„Web Analytics and Support Pages – Insight Infrastructure” von Soundcloud

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Ole Bahlmann from Soundcloud is describing their step by step approach to optimize their support pages using a very precise segmentation.

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  • When I started about 3 years ago growth from 600k to 30m focus on community
  • CEO at Global meetup day, 80 cities
  • Community team, 6 months time, now 3x
  • redesign based on concept of negative conversions 1st -> contact community now enter search Startup way, iterating
  • visits to help -> down!!! search is main navigation email down!!! API: ati, desk (support)
  • email down, NPS stable at 59
  • churn: leave sc.com from support
  • Needs tool that can do this^^ when coming from upload page, segment by those and find out which articles they consumed custom variables tell us more about these users (prefilled with # of tracks, premium level, etc.) page grouping: level 2 -> better path analysis (70m+ pages) flow between level 2s, coming from track, user etc pages api for nice aggregation of data
  • spanish visitors from premium pages
  • segment on traffic sources eg premium look at keyword and article efficiency -> boom, bad perfoming articles nice to have: search exits
  • where from and what looking for: checked! Next email: cross ref article read and email label again: spanish?
  • logistic regression of likelihood that people encounter problems
  • And here’s where we’ve gotten so far.
  • And here’s where we’ve gotten so far.
  • And here’s where we’ve gotten so far.
  • With that, I’ve come to the end of my presentation. I’d like to conclude by saying just this - Let’s give one of our five senses the attention it truly deserves. Thank you for listening.
  • „Web Analytics and Support Pages – Insight Infrastructure” von Soundcloud

    1. 1. Support pages and insights
    2. 2. World’s leading Sound platformOver 25 million sound lovers Alexa Top 200
    3. 3. INSIGHTS.NOT ANALYTICS
    4. 4. SoundCloud Global Meetup Day
    5. 5. Our community team
    6. 6. I ‘VE GOT 99 PROBLEMS...Optimize performance of Provide feedback to the team / processes the product teams
    7. 7. A redesign…
    8. 8. …and a dashboard. X
    9. 9. WHAT DID WE ACHIEVE?• Fewer emails, less resources in support• Community focus on community projects• Improved prioritization within team• Happier community
    10. 10. REMEMBER?2 PROBLEMS.
    11. 11. THE FRAMEWORK RETURN TO THE RETURN PRODUCT TO THE PRODUCT INTERNAL TRAFFIC ON HELP EMAIL SOURCE BEHAVIOR ACTIVITY ANALYSIS CHURNED USERS CHURNED USERS
    12. 12. KEY CONCEPTS Custom PageSegmentation APIs variables grouping
    13. 13. INTERNAL TRAFFIC SOURCESWhere are they coming from?•importance of page grouping•identify group of pages that send traffic to helpWho are they?•segmentation•custom variablesWeb analytics or APIs for reporting.
    14. 14. ON HELP BEHAVIORWhat are they looking for?•which articles they consume?•what are they searching for?Who will go back to the product?•more segmentationCreate report with keyword and articleefficiency.
    15. 15. EMAIL ACTIVITYWhat are they talking about?•labeling and education•using API’s to cross-reference dataWho are they?•user profiling and segmentation•custom variables
    16. 16. 7 STEPS Identify 3 biggest traffic sources to help Segmentation, segmentation, segmentation On help consumption behavior Performance report for articles and search terms Labeling and analysis Improvements to help pages and your product Regressions and education emails
    17. 17. BETTER PRODUCTS
    18. 18. The NEXT SoundCloud.
    19. 19. LOOK FOR INSIGHTS WHERE NOONE ELSE WILL
    20. 20. OLE BAHLMANN Senior Insight Infrastructure Manager soundcloud.com/ole tweet @ole_b ole@soundcloud.com
    21. 21. Online Intelligence Solutions AT INTERNET USER & PARTNER CONFERENCE 2012 21.-22. NOVEMBER 2012 LESEN SIE UNSERE EINDRÜCKE DER USER & PARTNER CONFERENCE 2012 MEHR ERFAHREN ÜBER AT INTERNET KONTAKTIEREN SIE UNS ÜBER UNSER KONTAKTFORMULARTEILEN SIE IHRE ERFAHRUNG MIT KUNDEN, PARTNERN UND DEM AT INTERNET TEAM AUF DER USER & PARTNER CONFERENCE 2013! DATUM UND LOCATION WERDEN AUF SOZIALEN NETZWERKEN ODER IM DIREKTEN KONTAKT MIT UNS BEKANNT GEGEBEN. WWW.ATINTERNET.COM

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