Measure (Brett Ede, CMO & Co-founder Picatic, 2013)

1,197 views

Published on

How to use funnels, metrics, A/B testing, real-time user monitoring, and user feedback to measure your startup. Get the key insights you need in order to make informed decisions to optimize your product. Includes real examples from event ticketing startup, Picatic. http://www.picatic.com

Published in: Business, Technology
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,197
On SlideShare
0
From Embeds
0
Number of Embeds
17
Actions
Shares
0
Downloads
14
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Measure (Brett Ede, CMO & Co-founder Picatic, 2013)

  1. 1. Measure BRETT EDE CMO & CO-FOUNDER, PICATIC  @BRETTEDE
  2. 2. “The fundamental activity of a startup is to turn ideas into products, measure how customers respond, and then learn whether to pivot or persevere.” —ERIC RIES, THE LEAN STARTUP
  3. 3. “The fundamental activity of a startup is to turn ideas into products, measure how customers respond, and then learn whether to pivot or persevere.” —ERIC RIES, THE LEAN STARTUP
  4. 4. The FunnelA STARTUP’S BEST FRIEND
  5. 5. 2%“The average conversion rate in the United States of America whether you are selling elephants or iPods.” —AVINASH KAUSHIK, GOOGLE ANALYTICS EVANGELIST
  6. 6. SEARCH (ORGANIC) SOCIAL MEDIA PRESS RELEASES BLOGS EMAIL CPC CONVERT VISIT SITE STEP 3 STEP 2 STEP 4 WHAT MAKES YOU MONEY?
  7. 7. ACTIVATE VISIT SITE CHOOSE EVENT TYPE SIGN UP CREATE DRAFT EVENT PREVIEW EVENT The Picatic Funnel (Old) SIGNUP FIRST
  8. 8. ACTIVATE VISIT SITE CHOOSE EVENT TYPE SIGN UP CREATE DRAFT EVENT PREVIEW EVENT The Picatic Funnel (New) VALUE EXCHANGE SIGNUP +30% IMPROVEMENT
  9. 9. Event Organizer Funnel PICATIC - LAST 30 DAYS
  10. 10. Ticket Purchaser Funnel PICATIC - LAST 30 DAYS
  11. 11. Monitor your funnels weekly.
  12. 12. MetricsYOUR STARTUP DASHBOARD
  13. 13. Not vanity metrics.
  14. 14. Pageviews Total number of users Total downloads
  15. 15. Focus on key metrics.
  16. 16. Active Users Revenue Conversion Rate Retention
  17. 17. Metrics PICATIC - LAST 30 DAYS
  18. 18. Metrics PICATIC - LIVE EVENTS
  19. 19. AB TestingCOCA-COLA CLASSIC VS. NEW COKE
  20. 20. A/B Testing HOW IT WORKS A B 1% CONVERSION B 4.5% CONVERSION
  21. 21. A/B test anything new.
  22. 22. A/B Testing HIGHRISE CRM LANDING PAGE
  23. 23. A (ORIGINAL) B (VARIATION)
  24. 24. Multivariate Testing
  25. 25. But, don’t go crazy.
  26. 26. 41 Shades of Blue A GOOGLE STORY Gmail Google Search
  27. 27. “Yes, it’s true that a team at Google couldn’t decide between two blues, so they’re testing 41 shades between each blue to see which one performs better...I’ve grown tired of debating such miniscule design decisions. There are more exciting design problems in this world to tackle.” —DOUGLAS BOWMAN, GOOGLE (FORMER) LEAD DESIGNER
  28. 28. Only test what’s important.
  29. 29. ORIGINAL ORIGINAL + TESTIMONIALS SIMPLIFIED SIMPLIFIED + TESTIMONIALS
  30. 30. Multivariate Testing PICATIC LANDING PAGE +24%IMPROVEMENT -27% DECLINE
  31. 31. Real-Time Monitoring
  32. 32. Don’t get too creepy.
  33. 33. FeedbackJUST SIT BACK AND LISTEN
  34. 34. Customer Feedback PICATIC EVENT ORGANIZER SURVEY
  35. 35. Customer Feedback/Support
  36. 36. Don’t do it all. Look for patterns.
  37. 37. Get out of the office.
  38. 38. Thanks! BRETT EDE CMO & CO-FOUNDER, PICATIC  @BRETTEDE

×