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.