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Startonomics (Re)Think Hawaii - Ted Rheingold
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Startonomics (Re)Think Hawaii - Ted Rheingold

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Presentation by Ted Rheingold, CEO of Dogster, Inc. discusses how they define their Objectives & Key Results, and Key Performance Indicators, how they test and a case study of a data reading failure …

Presentation by Ted Rheingold, CEO of Dogster, Inc. discusses how they define their Objectives & Key Results, and Key Performance Indicators, how they test and a case study of a data reading failure that led to a long-term success.

Published in: Technology, Business

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  • NSR: Great, but use the format of the Age dist slide, etc. and, when resizing a graph, hold down the shift key so it doesn’t get stretched out funny like this did.
  • NSR: Great, but use the format of the Age dist slide, etc. and, when resizing a graph, hold down the shift key so it doesn’t get stretched out funny like this did.
  • Transcript

    • 1. Sit! Stay! Click! Making Your Users Beg for More [Re]Think Hawaii - Startonomics Ted Rheingold CEO & Founder, Dogster, Inc. blog.dogster.com twitter: @tedr
    • 2. Dogster Screen Shots
    • 3. Catster Screen Shot
    • 4. Catster Screen Shot
    • 5. Some Network Stats
    • 6.  
    • 7.
      • OKRs must be determined in advance
      • OKRs will show transformative growth (revenue, users, partners, etc.)
      • OKRs must be agreed to by all stakeholders and attacked religiously
      • OKRs must be used to prioritize resources (don’t hedge your business)
      Ready? Set Objectives & Key Results and GO!
    • 8. 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
    • 9. “ 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%
    • 10. Much More to Testing Than Being In Beta
      • Test, test, test
      • A-B testing
      • Multivariate testing
      • Click-density testing
      • User experience testing
      • Test for failures as well as success
    • 11. User Experience Testing FTW
      • Doesn’t require expensive experts
      • Find target users from your networks ($15-$40/hr)
      • Set up quiet environ: record screen, voice, face
      • Lead everyone through same script & tasks
      • After 10 users you’ll get 98% of insights
      • Do user exp. testing before final production cycles. Build in post-test change time
    • 12. Best Practices
      • Be disciplined
      • Have a clear line of sight
      • Minimize stats review, fight info-porn
      • Do not dilute responsibility among stakeholders
      • Test that your data is sound
      • Filter user types
    • 13. Tip: Use metrics to grow your business, not start it
      • Gut check: Is your product used?
      • Are happy customers creating more happy customers?
      • Do new visitors consistently engage?
      • Are you open to changing the product/service if the market wants you to?
    • 14. Case Study
    • 15. 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 pages with relevant text and registration form.
      • This significantly increased percentage of ad clickers that became registrants
    • 16. LANDING PAGE Welcome
    • 17. Landing Page Cute Overload
    • 18. LANDING PAGE Daily Candy
    • 19. REGISTRATION PAGE -Activate
    • 20. 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 vs. 80% that found site on their own
      • Real members were generating a $4 ARPU, these were worth $0.10
    • 21. Final Result
      • Within 3 months we halted all ad spending.
      • But we were sitting on a treasure trove of what topics engaged pet people the most.
    • 22. HOMEPAGE - Current
    • 23. CRAZY EGG Searchers
    • 24. Dogster Search Traffic
    • 25. Free/CheapTools
      • Google Analytics
      • Google Trends, Adwords Keyword Tool
      • Google Website Optimizer (A/B Multivariate)
      • Chartbeat (real-time site stats)
      • Silverback (experience testing)
      • Awstats (free server-side webstats)
      • CrazyEgg (click tracking heat maps)
      • Kissmetrics (social space analytics)
      • Medialets (iPhone apps)
    • 26. Ted Rheingold CEO & Founder, Dogster, Inc. blog.dogster.com twitter: @tedr Sit! Stay! Click! Making Your Users Beg for More [Re]Think Hawaii – Startonomics