Published on October 1, 2008
Startonomics ‘08 Ted Rheingold Top Dog, Dogster, Inc. blog.dogster.com
First Things First Is your product used? Are happy customers creating new happy customers? Do new visitors engage?
Ready Set Objectives & Key Results Go! OKRs must be determined in advance OKRs will show transformative growth (revenue, users, partners, etc.) Must be collectively agreed to by all stakeholders Your resources must be allocated to achieve your OKRs
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 conscientiously Everything else in info-porn
“So What?” & Actionablility Put everything through a triple “So What?” test Actionable insights are everything Don’t do anything for less than a 25% gain. Shoot for 100%
Much More to Testing Than Being In Beta Testing Test, Test, Test A-B Testing Multivariate Testing Click-Density Testing User Experience Testing
Best Practices Be disciplined Have a clear line of sight Minimize stats review fight info-porn Do not dilute responsibility among stakeholders Test your data is sound Filter user types
Marketing Initiative Feb ‘07 Goal: 2,000 New Registrants a Day Marketed sites via AdSense and BlogAds At launch we linked ads to our homepages Quickly made a general landing page with intro info and big link to register Then made dynamic landing with relevant text and registration form. This significantly increased percentage of ad clickers that became registrants
LANDING PAGE Daily Candy
LADING PAGE Dog Info
REGISTRATION PAGE -Activate
Quantitative Success Doesn’t Mean Qualitative Success We hit OKR of 2,000 registrants a day BUT only 60% were activating Only 8% we’re making profile pages Real members were generating a $4 ARPU, these were worth $0.10
Activants Aren’t Always Members Either Of those new members only 8% were making a pet page vs. 80% for people who found our sites naturally. Within 3 months we halted all ad spending.
HOMEPAGE - Current
CRAZY EGG Searchers
Dogster Search Traffic
Great Reads Web Analytics Advanced Web Metrics Avinash Kaushik Brian Clifton
Free/CheapTools Google Analytics Google Trends, Adwords Keyword Tool Google Website Optimizer (A/B Multivariate) Awstats (free server-side webstats) CrazyEgg (click tracking heat maps) Kissmetrics (social space analytics) Medialets (iPhone apps) Silverback (experience testing)
... Marketing (blog, Sean Ellis) Sit, Stay, Click! Making Users Beg for More ... (Startonomics SF 2008) ... Click! Making Users Beg for More (preso, Ted ...
(Startonomics SF 2008) Startup Metrics: Sample User Conversion ... Sit! Stay! Click! ... and keep them coming back for more. Ted Rheingold Dogster, Inc ...
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