kiss metrics conversion rate data
TRANSCRIPT
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7/29/2019 Kiss Metrics Conversion Rate Data
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ButHowAmIDoingComparedtoOtherCompanies?
InsightsfromtheKISSmetricscustomerbase
CindyAlvarezWeb2.0ExpoMarch29th,2011
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Idontknowifthisisgood.
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Numbersarelike
thelatestdietcraze
All Company X had todo was _____ and they
were profitable!
All you have to do is hitthis number...
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Noteveryonegetsthesameresultsfrom
12,000caloriesperday
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Observationsfrom300+webbusinesses
DatafromOctober2009-February2011
BenchmarkdatafromFebruary2011
Social/communitysitesContentbusinessesConsumerservicesSaaS/SubscriptionE-commerceDailyDeal
Apps/GamesProfessionalblogs
AbouttheKISSmetricsdata
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A/Btestsarelikebaseball
...yourbattingpercentagewonteverapproach100%
OverhalfofKISSmetricscustomershaveA/Btestreports
Landingpages#ofstepsinsignupUpgradeCTAs
Billingupfrontvs.laterDesign
Generalobservations
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Multiplesignupsources
Manycustomershavemultiplesignupflows(notjustfortesting)
Traditionalhomepagesignupvs.mobilesignup
FacebookConnect/Twitter
GoogleAppMarketplace/3rd-partypartner
Generalobservations
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Youwilllosepeoplewhen
youintroducefriction Oneconversion%nevertellsthewholestory
Doesitmakesensetoputthefrictionbeforeoraftersignup?
Targetmarketandpurposematter
Generalobservations
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Indirect
Monetization
DailyDeal
E-commerce SaaS/Subscription
Bybusinessmodel
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IndirectMonetization
Customerdoesnotpay
Sitetypes:
ContentandreviewsitesGamesandcommunitysites
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Whataretheymeasuring:Signup
Homepage>FacebookConnect>SignedUp
Homepage>ViewedSignup>SubmittedSignupForm
SocialShareLandingPage>SocialConnect>SignedUp
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Whataretheymeasuring:Sharing
Signup>Shared/Liked/Commented
Signup>StartedConfiguration>CompletedConfiguration
Signup>ContributedContent
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Conversion=homepage->signedup
9.6%
lowest2.1%-highest34.5%
mediansignupconversion
averagesignupconversion13.2%
IndirectMonetization(21sites,fullmonthofFeb2011)
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Resultsmaynotbetypical*
Self-selectedaudiences(professional,nichesites)havehigherconversionrates
Aspirationalservices(finance,health)havehigher
conversionratesbutlowerretentionrates
Whereyouputsignupandhowmanystepsareinvolvedaffectsconversions
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Questionsyoushouldask:authentication
AmIlosingcustomersbeforeorafterFacebookConnect?
Doesofferingmultiplesign-inoptionshelporhurtconversionrate?
Doesaskingforadditionalinformationpost-FacebookConnecthurtconversionratessignificantly?
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DailyDeal
Customerpayswiththeiremailaddress;
mightpaylaterforadeal
Sitetypes:Limited-timedeal
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Whataretheymeasuring:Subscriptions
Homepage>EnteredEmailAddress
IndividualDealPage>EnteredEmailAddress
SocialShareLandingPage>SocialConnect
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Whataretheymeasuring:DealsBought
Email>PurchasedDeal
Homepage>PurchasedDeal
IndividualDealPage(viasocial)>PurchasedDeal
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Conversion=homepage>subscribedtolist
7.6%lowest3.3%-highest17.3%
mediansubscriptionconversion
DailyDeal(12sites,fullmonthofFeb2011)
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Conversion=vieweddeal>dealbought
17.6%
lowest5.3%-highest40.5%
medianpurchaseconversion
averagepurchaseconversion18.4%
DailyDeal(12sites,fullmonthofFeb2011)
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Resultsmaynotbetypical*
Self-selectedaudiences(professional,nichesites)havehigherconversionrates
Asinglekillerdealcanskewanentiremonthofdata
Sitescoveringfewermetroareashavemuchlowerconversionratesduetocustomerinabilitytofollowthrough
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Questionsyoushouldask:orderofevents
Ispurchasecompletionrateaffectedbywhethercustomerscomeinviahomepageorindividualdealpage?
Doesshowingpreviousdealsincreasesubscriptionrate?
Canweincreaseemailsubscriptionsbyputtingcompanyfocus(i.e.niche)firstvs.leadingwiththebigdeal?
DoesGrouponcloneUXhelporhurtconversions?
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E-Commerce
Customerpays,highlyvariableintent
Sitetypes:
Electronicandtangiblegoods
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Whataretheymeasuring:Findability
Homepage>Browsed>ViewedSingleProduct
Homepage>Searched>ViewedSingleProduct
ViewedSingleProduct>ViewedRecommendedProduct
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Whataretheymeasuring:Purchasing
ViewedSingleProduct>AddedtoCart>Purchased
ViewedSingleProduct>AddedtoCart>CreatedAccount>Purchased
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Conversion=purchasecompleted
5.9%
lowest0.2%-highest32.1%
medianpurchaseconversion
averagepurchaseconversion9.3%
E-commerce(23sites,fullmonthofFeb2011)
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Resultsmaynotbetypical*
Donteventrytocomparegeneralconsumercommodity,professional,andnichesites.Justdont.
SiteswhousePayPaloranotheroff-sitemerchantsolution
havelowerpurchasecompletionrates
Purchasepriceandpurchasefrequencyhaveahugeimpactoncompletionrates
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Questionsyoushouldask:findability
Arecustomerswhobrowseabletoproceedandviewanindividualproduct?
Arecustomerswhosearchabletoproceedandviewan
individualproduct?
Arebrowsersorsearchersmorelikelytocompletepurchase?
Arecustomerswhoenterthesitedirectlyonanindividualproductpagemorelikelytocompleteapurchase?
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Questionsyoushouldask:checkoutsteps
Howdoesrequiringcustomerstocreateanaccountaffectpurchasecompletion?
Doesofferingmultiplepaymentmethodshelporhurt
purchasecompletion?
Ifaccountcreationismovedtopost-checkout,willcustomerscompletethat(nowoptional)step?
Arecustomerswhodropoutofthecheckoutprocessreturningtootherpagesonyoursite?
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SaaS/Subscription
Customermayormaynotpay
Usuallyentersunderafreeplanorlimitedfreetrial
Billinginformationmayberequiredupfrontorlater
Sitetypes:
Consumerservices
Smallbusinessservices
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7/29/2019 Kiss Metrics Conversion Rate Data
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Whataretheymeasuring:Signup
Homepage>SignedUpforFree
Homepage>StartedFreeTrial
Homepage>ViewedPricing>SignedUp
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Whataretheymeasuring:Upgrade
SignedIn>Upgraded
ViewedUpgradePrompt>Upgraded
SignedIn>ViewedPricing>Upgraded
ClickedEmailLink>Upgraded
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Conversion=homepage->signedup
2.3%
lowest0.2%-highest14.5%
mediansignupconversion
averagesignupconversion3.3%
SaaS(37sites,fullmonthofFeb2011)
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Conversion=upgraded
2.3%lowest0.3%-highest8.9%
mediansubscriptionconversion
SaaS(37sites,fullmonthofFeb2011)
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Resultsmaynotbetypical*
B2CserviceshaveahighersignupratethanB2Bservices
B2BserviceshaveahigherupgraderatethanB2Cservices
Aspirationalservices(finance,health)havehighersignupconversionrates
Nosignificantdifferenceinsignupratebetweensiteswithorwithoutaproducttour
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7/29/2019 Kiss Metrics Conversion Rate Data
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Questionsyoushouldask:free-ness
Howdoessignupforfree,freetrial,orbuynow-freeforfirstXdaysaffectinitialconversion?Eventualupgrade?
Willchangingthelengthofmyfreetrialincreaseupgrades?
Howdoesrequiringbillinginformationatsignupaffectinitialconversion?
Howdoesshowingmultipleplans(vs.onlyshowingfreeinitially)affectinitialconversion?Upgraderate?
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Questionsyoushouldask:signupsource
Howdosignupsviaathird-partypartnerdifferfromsignupsviayourhomepage?
Doesinitialsignupviaamobiledeviceaffectactivation?
DoesinitialsignupviaFacebookaffectactivation?
Docustomersacquiredviaadealorcouponbehavedifferentlyintermsofusageorupgraderate?
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Questionsyoushouldask:onboarding
Docustomerswhoviewedaproducttourcompleteinitialonboarding/configurationmorequickly?
Howmanynewcustomerscompletetheminimalrequiredonboardingwithinaweek?
Doesincludingatouralongsidethesignupbuttonaffectinitialsignup?Eventualupgrade?
Howquicklyarecustomersabletousethecorefeaturesofyourproduct?
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7/29/2019 Kiss Metrics Conversion Rate Data
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Hugedropoffs
duringFacebook
Connectprocess
Morelikelyto
buyadeal
thansignup
Cantcompare
nichevs.
commodity
Leastvariable
signup
conversion%
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7/29/2019 Kiss Metrics Conversion Rate Data
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ThankYou!
@cindyalvarez
mailto:[email protected]:[email protected]