Embed Size (px)
DESCRIPTION
Persuading your visitors to actually pay for your online content is probably the most difficult project you'll ever get into. You should ask ask an expert - Like John Ekman who runs Scandinavia's top Conversion Optimization Consultancy - Conversionista. John will turbo-charge your project with hands-on advice from his work with Spotify, Bonnier, IDG and more.
Citation preview
2014-10-09
Get your visitors to play, stay & PAY!
INMA - Tallinn
You know like - Get them over the payment wall
John Ekman - aka Chief Conversionista
My “Holy Discontent” was that web projects were driven by tech and aimed at winning design awards NOT at reaching business goals
2
Started Conversionista 2010
Goal: Become optimization
thought leader in
Scandinavia
International blogger &
speaker
Tons have happened since….
✓ 300 projects
✓ 15 employees
✓ Conversion Jam x 4
✓ Conversion Manager x 60
Look, at all we’ve learned!
4
This is where you’re at folks.
You have chosen possible death
before certain death
Ouch, that hurt man!!!
Ok, lets’ roll back the tape
10
Maximize customer lifetime value
I mean the whole-enchilada-my-way-or-the-highway-Rockefeller-double-whammy kind of goal?
THE GOAL
What is your nr 1 business goal? !
12
Your most important equation
13
Acquisition Cost
Customer lifetime value
Your most important equation
14
Acquisition Cost
Customer lifetime value
You're in trouble
15
You’re in the intensive care
“Until you’ve figured out a way to revolutionize
marketing.
You are in the business of maximising customer
lifetime value”
16
So, what is then the job of your web site?
18
A machinery for harvesting customer insights
Media customer lifecycle
New media - Onboarding
20
VisitorRegistered prospect
Active prospect
Paying member
Payment
Acquisition
Conversion Activation
Onboarding
21
VisitorRegistered prospect
Active prospect
Paying member
Staying Member
Payment
Acquisition
Conversion Activation
Staying members
Onboarding
22
VisitorRegistered prospect
Active prospect
Paying member
Staying Member
Returning Member
Churned Member
Payment
Acquisition
Conversion Activation
Churn
Re- activation
Onboarding
Retention
Oh no - We lost one!
23
VisitorRegistered prospect
Active prospect
Paying member
Staying Member
Returning Member
Churned Member
Payment
Acquisition
Conversion Activation Retention
Churn
Re- activation
Sharing member/prospect
Referred prospect
Happy members bring more members
24
VisitorRegistered prospect
Active prospect
Paying member
Staying Member
Returning Member
Churned Member
Payment
Acquisition
Conversion Activation Retention
Churn
Re- activation
How NOT to do it!
Newsletter
Campaign
Campaign
25
26
27
28
We’re in the business of nudging
29
“At every point in your prospects journey you need to ask yourself the question:
!
What do I want them to do next?”
30
31
VisitorRegistered prospect
Active prospect
Paying member
Staying Member
Returning Member
Churned Member
Payment Conversion
Optimization
Acquisition
Registration Conversion
Optimization
Activation Program
Retention Program
Churn
Re- activation Program
New media customer life cycle
The dreaded wall
To hit the wall
33
Price
Test/trialPayment options
Easy signup
To hit the wall
34
Conversion Optimization
To hit the wall
35
Activation
36
VisitorRegistered prospect
Active prospect
Paying member
Acquisition
Activation Program
New media customer life cycle
“Activating users in the trial phase is the most import factor for converting them to paying
members after the trial”
This is the brutal reality
37
The activation program
38
1. Take nothing for granted - Users have
no idea what you are doing
2. Create “Micro-conversion paths”
3. Focus on key usage patterns which
predict final conversion
4. Ask customers!
5. Test!
Can we make the wall “softer”?
The hard wall
40
The soft wall
41
Now you take them on a journey of increasing engagement and progressive profiling
This is only the first step…..
Phone nr? !Share on Facebook? !Recommend to friends? !Connect with Google ? !
42
5 more articles free !1 week free !1 week access to archive !1 Month premium trial !
Hey what about the “free abusers”????!!!!
43
Yes
Nos
3%
97%
Your sphere of influence
44
Definite Yes
Definite Nos
No-maybes
Maybe-Nos
Maybe-Yes
Yes-Maybes
These are people who will:
Consume your content & Never pay
Not consume your content & Never pay
Thanks to Tim Ash for the Inspiration
Case Spotify Cancellation
Original
46
The new version
47
Switch to free?
48
Trying to save money
49
The final push
50
The results?
51
Do this!
Or stay in the intensive care
