Growing Your User Base

Growing Your User Base

• 1.
  S C OT T E B A L E S . C O M Y O U R U S E R B A S E G R O W I N G T H E S E C R E T S T O B U I L D I N G H I G H P E R F O R M A N C E C O N V E R S I O N F U N N E L S
• 2.
  O B JE C T I V E S understand key terms successful metrics models building conversion funnels measuring productivity generating traffic key tools
• 3.
  Acquisition Getting People tocome to your site Activation Getting people to sign up for anything that could lead to a repeat visit Retention Getting users to become active Referral Getting Users to ‘spread the word’ about your site Revenue Monetizing active users T E R M I N O L O G Y
• 4.
  M E TR I C S M O D E L @davemcclure 
• 5.
  @sgblank  F U NN E L S
• 6.
  Category User StateConv % Est. Value Acquisition Visit Site (or landing page, or external widget) 100% $0.01 Acquisition Doesn't Abandon (views 2+ pages, stays 10+ sec, 2+ clicks) 70% $0.05 Activation Happy 1stVisit (views X pages, staysY sec, Z clicks) 30% $0.25 Activation Email/Blog/RSS/Widget Signup (anything that could lead to repeat visit) 5% $1 Activation Acct Signup (includes profile data) 2% $3 Retention Email Open / RSS view -> Clickthru 3% $2 Retention RepeatVisitor (3+ visits in first 30 days) 2% $5 Referral Refer 1+ users who visit site 2% $3 Referral Refer 1+ users who activate 1% $10 Revenue User generates minimum revenue 2% $5 Revenue User generates break-even revenue 1% $25 M E A S U R E E N G A G E M E N T @davemcclure 
• 7.
  Experiment 1: 3%Experiment 2: 3.2% ! Experiment 1: 3% Experiment 2: 6% M E A S U R E P R O D U C T I V I T Y
• 8.
  Traffic Acquisition ActivationRetention Referral Revenue 21515 60 100 M E A S U R E C O N V E R S I O N
• 9.
  I N PR A C T I C E
• 10.
  Viral / Referral Search engine  marketing  (SEM) Email blasts Facebook  posts  /  ads Twitter  posts  /  ads Surveys, Quora, Reddit, LinkedIn, etc. Tele-Marketing Blogs / Bloggers Get Creative Interviews …Get  creative   C R E AT I N G T R A F F I C
• 11.
  C A SE S T U D Y @lean
• 14.
  STOP adding features Findthe ONE THING users LOVE How? TAKE SHIT AWAY When they SCREAM, you’ve found it Then bring it back… only better Tip: Kill a Feature EVERY WEEK R E T E N T I O N
• 15.
  T O OL S
• 16.
  m o bi l e i s m o re t h a n t e c h n o l o g y T H E F U T U R E I S M O B I L E b i t . l y / m o b i l e re a d y b o o k
• 17.
  GROW ING YOUR USER BASE s c ot t e b a l e s . c o m / f e e d b a c k