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More Happy People
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Colin Nederkoorn
May 07, 2014
Business
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More Happy People
Colin Nederkoorn
May 07, 2014
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Transcript
Help people engage successfully with your company using data and
targeted outreach
Colin Nederkoorn @alphacolin
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Why listen to anything I have to say?
400 + Customers Sending 45 million emails each month
They pay us money
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I think a lot about conversions… This could be a
lot better…
… and user churn This is really bad.
What’s inside? Signup Cancel ONBOARDING RETENTION Purchase User Lifecycle
A note on push notifications vs email. Image via www.digitaltrends.com
Reduce the friction
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Removing 3 form fields increased sign ups by 11%
Lower the barrier from acquisition to activation
You can always ask for more info later
Give more before asking people to sign up.
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Helping new signups be successful
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Use progressive disclosure with your app and on-boarding
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Not blocking…
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Ok… I guess I should click this now.
Case B Case A
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
What if people get stuck? Use Red Flag metrics to
email / push
Added item to cart Didn’t check out
Created a store Didn’t add products
Hasn’t sent data Signed up
Sent data Free account Hasn’t sent 3 newsletters Hasn’t created
a segment
How to figure out your own RFMs Talk to people
who: Converted Talk to people who: Didn’t convert + Look at your data!
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Things to do post purchase (or post activation if you
don’t sell something)
Understand your audience. • Talking 1-on-1 • Surveys • Net
promoter score • Post-cancellation outreach
Talking 1-on-1 • Pre-product • Your first 100 sign ups
• Your first 100 customers • Encourage people to email / call you.
Surveys
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Qualitative feedback too…
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
• 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
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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
Reward power users Spent > $5000 List > 5 properties
Stayed > 30 nights or Buyers Sellers Earned > $20,000 or
Sent a payment 3 times
Stickers! Sent a payment 6 times
A dirty word (NSFW) CANCELED
Cancellation outreach
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How we handle it.
- Reducing friction - Progressive enhancement - A clear funnel
Signup Cancel ONBOARDING RETENTION Purchase User Lifecycle - Understanding customers - Incentivizing loyalty - Leveraging that loyalty
Questions? (and a quick break)
Part 2: Let’s talk about you.