Driving awareness for Splice Skills

> Background

Skills is a new educational offering, from Splice, for learning music production. It offers tutorials through high-quality videos, expert instructors, and downloadable materials. We launched Skills as part of our new Splice subscription plans and Splice is betting on Skills as one of the key reasons why people would start and retain a Splice plan.

When we first launched Skills, engagement was much lower than we expected. While we set a key result that 50% of subscribers with access to Skills should start a video every month, only 12% of these subscribers started a video.

> Research

As we explored the funnel deeper, we noticed that once people visited Skills they were much more likely to browse content and then start watching a video.

With this in mind, we decided to start at the top of funnel and focus on driving Skills awareness first to see if that might positively impact engagement further down the funnel.

> Process

I went to work to explore different ways we could drive awareness to Skills, outside of the product. There were three key themes in my approach:

1) Identify areas of the product outside of Skills where Skills could benefit from visibility but also be relevant in context.

2) Show off Skills content vs announcing or advertising that Skills exists.

3) Start small by leveraging existing UI to reduce engineering resources.

> Experiments

I came up with a few experiments that explored surfacing Skills lessons and videos within the users homepage, within the browse experience of our core Sounds marketplace, and within the trial confirmation modal that new users see after starting a new trial.

> Impact

Each experiment had varying levels of impact but overall:

1) There was a 5% increase in subscribers who visited Skills.

2) There was a 7% increase in subscribers who started a video.

As a result, we kept all these experiments in place and are now playing with content.