Fixing the leaking bucket
Last year was great for us @CricPlay, as both the IPL and the ICC World Cup happened one after the other. Everyone in the industry was going cricket in one way or another, be it Zomato, Swiggy, or Uber; cricket was the name of the game.
By shipping the Star Contest right before IPL 2019, we presented a unique game format, which led to unprecedented user acquisition.
However, as Peter Parker’s principle states, with more users comes a worse churn rate.
Problem
Fix the existing onboarding funnel to retain acquired users and bring down CPA.
Understanding and analysing the problem
In CricPlay, user onboarding is a two-step process: signing up and team-creation.
- In the Sign-Up flow, users face the problem of deciding on a unique username.
- In the Team-Creation flow, apart from committing to a match to create a team, users were also unable to make the right player combinations, i.e. how many batters, bowlers, wicketkeepers and all-rounders to select, which resulted in breakage of the flow.
Team-creation is the core mechanic of the game wherein the fantasy team will score points relative to the live match leading to user rank on the leaderboard.
It became essential to fix the team-creation flow by contextualising the user on the combinations rather than keeping a static rules table.
Old Flow
Solution
Guided User Journey
Assisted Team Creation
Result
The guided journey and assisted team creation led to a 13% increase in user activation and a 10% increase in team creation.
