More Happy People

Transcript

1. Help people engage successfully with your company using data and targeted outreach
2. Colin Nederkoorn @alphacolin
4. Why listen to anything I have to say?
5. 400 + Customers Sending 45 million emails each month
6. They pay us money
9. I think a lot about conversions… This could be a lot better…
10. … and user churn This is really bad.
11. What’s inside? Signup Cancel ONBOARDING RETENTION Purchase User Lifecycle
12. A note on push notifications vs email. Image via www.digitaltrends.com
13. Reduce the friction
15. Removing 3 form fields increased sign ups by 11%
16. Lower the barrier from acquisition to activation
17. You can always ask for more info later
18. Give more before asking people to sign up.
25. Helping new signups be successful
27. Use progressive disclosure with your app and on-boarding
29. Not blocking…
37. Ok… I guess I should click this now.
38. Case B Case A
39. Hypothetical Airbnb Funnel Started Listing Published Listing Booked first visitor Left feedback 5% of sign ups 23% of Started Listing 12% of Published Listing 73% of Booked first visitor
40. What if people get stuck? Use Red Flag metrics to email / push
41. Added item to cart Didn’t check out
42. Created a store Didn’t add products
43. Hasn’t sent data Signed up
44. Sent data Free account Hasn’t sent 3 newsletters Hasn’t created a segment
45. How to figure out your own RFMs Talk to people who: Converted Talk to people who: Didn’t convert + Look at your data!
47. Things to do post purchase (or post activation if you don’t sell something)
48. Understand your audience. • Talking 1-on-1 • Surveys • Net promoter score • Post-cancellation outreach
49. Talking 1-on-1 • Pre-product • Your first 100 sign ups • Your first 100 customers • Encourage people to email / call you.
50. Surveys
54. Qualitative feedback too…
55. Net promoter score How likely are you to recommend us to a friend? Not Likely Extremely Likely 10 9 8 7 6 5 4 3 2 1 Promoters Passives Detractors NPS = % of Promoters - % of Detractors
56. • Apple - 79 • Adobe - 46 • Google - 73 • Barnes & Noble online - 74 • American Express - 47 • Verizon - 10 • DIRECTV - 20 Example NPS scores http://www.startuplessonslearned.com/2008/11/net-promoter-score-operational-tool-to.html
58. Purchased 2 times ! Treat a friend!! ! ! Have any friends who would benefit from our widgets? ! If you refer a friend we’ll give you both a discount of 20% on your next purchase. ! Give 20% off to a friend
59. Reward power users Spent > $5000 List > 5 properties Stayed > 30 nights or Buyers Sellers Earned > $20,000 or
60. Sent a payment 3 times
61. Stickers! Sent a payment 6 times
62. A dirty word (NSFW) CANCELED
63. Cancellation outreach
65. How we handle it.
66. - Reducing friction - Progressive enhancement - A clear funnel Signup Cancel ONBOARDING RETENTION Purchase User Lifecycle - Understanding customers - Incentivizing loyalty - Leveraging that loyalty
67. Questions? (and a quick break)
68. Part 2: Let’s talk about you.