Beating The Averages (1%, 20%, 10%)

Let’s assume on average 1% of visitors register, 20% of them participate, and 10% of them are still active after 6 months.

0.01 * 0.25 * 0.1 = 0.00025.

If you want 1000 active members with these ratios you’re going to need 4m visitors (1000/0.00025).

Do you have that? Or anywhere close to that?

If not you’re going to either need a huge promotional effort or you need to remarkably beat the conversion averages.

Both options are extremely hard, which is why most community professionals do neither.

It’s mind-blowing that most community professionals spend the majority of their time on the tiny number of most active members who are already highly satisfied. This is fun and engaging, but it’s not going to move the needle.

The big idea here is to spend less on the 0.00025% of your potential audience who are already satisfied and more time on the 99.99975% of people whose needs aren’t being satisfied.

There’s a pot of gold waiting for you if you can figure out how to get more people to visit the community each month or get more people through the pipeline to become regular active members. That’s where you should spend the bulk of your time.


  1. Marcin Hakemer-Fernandez says:

    So what are the most successful tactics you use “to get more people to visit the community each month or get more people through the pipeline to become regular active members.”?

  2. Marcin Hakemer-Fernandez says:

    Thanks, what about one current favourite method? I’m not talking about the big picture, just e.g.:

    • The book
    • Podcasts
    • YT videos on other people channels
    • SEO
    • The methodology
    • Paid courses
  3. Richard Millington says:

    @marcin I’m going to push back against that question a little. It’s not about having a favourite method, to me it’s more about having the right process.

    For example, if you want to get more people to visit you have to systematically find out where your audience are today. What do they read? What do they search for? What are their current networks like and begin developing a plan of action to reach people in those channels.

    Everything can probably work, but you need to get the process right of evaluating these ideas.

  4. Marcin Hakemer-Fernandez says:

    I see it in a very similar way, it’s just I know you already have all that. That’s why I was asking :wink:

    I just feel I’d like to get more from this article than just:

    1. You need to be advertising.
    2. You’ll get a pot of gold if you figure out how to get more engaged members.

    It’s a bit like saying: if you want to lose weight you should eat better and exercise - and not giving them the next step they should take :confused:

    I’m also not sure if you mean, pulling more members in with “tactics” or engaging the lurkers.

    Oh, and we don’t know each other much, but just so you know, I respect what you’re doing here, it resonates with me.

    And If any one knows a better way of how I could’ve put this in words (without making it sound offensive) I’d love to hear it. :slight_smile:

  5. Marcin Hakemer-Fernandez says:

    Okay, the video answers a lot of these questions :slight_smile: Thanks!

  6. Richard Millington says:

    Writing a daily blog can be tricky sometimes. I try to have each post make a single point. Usually something I’ve noticed recently.

    Sometimes that’s a practical tactic, sometimes it’s more of a mindset about how we approach the work. This post was the latter. I noticed people are spending far too much time on their best members and far too little time attracting and converting newcomers. So the point is to invite people to change how they think about who or what the audience is.

    My hope is that most people can come up with a list of growth tactics pretty easily and spend more time on them.

  7. Marcin Hakemer-Fernandez says:

    I just joined not too long ago so I didn’t know it’s a daily post. Now I see the tactic :wink:

    Jokes aside, thanks for explaining, makes sense.

  8. remah says:

    I appreciate the simplicity of your approach: the points are easy to read; I can very quickly decide whether to follow the link to read the entire article; and I can hold each thought in a corner of my mind all day without complexity intruding into my other thought processes.

  9. Lacey Horta says:

    I found this presentation really helpful! Thanks @richard_millington

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