Canva

By focusing on Depth as the primary engagement framework, it can be evaluated how users are actively utilizing the platform to create designs and how much value they are deriving from the experience. Analyzing secondary metrics related to Breadth can provide further insights into user behaviour and inform strategies to encourage the exploration of different features.

 Attract new users unfamiliar with design software by highlighting Canva's ease of use.

 People who want to create visual content but lack design experience or feel intimidated by complex software.

  Complex design software (e.g., Adobe Photoshop) or basic image editing tools with limited functionality.

  Website traffic, sign-up rate, completion rate of explainer video.

#2: Design Made Social / Stand Out On Social Media

Goal: Attract New Users & Increase User-Generated Content

 People want to create visually appealing content for social media but lack the design skills or inspiration.

  Website traffic, sign-up rate, and user-generated social media content with the #CanvaDesign hashtag.

Goal: Attract Mobile Users & Increase App Engagement

 People who are constantly on the go want a convenient way to create designs from their mobile devices.

 Mobile app downloads, in-app tutorial completion rates, participation in mobile-specific design challenges.

Customer Retention Rate = (((# of Customers at the end of the period) — (# of Customers Acquired during the period)) / (# of Customers at the start of the period)) * 100

An infographic showing quantities of different design types created with Canva.

Ideal Customer Profile driving most retention

It is estimated that 72.62% of traffic to the Canva website comes is ‘direct’ traffic, with another 20.58% of traffic coming from organic search.

3.84% of website traffic to Canva comes from social channels. Around 30% of this comes from Youtube, 28% from Facebook and 12% from WhatsApp