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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
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