Another disjointed analysis with specifics about my company that I shouldn't tell people.
10: Ratios are good for comparing factors that are opposed or have some kind of tension. A good metric changes behavior.
12: Types of Metrics - Qual / Quant, Exploratory / Reporting, Leading / Lagging, Correlated / Causal ( If you find a relationship between something you want and something you control, you can change the future )
14: We care about active users, because it probably lead-indicates our churn rate. This requires a lot of different queries to diff DBs. (18) Analyze patterns of engagement and desirable behavior, find commonalities.
16: Knowledge Matrix - Known Knowns are facts that may be wrong and should be checked against data. Known Unknowns are questions we can answer with automated reporting. Unknown Knowns are intuitions we should quantify. Unknown Unknowns are located through exploratory reporting and where we can locate unfair advantages and new insights.
18: Pivot hard or go home, and be prepared to burn bridges.
19: Churn is a lagging indicator. Cohort analysis (comparing customer groups over time) is the road to leading indicators.
20: Are the metrics we track helping us make better decisions faster?
22: A company assumed "active" was 4x a week, when it turned out to be only 1x a week (to great success). Things they tried: Clarified signup flow, added more explanatory copy. Daily email notifications, transactional emails tied to actions on-site.
24: A segment is a group that shares a common characteristic. Segment visitors then compare segments to each other to understand differences in metrics. Look for disproportionate relationships.
26: Cohort analysis allows patters to emerge across customer lifecycles.
27: We can test anything, but focus on the critical steps and assumptions.
34: Venn Diagram: Expertise, Desire, Monetizable. E+D = Learn to M. E+M = Improve D. D+M = Learn to say no. All 3 = Victory!
52: Use Google Analytics multi-channel conversion visualizer to see which referral sources are combining to influence visitors
57: Find days where unsubscribe rate is high, then find out why. Need to tweak the unsubscribe process to get better resolution on this. Subs expire some time after cancellation, so a decrease in sub numbers on a given day is not necessarily indicative of anything. Find the action, not the result.
67: When you subscribe to QS, you're subscribing to a slice of our personality.
92: Backupify focuses on monthly recurring revenue. They watch churn, but are not going to focus on it until they hit the 10MM revenue level.
97: Properly calculating churn: Select a time period. Average the number of customers at the beginning and the end of the period. Divide the number of cancellations by this number. To increase data integrity, measure churn daily ( using the method in 57: )
125: User Generated Content: Use the forums as a source of UGC and find ways to repackage it and syndicate it.
154: QS is in Stage 5, we have revenue and we are beginning to branch into new verticals. We need an ecosystem to help us cross the gap from niche site to industry staple.
159: Find out what's actually important to people. Get inside their head. Delve for this information aggressively.
211: Refresh the 3-year plan every 18 months. Align the entire company around the vision.
213: The best companies warehouse every possible data point about their site's interactions and use only the data they need. Rally ( a software co ) records everything from kernel-level performance to HTTP-based user gesture interactions between the browser and software. They can then correlate changes in site performance to user behavior and vice versa.
256: metrics for stage 5 (scale). Attention is a precious commodity. Don't waste the visitor's attention on stuff that doesn't matter. Internally, compare the metrics that matter across channels, regions, and other segments to find efficiencies and inefficiencies.
258: Get a better understanding of what new visitors really do.
260: Limit the company's vision to a 3-pronged strategy.
261: For each C-Level strategic assumption, what are the 3 line-level tactics that can be used to survey, test, prototype, then fill/kill quickly?
262: Enable (both emotionally and technically) anyone on staff to run a split test. Give the line level a wide range of flexibility.
263: Scale stage summary: Focus on the health of the ecosystem and ability to enter new markets. Pay attention to compensation, API traffic, channel relationships,and competitors. These are no longer frivolities or distractions.
274: Hypothesis to test: most people unsubscribe beacuse they don't need our service anymore, not because we're crappy. Limited data bears this out but we need to conduct FAR better exit surveys.
281: Product pricing has nothing to do with cost, and everything to do with what the customer pays and how they derive value from the product.
283: Try an intentionally absurdly priced package to anchor high prices, as well as to see if anyone actually bites.
286: We have no real way to measure virality. We can try to use the affiliate program but I suspect many will refer by word of mouth if given an easy way to do so. How many do they refer and how quickly?
287: Sharing by email accounts for 80% of social sharing, usually between small groups of people. Remember Emerson Spartz' theory about "bridge nodes". Which groups of people are likely to be conduits between other peer groups? (326)
288: 3pm is when people are most likely to open an email. If software permits, time newsletters on a per user level, based on signup time.
290: Site load time matters a great deal. Spend a lot of time to get this down.
302: Negative Churn is the long-tail of brand awareness. We might convert some "Long time listeners, first time callers" after a year, or longer. Focus on customers that have been on our mailing list for a long time but are not subscribers.
304: Top SaaS companies increase revenue per customer by 20% a year. Can we upsell the Buylist product enough to hit this target? Can our price increase for new subscribers help us hit this level?
324: What kind of content do different traffic sources expect? Twitter Time on Site is disproportionately high. Why is this?
325: Find outlier content and promote it more heavily. Unlocked Insider articles are great for this, as are "nexus pages" like our BOTG page.
326: Most sharing is intimate. Each share generates an average of 9 visitors, per the book's data. Can we find this number for our site? Book data; 5::1 Twitter, 36::1 on reddit. Sharing happens from a groundswell of small interactions between colleagues and friends rather than a one-to-many broadcast. See above (287) about bridge nodes.
334: Engagement rations: 90% lurk, 9% contribute sometimes, 1% engage heavily. Make participation easy, and a side-effect of site usage.