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Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
Converting Free Users to Paid Users - Fowa Miami 2009
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Converting Free Users to Paid Users - Fowa Miami 2009

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Transcript

  • 1. On Converting Free Users to Paid Users Kevin Hale Future of Web Apps · Miami · Feb 23, 2009
  • 2. particletree.com
  • 3. treehousemagazine.com
  • 4. wufoo.com
  • 5. 150,000+ 1.3 million+ 2 million 15 million
  • 6. Individuals, Developers, Designers, Non-Profits, Teachers, Students, Universities, Research, Real Estate, Marketing, Healthcare, Banks, SMBs
  • 7. Why are you here?
  • 8. Freeloaders
  • 9. Overcoming the Power of Zero
  • 10. Interest No Alternative Urgency Convenience Peer Pressure Novelty Status
  • 11. What about software?
  • 12. When copies are free, you need to sell things which cannot be copied.
  • 13. What can’t be copied?
  • 14. Trust
  • 15. Immediacy Personalization Interpretation Authenticity Accessibility Embodiment Patronage Findability
  • 16. Maximizers vs Satisficers
  • 17. Best Price Best Product Best Overall Solution
  • 18. Excercise 1
  • 19. Immediacy Personalization Interpretation Authenticity Accessibility Embodiment Patronage Findability
  • 20. You make what you measure.
  • 21. Point Point
  • 22. End Start
  • 23. Count
  • 24. Log = Action + Timestamp
  • 25. Action Timestamp Referrer IP Address Cookie / Session Server Data Client Data
  • 26. Views Clicks Submits Keystrokes
  • 27. Positive / Negative Likert Scale Ratings Multiple Choice Open Feedback
  • 28. The Ultimate Question
  • 29. Tools
  • 30. google.com/analytics/
  • 31. web.analytics.yahoo.com
  • 32. omniture.com
  • 33. haveamint.com
  • 34. crazyegg.com
  • 35. clicktale.com
  • 36. wufoo.com
  • 37. surveymonkey.com
  • 38. formassembly.com
  • 39. dabbledb.com
  • 40. google.com/talk/ service/badge/New
  • 41. Excercise 2
  • 42. Your Economic Engine
  • 43. Benchmarks
  • 44. Web App Autopsy SXSW 2007
  • 45. PHP 6 months to launch Launched : July 2006 3 Employees
  • 46. Ruby on Rails 3 months to launch Launched : July 2005 6 Employees
  • 47. Java 5 months to launch Launched : February 2004 ~30 Employees
  • 48. regonline .NET 3 years to launch Launched : 1996 50 Employees
  • 49. Conversion per 100 Visits Free Paid 7.00% 1.00% 11.00% 1.00% 8.00% N/A regonline 1.52% 1.14%
  • 50. Shareware 0.5%
  • 51. Dropsend 1% - 2%
  • 52. Casual Download Games 2%
  • 53. Other Freemium Services Range from 1.5% to 5% Average Overall less than 3%
  • 54. Ning 3%
  • 55. Flickr 5-10%
  • 56. AdultFriendFinder 10% - 22%
  • 57. Habbo : 10% of players Club Penguin : 25% of uniques Runescape : 16.6% of uniques Puzzle Pirates : 22% of players
  • 58. Top 10
  • 59. TurboTax Online 70%
  • 60. Things to Keep in Mind
  • 61. Seasonal Effects
  • 62. Best Worst Mar Dec Jan Dec Jan/Feb Dec regonline Sept Dec
  • 63. Early Adopter Frugal Factor
  • 64. 7,000 invitations sent to potential Beta Testers. Only 3,500 created an account. Only 50 of them became customers (and we o ered them half o ).
  • 65. Moving the Needle
  • 66. The Funnel
  • 67. Reduce Friction
  • 68. Number of Steps
  • 69. Label Placement
  • 70. Multiple Columns
  • 71. Excercise 3
  • 72. Increase Awareness
  • 73. Excercise 4
  • 74. On Promotion Codes
  • 75. Successful Changes
  • 76. regonline Powered By Logo 339% increase in click through Video Spokesperson 11% increase in registrations Why Register Online? 6% increase in registrations
  • 77. Customer Lifetime Value
  • 78. Customer Referral Value
  • 79. The Original
  • 80. The Winner
  • 81. Excercise 5
  • 82. Off the Funnel
  • 83. Best Price Best Product Best Overall Solution
  • 84. Relationships as a Metaphor
  • 85. Intimacy Passion Commitment
  • 86. Nonlove Liking Infatuated love Empty love Romantic love Companionate love Fatuous love Consumate Love
  • 87. Intimacy Passion Commitment
  • 88. Existing Users :: Marriage
  • 89. Dr. John Gottman
  • 90. Everyone fights.
  • 91. Money Cost / Billing Kids Users’ Users Sex Performance Time Roadmap Others Others
  • 92. How it’s done.
  • 93. When Things Go Wrong
  • 94. Enlightened Hospitality
  • 95. Importance of Fun
  • 96. Keeping the Romance Alive
  • 97. Bibliography
  • 98. Questions?
  • 99. Thanks!

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