Growth - How to do internet marketing the right way
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Transcript of Growth - How to do internet marketing the right way
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GrowthPresented by Taylor Scollon
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Retention matters most
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% a
ctiv
e m
onth
ly u
sers
days from acquisition30
How to measure retention
Total Users
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% a
ctiv
e m
onth
ly u
sers
days from acquisition30
This is good
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% a
ctiv
e us
ers (
mon
thly
)
days from acquisition30
This is bad
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Retention Rate = ((CE-CN)/CS)) X 100
CE = Customers at end of period CN = Customers acquired during period CS = Customers at start of period
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Retention Rate = ((500-100)/550)) X 100Retention Rate = 72%
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Good retention rates depend on your business model
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What’s your most important metric?
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Nights booked Monthly Active Users
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What is the magic moment that drives that metric?
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First stay Adding 10 friends
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Virality
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Factor of payload, frequency, and conversion rate
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Payload Low Low High
Frequency High Low Low
Conversion Rate High High High
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Invite
Send
# invited
Convert
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5%
1
50
10%
K Factor = 0.25
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K Factor > 1 = Free Growth
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SEO
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Keyword research
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Backlinks
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Site structure
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Paid
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Test creative Test audiences
Test landing pages
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Try to reduce marketing costs by building renewable audiences