Building a user base in the digital space can be tough. While no single platform or strategy can work for all business types, there are some simple models and frameworks you can leverage to engage, attract, activate and retain users. Learn the methods and tactics to drive serious user growth.

1. S C O T T E B A L E S . C O M
Y O U R
U S E R
B A S E
G R O W I N G
T H E S E C R E T S T O B U I L D I N G H I G H
P E R F O R M A N C E C O N V E R S I O N F U N N E L S

2. O B J E C T I V E S
understand key terms
successful metrics models
building conversion funnels
measuring productivity
generating traffic
key tools

3. Acquisition
Getting People to come to your site
Activation
Getting people to sign up for anything that could lead
to a repeat visit
Retention
Getting users to become active
Referral
Getting Users to ‘spread the word’ about your site
Revenue
Monetizing active users
T E R M I N O L O G Y

4. M E T R I C S M O D E L
@davemcclure

5. @sgblank
F U N N E L S

6. Category User State Conv % Est. Value
Acquisition
Visit Site
(or landing page, or external widget) 100% $0.01
Acquisition
Doesn't Abandon
(views 2+ pages, stays 10+ sec, 2+ clicks) 70% $0.05
Activation
Happy 1stVisit
(views X pages, staysY sec, Z clicks) 30% $0.25
Activation
Email/Blog/RSS/Widget Signup
(anything that could lead to repeat visit) 5% $1
Activation
Acct Signup
(includes profile data) 2% $3
Retention Email Open / RSS view -> Clickthru 3% $2
Retention
RepeatVisitor
(3+ visits in first 30 days) 2% $5
Referral Refer 1+ users who visit site 2% $3
Referral Refer 1+ users who activate 1% $10
Revenue User generates minimum revenue 2% $5
Revenue User generates break-even revenue 1% $25
M E A S U R E E N G A G E M E N T
@davemcclure

7. Experiment 1: 3% Experiment 2: 3.2%
!
Experiment 1: 3% Experiment 2: 6%
M E A S U R E P R O D U C T I V I T Y

8. Traffic Acquisition Activation Retention Referral Revenue
21515
60
100
M E A S U R E C O N V E R S I O N

9. I N P R A C T I C E

10. Viral / Referral
Search engine marketing (SEM)
Email blasts
Facebook posts / ads
Twitter posts / ads
Surveys, Quora, Reddit, LinkedIn, etc.
Tele-Marketing
Blogs / Bloggers
Get Creative
Interviews
…Get creative
C R E AT I N G T R A F F I C

11. C A S E S T U D Y
@lean

14. STOP adding features
Find the ONE THING users LOVE
How? TAKE SHIT AWAY
When they SCREAM, you’ve found it
Then bring it back… only better
Tip: Kill a Feature EVERY WEEK
R E T E N T I O N

15. T O O L S

16. m o b i l e i s m o re t h a n t e c h n o l o g y
T H E F U T U R E I S M O B I L E
b i t . l y / m o b i l e re a d y b o o k

17. GROW
ING
YOUR
USER
BASE
s c o t t e b a l e s . c o m / f e e d b a c k