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!

1. A juggernaut, in current
English usage, is a
literal or metaphorical
force regarded as
mercilessly destructive
and unstoppable.
Onboard like a
Juggernaut

2. ”I started
Conversionista”
John Ekman
2

4. We need a redesign.
By Monday.
That’d be great.

5. Are you looking in the
right direction?

6. 6
SaaS customer lifecycle model
Acquisition
Visitor
Registered
Prospect
Active
User
Paying
Customer
Staying
Customer
Returning
Customer
Churned Customer
Referred Prospects

7. Step 1
Get them to try = register

11. 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:

12. 12
So, we’re now getting this

13. 13
The
Brief

14. 14
What
they
came
back
with Konvertering - Gör besökare till kunder
Hur vill du förbättra din konvertering?

15. 15
Can you spot the errors?
“We think people know you
can scroll these days”

16. 16
One of Sweden’s
biggest online stores

17. 17
How are we doing
ourselves?
77%
40%
34%
Bounce rate 50%

18. 18
Can you spot the errors?
“We think people know you
can scroll these days”

19. 19

20. 20

21. What goes “above
the fold”?
Which by the way doen’t exist

22. 22
Case

23. 23
“Here’s how it works”

24. 24
Put it above the fold

25. 25
The results

26. 26
So, we’re now getting this

27. 27
The wrong conclusion
“Since there is no fold no
more - I, lazy designer, do
not have to worry about
this scroll stuff anymore.”

28. 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?)”

29. People will act on
“Expected design
patterns”

30. 30
The F pattern

31. 31
Remember
this?

32. 32
The F pattern

33. 33

34. 34

35. Why “the fold is a
myth” is a myth
John Ekman
35
My next blog post

36. What if?
The video hero shot is
the new carousel!!!!

38. 38

39. 39
The results

40. 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”

41. Step 2
Get them to use the damn thing
= Activation

42. 42
The biggest
problem of
them all

43. 43

44. 44
Ok we got a new user, let’s……
Hit him in the
head with our
newsletter!

45. 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

46. 46
Climb up the ladder
Newsletter
Sit on frog’s *ss
Activation series of email*

47. 47

48. 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

49. 49
David
Darmanin
of Hotjar

50. 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

51. 51

52. 52
Other Good stuff

53. 53
Climb up the ladder
Newsletter
Sit on frog’s *ss
Activation series of email*
Targeted Activation series

54. 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

55. 55
9 key features/activities
=
9 emails

56. 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

57. 57
As I’m going to bed this shit happens
Lincoln Murphy

58. 58
Climb up the ladder
Newsletter
Sit on frog’s *ss
Activation series of email*
Targeted Activation series
Triggered
Triggered

59. 59
Event based
personalisation
using Mixpanel
> 10 minutes
turkish Channels

60. Ok, they’re now
active users.
Let’s see if we can
get paid.

61. When should we
ask for the credit
card?

62. 62
The data
Neil Patel: How to market to customers when the free trial is over

63. 63

64. 64
The biggest
problem of
them all

65. 65
Somewhere on the kiss metrics blog
?
Start trial Start free trial+20%
0%

66. 66
Moving your bottlenecks
Registered PayingActive Staying

67. Cohort Analysis
Whoaahh!!!

68. 68

69. Predictive Analytics
Whoaahh!!!

70. 70

71. 71
Mathem
Being able to determine high value
customer with 90% accuracy.
On first purchase.

72. Case - Spotify Premium

73. 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

74. 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”!

75. 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

76. The result
76
Original
“We only use this to verify…”
Blame the record companies
“In case you decide to stay…”

77. Last step
Please don’t leave me now!

78. CASE
Spotify Cancellation

79. 79
Original

80. 80
Variation

81. 81
Switch to
free?

82. 82
Trying to
save money

83. 83
The final push

84. 84
The results

85. 85
SUMMARY

86. 86

87. 87

88. 88

89. 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

90. conversionjam.se
Stockholm september 1st

91. 91
Neil Patel,
KissMetrics, Crazyegg
Peep Oli André
Sofia Quintero
Geckoboard
Sandy Hathaway
Avari

92. john@conversionista.se
www.conversionista.se
@conversionista
taCk! Always Be Converting!