startonomics (re)think hawaii - ted rheingold
DESCRIPTION
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.TRANSCRIPT
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Sit! Stay! Click! Making Your Users Beg for More
[Re]Think Hawaii - Startonomics
Ted Rheingold CEO & Founder, Dogster, Inc.
blog.dogster.comtwitter: @tedr
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Dogster Screen Shots
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Catster Screen Shot
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Catster Screen Shot
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Some Network Stats
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OKRs must be determined in advanceOKRs will show transformative growth (revenue, users, partners, etc.)OKRs must be agreed to by all stakeholders and attacked religiouslyOKRs must be used to prioritize resources (don’t hedge your business)
Ready? Set Objectives & Key Results and GO!
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Key Performance Indicators
KPIs: metrics that define and measure progress toward organizational goals (OKRs)KPIs are often ratios (ARPU, bounce rate, actives rate, etc.) KPIs can and will change over time, do so conscientiouslyEverything else in info-porn
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“So What?” & Actionablility
Put everything through a triple “So What?” testActionable insights are everythingDon’t do anything for less than a 25% gain. Shoot for 100%
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Much More to Testing Than Being In Beta
Test, test, testA-B testingMultivariate testingClick-density testingUser experience testingTest for failures as well as success
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User Experience Testing FTW
Doesn’t require expensive expertsFind target users from your networks ($15-$40/hr)Set up quiet environ: record screen, voice, faceLead everyone through same script & tasksAfter 10 users you’ll get 98% of insightsDo user exp. testing before final production cycles. Build in post-test change time
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Best Practices
Be disciplinedHave a clear line of sightMinimize stats review, fight info-pornDo not dilute responsibility among stakeholdersTest that your data is soundFilter user types
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Tip: Use metrics to grow your business, not start it
Gut check: Is your product used?Are happy customers creating more happy customers?Do new visitors consistently engage?Are you open to changing the product/service if the market wants you to?
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Case Study
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Marketing Initiative Feb ‘07Goal: 2,000 New Registrants a Day
Marketed sites via AdSense and BlogAdsAt launch we linked ads to our homepagesQuickly made a general landing page with intro info and big link to registerThen made dynamic landing pages with relevant text and registration form.This significantly increased percentage of ad clickers that became registrants
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LANDING PAGE Welcome
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Landing Page Cute Overload
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LANDING PAGE Daily Candy
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REGISTRATION PAGE -Activate
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Quantitative Success Doesn’t Mean Qualitative Success
We hit OKR of 2,000 registrants a dayBUT only 60% were activatingOnly 8% we’re making profile pages vs. 80% that found site on their ownReal members were generating a $4 ARPU, these were worth $0.10
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Final Result
Within 3 months we halted all ad spending.
But we were sitting on a treasure trove of what topics engaged pet people the most.
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HOMEPAGE - Current
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CRAZY EGG Searchers
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Dogster Search Traffic
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Free/CheapTools
Google AnalyticsGoogle Trends, Adwords Keyword ToolGoogle Website Optimizer (A/B Multivariate)
Chartbeat (real-time site stats)
Silverback (experience testing)
Awstats (free server-side webstats)
CrazyEgg (click tracking heat maps)
Kissmetrics (social space analytics)
Medialets (iPhone apps)
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Ted Rheingold CEO & Founder, Dogster, Inc.
blog.dogster.comtwitter: @tedr
Sit! Stay! Click! Making Your Users Beg for More
[Re]Think Hawaii – Startonomics