The document discusses analyzing user behavior and revenue streams on a website. It involves: 1) Determining key metrics like user numbers, conversions, and revenue from different sources throughout the user journey. 2) Identifying which content/products and user behaviors generate the most revenue and engagement. 3) Optimizing content, campaigns, and resource allocation based on metrics and considering various valuable community actions.

1. User flow: adding the numbers Mariam Cook @MariamCook £$€

3. Website User Flow AWARENESS VISIT REPEAT VISIT MEMBER ACTIVE MEMBER Advertising / partners Member referrals / word of mouth Integrated Marcoms / social media Natural search Positioning of ad/link Strength of message Brand proposition - suitability Rapid updates to relevant, compelling content Good user experience Reasons to register Participate without sign-up Display enhanced status Ease of registration Diverse ways to participate Promotions / special offers Encourage / reward positive community culture More platform dependent Less platform dependent

4. Website User Flow / Revenue Sources Diverse ways to participate Selling in bulk to organisations / companies for their staff VISIT REPEAT VISIT MEMBER ACTIVE MEMBER PREMIUM MEMBER PAYING USER USER REVENUE Positioning of ad/link Appealing message / headline Brand reputation Relevant / compelling content Good user experience Reasons to register Participate without sign-up Display enhanced status Ease of registration Promotions / special offers Encourage / reward activity Valuable, diverse & personalised benefits Products and services people want Tell them why: buy via us to keep us going £$€ Advertising, affiliates, sponsorship £$€ Premium membership £$€ Payment for products and services Strong group ties Low commitment options / low cost trial periods Earn status / added benefits for helping the site WAYS TO ACHIEVE

5. Put in the numbers* VISIT REPEAT VISIT MEMBER ACTIVE MEMBER £$€ Advertising, affiliates, sponsorship PREMIUM MEMBER PAYING USER £$€ Premium membership £$€ Payment for products and services USER NUMBERS REVENUE PER YEAR 50,000 25,000 35,000 10,000 1,000 1,000 £150,000 £20,000 £90,000 *THESE NUMBERS ARE TOTALLY FICTIONAL

7. Add conversions, calculate averages VISIT REPEAT VISIT MEMBER ACTIVE MEMBER £150,000 Advertising, affiliates, sponsorship PREMIUM MEMBER PAYING USER £20,000 Premium membership £90,000 Payment for products and services USER NUMBERS REVENUE PER YEAR 50,000 25,000 35,000 10,000 1,000 1,000 AVERAGE REVENUE PER USER £1.37 £20 £90 CONVERSION: VISITORS 50% 70% 20% 2% 2% £260,000 £5.20 *THESE NUMBERS ARE TOTALLY FICTIONAL

8. Track, prioritise, forecast: revenue streams Premium membership Advertising, affiliates, sponsorship Payment for products and services

10. Determine value per keyword VISIT REPEAT VISIT MEMBER ACTIVE MEMBER £1,000 Advertising, affiliates, sponsorship PREMIUM MEMBER PAYING USER £500 Premium membership 5,000 Payment for products and services USER NUMBERS REVENUE PER YEAR 50,000 5,000 50 0 50 50 AVERAGE REVENUE PER USER £1.37 £1 £1.50 CONVERSION: skiing 10% 1% 0% 1% 1% £15,500 £3.87 *THESE NUMBERS ARE TOTALLY FICTIONAL

11. Track, prioritise, forecast: content, products Golf Football Skiing

13. Share our content Loyalty / action Blog / report / off-site Participate on-site Recommend us Aware / reads elsewhere Visitor Repeat visitor Registered user Aware / reads on our social presence S = Socially valuable C = Valuable content R = Valuable for reach R S C Users in relation to valuable actions R R C

14. Track value by keyword Golf Skiing 45% 30% 10% 25% 5% 30% 5% 20% Content creation Other socially valuable actions Financial value Reach KEY