1.
How to Measure Your Product
Data Driven Little Bets
Liron Hayun [ UX & Analytics Consultant ] | lironh@gmail.com

2.
ANALYTICS UX

3.
ANALYTICS
DATABASE
SURVEYS
EMAIL
SERVICE

4.
ANALYTICS
DATABASE
SURVEYS
EMAIL
SERVICE

5.
5 Steps to Epiphany
1) Identify business objectives
2) Translate to technical requirements
3) Implement
4) Measure & Learn
5) Maintain

6.
Business Objectives
Step 1

7.
The 5 Common Business Objectives
★ Ecommerce - sell products/services
★ Lead Generation - collect user info & connect
★ Content - engagement & visits
★ Online Support - finding info at the right time
★ Branding - awareness, engagement & loyalty

8.
Practical Guidelines
● Include macro and micro conversions
------------------------------------------------------------
● Distill customer-problem-solution hypothesis
● Find the riskiest assumptions

9.
Technical Requirements
Step 2

10.
How It Works
Users Sessions Interactions

11.
Your Product Analytics Server

12.
Session
User
Interaction

13.
Session

14.
Data Types
● Dimensions - characteristics of your users, their
sessions and actions (e.g. country, traffic source).
● Metrics - the quantitative measurements of
users, sessions and actions.

15.
Key Metrics
● Pageviews / Screens
● Events
---------------------------------------------------
● Users
● Sessions
● Time on Page
● Bounce Rate

16.
Practical Guidelines
● Use a consistent syntax
○ upper/lower case letters
○ name of event actions
○ use of “-”
● Collect campaign data

17.
Implementation
Step 3

18.
Code Configuration

19.
Practical Guidelines
● Build an infrastructure
○ maintain data integrity
○ easily measure new features
○ keep consistent syntax
● Setup goals in your analytics tool (!)

20.
Measure & Learn
Step 4

21.
AARRR!
1) Acquisition - users come from various channels
2) Activation - users enjoy first visit
3) Retention - users come back
4) Referral - users like product and refer others
5) Revenue - users conduct monetization behavior

22.
Analysis Techniques
● Segmentation - isolate and analyze data subsets
to understand behavior (by location, source).
● Context - use benchmarks to understand if your
performance is good or bad (internal / external).
● Exploration - browse your data to find your next
questions (landing/exit pages, bounce rates).

23.
Acquisition

24.
Sources Quality

25.
Activation

26.
Retention

27.
Retention

28.
Referral

29.
Revenue

30.
Maintain & Refine
Step 5

31.
Recommended Tools
➔ Google Analytics - free, robust analytics tool
➔ Optimizely - easy A/B testing
---------------------------------------------------------------------
➔ Google Forms - free surveys, easily embedded
➔ Qualaroo - onsite “nudges”

32.
Thank You
Liron Hayun [ UX & Analytics Consultant ] | lironh@gmail.com