Context and Problem:
With the launch of the new version of membership area Hotmart Club, designed to meet broader market demands, adoption was slow. Many medium and large creators were unaware of the benefits offered by the new version, resulting in limited migration from the old platform.
Hypothesis:
We believed that increasing awareness of the new version’s benefits, particularly around specific pain points like organizing content into learning tracks, would drive adoption.
Solution:
We implemented a Fakedoor test, placing the learning tracks feature within the old platform. When users clicked to access the feature, they were informed that it was only available in the new version and were directed to migrate.
Results:
| 29% increase in traffic to the new Club creation page. |  |
| 48% increase in adoption of the new Club within the test group. Adoption of the Learning Tracks feature increased from 4% to 11%, indicating a clear correlation with improved awareness. |  |
Learnings:
- Controlled experimentation allowed us to validate the hypothesis with minimal risk and helped shape future adoption strategies.
- Increasing awareness was crucial, not just for this specific feature but for broader Product Led Growth tactics.
- The success of this approach influenced the creation of a backlog of experiments aimed at accelerating feature adoption across the platform.