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How to Match Behavioral Measures to Your Main Drivers of Activity

Digital marketing is a blessing for marketers because of the wealth of data that it provides.

Online marketers can analyze and dissect countless items to better understand the habits and preferences of their customers.

Therefore, they can actually put themselves in their customers' shoes and optimize all the experience. This allows them to fine-tune even the smallest aspects of their campaign, improving customer satisfaction and increasing sales.

But it also creates a dilemma. With such an abundance of data points available, it can be a little disconcerting to decide on which behavioral measures to focus on.

So, what are you doing?

In this article, I try to answer the question by suggesting seven of the most important behavioral measures that boost business.

What behavioral parameters should be targeted by marketers?

Sometimes the volume of behavioral measures may seem paralyzing. So what behavioral measures require your most attention?

Obviously, this varies from one company to another, but it all boils down to answering a single crucial question: what are the behavioral measures that affect the main drivers of your business?

For most businesses, three key business drivers are at stake:

  1. Income
  2. Active Users (for SaaS companies)
  3. Customer Loyalty (for e-commerce businesses)

Here's how to match behavioral measures with these key operational factors.


Two behavioral measures have a significant impact on income.

Conversion rate and churn

The conversion rate influences your ROI and your overall bottom line.

This is also what allows you to compare your website from one month to the next and from year to year to track the long term progress.

Therefore, it is undoubtedly the most important metric for reviewing book-for-book.

One of the simplest tools for determining the impact of your conversion rate on your earnings is that of Foremost Media:

It's pretty simple.

Enter the average number of visitors to your website each month, the percentage of visitors that convert and the average value of a conversion.

Here is an example:

In this case, the income from the website would be $ 150,000.

But you can go even further.

If you're wondering how much your revenue would increase by increasing traffic, increasing your conversion rate, or both, you can do it easily.

Simply enter the increase in the percentage of traffic and / or the increase of the conversion rate.

Let's say I can increase traffic by 15% and increase conversions by 0.5%.

Here is what I have:

It tells me that these improvements would bring my website's revenues from $ 150,000 to $ 173,650, an increase of $ 23,650.

By following this simple formula, you can see exactly how your conversion rate affects revenue.

When it comes to churn calculation, this can get quite complicated and depends on a myriad of factors like how you count customers, deadlines, customer segments and so on.

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ProfitWell goes so far as to say that there are 43 different ways to calculate the SaaS churn rate.

But when it is decomposed into its simplest form, the formula looks like this:

It is important to note that churn is inevitable and that it will inevitably occur in almost all businesses.

The important thing is that you have an acceptable termination rate.

So … what is considered "acceptable?"

Hate to say it, but it depends.

I like the answer that David Mytton of Server Density wrote about Quora:

You can not just pick a number and say "that's what the churn should be" because it depends entirely on your customer segment.

It's a guy who knows that segmentation is crucial. Any unsubscribe rate that excludes customer segmentation from the equation is most likely wrong.

Mytton admits however that it is useful to have benchmarks. It provides these:

Lincoln Murphy of Sixteen Ventures suggests that an acceptable churn rate is in the range of 5-7% per year or 0.42 to 0.58% per month. According to Murphy, "Companies with an acceptable churn rate only lose about 1 in 200 (or dollars) per month."

In my experience, this sets the standard much too high .

Churn is coming, no matter how amazing your customer service is, how good your product is or how good your price is.

But there are holes to plug in. If nothing is done, an exorbitant churn will erode your income.

If you notice an alarming churn rate – whatever it may be for your vertical and your segment – start acting immediately.

Active Users (SaaS)

Regarding SaaS companies, they will want to closely monitor their number of active users at one point.

This is perhaps the best indicator of commitment and shows how many users actually use their product consistently.

Of course, the term "active" is inherently nebulous and can be defined in various ways.

Pipz Automation even calls active users a vanity metric saying that it is too black and white to identify a user as active or inactive with nothing in between.

Although this is an interesting argument, and determining "activity" may depend on various factors as well as the industry in question, I think that there are concrete ways to identify active users.

Let's go.


The connections are perhaps the most obvious and the most universal.

Facebook has a very simple way of defining active users, which depends mainly on the connection. You do not need to like, comment or use any feature to be considered active. Just log in.

We define an active daily user as a registered Facebook user who has logged in and visited Facebook via our website or mobile device, or used our Messenger application (and is also a registered Facebook user ), a given day. .

If a user does not do so within 30 days, it is marked as inactive.

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This is a way to identify users that virtually any SaaS company can do with ease.

Pipz Automation makes another interesting point by saying, "For everyone, the" inactive "could be on vacation, or their business could go through a slow selling season, so they do not need to to connect to your product for a while. "

While this is food for thought, I still think that reviewing connections is one of the simplest ways to evaluate active users.

Duration of the session

Another factor to consider is the connection time of a user.

Having someone logged in for 10 minutes would be favorable for someone to be logged in only for 2 minutes.

Although anyone who logs in is considered an active user, you assign more value to someone who stays connected longer.

The longer the average length of your session, the better it is.

Using the features

This is the second measure that Facebook (and many companies) use after logins.

Of course, the specific type of features used can vary greatly, because the fact that a user accesses key features is obviously the sign that he is active.

For example, Ahrefs might look at the specific features that users access most frequently from their dashboard.

You will probably want to rank some features as more important than others.

For example, you could assign more value to someone who takes the time to fill out his profile rather than checking the notifications.

This would show that they are absorbed in your software, which is a good sign.

Creation of an IEC

An index of customer engagement (IEC) is a way to get even more comprehensive information about user activity. It is sometimes also known as the customer engagement score .

It is a matter of assigning different values ​​to the actions of a user, which ultimately gives you an overview of the overall engagement of the user.

This ends up being very useful in determining how active your users are as a whole.

Customer Loyalty (E-Commerce)

Finally, there is the issue of customer loyalty.

This affects everything from the sales figure and branding to the long-term viability of your business and the competitiveness of your industry.

You've probably heard something like, "It can cost five times more to acquire new customers than to keep current customers."

This is a good quote that shows why companies are so concerned about customer loyalty.

But here are some other interesting statistics that demonstrate the total impact of having loyal customers.

  • "61% of SMEs say that more than half of their income comes from regular customers, rather than new business."
  • "On average, loyal customers are worth up to 10 times more than their first purchase."
  • "A 5% increase in customer loyalty can increase a company's profitability by 75%."
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When it comes to using behavioral measures to determine customer loyalty, it is usually best to turn to redemptions.

If a customer is forced to buy multiple products from your company, this indicates at least a basic level of loyalty.

They love your brand and have had enough experience to redeem you.

More purchases from a single client are correlated to higher fidelity.

When it comes to a repeat rate formula, it 's really very simple. Here is how to calculate it:

Source of image

So if out of 100 customers, 15 have already shopped with you, you would have a 15% repeat rate.

Calculating your retention rate is one of the most effective ways to assess the collective loyalty of your customers and determine if any adjustments need to be made.


The main business drivers I've mentioned – revenue, active users, and customer loyalty – contribute the most to your bottom line.

There are of course a multitude of factors to consider, but I think these three are the most relevant in the grand scheme of things.

The diagnosis of the state of health of these main drivers of activity relies on the identification of the most impactful behavioral statistics.

To summarize, here is:

  • Conversion and Abatement Rates for Income
  • Connections, Session Duration and Feature Utilization for Active Users
  • Repeat purchases for customer loyalty

By analyzing these elements, you should be able to determine your strengths and weaknesses so you can take steps to optimize your site and improve your bottom line.

In your opinion, what is the main driving force of the business?

About the author: Daniel Threlfall is an Internet entrepreneur and content marketing strategist. As a writer and marketing strategist, Daniel has helped brands such as Merck, Fiji Water, Little Tikes and MGA Entertainment. Daniel is the co-founder of Your Success Rocket, a resource for Internet entrepreneurs. He and his wife Keren have four children, and sometimes enjoy adventures in remote corners of the globe (including children). You can follow Daniel on Twitter or see photos of his adventures on Instagram.