See Whether or Not Your Business Improves Over Time with Cohorts

Lars LofgrenGrowth Manager - October 2013

@larslofgren

What Is a Cohort?1

The 4 Cohort Reports I Use2

2 Cohort Reports for Ecommerce3

We’ll cover...

WARNING: This webinar is heavy on data

Soooo... what’s a cohort?

Monthly conversion rates only tell us so much

Cohorts keep users separated

Definitive answers on how you’re improving

The Core Features of a Cohort Report

Pick your time buckets.

Track events once or every time.

Visited -> Signup, track the signup event once in the month in happens.

1

Signup -> Login, track login every month that it happens.

2

Segment by time or by property.

The option to use cumulative conversion rates.

The 4 Cohort Reports I Use

1. Visit -> Signup

Cumulative Visit -> Signup

What to look for:

Are your acquisition projects improving signups with each new

batch of visitors?

Visit -> Signup Settings

2. Signup -> Billed

What to look for:

Are activation and upgrade projects increasing conversions with each

new batch of users?

Signup -> Billed Settings

3. Monthly Engagement After Signup

What to look for:

Is engagement increasing or decreasing the longer users have

an account?

Monthly Engagement After Signup Settings

4. Cancellation by Subscription Plan

What to look for:

Which plans cancel the most and how long does it take them?

Cancellation by Subscription Plan Settings

Ecommerce Cohort Reports

1. Visit -> Purchase

What to look for:

Is your conversion rate improving with new batches of customers?

Visit -> Purchase Settings

2. Purchase -> Repurchase by Product Category

Are there products that lead to more repeat purchases?

1

Are there products that don’t bring you loyal customers?

2

What to look for:

Purchase -> Repurchase Settings

Who would like to use these cohort reports?

Type “demo” into the question box

Q&A Time!Lars Lofgren

llofgren@kissmetrics.com@larslofgren