Eloelo-Onboarding Journey

Onboarding in the Entertainment Space

🖐️ Introduction of Eloelo

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Company Name: Eloelo- Live Chat, Games and Meet

Founded: 2020

Total Funding: 37M

Currently Eloelo has more than 50M+ Downloads

About Eloelo: Eloelo is an amazing Live Video Chatroom application with over 50M+ downloads. Enjoy Live Video Chat, Live Streaming & Play Live Games with the most amazing Hosts.

💁 User Understanding

Defining the ideal customer profile (ICP) for Eloelo

🗺️ Demographic of Users

	ICP 1	ICP 2
Age	24	28
Gender	Male	Make
City of Residence	Patna	Kolkata
City of Origin	MAU, UP	Sikhrapur
Education level	8th	10th
Occupation	Cab Driver	Business Owner
Family composition	Parents back home	Stays with family
Marital Status	Unmarried	Married
Kids	n/a	1
Monthly Income	15,000	Runs a Kirana Shop
Current living situation	Rental Home	Owns a home
Device being used	Realme Narzo 50	Samsung A50

📺 Interests of Users

	ICP 1	ICP 2
Apps on their phone	Facebook Instagram Moj (Regional Content) Youtube (new movies and videos) Wynk, Jio Saavan Rummy Circle PUBG Phonepe Hotstar (as it came free with his internet pack), Eloelo, Dream 11, Rummy	Social media (Facebook, Instagram, OTT platforms(Hotstar, JioTV,), Youtube, Phone pe, paytm, googlepay for the shop, Eloelo, Moj
Apps which are used on a frequent basis	Youtube, Instagram, mx player (telegram downloaded movies), telegram, pubg, Whatsapp	Youtube, Whatsapp business,
Source of Entertainment	Youtube, instagram	Youtube playing the entire time,
Preference of content	Short Videos, Live, Movies	Youtube is playing the entire time, facebook (news, hyperlocal content)
Time spent on Phone Everyday	13 hrs	7 hrs
Meaning of relaxing for them	A time, where they can relax and rest while having good time either on phone or talking to his friends	Listening to old songs, and spending time with family
Hobbies	Travelling, Getting to meet new people, talking to friends, gossip	Business is the most important thing for him, spend time with friends and family, gossip, getting to know new cultures
What activities do they perform to kill time	Sleeping, watching movies, playing pubg online, gaming	Sitting at the shop, watching shows, interacting with friends,

Value of Time ⏲️ and Money 💰 for the users

	ICP 1	ICP 2
Amount of free time which users have	12 hrs	6 hrs
Avenues where users spend most of this time	Using their phone	Using phone, reading newspaper
Source of Income for the User	Uber and Ola	Kirana Store
Avenues where the users spends their money	Rent, Fuel, Phone recharge, car decorations	Family needs, phone bill, Entertainment subscription
What is more important for these users. Time vs Money	Money, as they have ample amount of time	Money, as they have ample amount of time

👨‍👩‍👦 Roles and Responsibilities of Users in their family

	ICP 1	ICP 2
Family Composition	Living away from the family	Wife and 1 kid
Role in the Family	Has a brother who takes care of the family	Solo Breadwinner
Who handles the decision making in the family	As he lives alone, he sends some money home rest are his decisions	Decision is taken by the entire family
Who handles the financial transactions in the family	Post sending money to his parents, rest of the money decisions are taken by him	Man of the family
Yearly Income (Extrapolated from monthly salary)	2,00,000	6-8 Lakhs
How much do they save (Approximate as users won't be able to share this publically)	Sends: 5000 home 10K- Savings and daily cost	Did not disclose but said that on any given day he spend 300-500 for his needs other than the shop buys
Dream of the user	To run his own taxi line with 3-4 taxi drivers under him.	To expand his current shop and travel india with his family
Goal of the user for the next few months	To save money and get a bike to travel as currently the car he drives is rental	Buying a phone for his wife(as her current phone has been very slow for the past few months)
Current life problems	As he is away from home, he misses his family and friends, the current friends do not have time for him as everyone is working towards making more money. Hence looking for friends whom he can spend time with	As he has a lot of time in the evening he usually gets bored and needs a way to so cure this boredom as he gets bored in the shop

📱 Product Specifics

	ICP 1	ICP 2
Type of user on the app	Active- Video Rooms	Active- Competitions, games, passive listner (
Time since onboarded	6 months	3 months
Source of acquisition (Data)	Google Ads	Facebook
Core value prop for the user	Ability to talk to friends	Get entertained & make money
Frequency of using the application	Daily	Daily
Time Slot of using the app	Afternoon: Video Calls + Competitions Late at night: Video Calls	Early morning: Astrology Afternoon: Games, Talent rooms(entertainment) and competitions
Most used feature on the app (user side)	Video Call	Games & Shows
Most used feature on the app (Verified from the data)	Video & Audio Call	Competitions and games while on video call
Willingness to pay	High	Medium
Appetite to pay	10-50 /day	50-100/ per day based on usecase
Motivation to use the app	Make new friends, talk to like minded people, sense of belongingness	Feel Entertained and pass time (Spend time on Video and Audio call)

User goals & JTBD

Goal Priority	Goal Type	ICP 1	ICP 2
Primary	Personal	✅- Primary -------------------- To meet new people near him and meet like minded individuals whom they can have a conversation with	✅-Primary ------------------ To be able to feel entertained and kill his boredom throughout the day
	Social
Secondary	Functional	✅- Secondary -------------------- Ability to feel entertained through multiple avenues killing loneliness	✅- Secondary ------------------ Ability to pass time through multiple different avenues
	Financial

✅ Validation of the above

	ICP 1	ICP 2
User Goal	Meet new friends and form bonds.	To feel entertained
Reason for Hire	Escape from Lonliness	Escapism- Passing free time

✴️ Onboarding Teardown

We would start with the onboarding by looking at entry points of the application in our users journey.

Now based on this we would start the onboarding experience of our User onto Eloelo till its activation moment

Play Store interaction

There are multiple ways Eloelo will be showcased on the Play Store.

App Store.png

Brand:
1. ILU ILU
2. ELO
Use-case:
1. Dosti
2. Live Chat
3. Entertainment
Competition
1. Sharechat
2. Omegle
3. Moj
4. Josh
Topics
1. Entertainment
2. Social Networking
3. Top Chart- India

Paid Ads Campaign

As per the policy, I cannot share the AD's which is being played by Eloelo.
But here is a small snippet of words that we play on for the audience group which and a small video of how our users view the Ads.

Audio Room Facebook Campaigns

Paid Ads Audio.png

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App Onboarding Teardown

Onboarding Teardown-Eloelo.pdf

ℹ️ Activation Metrics

	1	2	3	4	5
Hypothesis	Spending a sum of 15 mins in the first 3 days of signing up	Requested Call join on the app in the first 3 days of signing up	Completed profile details in the first 3 days of signing up	Following 10 Creators in the first 3 days of signing up	Accepting 1 call (MUGC, PGC Rooms) and joining the live call on the first days of signing up
Reasoning	Users who initially spent 15 min on the app exploring the application had a great understanding of the different value propositions which Eloelo provided	Users who had shown an intent towards taking the core action on the platform showed a trust and intent towards the app	Users who had filled their details on the application had a higher chances of getting on the video/audio call with the creator	Users who have attended 10 different live calls and followed individuals on the all have a higher chances of creating affinity with creators of different genres of the application	Joining the Creator on call and having a conversation is the core value proposition. Which provides delight from both the ICP's Detailed Explanation There are multiple parameters which are considered by the creator when they invite the user to get on call such as (Profile Picture, Name, Followers) Which can only be done post the basic interactions of the application. Users with Intent would click on the Call Join which would trigger the call request from the user side to the creator, and based on creators interest they would accept the user on the call. It's the end step in the users journey to experience the core value prop and the product to show the its main purpose in the user need.
Metrics Affected	Watch Time, Exploration	Engagement	Exploration	Engagement	Engagement, Retention, watch time, exploration
D1 Retention	✅	✅	❌	✅	✅
D7 Retention	❌	❌	❌	❌	✅
D30 Retention	❌	❌	❌	❌	✅
Reviews	Moderate	Moderate	Good	Good	Great
Referral/ WOM	Low	Low	Low	Medium	High
Frequency of usage	Low	Low	Medium	Medium	High
Watch Time	High	High	Medium	Moderate	Very High
Feature Exploration	Very High	Medium	Very High	Very High	High
Core Value Proposition	Low	Medium	Low	Low	Very High
User Comittment	Low	Medium	High	Low	Very High

The Activation metrics which would best for us would be :

Detailed Version: Accepting 1 call (MUGC, PGC Rooms (Which comes on default on the home feed) and joining the live call on the first days of signing up

Simpler Version: "Participating in a Multi-call (Call accepted) on the first day of installing the application"

As the user is able to experience the core value proposition, based on user calling we can ensure that for user it is the greatest factor of delight, hence we directly impact user retention, stimulate increase in the positive WOM, and help us increase the frequency of application usage as the user will be motivated to create a stronger affinity with individuals on the platform. Hence creating a deeper dependency on the application, ultimately contributing to a substantial increase in the LTV of the user.

📊 Daily Metrics to Track

Qualitative Metrics

NPS (rating out of 10 after placing order)
- To assess the Live call/chat/game experience of the users.
CSAT surveys
- To see overall satisfaction of users with Eloelo and ask for recommendations. Eloelo team can do user calling with users who’ve given a high rating and a low rating to assess their motivations behind the ratings.
Negative reviews on social media
- To assess the frustrations that users might have with Eloelo.
- To assess general opinion of people about Eloelo (Social Media posts are likely to reach thousands of people and can impact Eloelo's reputation)

Quantitative Metrics

Play store and App Store ratings
- To see if the Eloelo App is working fine or are there any bugs.
- To check if users are facing any issues with the exchange or refund process.
- To check for feedback or pain-points of users.
Average Time spent on the Live Value
- To check the Average engagement time in Live and on eloelo.
Average time between home seen and entering their first live as a cohost (Time to activation)
- To assess whether users are coming to eloelo just to consume content or are they making a genuine connection on the platform.
- Areas where user has to spend the highest time to get activated
Average time between going on a multi calls
- To see when are users likely to interact the next time or identify their free slots of the day to send contextual PN's
CTR for notifications
- To see if push strategy is working or not.
Monthly Active Users (Shopping is not a high frequency activity and therefore DAU metric will not help in assessing the retention of users)
- Active User for AJIO could be: placed an order or added products to cart or added products to Wishlist.
Live Call request abandonment rate %
1. % of users who show an intent towards getting on a call but don't go on call/ aren't being able to go on call
2. 1. Helping us understand the demand-supply problem