user flow: adding the numbers
TRANSCRIPT
Summary
1. Determine numbers throughout user flow
2. Determine revenue streams in relation to users
3. Identify revenue in relation to keywords / products
4. Consider other valuable community actions
5. Consider all valuable behaviour per keyword
6. Optimise resource allocation, content, campaigns
7. Forecast users, members, revenue, profit
AWARENESS
VISIT
REPEAT VISIT
MEMBER
ACTIVE MEMBER
Advertising / partners
Member referrals / word of mouth
Integrated Marcoms / social media
Natural search
Positioning of ad/link
Strength of message
Brand proposition - suitability
Rapid updates to relevant, compelling content
Good user experience
Reasons to register
Participate without sign-up
Display enhanced status
Ease of registration
Diverse ways to participate
Promotions / special offers
Encourage / reward positive community culture
More platform dependent
Less platform dependent
Website User Flow
Diverse ways to participate
Selling in bulk to organisations / companies for their staff
VISIT
REPEAT VISIT
MEMBER
ACTIVE MEMBER
Website User Flow / Revenue Sources
PREMIUM MEMBER
PAYING USER
USER REVENUE
Positioning of ad/link
Appealing message / headline
Brand reputation
Relevant / compelling content
Good user experience
Reasons to register
Participate without sign-up
Display enhanced status
Ease of registration
Promotions / special offers
Encourage / reward activity
Valuable, diverse & personalised benefits
Products and services people wantTell them why: buy via us to keep us going
£$€Advertising,
affiliates, sponsorship
£$€Premium
membership
£$€Payment for products and
services
Strong group ties
Low commitment options / low cost trial periods
Earn status / added benefits for helping the site
WAYS TO ACHIEVE
VISIT
REPEAT VISIT
MEMBER
ACTIVE MEMBER
Put in the numbers*
£$€Advertising,
affiliates, sponsorship
PREMIUM MEMBER
PAYING USER
£$€Premium
membership
£$€Payment for
products and services
USER NUMBERS REVENUE PER YEAR
50,000
25,000
35,000
10,000
1,000
1,000
£150,000
£20,000
£90,000
*THESE NUMBERS ARE TOTALLY FICTIONAL
Study conversion, costs, revenue
• User conversion: – Visitor to member– Member to active member– Member to premium member– Visitor to premium member– Visitor to paying user
• Revenue:– Average advertising / sponsorship revenue per user– Average revenue per premium member– Average revenue per paying user– Overall average revenue per user
• Costs:– Per referral– Per premium member
VISIT
REPEAT VISIT
MEMBER
ACTIVE MEMBER
Add conversions, calculate averages
£150,000Advertising,
affiliates, sponsorship
PREMIUM MEMBER
PAYING USER
£20,000Premium
membership
£90,000Payment for products and
services
USER NUMBERSREVENUE PER
YEAR
50,000
25,000
35,000
10,000
1,000
1,000
AVERAGE REVENUE PER USER
£1.37
£20
£90
CONVERSION: VISITORS
50%
70%
20%
2%
2%
£260,000 £5.20
*THESE NUMBERS ARE TOTALLY FICTIONAL
Track, prioritise, forecast: revenue streams
Premium membership
Advertising, affiliates,
sponsorship
Payment for products and
services
Study keywords
• Most content is organised by subject areas / categories / keywords
• But how do they relate to membership, premium membership and other valuable actions?
• Choose where to optimise: adapt / build on / remove weak areas or capitalise on strong
VISIT
REPEAT VISIT
MEMBER
ACTIVE MEMBER
Determine value per keyword
£1,000Advertising,
affiliates, sponsorship
PREMIUM MEMBER
PAYING USER
£500Premium
membership
5,000Payment for products and
services
USER NUMBERSREVENUE PER
YEAR
50,000
5,000
50
0
50
50
AVERAGE REVENUE PER USER
£1.37
£1
£1.50
CONVERSION: skiing
10%
1%
0%
1%
1%
£15,500 £3.87
*THESE NUMBERS ARE TOTALLY FICTIONAL
Don’t neglect other types of value
• Participation• Content creation• Content sharing• Spreading the word• Recommending to friends
Share our content
Loyalty / action
Blog / report / off-site
Participate on-site
Recommend us
Aware / reads elsewhere
Visitor
Repeat visitor
Registered user
Aware / reads on our social presence
S = Socially valuable
C = Valuable content
R = Valuable for reach
R
S
C
Users in relation to valuable actions
R
R
C
Track value by keyword
Golf Skiing
45%
30%
10%
25%
5%
30%
5%
20%
Content creation
Other socially valuable actions
Financial value
Reach
KEY
Summary
1. Determine numbers throughout user flow
2. Determine revenue streams in relation to users
3. Identify revenue in relation to keywords / products
4. Consider other valuable community actions
5. Consider all valuable behaviour per keyword
6. Optimise resource allocation, content, campaigns
7. Forecast users, members, revenue, profit