Once we’ve benchmarked our current growth rate, we need to figure out where those members are coming from.
Use Google Analytics to find out the main sources of traffic to your community.
You can do that by selecting Acquisition --> All traffic --> Channels
We can see that the majority of people visit our community via organic search or search engine referrals. (I suspect most – if not all of you will find the same thing). Those people probably don’t even see the front page that we spent so much time optimising for conversion.
The Pareto principle tells us that 80% of our results comes from 20% of our effort. Identifying that 20% so that you can optimise those activities is the key to growth.
For example, if your value proposition is on your main landing page and only 20% of people are currently exposed to it, what can you do to increase that?
An obvious way would be to identify the 20 most popular articles/discussions posts and add registration CTA (call to action) messages into those.
You can do that by selecting Behaviour --> All pages
Another way is to add a modal registration CTA when someone reads x articles or posts.
Once you’ve made those changes, measure weekly to monitor the growth rate.
Here is a bonus read: How to Use Google Analytics Acquisition Reports