Growing and leveraging communities is critical to marketing of all stripes, whether it's a brand selling a product or an advocacy group spreading an idea. Adrenaline helps organizations use speed and science to build and leverage renewable communities. This presentation outlines our process for building renewable communities with concrete examples explaining how to use data and experimentation to achieve growth. Learn more about growing communities and Adrenaline at http://www.adrenalineco.com

1. All organizations need a
community
Brands sell products
Campaigns promote ideas
Non-profits raise money
Publishers distribute content

2. We use speed and science
to grow renewable communities

3. Adrenaline builds renewable
communities online
[re-new-a-ble] relating to a
resource that is never used up
or that can be replaced by
new growth

4. Renewable communities are
critical to the success of all
organizations
✓ Improve return on investment
✓ Increase loyalty and trust
✓ Encourage word of mouth
sharing, grow naturally
✓ There when you need them

5. Adrenaline turns small
communities into big
communities
Brands sell more product
Ideas spread more widely
Non-profits raise more money
Publishers reach more people

6. How do we build
renewable communities?

7. Building communities is
about growth, so that’s what
we focus on.
Our process is proven to
achieve growth and maximize
return on investment.

8. Step 1
Map out your conversion
funnel
We consult with you to
determine each stage of your
signup process.

9. Step 2
Enter baseline data into
model
Capture baseline data for
each stage of the conversion
funnel and input into our
model.

10. Step 3
Generate hypotheses to
increase % at each stage
We determine your key
performance indicators (KPIs)
for each stage and think about
how to improve them.

11. Step 4
Assess potential impacts
Alter the model to explore
potential effects of each
hypothesis and select the best
idea for implementation.

12. Step 5
Execute best idea
We implement the best
hypothesis and measure
results, adjusting the model
accordingly.

13. Step 6
Rinse and repeat
Permanently implement
successful features. Repeat
from Step 2 to continue
improving KPIs.

14. What is a conversion funnel?

15. It’s critical to think about
your organization’s
conversion funnel.
Your website or app isn’t a
storage closet for content, it’s
an engine of growth.

16. Example conversion funnel
LANDING
PAGE
EMAIL
SIGNUP
USE 3+
TIMES
PAID
ACCOUNT
40% 55% 25%

17. STAGE ACTION CONVERSION RATE
Landing page Email signup 40%
Any page on site Time on page > 2
minutes
55%
Paid account signup
page
Paid account signup 25%
Total paid users
signup rate
5.5%
Example conversion funnel
as a spreadsheet

18. How does all of
this work in practice?

19. Example
Non-profit fundraising

20. Example: non-profit fundraising
Someone searches for
news stories about a
humanitarian issue.
They see a contextual
search ad encouraging
them to sign a petition
and click on it.

21. Example: non-profit fundraising
They land on a page
about the issue with a
simple petition form.

22. Example: non-profit fundraising
They are re-directed to a
supporter sign up page
where they are asked for
more information about
themselves.

23. Example: non-profit fundraising
Users are then sent to a
donation form and asked
for a contribution.

24. Our conversion funnel
STAGE ACTION CONVERSION RATE
Advertisement Click on ad 20%
Petition Sign petition 70%
Supporter profile Complete supporter
profile page
25%
One-time donation Donation made 20%
Total donor
acquisition rate
0.7%

25. How could we improve this?
Increase click-through rate on ads
Increase signup rates on each
page
Reduce steps in funnel

26. Our conversion funnel
Higher click-through rate on ads
STAGE ACTION CONVERSION RATE
Advertisement Click on ad 40%
Petition Sign petition 70%
Supporter profile Complete supporter
profile page
25%
One-time donation Donation made 20%
Total donor
acquisition rate
1.4%
Change from baseline: +66.67%

27. Our conversion funnel
Higher sign up rates
STAGE ACTION CONVERSION RATE
Advertisement Click on ad 20%
Petition Sign petition 75%
Supporter profile Complete
supporter profile
page
35%
One-time donation Donation made 20%
Total donor
acquisition rate
1.05%
Change from baseline: +40%

28. Our conversion funnel
Fewer steps in funnel
STAGE ACTION CONVERSION RATE
Advertisement Click on ad 20%
Petition Sign petition 70%
One-time donation Donation made 12.5%
Total donor
acquisition rate
1.75%
Change from baseline: +85.71%

29. Example
Product marketing

30. Example: product marketing
People see an ad in their
Facebook feed for a
consumer product and
click on it.

31. Example: product marketing
The user is sent to a
landing page where they
are asked for an email
and postal code to
receive 10% off their
next purchase.

32. Example: product marketing
Based on their postal
code and the ad
clicked on, the user is
redirected to the page
for a product that
other people like them
have a propensity to
purchase.

33. Example: product marketing
The user clicks on a
product and remains on
the page for 20 seconds
before closing their
browser without making
a purchase.
This activity is recorded
in our database.

34. Example: product marketing
48 hours later the user
automatically receives
an email suggesting
that they purchase the
product they were
looking at with their
10% discount coupon.

35. Example: product marketing
The user clicks
through the email and
completes the
purchase.

36. Our conversion funnel
STAGE ACTION CONVERSION RATE
Advertisement Click on ad 40%
Landing page Email signup 65%
Featured products
page
Click on a product 50%
Product page Purchase made 10%
Email Click-through 10%
Product page Purchase made 75%
Total purchase
conversion rate
1.3% + 1.95% = 3.25%
In this case, our funnel branches off with some users making a
purchase through an email after entering the funnel via an ad.

37. Start growing
your community today