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

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 Advanced Web Metrics Avinash Kaushik 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)

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

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