2. Sofia
Quintero
Head of Growth
@sofiaqt
Customer experience |Digital Marketing
Client side| Agency |Freelance| Startups
BA Business Studies and Marketing
MA Mass Communications
Data Driven
3. AGENDA 3
Basic Concepts and Foundational Stuff:
• Funnels
• Vanity Metrics Vs Actionable Metrics
Tactics, Tools and resources
6. THE FUNNEL
A funnel is a way of
visualizing the journey
your visitors will go
through in order to
complete a desired
action…
…from complete
strangers to raving
followers
7. THE CUSTOMER JOURNEY 7
MEASURE YOUR CUSTOMER
JOURNEYAARR
R ACQUISITION
ACTIVATION
RETENTION
REVENUE
REFERRAL
19. Why is my conversion rate so low? 19
Maybe you are selling features Vs. benefits
Maybe your ads suck
Maybe your landing page sucks (http://fivesecondtest.com/)
Maybe your UX sucks
Maybe your drip campaign sucks
Maybe your on-boarding process sucks
Maybe you don’t really know your customers
Maybe your segmentation/targeting sucks
Maybe your activation tactics suck
26. COHORT ANALYSIS 26
• Understand events which happen with a time-lag, or continue over time
• Compare improvements over time
• Collect data for these in your database
Cohort analysis is a
way of dissecting
your user base.
You want to
compare groups of
users and see
changes over a
period of time
27. COHORT ANALYSIS 27
Month of use
Cohort 1 2 3 4 5
January $5.00 $3.00 $2.00 $1.00 $0.50
February $6.00 $4.00 $2.00 $1.00
March $7.00 $6.00 $5.00
April $8.00 $7.00
May $9.00
Averages $7.00 $5.00 $3.00 $1.00 $0.50
WHAT IS HAPPENING HERE?
28. COHORT ANALYSIS 28
Month of use
Cohort 1 2 3 4 5
January $5.00 $3.00 $2.00 $1.00 $0.50
February $6.00 $4.00 $2.00 $1.00
March $7.00 $6.00 $5.00
April $8.00 $7.00
May $9.00
Averages $7.00 $5.00 $3.00 $1.00 $0.50
WHAT IS HAPPENING HERE?
We need
some
hypothesis!
29. Assumptions & Hypothesis
Customers are spending less money in month #2 because:
They don’t know we have more products
Because we don't communicate with them ..enough..
Because we don’t offer enough incentives
Because they don’t perceive value after the first purchase
TAKE TIME TO BREAKDOWN THE
PROBLEM BEFORE YOU GO TESTING
SOLUTIONS
30. Assumptions & Hypothesis
Customers will spend money in month #2 if we:
Send them an email reminder
Add notifications functionality in the app
If we call them at the beginning of the month
If we offer a X% discount coupon
31. A/B Testing! Choosing the right solution
Hypothesis:
Customers will spend more in
month #2 if they received a
reminder
Cohort
All new customers from 01/03 to30/03
A/B Experiment
50% will receive email reminder
50% will not received email reminder
Measurement
Open rate
CTR
Average spend month #2 for both groups
Validation
60% of customers who opened and clicked the email reminder
spent 35% more in the second month in comparison to the
group who did not receive an email.
32. A/B Testing!
Hypothesis:
Customers will spend more in
month #2 if they received an
email reminder
Cohort
All new customers from 01/03 to30/03
A/B Experiment
50% will receive email reminder
50% will not received email reminder
Measurement
Open rate
CTR
Average spend month #2 for both groups
Validation
60% of customers who opened and clicked the email reminder
spent 35% more in the second month in comparison to the
group who did not receive an email.