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Startonomics09 Ted Rheingold
Startonomics09 Ted Rheingold
Startonomics09 Ted Rheingold
Startonomics09 Ted Rheingold
Startonomics09 Ted Rheingold
Startonomics09 Ted Rheingold
Startonomics09 Ted Rheingold
Startonomics09 Ted Rheingold
Startonomics09 Ted Rheingold
Startonomics09 Ted Rheingold
Startonomics09 Ted Rheingold
Startonomics09 Ted Rheingold
Startonomics09 Ted Rheingold
Startonomics09 Ted Rheingold
Startonomics09 Ted Rheingold
Startonomics09 Ted Rheingold
Startonomics09 Ted Rheingold
Startonomics09 Ted Rheingold
Startonomics09 Ted Rheingold
Startonomics09 Ted Rheingold
Startonomics09 Ted Rheingold
Startonomics09 Ted Rheingold
Startonomics09 Ted Rheingold
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Startonomics09 Ted Rheingold

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Startonomics LA 2009

Startonomics LA 2009

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    • 1. Sit! Stay! Click! Making Your Users Beg for More Startonomics ‘09 Ted Rheingold Top Dog, Dogster, Inc. blog.dogster.com twitter: @tedr
    • 2. First Things First <ul><li>Is your product used? </li></ul><ul><li>Are happy customers creating new happy customers? </li></ul><ul><li>Do new visitors engage? </li></ul>
    • 3. <ul><li>OKRs must be determined in advance </li></ul><ul><li>OKRs will show transformative growth (revenue, users, partners, etc.) </li></ul><ul><li>Must be collectively agreed to by all stakeholders </li></ul><ul><li>Your resources must be allocated to achieve your OKRs </li></ul>Ready Set Objectives & Key Results Go!
    • 4. Key Performance Indicators <ul><li>KPIs: metrics that define and measure progress toward organizational goals (OKRs) </li></ul><ul><li>KPIs are often ratios (ARPU, bounce rate, actives rate, etc.) </li></ul><ul><li>KPIs can and will change over time, do so conscientiously </li></ul><ul><li>Everything else in info-porn </li></ul>
    • 5. “So What?” & Actionablility <ul><li>Put everything through a triple “So What?” test </li></ul><ul><li>Actionable insights are everything </li></ul><ul><li>Don’t do anything for less than a 25% gain. Shoot for 100% </li></ul>
    • 6. Much More to Testing Than Being In Beta <ul><li>Test, Test, Test </li></ul><ul><li>A-B Testing </li></ul><ul><li>Multivariate Testing </li></ul><ul><li>Click-Density Testing </li></ul><ul><li>User Experience Testing </li></ul>
    • 7. User Experience Testing FTW <ul><li>Doesn’t require expensive experts </li></ul><ul><li>Find target users from your networks ($15-$40/hr) </li></ul><ul><li>Set up quiet environ: record screen, voice, face </li></ul><ul><li>Lead everyone through same script & tasks </li></ul><ul><li>After 10 users you’ll get 98% of insights </li></ul><ul><li>Do user exp. testing before final production cycles. Build in post-test change time </li></ul>
    • 8. Best Practices <ul><li>Be disciplined </li></ul><ul><li>Have a clear line of sight </li></ul><ul><li>Minimize stats review, fight info-porn </li></ul><ul><li>Do not dilute responsibility among stakeholders </li></ul><ul><li>Test that your data is sound </li></ul><ul><li>Filter user types </li></ul>
    • 9. Case Study
    • 10. Marketing Initiative Feb ‘07 Goal: 2,000 New Registrants a Day <ul><li>Marketed sites via AdSense and BlogAds </li></ul><ul><li>At launch we linked ads to our homepages </li></ul><ul><li>Quickly made a general landing page with intro info and big link to register </li></ul><ul><li>Then made dynamic landing with relevant text and registration form. </li></ul><ul><li>This significantly increased percentage of ad clickers that became registrants </li></ul>
    • 11. LANDING PAGE Welcome
    • 12. Landing Page Cute Overload
    • 13. LANDING PAGE Daily Candy
    • 14. LADING PAGE Dog Info
    • 15. REGISTRATION PAGE -Activate
    • 16. Quantitative Success Doesn’t Mean Qualitative Success <ul><li>We hit OKR of 2,000 registrants a day </li></ul><ul><li>BUT only 60% were activating </li></ul><ul><li>Only 8% we’re making profile pages vs. 80% that found site on their own </li></ul><ul><li>Real members were generating a $4 ARPU, these were worth $0.10 </li></ul>
    • 17. Final Result <ul><li>Within 3 months we halted all ad spending. </li></ul><ul><li>But we were sitting on a treasure trove of what topics engaged pet people the most. </li></ul>
    • 18. HOMEPAGE - Current
    • 19. CRAZY EGG Searchers
    • 20. Dogster Search Traffic
    • 21. Great Reads Web Analytics Avinash Kaushik Advanced Web Metrics Brian Clifton
    • 22. Free/CheapTools <ul><li>Google Analytics </li></ul><ul><li>Google Trends, Adwords Keyword Tool </li></ul><ul><li>Google Website Optimizer (A/B Multivariate) </li></ul><ul><li>Silverback (experience testing) </li></ul><ul><li>Awstats (free server-side webstats) </li></ul><ul><li>CrazyEgg (click tracking heat maps) </li></ul><ul><li>Kissmetrics (social space analytics) </li></ul><ul><li>Medialets (iPhone apps) </li></ul>
    • 23. Ted Rheingold Top Dog, Dogster, Inc. blog.dogster.com twitter: @tedr Sit! Stay! Click! Making Your Users Beg for More Startonomics ‘09

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