Date post: | 19-Jul-2015 |
Category: |
Marketing |
Upload: | taylor-scollon |
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GrowthPresented by Taylor Scollon
Retention matters most
% a
ctiv
e m
onth
ly u
sers
days from acquisition30
How to measure retention
Total Users
% a
ctiv
e m
onth
ly u
sers
days from acquisition30
This is good
% a
ctiv
e us
ers (
mon
thly
)
days from acquisition30
This is bad
Retention Rate = ((CE-CN)/CS)) X 100
CE = Customers at end of period CN = Customers acquired during period CS = Customers at start of period
Retention Rate = ((500-100)/550)) X 100Retention Rate = 72%
Good retention rates depend on your business model
What’s your most important metric?
Nights booked Monthly Active Users
What is the magic moment that drives that metric?
First stay Adding 10 friends
Virality
Factor of payload, frequency, and conversion rate
Payload Low Low High
Frequency High Low Low
Conversion Rate High High High
Invite
Send
# invited
Convert
5%
1
50
10%
K Factor = 0.25
K Factor > 1 = Free Growth
SEO
Keyword research
Backlinks
Site structure
Paid
Test creative Test audiences
Test landing pages
Try to reduce marketing costs by building renewable audiences