Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Startup #7 : how to get customers

837 views

Published on

Startup #7 : how to get customers

Published in: Software
  • Be the first to comment

Startup #7 : how to get customers

  1. 1. How to get customers
  2. 2. 1. Such a long journey
  3. 3. Most startups don't fail because they can't build a product. Most startups fail because they can't get traction. Gabriel Weinberg & Justin Mares The goal
  4. 4. Traction ? Quantitative evidence of market demand. Naval Ravikant
  5. 5. Purchase funnel ? The purchase funnel, or purchasing funnel, is a consumer focused marketing model which illustrates the theoretical customer journey towards the purchase of a product or service. en.wikipedia.org
  6. 6. The old customer journey Source : http://www.tcs.com/resources/white_papers/Pages/Unified-View-Customer-Experience.aspx
  7. 7. The New Customer Journey Source : http://www.tcs.com/resources/white_papers/Pages/Unified-View-Customer-Experience.aspx
  8. 8. The AARRR framework by Dave McClure Acquisition Activation Retention Referral Revenue
  9. 9. How to implement AARRR Metrics?
  10. 10. 2. Acquisition
  11. 11. 2.1 Methodology
  12. 12. Acquisition ? Acquisition is the first contact point with a customer and your product or website. http://blog.trak.io
  13. 13. Drive traffic to your site. The goal
  14. 14. CAC < LTV The rule
  15. 15. CAC ? Customer Acquisition Cost is the cost associated in convincing a customer to buy a product/service.This cost is incurred by the organization to convince a potential customer. https://en.wikipedia.org
  16. 16. LTV ? In marketing, user lifetime value (LTV) is a prediction of the net profit attributed to the entire future relationship with a customer. https://en.wikipedia.org
  17. 17. Channels ? A company can deliver its value proposition to its targeted customers through different channels. Effective channels will distribute a company’s value proposition in ways that are fast, efficient and cost effective. https://en.wikipedia.org
  18. 18. What is the best channel for your startup ? The question
  19. 19. The Bullseye Framework by Gabriel Weinberg & Justin Mares Brainstorm Rank Prioritize Test Focusing
  20. 20. 2.2 Channels
  21. 21. 2.2.2 Search Engine Marketing
  22. 22. What ? Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages through advertising. en.wikipedia.org
  23. 23. Example
  24. 24. Terminology (1) The click-through rate (CTR) is the number of times a click is made on the advertisement divided by the total impressions en.wikipedia.org For example, if you received 7 clicks out of 1000 ad views, your ad CTR would be .7% support.google.com
  25. 25. Terminology (2) Pay per click (PPC), also called cost per click, is an internet advertising model used to direct traffic to websites, in which advertisers pay the publisher when the ad is clicked. en.wikipedia.org
  26. 26. Terminology (3) Cost per acquisition (CPA) is a measure of the costs associated with acquiring a new customer. en.wikipedia.org For example, if one spends 100€ on a campaign and gets 10 “acquisitions” this would give a cost per acquisition of 10€. en.wikipedia.org
  27. 27. Long-tail Source : http://www.smallbusinessonlinecoach.com/blog/tips/why-long-tail-search-engine-optimization-is-essential-to-small-business-seo-success/
  28. 28. Tools
  29. 29. 2.2.3 Social & Display Ads
  30. 30. Display advertising ? Display advertising is a type of advertising that is located on websites. It can be seen in a wide range of different formats and contains items such as texts, images, flash, video and audio. en.wikipedia.org
  31. 31. Display advertising : example
  32. 32. Display advertising : Tools
  33. 33. Social advertising ? Social advertising is advertising that relies on social information or networks in generating, targeting, and delivering marketing communications. en.wikipedia.org
  34. 34. Social advertising : example
  35. 35. Social advertising : networks
  36. 36. 2.2.4 Search Engine Optimization
  37. 37. What ? Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine's unpaid results - often referred to as "natural," "organic," or "earned" results. en.wikipedia.org
  38. 38. Fat-head VS Long-Tail
  39. 39. Tactics Niche content Automation Link building
  40. 40. Tools
  41. 41. Black Hat SEO
  42. 42. 2.2.5 Content marketing
  43. 43. What ? Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action. http://contentmarketinginstitute.com
  44. 44. The content marketing model Create Promote Convert
  45. 45. What content ? Blogs Videos User-generated content Curation and Crowd-Sourcing
  46. 46. 2.2.6 Email marketing
  47. 47. What ? Email marketing is directly marketing a commercial message to a group of people using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. https://en.wikipedia.org
  48. 48. Types of emails Transactional Transactional emails are usually triggered based on a customer’s action with a company. Newsletter Direct email or interruption based marketing involves sending an email solely to communicate a promotional message.
  49. 49. Spam ? Source : Return Path 1995: 95% of email = legitimate 2015: 70% of email = spam
  50. 50. Deliverability (1) Email deliverability measures the ability to deliver email messages in recipients’ inboxes for email marketing campaigns and to avoid messages being lost, blocked or driven to the spam folder. http://digitalmarketing-glossary.com
  51. 51. Deliverability (2) Example : Mailjet
  52. 52. How to Find Emails Quickly ? Ask nicely Scrapers Buy listX
  53. 53. Tools
  54. 54. 2.2.7 Influencer marketing
  55. 55. What ? Influencer marketing, is a form of marketing that has emerged from a variety of recent practices and studies, in which focus is placed on specific key individuals rather than the target market as a whole. It identifies the individuals that have influence over potential buyers, and orients marketing activities around these influencers. https://en.wikipedia.org
  56. 56. How to find social influencers ? http://traackr.com https://followerwonk.com https://klout.com
  57. 57. Examples Betty Autier Tim Feriss Manuel Dorne
  58. 58. How to engage with influencers ? VIP Access Sponsoring Link-sharing communitiesY
  59. 59. 2.2.8 Affiliate marketing
  60. 60. What ? Affiliate marketing is a type of performance-based marketing in which a business rewards one or more affiliates for each visitor or customer brought by the affiliate's own marketing efforts. https://en.wikipedia.org
  61. 61. How ? Source : http://www.conseilsmarketing.com
  62. 62. Affiliate programs Retail Information product Lead generation
  63. 63. 2.2.9 Existing Platforms
  64. 64. What ? Existing platforms are websites, apps or networks with huge numbers of users that you can potentially leverage to get traction. Gabriel Weinberg & Justin Mares
  65. 65. Strategies Build-early Multiple app Newer platforms
  66. 66. Examples Social platforms App stores Marketplaces
  67. 67. 2.2.10 Community building
  68. 68. What ? Community building is a field of practices directed toward the creation or enhancement of community among individuals within a regional area or with a common interest. https://en.wikipedia.org
  69. 69. Process Source : http://www.zdnet.com/blog/hinchcliffe/
  70. 70. The Trust Framework by BlaBlaCar (1) D.R.E.A.M.S.Source : http://www.betrustman.com
  71. 71. The Trust Framework by BlaBlaCar (2) DECLARED RATED ENGAGED ACTIVITY MODERATED SOCIAL Lisa M 26 y.o. D.R.E.A.M.S.The Trust Framework by( Source : http://www.betrustman.com
  72. 72. Examples Evangelists Events Mission driven Public & personal interest
  73. 73. 3. Customer Activation
  74. 74. Activation ? Activation is when visitors do what you’ve decided beforehand they should do, when they take an action which furthers your goals. Oussama Ammar
  75. 75. Examples Get their email address Get them to create an account Get them to read something Get them to comment on something Get them to share something Get them to buy something Get them to fill out something Get them to watch something Get them to interact with someone Oussama Ammar
  76. 76. Aha! moment Growth teams have learned to identify leading indicators of whether a user will turn into an engaged user later on – often known as the “Aha! moment”. It’s called this because this is the moment a user gets what your product is really about and why it’s valuable to them. http://www.growhack.com
  77. 77. Examples Follow 30 other people Reaching 7 friends in 10 days Day 1 retention Put at least one file in one Dropbox folder
  78. 78. 3.1 Coming soon page
  79. 79. Before launch ? The best thing to do is create a simple “Coming soon” page to notify visitors of what will eventually be there. Good “Coming soon” pages come in two basic varieties: the informational design, which simply tells visitors what will be there after launch; and the page that invites early visitors to sign up for updates or even to request a beta invitation. http://www.smashingmagazine.com
  80. 80. Tools
  81. 81. 3.2 Homepage VS Landing page
  82. 82. Homepage ? A home page or index page is the initial or main web page of a website. en.wikipedia.org
  83. 83. Homepage ? Example : Dropbox
  84. 84. Landing page ? In online marketing, a landing page is a single web page that appears in response to clicking on a search engine optimized search result or an online advertisement.The landing page will usually display directed sales copy that is a logical extension of the advertisement, search result or link. en.wikipedia.org
  85. 85. Landing page ? Example : Dropbox
  86. 86. Squeeze page ? A squeeze page is a single web page with the sole purpose of capturing information for follow-up marketing; that means NO exit hyperlinks. Quality squeeze pages use success stories that the prospect would relate to when making a buying decision. en.wikipedia.org
  87. 87. Squeeze page ? Example : Uber
  88. 88. Call to action ? In web design, a Call to action (CTA) is a banner, button, or some type of graphic or text on a website meant to prompt a user to click it and continue down a conversion funnel. en.wikipedia.org
  89. 89. Tools for Building Landing Pages
  90. 90. Tools for landing page optimization
  91. 91. 3.2.1 How to Make Great Landing Pages
  92. 92. An awesome headline Example : https://www.oculus.com/en-us/rift/
  93. 93. Clear value proposition. Example : https://www.ily.co/
  94. 94. Big images are a no brainer! Example : http://www.apple.com/watch/
  95. 95. Credibility Example : https://www.triip.me/
  96. 96. No access without signup Example : https://www.quora.com
  97. 97. Relevant fill-up form Example : https://slack.com/
  98. 98. Fewer choices, more conversions. Example : https://www.hoteltonight.com
  99. 99. Inspiration http://lapa.ninja http://land-book.com https://www.instapage.com/2015/02/17/landing-page-trends-in-2015/ http://www.pixelatingbits.com/10-amazing-landing-page-designs-for-inspiration/
  100. 100. 3.3 Onboarding
  101. 101. Onboarding ? The experience a customer has when they become oriented to a product or service. Henken Bean
  102. 102. « When you get it right, what happens is the boundary between trying out a product and using it disappears. » Ben Chow
  103. 103. Onboarding phases Decide - Purchase or commit Get - Self-install or pro-install Start - First time use Use - Ongoing use Source : http://fr.slideshare.net/henkenbean/principles-of-onboarding
  104. 104. Manufacturing desire But how do companies create the internal triggers needed to form habits? The answer: they manufacture desire. Startups manufacture desire by guiding users through a series of experiences designed to create habits. I call these experiences “desire engines,” and the more often users run through them, the more likely they are to self-trigger. Nir Eyal
  105. 105. 3.3.1 Best practices for user onboarding
  106. 106. Front load your user experience Example : Quora
  107. 107. Simplify login : Social login Example : Quora
  108. 108. Simplify login : Embedded form Example : Slack
  109. 109. Tutorial Example : Pinterest
  110. 110. Scaffolding Example : OkCupid
  111. 111. Show by example. Example : Snapchat
  112. 112. Clear path Example : Periscope
  113. 113. Gamification Example : https://www.oculus.com/en-us/rift/
  114. 114. Make it hard to do wrong (1) Example : https://www.useronboard.com/how-twitter-onboards-new-users/
  115. 115. Make it hard to do wrong (2) Example : http://uxarchive.com/tasks/creating
  116. 116. Early value Example : https://www.oculus.com/en-us/rift/
  117. 117. Inspiration https://www.useronboard.com/onboarding-teardowns/ http://uxarchive.com/tasks/onboarding https://fr.pinterest.com/marcuscoghlan/ui-patterns-onboarding/
  118. 118. 3.3.2 Example : Buffer
  119. 119. Home page
  120. 120. Complete signup
  121. 121. Schedule a Tweet
  122. 122. 4. Retention is King
  123. 123. Retention ? By retention, I mean the process in which you convert new users who don’t care about your site into recurring users that are loyal and continually drive pageviews. Andrew Chen
  124. 124. The leaky bucket theory I think of websites as "leaky buckets" where users are constantly getting poured into the top, and the site is constantly leaking users.The rate at which this happens can be a turned into a metric just like any other number. Andrew Chen
  125. 125. How to mesure retention ? Cohort analysis
  126. 126. Cohort analysis ? Cohort analysis is a subset of behavioral analytics that takes the data from a given web application and rather than looking at all users as one unit, it breaks them into related groups for analysis.These related groups, or cohorts, usually share common characteristics or experiences within a defined timespan. https://en.wikipedia.org
  127. 127. Cohort analysis : Example Source : https://blog.kissmetrics.com/throw-away-vanity-metrics/
  128. 128. Churn rate ? Churn rate (sometimes called attrition rate), in its broadest sense, is a measure of the number of individuals or items moving out of a collective group over a specific period of time https://en.wikipedia.org
  129. 129. 4.1 Retention tactics
  130. 130. Emailing Notifications Content curation Education
  131. 131. Drip marketing (1) Drip marketing is a communication strategy that sends, or "drips," a pre-written set of messages to customers or prospects over time.These messages often take the form of email marketing, although other media can also be used. https://en.wikipedia.org
  132. 132. Drip marketing (2) Source : http://www.pardot.com/infographic/basics-drip-campaigns-infographic/
  133. 133. Customer support When we were acquired we had about 500,000 users on the system, 5 million people used Wufoo forms and reports whether they knew it or not. But our response time from 9 AM to 9 PM was between 7 to 12 minutes, from 9 PM to midnight was an hour, and then on the weekend it would be no longer than 24 hours. Kevin Hale
  134. 134. Ask for feedback The best "growth hack" for user retention is talking to your users.They are the ONLY people that can tell how to keep them and how to find more like them. Unfortunatley, a lot of SaaS companies don't ask for feedback and when they do, they send out long surveys no one wants to answer. Ashli Do
  135. 135. Tools
  136. 136. 5. Referral & Growth
  137. 137. Referral ? Referral marketing is a process to increase word of mouth marketing by encouraging customers and contacts to talk as much as possible about a brand or product. https://en.wikipedia.org
  138. 138. Viral loop (1) The steps a user goes through between entering the site to inviting the next set of new users. Andrew Chen
  139. 139. Viral loop (2) See ClickShare CR - ClickRate SR - ShareRate
  140. 140. k-factor (1) The k-factor or viral coefficient measures how many new, secondary users an individual new user you acquire brings in over their lifetime. Jesse Farmer
  141. 141. k-factor (2) K = i multiplied by c « i » is the number of invitations sent out by each customer or user « c » the percent conversion rate of each invitation
  142. 142. k-factor (3) A viral growth factor > 1 means an exponential organic user acquisition.
  143. 143. k-factor : example Source : http://qz.com/249222/slacks-explosive-word-of-mouth-growth-in-one-amazing-chart/
  144. 144. The cycle time The cycle time is the average time it takes from the moment that one of your users performs a viral action to the moment that a new user signs up because of this very action. http://techcrunch.com
  145. 145. Types of virality (1) Inherent virality  Collaboration virality  Communication virality  Incentivized virality 
  146. 146. Types of virality (2) Embeddable virality Signature virality  Social virality  Pure word of mouth virality 
  147. 147. 6. Money time
  148. 148. Revenue ? This is basically counting the number of customer that you have. http://www.pierrelechelle.com
  149. 149. 6.1 Tactics to increase revenue
  150. 150. Discount on an annual payment Example : https://www.growthhacker.tv/signup/
  151. 151. Promotions and Discounts Example : https://deals.creativebloq.com/sales/15th-anniversary-bundle
  152. 152. Countdown Example : https://creativemarket.com/free-goods
  153. 153. Test pricing Talk to users!
  154. 154. Bundling Example : https://www.designcuts.com/product/24-exceptional-quality-fonts/
  155. 155. Simplify Example : http://www.squarespace.com/pricing/
  156. 156. Real or Artificial scarcity Example : http://www.amazon.fr
  157. 157. Upselling Example : http://store.apple.com/fr/
  158. 158. Cross-selling Example : http://www.leslipfrancais.fr/fr
  159. 159. Guarantees and support Example : https://aws.amazon.com/fr/premiumsupport/
  160. 160. 7. Final thoughts
  161. 161. « If you can not measure it, you can not improve it. » Lord Kelvin
  162. 162. « Measure what can be measured, and make measurable what cannot be measured. » Galileo Galilei'
  163. 163. What now ?
  164. 164. Merci pour votre attention.
  165. 165. Bibliographie Traction: A Startup Guide to Getting Customers - Justin Mares & Gabriel Weinberg http://www.amazon.com/Traction-Startup-Guide-Getting-Customers/dp/0976339609 Startup Metrics for Pirates - Dave McClure http://fr.slideshare.net/dmc500hats/startup-metrics-for-pirates-seedcamp-2008-presentation The Ultimate Guide to Funnel Optimization - Sean Johnson http://www.slideshare.net/seanjohnson/ultimate-guide-to-funnel-optimization Growth Hacking Like A Pirate, A Beginner’s Guide To Pirate Metrics - Liam Gooding http://blog.trak.io/growth-hacking-like-a-pirate-a-beginners-guide-to-pirate-metrics/ AARRR: Pirate Metrics for SaaS - Pierre Lechelle http://www.pierrelechelle.com/aarrr-pirate-metrics
  166. 166. Crédits Mad Max: Fury Road - George Miller http://www.madmaxmovie.com

×