Case Study

Step sees 45% uplift in users who start their financial journey

Jar uses Plotline's Spotlight to improve monetization

45%

uplift in users who “add money” in their account

Problem

New users become overwhelmed when they use the app, leading to early drop-offs

Strategy

Launched a walkthrough to highlight core features and present a clear CTA to “add money”

Results

Step saw ~45% uplift in users who “add money”, improving activation and long-term retention

Step is a US-based financial services company that builds mobile-based banking for teenagers. It helps teens and young adults achieve financial independence and knowledge at an early age.

Launched in 2018, it boasts over 1 million users with a mission to give its users the tools to become smarter with their money.

How Step uses Plotline

Over the last 3 months, the product and growth team at Step has launched 15+ campaigns, to improve multiple metrics across activation and product adoption.

"The ability to quickly test and scale tailored app experiences is instrumental to driving adoption growth. Their support has been fantastic and I highly recommend Plotline to product marketers."

Kate Montgomery

Head of Product Marketing, Step

Campaign 1: Improve activation metrics via a guided walkthrough

Step recognized that users need to be familiar with key features to derive value from the app.

They implemented a guided walkthrough to educate users and lead them to start their financial journey.

With this in mind, they created a 4-step walkthrough with multiple tooltips.

Trigger location: Homepage, highlighting the core features in the navigation tab.
Audience: New users who open the app for the first time after signing up.

Users who saw the walkthrough were ~45% more likely to “add money” to their account.

Onboarding tooltips used by Step | Plotline

45%

uplift in users who “add money” in their account

14%

uplift in users adopting "Auto-Reload" feature

"We brought in Plotline to increase onboarding and product adoption within our app. Only a few weeks in, Plotline has helped us effortlessly create in-app experiences and significantly reduce the burden on internal teams. We can move faster and have seen strong conversions on our early campaigns."

Carter Hansen

Head of Marketing, Step

Kredivo uses scratch cards provided by Plotline

Campaign 2: Improve adoption of “Auto-Reload” feature

Step has an Auto-Reload feature which reloads wallet balance when it gets low.

The team wanted to boost adoption of this feature, and used a pinned banner.

Users who saw the banner enabled the “Auto-Reload" feature at a ~14% higher rate compared to those who didn’t see the banner.

Plotline helps marketing and product teams boost onboarding and adoption metrics

We help you build and publish dynamic app experiences without coding, saving your developers time that can be better spent on other aspects of the product. Marketing and product teams use Plotline to launch stories, walkthroughs, animations, videos and more that can be targeted in-the-moment to specific user cohorts.

The best consumer tech companies today like Step, Upstox, Dream 11, BharatPe, Khatabook and many more use Plotline to improve onboarding and product adoption.

Create dynamic app experiences with Plotline

Join companies like Step, Upstox, Dream 11, Meesho, Zupee and others that use Plotline to boost their adoption and retention metrics.

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