sit stay click! making users beg for more (ted rheingold, startonomics sf 2008)
DESCRIPTION
Presentation by Ted Rheingold, Dogster on how to create engaging user experience, what development process works best to drive activation & retention.TRANSCRIPT
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)