How to Measure Your ProductData Driven Little Bets

Liron Hayun [ UX & Analytics Consultant ] | lironh@gmail.com

ANALYTICS UX

ANALYTICS

DATABASE

SURVEYS

EMAIL SERVICE

ANALYTICS

DATABASE

SURVEYS

EMAIL SERVICE

5 Steps to Epiphany

1) Identify business objectives

2) Translate to technical requirements

3) Implement

4) Measure & Learn

5) Maintain

Business ObjectivesStep 1

The 5 Common Business Objectives

★ Ecommerce - sell products/services

★ Lead Generation - collect user info & connect

★ Content - engagement & visits

★ Online Support - finding info at the right time

★ Branding - awareness, engagement & loyalty

Practical Guidelines

● Include macro and micro conversions

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● Distill customer-problem-solution hypothesis

● Find the riskiest assumptions

Technical RequirementsStep 2

How It Works

Users Sessions Interactions

Your Product Analytics Server

UserInteraction

Session

Session

● Dimensions - characteristics of your users, their

sessions and actions (e.g. country, traffic source).

● Metrics - the quantitative measurements of

users, sessions and actions.

Data Types

Key Metrics

● Pageviews / Screens● Events

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● Users● Sessions● Time on Page● Bounce Rate

Practical Guidelines

● Use a consistent syntax

○ upper/lower case letters

○ name of event actions

○ use of “-”

● Collect campaign data

ImplementationStep 3

ConfigurationCode

Practical Guidelines

● Build an infrastructure

○ maintain data integrity

○ easily measure new features

○ keep consistent syntax

● Setup goals in your analytics tool (!)

Measure & LearnStep 4

AARRR!1) Acquisition - users come from various channels

2) Activation - users enjoy first visit

3) Retention - users come back

4) Referral - users like product and refer others

5) Revenue - users conduct monetization behavior

Analysis Techniques

● Segmentation - isolate and analyze data subsets to understand behavior (by location, source).

● Context - use benchmarks to understand if your performance is good or bad (internal / external).

● Exploration - browse your data to find your next questions (landing/exit pages, bounce rates).

Acquisition

Sources Quality

Activation

Retention

Retention

Referral

Revenue

Maintain & RefineStep 5

Recommended Tools

➔ Google Analytics - free, robust analytics tool

➔ Optimizely - easy A/B testing

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➔ Google Forms - free surveys, easily embedded

➔ Qualaroo - onsite “nudges”

Thank You

Liron Hayun [ UX & Analytics Consultant ] | lironh@gmail.com