Sit!
Stay!
Click!
Making
Your Users
Beg
for
More
Startonomics
‘08
Ted Rheingold Top Dog, Dogster, Inc. blog.dogster.com
First
Things
First
Is
your
product
used? Are
happy
customers
creating
new happy
customers? Do
new
visitors
engage?
Ready
Set
Objectives
&
Key
Results
Go!
OKRs
must
be
determined
in
advance OKRs
will
show
transformative
growth (revenue,
users,
partners,
etc.) Must
be
collectively
agreed
to
by
all stakeholders Your
resources
must
be
allocated
to achieve
your
OKRs
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 conscientiously Everything
else
in
info-porn
“So
What?”
&
Actionablility
Put
everything
through
a
triple
“So What?”
test Actionable
insights
are
everything Don’t
do
anything
for
less
than
a
25% gain.
Shoot
for
100%
Much
More
to
Testing
Than Being
In
Beta
Testing
Test,
Test,
Test A-B
Testing Multivariate
Testing Click-Density
Testing User
Experience
Testing
Best
Practices
Be
disciplined Have
a
clear
line
of
sight Minimize
stats
review
fight
info-porn Do
not
dilute
responsibility
among stakeholders Test
your
data
is
sound Filter
user
types
Case
Study
Marketing
Initiative
Feb
‘07
Goal:
2,000
New
Registrants
a
Day Marketed
sites
via
AdSense
and
BlogAds At
launch
we
linked
ads
to
our
homepages Quickly
made
a
general
landing
page
with intro
info
and
big
link
to
register Then
made
dynamic
landing
with
relevant text
and
registration
form. This
significantly
increased
percentage
of ad
clickers
that
became
registrants
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
day BUT
only
60%
were
activating Only
8%
we’re
making
profile
pages Real
members
were
generating
a
$4 ARPU,
these
were
worth
$0.10
Activants
Aren’t
Always Members
Either
Of
those
new
members
only
8%
were making
a
pet
page
vs.
80%
for
people who
found
our
sites
naturally. Within
3
months
we
halted
all
ad spending.
HOMEPAGE
-
Current
CRAZY
EGG
Searchers
Dogster
Search
Traffic
Great
Reads
Web
Analytics Avinash
Kaushik
Advanced
Web
Metrics Brian
Clifton
Free/CheapTools
Google
Analytics Google
Trends,
Adwords
Keyword
Tool Google
Website
Optimizer
(A/B
Multivariate) Awstats
(free
server-side
webstats) CrazyEgg
(click
tracking
heat
maps) Kissmetrics
(social
space
analytics) Medialets
(iPhone
apps) Silverback
(experience
testing)