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Startup Metrics for Pirates

•     Acquisition: users come to site from various channels
•     Activation: users enjoy 1st visit: quot;happy” experience
•     Retention: users come back, visit site multiple times
•     Referral: users like product enough to refer others
•     Revenue: users conduct some monetization behavior

                                           AARRR!


     Dave McClure, Master of 500 Hats
          http://500hats.typepad.com/
            http://www.500hats.com/
       http://slideshare.net/dmc500hats/
AARRR!: 5-Step Startup Metrics Model
                                        SEO          Campaigns,
                           SEM                 PR     Contests          Biz
           Social
          Networks                                                      Dev
                               Blogs                  Affiliates
         Apps &                                                       Direct, Tel,
         Widgets                       Email                              TV

                   Domains
                                         1. ACQUISITION                                         Viral 
                                                                                               Loops 




        Emails & Alerts                                Homepage /                                           Emails &
                                                                                                            widgets
                                                      Landing Page

                                                             Product
Blogs, RSS, 
                                    on                                                         Affiliates, 
News Feeds 
                     e     t   enti                          Features                          Contests 
                3. R

                                                    Ads, Lead Gen,                   Biz Dev
            System Events &                         Subscriptions, 
          Time‐based Features 
                                                     ECommerce 

                                                     Website.com
Why Be a Web 2.0 Entrepreneur?

•    Low Cost
•    Lots of Users
•    Online Advertising / E-Commerce
•    Online Metrics
•    It’s Cool.
•    Make MONEY.
Q: What’s My Business Model?

Can be one of the following:
   1.  Get Users (= Acquisition, Referral)
   2.  Drive Usage (= Activation, Retention)
   3.  Make Money (= Revenue*)
     * ideally profitable revenue


Note: eventually need to turn Users/Usage -> Money
Role: Founder/CEO

Q: Which Metrics? Why?
A: Focus on Critical Few Actionable Metrics
     (if you don’t use the metric to make a decision, it’s not actionable)

•    Hypothesize Customer Lifecycle
•    Target ~3-5 Conversion Metrics (tip: Less = More)
•    Test, Measure, Iterate to Improve
•    Delegate Each Key Metric to someone to OWN
Role: Product / Engineering
Q: What to Build? Why?
A: Build Features that Increase Conversion

•  Wireframes = Conversion Steps
•  Measure, A/B Test, Iterate FAST (daily/weekly)
•  Optimize for Conversion Improvement
    –  80% on existing feature optimization
    –  20% on new feature development
Example Conversion Metrics
              (note: *not* actuals… your mileage may vary)


Category               Conversion Status                      Conv %   Est. Value
Acquisition                      Visit Site                    100%       $.01
                   (or landing page, or external widget)
Acquisition                Doesn't Abandon                     70%        $.05
                (views 2+ pages, stays 10+ sec, 2+ clicks)
Activation                   Happy 1st Visit                   30%        $.25
                  (views X pages, stays Y sec, Z clicks)
Activation       Email/Blog/RSS/Widget/Acct Signup              5%         $2
                 (anything that could lead to repeat visit)
Retention            Length of Session / # of Clicks           10%         $1
                 (length/intensity of engaged visit, >180s)
Retention     Email Open/ RSS view -> Click/Repeat Visit        3%         $5
                       (3+ visits in first 30 days)
 Referral             Refer 1+ users who visit site             2%         $1
 Referral            Refer 10+ users who activate              0.2%       $10
 Revenue           User generates minimum revenue               2%         $5
 Revenue          User generates break-even revenue             1%        $25
Role: Marketing / Sales

Q: What channels? Which users? Why?
A: High Volume (#), Low Cost ($), High Conv (%)

•     Design & Test Multiple Marketing Channels + Campaigns
•     Select & Focus on Best-Performing Channels & Themes
•     Optimize for conversion to target CTAs, not just site/landing page
•     Match/Drive channel cost to/below revenue potential
•     Grab the Low-Hanging Fruit:
     –  Blogs
     –  SEO/SEM
     –  Landing Pages
     –  Automated Emails
Example Marketing Channels
disclaimer: estimates of vol, cost/user, time & effort are subjective – actual costs are dependent on your specific business

   Channel          Volume                                Cost/user   Time to implement                          Mktg       Prod Effort
                                                                                                                 Effort
   Viral /          depends on CTA; size of accessible    low/zero    Low for FB social networks;                low        low/med
   Referral         social networks / # users                         med/hi for normal sites
   Email            depends on CTA, size of your house    low/med     Low                                        low/med    low/med
                    lists, email signups                                                                                    (med = create
                                                                                                                            templates)
   Blogs /          Depends on # blogs in your            low/med     Low (if just you blogging);                low/med    low/zero
   Bloggers         segment, competitive scenario                     med (if you're setting up big CMS /                   (med = CMS, prof
                                                                      evangelizing to other bloggers)                       design)
   SEO              depends on your keywords              Low/zero    Medium                                     low/zero   med/hi
                                                                      (depends on your search geeks)
   SEM              depends on your keywords              Depends     Low/med                                    Low/med    low/med
                                                                      (depends on your marketing)                           (landing pages = med)
   Contest          small unless big prize $              low/med     low/med                                    Med        low/zero
                    (don’t, keep it under $5K)                        (depends on contest, site, campaign)                  (med = prof contest site)
   Widget           Depends on CTA; size of accessible    low/med     Low/med                                    med        med/hi (depends on
                    sites, level of adoption + bloggers                                                                     complexity)
   domains          depends on keywords, domain costs     depends     low                                        low        Low (redirects/co-
                                                                                                                            brand?)
   PR               depends on your business &            Med/hi      medium (develop story, build contacts)     med        low/zero
                    audience & news
   Biz Dev /        depends on partner, size of           med-high    med/hi (capture metrics, generate          Med/hi     med/hi
   Partner          customer base, conversion                         reports)                                              (reports, co-branding)
   Affiliate /      depends on economics                  Med/hi      med/hi (need to build affiliate program,   med/hi     med/hi (depends on rqd
   Lead Gen                                                           capture metrics, generated reports)                   tracking & reporting)
   Direct / radio   depends on geography                  Med/hi      medium                                     Med/hi     low/zero

   Telemktg         depends on target demographics        med-high    med-high                                   High       low/zero if no system;
                                                                                                                            Med/hi if integrated SFA
   TV               Potentially large (if you spend)      High        Med-high                                   High       Med/hi (production cost)
Acquisition
                         SEO          Campaigns,
              SEM               PR     Contests
                                                      Biz
 Social
Networks                                              Dev
                Blogs                  Affiliates
Apps &                                              Direct, Tel,
Widgets                 Email                           TV

          Domains
                          1. ACQUISITION 




                                                    Marketing Channels:
                                                       •  largest-volume (#)
                                                       •  lowest-cost ($)
                                                       •  best-performing (%)


                          Website.com
Acquisition
        Where are users coming from?


Acquisition Methods
 SEO / SEM
 Blogs
 Email
 Social Media &
  Social Networks
 Domains
Activation
                         SEO          Campaigns,
              SEM                PR    Contests        Biz
 Social
Networks                                               Dev
                Blogs                   Affiliates                      Activation Criteria:
Apps &                                               Direct, Tel,
Widgets                 Email                            TV             •  10-30+ seconds
                          1. ACQUISITION 
          Domains                                                       •  2-3+ page views
                                                                        •  3-5+ clicks
                                                                        •  1 key feature usage
                                       Homepage /
                                      Landing Page

                                            Product
                                            Features

                                                                    do LOTS of landing page
                                                                    & A/B tests –
                                                                    make lots of dumb
                                                                    guesses & iterate FAST
                                  Website.com
Activation
          What do users do on their first visit?

Example Activation Goals
   •  Click on something!
   •  Account sign up / Emails
   •  Referrals / Tell a friend
   •  Widgets / Embeds
   •  Low Bounce Rate

Activation Tips
    •  Less is more
    •  Focus on user experience / usability
    •  Provide incentives & call to actions
    •  Test and iterate continuously
Retention
                                                                              SEO            Campaigns,
Automated emails are simple & easy                                  SEM              PR       Contests       Biz
                                                    Social
retention (but don’t overdo it)                    Networks                                                  Dev
                                                                     Blogs                    Affiliates
•  lifecycle emails @ +3, +7, +30d                Apps &                                                   Direct, Tel,
                                                  Widgets                    Email                             TV
•  status emails weekly/monthly
                                                              Domains
                                                                               1. ACQUISITION 
•  event-based emails as they occur
     BUT:
•  make it easy to unsubscribe
                                           Emails & Alerts                                 Homepage /
                                                                                          Landing Page

                                                                                              Product
                                   Blogs, RSS, 
                                                                    on
                                   News Feeds 
                                                          et   enti                           Features
                                                   3. R
Tip on emails:
•  > 80% or more on SUBJECT LINE
                                               System Events & 
•  < 20% or less on BODY TEXT                Time‐based Features 


                                                                                      Website.com
Retention
                  How do users come back?


Retention Methods
  Automated Emails
   * Track open rate / CTR / Quantity
  RSS / News Feeds
   * Track % viewed / CTR / Quantity
  Widgets / Embeds
   * Track impressions / CTR / Quantity
Referral
                                     SEO          Campaigns,
                           SEM              PR     Contests
                                                                  Biz
           Social
          Networks                                                Dev
                            Blogs                  Affiliates
         Apps &                                                 Direct, Tel,
         Widgets                    Email                           TV                  Viral 

                   Domains
                                      1. ACQUISITION                                   Loops 




                                                                                                    Emails &
                                                                                                    widgets
        Emails & Alerts                             Homepage /
                                                   Landing Page
                                                                                       Affiliates, 
                                                          Product                      Contests 
Blogs, RSS,                       n
News Feeds 
                     e     tentio                         Features
                3. R

                                                                               Focus on driving referrals
            System Events & 
          Time‐based Features 
                                                                               *after* users have a
                                                                               “happy” experience;
                                                  Website.com                   avg score >= 8 out of 10
Referral
          How do users refer others?

Referral Methods
 Send to Friend:
  Email / IM
 Social Media
 Widgets / Embeds
 Affiliates
Referral
                       Viral Growth Factor

  Viral Growth Factor = X * Y * Z
     X = % of users who invite other people
     Y = average # of people that they invited
     Z = % of users who accepted an invitation




A viral growth factor > 1 means an exponential organic user acquisition.
Revenue
                                        SEO          Campaigns,
                           SEM                 PR     Contests          Biz
           Social
          Networks                                                      Dev
                               Blogs                  Affiliates
         Apps &                                                       Direct, Tel,
         Widgets                       Email                              TV

                   Domains
                                         1. ACQUISITION                                         Viral 
                                                                                               Loops 




        Emails & Alerts                                Homepage /                                           Emails &
                                                                                                            widgets
                                                      Landing Page

                                                             Product
Blogs, RSS, 
                                    on                                                         Affiliates, 
News Feeds 
                     e     t   enti                          Features                          Contests 
                3. R

                                                    Ads, Lead Gen,                   Biz Dev
            System Events &                         Subscriptions, 
          Time‐based Features 
                                                     ECommerce 

       This is the part *you*                        Website.com
       still have to figure out…
       (we don’t know jack
       about your business)
Revenue
                How do you make money?


Revenue Tips
  •    Don’t rely on AdSense
  •    Start Free -> Go Freemium
  •    Subscription / Recurring transactions
  •    Qualify your customers -> Lead generation (arbitrage)
  •    Sell something! (physical or virtual)
AARRR!
  Any Questions, Ye Scurvy Dogs?


Additional References:
•  “Influence: The Psychology of Persuasion”, Robert Cialdini (book)
•  “Putting the Fun in Functional”, Amy Jo Kim (etech 2006 preso)
•  “Futuristic Play”, Andrew Chen (blog)
•  “Don’t Make Me Think”, Steve Krug (book)
•  “A Theory of Fun”, Raph Koster (book, website)
Dave McClure, Master of 500 Hats
         http://500hats.typepad.com/
           http://www.500hats.com/
      http://slideshare.net/dmc500hats/

Hiten Shah, CrazyEgg / ACS / KISSmetrics
             http://crazyegg.com
              http://acsseo.com
           http://KISSmetrics.com
Acquisition
                     Keyword Vocabulary


Top 10 - 100 words
    •  Your Brand / Products
    •  Customer Needs / Benefits
    •  Competitor’s Brand / Products
    •  Semantic Equivalents
    •  Misspellings

Things to analyze
    •  Sources
    •  Volume
    •  Cost
    •  Conversion
Acquisition
         Where are users coming from?



Key Metrics to Track           Example
   Quantity (#)
   Cost ($)
   Conversions (%)
Acquisition
Tools
   Google Analytics (web analytics)
        google.com/analytics
   Google Keyword Tool (keyword research tool)
        adwords.google.com/select/KeywordToolExternal
   SEO Book Tools (SEO related tools)
        tools.seobook.com


Resources
   SEO Book Blog
        seobook.com/blog
   The Social Media Manual: Read Before You Play
        searchengineland.com/071120-144401.php
   Strategies to ruthlessly acquire users
        andrewchen.typepad.com/andrew_chens_blog/2007/04/10_obvious_stra.html
Activation
        What do users do on their first visit?
Key Metrics to Track
   Pages per visit
   Time on site
   Conversions




                             Before              After
Activation
Tools
   Crazy Egg (Visual Click Mapping)
        crazyegg.com
   Google Website Optimizer (A/B & Multivariate Testing)
        google.com/websiteoptimizer
   Marketo.com (B2B Lead Generation Management)
        marketo.com


Resources
   Experimentation and Testing: A Primer
        kaushik.net/avinash/2005/05/experimentation-and-testing-a-primer.html
   Landing Page Tutorials and Case Studies
        copyblogger.com/landing-pages/
   101 Easy Easy to use Google Website Optimizer
        conversion-rate-experts.com/articles/101-google-website-optimizer-tips/
Retention
                 How do users come back?

Example Retention Goals
   •  1 - 3+ visits per month
   •  20% open rate / 2% CTR
   •  High deliverability / Low spam rating
   •  Long customer life cycle / Low decay
   •  Identify fanatics and cheerleaders

Retention Tips
   •  Email is simple and it works
   •  BUT make unsubscribe easy
   •  80% subject line / 20% body text
   •  ACTUALLY 99% subject line / 1% body text
   •  Fanatics = virality + affiliate channel (bloggers?)
Retention
               How do users come back?

Key Metrics to Track                Example
     Source
     Quantity
     Conversions
     Visitor Loyalty
     Session Length
Retention
Tools
   Campaign Monitor / MailChimp (email newsletter software)
        campaignmonitor.com / mailchimp.com
   TriggerMail (site-centric email management)
        triggermail.net
   Litmus (email and website design testing - clients / browsers)
        litmusapp.com


Resources
   30 free HTML email templates
        campaignmonitor.com/resources/templates.aspx
   Best Practices in Writing Email Subject Lines
        mailchimp.com/resources/best-practices-in-writing-email-subject-lines.phtml
   Learning Viral: Viral Emails of Tagged.com
        okdork.com/2008/04/10/learning-viral-studying-taggedcom/
Referral
Tools
   Gigya (social media distribution & tracking tool)
        gigya.com
   ShareThis / AddThis (sharing buttons)
        sharethis.com / addthis.com
   GetMyContacts (PHP contacts importing & invitation software)
        getmycontacts.com


Resources
   Seven Ways to GO VIRAL
        lsvp.wordpress.com/2007/03/02/seven-ways-to-go-viral/
   What’s your viral loop? Understanding the engine of adoption
        andrewchen.typepad.com/andrew_chens_blog/2007/07/whats-your-vira.html
   Metrics: Where Users Come From
        slideshare.net/guest2968b8/rockyou-snap-summit-32508

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Startup Metrics (Ignite Velocity)

  • 1. Startup Metrics for Pirates •  Acquisition: users come to site from various channels •  Activation: users enjoy 1st visit: quot;happy” experience •  Retention: users come back, visit site multiple times •  Referral: users like product enough to refer others •  Revenue: users conduct some monetization behavior AARRR! Dave McClure, Master of 500 Hats http://500hats.typepad.com/ http://www.500hats.com/ http://slideshare.net/dmc500hats/
  • 2. AARRR!: 5-Step Startup Metrics Model SEO Campaigns, SEM PR Contests Biz Social Networks Dev Blogs Affiliates Apps & Direct, Tel, Widgets Email TV Domains 1. ACQUISITION  Viral  Loops  Emails & Alerts  Homepage / Emails & widgets Landing Page Product Blogs, RSS,  on Affiliates,  News Feeds  e t enti Features Contests  3. R Ads, Lead Gen,  Biz Dev System Events &  Subscriptions,  Time‐based Features  ECommerce  Website.com
  • 3. Why Be a Web 2.0 Entrepreneur? •  Low Cost •  Lots of Users •  Online Advertising / E-Commerce •  Online Metrics •  It’s Cool. •  Make MONEY.
  • 4. Q: What’s My Business Model? Can be one of the following: 1.  Get Users (= Acquisition, Referral) 2.  Drive Usage (= Activation, Retention) 3.  Make Money (= Revenue*) * ideally profitable revenue Note: eventually need to turn Users/Usage -> Money
  • 5. Role: Founder/CEO Q: Which Metrics? Why? A: Focus on Critical Few Actionable Metrics (if you don’t use the metric to make a decision, it’s not actionable) •  Hypothesize Customer Lifecycle •  Target ~3-5 Conversion Metrics (tip: Less = More) •  Test, Measure, Iterate to Improve •  Delegate Each Key Metric to someone to OWN
  • 6. Role: Product / Engineering Q: What to Build? Why? A: Build Features that Increase Conversion •  Wireframes = Conversion Steps •  Measure, A/B Test, Iterate FAST (daily/weekly) •  Optimize for Conversion Improvement –  80% on existing feature optimization –  20% on new feature development
  • 7. Example Conversion Metrics (note: *not* actuals… your mileage may vary) Category Conversion Status Conv % Est. Value Acquisition Visit Site 100% $.01 (or landing page, or external widget) Acquisition Doesn't Abandon 70% $.05 (views 2+ pages, stays 10+ sec, 2+ clicks) Activation Happy 1st Visit 30% $.25 (views X pages, stays Y sec, Z clicks) Activation Email/Blog/RSS/Widget/Acct Signup 5% $2 (anything that could lead to repeat visit) Retention Length of Session / # of Clicks 10% $1 (length/intensity of engaged visit, >180s) Retention Email Open/ RSS view -> Click/Repeat Visit 3% $5 (3+ visits in first 30 days) Referral Refer 1+ users who visit site 2% $1 Referral Refer 10+ users who activate 0.2% $10 Revenue User generates minimum revenue 2% $5 Revenue User generates break-even revenue 1% $25
  • 8. Role: Marketing / Sales Q: What channels? Which users? Why? A: High Volume (#), Low Cost ($), High Conv (%) •  Design & Test Multiple Marketing Channels + Campaigns •  Select & Focus on Best-Performing Channels & Themes •  Optimize for conversion to target CTAs, not just site/landing page •  Match/Drive channel cost to/below revenue potential •  Grab the Low-Hanging Fruit: –  Blogs –  SEO/SEM –  Landing Pages –  Automated Emails
  • 9. Example Marketing Channels disclaimer: estimates of vol, cost/user, time & effort are subjective – actual costs are dependent on your specific business Channel Volume Cost/user Time to implement Mktg Prod Effort Effort Viral / depends on CTA; size of accessible low/zero Low for FB social networks; low low/med Referral social networks / # users med/hi for normal sites Email depends on CTA, size of your house low/med Low low/med low/med lists, email signups (med = create templates) Blogs / Depends on # blogs in your low/med Low (if just you blogging); low/med low/zero Bloggers segment, competitive scenario med (if you're setting up big CMS / (med = CMS, prof evangelizing to other bloggers) design) SEO depends on your keywords Low/zero Medium low/zero med/hi (depends on your search geeks) SEM depends on your keywords Depends Low/med Low/med low/med (depends on your marketing) (landing pages = med) Contest small unless big prize $ low/med low/med Med low/zero (don’t, keep it under $5K) (depends on contest, site, campaign) (med = prof contest site) Widget Depends on CTA; size of accessible low/med Low/med med med/hi (depends on sites, level of adoption + bloggers complexity) domains depends on keywords, domain costs depends low low Low (redirects/co- brand?) PR depends on your business & Med/hi medium (develop story, build contacts) med low/zero audience & news Biz Dev / depends on partner, size of med-high med/hi (capture metrics, generate Med/hi med/hi Partner customer base, conversion reports) (reports, co-branding) Affiliate / depends on economics Med/hi med/hi (need to build affiliate program, med/hi med/hi (depends on rqd Lead Gen capture metrics, generated reports) tracking & reporting) Direct / radio depends on geography Med/hi medium Med/hi low/zero Telemktg depends on target demographics med-high med-high High low/zero if no system; Med/hi if integrated SFA TV Potentially large (if you spend) High Med-high High Med/hi (production cost)
  • 10. Acquisition SEO Campaigns, SEM PR Contests Biz Social Networks Dev Blogs Affiliates Apps & Direct, Tel, Widgets Email TV Domains 1. ACQUISITION  Marketing Channels: •  largest-volume (#) •  lowest-cost ($) •  best-performing (%) Website.com
  • 11. Acquisition Where are users coming from? Acquisition Methods  SEO / SEM  Blogs  Email  Social Media & Social Networks  Domains
  • 12. Activation SEO Campaigns, SEM PR Contests Biz Social Networks Dev Blogs Affiliates Activation Criteria: Apps & Direct, Tel, Widgets Email TV •  10-30+ seconds 1. ACQUISITION  Domains •  2-3+ page views •  3-5+ clicks •  1 key feature usage Homepage / Landing Page Product Features do LOTS of landing page & A/B tests – make lots of dumb guesses & iterate FAST Website.com
  • 13. Activation What do users do on their first visit? Example Activation Goals •  Click on something! •  Account sign up / Emails •  Referrals / Tell a friend •  Widgets / Embeds •  Low Bounce Rate Activation Tips •  Less is more •  Focus on user experience / usability •  Provide incentives & call to actions •  Test and iterate continuously
  • 14. Retention SEO Campaigns, Automated emails are simple & easy SEM PR Contests Biz Social retention (but don’t overdo it) Networks Dev Blogs Affiliates •  lifecycle emails @ +3, +7, +30d Apps & Direct, Tel, Widgets Email TV •  status emails weekly/monthly Domains 1. ACQUISITION  •  event-based emails as they occur BUT: •  make it easy to unsubscribe Emails & Alerts  Homepage / Landing Page Product Blogs, RSS,  on News Feeds  et enti Features 3. R Tip on emails: •  > 80% or more on SUBJECT LINE System Events &  •  < 20% or less on BODY TEXT Time‐based Features  Website.com
  • 15. Retention How do users come back? Retention Methods   Automated Emails * Track open rate / CTR / Quantity   RSS / News Feeds * Track % viewed / CTR / Quantity   Widgets / Embeds * Track impressions / CTR / Quantity
  • 16. Referral SEO Campaigns, SEM PR Contests Biz Social Networks Dev Blogs Affiliates Apps & Direct, Tel, Widgets Email TV Viral  Domains 1. ACQUISITION  Loops  Emails & widgets Emails & Alerts  Homepage / Landing Page Affiliates,  Product Contests  Blogs, RSS,  n News Feeds  e tentio Features 3. R Focus on driving referrals System Events &  Time‐based Features  *after* users have a “happy” experience; Website.com avg score >= 8 out of 10
  • 17. Referral How do users refer others? Referral Methods  Send to Friend: Email / IM  Social Media  Widgets / Embeds  Affiliates
  • 18. Referral Viral Growth Factor Viral Growth Factor = X * Y * Z X = % of users who invite other people Y = average # of people that they invited Z = % of users who accepted an invitation A viral growth factor > 1 means an exponential organic user acquisition.
  • 19. Revenue SEO Campaigns, SEM PR Contests Biz Social Networks Dev Blogs Affiliates Apps & Direct, Tel, Widgets Email TV Domains 1. ACQUISITION  Viral  Loops  Emails & Alerts  Homepage / Emails & widgets Landing Page Product Blogs, RSS,  on Affiliates,  News Feeds  e t enti Features Contests  3. R Ads, Lead Gen,  Biz Dev System Events &  Subscriptions,  Time‐based Features  ECommerce  This is the part *you* Website.com still have to figure out… (we don’t know jack about your business)
  • 20. Revenue How do you make money? Revenue Tips •  Don’t rely on AdSense •  Start Free -> Go Freemium •  Subscription / Recurring transactions •  Qualify your customers -> Lead generation (arbitrage) •  Sell something! (physical or virtual)
  • 21. AARRR! Any Questions, Ye Scurvy Dogs? Additional References: •  “Influence: The Psychology of Persuasion”, Robert Cialdini (book) •  “Putting the Fun in Functional”, Amy Jo Kim (etech 2006 preso) •  “Futuristic Play”, Andrew Chen (blog) •  “Don’t Make Me Think”, Steve Krug (book) •  “A Theory of Fun”, Raph Koster (book, website)
  • 22. Dave McClure, Master of 500 Hats http://500hats.typepad.com/ http://www.500hats.com/ http://slideshare.net/dmc500hats/ Hiten Shah, CrazyEgg / ACS / KISSmetrics http://crazyegg.com http://acsseo.com http://KISSmetrics.com
  • 23. Acquisition Keyword Vocabulary Top 10 - 100 words •  Your Brand / Products •  Customer Needs / Benefits •  Competitor’s Brand / Products •  Semantic Equivalents •  Misspellings Things to analyze •  Sources •  Volume •  Cost •  Conversion
  • 24. Acquisition Where are users coming from? Key Metrics to Track Example  Quantity (#)  Cost ($)  Conversions (%)
  • 25. Acquisition Tools Google Analytics (web analytics) google.com/analytics Google Keyword Tool (keyword research tool) adwords.google.com/select/KeywordToolExternal SEO Book Tools (SEO related tools) tools.seobook.com Resources SEO Book Blog seobook.com/blog The Social Media Manual: Read Before You Play searchengineland.com/071120-144401.php Strategies to ruthlessly acquire users andrewchen.typepad.com/andrew_chens_blog/2007/04/10_obvious_stra.html
  • 26. Activation What do users do on their first visit? Key Metrics to Track  Pages per visit  Time on site  Conversions Before After
  • 27. Activation Tools Crazy Egg (Visual Click Mapping) crazyegg.com Google Website Optimizer (A/B & Multivariate Testing) google.com/websiteoptimizer Marketo.com (B2B Lead Generation Management) marketo.com Resources Experimentation and Testing: A Primer kaushik.net/avinash/2005/05/experimentation-and-testing-a-primer.html Landing Page Tutorials and Case Studies copyblogger.com/landing-pages/ 101 Easy Easy to use Google Website Optimizer conversion-rate-experts.com/articles/101-google-website-optimizer-tips/
  • 28. Retention How do users come back? Example Retention Goals •  1 - 3+ visits per month •  20% open rate / 2% CTR •  High deliverability / Low spam rating •  Long customer life cycle / Low decay •  Identify fanatics and cheerleaders Retention Tips •  Email is simple and it works •  BUT make unsubscribe easy •  80% subject line / 20% body text •  ACTUALLY 99% subject line / 1% body text •  Fanatics = virality + affiliate channel (bloggers?)
  • 29. Retention How do users come back? Key Metrics to Track Example   Source   Quantity   Conversions   Visitor Loyalty   Session Length
  • 30. Retention Tools Campaign Monitor / MailChimp (email newsletter software) campaignmonitor.com / mailchimp.com TriggerMail (site-centric email management) triggermail.net Litmus (email and website design testing - clients / browsers) litmusapp.com Resources 30 free HTML email templates campaignmonitor.com/resources/templates.aspx Best Practices in Writing Email Subject Lines mailchimp.com/resources/best-practices-in-writing-email-subject-lines.phtml Learning Viral: Viral Emails of Tagged.com okdork.com/2008/04/10/learning-viral-studying-taggedcom/
  • 31. Referral Tools Gigya (social media distribution & tracking tool) gigya.com ShareThis / AddThis (sharing buttons) sharethis.com / addthis.com GetMyContacts (PHP contacts importing & invitation software) getmycontacts.com Resources Seven Ways to GO VIRAL lsvp.wordpress.com/2007/03/02/seven-ways-to-go-viral/ What’s your viral loop? Understanding the engine of adoption andrewchen.typepad.com/andrew_chens_blog/2007/07/whats-your-vira.html Metrics: Where Users Come From slideshare.net/guest2968b8/rockyou-snap-summit-32508