See Whether or Not Your Business Improves Over
Time with Cohorts
Lars Lofgren
Growth Manager - October 2013
@larslofgren
What Is a Cohort?1
The 4 Cohort Reports I Use2
2 Cohort Reports for Ecommerce3
We’ll cover...
WARNING: This webinar is heavy on data
Soooo... what’s a cohort?
Monthly conversion rates only tell us so much
Cohorts keep users separated
Definitive answers on how you’re improving
The Core Features of a Cohort Report
Pick your time buckets.
Track events once or every time.
Visited -> Signup, track the signup
event once in the month in happens.
1
Signup -> Login...
Segment by time or by property.
The option to use cumulative conversion rates.
The 4 Cohort Reports I Use
1. Visit -> Signup
Cumulative Visit -> Signup
What to look for:
Are your acquisition projects
improving signups with each new
batch of visitors?
Visit -> Signup Settings
2. Signup -> Billed
What to look for:
Are activation and upgrade projects
increasing conversions with each
new batch of users?
Signup -> Billed Settings
3. Monthly Engagement After Signup
What to look for:
Is engagement increasing or
decreasing the longer users have
an account?
Monthly Engagement After Signup Settings
4. Cancellation by Subscription Plan
What to look for:
Which plans cancel the most and
how long does it take them?
Cancellation by Subscription Plan Settings
Ecommerce Cohort Reports
1. Visit -> Purchase
What to look for:
Is your conversion rate improving
with new batches of customers?
Visit -> Purchase Settings
2. Purchase -> Repurchase by Product Category
Are there products that lead to more
repeat purchases?
1
Are there products that don’t bring
you loyal customers?
2
What t...
Purchase -> Repurchase Settings
Who would like to use these cohort reports?
Type “demo” into the question box
Q&ATime!
Lars Lofgren
llofgren@kissmetrics.com
@larslofgren
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See Whether or Not Your Business Improves Over Time With Cohorts

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1. See Whether or Not Your Business Improves Over Time with Cohorts Lars Lofgren Growth Manager - October 2013
2. @larslofgren
3. What Is a Cohort?1 The 4 Cohort Reports I Use2 2 Cohort Reports for Ecommerce3 We’ll cover...
4. WARNING: This webinar is heavy on data
5. Soooo... what’s a cohort?
6. Monthly conversion rates only tell us so much
7. Cohorts keep users separated
8. Definitive answers on how you’re improving
9. The Core Features of a Cohort Report
10. Pick your time buckets.
11. Track events once or every time. Visited -> Signup, track the signup event once in the month in happens. 1 Signup -> Login, track login every month that it happens. 2
12. Segment by time or by property.
13. The option to use cumulative conversion rates.
14. The 4 Cohort Reports I Use
15. 1. Visit -> Signup
16. Cumulative Visit -> Signup
17. What to look for: Are your acquisition projects improving signups with each new batch of visitors?
18. Visit -> Signup Settings
19. 2. Signup -> Billed
20. What to look for: Are activation and upgrade projects increasing conversions with each new batch of users?
21. Signup -> Billed Settings
22. 3. Monthly Engagement After Signup
23. What to look for: Is engagement increasing or decreasing the longer users have an account?
24. Monthly Engagement After Signup Settings
25. 4. Cancellation by Subscription Plan
26. What to look for: Which plans cancel the most and how long does it take them?
27. Cancellation by Subscription Plan Settings
28. Ecommerce Cohort Reports
29. 1. Visit -> Purchase
30. What to look for: Is your conversion rate improving with new batches of customers?
31. Visit -> Purchase Settings
32. 2. Purchase -> Repurchase by Product Category
33. Are there products that lead to more repeat purchases? 1 Are there products that don’t bring you loyal customers? 2 What to look for:
34. Purchase -> Repurchase Settings
35. Who would like to use these cohort reports?
36. Type “demo” into the question box

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See Whether or Not Your Business Improves Over Time With Cohorts

  1. 1. See Whether or Not Your Business Improves Over Time with Cohorts Lars Lofgren Growth Manager - October 2013
  2. 2. @larslofgren
  3. 3. What Is a Cohort?1 The 4 Cohort Reports I Use2 2 Cohort Reports for Ecommerce3 We’ll cover...
  4. 4. WARNING: This webinar is heavy on data
  5. 5. Soooo... what’s a cohort?
  6. 6. Monthly conversion rates only tell us so much
  7. 7. Cohorts keep users separated
  8. 8. Definitive answers on how you’re improving
  9. 9. The Core Features of a Cohort Report
  10. 10. Pick your time buckets.
  11. 11. Track events once or every time. Visited -> Signup, track the signup event once in the month in happens. 1 Signup -> Login, track login every month that it happens. 2
  12. 12. Segment by time or by property.
  13. 13. The option to use cumulative conversion rates.
  14. 14. The 4 Cohort Reports I Use
  15. 15. 1. Visit -> Signup
  16. 16. Cumulative Visit -> Signup
  17. 17. What to look for: Are your acquisition projects improving signups with each new batch of visitors?
  18. 18. Visit -> Signup Settings
  19. 19. 2. Signup -> Billed
  20. 20. What to look for: Are activation and upgrade projects increasing conversions with each new batch of users?
  21. 21. Signup -> Billed Settings
  22. 22. 3. Monthly Engagement After Signup
  23. 23. What to look for: Is engagement increasing or decreasing the longer users have an account?
  24. 24. Monthly Engagement After Signup Settings
  25. 25. 4. Cancellation by Subscription Plan
  26. 26. What to look for: Which plans cancel the most and how long does it take them?
  27. 27. Cancellation by Subscription Plan Settings
  28. 28. Ecommerce Cohort Reports
  29. 29. 1. Visit -> Purchase
  30. 30. What to look for: Is your conversion rate improving with new batches of customers?
  31. 31. Visit -> Purchase Settings
  32. 32. 2. Purchase -> Repurchase by Product Category
  33. 33. Are there products that lead to more repeat purchases? 1 Are there products that don’t bring you loyal customers? 2 What to look for:
  34. 34. Purchase -> Repurchase Settings
  35. 35. Who would like to use these cohort reports?
  36. 36. Type “demo” into the question box
  37. 37. Q&ATime! Lars Lofgren llofgren@kissmetrics.com @larslofgren
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