startup web metrics

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#STARTUPMETRICS •CONVERSION •COSTS •VIRALS @PierCasolari

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Analisi di alcune metriche rilevanti per una startup. Dall'acquisizione alla retention di utenti.

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Page 1: Startup Web Metrics

#STARTUPMETRICS• CONVERSION

• COSTS

• VIRALS

@PierCasolari

Page 2: Startup Web Metrics

CONVERSION

#awareness

#acquisition

#retention

Page 3: Startup Web Metrics

#awareness – 4 metrics

• Impressions

• CTR

• Bounce Rate

• % Share of voice

Page 4: Startup Web Metrics

Come si misura #awareness

• Numero Contatti

• Qualità dei contatti

• Impatto sul breve/medio termine

• Crescita rispetto ai competitors

Page 5: Startup Web Metrics

Impressions & CTR

>CTR <Cost

Page 6: Startup Web Metrics

Bounce Rate (& time on site)

Target <30%

Page 7: Startup Web Metrics

Share of Voice - Google Trends

Page 8: Startup Web Metrics

Reach – tweetreach.com

Page 9: Startup Web Metrics

#acquisition – 3 topics

• Conversion Rate

• Funnel Analysis

• MicroConversion

Page 10: Startup Web Metrics

Benchmarks

Ecommerce0,5 -2%

Lead Generation5-10%

Page 11: Startup Web Metrics

Conversion Rate in GA

Goals>Overview

Page 12: Startup Web Metrics

Funnel Analysis

• Tracciamento Steps

• User Experience

• A/B testing

Page 13: Startup Web Metrics

Funnel Analysis

Misura ogni steps

Page 14: Startup Web Metrics

Funnel Flow

Dove vanno quando escono

Page 15: Startup Web Metrics

Micro-Conversion

• PreConversioni (newsletter, fanpage, rss feed)

• MicroConversions (social action – like/tweet/pin)

• ExtraConversion (invite friends, customer feedback)

Page 16: Startup Web Metrics

#retention – 3 metrics

• DAU/MAU ratio

• Recency

• % New Visits

Page 17: Startup Web Metrics

DAU/MAU = Sticky Factor

• Sticky Factor (perchè?)

• stickyness varia per tipologia app

• Benchmark DAU/MAU ratio > 15%

Page 18: Startup Web Metrics

AppData.com

Page 19: Startup Web Metrics

Recency su GA

Page 20: Startup Web Metrics

COST

#CPA

#cpa_freetopremium

#cpa_aggiustato

Page 21: Startup Web Metrics

CPA = Formula

Visite Acquisizioni Costo CPA

Campagna 1 1000 100 3000 =3000/100 (30Eur)

Campagna 2 1000 150 3500 =3500/150(23,33Eur)

Campagna 3 1000 200 4000 =4000/200(20Eur)

Page 22: Startup Web Metrics

CPA = Campagne

Page 23: Startup Web Metrics

CPA Free to Premium

Visite Costo Iscritti CPA C.Rate Premium

Iscritti Premium

CPAPremium

Campagna 1 1000 200 100 =200/100 (2Eur)

5% 5 =200/5 (40Eur)

Campagna 2 1000 250 150 =250/150 (1,66Eur)

3% 4,5 =250/4,5 (55,5Eur)

Campagna 3 1000 300 200 =300/200 (1,5Eur)

4% 8 =300/8 (37,5Eur)

Page 24: Startup Web Metrics

Coefficiente Virale

• Iscrizioni tramite passaparola

• Analisi del Viral Funnel

• Coefficiente Virale Benchmark

• GA Tricks

Page 25: Startup Web Metrics

Viral Funnel

Iscritti Attivi nel WOM

Reach per Attivo

Reach Totale

Conversion Rate

Iscritti Virals

Coefficiente

100 10 15 =10*15(150)

4% 6 =6/100 (0,06)

100 20 20 =20*20 (400)

6% 24 =24/100 (0,24)

Page 26: Startup Web Metrics

Social plugin

Page 27: Startup Web Metrics

Pierluigi Casolari - Follow

Twitter @PierCasolari

www.pierluigi-casolari.com

www.startupmarketing.it