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
by segment.io
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
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