Sit! Stay! Click! Making Your Users Beg for More
Startonomics „09
Ted Rheingold Top Dog, Dogster, Inc. blog.dogster.com
twitter: @tedr
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
Test, Test, Test A-B Testing Multivariate Testing Click-Density Testing User Experience Testing
User Experience Testing FTW
Doesn‟t require expensive experts Find target users from your networks ($15-$40/hr) Set up quiet environ: record screen, voice, face Lead everyone through same script & tasks After 10 users you‟ll get 98% of insights Do user exp. testing before final production cycles. Build in post-test change time
Best Practices
Be disciplined Have a clear line of sight Minimize stats review, fight info-porn Do not dilute responsibility among stakeholders Test that 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 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 day BUT only 60% were activating Only 8% we‟re making profile pages vs. 80% that found site on their own Real 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 Analytics Google Trends, Adwords Keyword Tool Google 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.com
twitter: @tedr
Sit! Stay! Click! Making Your Users Beg for More
Startonomics „09