elliot shmukler, vp product, wealthfront - accelerating conversion & adoption through...

Re-marketing 101: Accelerating Conversion & Adoption

VP Product and Growth at Wealthfront

@eshmuwww.linkedin.com/in/eshmu

© 2015 Elliot Shmukler. All right reserved. Follow me @eshmu.

Lessons from 10+ years of

consumer Internet hyper-growth …

2

© 2015 Elliot Shmukler. All right reserved. Follow me @eshmu. 5

© 2015 Elliot Shmukler. All right reserved. Follow me @eshmu. 7

IT IS EASIER TO GET AN ACTIVE USER TO

DO A LOT MORE THAN TO GET AN INACTIVE

USER TO DO ANYTHING

Re-marketing/Re-targeting:

Marketing again to someone that has already taken a desired action

( i.e. trying to get an active user to do more )

Approach 1: If I visited but did not convert, get

me to visit the same place again

Approach 1b: If I start a flow but don’t finish,

remind me to finish it

Approach 2: If I click on an email but don’t

convert to the desired action, send me the

email again

Approach 3: If I take a valuable action once, ask me to do it again

President & CEO at Wealthfront

President & CEO at Wealthfront

© 2015 Elliot Shmukler. All right reserved. Follow me @eshmu. 20

Use Re-marketing / Re-targeting !

Approaches:

• If I visited but did not convert, get me to visit the same place again• If I start a flow but don’t finish, remind me to finish it

• If I click on an email but don’t convert to the desired action, send me the email again

• If I take a valuable action once, ask me to do it again

Re-marketing 101: Accelerating Conversion & Adoption

VP Product and Growth at Wealthfront

@eshmuwww.linkedin.com/in/eshmu