Case Study

Slack Brand Tracking

Brand tracking to determine market share and impressions of Slack

Slack is the 4th most recognizable instant messaging app

Behind Microsoft Teams (1), Discord (2), and Google Chat (3). About 73% of participants have heard of Slack before.

46% of visitors clicked the hero CTA within 17 seconds

This indicates a lack of interest in content further down the page and a desire to move on towards more specific information.

Complication rose to 15% after seeing Slack’s homepage

This is compared to 10% impressions of complicated before seeing the homepage, and is the only impression to show worse results after seeing the site.

Business Challenge

We wanted to better understand Slack’s positioning in the highly competitive instant messaging market. With new and existing platforms continually evolving, Brands like Slack need to gauge their brand recognition and user impressions to refine marketing strategies and improve user experience.

Timeline

We conducted the brand tracking survey and synthesized the results within 24 hours. The survey was set up and sent to participants on Monday afternoon, and full results were ready for us to dive into by Tuesday morning.

Research Goals

The research aimed to:

  1. Assess Slack’s brand recognition compared to other major instant messaging apps.
  2. Analyze user engagement with Slack’s homepage and their initial impressions.
  3. Identify any barriers in user experience that could be influencing brand perception negatively.

Methodology

Using Helio, we implemented several types of testing methods to track Slack’s brand reactions:

Research Panel

We used a Helio ready-made audience of Commercial and Consumer Apps Users in the US, participants who regularly download apps on their devices for business or personal reasons.

Test Setup

We set up the survey in Helio using a combination of question types:

Usage & Attitudes (U&A) questions

Usage & Attitudes question

Net Promoter Score (NPS):

Net Promoter Score question

Social listening:

Social listening question

Brand impression question:

Brand impression question

First-click engagement:

First click test

Analysis and synthesis 

Slack is the 4th most recognizable instant messaging app.

Usage & Attitudes data

Behind Microsoft Teams (1), Discord (2), and Google Chat (3). About 73% of participants have heard of Slack before. This is a solid chunk of market share, however placing fourth in recognition out of 5 key competitors is a rating Slack may want to work on.

46% of visitors clicked the hero CTA within 17 seconds.

First click data

This indicates a lack of interest in content further down the page and a desire to move on towards more specific information.

Complication rose to 15% after seeing Slack’s homepage.

Brand impressions after seeing homepage

This is compared to 10% impressions of complicated before seeing the homepage, and is the only impression to show worse results after seeing the site.

View the Slack Brand Tracking Survey

Outputs/Deliverables

The test results for Slack’s homepage brand tracking are collected in Helio’s data report:

Slack brand tracking data report

We created observations in Helio connected to specific data points that helped reveal those findings:

Observation connected to data point

These observations can be easily shared with people outside of the account, who will see the same data view as above when they come into the report:

Share data observation

Next Steps and Recommendations

Based on the insights gained, the following recommendations were made:

  1. Redesign the homepage to simplify navigation and reduce user perceived complexity.
  2. Enhance the visibility and information content of the CTA to encourage deeper engagement.
  3. Conduct a follow-up study to measure changes in user perception after implementing these improvements.
  4. Increase brand awareness campaigns to target markets where Slack is less recognized, potentially using insights from the demographic data of the panel.

Reflections

This case study demonstrated the importance of continuous brand tracking and user experience testing in a dynamic market. Slack’s ability to understand and react to user feedback is crucial in maintaining and improving its competitive position. This research not only highlighted areas for improvement but also confirmed the effectiveness of certain elements like the homepage CTA. The insights gathered provide a clear path forward for enhancing Slack’s market presence and user satisfaction.

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