Joanna Leung

𝗖𝗢𝗡𝗧𝗘𝗫𝗧
Stan is a lightweight commerce platform for more than 65,000 creators, generating $40M in ARR. Growth depends on trial conversion within a 14-day window. Observed onboarding sessions showed store setup consuming a median of 90 minutes before a creator could list a first product.

𝗧𝗛𝗘 𝗣𝗥𝗢𝗕𝗟𝗘𝗠
Setup effort delayed first value. Trials that didn’t return for a second session rarely published a product, and trials without a published product couldn’t reach a sale.

Time-to-first-product was the earliest controllable constraint on trial conversion.

𝗛𝗬𝗣𝗢𝗧𝗛𝗘𝗦𝗜𝗦
If store launch effort is reduced to a few minutes and creators are prompted to share the store at launch, then a higher share of trials will create paid products and take the marketing actions that drive store visits, increasing the probability of a first sale by day 14.

𝗗𝗜𝗦𝗖𝗢𝗩𝗘𝗥𝗬
User interviews and observed onboarding sessions traced the path from sign-up through store launch to first paid product.

𝗣𝗔𝗜𝗡 𝗣𝗢𝗜𝗡𝗧𝗦

• Setup decisions preceded any visible value.
• High effort & lengthy store setup in the 1st session; delayed product creation to subsequent sessions.
• No prompt existed to guide trial users on the need to promote and drive traffic to the store once it was live.

𝗦𝗢𝗟𝗨𝗧𝗜𝗢𝗡
A streamlined onboarding flow that reduced launch to its minimum viable steps and auto-filled all necessary details to set up the store by scanning trial users' social media accounts with consent.

Then, ended with a prompt to share the newly launched store to drive store traffic, shown to correlate with making the first sale (trial with >$0 GMV).

𝗘𝗫𝗘𝗖𝗨𝗧𝗜𝗢𝗡

1. Rebuilt onboarding as a single path from sign-up to add-product.

2. Added a store-sharing prompt at launch.

3. Ran the redesign as a controlled onboarding experiment against the existing flow.

𝗜𝗠𝗣𝗔𝗖𝗧
Median store launch time decreased from 90 to 3 minutes. The experiment produced statistically significant relative lifts:

• Trial to 1+ paid product (D1): +12.2%
• Trial to 1+ marketing post (D14): +7.9%
• Trial to 1+ paid product (D14): +13.3%

Trial-to-store-launch completion was flat, so the gains emerged after launch. The treatment combined the faster flow with the launch-time share prompt, so the experiment did not isolate each contribution.

𝗣𝗢𝗦𝗧-𝗟𝗔𝗨𝗡𝗖𝗛
Store traffic was the second-biggest constraint, followed by product creation.

With the positive signal to the store-sharing prompt, we extended the sharing prompt mechanism to every time after a product launch (see next Stan Case Study).

Role

Founding Product Manager

For

Creators

Date

Oct '24 – Apr '25

Type

web app, experimentation, onboarding, growth

URL

www.stan.store/