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Jack Wallington at Vircomm14 - 'Using data to win hearts and minds'

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This document discusses optimizing the first month experience for new members of an online community. It outlines steps taken to improve registration rates and early engagement, including optimizing calls to action, registration forms and routes, introducing a post as part of registration, and welcoming new members. These efforts led to an 80% year-over-year growth in active registrations. Going forward, the focus will be on retention of new members.

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Page 1
Using data to win hearts and minds M ont h One Pr oj ect
The i m por t ance of M ont h One
Under st and t he m ont h one f unnel Identify key steps, track as KPIs Before... Now... Calls to action
W hat we di d Track each step in the funnel and turn the dials
1. Opt i m se cal l s t o i r egi st er Im edi at e m ret urn t o YoY grow h t i n ac t i ve regi s t rat i o ns
2. Opt i m sed t he f or m i
3. Opt i m se r out es t o i r egi st r at i on In page form to help people with intent to engage
4. I nt r oduce post as par t of r egi st r at i on Overcome first post fear (~60% of newly registered members posted)
5. Opt i m se post i ng as i par t of r egi st r at i on
6. W com Squad el e Humans need other humans And data helps manage us! From 2 members of the community and 1 member of staff answering about 15% of posts / week, up to 60 members answering about 90% / week
And the results?
Act i ve Regi st r at i ons Rem ove act i vat i on em l ai Not i ce and f or m opt i m sat i ons i Bul k of wor k 80% YoY grow h t Rem oved som e not i ces
W m ar est W com Possi bl e el e Thousands of new members given useful guidance each week – relationships built
Tr ac k W com el e Gr ows act i ve user s, post s, page vi ews et c M ont h One… W hat next ? Retention!

More Related Content

Jack Wallington at Vircomm14 - 'Using data to win hearts and minds'

  • 2. Using data to win hearts and minds M ont h One Pr oj ect
  • 3. The i m por t ance of M ont h One
  • 4. Under st and t he m ont h one f unnel Identify key steps, track as KPIs Before... Now... Calls to action
  • 5. W hat we di d Track each step in the funnel and turn the dials
  • 6. 1. Opt i m se cal l s t o i r egi st er Im edi at e m ret urn t o YoY grow h t i n ac t i ve regi s t rat i o ns
  • 7. 2. Opt i m sed t he f or m i
  • 8. 3. Opt i m se r out es t o i r egi st r at i on In page form to help people with intent to engage
  • 9. 4. I nt r oduce post as par t of r egi st r at i on Overcome first post fear (~60% of newly registered members posted)
  • 10. 5. Opt i m se post i ng as i par t of r egi st r at i on
  • 11. 6. W com Squad el e Humans need other humans And data helps manage us! From 2 members of the community and 1 member of staff answering about 15% of posts / week, up to 60 members answering about 90% / week
  • 13. Act i ve Regi st r at i ons Rem ove act i vat i on em l ai Not i ce and f or m opt i m sat i ons i Bul k of wor k 80% YoY grow h t Rem oved som e not i ces
  • 14. W m ar est W com Possi bl e el e Thousands of new members given useful guidance each week – relationships built
  • 15. Tr ac k W com el e Gr ows act i ve user s, post s, page vi ews et c M ont h One… W hat next ? Retention!

Editor's Notes

  1. Updated copy
  2. Updated copy