the importance of product perception
TRANSCRIPT
Shachar NahariProduct Consultant & Bot Trainer
Founder @Co-mito
Co-founder @IESC
Community Manager “Accelerators (in Israel and out)”
PM @Moburst
M.A. – User Interface & Experience
Looking 4 a challenge
The Product Funnel
Analytics
Onboarding
Engagement
Retention
Competitors research Value proposition
Fixing the “low hanging fruit” (quick & dirty - noticeable changes/fixes)
Featuring (list)
KPIsDe-featuring
1
What are your ‘Key Performance Indicators’?
and Why?
Are they measurable? (what if they aren’t)
What will count as a ‘success’?
What the timetable for that?
’Before sprinting, be sure of where it is you running to’
s
1.2
A Destination Goal
is a specific screen that users see when they complete an activity (“thank you for signing up” page)
An Event Goal
is triggered when a user does something specific (like starting a video)
A Pages per Visit Goal
is triggered when a user sees more or fewer pages than a threshold that you specify
A Duration Goal
is triggered when a user’s visit exceeds or falls below a threshold that you set
s
Analytics
Choosing the right tools
Writing an event implementation document (PRD)
Testing the events implemented (internal QA)
Building methodology to how we will collect & analyze the data (=building funnels)
Run a sanity check (for the flow and funnels)
Configure the changes we need to take (based on the analytics results)
2’First thing’s FIRST!’
Mobile analytic tools can be divided by:
Attribution/Marketing: Appsflyer, Just Analytics
Core analytics: GA, Mixpanel, Localytics, Uninstall.io, FB, Elasticode, Apple
UX/Visual: Appsee, Lookback
Onboarding
Pre-registration
Registration
Pre-permissions
Permissions (might be different for iOS/ Android)
Permissions fallback plan
First set-up
Tutorial
Activation (point) - analyzing users > determine what is a ‘power user’ (based on his actions) > implicate their characteristics on
the rest of the users
3‘Make sure your acquisition efforts count’
Onboarding -
Opening screen needs to be a sell screen (selling the user your app)
The tutorial needs to explain to the user what is the value of the app to him (value proposition)
Tutorial screens will be with text to swipe (forward)
Gamified tutorial (taken from the gaming world)
Ongoing - make time spaces between the screens according to the user progress
Hints method - means that the screen is idled (gray-out) and in lightning the next button we want the user to tap
3.2
Onboarding3.3
4 more slides to go…
What is Engagement?
1. Amount of valuable actions the user performs
2. Ratio - Between - daily active users (DAUs), to monthly active users (MAUs) = Stickiness
3. Duration - The time users spend in the app (duration of each visit)
4. Screens viewed - How many screens is each user visiting along the flow
4
‘Your product’s core functionality’
Engagement - Activation (point)
How to call on, who is a good user? (based on data)
Data (of 2+ month)
Analysis (segmentation)
Power users reverse engineering
Create an action item
4.2
First - we need to define what a “good user” is. Then we check what makes him a good user
(rely on analytics’ dashboard)
5
‘Most likely the majority of your users will churn on you’
25% Of the users will not come back to the 2nd session
90% Of the users will not come back after 1 week
Tip: Follow Andrew Chen
Business Plan
‘Does your income effects on your product
OR it’s the other way around?...’
Drive your users to take the actions that will serve your BP best
BP isn’t always about having the user pay for something:
Use of data (for you/3rd party)
Retarget marketing
Your BP needs to rely on your product’s abilities
Your product needs to serve your BP
