The Claro Music hack
Claro Ecuador · 2016 — 2017
Start listening with a name, an email and an active account.
Result +45% in sign-up and usage conversion, in the quarter of the hack
- Name and email
- Create account
- Receive credentials
The problem
Claro Music in Ecuador was performing very poorly on subscriptions. Our diagnosis was clear: the onboarding form was so long and complex, including creating a password and typing it again, that it killed conversion. Even when the service was free, people abandoned the sign-up.
What we built
We didn’t take the brief as it came. The problem wasn’t demand, it was the sign-up process. We found a technical shortcut in the platform’s sign-up flow that let us create accounts in bulk with just a name and an email, and we built an express flow around it: a minimal form with only those two fields.
With lead campaigns on Meta (Facebook), we captured those two fields and created the accounts in bulk directly on the platform. Each user got an email with their credentials and the account already active, ready to start using the service with no friction.
The result
A 45% increase in Claro Music sign-up and usage conversion during the quarter the hack ran.
Why it’s innovation
Four layers of innovation: a real diagnosis (the problem wasn’t what the client believed), a technical shortcut put to work in the client’s favor, growth hacking before it was a trend (express flow, Meta leads and bulk account creation) and a measurable result (45% in one quarter).
