Market your add on like a pro
Transcript of Market your add on like a pro
A C Q U I R E U S E R S
Market your add-on like a pro
O P T I M I Z E Y O U R L I S T I N G
R E TA I N U S E R S
A C Q U I R E U S E R S
O P T I M I Z E Y O U R L I S T I N G
Market your add-on like a pro
R E TA I N U S E R S
R E TA I N U S E R S
Making your listing awesome…
SupportInfo
ProductTour
Call to Action
Sense of Urgency
Benefits &RTBs
SocialProof Keywords
Differentiation
LooksGreat
CrossSell
O P T I M I Z E Y O U R L I S T I N G
Video Forumla
3. Benefits
4. Product Tour 5. Social proof
2. Pain Points1. Target user
6. Call to Action
R E TA I N U S E R S
Making your listing awesome…
SupportInfo
ProductTour
Call to Action
Sense of Urgency
Benefits &RTBs
SocialProof Keywords
Differentiation
LooksGreat
CrossSell
O P T I M I Z E Y O U R L I S T I N G
Some thoughts on pricing…
More Price Sensitive Less Price Sensitive
Fill the funnel with entry level pricing
O P T I M I Z E Y O U R L I S T I N G
Why you no analytics?Super awesome add-on
Put your Google Analytics Account ID here
O P T I M I Z E Y O U R L I S T I N G
Setting up goals to track conversions
Visit analytics.google.com, click admin -> goals, click New Goal
O P T I M I Z E Y O U R L I S T I N G
Tracking Campaigns in Google Analytics
search: “google analytics url builder”
Avinash, Analytics Gurukaushik.net/avinash
A C Q U I R E U S E R S
Market your add-on like a pro
O P T I M I Z E Y O U R L I S T I N G
R E TA I N U S E R S
A C Q U I R E U S E R S
Organic60%
Referral25%
Add-on Vendor & Other
20%
Atlassian Blog & Answers
5%
Direct10%
Social<5%
Stack Overflow 40%Twitter 13% LinkedIn 10% Quora 9%
A C Q U I R E U S E R S
When they will deliver traffic…
1st
Paid Social SEOEarned Media
2nd 3rd 4th
Direct
5th
A C Q U I R E U S E R S
Content is the fuel…
Paid Social SEOEarned MediaDirect
Feed with contentBlog Posts
Articles
Infographics
Videos
Case Study
Testimonials
A C Q U I R E U S E R S
PublishingContent
Conversions peak at 8am (PT)
Sun Mon Tue Wed Thu Fri Sat
40%on
Tues or Wed
# Ev
als
A C Q U I R E U S E R S
People are sharing their problems… answer them
Social
• Atlassian Answers • Stack Overflow • Twitter • LinkedIn • Quora
Where are your users talking
online?
A C Q U I R E U S E R S
Earned media is a big opportunity
Earned Media
Interesting Content
Publications & Editors
A C Q U I R E U S E R S
Earned media is a big opportunity
Developer Blog Atlassian Blog
Earned Media
A C Q U I R E U S E R S
Focus on long tail keyword phrases…
Short KeywordsFewer AvailableLots of Traffic Example: sweaters
Long KeywordsLots AvailableLess Traffic Example: waterproof sweaters for small dogs
SEO
A C Q U I R E U S E R S
Start with the AdWords Keyword Planner
SEO
Visit adwords.google.com and Tools->Keyword Planner
A C Q U I R E U S E R S
If you really want to be an SEO pro…
Moz Search Engine Ranking
Factors
Matt Cutts
SEO
A C Q U I R E U S E R S
When should you consider Paid ads?
Paid Buy users for feedback
Profitable Paid Acquisition
A C Q U I R E U S E R S
Q: How much is a customer worth? A: Customer Lifetime Value (CLV)
PaidAverage Monthly Sales per Customer
Monthly Churn Rate
A C Q U I R E U S E R S
Q: How much is a customer worth? A: Customer Lifetime Value (CLV)
Paid
Average Monthly Sales per Customer = $100
Monthly Churn Rate = 5%
Customer Lifetime Value = $2000
A C Q U I R E U S E R S
Q: How much is a customer worth? A: Customer Lifetime Value (CLV)
Paid
Average Annual Sales per Customer = $500
Annual Churn Rate = 35%
Customer Lifetime Value = $1,929
+ $500 extra for
year 1
A C Q U I R E U S E R S
If the math works, use Paid
Adwords MarketplaceListing
TryClick
Evaluation Purchase
Inside Product
2.1
7
10100
7
14
Paid
If the math works, use Paid
Adwords MarketplaceListing
TryClick
Evaluation Purchase
Inside Product
15%
70%10%
Half of Evals
Paid
A C Q U I R E U S E R S
If the math works, use Paid
Adwords
Purchase
100 $21 CPC Break Even
x$1000 CLV
2.1
Paid
A C Q U I R E U S E R S
If the math works, use Paid
Adwords MarketplaceListing
TryClick
Evaluation Purchase
Inside Product
15%
70%10%
Half of Evals
Paid
A C Q U I R E U S E R S
A C Q U I R E U S E R S
R E TA I N U S E R S
Market your add-on like a pro
O P T I M I Z E Y O U R L I S T I N G
R E TA I N U S E R S
Timing for Drip Emails
Day 0 New Eval
Day 10 Follow Up
Day 25 Eval Ending
Day 35 Post Purchase
Eval Ends
R E TA I N U S E R S
Email content (repeat from before)
SupportInfo
ProductTour
Call to Action
Sense of Urgency
Benefits &RTBs
SocialProof KeywordsDifferentiation
LooksGreat
CrossSell
R E TA I N U S E R S
Some spam I got…
Reason to believe
Benefit
Paint Points
Call to Action
Call to Action
Scarcity
Paint Points
A C Q U I R E U S E R S
Market your add-on like a pro
O P T I M I Z E Y O U R L I S T I N G
R E TA I N U S E R S