#STARTUPMETRICS• CONVERSION

• COSTS

• VIRALS

@PierCasolari

CONVERSION

#awareness

#acquisition

#retention

#awareness – 4 metrics

• Impressions

• CTR

• Bounce Rate

• % Share of voice

Come si misura #awareness

• Numero Contatti

• Qualità dei contatti

• Impatto sul breve/medio termine

• Crescita rispetto ai competitors

Impressions & CTR

>CTR <Cost

Bounce Rate (& time on site)

Target <30%

Share of Voice - Google Trends

Reach – tweetreach.com

#acquisition – 3 topics

• Conversion Rate

• Funnel Analysis

• MicroConversion

Benchmarks

Ecommerce0,5 -2%

Lead Generation5-10%

Conversion Rate in GA

Goals>Overview

Funnel Analysis

• Tracciamento Steps

• User Experience

• A/B testing

Funnel Analysis

Misura ogni steps

Funnel Flow

Dove vanno quando escono

Micro-Conversion

• PreConversioni (newsletter, fanpage, rss feed)

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

• ExtraConversion (invite friends, customer feedback)

#retention – 3 metrics

• DAU/MAU ratio

• Recency

• % New Visits

DAU/MAU = Sticky Factor

• Sticky Factor (perchè?)

• stickyness varia per tipologia app

• Benchmark DAU/MAU ratio > 15%

AppData.com

Recency su GA

COST

#CPA

#cpa_freetopremium

#cpa_aggiustato

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)

CPA = Campagne

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)

Coefficiente Virale

• Iscrizioni tramite passaparola

• Analisi del Viral Funnel

• Coefficiente Virale Benchmark

• GA Tricks

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)

Social plugin

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Twitter @PierCasolari

www.pierluigi-casolari.com

www.startupmarketing.it