1. See Whether or Not Your Business Improves Over Time with Cohorts Lars Lofgren Growth Manager - October 2013 2. @larslofgren 3. What Is a Cohort?1 The 4 Cohort Reports I Use2 2 Cohort Reports for Ecommerce3 We’ll cover... 4. WARNING: This webinar is heavy on data 5. Soooo... what’s a cohort? 6. Monthly conversion rates only tell us so much 7. Cohorts keep users separated 8. Definitive answers on how you’re improving 9. The Core Features of a Cohort Report 10. Pick your time buckets. 11. 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 12. Segment by time or by property. 13. The option to use cumulative conversion rates. 14. The 4 Cohort Reports I Use 15. 1. Visit -> Signup 16. Cumulative Visit -> Signup 17. What to look for: Are your acquisition projects improving signups with each new batch of visitors? 18. Visit -> Signup Settings 19. 2. Signup -> Billed 20. What to look for: Are activation and upgrade projects increasing conversions with each new batch of users? 21. Signup -> Billed Settings 22. 3. Monthly Engagement After Signup 23. What to look for: Is engagement increasing or decreasing the longer users have an account? 24. Monthly Engagement After Signup Settings 25. 4. Cancellation by Subscription Plan 26. What to look for: Which plans cancel the most and how long does it take them? 27. Cancellation by Subscription Plan Settings 28. Ecommerce Cohort Reports 29. 1. Visit -> Purchase 30. What to look for: Is your conversion rate improving with new batches of customers? 31. Visit -> Purchase Settings 32. 2. Purchase -> Repurchase by Product Category 33. 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: 34. Purchase -> Repurchase Settings 35. Who would like to use these cohort reports? 36. Type “demo” into the question box

1. See Whether or Not Your Business Improves Over
Time with Cohorts
Lars Lofgren
Growth Manager - October 2013

2. @larslofgren

3. What Is a Cohort?1
The 4 Cohort Reports I Use2
2 Cohort Reports for Ecommerce3
We’ll cover...

4. WARNING: This webinar is heavy on data

5. Soooo... what’s a cohort?

6. Monthly conversion rates only tell us so much

7. Cohorts keep users separated

8. Definitive answers on how you’re improving

9. The Core Features of a Cohort Report

10. Pick your time buckets.

11. 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

12. Segment by time or by property.

13. The option to use cumulative conversion rates.

14. The 4 Cohort Reports I Use

15. 1. Visit -> Signup

16. Cumulative Visit -> Signup

17. What to look for:
Are your acquisition projects
improving signups with each new
batch of visitors?

18. Visit -> Signup Settings

19. 2. Signup -> Billed

20. What to look for:
Are activation and upgrade projects
increasing conversions with each
new batch of users?

21. Signup -> Billed Settings

22. 3. Monthly Engagement After Signup

23. What to look for:
Is engagement increasing or
decreasing the longer users have
an account?

24. Monthly Engagement After Signup Settings

25. 4. Cancellation by Subscription Plan

26. What to look for:
Which plans cancel the most and
how long does it take them?

27. Cancellation by Subscription Plan Settings

28. Ecommerce Cohort Reports

29. 1. Visit -> Purchase

30. What to look for:
Is your conversion rate improving
with new batches of customers?

31. Visit -> Purchase Settings

32. 2. Purchase -> Repurchase by Product Category

33. 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:

34. Purchase -> Repurchase Settings

35. Who would like to use these cohort reports?

36. Type “demo” into the question box

37. Q&ATime!
Lars Lofgren
llofgren@kissmetrics.com
@larslofgren