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Growing Your User Base

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Building a user base in the digital space can be tough. While no single platform or strategy can work for all business types, there are some simple models and frameworks you can leverage to engage, …

Building a user base in the digital space can be tough. While no single platform or strategy can work for all business types, there are some simple models and frameworks you can leverage to engage, attract, activate and retain users. Learn the methods and tactics to drive serious user growth.

Published in: Technology, Business

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  • 1. S C O T T E B A L E S . C O M Y O U R U S E R B A S E G R O W I N G T H E S E C R E T S T O B U I L D I N G H I G H P E R F O R M A N C E C O N V E R S I O N F U N N E L S
  • 2. O B J E C T I V E S understand key terms successful metrics models building conversion funnels measuring productivity generating traffic key tools
  • 3. Acquisition Getting People to come to your site Activation Getting people to sign up for anything that could lead to a repeat visit Retention Getting users to become active Referral Getting Users to ‘spread the word’ about your site Revenue Monetizing active users T E R M I N O L O G Y
  • 4. M E T R I C S M O D E L @davemcclure 
  • 5. @sgblank  F U N N E L S
  • 6. Category User State Conv % Est. Value Acquisition Visit Site (or landing page, or external widget) 100% $0.01 Acquisition Doesn't Abandon (views 2+ pages, stays 10+ sec, 2+ clicks) 70% $0.05 Activation Happy 1stVisit (views X pages, staysY sec, Z clicks) 30% $0.25 Activation Email/Blog/RSS/Widget Signup (anything that could lead to repeat visit) 5% $1 Activation Acct Signup (includes profile data) 2% $3 Retention Email Open / RSS view -> Clickthru 3% $2 Retention RepeatVisitor (3+ visits in first 30 days) 2% $5 Referral Refer 1+ users who visit site 2% $3 Referral Refer 1+ users who activate 1% $10 Revenue User generates minimum revenue 2% $5 Revenue User generates break-even revenue 1% $25 M E A S U R E E N G A G E M E N T @davemcclure 
  • 7. Experiment 1: 3% Experiment 2: 3.2% ! Experiment 1: 3% Experiment 2: 6% M E A S U R E P R O D U C T I V I T Y
  • 8. Traffic Acquisition Activation Retention Referral Revenue 21515 60 100 M E A S U R E C O N V E R S I O N
  • 9. I N P R A C T I C E
  • 10. Viral / Referral Search  engine  marketing  (SEM) Email blasts Facebook  posts  /  ads Twitter  posts  /  ads Surveys, Quora, Reddit, LinkedIn, etc. Tele-Marketing Blogs / Bloggers Get Creative Interviews …Get  creative   C R E AT I N G T R A F F I C
  • 11. C A S E S T U D Y @lean
  • 12. STOP adding features Find the ONE THING users LOVE How? TAKE SHIT AWAY When they SCREAM, you’ve found it Then bring it back… only better Tip: Kill a Feature EVERY WEEK R E T E N T I O N
  • 13. T O O L S
  • 14. m o b i l e i s m o re t h a n t e c h n o l o g y T H E F U T U R E I S M O B I L E b i t . l y / m o b i l e re a d y b o o k
  • 15. GROW ING YOUR USER BASE s c o t t e b a l e s . c o m / f e e d b a c k