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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

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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

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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!