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.

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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