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All organizations need a
community
Brands sell products
Campaigns promote ideas
Non-profits raise money
Publishers distrib...
We use speed and science
to grow renewable communities
Adrenaline builds renewable
communities online
[re-new-a-ble] relating to a
resource that is never used up
or that can be ...
Renewable communities are
critical to the success of all
organizations
✓ Improve return on investment
✓ Increase loyalty a...
Adrenaline turns small
communities into big
communities
Brands sell more product
Ideas spread more widely
Non-profits rais...
How do we build
renewable communities?
Building communities is
about growth, so that’s what
we focus on.
Our process is proven to
achieve growth and maximize
ret...
Step 1
Map out your conversion
funnel
We consult with you to
determine each stage of your
signup process.
Step 2
Enter baseline data into
model
Capture baseline data for
each stage of the conversion
funnel and input into our
mod...
Step 3
Generate hypotheses to
increase % at each stage
We determine your key
performance indicators (KPIs)
for each stage ...
Step 4
Assess potential impacts
Alter the model to explore
potential effects of each
hypothesis and select the best
idea f...
Step 5
Execute best idea
We implement the best
hypothesis and measure
results, adjusting the model
accordingly.
Step 6
Rinse and repeat
Permanently implement
successful features. Repeat
from Step 2 to continue
improving KPIs.
What is a conversion funnel?
It’s critical to think about
your organization’s
conversion funnel.
Your website or app isn’t a
storage closet for content...
Example conversion funnel
LANDING
PAGE
EMAIL
SIGNUP
USE 3+
TIMES
PAID
ACCOUNT
40% 55% 25%
STAGE ACTION CONVERSION RATE
Landing page Email signup 40%
Any page on site Time on page > 2
minutes
55%
Paid account sign...
How does all of
this work in practice?
Example
Non-profit fundraising
Example: non-profit fundraising
Someone searches for
news stories about a
humanitarian issue.
They see a contextual
search...
Example: non-profit fundraising
They land on a page
about the issue with a
simple petition form.
Example: non-profit fundraising
They are re-directed to a
supporter sign up page
where they are asked for
more information...
Example: non-profit fundraising
Users are then sent to a
donation form and asked
for a contribution.
Our conversion funnel
STAGE ACTION CONVERSION RATE
Advertisement Click on ad 20%
Petition Sign petition 70%
Supporter prof...
How could we improve this?
Increase click-through rate on ads
Increase signup rates on each
page
Reduce steps in funnel
Our conversion funnel
Higher click-through rate on ads
STAGE ACTION CONVERSION RATE
Advertisement Click on ad 40%
Petition...
Our conversion funnel
Higher sign up rates
STAGE ACTION CONVERSION RATE
Advertisement Click on ad 20%
Petition Sign petiti...
Our conversion funnel
Fewer steps in funnel
STAGE ACTION CONVERSION RATE
Advertisement Click on ad 20%
Petition Sign petit...
Example
Product marketing
Example: product marketing
People see an ad in their
Facebook feed for a
consumer product and
click on it.
Example: product marketing
The user is sent to a
landing page where they
are asked for an email
and postal code to
receive...
Example: product marketing
Based on their postal
code and the ad
clicked on, the user is
redirected to the page
for a prod...
Example: product marketing
The user clicks on a
product and remains on
the page for 20 seconds
before closing their
browse...
Example: product marketing
48 hours later the user
automatically receives
an email suggesting
that they purchase the
produ...
Example: product marketing
The user clicks
through the email and
completes the
purchase.
Our conversion funnel
STAGE ACTION CONVERSION RATE
Advertisement Click on ad 40%
Landing page Email signup 65%
Featured pr...
Start growing
your community today
Growing communities
Prochain SlideShare
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Growing communities

Growing and leveraging communities is critical to marketing of all stripes, whether it's a brand selling a product or an advocacy group spreading an idea.

Adrenaline helps organizations use speed and science to build and leverage renewable communities.

This presentation outlines our process for building renewable communities with concrete examples explaining how to use data and experimentation to achieve growth.

Learn more about growing communities and Adrenaline at http://www.adrenalineco.com

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Growing communities

  1. 1. All organizations need a community Brands sell products Campaigns promote ideas Non-profits raise money Publishers distribute content
  2. 2. We use speed and science to grow renewable communities
  3. 3. Adrenaline builds renewable communities online [re-new-a-ble] relating to a resource that is never used up or that can be replaced by new growth
  4. 4. Renewable communities are critical to the success of all organizations ✓ Improve return on investment ✓ Increase loyalty and trust ✓ Encourage word of mouth sharing, grow naturally ✓ There when you need them
  5. 5. Adrenaline turns small communities into big communities Brands sell more product Ideas spread more widely Non-profits raise more money Publishers reach more people
  6. 6. How do we build renewable communities?
  7. 7. Building communities is about growth, so that’s what we focus on. Our process is proven to achieve growth and maximize return on investment.
  8. 8. Step 1 Map out your conversion funnel We consult with you to determine each stage of your signup process.
  9. 9. Step 2 Enter baseline data into model Capture baseline data for each stage of the conversion funnel and input into our model.
  10. 10. Step 3 Generate hypotheses to increase % at each stage We determine your key performance indicators (KPIs) for each stage and think about how to improve them.
  11. 11. Step 4 Assess potential impacts Alter the model to explore potential effects of each hypothesis and select the best idea for implementation.
  12. 12. Step 5 Execute best idea We implement the best hypothesis and measure results, adjusting the model accordingly.
  13. 13. Step 6 Rinse and repeat Permanently implement successful features. Repeat from Step 2 to continue improving KPIs.
  14. 14. What is a conversion funnel?
  15. 15. It’s critical to think about your organization’s conversion funnel. Your website or app isn’t a storage closet for content, it’s an engine of growth.
  16. 16. Example conversion funnel LANDING PAGE EMAIL SIGNUP USE 3+ TIMES PAID ACCOUNT 40% 55% 25%
  17. 17. STAGE ACTION CONVERSION RATE Landing page Email signup 40% Any page on site Time on page > 2 minutes 55% Paid account signup page Paid account signup 25% Total paid users signup rate 5.5% Example conversion funnel as a spreadsheet
  18. 18. How does all of this work in practice?
  19. 19. Example Non-profit fundraising
  20. 20. Example: non-profit fundraising Someone searches for news stories about a humanitarian issue. They see a contextual search ad encouraging them to sign a petition and click on it.
  21. 21. Example: non-profit fundraising They land on a page about the issue with a simple petition form.
  22. 22. Example: non-profit fundraising They are re-directed to a supporter sign up page where they are asked for more information about themselves.
  23. 23. Example: non-profit fundraising Users are then sent to a donation form and asked for a contribution.
  24. 24. Our conversion funnel STAGE ACTION CONVERSION RATE Advertisement Click on ad 20% Petition Sign petition 70% Supporter profile Complete supporter profile page 25% One-time donation Donation made 20% Total donor acquisition rate 0.7%
  25. 25. How could we improve this? Increase click-through rate on ads Increase signup rates on each page Reduce steps in funnel
  26. 26. Our conversion funnel Higher click-through rate on ads STAGE ACTION CONVERSION RATE Advertisement Click on ad 40% Petition Sign petition 70% Supporter profile Complete supporter profile page 25% One-time donation Donation made 20% Total donor acquisition rate 1.4% Change from baseline: +66.67%
  27. 27. Our conversion funnel Higher sign up rates STAGE ACTION CONVERSION RATE Advertisement Click on ad 20% Petition Sign petition 75% Supporter profile Complete supporter profile page 35% One-time donation Donation made 20% Total donor acquisition rate 1.05% Change from baseline: +40%
  28. 28. Our conversion funnel Fewer steps in funnel STAGE ACTION CONVERSION RATE Advertisement Click on ad 20% Petition Sign petition 70% One-time donation Donation made 12.5% Total donor acquisition rate 1.75% Change from baseline: +85.71%
  29. 29. Example Product marketing
  30. 30. Example: product marketing People see an ad in their Facebook feed for a consumer product and click on it.
  31. 31. Example: product marketing The user is sent to a landing page where they are asked for an email and postal code to receive 10% off their next purchase.
  32. 32. Example: product marketing Based on their postal code and the ad clicked on, the user is redirected to the page for a product that other people like them have a propensity to purchase.
  33. 33. Example: product marketing The user clicks on a product and remains on the page for 20 seconds before closing their browser without making a purchase. This activity is recorded in our database.
  34. 34. Example: product marketing 48 hours later the user automatically receives an email suggesting that they purchase the product they were looking at with their 10% discount coupon.
  35. 35. Example: product marketing The user clicks through the email and completes the purchase.
  36. 36. Our conversion funnel STAGE ACTION CONVERSION RATE Advertisement Click on ad 40% Landing page Email signup 65% Featured products page Click on a product 50% Product page Purchase made 10% Email Click-through 10% Product page Purchase made 75% Total purchase conversion rate 1.3% + 1.95% = 3.25% In this case, our funnel branches off with some users making a purchase through an email after entering the funnel via an ad.
  37. 37. Start growing your community today

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