Navigating the Atlassian Jungle: Part 3 - Driving Conversions and Continuous Improvement

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Welcome back to Navigating the Atlassian Jungle. If you've been with me from the start, you know I've covered setting up your presence on the Atlassian Marketplace and building a vibrant community around your app. Now, let's dive into driving conversions and making continuous improvements.

Understanding “Non-Static” Evaluation Numbers

Evaluation numbers can be a bit of a puzzle. From my understanding, the conversion to paying licenses varies, making it difficult to get a clear picture of your app's performance.

This fluctuation can make it tough to get a clear picture of how your app is performing. Essentially, how I see it happen is, when someone starts a trial of your app, it counts as an evaluation. However, once they decide to buy a license, that evaluation number drops off and moves into the paying license category.

This process can create some confusion when you’re trying to track your app’s performance over time. For instance, you might see a drop in evaluation numbers and wonder if you’re losing interest, but it could just be that a bunch of those evaluations converted to paying customers.

!! Here’s a little secret from us to you: we heard that Atlassian may soon provide static evaluation numbers for more consistent metrics 🤫. Keep an eye on these and adjust your strategies based on the trends you see!

Diversify Your Marketing

Don't put all your eggs in one basket. Use various marketing channels to drive traffic to your Atlassian marketplace page. Think social media, email newsletters, webinars, and blog posts. Each channel has its own vibe and audience, so mix it up to reach a broader crowd. To illustrate, I will share a few examples of how we promote GFC.

Social media is perfect for real-time engagement. Platforms like LinkedIn and Twitter are great for reaching professionals and decision-makers. Check out how we promote Git for Confluence or our new features on LinkedIn.

Email newsletters keep your audience in the loop about updates, new features, and success stories—think of it as nurturing leads over time. Webinars and blog posts let you dive deeper into your app’s benefits and use cases. You can check out our post on new features for Git for Confluence for an example on how we communicate new features.

Hosting webinars lets you interact with potential customers, answer questions, and showcase your app’s value. Blog posts can boost your SEO and drive organic traffic to your marketplace page. See how we build trust and drive traffic in this post on why leading brands trust Git for Confluence.

Direct traffic from these channels to your marketplace page for maximum exposure. Create compelling calls-to-action (CTAs) and ensure your marketing materials highlight the unique selling points (USPs) of your app. Check out our CTAs on our GFC product page.

Utilize Atlassian’s Marketing Programs

Atlassian has awesome co-marketing programs that can give your app extra exposure. These programs offer resources and support to reach a wider audience. Work with Atlassian’s marketing team to leverage these opportunities effectively. Think joint webinars, case studies, and featured listings to boost your app's visibility.

Collaborating with Atlassian on marketing initiatives lets you tap into their extensive user base and credibility. Joint webinars can help you reach a large, engaged audience, and participating in case studies can showcase your app’s real-world benefits.

Featured listings on Atlassian’s marketplace attract high-intent users who are actively seeking solutions. Utilizing these programs not only increases your app’s visibility but also adds a layer of credibility and trust.

🎉 We are also proud to be recently mentioned for Atlas CRM for Confluence by Atlassian on LinkedIn!

For more ideas, check out the Atlassian Partner Portal.

Gather and Act on Feedback

Regularly ask for feedback from users and make improvements based on their suggestions. This keeps your app relevant and valuable. Implementing a feedback loop ensures you’re always in tune with what your users need and helps build a product that truly resonates with them.

Engaging with your user community fosters loyalty and trust. Respond to user reviews, engage in community forums, and conduct surveys to gather detailed feedback. Analyzing this feedback helps you pinpoint areas for improvement and prioritize features that matter most to your users 🗣.

Use survey tools to gather comprehensive insights. Communicate the changes and improvements you make based on user feedback. This transparency shows users that you value their input and are committed to enhancing their experience.

Driving conversions and ensuring continuous improvement is a dynamic process that requires constant attention and adaptation. By understanding evaluation numbers, diversifying your marketing efforts, leveraging Atlassian’s marketing programs, and gathering and acting on feedback, you can create a sustainable growth strategy for your app.

Thanks for sticking with me through the Atlassian Jungle! These past three days of writing and publishing with you all have been GREAT. It's been a wonderful experience to gather my thoughts and share them with you. I hope the insights I’ve shared prove to be valuable and helpful to everyone in the community 💌.