Get your visitors to play, stay & pay!

2014-10-09

Get your visitors to play, stay & PAY!

INMA - Tallinn

You know like - Get them over the payment wall

John Ekman - aka Chief Conversionista

My “Holy Discontent” was that web projects were driven by tech and aimed at winning design awards NOT at reaching business goals

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Started Conversionista 2010

Goal: Become optimization

thought leader in

Scandinavia

International blogger &

speaker

Tons have happened since….

✓ 300 projects

✓ 15 employees

✓ Conversion Jam x 4

✓ Conversion Manager x 60

Look, at all we’ve learned!

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This is where you’re at folks.

You have chosen possible death

before certain death

Ouch, that hurt man!!!

Ok, lets’ roll back the tape

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Maximize customer lifetime value

I mean the whole-enchilada-my-way-or-the-highway-Rockefeller-double-whammy kind of goal?

THE GOAL

What is your nr 1 business goal? !

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Your most important equation

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Acquisition Cost

Customer lifetime value

Your most important equation

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Acquisition Cost

Customer lifetime value

You're in trouble

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You’re in the intensive care

“Until you’ve figured out a way to revolutionize

marketing.

You are in the business of maximising customer

lifetime value”

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So, what is then the job of your web site?

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A machinery for harvesting customer insights

Media customer lifecycle

New media - Onboarding

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VisitorRegistered prospect

Active prospect

Paying member

Payment

Acquisition

Conversion Activation

Onboarding

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VisitorRegistered prospect

Active prospect

Paying member

Staying Member

Payment

Acquisition

Conversion Activation

Staying members

Onboarding

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VisitorRegistered prospect

Active prospect

Paying member

Staying Member

Returning Member

Churned Member

Payment

Acquisition

Conversion Activation

Churn

Re- activation

Onboarding

Retention

Oh no - We lost one!

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VisitorRegistered prospect

Active prospect

Paying member

Staying Member

Returning Member

Churned Member

Payment

Acquisition

Conversion Activation Retention

Churn

Re- activation

Sharing member/prospect

Referred prospect

Happy members bring more members

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VisitorRegistered prospect

Active prospect

Paying member

Staying Member

Returning Member

Churned Member

Payment

Acquisition

Conversion Activation Retention

Churn

Re- activation

How NOT to do it!

Newsletter

Campaign

Campaign

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We’re in the business of nudging

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“At every point in your prospects journey you need to ask yourself the question:

!

What do I want them to do next?”

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VisitorRegistered prospect

Active prospect

Paying member

Staying Member

Returning Member

Churned Member

Payment Conversion

Optimization

Acquisition

Registration Conversion

Optimization

Activation Program

Retention Program

Churn

Re- activation Program

New media customer life cycle

The dreaded wall

To hit the wall

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Price

Test/trialPayment options

Easy signup

To hit the wall

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Conversion Optimization

To hit the wall

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Activation

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VisitorRegistered prospect

Active prospect

Paying member

Acquisition

Activation Program

New media customer life cycle

“Activating users in the trial phase is the most import factor for converting them to paying

members after the trial”

This is the brutal reality

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The activation program

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1. Take nothing for granted - Users have

no idea what you are doing

2. Create “Micro-conversion paths”

3. Focus on key usage patterns which

predict final conversion

4. Ask customers!

5. Test!

Can we make the wall “softer”?

The hard wall

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The soft wall

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Now you take them on a journey of increasing engagement and progressive profiling

This is only the first step…..

Phone nr? !Share on Facebook? !Recommend to friends? !Connect with Google ? !

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5 more articles free !1 week free !1 week access to archive !1 Month premium trial !

Hey what about the “free abusers”????!!!!

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Yes

Nos

3%

97%

Your sphere of influence

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Definite Yes

Definite Nos

No-maybes

Maybe-Nos

Maybe-Yes

Yes-Maybes

These are people who will:

Consume your content & Never pay

Not consume your content & Never pay

Thanks to Tim Ash for the Inspiration

Case Spotify Cancellation

Original

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The new version

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Switch to free?

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Trying to save money

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The final push

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The results?

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Do this!

Or stay in the intensive care

08-40 02 97 27

info@conversionista.se

@conversionista

www.conversionista.se