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Startonomics LA 2009
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Sit! Stay! Click! Making Your Users Beg for More
Startonomics ‘09
Ted Rheingold Top Dog, Dogster, Inc.
blog.dogster.comtwitter: @tedr
First Things First
Is your product used?
Are happy customers creating new happy customers?
Do new visitors engage?
OKRs must be determined in advanceOKRs will show transformative growth (revenue, users, partners, etc.)Must be collectively agreed to by all stakeholdersYour resources must be allocated to achieve your OKRs
Ready Set Objectives & Key Results Go!
Key Performance Indicators
KPIs: metrics that define and measure progress toward organizational goals (OKRs)KPIs are often ratios (ARPU, bounce rate, actives rate, etc.) KPIs can and will change over time, do so conscientiouslyEverything else in info-porn
“So What?” & Actionablility
Put everything through a triple “So What?” testActionable insights are everythingDon’t do anything for less than a 25% gain. Shoot for 100%
Much More to Testing Than Being In Beta
Test, Test, TestA-B TestingMultivariate TestingClick-Density TestingUser Experience Testing
User Experience Testing FTW
Doesn’t require expensive expertsFind target users from your networks ($15-$40/hr)Set up quiet environ: record screen, voice, faceLead everyone through same script & tasksAfter 10 users you’ll get 98% of insightsDo user exp. testing before final production cycles. Build in post-test change time
Best Practices
Be disciplinedHave a clear line of sightMinimize stats review, fight info-pornDo not dilute responsibility among stakeholdersTest that your data is soundFilter user types
Case Study
Marketing Initiative Feb ‘07Goal: 2,000 New Registrants a Day
Marketed sites via AdSense and BlogAdsAt launch we linked ads to our homepagesQuickly made a general landing page with intro info and big link to registerThen made dynamic landing with relevant text and registration form.This significantly increased percentage of ad clickers that became registrants
LANDING PAGE Welcome
Landing Page Cute Overload
LANDING PAGE Daily Candy
LADING PAGE Dog Info
REGISTRATION PAGE -Activate
Quantitative Success Doesn’t Mean Qualitative Success
We hit OKR of 2,000 registrants a dayBUT only 60% were activatingOnly 8% we’re making profile pages vs. 80% that found site on their ownReal members were generating a $4 ARPU, these were worth $0.10
Final Result
Within 3 months we halted all ad spending.
But we were sitting on a treasure trove of what topics engaged pet people the most.
HOMEPAGE - Current
CRAZY EGG Searchers
Dogster Search Traffic
Great Reads
Web Analytics Avinash Kaushik
Advanced Web Metrics
Brian Clifton
Free/CheapTools
Google AnalyticsGoogle Trends, Adwords Keyword ToolGoogle Website Optimizer (A/B Multivariate)
Silverback (experience testing)
Awstats (free server-side webstats)
CrazyEgg (click tracking heat maps)
Kissmetrics (social space analytics)
Medialets (iPhone apps)
Ted Rheingold Top Dog, Dogster, Inc.
blog.dogster.comtwitter: @tedr
Sit! Stay! Click! Making Your Users Beg for More
Startonomics ‘09