8/8/2019 Free to Paid Users
1/169
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2/169
8/8/2019 Free to Paid Users
3/169
8/8/2019 Free to Paid Users
4/169
8/8/2019 Free to Paid Users
5/169
8/8/2019 Free to Paid Users
6/169
8/8/2019 Free to Paid Users
7/169
8/8/2019 Free to Paid Users
8/169
Why are you here?
8/8/2019 Free to Paid Users
9/169
8/8/2019 Free to Paid Users
10/169
Freeloaders
8/8/2019 Free to Paid Users
11/169
8/8/2019 Free to Paid Users
12/169
Overcoming thePower of Zero
8/8/2019 Free to Paid Users
13/169
InterestNo AlternativeUrgency
ConveniencePeer Pressure
NoveltyStatus
8/8/2019 Free to Paid Users
14/169
What about software?
8/8/2019 Free to Paid Users
15/169
When copies are free ,you need to sell things which
cannot be copied.
8/8/2019 Free to Paid Users
16/169
What cant be copied?
8/8/2019 Free to Paid Users
17/169
Trust
8/8/2019 Free to Paid Users
18/169
Immediacy
PersonalizationInterpretation
AuthenticityAccessibilityEmbodiment
PatronageFindability
8/8/2019 Free to Paid Users
19/169
8/8/2019 Free to Paid Users
20/169
8/8/2019 Free to Paid Users
21/169
8/8/2019 Free to Paid Users
22/169
8/8/2019 Free to Paid Users
23/169
8/8/2019 Free to Paid Users
24/169
8/8/2019 Free to Paid Users
25/169
8/8/2019 Free to Paid Users
26/169
8/8/2019 Free to Paid Users
27/169
8/8/2019 Free to Paid Users
28/169
8/8/2019 Free to Paid Users
29/169
Maximizers vs Satisficers
8/8/2019 Free to Paid Users
30/169
Best PriceBest Product
Best Overall Solution
8/8/2019 Free to Paid Users
31/169
Excercise 1
8/8/2019 Free to Paid Users
32/169
Immediacy
PersonalizationInterpretation
AuthenticityAccessibilityEmbodiment
PatronageFindability
8/8/2019 Free to Paid Users
33/169
You makewhat you measure.
8/8/2019 Free to Paid Users
34/169
8/8/2019 Free to Paid Users
35/169
Point
Point
8/8/2019 Free to Paid Users
36/169
Start
End
8/8/2019 Free to Paid Users
37/169
Count
8/8/2019 Free to Paid Users
38/169
Log = Action + Timestamp
8/8/2019 Free to Paid Users
39/169
ActionTimestamp
ReferrerIP Address
Cookie / Session
Server DataClient Data
8/8/2019 Free to Paid Users
40/169
Views
ClicksSubmits
Keystrokes
8/8/2019 Free to Paid Users
41/169
Positive / NegativeLikert Scale
RatingsMultiple Choice
Open Feedback
8/8/2019 Free to Paid Users
42/169
The Ultimate Question
8/8/2019 Free to Paid Users
43/169
Tools
8/8/2019 Free to Paid Users
44/169
google.com/analytics/
8/8/2019 Free to Paid Users
45/169
http://web.analytics.yahoo.com/http://web.analytics.yahoo.com/8/8/2019 Free to Paid Users
46/169
omniture.com
8/8/2019 Free to Paid Users
47/169
haveamint.com
8/8/2019 Free to Paid Users
48/169
crazyegg.com
8/8/2019 Free to Paid Users
49/169
8/8/2019 Free to Paid Users
50/169
8/8/2019 Free to Paid Users
51/169
clicktale.com
8/8/2019 Free to Paid Users
52/169
wufoo.com
8/8/2019 Free to Paid Users
53/169
surveymonkey.com
8/8/2019 Free to Paid Users
54/169
formassembly.com
8/8/2019 Free to Paid Users
55/169
dabbledb.com
8/8/2019 Free to Paid Users
56/169
google.com/talk/service/badge/New
8/8/2019 Free to Paid Users
57/169
Excercise 2
8/8/2019 Free to Paid Users
58/169
Your Economic Engine
8/8/2019 Free to Paid Users
59/169
Benchmarks
8/8/2019 Free to Paid Users
60/169
8/8/2019 Free to Paid Users
61/169
Web AppAutopsySXSW 2007
8/8/2019 Free to Paid Users
62/169
PHP
6 months to launch
Launched : July 2006
3 Employees
8/8/2019 Free to Paid Users
63/169
Ruby on Rails
3 months to launch
Launched : July 2005
6 Employees
8/8/2019 Free to Paid Users
64/169
Java
5 months to launch
Launched : February 2004
~30 Employees
8/8/2019 Free to Paid Users
65/169
.NET
3 years to launch
Launched : 1996
50 Employees
regonline
8/8/2019 Free to Paid Users
66/169
Conversion per 100 Visits
Free Paid
7.00% 1.00%
11.00% 1.00%
8.00% N/A
1.52% 1.14%reg online
8/8/2019 Free to Paid Users
67/169
Shareware0.5%
8/8/2019 Free to Paid Users
68/169
Dropsend1% - 2%
8/8/2019 Free to Paid Users
69/169
Casual Download Games2%
8/8/2019 Free to Paid Users
70/169
Other Freemium Services
Range from 1.5% to 5%Average Overall less than 3%
8/8/2019 Free to Paid Users
71/169
Ning3%
8/8/2019 Free to Paid Users
72/169
Flickr5-10%
8/8/2019 Free to Paid Users
73/169
AdultFriendFinder10% - 22%
8/8/2019 Free to Paid Users
74/169
Habbo : 10% of playersClub Penguin : 25% of uniquesRunescape : 16.6% of uniquesPuzzle Pirates : 22% of players
8/8/2019 Free to Paid Users
75/169
Top 10
8/8/2019 Free to Paid Users
76/169
TurboTax Online70%
8/8/2019 Free to Paid Users
77/169
8/8/2019 Free to Paid Users
78/169
8/8/2019 Free to Paid Users
79/169
Things to Keep in Mind
8/8/2019 Free to Paid Users
80/169
Seasonal Effects
8/8/2019 Free to Paid Users
81/169
Best WorstMar Dec
Jan DecJan/Feb Dec
Sept Decreg online
8/8/2019 Free to Paid Users
82/169
Early Adopter Frugal Factor
8/8/2019 Free to Paid Users
83/169
7,000 invitations sentto potential Beta Testers.
Only 3,500 created an account.
Only 50 of them became customers(and we o ered them half o ).
8/8/2019 Free to Paid Users
84/169
Moving the Needle
8/8/2019 Free to Paid Users
85/169
The Funnel
8/8/2019 Free to Paid Users
86/169
8/8/2019 Free to Paid Users
87/169
8/8/2019 Free to Paid Users
88/169
8/8/2019 Free to Paid Users
89/169
8/8/2019 Free to Paid Users
90/169
Reduce Friction
8/8/2019 Free to Paid Users
91/169
Number of Steps
8/8/2019 Free to Paid Users
92/169
Label Placement
8/8/2019 Free to Paid Users
93/169
Multiple Columns
8/8/2019 Free to Paid Users
94/169
Excercise 3
8/8/2019 Free to Paid Users
95/169
Increase Awareness
8/8/2019 Free to Paid Users
96/169
8/8/2019 Free to Paid Users
97/169
8/8/2019 Free to Paid Users
98/169
8/8/2019 Free to Paid Users
99/169
8/8/2019 Free to Paid Users
100/169
8/8/2019 Free to Paid Users
101/169
8/8/2019 Free to Paid Users
102/169
8/8/2019 Free to Paid Users
103/169
8/8/2019 Free to Paid Users
104/169
8/8/2019 Free to Paid Users
105/169
8/8/2019 Free to Paid Users
106/169
8/8/2019 Free to Paid Users
107/169
8/8/2019 Free to Paid Users
108/169
Excercise 4
8/8/2019 Free to Paid Users
109/169
On Promotion Codes
8/8/2019 Free to Paid Users
110/169
8/8/2019 Free to Paid Users
111/169
Successful Changes
8/8/2019 Free to Paid Users
112/169
Powered By Logo
339% increase in click throughVideo Spokesperson
11% increase in registrations
Why Register Online?6% increase in registrations
regonline
8/8/2019 Free to Paid Users
113/169
8/8/2019 Free to Paid Users
114/169
8/8/2019 Free to Paid Users
115/169
Customer Lifetime Value
8/8/2019 Free to Paid Users
116/169
Customer Referral Value
8/8/2019 Free to Paid Users
117/169
8/8/2019 Free to Paid Users
118/169
8/8/2019 Free to Paid Users
119/169
8/8/2019 Free to Paid Users
120/169
8/8/2019 Free to Paid Users
121/169
8/8/2019 Free to Paid Users
122/169
8/8/2019 Free to Paid Users
123/169
The Original
8/8/2019 Free to Paid Users
124/169
The Winner
8/8/2019 Free to Paid Users
125/169
8/8/2019 Free to Paid Users
126/169
Excercise 5
8/8/2019 Free to Paid Users
127/169
8/8/2019 Free to Paid Users
128/169
Off the Funnel
8/8/2019 Free to Paid Users
129/169
Best Price
Best ProductBest Overall Solution
8/8/2019 Free to Paid Users
130/169
8/8/2019 Free to Paid Users
131/169
8/8/2019 Free to Paid Users
132/169
Relationshipsas a Metaphor
8/8/2019 Free to Paid Users
133/169
Intimacy Passion
Commitment
Nonlove
8/8/2019 Free to Paid Users
134/169
Nonlove
LikingInfatuated loveEmpty love
Romantic loveCompanionate love
Fatuous loveConsumate Love
8/8/2019 Free to Paid Users
135/169
Intimacy Passion
Commitment
8/8/2019 Free to Paid Users
136/169
Existing Users ::Marriage
8/8/2019 Free to Paid Users
137/169
Dr. John Gottman
8/8/2019 Free to Paid Users
138/169
Everyone fights.
8/8/2019 Free to Paid Users
139/169
Cost / BillingUsers Users
PerformanceRoadmap
Others
MoneyKids
SexTime
Others
8/8/2019 Free to Paid Users
140/169
How its done.
8/8/2019 Free to Paid Users
141/169
When Things Go Wrong
8/8/2019 Free to Paid Users
142/169
Enlightened Hospitality
8/8/2019 Free to Paid Users
143/169
8/8/2019 Free to Paid Users
144/169
8/8/2019 Free to Paid Users
145/169
8/8/2019 Free to Paid Users
146/169
8/8/2019 Free to Paid Users
147/169
8/8/2019 Free to Paid Users
148/169
8/8/2019 Free to Paid Users
149/169
8/8/2019 Free to Paid Users
150/169
8/8/2019 Free to Paid Users
151/169
8/8/2019 Free to Paid Users
152/169
8/8/2019 Free to Paid Users
153/169
8/8/2019 Free to Paid Users
154/169
8/8/2019 Free to Paid Users
155/169
Importance of Fun
8/8/2019 Free to Paid Users
156/169
Keeping the Romance Alive
8/8/2019 Free to Paid Users
157/169
8/8/2019 Free to Paid Users
158/169
8/8/2019 Free to Paid Users
159/169
8/8/2019 Free to Paid Users
160/169
8/8/2019 Free to Paid Users
161/169
Bibliography
8/8/2019 Free to Paid Users
162/169
8/8/2019 Free to Paid Users
163/169
8/8/2019 Free to Paid Users
164/169
8/8/2019 Free to Paid Users
165/169
8/8/2019 Free to Paid Users
166/169
8/8/2019 Free to Paid Users
167/169
8/8/2019 Free to Paid Users
168/169
Questions?
8/8/2019 Free to Paid Users
169/169
Thanks!