See Whether or Not Your Business Improves Over Time with Cohorts Lars Lofgren Growth Manager - October 2013
See Whether or Not Your Business Improves Over Time With Cohorts
May 06, 2015
1. See Whether or Not Your Business Improves Over Time with Cohorts Lars Lofgren Growth Manager - October 2013
2. @larslofgren
3. What Is a Cohort?1 The 4 Cohort Reports I Use2 2 Cohort Reports for Ecommerce3 We’ll cover...
4. WARNING: This webinar is heavy on data
5. Soooo... what’s a cohort?
6. Monthly conversion rates only tell us so much
7. Cohorts keep users separated
8. Definitive answers on how you’re improving
9. The Core Features of a Cohort Report
10. Pick your time buckets.
11. Track events once or every time. Visited -> Signup, track the signup event once in the month in happens. 1 Signup -> Login, track login every month that it happens. 2
12. Segment by time or by property.
13. The option to use cumulative conversion rates.
14. The 4 Cohort Reports I Use
15. 1. Visit -> Signup
16. Cumulative Visit -> Signup
17. What to look for: Are your acquisition projects improving signups with each new batch of visitors?
18. Visit -> Signup Settings
19. 2. Signup -> Billed
20. What to look for: Are activation and upgrade projects increasing conversions with each new batch of users?
21. Signup -> Billed Settings
22. 3. Monthly Engagement After Signup
23. What to look for: Is engagement increasing or decreasing the longer users have an account?
24. Monthly Engagement After Signup Settings
25. 4. Cancellation by Subscription Plan
26. What to look for: Which plans cancel the most and how long does it take them?
27. Cancellation by Subscription Plan Settings
28. Ecommerce Cohort Reports
29. 1. Visit -> Purchase
30. What to look for: Is your conversion rate improving with new batches of customers?
31. Visit -> Purchase Settings
32. 2. Purchase -> Repurchase by Product Category
33. Are there products that lead to more repeat purchases? 1 Are there products that don’t bring you loyal customers? 2 What to look for:
34. Purchase -> Repurchase Settings
35. Who would like to use these cohort reports?
36. Type “demo” into the question box
2. @larslofgren
3. What Is a Cohort?1 The 4 Cohort Reports I Use2 2 Cohort Reports for Ecommerce3 We’ll cover...
4. WARNING: This webinar is heavy on data
5. Soooo... what’s a cohort?
6. Monthly conversion rates only tell us so much
7. Cohorts keep users separated
8. Definitive answers on how you’re improving
9. The Core Features of a Cohort Report
10. Pick your time buckets.
11. Track events once or every time. Visited -> Signup, track the signup event once in the month in happens. 1 Signup -> Login, track login every month that it happens. 2
12. Segment by time or by property.
13. The option to use cumulative conversion rates.
14. The 4 Cohort Reports I Use
15. 1. Visit -> Signup
16. Cumulative Visit -> Signup
17. What to look for: Are your acquisition projects improving signups with each new batch of visitors?
18. Visit -> Signup Settings
19. 2. Signup -> Billed
20. What to look for: Are activation and upgrade projects increasing conversions with each new batch of users?
21. Signup -> Billed Settings
22. 3. Monthly Engagement After Signup
23. What to look for: Is engagement increasing or decreasing the longer users have an account?
24. Monthly Engagement After Signup Settings
25. 4. Cancellation by Subscription Plan
26. What to look for: Which plans cancel the most and how long does it take them?
27. Cancellation by Subscription Plan Settings
28. Ecommerce Cohort Reports
29. 1. Visit -> Purchase
30. What to look for: Is your conversion rate improving with new batches of customers?
31. Visit -> Purchase Settings
32. 2. Purchase -> Repurchase by Product Category
33. Are there products that lead to more repeat purchases? 1 Are there products that don’t bring you loyal customers? 2 What to look for:
34. Purchase -> Repurchase Settings
35. Who would like to use these cohort reports?
36. Type “demo” into the question box
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Transcript
See Whether or Not Your Business Improves Over Time with Cohorts
Lars LofgrenGrowth Manager - October 2013
@larslofgren
What Is a Cohort?1
The 4 Cohort Reports I Use2
2 Cohort Reports for Ecommerce3
We’ll cover...
WARNING: This webinar is heavy on data
Soooo... what’s a cohort?
Monthly conversion rates only tell us so much
Cohorts keep users separated
Definitive answers on how you’re improving
The Core Features of a Cohort Report
Pick your time buckets.
Track events once or every time.
Visited -> Signup, track the signup event once in the month in happens.
1
Signup -> Login, track login every month that it happens.
2
Segment by time or by property.
The option to use cumulative conversion rates.
The 4 Cohort Reports I Use
1. Visit -> Signup
Cumulative Visit -> Signup
What to look for:
Are your acquisition projects improving signups with each new
batch of visitors?
Visit -> Signup Settings
2. Signup -> Billed
What to look for:
Are activation and upgrade projects increasing conversions with each
new batch of users?
Signup -> Billed Settings
3. Monthly Engagement After Signup
What to look for:
Is engagement increasing or decreasing the longer users have
an account?
Monthly Engagement After Signup Settings
4. Cancellation by Subscription Plan
What to look for:
Which plans cancel the most and how long does it take them?
Cancellation by Subscription Plan Settings
Ecommerce Cohort Reports
1. Visit -> Purchase
What to look for:
Is your conversion rate improving with new batches of customers?
Visit -> Purchase Settings
2. Purchase -> Repurchase by Product Category
Are there products that lead to more repeat purchases?
1
Are there products that don’t bring you loyal customers?
2
What to look for:
Purchase -> Repurchase Settings
Who would like to use these cohort reports?
Type “demo” into the question box
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