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 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.
  • Startonomics (Re)Think Hawaii - Ted Rheingold

    1. 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. 2. Dogster Screen Shots
    3. 3. Catster Screen Shot
    4. 4. Catster Screen Shot
    5. 5. Some Network Stats
    6. 7. <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>OKRs must be agreed to by all stakeholders and attacked religiously </li></ul><ul><li>OKRs must be used to prioritize resources (don’t hedge your business) </li></ul>Ready? Set Objectives & Key Results and GO!
    7. 8. 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>
    8. 9. “ 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>
    9. 10. 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><ul><li>Test for failures as well as success </li></ul>
    10. 11. 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>
    11. 12. 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>
    12. 13. Tip: Use metrics to grow your business, not start it <ul><li>Gut check: Is your product used? </li></ul><ul><li>Are happy customers creating more happy customers? </li></ul><ul><li>Do new visitors consistently engage? </li></ul><ul><li>Are you open to changing the product/service if the market wants you to? </li></ul>
    13. 14. Case Study
    14. 15. 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 pages with relevant text and registration form. </li></ul><ul><li>This significantly increased percentage of ad clickers that became registrants </li></ul>
    15. 16. LANDING PAGE Welcome
    16. 17. Landing Page Cute Overload
    17. 18. LANDING PAGE Daily Candy
    18. 19. REGISTRATION PAGE -Activate
    19. 20. 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>
    20. 21. 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>
    21. 22. HOMEPAGE - Current
    22. 23. CRAZY EGG Searchers
    23. 24. Dogster Search Traffic
    24. 25. 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>Chartbeat (real-time site stats) </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>
    25. 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

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