Without cuts. Report kubish.ru cashback service for April 2015. How do you like the new registration?

We continue to write reports on the development of kubish.ru cash back service . This time, we’ll tell you how you improved your purchase indicators, but worsened your registration rates, redoing authorization and registration forms, and also under our cut a lot of our metrics for the last month.

Previous reports can be found here:

• 1 month
• 2 month
• 3 month
• 4 month

1. Attendance

This month, attendance amounted to 12,303 unique visitors and 70,150 unique visitors in 5 months. We greatly reduced the volume of advertising traffic, working on expanding the sales funnel, as described below.

2. Registrations

We grew to 3100 users and received 306 registrations in a month, the base growth by 11%.
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3. Shopping

215 purchases over the last month, the growth in purchases by 48% despite the fact that registrations have become much smaller.

4. Revenue

Revenue also grew over the month and amounted to 30,809.65 rubles for the last month and 108549.64 total.

5. Buyers

The number of active buyers increased to 93 per month.

6. Revenue by user cohorts

We also analyzed the distribution of revenue by cohort of customers, counting each new month with a new cohort. It turns out that new users from this month brought us only 37.5%, and all other purchases were made by users from previous cohorts.

7. Traffic sources

The overwhelming majority of direct traffic confirms the arrival of people who already know about us and make repeated purchases. Next are social networks, link traffic, SEO.

8. New registration form

Improved, in our opinion, the registration form, adding new visual blocks and telling about the advantages of cashback service. We will be happy to receive feedback and recommendations for further improvement of the form and the registration itself.

9. Sales funnel
The registration mechanism was completely reworked, and some places, as a result of which, for some time, users could not register at all, confusing registration with authorization. Received the expected reduced conversion of visitors to the registration, which of course is a big file:


Next month, the results of the new registration will be visible, which should be better. But the conversion of registrations into buyers continues to improve. This month it rose to 9.15%:


10. Improved authorization
One of the most basic models of the service: a person wants to buy something in an online store, remembers that with the help of us he can get a cashback from a purchase at any of the 2000 online stores, goes to us, finds the right store, sees that it is possible to save a few percent of the purchase, clicks "Go to shopping", and the system asks him to log in. This must be done then in order to link the cashback to this particular user. So this form of authorization is not always obvious to the client. Someone is trying to register in it, someone does not understand why she is needed and leaves the site. Having spent more than one day watching the behavior of customers in the WebVisor, we made some improvements, which led to an increase in customer conversion, which is visible on the chart above:
It was:


It became:


Changed the order of the buttons so that the user first used a convenient authentication method: social buttons, added a call, carried a link to the registration outside the form, so that it was more intuitively understandable. These are only minor improvements; you can certainly do better. Any ideas, write.

11. Cost of registered user

We started counting how much each of our registered users costs and received such a growing schedule, which shows that every month our user becomes more expensive, as many are making more and more new purchases.

Results of the month: unlike the first months, we are now very deliberately pouring traffic, carefully measuring and improving the performance of the funnel. Unfortunately, it is not yet possible to calculate the user's LTV (Live Time Value), because there is a very long life cycle, and in the last month users have made purchases, which in theory we should consider dead. Next time we will tell about the RFM-analysis, which we use, and also tell about the results of the new registration, which broke the conversion rates for us this month, but, according to our expectations, should show itself well in the future.

We are waiting for you on the site kubish.ru, to donate $ 5, and at the same time check out our new registration