How to Increase Adoption Rates

I wrote the headline for this article hoping that it would inspire me somehow.

The signups for Grouvia Beta have been slower than I had hoped.  If I sit down and think about all the reasons this could be, here’s the list I come up with.

  1. Hello?  It’s Christmas/Hannukah/Kwanzaa, and people are distracted by many other obligations.  How many times have you said “I’ll do that after the holidays” in the past two weeks?
  2. The month-long break I took from marketing to do design and programming was a bad move.
  3. People can’t see Grouvia’s value from reading the marketing materials or looking at the web site’s front pages.
  4. People don’t trust beta software.
  5. People are wary of brands they’ve never heard of.
  6. The SEO for the site is bad and we’re not getting in front of our target audience.

This list is not in any particular order.  But it seems to logically break down into things I can (3, 5, & 6) and can’t (1, 2, & 4) do something about.  So let’s just ignore the latter ones and focus on the former.

People can’t see Grouvia’s value.

Starting next week I will review all of Grouvia’s marketing content that exists out on the Internet (or as much of it as I can find).

I’ll look at everything from the Groove blog posts to the emails I send out and the status updates on Twitter, Facebook and LinkedIn. I’ll make an attempt to look at it critically and take notes about anything that someone might not understand or care about.

Also, I’ll try to find someone to sit down with me and just walk through the web site and help me figure out where the communications need improvement.

People are wary of brands they don’t know.

I’ve heard that people won’t recognize your brand name until they’ve seen it at least seven times.

Someone told me recently that they advertised their product on Facebook and wrote the ad in such a way that people wouldn’t click on it.  When I first heard it I thought it was stupid.

But the point here is that if nobody clicks on your ad you don’t pay anything.  So without much effort I could throw together a Facebook ad without a call to action, just to start getting the Grouvia brand some cheap exposure. OK, so maybe it’s not so stupid after all.

The SEO is bad.

I did some Google AdWords testing a couple months ago with decent results.  I wrote about it in a blog post at the time.  I decided after a few weeks to put it on hold because although people were clicking the ad they weren’t signing up.

I decided back then that it was just too soon to advertise, because technically Grouvia didn’t even exist yet.  It’s possible that it’s still too soon to advertise.  I won’t know until I do another test.

An alternative approach is to try to improve Grouvia’s organic search rankings.  I may need to pay somebody to do this.  I don’t have the knowledge and I think it will take a good deal of time for me to learn how to do it and then craft and execute a plan.

So I think the bottom line is that both of these approaches (paid vs. organic search results) take either too much time or money.  The unfortunate result is that this particular item falls to the bottom of the list for now.

I’ll do it after the holidays.

* * *

Do you enjoy reading these posts?  Subscribe to the RSS feed of The Making of Grouvia.

You can become a member of Grouvia and create your own group in 5 minutes or less.  Join the beta site at http://www.grouvia.com.

Advertisements

One Response to “How to Increase Adoption Rates”

  1. Usability is Still King « The Making of Grouvia Says:

    […] Now for an interesting twist:  last week I posted a job opening on oDesk for candidates with SEO/SEM expertise to help me improve the search engine rankings of Grouvia.  (I mentioned I was going to do in last week’s post.) […]


Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: