Here's a presentation we gave to the Facebook Connect team at a Dogpatch/Polaris Ventures sponsored event. A big thanks to @hnshah from KISSMetrics who gave us some stellar advice on optimizing our use of Facebook Connect.
2. What is Hollrr?
Hollrr is the fun and easy way
to share discoveries of great
new products and services
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3. What are we trying to optimize?
Our Facebook viral loop:
User signs-up Sends Hollrr Friends click Friend signs
with Facebook as post to on post in FB up to
Facebook feed Hollrr.com
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4. Question: What drives virality?
Which has the bigger impact on virality?
No. of views of Hollrrs posted to FB? Conversion %?
No. of times No. of people % conversion No. of new
users post that see that to signed-up signed-up
externally message user users
No. of views of Hollrrs Priority area #1:
posted to FB is more Increase # of Hollrrs posted
important driver of virality to FB per user
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5. Case Study I: change focus of onboarding process
Original focus: New focus:
Connect friends Make your first Hollrr
44% increase in new users Hollrring*
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*: Very small sample size
6. Case Study II: push FB connect in signup process
User opts-in to User opts-out of
FB Connect FB Connect
~10% increase in % using FB Connect
BUT…
Sign-up conversion down ~25%*
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*: Very small sample size
7. Case Study III: Improve Facebook feed post
Original post to FB Improved post to FB
• Too much product info→ no • Select product info →
clear benefit of click thru Increased curiosity
• Unclear call to action • Call to action satisfies
curiosity
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Note: no meaningful data available
8. Case Study IV: Improve landing page conv. %
Original landing page Improved landing page
• A lot of information • Focus on Facebook friend
• No clear call to action • Reduced # of options
• Large # of options • Clear call to action
(in a big green button!)
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Note: no meaningful data available
9. Team Hollrr
David Hegarty Benny Joseph
Chief Hollrr CTO (‘El Jefe’)
hegs@hollrr.com benny@hollrr.com
• Launched a cloud computing • Lead engineer at another
platform at Microsoft startup
• Made PowerPoints as a • Wrote the math engine of
consultant at Bain & Company E*TRADE's trading platform
• Racked up debt as a grad • Spent a ton of $$$ for his MBA
student at Northwestern at Chicago Booth
• Love skiing, travelling and • Mixed Martial Arts enthusiast,
burritos in exactly that order World Series of Poker every
year (but always lose!)
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