The slides on a session which I conducted to the startup teams in the technology startup incubator JFDI.Asia. The session which I conducted are broken into 4 parts: managing user growth, vanity and growth metrics, funnelling and usability testing.
5. Feedback Generation
• How do we collect and generate user feedback?
• Qualitative: Surveys, Talk to customers, Create
channels via social media (twitter/facebook).
• Quantitative: Google Analytics, Mixpanel
metrics.
• User interface & experience testing: User
education and perception of how product
works.
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6. • Qualitative - Break it into the following buckets:
• Spam/Troll & Insults - Ignore
• “Blue Sky” or “N=1” comments in the form of
“you should build this or that” - Think about it
but don’t act
• “N>50” comments on a feature or users
demanding for a feature - Ascertain whether
people really want it and then act.
Feedback Maintenance
Obviously, you need to find metrics to do that ...
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7. Avoid Vanity Metrics
• Number of hits.
• Number of page views.
• Number of visits.
• Number of unique visitors.
• Number of followers/friends/likes
• Time on site/number of pages.
• Emails collected
• Number of downloads
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9. Element Function Relevant Metrics
Acquisition
Generate attention through
various means
Traffic, Mentions, Cost per Clicks,
Search Results, Cost of acquisition,
Open Rate
Activation
Turn the resulting drive-by
visitors into users who are
enrolled
Enrollments, signups, completed
onboarding process, used the service
at least once, subscriptions
Retention
Convince users to return
repeatedly or exhibit
stickiness behavior
Engagement, time since last visit, daily
& monthly active use, churns.
Revenue
Business outcomes
depending on business model
Customer lifetime value, conversion
rate, shopping cart size & click thru
revenue
Referral
Viral or word of mouth
invitations to other users
Invites sent, viral coefficient, viral cycle
time.
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10. How to identify key metrics
Acquisition
Activation
Retention
Revenue
Referral
How do users discover you?
Do users have a frictionless or
seamless first experience?
Do users return?
Do users want to pay you
money?
Do users spread the word?
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11. Constructing a Funnel
Internet Marketing - Google Ads
200K impressions = 20K click thrus
(10%)
User Signups
20K click thrus = 2K signups (10%)
User create activity
2K signups = 200 users return
with 5 actions (10%)
User pay for premium
service = 20 users
Users send
invites to other
users = 2 users
How do users discover you?
Do users have a frictionless or
seamless first experience?
Do users return?
Do users want to pay you
money?
Do users spread the word?
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