User flow: adding the numbers

Mariam Cook

@MariamCook

£$€

Summary

1. Determine numbers throughout user flow

2. Determine revenue streams in relation to users

3. Identify revenue in relation to keywords / products

4. Consider other valuable community actions

5. Consider all valuable behaviour per keyword

6. Optimise resource allocation, content, campaigns

7. Forecast users, members, revenue, profit

AWARENESS

VISIT

REPEAT VISIT

MEMBER

ACTIVE MEMBER

Advertising / partners

Member referrals / word of mouth

Integrated Marcoms / social media

Natural search

Positioning of ad/link

Strength of message

Brand proposition - suitability

Rapid updates to relevant, compelling content

Good user experience

Reasons to register

Participate without sign-up

Display enhanced status

Ease of registration

Diverse ways to participate

Promotions / special offers

Encourage / reward positive community culture

More platform dependent

Less platform dependent

Website User Flow

Diverse ways to participate

Selling in bulk to organisations / companies for their staff

VISIT

REPEAT VISIT

MEMBER

ACTIVE MEMBER

Website User Flow / Revenue Sources

PREMIUM MEMBER

PAYING USER

USER REVENUE

Positioning of ad/link

Appealing message / headline

Brand reputation

Relevant / compelling content

Good user experience

Reasons to register

Participate without sign-up

Display enhanced status

Ease of registration

Promotions / special offers

Encourage / reward activity

Valuable, diverse & personalised benefits

Products and services people wantTell them why: buy via us to keep us going

£$€Advertising,

affiliates, sponsorship

£$€Premium

membership

£$€Payment for products and

services

Strong group ties

Low commitment options / low cost trial periods

Earn status / added benefits for helping the site

WAYS TO ACHIEVE

VISIT

REPEAT VISIT

MEMBER

ACTIVE MEMBER

Put in the numbers*

£$€Advertising,

affiliates, sponsorship

PREMIUM MEMBER

PAYING USER

£$€Premium

membership

£$€Payment for

products and services

USER NUMBERS REVENUE PER YEAR

50,000

25,000

35,000

10,000

1,000

1,000

£150,000

£20,000

£90,000

*THESE NUMBERS ARE TOTALLY FICTIONAL

Study conversion, costs, revenue

• User conversion: – Visitor to member– Member to active member– Member to premium member– Visitor to premium member– Visitor to paying user

• Revenue:– Average advertising / sponsorship revenue per user– Average revenue per premium member– Average revenue per paying user– Overall average revenue per user

• Costs:– Per referral– Per premium member

VISIT

REPEAT VISIT

MEMBER

ACTIVE MEMBER

Add conversions, calculate averages

£150,000Advertising,

affiliates, sponsorship

PREMIUM MEMBER

PAYING USER

£20,000Premium

membership

£90,000Payment for products and

services

USER NUMBERSREVENUE PER

YEAR

50,000

25,000

35,000

10,000

1,000

1,000

AVERAGE REVENUE PER USER

£1.37

£20

£90

CONVERSION: VISITORS

50%

70%

20%

2%

2%

£260,000 £5.20

*THESE NUMBERS ARE TOTALLY FICTIONAL

Track, prioritise, forecast: revenue streams

Premium membership

Advertising, affiliates,

sponsorship

Payment for products and

services

Study keywords

• Most content is organised by subject areas / categories / keywords

• But how do they relate to membership, premium membership and other valuable actions?

• Choose where to optimise: adapt / build on / remove weak areas or capitalise on strong

VISIT

REPEAT VISIT

MEMBER

ACTIVE MEMBER

Determine value per keyword

£1,000Advertising,

affiliates, sponsorship

PREMIUM MEMBER

PAYING USER

£500Premium

membership

5,000Payment for products and

services

USER NUMBERSREVENUE PER

YEAR

50,000

5,000

50

0

50

50

AVERAGE REVENUE PER USER

£1.37

£1

£1.50

CONVERSION: skiing

10%

1%

0%

1%

1%

£15,500 £3.87

*THESE NUMBERS ARE TOTALLY FICTIONAL

Track, prioritise, forecast: content, products

Golf

Football

Skiing

Don’t neglect other types of value

• Participation• Content creation• Content sharing• Spreading the word• Recommending to friends

Share our content

Loyalty / action

Blog / report / off-site

Participate on-site

Recommend us

Aware / reads elsewhere

Visitor

Repeat visitor

Registered user

Aware / reads on our social presence

S = Socially valuable

C = Valuable content

R = Valuable for reach

R

S

C

Users in relation to valuable actions

R

R

C

Track value by keyword

Golf Skiing

45%

30%

10%

25%

5%

30%

5%

20%

Content creation

Other socially valuable actions

Financial value

Reach

KEY

Summary

1. Determine numbers throughout user flow

2. Determine revenue streams in relation to users

3. Identify revenue in relation to keywords / products

4. Consider other valuable community actions

5. Consider all valuable behaviour per keyword

6. Optimise resource allocation, content, campaigns

7. Forecast users, members, revenue, profit