Thank you for the fantastic blog post today on community member projections using actual data. Very helpful too - you’re going to save people tons of money and generate accountability in this space.
I have a few questions to help me understand and utilize this information in a more accurate way.
One question (knowing that this data is an approximation/aggregation) - you have in, say, Year 3, a total of 750,000 visitors coming from direct search traffic to the community. That’s nearly as many visitors as the company’s homepage (1.25M). It is also a 15x increase from Year 1. Do you find that to be a pretty normal rise in search results?
Does that lead to an implication that a community manager should highly prioritize identifying, empowering, and supporting community members who can make mega quality posts that drive incredible search traffic? Or is this more typical for high volume communities that have a ton of questions (e.g., customer support) and they win the long tail? Or…?
Alternatively, is the more important number that on average, whatever the search traffic looks like, you’re going to have a .3-.7% conversion rate of those search visitors who register to join the community?
And, similarly, however the website, newsletter, and social numbers are doing for the rest of the company, we should expect about 3-5% of the loyal followers of a company will be interested in joining the community?
The other number that stands out to me as a relative constant in this space is to expect an annual churn rate of 75%. Is that defined as the number of people who post in one year who do not post the next year?
Thank you for leading the way and raising the bar for all of us.