Mofibo: 60% increase in conversion in 5 weeks.

1. | Responsive © 2014
Nordic Growth Hackers
January 2015
MOFIBO
60% increase in conversion in 5 weeks.
Use data to increase engagement
| 7/11/14
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2. Den Blå Planet – A typical Start-up Scenario
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Inauguration
Visitors first 12
months
Marketing
permissions first 12
months
Mar 2013
> 1M
Almost 0
Den Blå Planet -
Denmark’s biggest aquarium

3. The Start-up process
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Develop
Build release version v1
Focus: Product features
Release
Release v1  Onboard users
 Improve product
Focus: Product viability
Scale
• More users
• More markets
• More functions
• More user segments
• …
 More revenue
Focus: Product scalability
Efficient communication with your users
comes at what stage?

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6. Business model
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The customer pays kr. 99/month.
When the customer has read more than 10% of
a book Mofibo has to pay the publisher.
The more recent the book - the more expensive.
Older books are purchased in bulk.
Customers must be engaged - but not too happy
with the product

7. Mapping af Mofibos Customer Journey
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Pre sign-up
(No creditcard info)
Free Trial
(First 14 days)
Semi-active
(Day 14-50)
Active
(+50 days)
Pre-churn
(churn risk)
Anti-churn
(Sign off og APP still active)
“Save” Activation, 0-30 days,APP inaktive “Saved” Winback

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Pre sign-up
(Users who have tried sign-up without giving credit
card information)
Pre-active
(First 14 days)
Create
profile
Enter
creditc.
Approved
sign uo
@
Sign-up web
Sign-up APP
Call center
No Creditc.
info 1
No creditc-
info 2
List to
Call center
@
@
Welcome
acknowledgment
@
Welcome
Editor
Instant
48 hours after sign-up
1 houer after
sign-up try
2 days after
sign-up try
4 days after
sign-up try Download APP
Login APP
Get a book
Read book
Share book
Review book
Like book
@
Get 1th book
Badge
@
Read 1th book
Badge
@
Share book
Badge
@
Review book
Badge
@
Liket book
Badge
@
Pre-active
medium
@
Pre-active
high
@
Pre-active
low
48 Hours: Welcome Editor
@
Pre-active
none
@
Pre-active
No book
@
Pre-active
medium
@
Pre-active
high
@
Pre-active
low
REMINDER OR INFOMAIL: 8 days after sign-up
@
Pre-active
none
@
Pre-active
No book
@
Pre-active
medium
@
Pre-active
high
@
Pre-active
low
REMINDER OR INFOMAIL 15 days after sign-up
@
Pre-active
none
@
Pre-active
No book
Inactive users
Engagementscore= inactive vs. active
Engagementscore= inactive vs. active
Engagementscore= inactive vs. active

9. Semi-active
(14-50 days)
First payment Login APP
Take a book
Share book
Review book
Like bog
Read book
Segmented active-flow 1 –
25 days after sign-up
@
Get a book
Badge
@
Read1th book
Badge
@
Share book
Badge
@
Review
Badge
@ Liket bog
Badge
@
Active
low
@
Active
medium
@
Active
high
@
Active
low
@
Active
medium
@
Active
high
@
Active
low
@
Active
medium
@
Active
high
Inactive users
Engagementscore= active vs. inactive
Segmented active-flow 2 –
35 days after sign-up
Segmented active-flow 3 –
50 days aftersign-up
Engagementscore= active vs. inactive Engagementscore= active vs. inactive

10. Pre-churn
(churn risk)
Active
(50 days)
Anti-churn
(After sign off. APP still active)
2nd payment
Sign-off
Do not take a book
Do not read book
No loginAPP
3rd payment (ongoing)
Login APP
Get book
Read book
Shared book
Review book
Like book Instant
@
Sign-off
receipt
@
Newsletter + reminder
@
Log-in
(+60 days)
@
Get book
(+60 days)
@
Read book
(+60 days)
@
Bookbadge
@
Read 1th bookbadge
@
Share bookbadge
@
Review bookbadge
@
Liket bookbadge
@
Inactive users Inactive users
Engagementscore= active vs. inactive
Engagementscore= inactive
@
No-user
(segment 1)
+1 days from
sign-off
@
Users
(segment 2-5)
@
No-user
(segment 1)
3 days before
inactivation
@
User
(segment 2-5
WITH offer)
@
User
(segment 2-5
WITHOUT
offer)

11. “Saved”
(Customer win-back)
“Save period” Activation, 0-30 days after APP is inactive
(Active attempt to save the customer s)
Inactive customer
Customer is active
@
Survey + competition
+3 days before inactivation
@
”Glad you are back”
One day after win-back
Mini-survey
@
Winner
No-offer
+10 days before
inactivation
@
Non winner
WITH offer
@
NON winner
no-offer
Winback
(customer is back)
@
1-shot subscription offer
1 Winback
@
Winner WITH
offer

12. Defining characteristics within segments
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1 2 3 4 5
Persons with
no log-on
history
Log-on – but
no reading
High
engagement.
Promote
recommen-
dation,
evaluation,
etc..
Good start we
want to
confirm the
Mofibo
concept.
Has started
reading – but
still not truly
engaged

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Different versions of e-mails
1 2 3 4 5
Persons with
no log-on
history
Log-on – but
no reading
High
engagement.
Promote
recommen-
dation,
evaluation,
etc..
Good start we
want to
confirm the
Mofibo
concept.
Has started
reading – but
still not truly
engaged

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Results – conversion from trial to 1st payment (5 week test)
TOTAL
9.189
CONVERTED
5.867
CONVERSION RATE
63,85 %
5 5 4 4 4
48
41
36
34 33
19
20
41 20
19
25
28 30
31
33
4 6 9 10 12
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
30 31 32 33 34
WEEK
Segment 5
Segment 4
Segment 3
Segment 2
Segment 1

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