The funnel of Resurrections is nothing but bringing back the customer who is not using the product actively or not using at all. You can think about strategy in a few ways. One way is in how we generically framed growth funnels and how that tended to inform growth roadmaps. For example, you could say that growth is broken down into a few fundamental questions:
- How do I increase the rate of acquisition i.e. get more signups?
- What can I do to activate as many users as quickly as possible in their first ’N’ days?
- What are the levers for engagement and retention and how can I pull them?
- How do I bring churned users back into the system to “resurrect” them from the dead?
- How do I make customer to pay for his next month subscription.
From those questions you can go down the path of identifying products that impact a certain metric (e.g. what products help drive acquisition?) and then figure out how to either (1) optimize those channels to produce more value OR (2) build new acquisition channels from scratch to add more acquisition volume. For example, here is a list of things that could take part in the acquisition funnel:
- Invitations
- Contact importing → sending invites
- Open/click rates of invite emails
- Conversion rate of user post-invite
- Logged out homepage design and how that converts users to signup
- The steps of the signup form
- Account confirmation post-signup
Then you can try and layer your current acquisition channels with brand new channels. Think of acquisition as a stacked line chart. You want to add more stacks to that chart because each stack represents a new source of acquisition. For example:
- Affiliate marketing
- Paid search via Adwords and/or Facebook ads themselves
- Buying mobile installs via mobile ad platforms
- Etc
