Product metrics by Bogdan Ripa
-
Upload
howtoweb -
Category
Technology
-
view
1.163 -
download
3
Transcript of Product metrics by Bogdan Ripa
Metrics, Metrics Bogdan Rîpă, April 2015 [email protected]
Structure 1. Me talking about metrics (30’) 2. You working on your metrics (15’) 3. Us discussing your metrics (30’) 4. General Q&A (remaining)
WhatsApp acquisition WhatsApp
$19B / 469M MAU = $40.5/MAU Facebook
$54.6/share * 2.23B shares / 1.228B MAU = $99/MAU
More FB data (EOY 2014) Valuation
$78.45/share * 2.23B shares / 1.393B MAU = $125.6/MAU (up from $99 in Jan 2014)
Revenue $12.466B / 1.393B MAU = $8.95 / MAU / year
Funnels (EverPix) Free Signups
Activated Accounts
Uploaded 1 photo
Paid subscribers
775
649 (84%)
422 (65%)
50 (11.7%)
6.5%
Funnels (online shop) ● Have seen the ad / forum post / Facebook post / etc ● Landed on your website ● Added at least 1 product to cart ● Have seen the checkout page ● Checked out / paid ● Returned for a 2nd purchase, 3rd, etc
o Shared their shopping experience o Left a product review o Recommended to a friend
What are these? MAU = Monthly Active Users (DAU, YAU, etc) Churn = % of customers lost over a period of time Retention rate = 1 - Churn Average LifeTime of Customer = 1 / Churn
A basic chart Old customers (retained)
New customers (acquired)
Lost customers (churn)
# of customers
What tools to use? - analytics + -
Google Analytics Free Linked to adwards
Page-centric, Bad cohort Designed for websites / advertisers, not product ppl
MixPanel Easy Funnel creation Custom reports (JS based) Individual user tracking
Paid Reporting
KissMetrics Feature-wise, looks promising Expensive / limited free trial
Excel Because you know how to use it Automation, of course
What tools to use? - landing LaunchRock DIY - based on existing templates instapage.com unbounce.com
Would you recommend? On a scale of 0 to 10, how likely are you to
recommend our product to a friend or colleague?
NPS = (promoters - detractors) / total #(9,10) - #(0,6)
#(0,10) NPS =
Revenue jargon to watch ARPU = Average Revenue Per User Average LifeTime of Customer = 1 / Churn MRR, ARR - for recurrent businesses CAC = Customer acquisition cost LTV = ARPU * 1/Churn - Cost Of Serving (COGS)
Structure 1. Me talking about metrics (30’) 2. You working on your metrics (15’) 3. Us discussing your metrics (30’) 4. General Q&A (remaining)