Product Lessons from FrontRowđApp
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Shivam is a 20 yr old student from Mathura, Uttar Pradesh. His dream is to become a professional singer by learning it from experts.
But because of fewer and more expensive professional music teachers in his hometown, Shivam canât able to take offline Music classes.
One evening he hopped onto a Youtube ad where popular singer âNeha Kakkarâ was inviting the viewers to join her singing course on FrontRow.
Frontrow is trying to help people like Shivam to learn non-academic skills from the very best (celebrities in their field) at an affordable price.
Founded in 2020, FrontRow offers courses such as singing, music composition, cricket, photography, filmmaking etc. from influencers in their respective fields.
Last night my younger brother downloaded the Product because he wanted to learn batting from Suresh Raina.
While he was playing through the app, I was sitting beside him noticing the user journey.
After he was done, I decided to re-open the app and closely observed all the features again and what I can learn from them.
In this post, Iâm sharing the top 4 product lessons from the FrontRow app.
Key Product Lessons from Front Row
1. Customized User Experience & Journey
FrontRow serves multiple user segments hiring the product for a specific job.
A set of users might be looking to learn music from Neha Kakkar while others are interested in learning batting from Suresh Raina.
Thatâs why the Product asks new users about their category interests during onboarding and crafts a customized journey for them.
For example, I choose music as an interest and I noticed only Music related courses on the home page of the Product.
Once I changed my category from music to sports, I see only Sports content on my home screen.
By tailoring the user experience to individual needs, Frontrow might be activating more new users in less time.
2. Hook Users and Make Sure They Come Back
The goal of the app is to convert free users into paid customers i.e make them buy a course.
But just customizing the user experience will not do the trick.
So, itâs better to keep user retention high by giving real value in your free version that entices them to pay for a course.
Frontrow offers 1-2 free lessons from their paid courses to users before they are ready to pay.
Including a âQuick bitesâ feature (similar to reels/YT shorts ) to hook users for a long time. Each short video has a CTA that redirects them to a paid course landing page!
By Keeping the Shorts content full screen with No Video controls (no play, pause button),
The product reduces usersâ friction and lures them to consume lessons without much effort.
3. Irresistible CTA (Call-to-Action)
Itâs typically said that you need a strong CTA on your landing/Paywall pages yet I notice many Products ignoring this advice often.
However, Frontrow course landing pages seem to follow this advice by including an Irresistible CTA- âTap to Win Up to 100% offâ as seen in the image above.
I am pretty sure the CTR (Click through ratio) of this CTA must be better than other CTAs on the page.
Why?
It creates a sense of urgency to âAct nowâ.
Users feel good when an unexpected âSurpriseâ sprung on them.
The principle in play here is Price Anchoring.
This concept refers to creating a base price that customers use when making purchasing decisions.
For example, when a product is discounted from INR 1999 to INR 254, the initial higher price is referred to as the anchor price. This may make the discounted product seem like a great deal for customers.
In addition, The Primary Call-to-action keeps floating at the bottom of the screen Instead of buried at the bottom of the page.
It allows them to take action whenever theyâre ready.
4. Clean Homepage UI
I remember the Frontrow Homepage UI in 2021. It seems messy and loaded with courses, competitions etc. that are not even relevant to me. (See the image below đ
This time, I noticed a much clearer and more focused UI.
Credits go to customizing the user journey and using the hamburger menu.
Whatâs the role of the Hamburger (a.k.a Navigation bar) menu here?
Putting a set of features in your navigation/hamburger bar signifies that theyâre of lesser Importance to the user.
Itâs similar to physical drawers at our home where we store stuff that we donât need at the moment.
The hamburger menu helps to keep users from getting distracted by the core functions that you want your users to see.
Generally, Itâs only a problem if FontRow wants its users to use the features within the hamburger menu.
Thatâs all from this post!
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