0
Sit!
Stay!
Click!
Making
Your
      Users
Beg
for
More
       
Startonomics   ‘08

        Ted Rheingold
     Top Dog, Dog...
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...
Key
Performance
Indicators

KPIs:
metrics
that
define
and
measure
progress
toward
organizational
goals
(OKRs)
KPIs
are
oft...
“So
What?”
&
Actionablility


Put
everything
through
a
triple
“So
What?”
test
Actionable
insights
are
everything
Don’t
do
...
Much
More
to
Testing
Than
  Being
In
Beta
Testing

Test,
Test,
Test
A-B
Testing
Multivariate
Testing
Click-Density
Testing...
Best
Practices

Be
disciplined
Have
a
clear
line
of
sight
Minimize
stats
review
fight
info-porn
Do
not
dilute
responsibili...
Case
Study
Marketing
Initiative
Feb
‘07
  Goal:
2,000
New
Registrants
a
Day

Marketed
sites
via
AdSense
and
BlogAds
At
launch
we
link...
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
activatin...
Activants
Aren’t
Always
       Members
Either
Of
those
new
members
only
8%
were
making
a
pet
page
vs.
80%
for
people
who
f...
HOMEPAGE
-
Current
CRAZY
EGG
Searchers
Dogster
Search
Traffic
Great
Reads




 Web
Analytics     Advanced
Web
Metrics
Avinash
Kaushik        Brian
Clifton
Free/CheapTools
Google
Analytics
Google
Trends,
Adwords
Keyword
Tool
Google
Website
Optimizer
(A/B
Multivariate)
Awstats
(...
Sit Stay Click! Making Users Beg for More (Ted Rheingold, Startonomics SF 2008)
Sit Stay Click! Making Users Beg for More (Ted Rheingold, Startonomics SF 2008)
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Sit Stay Click! Making Users Beg for More (Ted Rheingold, Startonomics SF 2008)

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Presentation by Ted Rheingold, Dogster on how to create engaging user experience, what development process works best to drive activation & retention.

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Transcript of "Sit Stay Click! Making Users Beg for More (Ted Rheingold, Startonomics SF 2008)"

  1. 1. Sit!
Stay!
Click!
Making
Your Users
Beg
for
More 
Startonomics ‘08 Ted Rheingold Top Dog, Dogster, Inc. blog.dogster.com
  2. 2. First
Things
First Is
your
product
used? Are
happy
customers
creating
new happy

customers? Do
new
visitors
engage?
  3. 3. 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
  4. 4. 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
  5. 5. “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%
  6. 6. Much
More
to
Testing
Than Being
In
Beta
Testing Test,
Test,
Test A-B
Testing Multivariate
Testing Click-Density
Testing User
Experience
Testing
  7. 7. 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
  8. 8. Case
Study
  9. 9. 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
  10. 10. LANDING
PAGE
Daily
Candy
  11. 11. LADING
PAGE
Dog
Info
  12. 12. REGISTRATION
PAGE
-Activate
  13. 13. 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
  14. 14. 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.
  15. 15. HOMEPAGE
-
Current
  16. 16. CRAZY
EGG
Searchers
  17. 17. Dogster
Search
Traffic
  18. 18. Great
Reads Web
Analytics Advanced
Web
Metrics Avinash
Kaushik Brian
Clifton
  19. 19. 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)
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