Kiss Metrics Conversion Rate Data

7/29/2019 Kiss Metrics Conversion Rate Data

1/40

ButHowAmIDoingComparedtoOtherCompanies?

InsightsfromtheKISSmetricscustomerbase

CindyAlvarezWeb2.0ExpoMarch29th,2011


2/40

Idontknowifthisisgood.


3/40

Numbersarelike

thelatestdietcraze

All Company X had todo was _____ and they

were profitable!

All you have to do is hitthis number...


4/40

Noteveryonegetsthesameresultsfrom

12,000caloriesperday


5/40

Observationsfrom300+webbusinesses

DatafromOctober2009-February2011

BenchmarkdatafromFebruary2011

Social/communitysitesContentbusinessesConsumerservicesSaaS/SubscriptionE-commerceDailyDeal

Apps/GamesProfessionalblogs

AbouttheKISSmetricsdata


6/40

A/Btestsarelikebaseball

...yourbattingpercentagewonteverapproach100%

OverhalfofKISSmetricscustomershaveA/Btestreports

Landingpages#ofstepsinsignupUpgradeCTAs

Billingupfrontvs.laterDesign

Generalobservations


7/40

Multiplesignupsources

Manycustomershavemultiplesignupflows(notjustfortesting)

Traditionalhomepagesignupvs.mobilesignup

FacebookConnect/Twitter

GoogleAppMarketplace/3rd-partypartner

Generalobservations


8/40

Youwilllosepeoplewhen

youintroducefriction Oneconversion%nevertellsthewholestory

Doesitmakesensetoputthefrictionbeforeoraftersignup?

Targetmarketandpurposematter

Generalobservations


9/40

Indirect

Monetization

DailyDeal

E-commerce SaaS/Subscription

Bybusinessmodel


10/40

IndirectMonetization

Customerdoesnotpay

Sitetypes:

ContentandreviewsitesGamesandcommunitysites


11/40

Whataretheymeasuring:Signup

Homepage>FacebookConnect>SignedUp

Homepage>ViewedSignup>SubmittedSignupForm

SocialShareLandingPage>SocialConnect>SignedUp


12/40

Whataretheymeasuring:Sharing

Signup>Shared/Liked/Commented

Signup>StartedConfiguration>CompletedConfiguration

Signup>ContributedContent


13/40

Conversion=homepage->signedup

9.6%

lowest2.1%-highest34.5%

mediansignupconversion

averagesignupconversion13.2%

IndirectMonetization(21sites,fullmonthofFeb2011)


14/40

Resultsmaynotbetypical*

Self-selectedaudiences(professional,nichesites)havehigherconversionrates

Aspirationalservices(finance,health)havehigher

conversionratesbutlowerretentionrates

Whereyouputsignupandhowmanystepsareinvolvedaffectsconversions


15/40

Questionsyoushouldask:authentication

AmIlosingcustomersbeforeorafterFacebookConnect?

Doesofferingmultiplesign-inoptionshelporhurtconversionrate?

Doesaskingforadditionalinformationpost-FacebookConnecthurtconversionratessignificantly?


16/40

DailyDeal

Customerpayswiththeiremailaddress;

mightpaylaterforadeal

Sitetypes:Limited-timedeal


17/40

Whataretheymeasuring:Subscriptions

Homepage>EnteredEmailAddress

IndividualDealPage>EnteredEmailAddress

SocialShareLandingPage>SocialConnect


18/40

Whataretheymeasuring:DealsBought

Email>PurchasedDeal

Homepage>PurchasedDeal

IndividualDealPage(viasocial)>PurchasedDeal


19/40

Conversion=homepage>subscribedtolist

7.6%lowest3.3%-highest17.3%

mediansubscriptionconversion

DailyDeal(12sites,fullmonthofFeb2011)


20/40

Conversion=vieweddeal>dealbought

17.6%


medianpurchaseconversion

averagepurchaseconversion18.4%

DailyDeal(12sites,fullmonthofFeb2011)


21/40


Self-selectedaudiences(professional,nichesites)havehigherconversionrates

Asinglekillerdealcanskewanentiremonthofdata

Sitescoveringfewermetroareashavemuchlowerconversionratesduetocustomerinabilitytofollowthrough


22/40

Questionsyoushouldask:orderofevents

Ispurchasecompletionrateaffectedbywhethercustomerscomeinviahomepageorindividualdealpage?

Doesshowingpreviousdealsincreasesubscriptionrate?

Canweincreaseemailsubscriptionsbyputtingcompanyfocus(i.e.niche)firstvs.leadingwiththebigdeal?

DoesGrouponcloneUXhelporhurtconversions?


23/40

E-Commerce

Customerpays,highlyvariableintent

Sitetypes:

Electronicandtangiblegoods


24/40

Whataretheymeasuring:Findability

Homepage>Browsed>ViewedSingleProduct

Homepage>Searched>ViewedSingleProduct

ViewedSingleProduct>ViewedRecommendedProduct


25/40

Whataretheymeasuring:Purchasing

ViewedSingleProduct>AddedtoCart>Purchased

ViewedSingleProduct>AddedtoCart>CreatedAccount>Purchased


26/40

Conversion=purchasecompleted

5.9%


medianpurchaseconversion

averagepurchaseconversion9.3%

E-commerce(23sites,fullmonthofFeb2011)


27/40


Donteventrytocomparegeneralconsumercommodity,professional,andnichesites.Justdont.

SiteswhousePayPaloranotheroff-sitemerchantsolution

havelowerpurchasecompletionrates

Purchasepriceandpurchasefrequencyhaveahugeimpactoncompletionrates


28/40

Questionsyoushouldask:findability

Arecustomerswhobrowseabletoproceedandviewanindividualproduct?

Arecustomerswhosearchabletoproceedandviewan

individualproduct?

Arebrowsersorsearchersmorelikelytocompletepurchase?

Arecustomerswhoenterthesitedirectlyonanindividualproductpagemorelikelytocompleteapurchase?


29/40

Questionsyoushouldask:checkoutsteps

Howdoesrequiringcustomerstocreateanaccountaffectpurchasecompletion?

Doesofferingmultiplepaymentmethodshelporhurt

purchasecompletion?

Ifaccountcreationismovedtopost-checkout,willcustomerscompletethat(nowoptional)step?

Arecustomerswhodropoutofthecheckoutprocessreturningtootherpagesonyoursite?


30/40

SaaS/Subscription

Customermayormaynotpay

Usuallyentersunderafreeplanorlimitedfreetrial

Billinginformationmayberequiredupfrontorlater

Sitetypes:

Consumerservices

Smallbusinessservices


31/40

Whataretheymeasuring:Signup

Homepage>SignedUpforFree

Homepage>StartedFreeTrial

Homepage>ViewedPricing>SignedUp


32/40

Whataretheymeasuring:Upgrade

SignedIn>Upgraded

ViewedUpgradePrompt>Upgraded

SignedIn>ViewedPricing>Upgraded

ClickedEmailLink>Upgraded


33/40

Conversion=homepage->signedup

2.3%


mediansignupconversion

averagesignupconversion3.3%

SaaS(37sites,fullmonthofFeb2011)


34/40

Conversion=upgraded

2.3%lowest0.3%-highest8.9%

mediansubscriptionconversion

SaaS(37sites,fullmonthofFeb2011)


35/40


B2CserviceshaveahighersignupratethanB2Bservices

B2BserviceshaveahigherupgraderatethanB2Cservices

Aspirationalservices(finance,health)havehighersignupconversionrates

Nosignificantdifferenceinsignupratebetweensiteswithorwithoutaproducttour


36/40

Questionsyoushouldask:free-ness

Howdoessignupforfree,freetrial,orbuynow-freeforfirstXdaysaffectinitialconversion?Eventualupgrade?

Willchangingthelengthofmyfreetrialincreaseupgrades?

Howdoesrequiringbillinginformationatsignupaffectinitialconversion?

Howdoesshowingmultipleplans(vs.onlyshowingfreeinitially)affectinitialconversion?Upgraderate?


37/40

Questionsyoushouldask:signupsource

Howdosignupsviaathird-partypartnerdifferfromsignupsviayourhomepage?

Doesinitialsignupviaamobiledeviceaffectactivation?

DoesinitialsignupviaFacebookaffectactivation?

Docustomersacquiredviaadealorcouponbehavedifferentlyintermsofusageorupgraderate?


38/40

Questionsyoushouldask:onboarding

Docustomerswhoviewedaproducttourcompleteinitialonboarding/configurationmorequickly?

Howmanynewcustomerscompletetheminimalrequiredonboardingwithinaweek?

Doesincludingatouralongsidethesignupbuttonaffectinitialsignup?Eventualupgrade?

Howquicklyarecustomersabletousethecorefeaturesofyourproduct?


39/40

Hugedropoffs

duringFacebook

Connectprocess

Morelikelyto

buyadeal

thansignup

Cantcompare

nichevs.

commodity

Leastvariable

signup

conversion%


40/40

ThankYou!

@cindyalvarez

[email protected]
mailto:[email protected]:[email protected]

Documents

Kiss Metrics Conversion Rate Data