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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 on Plotline, 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."
Campaign 1: Improve activation metrics via a guided walkthrough
Step recognized that new users become overwhelmed when they first use the app, leading to early drop-offs. The team needed a way to familiarize users with key features and guide them to derive value quickly.
They implemented a 4-step guided walkthrough with multiple tooltips to educate users and lead them to start their financial journey.
- Trigger location: Homepage, highlighting 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 — improving activation and long-term retention.
"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."
Campaign 2: Improve adoption of “Auto-Reload” feature
Step has an Auto-Reload feature which automatically reloads wallet balance when it gets low. The team wanted to boost adoption of this feature among existing users.
They used a pinned banner to surface the Auto-Reload feature to relevant users. Users who saw the banner enabled the “Auto-Reload” feature at a ~14% higher rate compared to those who didn’t see the banner.
