Case Study: how I helped DreamsCloud dominate the dream world
It’s rare that I get permission to share the work I do and the ROI Octalysis helps to generate with clients, so when I get the opportunity to share the results of my work, I quickly jump on it (at the bottom you will see why I got the permission to share from the CEO).
These days I’ve been working with all sort of companies, from Fortune 500’s to universities to governments. However, some of my favorite work still lies in my roots – the Startup World.
Startups are fun to work with because, almost by definition, they are doing things that have never been done before. They don’t latch onto the status quo because they know the status quo is death, and they do everything possible to innovate and turn the needle from certain death to world-changing glory. Whereas large companies often make a handful of big experiments a year, startups often make company-altering experiments multiple times a week.
One such startup is DreamsCloud. DreamsCloud is a pioneering startup in getting people to input and share their dreams every morning when they wake up. After people share their dreams, professional dream reflectors and dream enthusiasts alike can share their wisdom and insights on what the dreams mean. You may think this is an odd space to be in, but every month there are more than 90 million people online searching what their dreams mean. That’s almost a third of the US population searching for dream meanings on a monthly basis!
The Behavioral Challenge
The challenge for the company is that, dreams must be recorded immediately after a person wakes up, because after a minute or two, the person will likely forget their dream. However, when most people wake up in the morning, recording their dreams is not likely the activity they are most concerned about. They are brushing their teeth, preparing for breakfast, and getting ready for work/school.
I was brought in to help them improve the Desired Behavior of doing the activity loop of recording their dreams, as well as registering on the site, reading about other dreams, and creating a social community.
The Octalysis Difference
When I first started contributing, the company didn’t have much traction. They were exploring pioneers in uncharted territories, and while having solid technology, it is tremendously difficult for most people to alter behavior. They were trying many ideas through different products, but none had caught on greatly.
WEEKLY Traffic from Mid 2014 – Mid 2015. Stagnant at 2000 – 3000 visitors in April 2015.
As you can see from the WEEKLY traffic view, from mid 2014 to mid 2015 things were relatively stagnant. They had about 2,000 – 4,000 visitors a week, which is by all means not bad, but not enough to make them successful.
However, after working with the team of incredibly smart and hard working people (as well as other experts and agencies), after 2015 they saw a massive breakthrough and grew tremendously into a dominating position. They went from mere thousands of unique visitors a month to over a million per month.
As you can see, by Jan 2016, they had over 280,000 visitors a week, breaking the 1 Million Visitors per month threshold and still growing!
And that’s not all of it. Their conversion rates from visitor to registered user were in the double digits, and more impressively, 60% of newly registered users recorded a dream within 12 hours!
I would again like to repeat that this result is the combined effort of lots of great people, from their organic marketing company SEERS Interactive, their engineering team, designers, product managers, all the way up to the visionary CEO. I in no way claim that I was the ONE who made all this happen, but I can say with certainty that I made a tangible difference in helping them get where they are today. Continue reading