Sit Stay Click! Making Users Beg for More (Ted Rheingold, Startonomics SF 2008)
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Transcript of Sit Stay Click! Making Users Beg for More (Ted Rheingold, Startonomics SF 2008)
Sit!Stay!Click!MakingYourUsersBegforMore
Startonomics ‘08
Ted RheingoldTop Dog, Dogster, Inc.
blog.dogster.com
FirstThingsFirst
Isyourproductused?
Arehappycustomerscreatingnewhappycustomers?
Donewvisitorsengage?
OKRsmustbedeterminedinadvanceOKRswillshowtransformativegrowth(revenue,users,partners,etc.)MustbecollectivelyagreedtobyallstakeholdersYourresourcesmustbeallocatedtoachieveyourOKRs
ReadySetObjectives&KeyResultsGo!
KeyPerformanceIndicators
KPIs:metricsthatdefineandmeasureprogresstowardorganizationalgoals(OKRs)KPIsareoftenratios(ARPU,bouncerate,activesrate,etc.)KPIscanandwillchangeovertime,dosoconscientiouslyEverythingelseininfo-porn
“SoWhat?”&Actionablility
Puteverythingthroughatriple“SoWhat?”testActionableinsightsareeverythingDon’tdoanythingforlessthana25%gain.Shootfor100%
MuchMoretoTestingThanBeingInBetaTesting
Test,Test,TestA-BTestingMultivariateTestingClick-DensityTestingUserExperienceTesting
BestPractices
BedisciplinedHaveaclearlineofsightMinimizestatsreviewfightinfo-pornDonotdiluteresponsibilityamongstakeholdersTestyourdataissoundFilterusertypes
CaseStudy
MarketingInitiativeFeb‘07Goal:2,000NewRegistrantsaDay
MarketedsitesviaAdSenseandBlogAdsAtlaunchwelinkedadstoourhomepagesQuicklymadeagenerallandingpagewithintroinfoandbiglinktoregisterThenmadedynamiclandingwithrelevanttextandregistrationform.Thissignificantlyincreasedpercentageofadclickersthatbecameregistrants
LANDINGPAGEDailyCandy
LADINGPAGEDogInfo
REGISTRATIONPAGE-Activate
QuantitativeSuccessDoesn’tMeanQualitativeSuccess
WehitOKRof2,000registrantsadayBUTonly60%wereactivatingOnly8%we’remakingprofilepagesRealmembersweregeneratinga$4ARPU,thesewereworth$0.10
ActivantsAren’tAlwaysMembersEither
Ofthosenewmembersonly8%weremakingapetpagevs.80%forpeoplewhofoundoursitesnaturally.Within3monthswehaltedalladspending.
HOMEPAGE-Current
CRAZYEGGSearchers
DogsterSearchTraffic
GreatReads
WebAnalyticsAvinashKaushik
AdvancedWebMetricsBrianClifton
Free/CheapTools
GoogleAnalyticsGoogleTrends,AdwordsKeywordToolGoogleWebsiteOptimizer(A/BMultivariate)
Awstats(freeserver-sidewebstats)
CrazyEgg(clicktrackingheatmaps)
Kissmetrics(socialspaceanalytics)
Medialets(iPhoneapps)
Silverback(experiencetesting)