In his presentation, Brett will take authors through the different types of Envato customers and what they’re looking for when they visit our marketplaces. As a Senior Product Manager focusing on the Envato Elements platform, Brett will share his unique perspective and insights on changing customer demands. Speaker : Brett - Senior Product Manager at Envato Event : Envato Worldwide Author Conference @ Yogyakarta, Indonesia 2019 Slide Download : http://bit.ly/jogja2019brett (Dropbox) http://bit.ly/idea2019brett (SlideShare) IdEA (Indonesian Envato Authors) is a community of Indonesian people who earn a living by making and selling products on Envato (http://envato.com). Kindly visit http://envato.id to join the community!

1. Envato's
Customers
Who are they
and what do
they want?
Elements author - Rawpixel

2. Brett Elliott
- Senior Product Manager
on Envato Elements

3. Brett Elliott
- Senior Product Manager
on Envato Elements

4. “ ”Knowledge is power
- Sir Francis Bacon
The purpose of this presentation is to
provide you with the knowledge to
make products your customers love
We’re going to cover:
! Basic industry buying trends
! A deep look into Elements and
Market customers
! Profiles of actual customers

5. Basic buying
trends
Elements author - Rido81

6. Basic buying trends

7. Basic buying trends
The good
old days

8. Print
Basic buying trends
The good
old days

9. Not that
long ago
Print
Basic buying trends
The good
old days

10. Not that
long ago
Print
Basic buying trends
Websites and apps
The good
old days

11. Not that
long ago
Print
Now
Basic buying trends
Websites and apps
The good
old days

12. Not that long
ago
Print Websites and apps
Now
Social media and YouTube
Basic buying trends
The good
old days

13. Not that long
ago
Print
Now
Social media and YouTube
Basic buying trends
Complex content types
perform best in a
marketplace
Websites and apps
The good
old days

14. Not that
long ago
Print
Now
Social media and YouTube
Basic buying trends
Media content
types perform
best in a
subscription
Complex content
types perform
best in a
marketplace
Websites and apps
The good
old days

15. Who buys
from which
platform?
Elements author - stevanovicigor

16. High level customer breakdown

17. High level customer breakdown
Customers who build projects
for themselves

18. High level customer breakdown
Customers who build projects
for themselves
Digital creative professionals
who buy/download infrequently

19. Customers who build projects
for themselves
Digital creative professionals
who buy/download infrequently
Digital creative professionals
who buy/download frequently
High level customer breakdown

20. High level customer breakdown
Customers who build projects
for themselves
Digital creative professionals
who buy/download infrequently
Digital creative professionals
who buy/download frequently

21. High level customer breakdown
Customers who build projects
for themselves
Digital creative professionals
who buy/download infrequently
Digital creative professionals
who buy/download frequently

22. High level customer breakdown
Customers who build projects
for themselves
Digital creative professionals
who buy/download infrequently
Digital creative professionals
who buy/download frequently

23. A deeper look into Elements
Customers
(by volume of downloads)

24. A deeper look into Elements Customers
What do they download?:
● Audio, video and photos
What do they make?
● Social Media Marketing on
Facebook/Instagram
● Vlog
● Sports promotional videos
What do we know about these
customers?
● Largest active segment
● Fastest growing segment
● Highest customer lifetime value
● They need assets consistently
Multimedia Creators

25. Website Creators
What do they download?
● Everything, but they are the only
segment strong with WordPress
What do they make?
● Websites. Primarily ecommerce
websites
What do we know about these
customers
● More than 90% identify as
freelancers
● Most price sensitive
● High resubscription rate
A deeper look into Elements Customers

26. Graphic Designers
What do they download?:
● Graphics, Graphic Templates,
Fonts, Add-ons, photos.
What do they make?
● Branding
● Flyers
● News Articles (Online Magazine)
● Websites
What do we know about these
customers?
● They value quality and variety
A deeper look into Elements Customers

27. Communicators
What do they download:
● Presentation Slides
● Photos
What do they make?
● Marketing/business presentations
What do we know about these customers?
● More than 50% work for a company
● High conversion rate
● Lowest LTV
● Almost all leave because they “ don’t
need digital assets regularly anymore”
A deeper look into Elements Customers

28. First Subscription Date
NumberofSubscribers
(Daily)
Subscription Trend
Website Creator
Designer
Communicator
Multimedia Creators
A deeper look into Elements Customers
Subscriptions (sales per day)

29. Website Creator
Designer
Communicator
Multimedia Creators
A deeper look into Elements Customers
Subscriptions (accumulative)

30. A deeper look into
Market Customers
(by revenue)
Elements author - Rido81

31. Website Creators
What do they download?
● Mostly WordPress themes
and code
What do they make?
● Websites. Primarily
ecommerce websites
What do we know about these
customers?
● Largest customer segment
in revenue.
● Most new buyers.
● Most price sensitive
● High return rate
● Mostly freelancers and
micro studios
A deeper look into Market Customers

32. Multimedia Creators What do they download?:
● Audio, video and photo
What do they make?
● Social Media Marketing on
Facebook/Instagram.
● Vlog
● Sports promotional video
What do we know about these
customers?
● A large segment of these
customers seek out unique,
fresh and new content over
popular, high selling
content
● They convert well and have
a higher LTV when sent to
Elements
● Largest segment in volume
of sales
A deeper look into Market Customers

33. Graphic Designers What do they download?:
● Graphics, Graphic
Template, Fonts, Add-ons,
photos.
What do they make?
● Branding
● Flyers
● News Articles (Online
Magazine)
● Websites
What do we know about these
customers?
● They value quality and
variety
● Similar return rate to
Multimedia Creators
● They range from part time
freelancer through to full
time professionals
A deeper look into Market Customers

34. Communicators Presentation template tend to
attract more one off buyers
What do they download:
● Presentation Slides
● Photos
What do they make
● Marketing/business
presentations
What do we know about these
customers?
● Does not perform well on
Market
● Generally attracts once off
buyers
A deeper look into Market Customers

35. A deeper look into Market Customers

36. Market customers by country

37. Profiles of
actual
customers
Elements author - gpointstudio

38. ASSET NEEDS
Frequency
Diversity
DESIGN
Professional editing skills
Pre-made/templates/DIY
Provide clear information about the programs that assets can be
opened and edited in.
Author takeaways
Profiles of actual customers
Ben - DIY website creator

39. ASSET NEEDS
Ben - DIY Website Creator
BEN’S BACKGROUND
- He’s a self-help coach who is
interested in refreshing his
website for promoting his
business.
- He learned some Adobe
photoshop at school but he
doesn’t consider himself a pro.
- He finds Wordpress difficult.
“In the past it has taken me longer than it
should have, my site originally took me a
month or so, wordpress overwhelmed me. I
couldn’t figure out what I was doing.”
Frequency
Diversity
DESIGN
Professional editing skills
Pre-made/templates/DIY
Provide clear information about the programs that assets can be
opened and edited in.
Author takeaways
BEN AND ENVATO
- His search for assets begins on free websites although he will pay
for an asset if it exactly suits his needs.
- He initially purchased a Wordpress theme for his website from
Themeforest, and browses the other marketplaces for other assets
he can use on his site.
- He needs information about file types and skills required to use
different assets.

40. Profiles of actual customers
Maria - Part Time Website
Creator
ASSET NEEDS
Frequency
Diversity
DESIGN NEEDS
Pre-made/templates/DIY
Professional editing skills
Consider that customers are looking for both project/commercially
relevant assets as well as inspiration.
Author takeaways

41. ASSET NEEDS
Maria - Part time website
creator
MARIA’S BACKGROUND
- She works part time at a nursery
and part time as a creative design
freelancer.
- She has a graphic design
background and has recently
taught herself how to design and
build websites.
“I do anything and everything that clients
need: design print ads, billboards, things like
that. As time went on people were
requesting websites.”
Frequency
Diversity
DESIGN NEEDS
Pre-made/templates/DIY
Consider that customers are looking for both project/commercially
relevant assets as well as inspiration.
Author takeaways
MARIA AND ENVATO
- Maria visits Elements to download assets, but also for inspiration
and to learn new skills.
- When making websites, she wants to find anything that will make
the process quicker and more cost effective.
- She has also been doing a lot of social media work lately for clients
so frequently needs templates for Instagram and Facebook.
Professional editing skills

42. Profiles of actual customers
Jen - Full Time Graphic Designer
ASSET NEEDS
Frequency
Diversity
DESIGN NEEDS
Pre-made/templates/DIY
Professional editing skills
What is popular isn’t always appealing to customers unless they are
confident that they can customise.
Author takeaways

43. ASSET NEEDS
Jen - Full Time Graphic
Designer
JEN’S BACKGROUND
- She is a senior graphic designer
at a small creative studio.
- Her agency specialises in
packaging and graphic design.
- Jen is very experienced with
some Adobe programs, and is
learning more to expand her
skillset.
“At the moment I use 80% photoshop,
illustrator and indesign. I also starting to use
the video software, premiere and mostly
after effects.”
Frequency
Diversity
DESIGN NEEDS
Pre-made/templates/DIY
What is popular isn’t always appealing to customers unless they are
confident that they can customise.
Author takeaways
JEN AND ENVATO
- Jen mostly uses Elements to find mockups for her package
designs, and is happy with the selection.
“85% of elements I use are mockups, I find them exquisite.”
- Her agency is starting to offer digital marketing as a service, and so
Jen has recently had to find more assets (e.g., social media
templates and stock photos) that will suit her client needs. For this,
she needs assets that aren’t too generic or ‘stock’ looking (she will
search by new, rather than popular).
Professional editing skills

44. Profiles of actual customers
Stan - Full Time Multimedia Creator
ASSET NEEDS
Frequency
Diversity
DESIGN NEEDS
Pre-made/templates/DIY
Professional editing skills
Ensure versions, customisation options, and compatibility information
are fully explained in the asset description.
Author takeaways

45. ASSET NEEDSStan - Full Time
Multimedia Creator
STANS BACKGROUND
- He is a full time freelance
marketer.
- He originally produced music
videos and cover art, but now
offers a variety of marketing
services to his clients.
- He is an expert at using the
Adobe suite and taught himself to
use Wordpress a year ago.
“I do a lot of marketing and video work,
website work and business, Elements is a
big help as far as saving time. I really love
it.”
Frequency
Diversity
DESIGN NEEDS
Pre-made/templates/DIY
Ensure versions, customisation options, and compatibility information
are fully explained in the asset description.
Author takeaways
STAN AND ENVATO
- Stan originally frequented Envato Market before he discovered
Elements, which he now calls his “secret to making money.”
- He uses assets both in the promotion of his own business as well
as for his client work.
- When building websites, he gets frustrated when he downloads a
template and can’t make it look like the demo, or there are
compatibility issues.
Professional editing skills

46. Elements author - kenishirotie