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Converting Free Users to Paid Users - Fowa Miami 2009
- 1. On Converting Free Users to Paid Users Kevin Hale Future of Web Apps · Miami · Feb 23, 2009
- 4. wufoo.com
- 5. 150,000+ 1.3 million+ 2 million 15 million
- 6. Individuals, Developers, Designers, Non-Profits, Teachers, Students, Universities, Research, Real Estate, Marketing, Healthcare, Banks, SMBs
- 8. Why are you here?
- 10. Freeloaders
- 12. Overcoming the Power of Zero
- 13. Interest No Alternative Urgency Convenience Peer Pressure Novelty Status
- 15. When copies are free, you need to sell things which cannot be copied.
- 16. What can’t be copied?
- 17. Trust
- 18. Immediacy Personalization Interpretation Authenticity Accessibility Embodiment Patronage Findability
- 30. Best Price Best Product Best Overall Solution
- 31. Excercise 1
- 32. Immediacy Personalization Interpretation Authenticity Accessibility Embodiment Patronage Findability
- 33. You make what you measure.
- 35. Point Point
- 36. End Start
- 37. Count
- 38. Log = Action + Timestamp
- 39. Action Timestamp Referrer IP Address Cookie / Session Server Data Client Data
- 40. Views Clicks Submits Keystrokes
- 41. Positive / Negative Likert Scale Ratings Multiple Choice Open Feedback
- 43. Tools
- 46. omniture.com
- 47. haveamint.com
- 48. crazyegg.com
- 51. clicktale.com
- 52. wufoo.com
- 53. surveymonkey.com
- 54. formassembly.com
- 55. dabbledb.com
- 57. Excercise 2
- 59. Benchmarks
- 61. Web App Autopsy SXSW 2007
- 62. PHP 6 months to launch Launched : July 2006 3 Employees
- 63. Ruby on Rails 3 months to launch Launched : July 2005 6 Employees
- 64. Java 5 months to launch Launched : February 2004 ~30 Employees
- 65. regonline .NET 3 years to launch Launched : 1996 50 Employees
- 66. Conversion per 100 Visits Free Paid 7.00% 1.00% 11.00% 1.00% 8.00% N/A regonline 1.52% 1.14%
- 67. Shareware 0.5%
- 68. Dropsend 1% - 2%
- 69. Casual Download Games 2%
- 70. Other Freemium Services Range from 1.5% to 5% Average Overall less than 3%
- 71. Ning 3%
- 72. Flickr 5-10%
- 73. AdultFriendFinder 10% - 22%
- 74. Habbo : 10% of players Club Penguin : 25% of uniques Runescape : 16.6% of uniques Puzzle Pirates : 22% of players
- 75. Top 10
- 76. TurboTax Online 70%
- 79. Things to Keep in Mind
- 80. Seasonal Effects
- 81. Best Worst Mar Dec Jan Dec Jan/Feb Dec regonline Sept Dec
- 82. Early Adopter Frugal Factor
- 83. 7,000 invitations sent to potential Beta Testers. Only 3,500 created an account. Only 50 of them became customers (and we o ered them half o ).
- 85. The Funnel
- 90. Reduce Friction
- 91. Number of Steps
- 92. Label Placement
- 93. Multiple Columns
- 94. Excercise 3
- 108. Excercise 4
- 109. On Promotion Codes
- 111. Successful Changes
- 112. regonline Powered By Logo 339% increase in click through Video Spokesperson 11% increase in registrations Why Register Online? 6% increase in registrations
- 123. The Original
- 124. The Winner
- 126. Excercise 5
- 128. Off the Funnel
- 129. Best Price Best Product Best Overall Solution
- 133. Intimacy Passion Commitment
- 134. Nonlove Liking Infatuated love Empty love Romantic love Companionate love Fatuous love Consumate Love
- 135. Intimacy Passion Commitment
- 136. Existing Users :: Marriage
- 137. Dr. John Gottman
- 138. Everyone fights.
- 139. Money Cost / Billing Kids Users’ Users Sex Performance Time Roadmap Others Others
- 140. How it’s done.
- 141. When Things Go Wrong
- 155. Importance of Fun
- 156. Keeping the Romance Alive
- 161. Bibliography
- 168. Questions?
- 169. Thanks!