package offerings, and purchase flow could boost trial engagement.
- Focused Improvements:
Specific changes were tested, such as altering the prominence of premium
membership sections within the app and providing post-purchase education
on the available premium features. The experiments also explored variations
in messaging to make the benefits of upgrading clearer to users.
Through this experimentation, Life360 was able to identify key levers to improve trial-to-paid conversion.
IMPACT
Aryng’s work delivered tangible results for Life360:
- Trial Conversion Improvement: One of the key experiments led to a 50% increase in the trial conversion rate, encouraging more users to engage with the premium offer.
- Enhanced Retention: The improvements in user messaging and purchase flow contributed to a 35% increase in premium retention rates, helping Life360 retain more users beyond the trial period.
- Revenue Growth: Overall, the experimentation strategy unlocked over $14M in two-year value per yearly cohort of users, creating a significant revenue boost.
Aryng’s data-driven approach enabled Life360 to optimize its user journey, leading to higher
engagement and sustainable revenue growth.
Project 2: Establishing a Single Source of Truth (SSOT) for Reliable Subscription Metrics
PROBLEMS
The client's subscription metrics were inconsistent and unreliable, undermining trust in business insights and decision-making.
Key issues included:
- Discrepancies: Significant differences between reported figures and actual data led to skepticism among leadership.
- Siloed Data: Analysts struggled with disparate data sources, complicating analyses and creating confusion.
- Manual Processes: Complex queries and manual reconciliation efforts delayed critical decision-making, impacting business agility.
SOLUTION
To address these challenges, Aryng initiated a comprehensive plan to establish a Single Source of Truth (SSOT) for all subscription metrics:
- Stakeholder Collaboration: Worked closely with stakeholders to define clear metrics, segments, and KPIs aligned with business objectives.
- Data Pipeline Development: Leveraged actual data tables to build a robust data pipeline, ensuring accurate data flow.
- Documentation: Meticulously documented the entire process to facilitate understanding and future reference.
Over a 6-month period, we executed the following steps:
- SSOT Construction: Constructed and refined the SSOT for each key metric, integrating it into executive dashboards.
- Iterative Testing: Conducted rigorous testing and refinement of the dashboards to ensure consistency and accuracy.
- Automation Implementation: Automated processes to significantly reduce maintenance efforts, enhancing efficiency.
- Time Reduction: Decreased analysis turnaround time from days to mere minutes, allowing for quicker decision-making.
IMPACT
The implementation of the SSOT revolutionized the client's analytics landscape:
- Increased Trust: Reliable, harmonized data restored leadership’s confidence in their metrics and analyses.
- Faster Decision-Making: Enabled business stakeholders to make swift, impactful decisions based on accurate data.
- Growth Catalyst: Unlocking substantial business growth through data-driven actions, reducing discrepancies, and improving responsiveness.
- Sustained Success: Established a framework for ongoing analytics reliability, paving the way for long-term strategic advantages.
Project 3: Boosting Trial Conversion to Achieve a $562K Revenue Growth
PROBLEMS
Life360 was facing challenges in converting users to premium trials, specifically within the first few days of registration.They were observing a lower-than-expected conversion rate and needed to identify key user behaviors that drive trial upgrades. However, inconsistencies in data and a lack of actionable insights made it difficult for their product and marketing teams to predict and improve trial conversions.
PLAN
Aryng implemented the BADIR framework to guide the analysis, working with Life360's product marketing and data science teams. The goal was to create a predictive model to identify the most critical features and user behaviors that drove trial conversions. The analysis focused on:
- Aggregating and analyzing usage data at the group level to identify patterns.
- Isolating individual behaviors from the most active users in each group to gain deeper insights.
- Utilizing advanced machine learning models, such as regression and decision trees, to determine which features or actions most strongly impacted trial conversions.
SOLUTION
Aryng's data analysis uncovered three key features that significantly impacted trial conversion:
- Location Setup: Users who interacted with location-related features, such as naming specific places or adding locations, exhibited a much higher conversion rate compared to the general user base.
- Notification Engagement: Users who set up notifications for key activities or locations showed a marked increase in their likelihood to upgrade.
- Feature Usage: Engagement with certain core features, such as viewing usage history or interacting with safety tools, also correlated with improved trial conversions.
Aryng recommended strategic product enhancements to drive engagement with these critical features, including:
- Promoting Location Setup: early in the user journey to encourage active feature use.
- Simplifying Notification Setup to increase overall engagement with the app.
- Highlighting Key Features: in a more prominent and user-friendly way to ensure users explore and understand the app's full value.
IMPACT
As a result of implementing Aryng’s recommendations, the company saw a notable increase in trial conversions:
- Enhanced user engagement with the promoted features led to a substantial improvement in premium trial upgrades, significantly increasing annual revenue.
- By improving the user journey and reducing friction, the company experienced a total annual revenue boost of $562K through better trial-to-premium conversion rates.
Aryng’s data-driven approach not only provided insights into user behavior but also empowered
the company to make strategic, long-term improvements to user engagement and revenue growth.
Project 4: Recovering and Optimizing Conversion
PROBLEMS
Life360 was experiencing a significant drop in conversion rates on their new auto insurance offer pages, particularly for iOS users. After launching an experiment to test new offer pages with Arity and Quinstreet as providers, Life360 noticed a substantial decline in offer clicks, with the new pages showing a click-through rate (CTR) as low as 1%, compared to 11% on the original page. This issue was negatively impacting the user experience and revenue potential.
PLAN
Aryng determined the root cause of the conversion drop. The analysis focused on:
- Understanding the funnel drop-offs at each stage—starting from the callout card click, loading page, offer page, and finally, offer page clicks.
- Comparing the performance of iOS and Android users to identify any significant differences in user experience.
- Investigating potential issues with page load times, buggy features, and funnel progression metrics to pinpoint the exact source of the problem.
FINDINGS
Aryng’s analysis revealed several key issues:
- Instrumentation Errors: There were data tagging issues causing discrepancies in funnel tracking, making it difficult to accurately measure the conversion metrics across different platforms.
- Bug at Final Funnel Stage: Both iOS and Android users experienced significant drop-offs at the final stage of the funnel, with iOS showing a 98% drop from the offer page view to the offer click. This was linked to a bug that prevented users from clicking on offers.
- Unoptimized Page Loading: The analysis also indicated that page loading issues were contributing to the problem, as many users were abandoning the funnel at this stage.
IMPACT
Following Aryng’s recommendations, Life360 addressed the tagging issues, fixed the bugs, and optimized page load times. This resulted in:
- Restored conversion rates, with the CTR improving significantly from the 1% seen during the experiment.
- Enhanced user experience across both iOS and Android platforms.
- Increased engagement and potential revenue from their insurance offers.
Aryng’s comprehensive analysis provided Life360 with the insights needed to optimize their offer pages,
ensuring long-term improvements in conversion rates and user satisfaction.
Project 5: Boosting User Engagement and Growth with Persona-Based Segmentation
PROBLEMS
Life360 aimed to boost user engagement and membership growth in the U.S. but lacked clear insights into user behavior and engagement patterns. This hindered their ability to tailor marketing, improve product features, and enhance customer experiences, impacting key metrics like Daily Active Users (DAU) and Monthly Active Users (MAU).
PLAN
Aryng created data-driven personas that would guide marketing, product, and customer experience strategies. The objectives included:
- Segmenting Users: Based on engagement levels, usage patterns, and membership behaviors.
- Profiling Demographics: Identifying key segments and understanding their interaction with features like crash detection and messaging.
- Tailoring Insights: Enabling more targeted marketing and product development efforts.
SOLUTION
Using the BADIR framework, Aryng:
- Analyzed Data: Collected app usage data to understand user behaviors.
- Segmented Users: Conducted clustering analysis to define distinct segments like power users, occasional users, and disengaged users.
- Developed Personas: Created detailed personas to represent these segments, offering actionable insights for marketing and product teams.
IMPACT
Aryng’s analysis helped Life360 achieve:
- Increased Engagement: By targeting specific user groups, Life360 improved DAU/MAU and user retention.
- Better Product Focus: The personas guided product development, prioritizing features that resonated with key user groups.
- Refined Marketing: Life360 was able to tailor campaigns, leading to better conversion rates and more efficient marketing efforts.
- Optimized Customer Experience: With a deeper understanding of user behaviors, Life360 enhanced customer satisfaction and retention.
By shifting to a persona-driven strategy, Life360 significantly
improved user engagement, retention, and overall business growth.
