sit stay click! making users beg for more (ted rheingold, startonomics sf 2008)

Sit!Stay!Click!MakingYourUsersBegforMore

Startonomics ‘08

Ted RheingoldTop Dog, Dogster, Inc.

blog.dogster.com

FirstThingsFirst

Isyourproductused?

Arehappycustomerscreatingnewhappycustomers?

Donewvisitorsengage?

OKRsmustbedeterminedinadvanceOKRswillshowtransformativegrowth(revenue,users,partners,etc.)MustbecollectivelyagreedtobyallstakeholdersYourresourcesmustbeallocatedtoachieveyourOKRs

ReadySetObjectives&KeyResultsGo!

KeyPerformanceIndicators

KPIs:metricsthatdefineandmeasureprogresstowardorganizationalgoals(OKRs)KPIsareoftenratios(ARPU,bouncerate,activesrate,etc.)KPIscanandwillchangeovertime,dosoconscientiouslyEverythingelseininfo-porn

“SoWhat?”&Actionablility

Puteverythingthroughatriple“SoWhat?”testActionableinsightsareeverythingDon’tdoanythingforlessthana25%gain.Shootfor100%

MuchMoretoTestingThanBeingInBetaTesting

Test,Test,TestA-BTestingMultivariateTestingClick-DensityTestingUserExperienceTesting

BestPractices

BedisciplinedHaveaclearlineofsightMinimizestatsreviewfightinfo-pornDonotdiluteresponsibilityamongstakeholdersTestyourdataissoundFilterusertypes

CaseStudy

MarketingInitiativeFeb‘07Goal:2,000NewRegistrantsaDay

MarketedsitesviaAdSenseandBlogAdsAtlaunchwelinkedadstoourhomepagesQuicklymadeagenerallandingpagewithintroinfoandbiglinktoregisterThenmadedynamiclandingwithrelevanttextandregistrationform.Thissignificantlyincreasedpercentageofadclickersthatbecameregistrants

LANDINGPAGEDailyCandy

LADINGPAGEDogInfo

REGISTRATIONPAGE-Activate

QuantitativeSuccessDoesn’tMeanQualitativeSuccess

WehitOKRof2,000registrantsadayBUTonly60%wereactivatingOnly8%we’remakingprofilepagesRealmembersweregeneratinga$4ARPU,thesewereworth$0.10

ActivantsAren’tAlwaysMembersEither

Ofthosenewmembersonly8%weremakingapetpagevs.80%forpeoplewhofoundoursitesnaturally.Within3monthswehaltedalladspending.

HOMEPAGE-Current

CRAZYEGGSearchers

DogsterSearchTraffic

GreatReads

WebAnalyticsAvinashKaushik

AdvancedWebMetricsBrianClifton

Free/CheapTools

GoogleAnalyticsGoogleTrends,AdwordsKeywordToolGoogleWebsiteOptimizer(A/BMultivariate)

Awstats(freeserver-sidewebstats)

CrazyEgg(clicktrackingheatmaps)

Kissmetrics(socialspaceanalytics)

Medialets(iPhoneapps)

Silverback(experiencetesting)