jack wallington at vircomm14 - 'using data to win hearts and minds

Page 1

Month One Project

Using data to win hearts and

minds

The importance of Month One

Understand the month one funnel

Before...

Now...

Calls to action

Identify key steps, track as KPIs

What we didTrack each step in the funnel and turn

the dials

1. Optimise calls to register

Immediate return to

YoY growth in active

registrations

2. Optimised the form

3. Optimise routes to registration

In page form to help people with intent to engage

4. Introduce post as part of registration

Overcome first post fear(~60% of newly registered members posted)

5. Optimise posting as part of registration

6. Welcome SquadHumans 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?

Active Registrations

80% YoYgrowthNotice and form

optimisations

Bulk of work

Remove activation email

Removed some notices

Warmest Welcome Possible

Thousands of new members given useful guidance each week – relationships built

Month One…

Welcome

Track

What next?

Retention!

Grows active users, posts, page

views etc