Metrics - Hands On

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  • Qualitative: SurveyMonkey (surveys), CrazyEgg (heatmap), TechSmith Morae / UserVue (ux recording), RobotReplay, TapeFailure. Quantitative: Google Analytics (free), MyBlogLog, ClickTracks, Index Tools, Visual Sciences / Webside Story, Omniture, WebTrends, etc. Comparative: Google Website Optimizer, SiteSpect, Optimost, Offermatica, Vertster, Kefta. Competitive: Quantcast, Compete.com, Alexa, Hitwise, Comscore, Nielsens. see more info at: http://webanalyticsassociation.com/ (WAA) http://kaushik.net/ (Avinash Kaushik) http://grokdotcom.com/ (Eisenbergs) \nhttp://www.emetrics.org/ (Jim Sterne)\n
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  • perm cookie tracks, count visits, logins, segment visitors campaigns / visit source\n
  • Easy - accessible - ajax - 3rd party, strongly tied to server-side\n
  • Lightweight, simple writes only, croned processing, A/B tests\n
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Transcript

  • 1. METRICS HANDS ON@THANPOLAS METRICS
  • 2. WHAT AREMETRICS?• Realize how users use yourproduct• Locate your best revenuestreams@THANPOLAS METRICS
  • 3. THE THEORYAARRR• Acquisition • Referral• Activation • Revenue• Retention@THANPOLAS METRICS
  • 4. * reminder: National Talk Like a Pirate Day is Sept 19th! Startup Metrics for Pirates: AARRR!!!(Startup Metrics for Product Marketing & Product Management) Dave McClure Master of 500 Hats blog: http://500hats.typepad.com/ website: http://www.500hats.com/ slides: http://slideshare.net/dmc500hats/
  • 5. Customer Lifecycle: 5 Steps to Success• Acquisition: users come to the site from various channels• Activation: users enjoy 1st visit: "happy" user experience• Retention: users come back, visit site multiple times• Referral: users like product enough to refer others• Revenue: users conduct some monetization behavior
  • 6. Customer Lifecycle: 5 Steps to Success• Acquisition: users come to the site from various channels• Activation: users enjoy 1st visit: "happy" user experience• Retention: users come back, visit site multiple times• Referral: users like product enough to refer others• Revenue: users conduct some monetization behavior AARRR!
  • 7. Customer Lifecycle / Conversion Behavior SEO Campaigns, SEM PR Contests Biz Dev Social Networks Blogs Affiliates Apps & Direct, Tel, Widgets Email TV Domains 1. ACQUISITION Campaigns, Contests R RAL 2. A Homepage / R EFE Emails & ctiv Landing Page 4. Alerts atio Emails & TION Product widgets EN Features nSystem Events & Time- ET 3. R based Features Blogs, Content Biz Dev Ads, Lead Gen, 5. R Subscriptions, etc eve nu Website.com e$ $$
  • 8. Example Conversion Metrics (note: *not* actuals; your mileage may vary…)Category User Status Conv % Est. ValueAcquisition Visit Site 100% $.01 (or landing page, or external widget)Acquisition Doesnt Abandon 70% $.05 (views 2+ pages, stays 10+ sec, 2+ clicks)Activation Happy 1st Visit 30% $.25 (views X pages, stays Y sec, Z clicks)Activation Email/Blog/RSS/Widget Signup 5% $1 (anything that could lead to repeat visit)Activation Acct Signup 2% $3 (includes profile data) Retention Email Open / RSS view -> Clickthru 3% $2 Retention Repeat Visitor 2% $5 (3+ visits in first 30 days) Referral Refer 1+ users who visit site 2% $3 Referral Refer 1+ users who activate 1% $10 Revenue User generates minimum revenue 2% $5 Revenue User generates break-even revenue 1% $25
  • 9. Customer Lifecycle / Conversion Behavior SEO Campaigns, SEM PR Contests Biz Dev Social Networks Blogs AffiliatesApps & Direct, Tel,Widgets Email TV Domains 1. ACQUISITION Marketing Channels: • largest-volume (#) • lowest-cost ($) • best-performing (%) Website.com
  • 10. Customer Lifecycle / Conversion Behavior SEO Campaigns, SEM PR Contests Biz Dev Social Networks Blogs Affiliates Apps & Direct, Tel, Widgets Email TV Domains 1. ACQUISITION 2. A Homepage / Landing Page ctiv atio Product Features Do LOTS ofActivation Criteria: n landing page• 10-30+ seconds tests & A/B tests -• 2-3+ page views just make lots of dumb guesses &• 3-5+ clicks iterate QUICK Website.com• 1 key feature usage
  • 11. Customer Lifecycle / Conversion Behavior SEO Campaigns, SEM PR Contests Biz Dev Social Networks Blogs Affiliates Apps & Direct, Tel, Widgets Email TVAutomated emails are Domains 1. ACQUISITIONsimple & easyretention feature Emails & 2. A Alerts• lifecycle emails @ Homepage / Landing Page ctiv+3, +7, +30d atio Product System Events• status emails & Time-based ION Features n T TENweekly/monthly Features 3 . RE• event-based emailsas they occur Blogs, Content Website.com
  • 12. Customer Lifecycle / Conversion Behavior SEO Campaigns, SEM PR Contests Biz Dev Social Campaigns, Networks Blogs Affiliates Contests Apps & Direct, Tel, Widgets Email TV Domains 1. ACQUISITION RAL 2. A Homepage / FER 4. RE Emails & ctiv Landing Page Alerts atio TION Product Emails & EN Features nSystem Events & Time- ET widgets 3. R based Features Blogs, Content Only encourage users to refer *after* they have “happy” user experience; Website.com avg score >= 8 out of 10
  • 13. Customer Lifecycle / Conversion Behavior SEO Campaigns, SEM PR Contests Biz Dev Social Networks Blogs Affiliates Apps & Direct, Tel, Widgets Email TV Domains 1. ACQUISITION Campaigns, Contests RAL 2. A Homepage / R EFE R Emails & ctiv Landing Page 4. Alerts atio Product Emails & TION Features widgets nSystem Events & Time- ETEN 3. R based Features Biz Dev Blogs, Content 5. R Ads, Lead Gen, Subscriptions, etc eveThis is the part *you*have to figure out… nu Website.com e$I don’t know jack about $$your business
  • 14. Types of Metrics & Measurement• Qualitative: Usability Testing / Session Monitoring – Watch what users do, figure out problems & solutions from small # of users• Quantitative: Traffic Analysis / User Engagement – Report what users do, track usage & conversion %s for all or empirical sample # of users• Comparative: A/B, Multivariate Testing – Compare what users do in one scenario vs another, see which copy/graphics/UI are most effective• Competitive: Monitoring & Tracking Competitors – Track competitor activity & compare against yours; if possible compare channels, keyword traffic, demographic targeting, user satisfaction, etc.
  • 15. Quantitative & Comparative Measurement• Conversion Criteria: – best-performing (%) channels / campaigns / copy – largest-volume (#) channels / campaigns / copy – lowest-cost ($) channels / campaigns / copy
  • 16. Quantitative & Comparative Measurement• Conversion Criteria: – best-performing (%) channels / campaigns / copy – largest-volume (#) channels / campaigns / copy – lowest-cost ($) channels / campaigns / copy• Measurement Components: – Audience Segment (young women, regional metro, older singles) – Channel Source (social network, SEM, organic, PR, etc) – Campaign Theme / Brand Promise (“find a job”, “learn to cook”) – Landing Page & CTA – Copy & Graphics
  • 17. Example Conversion Metrics (note: *not* actuals; your mileage may vary…)Category User Status Conv % Est. ValueAcquisition Visit Site 100% $.01 (or landing page, or external widget)Acquisition Doesnt Abandon 70% $.05 (views 2+ pages, stays 10+ sec, 2+ clicks)Activation Happy 1st Visit 30% $.25 (views X pages, stays Y sec, Z clicks)Activation Email/Blog/RSS/Widget Signup 5% $1 (anything that could lead to repeat visit)Activation Acct Signup 2% $3 (includes profile data) Retention Email Open / RSS view -> Clickthru 3% $2 Retention Repeat Visitor 2% $5 (3+ visits in first 30 days) Referral Refer 1+ users who visit site 2% $3 Referral Refer 1+ users who activate 1% $10 Revenue User generates minimum revenue 2% $5 Revenue User generates break-even revenue 1% $25
  • 18. Example Conversion Metrics (note: *not* actuals; your mileage may vary…)Category User Status Conv % Est. ValueAcquisition Visit Site 100% $.01 (or landing page, or external widget)Acquisition Doesnt Abandon 70% $.05 (views 2+ pages, stays 10+ sec, 2+ clicks)Activation Happy 1st Visit 30% $.25 (views X pages, stays Y sec, Z clicks)Activation Email/Blog/RSS/Widget Signup 5% $1 (anything that could lead to repeat visit)Activation Acct Signup 2% $3 (includes profile data) Retention Email Open / RSS view -> Clickthru 3% $2 Retention Repeat Visitor 2% $5 (3+ visits in first 30 days) Referral Refer 1+ users who visit site 2% $3 Referral Refer 1+ users who activate 1% $10 Revenue User generates minimum revenue 2% $5 Revenue User generates break-even revenue 1% $25
  • 19. Example Conversion Metrics (note: *not* actuals; your mileage may vary…)Category User Status Conv % Est. ValueAcquisition Visit Site 100% $.01 (or landing page, or external widget)Acquisition Doesnt Abandon 70% $.05 (views 2+ pages, stays 10+ sec, 2+ clicks)Activation Happy 1st Visit 30% $.25 (views X pages, stays Y sec, Z clicks)Activation Email/Blog/RSS/Widget Signup 5% $1 (anything that could lead to repeat visit)Activation Acct Signup 2% $3 (includes profile data) Retention Email Open / RSS view -> Clickthru 3% $2 Retention Repeat Visitor 2% $5 (3+ visits in first 30 days) Referral Refer 1+ users who visit site 2% $3 Referral Refer 1+ users who activate 1% $10 Revenue User generates minimum revenue 2% $5 Revenue User generates break-even revenue 1% $25
  • 20. Example Conversion Metrics (note: *not* actuals; your mileage may vary…)Category User Status Conv % Est. ValueAcquisition Visit Site 100% $.01 (or landing page, or external widget)Acquisition Doesnt Abandon 70% $.05 (views 2+ pages, stays 10+ sec, 2+ clicks)Activation Happy 1st Visit 30% $.25 (views X pages, stays Y sec, Z clicks)Activation Email/Blog/RSS/Widget Signup 5% $1 (anything that could lead to repeat visit)Activation Acct Signup 2% $3 (includes profile data) Retention Email Open / RSS view -> Clickthru 3% $2 Retention Repeat Visitor 2% $5 (3+ visits in first 30 days) Referral Refer 1+ users who visit site 2% $3 Referral Refer 1+ users who activate 1% $10 Revenue User generates minimum revenue 2% $5 Revenue User generates break-even revenue 1% $25
  • 21. Example Conversion Metrics (note: *not* actuals; your mileage may vary…)Category User Status Conv % Est. ValueAcquisition Visit Site 100% $.01 (or landing page, or external widget)Acquisition Doesnt Abandon 70% $.05 (views 2+ pages, stays 10+ sec, 2+ clicks)Activation Happy 1st Visit 30% $.25 (views X pages, stays Y sec, Z clicks)Activation Email/Blog/RSS/Widget Signup 5% $1 (anything that could lead to repeat visit)Activation Acct Signup 2% $3 (includes profile data) Retention Email Open / RSS view -> Clickthru 3% $2 Retention Repeat Visitor 2% $5 (3+ visits in first 30 days) Referral Refer 1+ users who visit site 2% $3 Referral Refer 1+ users who activate 1% $10 Revenue User generates minimum revenue 2% $5 Revenue User generates break-even revenue 1% $25
  • 22. MarketingQ: what channels / who do you market to?• Design & Test Multiple Mktg Channels• Select & Focus on Channels with: – High Volume – High Conversion – Low Cost• Measure *deeper* down the conversion funnel, not just to website / landing page• Segment & Select channels & customers by conversion @ deepest possible level (ideally $$$)
  • 23. ProductQ: how do you choose what to build?• Choose features for conversion improvement – 80% on existing feature optimization – 20% on new feature development• Just guess, then A/B test… A LOT• Measure conversion improvement• Rinse & Repeat
  • 24. Founder/CEOQ: What metrics do you choose to watch?• Hypothesize Customer Lifecycle & Refine – Choose 5-10 conversion steps – Less, not More is better• BUT measure & iterate• Focus on conversion improvement• Delegate each Metric to someone to OWN
  • 25. SO NOWWHAT?PERM Cookie• Referrer • Visit Counter• Campaign • Visit Dates Array• Landing Page • Country / Timezone• Meta Data • Link to Members@THANPOLAS METRICS
  • 26. CLIENT SIDELIBRARIES• High Abstraction• Integrated / Interfaced• 95% of metrics• Unobtrusive@THANPOLAS METRICS
  • 27. SERVER SIDELIBRARIES• A/B Class• Perm Cookie MVC• Campaign MVC• Lightweight --> Memcache / Cron@THANPOLAS METRICS
  • 28. METRICSCOSTCan cost up to 30% of development timeSimilar overhead in Marketing / Product@THANPOLAS METRICS
  • 29. BUT YOU CAN’TDO WITHOUT!@THANPOLAS METRICS
  • 30. THANK YOU. http://j.mp/metricshandson Thanasis Polychronakis Twitter @thanpolas@THANPOLAS METRICS