6. 6
• Companies Grow and Marketing Budgets Get Bigger
• Community Will Never Be a Super Bowl Commercial
• Traffic and conversion become a less realistic measurement
• ROI often not the best way to show value of Community
Let’s Get Real About ROI
8. 8
• Community has a super power that marketing can’t replicate
• CTA becomes Engage rather than Click
• 1,000 people who meaningfully engage with the product > 10,000
people who just visit the homepage
• Still technically traffic, but MUCH higher quality
Traffic vs Engagement
9. 9
“We want customers who need our
clothing, not just desire it.”
-Yvon Chouinard, Founder of Patagonia
10. 10
• Bottom line: Engaged users spend more
• Amazing Use Cases and User Stories for PR
• Super Users = Brand Ambassadors and Trainers
• Brand Affinity and Thought Leadership
But let’s start from the very beginning of the funnel...
What Is Engagement Good For?
13. 13
• Cold calling users = 10% response and attendance
• Users Who Attended a Meetup = 50%
• Users in the Wix Lounge Program = 90%
• Engaged Users = More (and Better) Product Feedback
What I Learned from Usability
14. 14
Community As Usability Lab
• User Interviews and Usability in Person and via Video
• Beta Tester Recruitment
• Product Teams visiting almost weekly
• User Meetups focused on specific products and features
15. 15
“It really helps us to understand our users and how THEY see Wix and
the Web. It's awesome to have first-hand, real-voice, video user
interviews.
“Just wanted to thank you again. Your help was very valuable and as
a result we were already able to craft some important changes to the
product.”
“The visit changed our roadmap significantly. We gained some
usability insights and could improve the product's UX immediately
after the visit.”
Rave Reviews from Product
17. 17
• Not just Product - every department in the company
• Advise the company how to understand and approach the users
• Knowledge base that is invaluable and irreplaceable
Ultimate Authority on Wix Users
SCALE. When Wix was small, community meaningfully increased brand awareness, but as we grew less relevant. We can’t compare to a Super Bowl commercial.
Give example of switching from a CTA of “visit wix.com” to “sign up for a wix workshop.” Tracking links to coupon codes, etc.
Give example of switching from a CTA of “visit wix.com” to “sign up for a wix workshop.”
At the end of the day - the thing that makes the money is the product, so how are you making it better
Give example of switching from a CTA of “visit wix.com” to “sign up for a wix workshop.”
Inspired by article, but also first major US usability testing
Give example of switching from a CTA of “visit wix.com” to “sign up for a wix workshop.”
At the end of the day - the thing that makes the money is the product, so how are you making it better