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Maximizing Your API Revenues
Hacks, Shortcuts and best practices.
Noam Schwartz [email protected] @NoamSCH
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SimilarWeb Measure, analyze and rank every website on the internet and deliver
these insights to our customers
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Our Technology
September 30, 2014 Business Proprietary & Confidential 3
Crawler (2B page/mo.)
Clickstream – Web & Mobile (Tens of Millions monthly
users)
Website Data Analysis
Tagging Categorization Traffic Ranking Technologies
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How it all began (for me)
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SimilarWeb <dev>
September 30, 2014 Business Proprietary & Confidential 10
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SimilarWeb API Usage by Clients 2014
-
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
January Febuary March April May June July August
API Calls
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Revenue / Marketing Spend
0%
50%
100%
150%
200%
250%
January Febuary March April May June July
Income vs. Marketing Spend
Revenue Growth Marketing Spend
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PRODUCTSALESSUPPORTBI QAMARKETINGDEVOPS ACCOUNTMGMTCONTENT COMMUNITYINTEGRATION SECURITYPAYMENTS
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Our Plan
1. Setup 3. Op+miza+on 5. Scale
2. Discovery 4. Validation
1 product 1 web developer 1 backend developer
1 product 1 web developer 1 backend developer 1 designer 1 Marketing / Community Ad-hoc BI and Automated M.
Dedicated Team
2 Sales / Support Marketing Developer Relations Ongoing tech support based on dedicated team
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Reality
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SimilarWeb API Usage 2014
-
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
January Febuary March April May June July August
API Calls
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SimilarWeb API Usage 2014
-
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
January Febuary March April May June July August
API Calls
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Lesson #1 Know How To Count
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Units Usage / Units Sold 0.75-1
Cost Per Lead
<$100
Time to purchase
<30D
Leads Conversion
>10%
For some more ideas
(http://slidesha.re/1af301I)
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What’s going on?
Marketo 1.8%
Newsletters 2.5%
Display 5.4%
Paid Search 6.5%
Rest 7%
Media Buy 8%
Referral 13.5%
Organic Search 28.4%
Direct 29.9%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Lead Sources Breakdown
Email 0.5%
Social 1%
Paid Search 4%
Direct 5%
Organic Search 7%
Display 27%
Referral 14%
Other 41%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Traffic Sources Breakdown
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September 30, 2014 Business Proprietary & Confidential 21
Find Anomalies
Traffic Leads
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September 30, 2014 Business Proprietary & Confidential 22
Love your Competitors
2
3
1
4
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Communities
September 30, 2014 Business Proprietary & Confidential 23
Github, Stackoverflow, RubyGems,
ProgrammableWeb, Mashape
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Take Action
September 30, 2014 Business Proprietary & Confidential 24
Engage Partner
Takeover Buy Give
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SimilarWeb API Usage 2014
-
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
January Febuary March April May June July August
API Calls
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Lesson #2 Do Things That Don’t Scale
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Sales and Support Flow
Trial Organic
Misc
Paid
X% Developer Portal
Purchase
Marketo – Periodic Reminder Emails
Lead Nurturing– Dedicated AM
Customer Support Tier 1 Chat Desk
Customer Support Tier 2 - Data Related Questions
Customer Support Tier 3 - IT related Questions
Y% Upsell Z%
Automatic
Manual
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Customer Support
30%
57%
13%
Clients Engagement with API Team
No Touch
1st Tier
2nd + 3nd
312 Personal (non-canned) Emails
274
Welcome Emails
21 Other Interactions
55
Sales and Support Phone Calls
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“Wax on, Wax off”
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Partner
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SimilarWeb API Usage 2014
-
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
January Febuary March April May June July August
API Calls
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Lesson #3 Get Help
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Lesson #4 Hitchhike
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D&B
September 30, 2014 Business Proprietary & Confidential 34
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Azure Data Marketplace
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Salesforce Appexchange
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Google Docs
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Product a Week Policy
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SimilarWeb API Usage 2014
-
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
January Febuary March April May June July August
API Calls
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Lesson #1 Trust the Numbers
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Lesson #2 Do Things That Don’t Scale
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Lesson #3 Get Help
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Lesson #4 Hitchhike
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Thank You!
September 30, 2014 Business Proprietary & Confidential 44
Noam Schwartz [email protected] @NoamSCH