Professional Documents
Culture Documents
Dave McClure
Master of 500 Hats
blog: http://500hats.typepad.com/
website: http://www.500hats.com/
slides: http://slideshare.net/dmc500hats/
Customer Lifecycle: 5 Steps to Success
Domains
1. ACQUISITION Campaigns,
Contests
RAL
2. A Homepage / EFER
ctiv 4. R
Emails & Landing Page
Alerts
atio
Emails &
TI ON Product widgets
TEN Features
n
5. R
Content Subscriptions, etc
eve
nu
Website.com e
$$$
Example Conversion Metrics
(note: *not* actuals; your mileage may vary)
Domains
1. ACQUISITION
Marketing Channels:
largest-volume (#)
lowest-cost ($)
best-performing (%)
Website.com
Customer Lifecycle / Conversion Behavior
SEO Campaigns,
SEM PR Contests Biz
Social
Networks Dev
Blogs Affiliates Activation Criteria:
Apps & Direct, Tel,
Widgets Email TV 10-30+ seconds
1. ACQUISITION
Domains 2-3+ page views
3-5+ clicks
1 key feature usage
2. A
Homepage /
ctiv
Landing Page
atio
Product Do LOTS of landing page
Features
n
tests & A/B tests - just
make lots of dumb
guesses & iterate QUICK
Website.com
Customer Lifecycle / Conversion Behavior
SEO Campaigns,
SEM PR Contests Biz
Social
Networks Dev
Blogs Affiliates
Apps & Direct, Tel,
Widgets Email TV
Domains
1. ACQUISITION
2. A
Homepage /
status emails weekly/monthly
ctiv
Landing Page
event-based emails as they occur Emails &
atio
Alerts
Product
I ON Features
n
N T
System Events &
ETE
Time-based Features
3. R
Blogs,
Content
Website.com
Customer Lifecycle / Conversion Behavior
SEO Campaigns,
SEM PR Contests Biz
Social
Networks Dev
Blogs Affiliates
Apps & Direct, Tel,
Widgets Email TV
Domains
1. ACQUISITION Campaigns,
Contests
RAL
2. A Homepage / EFER
ctiv 4. R
Emails & Landing Page
Alerts
atio
Emails &
TI ON Product widgets
TEN Features
n
Blogs,
Content
Only encourage users to
refer *after* they have
Website.com happy user experience;
avg score >= 8 out of 10
Customer Lifecycle / Conversion Behavior
SEO Campaigns,
SEM PR Contests Biz
Social
Networks Dev
Blogs Affiliates
Apps & Direct, Tel,
Widgets Email TV
Domains
1. ACQUISITION Campaigns,
Contests
AL
2. A Homepage /
EFER R
ctiv Landing Page 4. R
Emails &
Alerts
atio
Product Emails &
TI ON Features
widgets
TEN
n
5. R
Content Subscriptions, etc
your business
Types of Metrics & Measurement
Qualitative: Usability Testing / Session Monitoring
Watch what users do, figure out problems & solutions from small # of users
Measurement Components:
Audience Segment (young women, regional metro, older singles)
Channel Source (social network, SEM, organic, PR, etc)
Campaign Theme / Brand Promise (find a job, learn to cook)
Landing Page & CTA
Copy & Graphics
Example Conversion Metrics
(note: *not* actuals; your mileage may vary)