UserAcq

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This session was proposed and led by Nasser Manesh of Frucall.

Contents

Discuss this topic online

Greetings!

We had a pleasant surprise of 60-70 people attending, which shows the importance of the topic. We discussed a number of different issues, maily:

  • Definition of success in terms of the size of user community, and how to relate that to monetization
  • Issues around getting heard and standing out
  • Attracting visitors
  • How to get good convergence, i.e., turning visitors into registrants
  • How to encourage registrants to keep using the service, hence keep the revenue stream coming

Christine Herron has a great summary of the results of the first session in her blog post on driving traffic.

Notes from Part II:

Awareness: how do you get the word out?

Starting with friends and family

  • need to keep asking them to help. Iterate and get it right
  • then get them to evangelize
  • iterate on messaging, you will not get it right in the first time!

Talk to your customers

  • be prepared to get uncomfortable
  • if they’re not using your service, why not?
  • Try to walk in their shoes. Pick samples of your audience, and talk to them.

Start SEO

  • it takes time; start early

Blogs

  • research who the influencers are
  • get influencer bloggers involved in your servie; engage them
  • keep informing them (not spamming) it’s ongoing, not one time
  • Be patient, it takes time to be picked up

Keep a log of everything you’re doing; who you’re talking to, what they’ve written

  • Use your collected email list to send updates
  • Use analytics software to track traffic and conversions, those who are driving more traffic or better conversion should get more attention

Give you users tools to force virality

  • now that you’ve logged in, email your friends
  • Help them access their address book (Yahoo mail, etc) to let friends know about you
  • Build little things into your service that have a viral nature. Things that, just by using them, the user engages others and therefore your service becomes self-promotional.
    • Example: Group Voice Messaging and Group Text Messaging in Frucall.

Don’t be shy about advertising your features

  • They have to be in the face of your users
  • Create onversion goals in your analytics to see if/how your users use these features

Community/forums


Acquisition: sign up

Make registration Optional

  • Make users comfortable by trying your service first
  • Depending on business model, try to make registration free
  • But have a clear value proposistion, so that later they want to sign up

Make sign up VERY simple

  • If you don't need some information right away, don't ask for it.
  • Make it one page.
  • Have incentive/promotions for sign up.

Retention: Make users keep using the service

  • User communication –
    • Send email to your users; some people will consider this spam
    • Be frank, friendly, factual so that your correspondance is considered added value, not spam
  • Add features often
    • Instead of one major release with three new features do three releases with one feature each
    • Uses these opportunities to do PR and also communicate with your users
  • Ask for feedback; give incentives
  • Be responsive to your users, give them feel of importance
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