User flow: adding the numbers

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User flow: adding the numbers

  1. 1. User flow: adding the numbers Mariam Cook @MariamCook £$€
  2. 2. Summary <ul><li>Determine numbers throughout user flow </li></ul><ul><li>Determine revenue streams in relation to users </li></ul><ul><li>Identify revenue in relation to keywords / products </li></ul><ul><li>Consider other valuable community actions </li></ul><ul><li>Consider all valuable behaviour per keyword </li></ul><ul><li>Optimise resource allocation, content, campaigns </li></ul><ul><li>Forecast users, members, revenue, profit </li></ul>
  3. 3. Website User Flow AWARENESS VISIT REPEAT VISIT MEMBER ACTIVE MEMBER Advertising / partners Member referrals / word of mouth Integrated Marcoms / social media Natural search Positioning of ad/link Strength of message Brand proposition - suitability Rapid updates to relevant, compelling content Good user experience Reasons to register Participate without sign-up Display enhanced status Ease of registration Diverse ways to participate Promotions / special offers Encourage / reward positive community culture More platform dependent Less platform dependent
  4. 4. Website User Flow / Revenue Sources Diverse ways to participate Selling in bulk to organisations / companies for their staff VISIT REPEAT VISIT MEMBER ACTIVE MEMBER PREMIUM MEMBER PAYING USER USER REVENUE Positioning of ad/link Appealing message / headline Brand reputation Relevant / compelling content Good user experience Reasons to register Participate without sign-up Display enhanced status Ease of registration Promotions / special offers Encourage / reward activity Valuable, diverse & personalised benefits Products and services people want Tell them why: buy via us to keep us going £$€ Advertising, affiliates, sponsorship £$€ Premium membership £$€ Payment for products and services Strong group ties Low commitment options / low cost trial periods Earn status / added benefits for helping the site WAYS TO ACHIEVE
  5. 5. Put in the numbers* VISIT REPEAT VISIT MEMBER ACTIVE MEMBER £$€ Advertising, affiliates, sponsorship PREMIUM MEMBER PAYING USER £$€ Premium membership £$€ Payment for products and services USER NUMBERS REVENUE PER YEAR 50,000 25,000 35,000 10,000 1,000 1,000 £150,000 £20,000 £90,000 *THESE NUMBERS ARE TOTALLY FICTIONAL
  6. 6. Study conversion, costs, revenue <ul><li>User conversion: </li></ul><ul><ul><li>Visitor to member </li></ul></ul><ul><ul><li>Member to active member </li></ul></ul><ul><ul><li>Member to premium member </li></ul></ul><ul><ul><li>Visitor to premium member </li></ul></ul><ul><ul><li>Visitor to paying user </li></ul></ul><ul><li>Revenue: </li></ul><ul><ul><li>Average advertising / sponsorship revenue per user </li></ul></ul><ul><ul><li>Average revenue per premium member </li></ul></ul><ul><ul><li>Average revenue per paying user </li></ul></ul><ul><ul><li>Overall average revenue per user </li></ul></ul><ul><li>Costs: </li></ul><ul><ul><li>Per referral </li></ul></ul><ul><ul><li>Per premium member </li></ul></ul>
  7. 7. Add conversions, calculate averages VISIT REPEAT VISIT MEMBER ACTIVE MEMBER £150,000 Advertising, affiliates, sponsorship PREMIUM MEMBER PAYING USER £20,000 Premium membership £90,000 Payment for products and services USER NUMBERS REVENUE PER YEAR 50,000 25,000 35,000 10,000 1,000 1,000 AVERAGE REVENUE PER USER £1.37 £20 £90 CONVERSION: VISITORS 50% 70% 20% 2% 2% £260,000 £5.20 *THESE NUMBERS ARE TOTALLY FICTIONAL
  8. 8. Track, prioritise, forecast: revenue streams Premium membership Advertising, affiliates, sponsorship Payment for products and services
  9. 9. Study keywords <ul><li>Most content is organised by subject areas / categories / keywords </li></ul><ul><li>But how do they relate to membership, premium membership and other valuable actions? </li></ul><ul><li>Choose where to optimise: adapt / build on / remove weak areas or capitalise on strong </li></ul>
  10. 10. Determine value per keyword VISIT REPEAT VISIT MEMBER ACTIVE MEMBER £1,000 Advertising, affiliates, sponsorship PREMIUM MEMBER PAYING USER £500 Premium membership 5,000 Payment for products and services USER NUMBERS REVENUE PER YEAR 50,000 5,000 50 0 50 50 AVERAGE REVENUE PER USER £1.37 £1 £1.50 CONVERSION: skiing 10% 1% 0% 1% 1% £15,500 £3.87 *THESE NUMBERS ARE TOTALLY FICTIONAL
  11. 11. Track, prioritise, forecast: content, products Golf Football Skiing
  12. 12. Don’t neglect other types of value <ul><li>Participation </li></ul><ul><li>Content creation </li></ul><ul><li>Content sharing </li></ul><ul><li>Spreading the word </li></ul><ul><li>Recommending to friends </li></ul>
  13. 13. Share our content Loyalty / action Blog / report / off-site Participate on-site Recommend us Aware / reads elsewhere Visitor Repeat visitor Registered user Aware / reads on our social presence S = Socially valuable C = Valuable content R = Valuable for reach R S C Users in relation to valuable actions R R C
  14. 14. Track value by keyword Golf Skiing 45% 30% 10% 25% 5% 30% 5% 20% Content creation Other socially valuable actions Financial value Reach KEY
  15. 15. Summary <ul><li>Determine numbers throughout user flow </li></ul><ul><li>Determine revenue streams in relation to users </li></ul><ul><li>Identify revenue in relation to keywords / products </li></ul><ul><li>Consider other valuable community actions </li></ul><ul><li>Consider all valuable behaviour per keyword </li></ul><ul><li>Optimise resource allocation, content, campaigns </li></ul><ul><li>Forecast users, members, revenue, profit </li></ul>

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