Measuring Impact on our sites

Raúl Jiménez Ortega

​​@hhkaos - hhkaos@gmail.com

Sponsored by:

slides.com/hhkaos

#MidiendoImpacto

This talk is been recorded

Who am I?

Contents

  • Lean Startup
  • Pirates
  • Tools
  • Measure with Mixpanel
  • Test with Optimizely
  • Get insights with CrazyEgg & Mouseflow
  • Customers and empathy

AARRR! Metrics for pirates

Tools categories

VS

Original

Without phone

Variation

With phone

VS

Original

Without phone

Variation

With phone

Lose: 9.8%

Win: 11.8%

+20%

VS

Original

Man + Bicicles

Variation

Flowers

VS

Original

Man + Bicicles

Variation

Flowers

Lose: 10.8%

Win: 15.2%

+39.6%

Concepts

Events

People

Events

Track event: 

Track global properties: 

mixpanel.track(’Click add to cart',{’quantity':200, ’currency': 'Eur'});
mixpanel.register(params);

Events

Base64:

HTTP request:

http://api.mixpanel.com/track/?data=[Base64_Data]

Set properties (Javascript):

mixpanel.people.set({
      "$email": "hhkaos@gmail.com", 
      “Account type": “Free”
});

mixpanel.identify();

People

http://api.mixpanel.com/engage/?data=[Base64_Data]

HTTP request:

Mixpanel - Implementation with plain JavaScript

Mixpanel - Implementation with angulartics

Use case: GeoDevelopers Site

Mixpanel - Planification

Mouseflow - Record user movement

Landing page analysis case: Upplication 2013

Other tools you may want to take a look

Customers

Customers

Customers

Customer Segments & Empathy map: Hypothesis

Templates: English | Spanish

Involve everyone:

Client, Team, ...

Brainstorm experiments

The more the merrier

AARRR Factors

Remember

Acquisition 

  • Quality marketing campaigns (attractive). 

  • SEO positioning. 

  • Third party traffic pages 

  • SEM (Search Engine Marketing) 

  • Social networks traffic

  • Word of mouth (recommendations) 

  • Brand image

  • Widgets

  • Affiliates

Activation

  • First impression (design)

  • Context of the visit: curiosity ?, purchase intent ?, device ?, etc.

  • Coordination of marketing messages and landing pages.

  • Value proposition (unique).

  • Calls to action: copy's, button colors, sizes, positions, shapes, etc.

  • Respond to customer questions: is for me ?, what do you do? (value centric), why you are better than your competitors ?, what do you want me to do here?

  • The sense of opportunity / urgency.

  • Site performance (Load time)

  • Prices (Trial ?, Freemium ?, etc.)

  • User experience (usability). Brand image

Retention

  • Meet previous expectations

  • User Experience (Design and usability)

  • Response Times Support

  • Features

  • Brand image

Revenue

  • To receive the promised value

  • € benefits, increase customer loyalty improving ...

  • Reasonable price

  • Product satisfaction

  • Brand affinity

  • Payment facilities: different alternatives, support, ...

  • Process payment and security

  • Meet the expectations previously

  • Provide a differential value

  • Brand image and generating confidence

Raúl Jiménez Ortega

​​@hhkaos - hhkaos@gmail.com

Thanks

Measuring Impact on our sites

By Raul Jimenez Ortega

Measuring Impact on our sites

  • 2,908