How would you increase conversion rate on Dream11? [Product Management Interview Question]

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TechnoManagers is the complete guide for Product Management and Quant Interview preparation.

This is a potential product improvement question for a PM interview


Interviewer: How would you increase the conversion rate of users on Dream11?

Shailesh: Okay, before that, let me explain my understanding of Dream11. Dream11 is a fantasy game application where you can create a team of players for an upcoming match and compete with other users for big prize money. Your win/rank is decided by your team’s players performance in the real-life game.
Interviewer: Perfect.

Shailesh: With that, let me clarify a couple of more questions; I am assuming that by increasing the conversion rate, we have to make the user play with real money after creating an account on Dream11.
Interviewer: Yes

Shailesh: Has the conversion rate dropped recently, or has it never been up? If that is the case, then from how long have we been seeing this issue and on which platform, iOS or android? Any specific demographic?
Interviewer: It has never been high; we have to spend a lot of money on marketing to convert users into real money users.

Shailesh: Okay, let me iterate our goal; we have to increase the conversion rate of users on Dream11, for example, the number of users who play with real money after login.

User Segment

  • Users who think it’s a lot of effort and time consuming to win quit the app.
  • Users who don’t understand the app.
  • Users who are little interested but they lack trust.

I would first try to focus on users who think it is a lot of effort and time consuming to win because they are the easiest ones to convert. First, we have to acquire them for other people, which will take some time.

User Journey

  • Users are feeling a bit free, so he opens the dream11 app and decides to make the team for the upcoming match.
  • Compare all the players and their statistics one by one before building his dream team.
  • After adding 3–4 players, realised that he has wasted a lot of time
  • He checks that his selected player is not in the playing 11, makes last-minute changes
  • Realises it is time consuming quit the app

Pain Points

  • Checking every inch of detail about players consumes a lot of time
  • The inability to play right on point after investing so much time is painful
  • None of his friends has won the prize yet, which makes him believe that the winners are associated with Dream11

Solution/Features

  1. There can be a feature in which the users can compare multiple players’ statistics and advanced insights. From there, they can add the players to the team.
  2. There can be consult specialist feature in which the user can seek advice like pitch report, a possible combination of playing11 etc.
  3. Users can have features to add friends and make the team jointly to collaborate with their expert friends, and it will also reduce the time to make the team.
  4. Users should be able to play a practice match on the previously held game. He/she should be able to simulate any previous match.
  5. We can have an app in regional language for more adoption and then conversion.

Prioritisation

Ssolution of “Comparing the statistics and advance insights” and “Consult specialist” will have a high impact so it can go in the MVP. Socialising the formation of the dream11 team with friends can be on our roadmap in the future because currently, they may collaborate by other means like sharing a screenshot on WhatsApp.

Success metrics

  1. % increase in the use of the compare feature by users
  2. % decrease in the churn rate of the users
  3. % increase in the players who are using real money
  4. % of chat messages/Advice given by consult specialist.

However, this solution was prepared some time back and might be obselete in the current context.

 

-TechnoManagers 

Comments

  1. Sara MartinSeptember 28, 2022 at 3:02 AM

    I am grateful that I was able to learn something useful from this article. After reading it, I believe you possess excellent expertise. Thank you for sharing that. Keep up the good work.

    Fantasy Cricket App like Dream11

    ReplyDelete

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