Measure (Brett Ede, CMO & Co-founder Picatic, 2013)
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Measure BRETT EDE CMO & CO-FOUNDER, PICATIC @BRETTEDE
description
How to use funnels, metrics, A/B testing, real-time user monitoring, and user feedback to measure your startup. Get the key insights you need in order to make informed decisions to optimize your product. Includes real examples from event ticketing startup, Picatic. http://www.picatic.com
Transcript of Measure (Brett Ede, CMO & Co-founder Picatic, 2013)
MeasureBRETT EDE
CMO & CO-FOUNDER, PICATIC
@BRETTEDE
“The fundamental activity of a startup is to turn ideas into products, measure how
customers respond, and then learn whether to pivot or persevere.”
—ERIC RIES, THE LEAN STARTUP
“The fundamental activity of a startup is to turn ideas into products, measure how
customers respond, and then learn whether to pivot or persevere.”
—ERIC RIES, THE LEAN STARTUP
The FunnelA STARTUP’S BEST FRIEND
2%“The average conversion rate in the United States of America whether you are selling
elephants or iPods.”
—AVINASH KAUSHIK, GOOGLE ANALYTICS EVANGELIST
SEARCH (ORGANIC) SOCIAL MEDIA PRESS RELEASES
BLOGS EMAIL CPC
CONVERT
VISIT SITE
STEP 3
STEP 2
STEP 4
WHAT MAKES YOU MONEY?
ACTIVATE
VISIT SITE
CHOOSE EVENT TYPE
SIGN UP
CREATE DRAFT EVENT
PREVIEW EVENT
The Picatic Funnel (Old)SIGNUP FIRST
ACTIVATE
VISIT SITE
CHOOSE EVENT TYPE
SIGN UP
CREATE DRAFT EVENT
PREVIEW EVENT
The Picatic Funnel (New)VALUE EXCHANGE SIGNUP
+30%IMPROVEMENT
Event Organizer FunnelPICATIC - LAST 30 DAYS
Ticket Purchaser FunnelPICATIC - LAST 30 DAYS
Monitor your funnels weekly.
MetricsYOUR STARTUP DASHBOARD
Not vanity metrics.
Pageviews
Total number of users
Total downloads
Focus on key metrics.
Active Users
Revenue
Conversion Rate
Retention
MetricsPICATIC - LAST 30 DAYS
MetricsPICATIC - LIVE EVENTS
AB TestingCOCA-COLA CLASSIC VS. NEW COKE
A/B TestingHOW IT WORKS
A
B
1%CONVERSION
B
4.5%CONVERSION
A/B test anything new.
A/B TestingHIGHRISE CRM LANDING PAGE
A (ORIGINAL) B (VARIATION)
MultivariateTesting
But, don’t go crazy.
41 Shades of BlueA GOOGLE STORY
Gmail Google Search
“Yes, it’s true that a team at Google couldn’t decide between two blues, so they’re testing 41 shades between each blue to see which one performs better...I’ve grown tired of debating such miniscule design decisions. There
are more exciting design problems in this world to tackle.”
—DOUGLAS BOWMAN, GOOGLE (FORMER) LEAD DESIGNER
Only test what’s important.
ORIGINAL ORIGINAL + TESTIMONIALS SIMPLIFIED SIMPLIFIED + TESTIMONIALS
Multivariate TestingPICATIC LANDING PAGE
+24%IMPROVEMENT
-27%DECLINE
Real-TimeMonitoring
Don’t get too creepy.
FeedbackJUST SIT BACK AND LISTEN
Customer FeedbackPICATIC EVENT ORGANIZER SURVEY
Customer Feedback/Support
Don’t do it all. Look for patterns.
Get out of the office.
Thanks!BRETT EDE
CMO & CO-FOUNDER, PICATIC
@BRETTEDE
