• Conduct usability testing to optimize customer activation
• Match metrics to business types
• Create a customer oriented culture and build a vibrant community
• Increase referrals among current customers and use social media graphs to increase virality
4. I'm Eric Metelka, founder and CEO of Full Stack
Marketing, a full featured digital marketing
consulting firm for startups. I am a former
management consultant and the former digital
marketing manager at BestVendor.
@eric3000
5. My Goals for Today
You know how to choose the one metric
that matters to your product or brand
You are able to guide and construct a
usability test
You can align user behaviors and
motivations to create engagement
You understand the tactics to increase
referrals in your product
@eric3000
6. What I Am Going to Cover
☐ Introduction & Definitions – 30 mins
☐ Matching Metrics - 30 mins
☐ Activation – 30 mins
☐ Engagement – 30 mins
☐ Referral & Virality – 30 mins
☐ Recap/Evaluation/Questions - 15 mins
@eric3000
8. Acquisition – noun /ˌækw ɪˌzɪʃ(ə)n/
• The process of buying something or
obtaining it in some other way
• When a customer comes to the site from
various channels or downloads an app
@eric3000
9. Examples of Acquisition
(note: not actuals)
Category User Status Conv % Est. Value
Acquisition Visit Site 100% $.01
(or landing page, or external widget)
Acquisition Doesn't Abandon 70% $.05
(views 2+ pages, stays 10+ sec, 2+ clicks)
@eric3000
10. Activation – noun /ˌ æktɪˌve ɪʃ(ə)n/
• Making a piece of equipment or a process
start working
• Starting the use of a product, often by
creating a login
• In ecommerce, starting the shopping process
by completing at least transaction
• In Mobile, using the basic features of the app
• Customer enjoys 1st visit: "happy" user
experience
@eric3000
11. Examples of Activation
(note: not actuals)
Category User Status Conv % Est. Value
Acquisition Visit Site 100% $.01
(or landing page, or external widget)
Acquisition Doesn't Abandon 70% $.05
(views 2+ pages, stays 10+ sec, 2+ clicks)
Activation Happy 1st Visit 30% $.25
(views X pages, stays Y sec, Z clicks)
Activation Email/Blog/RSS/Widget Signup 5% $1
(anything that could lead to repeat visit)
Activation Acct Signup 2% $3
(includes profile data)
@eric3000
12. Engagement - noun /ɪnˌ ɡeɪdʒmənt/
• The feeling of being involved in a
particular activity
• The period of time during which a user
such stays involved with your product
• Customers come back and visit site
multiple times
@eric3000
13. Examples of Engagement
(note: not actuals)
Category User Status Conv % Est. Value
Acquisition Visit Site 100% $.01
(or landing page, or external widget)
Acquisition Doesn't Abandon 70% $.05
(views 2+ pages, stays 10+ sec, 2+ clicks)
Activation Happy 1st Visit 30% $.25
(views X pages, stays Y sec, Z clicks)
Activation Email/Blog/RSS/Widget Signup 5% $1
(anything that could lead to repeat visit)
Activation Acct Signup 2% $3
(includes profile data)
Engagement Email Open / RSS view -> Clickthru 3% $2
Engagement Repeat Visitor 2% $5
(3+ visits in first 30 days)
@eric3000
14. ɪ
Virality- noun /vʌɪˌral ti/
• The tendency of an image, video, or piece
of information to be circulated rapidly and
widely from one Internet user to another
• Customers like product enough to refer
others
@eric3000
15. Examples of Virality
(note: not actuals)
Category User Status Conv % Est. Value
Acquisition Visit Site 100% $.01
(or landing page, or external widget)
Acquisition Doesn't Abandon 70% $.05
(views 2+ pages, stays 10+ sec, 2+ clicks)
Activation Happy 1st Visit 30% $.25
(views X pages, stays Y sec, Z clicks)
Activation Email/Blog/RSS/Widget Signup 5% $1
(anything that could lead to repeat visit)
Activation Acct Signup 2% $3
(includes profile data)
Engagement Email Open / RSS view -> Clickthru 3% $2
Engagement Repeat Visitor 2% $5
(3+ visits in first 30 days)
Virality Refer 1+ users who visit site 2% $3
Virality Refer 1+ users who activate 1% $10
@eric3000
17. Types of Metrics & Measurement
• Qualitative: Usability Testing / Session Monitoring
– Watch what users do, figure out problems & solutions from small # of
users
• Quantitative: Traffic Analysis / User Engagement
– Report what users do, track usage & conversion %'s for all or empirical
sample # of users
• Comparative: A/B, Multivariate Testing
– Compare what users do in one scenario vs another, see which
copy/graphics/UI are most effective
• Competitive: Monitoring & Tracking Competitors
– Track competitor activity & compare against yours; if possible compare
channels, keyword traffic, demographic targeting, user satisfaction, etc.
@eric3000
27. Customer Funnel
SEO Campaigns,
SEM PR Contests Biz Dev
Social
Networks
Blogs Affiliates
Apps & Direct, Tel,
Widgets Email TV
Domains
1. ACQUISITION
Website.com
@eric3000
28. Customer Funnel
SEO Campaigns,
SEM PR Contests Biz Dev
Social
Networks
Blogs Affiliates
Apps & Direct, Tel,
Widgets Email TV
Domains
1. ACQUISITION
Marketing Channels:
•Largest volume (#)
•Lowest cost ($)
•Best performing (%)
Website.com
@eric3000
29. Customer Funnel
SEO Campaigns,
SEM PR Contests Biz Dev
Social
Networks
Blogs Affiliates
Apps & Direct, Tel,
Widgets Email TV
Domains
1. ACQUISITION
Homepage / Landing
Page
Product
Features
Website.com
@eric3000
30. Customer Funnel
SEO Campaigns,
SEM PR Contests Biz Dev
Illustrative Activation
Social
Networks Criteria:
Blogs Affiliates
Apps & Direct, Tel, • 10-30+ seconds
Widgets Email TV
1. ACQUISITION • 2-3+ page views
Domains
• 3-5+ clicks
Homepage / Landing • 1 key feature usage
Page
Product
Features
Website.com
@eric3000
31. Customer Funnel
SEO Campaigns,
SEM PR Contests Biz Dev
Illustrative Activation
Social
Networks Criteria:
Blogs Affiliates
Apps & Direct, Tel, • 10-30+ seconds
Widgets Email TV
1. ACQUISITION • 2-3+ page views
Domains
• 3-5+ clicks
Homepage / Landing • 1 key feature usage
Page
Product Do LOTS of landing
Features page tests & A/B tests -
just make lots of dumb
guesses & iterate QUICK
Website.com
@eric3000
32. How to Test Activation
• Performance - an objective measure of
how well a particular website works. It is
strictly utilitarian, and it is concerned
primarily with effectiveness and efficiency.
@eric3000
33. Performance Metrics
Task Test - observing the
steps testers take to
complete task actions
@eric3000
34. How to Test Activation II
• Satisfaction - a subjective measure of
how users feel while interacting with a
website. It is concerned with how the
information looks, how the content is
organized, and how the user feels
navigating around the site.
@eric3000
35. Satisfaction Testing
Open-Ended Test –
monitoring tester
exploration of the site
without specific instructions
@eric3000
43. Customer Funnel Campaigns,
SEO
SEM PR Contests Biz
Social
Network Dev
Blogs Affiliates
s
Apps & Direct,
Widgets Email Tel, TV
Domains
1. ACQUISITION
Homepage / Landing
Page
Automated
Emails
Product
Features
System Events & Time-
based Features
Blogs, Content
Website.com
@eric3000
44. Customer Funnel Campaigns,
SEO
SEM PR Contests Biz
Social
Network Dev
Blogs Affiliates
Automated emails are simple & s
Apps & Direct,
easy retention feature. Lifecycle Widgets Email Tel, TV
emails @ +3, +7, +30d Domains
1. ACQUISITION
Homepage / Landing
Page
Automated
Emails
Product
Features
System Events & Time-
based Features
Blogs, Content
Website.com
@eric3000
45. Customer Funnel Campaigns,
SEO
SEM PR Contests Biz
Social
Network Dev
Blogs Affiliates
Automated emails are simple & s
Apps & Direct, Tel
easy retention feature. Lifecycle Widgets Email , TV
emails @ +3, +7, +30d Domains
1. ACQUISITION
Homepage / Landing
Page
Event-based emails Automated
Emails
as they occur Product
Features
System Events & Time-
based Features
Blogs, Content
Website.com
@eric3000
46. Customer Funnel Campaigns,
SEO
SEM PR Contests Biz
Social
Network Dev
Blogs Affiliates
Automated emails are simple & s
Apps & Direct,
easy retention feature. Lifecycle Widgets Email Tel, TV
emails @ +3, +7, +30d Domains
1. ACQUISITION
Homepage / Landing
Page
Event-based emails Automated
Emails
as they occur Product
Features
System Events & Time-
based Features
Blogs, Content
Email newsletters
weekly/monthly Website.com
@eric3000
48. Citysearch had a 28-month head
start and had collected more than
112,000 restaurant reviews by the
time Yelp had its first restaurant
review
@eric3000
50. How Did Yelp Build Community?
Tie Identity & Yelp members have a public profile page that
Reputation to records their activities
Product
Member reviews rated as intelligent, fair,
Encourage Quality knowledgeable, public- spirited, and cool
with Signals
Members rewarded with “elite” status in profile
On-line and Off-line Exclusive access to offline parties and events
Rewards
Some members are hired as community
Empowering Users managers
Discussion forum for further adding to the site’s
social aspects
@eric3000
56. Align user motivation, behavior, and long-
term value
Reward members for their contribution
Re-engage your customers via the
appropriate channel (Email today)
Listen to your customers and understand
how they are using your product
@eric3000
58. Customer Funnel
SEO Campaigns,
SEM PR Contests Biz
Social
Networ Blogs Affiliate Dev
ks
Apps & s Direct,
Widgets Email Tel, TV Campaigns,
Domain
1. ACQUISITION Contests
s
Homepage / Landing
Emails & Page
Alerts
Emails &
Product widgets
System Events & Time- Features
based Features
Blogs, Content
Website.com
@eric3000
59. Customer Funnel
SEO Campaigns,
SEM PR Contests Biz
Social
Networ Blogs Affiliate Dev
ks
Apps & s Direct,
Widgets Email Tel, TV Campaigns,
Domain
1. ACQUISITION Contests
s
Homepage / Landing
Emails & Page
Alerts
Emails &
Product widgets
System Events & Time- Features
based Features
Blogs, Content
Only encourage users to
refer *after* they have
“happy” user experience;
Website.com avg score >= 8 out of 10
@eric3000
61. Calculating Growth
Number of
Invitations
Invitations
Accepted
Viral Sent
coefficient = X
(K) Number of
Number of
Invitations
Users
Sent
@eric3000
62. Calculating Growth
Invitations
Accepted
Viral
coefficient =
(K)
Number of
Users
@eric3000
63. Math
You have 2000 customers
Those customers invite 5000 of their
friends
Of those invitations, 500 are accepted
@eric3000
64. Math
You have 2000 customers
Those customers invite 5000 of their
friends
Of those invitations, 500 are accepted
How fast are you growing?
Are you viral?
@eric3000
65. Math
You have 2000 customers
Those customers invite 5000 of their
friends
Of those invitations, 500 are accepted
How fast are you growing? K = .25
Are you viral? No
@eric3000
67. Math
You have 2000 customers
Those customers invite 5000 of their
friends
Of those invitations, 2500 are accepted
How fast are you growing?
Are you viral?
@eric3000
68. Math
You have 2000 customers
Those customers invite 5000 of their
friends
Of those invitations, 2500 are accepted
How fast are you growing? 1.25
Are you viral? Yes!
@eric3000
71. How to Increase K
Conversion
K = i X
%
Make invites central to the product
Network effects
Reward for invites
Dropbox
Gamification
Make sending invites easy
Social sharing
@eric3000
72. How to Increase K
Conversion
K = i X
%
Test invite creative
Test invite format
Social?
Email?
SMS?
Test sign-up incentives
Dropbox
@eric3000
76. So Should I Put Like Buttons Everywhere?
@eric3000
77. So Should I Put Like Buttons Everywhere?
How can a customer create content that
reaches non-customers?
@eric3000
78. So Should I Put Like Buttons Everywhere?
How can a customer create content that
reaches non-customers?
How does a customer’s experience get
better when they are connected to more
users?
@eric3000
79. So Should I Put Like Buttons Everywhere?
How can a customer create content that
reaches non-customers?
How does a customer’s experience get
better when they are connected to more
users?
How does a customer benefit from
reaching out to a non-user?
@eric3000
80. So Should I Put Like Buttons Everywhere?
How can a customer create content that
reaches non-customers?
How does a customer’s experience get
better when they are connected to more
users?
How does a customer benefit from
reaching out to a non-user?
What percentage of growth comes from
this channel versus others?
@eric3000
This is the customer funnel. Who is familiar with this? SEO goals were about acquiring and activating customers. But there other part of the funnel are…
Each part of the funnel is associated with different metrics
We can figure out what metric your company needs to focus on, and where in the funnel, if we know two things…Any terms you don’t understand?
SEOmoz – Saas & empathy (revenue)CAC = Customer Acquisition CostCLV = customer lifetime valueWoM = word of mouthCPE = cost per engagementARPDAU = average revenue per daily active user
Split room into three. Have each group pick a company and discuss these two questions- Media- software app- e-commerce
In 2009, NPR engaged in extensive usability testing to inform the redesign of its website. The process was guided by several different types of performance and satisfaction testing, which included interviewing, user needs exploration, guided brainstorming, prototyping, and several rounds of more traditional usability testing. NPR’s site objectives emphasized the need for an intuitive, streamlined user experience for both the visitors to the site and the staff responsible for adding content. Other key considerations included designing an experience that makes it easy to combine reading with listening, increasing mobile accessibility, and developing a fresh “look” that matches the familiar “sound” of NPR programming.
Discuss satisfaction and performance
Not only does Yelp get more reviews than its predecessors, but it also has a much more loyal base of reviewers. The vast majority of people who left reviews on Citysearch and Yahoo Local only posted one or a couple reviews, while only a small fraction of Yelp users have posted just one review.
People want to be proud about what they display. How can they do that? Is it email? Text? Or do you rely on a social graph?