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What's the best KPI to measure the success of messaging?
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Cash App Head of Product Marketing | Formerly Apple, Google, Airbnb, Facebook • February 26
This depends on the phase of development. I typically break my messaging process into 3 KPIs, used throughout the process of creating product messaging:
During initial creation, partner with research to refine your territories and messaging. I like to assess both comprehension and compulsion to use- aka, does the user understand this feature AND find it compelling?
During launch and after, quantitative measurement leads. You can still test an optimize here through segmentation and other methods. But ultimately product adoption is the primary KPI.
The most successful messaging projects are able to include both of these phases.
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