Get Control Over Your Entire Growth Cycle with Kissmetrics’ Populations

As a people-based analytics platform, Kissmetrics tracks users through every step of the growth cycle – from first visit to signup to every step thereafter.

Today, we’re taking the next step in analytics by releasing Populations, a new feature that makes it easier for growth marketers and product teams to track and understand key groups of people across their growth cycle.

With Populations, you’ll quickly see how these critical groups are performing, and in just a few clicks easily segment your Populations for greater insights.

With this new feature, you can stay on top of your growth cycle:

  • Track: Create Populations based on any behavior combination they want, to monitor your business growth cycle.
  • Understand: Your data is clearly organized around your Populations so you can quickly understand the health of all of your key growth segments at a single glance.
  • Focus: Quickly know which Populations are growing or shrinking, so you can focus your initiatives on the Populations that need it the most.

Here’s how it works.

Tracking Your Growth Cycle

Let’s say you’re the Director of Growth Marketing for a SaaS company. You need to keep a constant eye on all areas of your growth cycle, that is:

  • Signups
  • Activation
  • Product usage

Tracking this is actually quite difficult with most analytics tools because you have to go to a series of reports to see what’s going on across the growth cycle. That’s where Populations comes in. In just a few clicks, you’ll be able to see how all Populations are trending, who is in each Population, and you’ll even be able to segment to see the breakdown of the Population by property. Let’s see these features in action.

Overview Page

Here’s a simple example of three Populations common to SaaS growth cycles and how each are performing:

populations-overview-page

  • Signups – These are the people that have signed up for a trial sometime within the last 30 days.
  • Product activation – Users in this Population are those that activated the product in some way. Maybe they reached some area of the product where the aha moment is reached.
  • Active Users – If people are logging in, they’re likely using your product and are engaged users. People in this Population are those that logged in at least three times in the last 30 days.

This overview gives us some good information about the early stages of customer acquisition and adoption – we see how many people were in each Population, and how it’s performing against 90 days ago. This provides a quick glimpse into where we stand in our growth cycle.

To dig into more detail, let’s see how our signup Population has performed over time. To do that, we’ll go back to the Overview page and click on a Population. Let’s see how signups have performed over the last 90 days.

Populations Page

signups-last-30-days-kissmetrics-population

The Population page has a few features:

  • See how a Population is performing over time. You can change how far back over time by simply entering a different amount of days in the top right corner.
  • You can save the Population to a report (more on this later).
  • See every person in each Population by clicking on the blue button near the bottom.

So for this Population, we see that in early January there’s a spike in signups, doubling in just a couple weeks. If there was anything that changed with our marketing during this time, we’ll know that it was the driver of this bump in signups. Often times a conversion bump may be responsible for this sustained increase. It’s also striking that we’ve doubled conversions from where we were 90 days ago. This means that whatever changes have happened in marketing activities have worked in increasing signups.

To see some of the data that makes up the Population, we’ll click on the Segmentation tab.

Segmentation

Let’s see which country is contributing most to signups.

signups-segmentation-by-country-kissmetrics

This shows us that the bulk of our signups are coming from the United States. We’ll get a more complete view in this list:

segmentation-kissmetrics-population

The “9 property values” tells us that all of our signups are coming from nine countries. But over 90% of signups originate from the United States.

Keep in mind that we can break this down by any property we have. We are not limited to just country. You’ll find it best to mix and match properties between your various Populations.

Using Populations In Reports

You’ll also be able to apply a Population to any report. This makes a Population act as a “filter” for any of your reports.

For example, if you want to see how a Population moves through a funnel, you’ll just create that funnel and apply a Population to the report.

When you save a report with a Population, you can access it from the Overview page:

reports-in-kissmetrics-population

Click on one of those reports, and you’ll get the report that only has the people in that Population:

kissmetrics-population-in-report

And we’ll have a funnel only for the people in our Signups – Last 30 Days Population. This helps us narrow down a specific Population to see how it is performing. We can use any report for a Population; we aren’t limited to just the Funnel Report.

Common Populations Use Cases

Many of our early beta testers used Populations to track key parts of their business. SaaS companies find it useful to create these Populations:

  • New monthly visitors – Go beyond just tracking the total amount of people coming to your site. Create a Population to find how many new visitors have come to your site without ever previously visiting. Then segment it to see what’s driving the Population.
  • Active trial users – Getting people to see the value of your product during the trial phase is the most important step to getting them to convert to paying for your product. Creating an engagement to track active trial users (the ones who are actually using the product) will help provide clues as to whether your trial process does a good job at showing customers your product value.
  • Monthly trial conversion – Tracking the conversion from those trial users into paying customers will help you see if the changes you make over time are impacting this conversion.
  • At-risk customers – Engagement is crucial for SaaS companies, and if users aren’t logging in, it may be an indicator of a future churn. Track these people and prevent the churn before it happens by creating a Population.

E-commerce companies will benefit by using these Populations:

  • Monthly buyers – Purchases are the lifeblood of e-commerce companies. How many people bought this month? How many of those were new customers purchasing for the first time? Tracking these Populations can help you understand how your overall sales are performing.
  • Loyal purchasers – Repeat purchases are necessary to sustain an e-commerce company. A Population that tracks repeat purchasers over time will show if you’re gaining loyalty or if you’re losing it.
  • One and done buyers – Are there people that purchase but never return to buy anything again? Hopefully not, but with Populations you’ll quickly and easily see how many (or how few) one and done buyers you have.
  • Browsers – How many people are browsing your store without buying? If there’s a lot (of a large percentage of your overall traffic) it may indicate that your site doesn’t convert well or it isn’t attracting your target audience.

The list doesn’t stop there. We know that each business is unique and has their own KPIs. Track those important benchmarks and anything else that is important to your product and marketing with a Population.

Watch Our Demo

Want to see Populations in action? Click Play below:

Try Populations For Yourself

If you’re already a Kissmetrics user, you can login and Populations will be ready to use.

If you’re not a Kissmetrics user, you can signup or request a demo to learn more about our tool.


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Try These Useful Suggestions to Build Your Audience

Try These Useful Suggestions to Build Your Audience

On Monday, our good and wise friend Andy Crestodina showed the difference between optimizing for search engines and optimizing for social shares. He also gives us a nice piece of advice about how you can get really crafty and do both.

Proofreading might not seem exciting, until the day you publish a post with the headline Making that Shit into the Next Phase of Your Career. Don’t let that happen; read Stefanie’s Tuesday post.

On Wednesday, Brian Clark reminded us that search and social get all the attention, but it’s email that pays the bills. He explains why email is the most important content distribution platform you have … and reveals that my favorite analogy for how to treat your audience has always given him the jitters. (Do you agree with him? Let us know in the blog comments! …)

And earlier today, I posted our Content Excellence Challenge prompts for April. These are fun, creative exercises we do together as a community. Both of the prompts are practices that will make your content better, and get you making more of it.

On The Digital Entrepreneur, Bryan Eisenberg shared his insights with Sean and Jessica on how to leverage Amazon self-publishing to find new audiences and customers. If you haven’t encountered Bryan yet, he’s a bit of a marketing and persuasion guru/ninja/Jedi/grand master … but the kind who actually knows what he’s talking about. He understands Amazon on a deep level, and the conversation is filled with useful suggestions.

On Copyblogger FM, I talked about some “mindset hacks” that really will help you Do All the Things … and the popular self-help advice that could do your success more harm than good. On Unemployable, Brian and Robert shared their thoughts about building that wonderful thing: recurring revenue. And on The Showrunner, Jerod chatted with David Bain about transitioning from podcasting to hosting live digital events.

That’s it for this week … enjoy the goodies, and have a lovely weekend!

— Sonia Simone

Chief Content Officer, Rainmaker Digital

Catch up on this week’s content


the best content doesn’t win. the best promoted content winsHow to Optimize Content for Both Search and Social (Plus, a Headline Hack that Strikes the Balance)

by Andy Crestodina


Want to know how I find and correct errors in my own writing as well as every article we publish on Copyblogger?3 Proofreading Pointers, So Your Writing Isn’t Shared for the Wrong Reason

by Stefanie Flaxman


Not all aspects of your audience are equalA Surefire Way to Get Constant Traffic to Your Content

by Brian Clark


Content Excellence Challenge: April Prompts2017 Content Excellence Challenge: The April Prompts

by Sonia Simone


How to Use Amazon Publishing to Grow Your Online AudienceHow to Use Amazon Publishing to Grow Your Online Audience

by Sean Jackson & Jessica Frick


Kelton Reid on The Learn Podcast Production PodcastKelton Reid on The Learn Podcast Production Podcast

by Caroline Early


5 Mindset Habits that Actually Work5 Mindset Habits that Actually Work

by Sonia Simone


The Beauty of Recurring RevenueThe Beauty of Recurring Revenue

by Brian Clark


How Bestselling Author Greg Iles Writes: Part TwoHow Bestselling Author Greg Iles Writes: Part Two

by Kelton Reid


5 Steps to Hosting Successful Live Online Events5 Steps to Hosting Successful Live Online Events

by Jerod Morris & Jon Nastor


The post Try These Useful Suggestions to Build Your Audience appeared first on Copyblogger.


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2017 Content Excellence Challenge: The April Prompts

Content Excellence Challenge: April Prompts

It’s April! Don’t ask me where March went, because I have no idea. But it’s time once again for a pair of Content Excellence Challenge prompts.

Each month this year, we’ll give you two prompts — one intended to make you a better writer and one intended to make you a more productive one.

This month’s prompts both share a creative dimension and an ultra pragmatic one. Because creativity and pragmatism are like air and water — you need both of them to make it.

Ready or not, here we go:

The April Creativity Prompt

Remember last month’s creative challenge to find keywords?

(If you did that one, drop a note in the comments and gloat over the lesser mortals who didn’t quite get around to it. You know you want to.)

This month we’re approaching the same critter, but with a different net.

Starting today, every day until the next Content Challenge post, go to a social media site and copy some phrases written by your target audience.

Let’s face it; you’re already hanging out there anyway. And while we all definitely want to know what you think about Bulletproof Coffee, you might as well use that time to do some listening, too.

Write down, word for word, what people are saying about your topic. You might find a phrase, a sentence, or a full paragraph … you never know what’s going to show up on a given day.

You’re looking for:

  • Frustrations
  • Rants
  • Questions
  • Irritations
  • Failures
  • Embarrassments
  • Triumphs

Important: Make sure you label these as someone else’s words when you copy them down. You can use something crazy like quotation marks and the name of the person who originally wrote it. Date each entry, with a note about where you found it.

You don’t want to come back to this in six months, think you wrote these phrases, and accidentally plagiarize someone else’s wording.

What you’re mining for are scraps. Word choices. Conceptual frameworks. Mindsets. Approaches.

These words and phrases are idea seeds for your content — seeds you can grow into blog posts, podcast scripts, and maybe even entire products and services.

Now let’s talk about a productivity tool to help you find those again when you need them.

The April Productivity Prompt

You may have noticed that there’s been something of a resurgence in journaling lately. If you’re ever on Instagram, Pinterest, or YouTube, you may have seen people who keep “bullet journals” — Ryder Carroll’s name for an originally simple set of ways to keep lists and notes.

Some people’s bullet journals are Instagram masterpieces, with color-coded tracking systems, calligraphy flourishes for every day, and “spreads” showing impeccably illustrated weekly grocery lists.

I’m going to propose something a little less curated than that.

This month, if you don’t have one yet, start a creative journal. I suggest that great creative journals tend to have three qualities: They are Messy, Private, and Inclusive.

In my experience, creative people need journals. They’re the greenhouses where we grow ideas. And the laboratories where we practice fiendish experiments.

Journals should be messy. An impeccable, Instagram-ready journal is something different. It’s a creative output … a finished piece of art. But you need a journal for creative process and input.

Creative journals should have false starts, rabbit holes, ugly drawings, stupid sentences, bad ideas, and other embarrassments.

Journals should be private. Because a good creative journal is embarrassing, it’s a great idea to keep it private.

There might be something cool in there that you do want to share. There often is. Go ahead and share it … selectively.

But a creative journal is mostly about private exploration, not public showing off.

Journals should be inclusive. Most of my life I’ve balanced piles of notebooks — maybe one for sketching, one for work, one for to-do lists, one for creative ideas, one for quotes.

I’m coming around to the benefit of dumping the whole mess into one bucket.

My (very ugly) bullet journal has to-do lists, project notes, content plans for the blog and the podcast, thoughts about habits, thoughts about my business, quotes, doodles, sketches, workout notes, the recurring script for my podcast intro, product ideas, call notes, grand ideas for the future, and all manner of lists.

No one wants to see a YouTube video of my bullet journal.

If you keep a journal like this digitally, and you haven’t tried paper for a while … allow me to suggest that you try it out. There’s something deeply creatively satisfying about an actual object stuffed with ideas — a collection of digital notes just doesn’t spark the same excitement.

A creative journal is a place to capture the sparks that float past. It’s a space to experiment, plan, or just goof around. It’s a home for random thoughts and interesting brainworms. It’s where you store dreams that scare you a little.

Flip through your journal sometimes. (You’ll find yourself doing that automatically when you need a content idea or think of a use for that reference note.)

Those social media phrases you’re finding from our first prompt? Copying them into a blank book would be a great way to kick off a new journal.

A final word on keeping a journal: We might need a word for the folks who keep them, but that word is not journalist. I know I am old-fashioned, but I’m clinging to that one for my friends and colleagues who went to journalism school, have put their time in for lousy pay under intense deadlines, and who have the job of defending democracy from charlatans and lunatics.

What do you think?

Journals are, by nature, intensely personal … and you might have strong opinions about them that conflict with my strong opinions about them. I’d love to hear your thoughts!

Let us know in the comments — do you keep a journal? Ever try a bullet journal? What works well for you to wrangle your ideas and find them when you need them?

The post 2017 Content Excellence Challenge: The April Prompts appeared first on Copyblogger.

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