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Onboard like a juggernaut - Elite camp 2015

Conversionista's presentation at Digital EliteCamp in Estonia 2105.

Find the critical conversion points in your SaaS user onboarding journey.

- Get Registered Prospects to use the service
- Get Active users to pay up
- Get Paying Customers to stay
- Get churned users to return
- Get all of them to refer more users

Do this - And rock!

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Onboard like a juggernaut - Elite camp 2015

  1. 1. A juggernaut, in current English usage, is a literal or metaphorical force regarded as mercilessly destructive and unstoppable. Onboard like a Juggernaut
  2. 2. ”I started Conversionista” John Ekman 2
  3. 3. We need a redesign. By Monday. That’d be great.
  4. 4. Are you looking in the 
 right direction?
  5. 5. 6 SaaS customer lifecycle model Acquisition Visitor Registered 
 Prospect Active
 User Paying
 Customer Staying
 Customer Returning
 Customer Churned Customer Referred Prospects
  6. 6. Step 1 Get them to try = register
  7. 7. 11 Test summary 1. No-one looked at the down arrow 2.No-one scrolled 3. No-one understood Jack Sh*t Three test persons:
  8. 8. 12 So, we’re now getting this
  9. 9. 13 The Brief
  10. 10. 14 What they came back with Konvertering - Gör besökare till kunder Hur vill du förbättra din konvertering?
  11. 11. 15 Can you spot the errors? “We think people know you can scroll these days”
  12. 12. 16 One of Sweden’s biggest online stores
  13. 13. 17 How are we doing ourselves? 77% 40% 34% Bounce rate 50%
  14. 14. 18 Can you spot the errors? “We think people know you can scroll these days”
  15. 15. 19
  16. 16. 20
  17. 17. What goes “above the fold”? Which by the way doen’t exist
  18. 18. 22 Case
  19. 19. 23 “Here’s how it works”
  20. 20. 24 Put it above the fold
  21. 21. 25 The results
  22. 22. 26 So, we’re now getting this
  23. 23. 27 The wrong conclusion “Since there is no fold no more - I, lazy designer, do not have to worry about this scroll stuff anymore.”
  24. 24. 28 Waddabout this? “We have looked into data to see if users scroll and how our design can make them scroll (if that’s what we want?)”
  25. 25. People will act on “Expected design patterns”
  26. 26. 30 The F pattern
  27. 27. 31 Remember this?
  28. 28. 32 The F pattern
  29. 29. 33
  30. 30. 34
  31. 31. Why “the fold is a myth” is a myth John Ekman 35 My next blog post
  32. 32. What if? The video hero shot is the new carousel!!!!
  33. 33. 38
  34. 34. 39 The results
  35. 35. 40 The video hero shot sucks because… 1. It distracts from the conversion goal 2.It messes up readability 3. “Text on image” is interpreted as “image”
  36. 36. Step 2 Get them to use the damn thing = Activation
  37. 37. 42 The biggest problem of them all
  38. 38. 43
  39. 39. 44 Ok we got a new user, let’s…… Hit him in the head with our newsletter!
  40. 40. 45 April’s newsletter from CouldNotCareLess.com Click here to view this newsletter on the Web. Unsubcribe here. News abou… We are proud to announce CloudApp 2.1! Some inward looking text a bout a new feature nobody really gives a sh-t about. See us in Chicago We are going to the CloudSummitWhatever - Meet us there New Customers Bapple. Moogle. Cakebook - These our just some of our new customers this month
  41. 41. 46 Climb up the ladder Newsletter Sit on frog’s *ss Activation series of email*
  42. 42. 47
  43. 43. 48 This shit is hot! These guys are doing something right, let’s find out what! 1. Started June 2014 2. Beta September 2014 - ended April 2015 3. Right now: 32,620 users. 4. 50% of these are active users 5. 200 signups per day
  44. 44. 49 David Darmanin of Hotjar
  45. 45. 50 The Beta in numbers... Users joining the Beta 18,003 7,321 Active Beta Users 6,646 Conversations with the Hotjar Team Sites setup in Hotjar 951 GB Hotjar Database 681 Feature Suggestions 7 Length of Hotjar Beta in months 231 Bugs Addressed 45,283 Lines of code 69 Requested Features SHIPPED 43,332 Heatmaps 424,250 Polls & Surveys Responses 12,280,811 Recordings TOOL USAGE 22,803 5,457 Funnels
  46. 46. 51
  47. 47. 52 Other Good stuff
  48. 48. 53 Climb up the ladder Newsletter Sit on frog’s *ss Activation series of email* Targeted Activation series
  49. 49. 54 What influences activity, conversion & retention? Active
 User Paying
 Customer Staying
 Customer Something that goes on here will make this happen Something that goes on here will make this happen Registered
 Prospect Something that goes on here will make this happen
  50. 50. 55 9 key features/activities = 9 emails
  51. 51. 56 Find your Aha moment! Twitter Dropbox Zynga Facebook Growth hacking: leading indicators of engaged users Follow 30 people At least one file upload Coming back the day after download 7 friends within 10 days
  52. 52. 57 As I’m going to bed this shit happens Lincoln Murphy
  53. 53. 58 Climb up the ladder Newsletter Sit on frog’s *ss Activation series of email* Targeted Activation series Triggered Triggered
  54. 54. 59 Event based personalisation using Mixpanel > 10 minutes turkish Channels
  55. 55. Ok, they’re now active users. Let’s see if we can get paid.
  56. 56. When should we ask for the credit card?
  57. 57. 62 The data Neil Patel: How to market to customers when the free trial is over
  58. 58. 63
  59. 59. 64 The biggest problem of them all
  60. 60. 65 Somewhere on the kiss metrics blog ? Start trial Start free trial+20% 0%
  61. 61. 66 Moving your bottlenecks Registered PayingActive Staying
  62. 62. Cohort Analysis Whoaahh!!!
  63. 63. 68
  64. 64. Predictive Analytics Whoaahh!!!
  65. 65. 70
  66. 66. 71 Mathem Being able to determine high value customer with 90% accuracy. On first purchase.
  67. 67. Case - Spotify Premium
  68. 68. Premium trial for US market High Dropoff rate Original You must leave your credit card details in order to start your 30 day free trial WHY? 73
  69. 69. Input to the hypothesis We made a short exit survey. The main reason stated: 74 “I don’t want to leave my credit card details for something that is free”!
  70. 70. Hypothesis: Give the user “A reason why” 75 We only use this to verify your account, you won't be charged anything for your trial We need this just in case you decide to stay Premium after your free month We need this because our music deals only allow free trials for users that are credit card or PayPal holders A B C
  71. 71. The result 76 Original “We only use this to verify…” Blame the record companies “In case you decide to stay…”
  72. 72. Last step Please don’t leave me now!
  73. 73. CASE Spotify Cancellation
  74. 74. 79 Original
  75. 75. 80 Variation
  76. 76. 81 Switch to
 free?
  77. 77. 82 Trying to 
 save money
  78. 78. 83 The final push
  79. 79. 84 The results
  80. 80. 85 SUMMARY
  81. 81. 86
  82. 82. 87
  83. 83. 88
  84. 84. 89 Registered PayingActive Staying 1. Moving your bottlenecks 2.Activation is your biggest problem 3. Don’t ask for the credit card 4. Cohort Analysis 5.Predictive Analytics
  85. 85. conversionjam.se Stockholm september 1st
  86. 86. 91 Neil Patel, 
 KissMetrics, Crazyegg Peep Oli André Sofia Quintero Geckoboard Sandy Hathaway Avari
  87. 87. john@conversionista.se www.conversionista.se @conversionista taCk! Always Be Converting!

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