Ted Rheingold

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  • Ted Rheingold

    1. 1. Sit! Stay! Click! Making Your Users Beg for More Startonomics ‘09 Ted Rheingold Top Dog, Dogster, Inc. blog.dogster.com twitter: @tedr
    2. 2. First Things First <ul><li>Is your product used? </li></ul><ul><li>Are happy customers creating new happy customers? </li></ul><ul><li>Do new visitors engage? </li></ul>
    3. 3. <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>Must be collectively agreed to by all stakeholders </li></ul><ul><li>Your resources must be allocated to achieve your OKRs </li></ul>Ready Set Objectives & Key Results Go!
    4. 4. 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>
    5. 5. “ 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>
    6. 6. 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>
    7. 7. 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>
    8. 8. 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>
    9. 9. Case Study
    10. 10. 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 with relevant text and registration form. </li></ul><ul><li>This significantly increased percentage of ad clickers that became registrants </li></ul>
    11. 11. LANDING PAGE Welcome
    12. 12. Landing Page Cute Overload
    13. 13. LANDING PAGE Daily Candy
    14. 14. LADING PAGE Dog Info
    15. 15. REGISTRATION PAGE -Activate
    16. 16. 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>
    17. 17. 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>
    18. 18. HOMEPAGE - Current
    19. 19. CRAZY EGG Searchers
    20. 20. Dogster Search Traffic
    21. 21. Great Reads Web Analytics Avinash Kaushik Advanced Web Metrics Brian Clifton
    22. 22. 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>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>
    23. 23. Ted Rheingold Top Dog, Dogster, Inc. blog.dogster.com twitter: @tedr Sit! Stay! Click! Making Your Users Beg for More Startonomics ‘09

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