onboard like a juggernaut - elite camp 2015
TRANSCRIPT
A juggernaut, in current English usage, is a
literal or metaphorical force regarded as
mercilessly destructive and unstoppable.
Onboard like a Juggernaut
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SaaS customer lifecycle model
Acquisition
VisitorRegistered Prospect
ActiveUser
PayingCustomer
StayingCustomer
ReturningCustomer
Churned Customer
Referred Prospects
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Test summary
1. No-one looked at the down arrow
2. No-one scrolled
3. No-one understood Jack Sh*t
Three test persons:
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What they came back with Konvertering - Gör besökare till kunder
Hur vill du förbättra din konvertering?
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The wrong conclusion
“Since there is no fold no more - I, lazy designer, do not have to worry about
this scroll stuff anymore.”
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Waddabout this?
“We have looked into data to see if users scroll and
how our design can make them scroll (if that’s what
we want?)”
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The video hero shot sucks because…
1. It distracts from the conversion goal
2. It messes up readability
3. “Text on image” is interpreted as “image”
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April’s newsletter from CouldNotCareLess.com
Click here to view this newsletter on the Web. Unsubcribe here. News abou…
We are proud to announce CloudApp 2.1!
Some inward looking text a bout a new feature nobody really gives a sh-t about.
See us in Chicago
We are going to the CloudSummitWhatever - Meet us there
New Customers
Bapple. Moogle. Cakebook - These our just some of our new customers this month
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This shit is hot!
These guys are doing something right, let’s find out what!
1. Started June 2014
2. Beta September 2014 - ended April 2015
3. Right now: 32,620 users.
4. 50% of these are active users
5. 200 signups per day
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The Beta in numbers...
Users joining the Beta
18,003 7,321
Active Beta Users
6,646 Conversations with the Hotjar Team
Sites setup in Hotjar
951 GB
Hotjar Database
681FeatureSuggestions
7Length of Hotjar Beta in months
231 Bugs Addressed
45,283 Lines of code
69 Requested Features
SHIPPED43,332 Heatmaps
424,250 Polls & SurveysResponses
12,280,811 Recordings
TOOL USAGE
22,803
5,457 Funnels
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Climb up the ladder
Newsletter
Sit on frog’s *ss
Activation series of email*
Targeted Activation series
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What influences activity, conversion & retention?
ActiveUser
PayingCustomer
StayingCustomer
Something that goes on
here will make this happen
Something that goes on
here will make this happen
RegisteredProspect
Something that goes on
here will make this happen
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Find your Aha moment!
Dropbox
Zynga
Growth hacking: leading indicators of engaged users
Follow 30 people
At least one file upload
Coming back the day after download
7 friends within 10 days
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Climb up the ladder
Newsletter
Sit on frog’s *ss
Activation series of email*
Targeted Activation series
Triggered
Triggered
Premium trial for US market
High Dropoff rate
Original
You must leave your credit card details in order to start your 30 day free trial
WHY?
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Input to the hypothesisWe made a short exit survey.
The main reason stated:
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“I don’t want to leave my credit card details for something that is free”!
Hypothesis:Give the user “A reason why”
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We only use this to verify your account, you won't be charged anything for your trial
We need this just in case you decide to stay Premium after your free month
We need this because our music deals only allow free trials for users that are credit card or PayPal holders
A
B
C
The result
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Original
“We only use this to verify…”
Blame the record companies
“In case you decide to stay…”
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Registered PayingActive Staying
1. Moving your bottlenecks
2. Activation is your biggest problem
3. Don’t ask for the credit card
4. Cohort Analysis
5. Predictive Analytics