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How to Build a Funnel that Will Grow Your Subscription Business the Fastest

by Presenter at KISSmetrics.com on Jun 28, 2012

  • 4,389 views

• 3. We’ll cover...1 What is activation?2 4 levers for industry domination3 Common pitfalls of testing ...

• 3. We’ll cover...1 What is activation?2 4 levers for industry domination3 Common pitfalls of testing
• 4. WHAT ISActivation?
• 5. Your SaaS funnel
• 6. Are people using your product? Not only do people need to create an account, they need to start using your product.
• 7. No value = no sale
• 8. How to define activation Activation = the critical step people need to take in order to get value from your product
• 9. Facebook Activation
• 10. Evernote Activation
• 11. Instagram Activation
• 12. Basecamp Activation
• 13. Make sure to track activation It’s the most important part of your funnel and everyone forgets it.
• 14. FUNNELLevers
• 15. What’s a lever? A change to the funnel that helps you maximize users or revenue.
• 16. Lever #1 Free Trials
• 17. Trial Funnel Visited Site Trial Sign Up Activated Upgraded
• 18. Basecamp Free trial
• 19. On-ramp program is critical You have a limited number of days to make the sale. Don’t waste them.
• 20. What’s your on-ramp program? The new user experience (NUX) should be completely different than your regular program.
• 21. Shopify NUX
• 22. 14, 30, or 45 day trial?
• 23. Replacing the free trial Try replacing your free trial with a 30- day money back guarantee.
• 24. Lever #2 Freemium
• 25. Freemium Funnel Visited Site Free Sign Up Activated Upgraded
• 26. Looking for user growth? Freemium is where you want to be.
• 27. What do you limit? There’s a balance between offering enough so people sign up but not offering too much so they never upgrade.
• 28. Common Freemium Limits1 Dropbox = 2 GB of Storage2 Evernote = 60 MB of Uploads3 MailChimp = 2,000 Email Subscribers
• 29. MailChimp Freemium
• 30. Freemium users take forever to upgrade Very difficult to track changing behavior over time with a long-term funnel.
• 31. Cohort reports help a lot with freemium
• 32. Lever #3 UP-FRONTCredit Cards?
• 33. When do you collect credit card info? At account creation or at upgrade?
• 34. Credit cards up front Fewer people will create an account but a LOT more will upgrade (especially if the upgrade is opt-out).
• 35. Credit cards at upgrade Much easier to get people to create an account, much harder to get them to upgrade.
• 36. AWeber $1 Trial
• 37. Maximizing users or revenue?
• 38. Lever #4 MONTHLY OR ANNUAL Billing
• 39. Users or revenue?
• 40. CrazyEgg used to be monthly
• 41. Your Funnel Levers
• 42. Test different levers for most growth
• 43. COMMONPitfalls
• 44. WHAT TO FOCUS ON First?
• 45. Look for bottlenecks in your funnel
• 46. Very few people go from Activation to Upgrade
• 47. Use levers to fix bottlenecks
• 48. ARE YOU ONLY TESTING THE Funnel?
• 49. Variation B performs the best in this funnel
• 50. Variation A gives the most revenue
• 51. SHOULD WE TESTRandomly?
• 52. Why did you get your results?
• 53. Do you have qualitative data?
• 54. Where do we get qualitative data? Talk to your customers.

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  • midschro midschro Could you please post this as a PDF or a .pptx. I believe that this presentation may have been uploaded as a keynote file because the extension is .key . As such I cannot download it on a Microsoft platform. 1 year ago
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How to Build a Funnel that Will Grow Your Subscription Business the Fastest How to Build a Funnel that Will Grow Your Subscription Business the Fastest Presentation Transcript