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• Conduct usability testing to optimize customer activation • Match metrics to business types • Create a customer oriented culture and build a vibrant community • Increase referrals among current customers and use social media graphs to increase virality
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@eric3000
Activation, Retention & Engagement Strategy
@eric3000
@eric3000
Where You Can Find Today’s Slides
http://www.bit.ly/emetelka
@eric3000
Introductions
☐ Name
☐ Where you work/what you’re working on
☐ Goals for today
@eric3000
I'm Eric Metelka, founder and CEO of Full Stack Marketing, a full featured digital marketing consulting firm for startups. I am a former management consultant and the former digital marketing manager at BestVendor.
@eric3000
My Goals for Today
You know how to choose the one metric that matters to your product or brand
You are able to guide and construct a usability test
You can align user behaviors and motivations to create engagement
You understand the tactics to increase referrals in your product
@eric3000
What I Am Going to Cover
☐ Introduction & Definitions – 30 mins
☐ Matching Metrics - 30 mins
☐ Activation – 30 mins
☐ Engagement – 30 mins
☐ Referral & Virality – 30 mins
☐ Recap/Evaluation/Questions - 15 mins
@eric3000
Definitions
@eric3000
Acquisition – noun /ˌækwɪˈzɪʃ(ə)n/• The process of buying something or
obtaining it in some other way• When a customer comes to the site from
various channels or downloads an app
@eric3000
Category User Status Conv % Est. ValueAcquisition Visit Site
(or landing page, or external widget)100% $.01
Acquisition Doesn't Abandon (views 2+ pages, stays 10+ sec, 2+ clicks)
70% $.05
Examples of Acquisition(note: not actuals)
@eric3000
Activation – noun /ˌæktɪˈveɪʃ(ə)n/• Making a piece of equipment or a process start
working• Starting the use of a product, often by creating a
login • In ecommerce, starting the shopping process by
completing at least transaction• In Mobile, using the basic features of the app• Customer enjoys 1st visit: "happy" user
experience
@eric3000
Category User Status Conv % Est. ValueAcquisition Visit Site
(or landing page, or external widget)100% $.01
Acquisition Doesn't Abandon (views 2+ pages, stays 10+ sec, 2+ clicks)
70% $.05
Activation Happy 1st Visit(views X pages, stays Y sec, Z clicks)
30% $.25
Activation Email/Blog/RSS/Widget Signup(anything that could lead to repeat visit)
5% $1
Activation Acct Signup(includes profile data)
2% $3
Examples of Activation(note: not actuals)
@eric3000
Engagement - noun /ɪnˈɡeɪdʒmənt/• The feeling of being involved in a
particular activity• The period of time during which a user
such stays involved with your product• Customers come back and visit site
multiple times
@eric3000
Category User Status Conv % Est. ValueAcquisition Visit Site
(or landing page, or external widget)100% $.01
Acquisition Doesn't Abandon (views 2+ pages, stays 10+ sec, 2+ clicks)
70% $.05
Activation Happy 1st Visit(views X pages, stays Y sec, Z clicks)
30% $.25
Activation Email/Blog/RSS/Widget Signup(anything that could lead to repeat visit)
5% $1
Activation Acct Signup(includes profile data)
2% $3
Engagement Email Open / RSS view -> Clickthru 3% $2
Engagement Repeat Visitor (3+ visits in first 30 days)
2% $5
Examples of Engagement(note: not actuals)
@eric3000
Virality- noun /vʌɪˈralɪti/• The tendency of an image, video, or piece
of information to be circulated rapidly and widely from one Internet user to another
• Customers like product enough to refer others
@eric3000
Category User Status Conv % Est. ValueAcquisition Visit Site
(or landing page, or external widget)100% $.01
Acquisition Doesn't Abandon (views 2+ pages, stays 10+ sec, 2+ clicks)
70% $.05
Activation Happy 1st Visit(views X pages, stays Y sec, Z clicks)
30% $.25
Activation Email/Blog/RSS/Widget Signup(anything that could lead to repeat visit)
5% $1
Activation Acct Signup(includes profile data)
2% $3
Engagement Email Open / RSS view -> Clickthru 3% $2
Engagement Repeat Visitor (3+ visits in first 30 days)
2% $5
Virality Refer 1+ users who visit site 2% $3
Virality Refer 1+ users who activate 1% $10
Examples of Virality(note: not actuals)
@eric3000
Matching Metrics to Your Business
@eric3000
Types of Metrics & Measurement
• Qualitative: Usability Testing / Session Monitoring– Watch what users do, figure out problems & solutions from small # of
users
• Quantitative: Traffic Analysis / User Engagement– Report what users do, track usage & conversion %'s for all or empirical
sample # of users
• Comparative: A/B, Multivariate Testing– Compare what users do in one scenario vs another, see which
copy/graphics/UI are most effective
• Competitive: Monitoring & Tracking Competitors– Track competitor activity & compare against yours; if possible compare
channels, keyword traffic, demographic targeting, user satisfaction, etc.
@eric3000
Measurement Tools
• Qualitative: Usability Testing / Session Monitoring– Qualtrics (surveys), CrazyEgg (heatmap), TechSmith Morae / UserVue
(ux recording), RobotReplay, TapeFailure.
• Quantitative: Traffic Analysis / User Engagement– Google Analytics (free), Mixpanel, Kissmetrics, Flurry, MyBlogLog,
ClickTracks, Index Tools, Visual Sciences / Webside Story, Omniture, WebTrends.
• Comparative: A/B, Multivariate Testing– Google Website Optimizer, SiteSpect, Optimost, Offermatica, Vertster,
Kefta.
• Competitive: Monitoring & Tracking Competitors– Quantcast, Compete.com, Alexa, Hitwise, Comscore, Nielsens.
@eric3000
Customer Funnel
@eric3000
Metric Funnel
@eric3000
Your Business Model Your Business Stage
(Monetization) (Lifecycle)
• Ecommerce• 2 sided market• SaaS• Mobile app• User-generated content• Media
• Empathy• Stickiness• Virality• Revenue• Scale
@eric3000
Inventory, listings
SEM, sharing
Engagement, churn
Inherent virality, CAC
Downloads, churn, virality
WoM, app ratings, CAC
Content, spam
Invites, sharing
Traffic, visits, returns
Content, virality, SEM
Loyalty, conversion
CAC, shares, reactivation
Transactions, Commission
Other verticals
Upselling, CAC, CLV
API, magic #, marketplace
CLV, ARPDAU
Spinoffs, publishers
Ads, donations
Analytics, user data
CPE, affiliate %, eyeballs
Syndication, licenses
Transactions, CLV
Affiliates, white-label
Interviews, qualitative results, quantitative scoring, surveys
E-commerce
2 Sided Market SaaS
Mobile app
User-gen content Media
Empathy
Stickiness
Virality
Revenue
Scale
(Money from transactions) (Money from active users) (Money from ad clicks)
@eric3000
What metrics would you want to look at? What direction do you want the metric to be going in?
@eric3000
Inventory, listings
SEM, sharing
Engagement, churn
Inherent virality, CAC
Downloads, churn, virality
WoM, app ratings, CAC
Content, spam
Invites, sharing
Traffic, visits, returns
Content, virality, SEM
Loyalty, conversion
CAC, shares, reactivation
Transactions, Commission
Other verticals
Upselling, CAC, CLV
API, magic #, marketplace
CLV, ARPDAU
Spinoffs, publishers
Ads, donations
Analytics, user data
CPE, affiliate %, eyeballs
Syndication, licenses
Transactions, CLV
Affiliates, white-label
Interviews, qualitative results, quantitative scoring, surveys
E-commerce
2 Sided Market SaaS
Mobile app
User-gen content Media
Empathy
Stickiness
Virality
Revenue
Scale
(Money from transactions) (Money from active users) (Money from ad clicks)
@eric3000
Choose one actionable metric to
follow
Understand your product market
and stage
@eric3000
Activation
@eric3000
Website.com
1. ACQUISITION
SEOSEM
Apps & Widgets
Affiliates
PR Biz DevCampaigns,
Contests
Direct, Tel, TV
Social Networks
Blogs
Domains
Customer Funnel
@eric3000
Website.com
Marketing Channels:• Largest volume (#) • Lowest cost ($)• Best performing (%)
1. ACQUISITION
SEOSEM
Apps & Widgets
Affiliates
PR Biz DevCampaigns,
Contests
Direct, Tel, TV
Social Networks
Blogs
Domains
Customer Funnel
@eric3000
Website.com
1. ACQUISITION
SEOSEM
Apps & Widgets
Affiliates
PR Biz DevCampaigns,
Contests
Direct, Tel, TV
Social Networks
Blogs
Domains
Customer Funnel
2. Activation
Homepage / Landing Page
Product Features
@eric3000
Website.com
Illustrative Activation Criteria:
• 10-30+ seconds
• 2-3+ page views
• 3-5+ clicks
• 1 key feature usage
1. ACQUISITION
SEOSEM
Apps & Widgets
Affiliates
PR Biz DevCampaigns,
Contests
Direct, Tel, TV
Social Networks
Blogs
Domains
Customer Funnel
2. Activation
Homepage / Landing Page
Product Features
@eric3000
Website.com
Illustrative Activation Criteria:
• 10-30+ seconds
• 2-3+ page views
• 3-5+ clicks
• 1 key feature usage
Do LOTS of landing page tests & A/B tests - just make lots of dumb guesses & iterate QUICK
1. ACQUISITION
SEOSEM
Apps & Widgets
Affiliates
PR Biz DevCampaigns,
Contests
Direct, Tel, TV
Social Networks
Blogs
Domains
Customer Funnel
2. Activation
Homepage / Landing Page
Product Features
@eric3000
How to Test Activation
• Performance - an objective measure of how well a particular website works. It is strictly utilitarian, and it is concerned primarily with effectiveness and efficiency.
@eric3000
Performance Metrics
Task Test - observing the steps testers take to complete task actions
@eric3000
How to Test Activation II
• Satisfaction - a subjective measure of how users feel while interacting with a website. It is concerned with how the information looks, how the content is organized, and how the user feels navigating around the site.
@eric3000
Satisfaction Testing
Open-Ended Test – monitoring tester exploration of the site without specific instructions
@eric3000
Implementing Testing
@eric3000
Diagnosing Your Site
@eric3000
Activity: Google “Jeans”
@eric3000
@eric3000
Raise your hand when you bounce from the page
@eric3000
Testing is crucial to activating new
customers
Understand the difference between
performance goals and satisfaction
goals
@eric3000
Engagement
@eric3000
Website.com
2. ActivationHomepage / Landing
Page
Product Features
1. ACQUISITION
SEOSEM
Apps & Widgets
Affiliates
PR Biz Dev
Campaigns, Contests
Direct, Tel, TV
Social Network
sBlogs
Domains
Customer Funnel
3. ENGAGEMNETAutomated
Emails
Blogs, Content
System Events & Time-based Features
@eric3000
Website.com
2. ActivationHomepage / Landing
Page
Product Features
1. ACQUISITION
SEOSEM
Apps & Widgets
Affiliates
PR Biz Dev
Campaigns, Contests
Direct, Tel, TV
Social Network
sBlogs
Domains
Customer Funnel
Automated emails are simple & easy retention feature. Lifecycle emails @ +3, +7, +30d
3. ENGAGEMNETAutomated
Emails
Blogs, Content
System Events & Time-based Features
@eric3000
Website.com
2. ActivationHomepage / Landing
Page
Product Features
1. ACQUISITION
SEOSEM
Apps & Widgets
Affiliates
PR Biz Dev
Campaigns, Contests
Direct, Tel, TV
Social Network
sBlogs
Domains
Customer Funnel
Automated emails are simple & easy retention feature. Lifecycle emails @ +3, +7, +30d
3. ENGAGEMNETAutomated
Emails
Blogs, Content
System Events & Time-based Features
Event-based emails as they occur
@eric3000
Website.com
2. ActivationHomepage / Landing
Page
Product Features
1. ACQUISITION
SEOSEM
Apps & Widgets
Affiliates
PR Biz Dev
Campaigns, Contests
Direct, Tel, TV
Social Network
sBlogs
Domains
Customer Funnel
Automated emails are simple & easy retention feature. Lifecycle emails @ +3, +7, +30d
3. ENGAGEMNETAutomated
Emails
Blogs, Content
System Events & Time-based Features
Email newsletters weekly/monthly
Event-based emails as they occur
@eric3000
Community Building - Yelp
@eric3000
Citysearch had a 28-month head start and had collected more than 112,000 restaurant reviews by the time Yelp had its first restaurant review
@eric3000
Yelp Members Write More Reviews
@eric3000
How Did Yelp Build Community?
Tie Identity & Reputation to
Product
Encourage Quality with Signals
On-line and Off-line Rewards
Empowering Users
Member reviews rated as intelligent, fair, knowledgeable, public- spirited, and cool
Yelp members have a public profile page that records their activities
Members rewarded with “elite” status in profile Exclusive access to offline parties and events
Some members are hired as community managers
Discussion forum for further adding to the site’s social aspects
@eric3000
@eric3000
Rewards
@eric3000
Notifications of New Content
@eric3000
Email Newsletters Curate Content
InterestingPersonalizedTimely
@eric3000
Lifecycle Emails Re-engage Lapsed Customers
@eric3000
Align user motivation, behavior, and long-
term value
Reward members for their contribution
Re-engage your customers via the
appropriate channel (Email today)
Listen to your customers and understand
how they are using your product
@eric3000
Referral & Virality
@eric3000
Website.com2. Activation
Homepage / Landing Page
Product Features
4. REFERRAL
Emails & widgets
Campaigns, Contests1. ACQUISITION
SEOSEM
Apps & Widgets
Affiliates
PR Biz Dev
Campaigns, Contests
Direct, Tel, TV
Social Networ
ksBlogs
Domains
3. RETENTIONEmails &
Alerts
Blogs, Content
System Events & Time-based Features
Customer Funnel
@eric3000
Website.com
Only encourage users to refer *after* they have “happy” user experience; avg score >= 8 out of 10
2. Activation
Homepage / Landing Page
Product Features
4. REFERRAL
Emails & widgets
Campaigns, Contests1. ACQUISITION
SEOSEM
Apps & Widgets
Affiliates
PR Biz Dev
Campaigns, Contests
Direct, Tel, TV
Social Networ
ksBlogs
Domains
3. RETENTIONEmails &
Alerts
Blogs, Content
System Events & Time-based Features
Customer Funnel
@eric3000
iK Conversion %
= X
Calculating Growth
@eric3000
Number of Invitations
SentViral coefficient
(K)
Invitations Accepted
= X
Number of Users
Number of Invitations
Sent
Calculating Growth
@eric3000
Viral coefficient
(K)
Invitations Accepted
=
Number of Users
Calculating Growth
@eric3000
Math
You have 2000 customersThose customers invite 5000 of their
friendsOf those invitations, 500 are accepted
@eric3000
Math
You have 2000 customersThose customers invite 5000 of their
friendsOf those invitations, 500 are accepted
How fast are you growing?Are you viral?
@eric3000
Math
You have 2000 customersThose customers invite 5000 of their
friendsOf those invitations, 500 are accepted
How fast are you growing? K = .25Are you viral? No
@eric3000
Trend to Zero
2000
2100
2200
2300
2400
2500
2600
2700
@eric3000
Math
You have 2000 customersThose customers invite 5000 of their
friendsOf those invitations, 2500 are accepted
How fast are you growing?Are you viral?
@eric3000
Math
You have 2000 customersThose customers invite 5000 of their
friendsOf those invitations, 2500 are accepted
How fast are you growing? 1.25Are you viral? Yes!
@eric3000
Viral Growth
2000
12000
22000
32000
42000
52000
62000
72000
82000
92000
@eric3000
iK Conversion %
= X
How to Increase K
@eric3000
iK Conversion %
= X
How to Increase K
Make invites central to the product Network effects
Reward for invites Dropbox Gamification
Make sending invites easy Social sharing
@eric3000
iK Conversion %
= X
How to Increase K
Test invite creative Test invite format
Social? Email? SMS?
Test sign-up incentives Dropbox
@eric3000
The Actual Formula Is a Bit More Complicated…
@eric3000
The Actual Formula Is a Bit More Complicated…
TIME!
@eric3000
How to Increase Speed
@eric3000
So Should I Put Like Buttons Everywhere?
@eric3000
So Should I Put Like Buttons Everywhere?
How can a customer create content that reaches non-customers?
@eric3000
So Should I Put Like Buttons Everywhere?
How can a customer create content that reaches non-customers?
How does a customer’s experience get better when they are connected to more users?
@eric3000
So Should I Put Like Buttons Everywhere?
How can a customer create content that reaches non-customers?
How does a customer’s experience get better when they are connected to more users?
How does a customer benefit from reaching out to a non-user?
@eric3000
So Should I Put Like Buttons Everywhere?
How can a customer create content that reaches non-customers?
How does a customer’s experience get better when they are connected to more users?
How does a customer benefit from reaching out to a non-user?
What percentage of growth comes from this channel versus others?
@eric3000
Conclusion
@eric3000
Choose One Actionable Metric to Follow
@eric3000
Testing is crucial to activating new customers
@eric3000
Align user motivation, behavior, and long-term value
@eric3000
Determine if and how viral growth aligns with your value proposition
@eric3000
Questions?
@eric3000
Digital Marketing Reading List
Kissmetrics Blog -http://blog.kissmetrics.com/ Andrew Chen – http://andrewchen.co Rand Fishkin – http://moz.com/rand SEOMoz blog – http://SEOmoz.org/blog Inbound – http://inbound.org Conversion Rate Experts -
http://www.conversion-rate-experts.com/blog/ Slideshare - http://www.slideshare.net/
@eric3000
Email: [email protected]
Twitter: @eric3000
LinkedIn: /in/emetelka
Facebook: /e.metelka
Download Slides: www.slideshare.net/emetelka/
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