Choose a product improvement for Pune merchants

The decision

An invoicing app tests a simpler first-invoice flow. Among 600 merchants per arm, 270 complete an invoice in test versus 210 in control. Day-30 paid retention is 72 versus 60.

Should the product team prioritize onboarding over a new dashboard?

Worked solution

Reveal the visual and solution

1. Define activation before rollout and calculate a 10-point increase. The paid-retention increase is two points, which is more valuable but less precisely estimated.
2. Interview merchants who completed an invoice but did not return. Separate workflow complexity from lack of ongoing demand.
3. Keep testing onboarding while comparing the cost and opportunity of the dashboard. Prioritize only after the retained contribution gain clears its engineering cost.

Review the marketing concepts

• Product Management
• Marketing Innovation