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Intro about me.Intro on the presentatoin. What is virality. Where do you see it? How does it translate to the web?
Hi My name is Jen Ruffner. As Christina mentioned I’m going to talk about Site Flow OptimizationBefore before I jump into a website --- I want to visit an experience that we are all familiar with – eating out. I’ll talk about some of the industry secrets that restaurants use to improve the check’s bottom line. What’s interesting is that some of them translate very nicely to what you can do on a website, and some just seem to go against what we would believe to be common sense.
High margin items in the upper right hand corner of the menu “1978 issue of The Cornell Hotel and Restaurant Administration Quarterly” High margin items in the upper right hand corner of the menu
And then counter clockwise to the right bottom ---- Which is why you see appetizers in the top left“People tend to remember the top two items on a list and the bottom item” Steve Miller This lesson here is that every site is different. Some things work everywhere and other sites have communities that go against the norm. You should always be iterating by learning from your users and testing new approaches.
Much like search results
Reduce any hurdle that you can see between the user and what you want them to do. In this case, not only does the user have to remember to ask the waiter what the market price is before ordering, but they also risk embarassment
The key about optimization is that you never stop. You are always testing. Always have metrics and numbers. Pick the best channels to test out and double your efforts on that. It’s not always on creating new features that will get you traffic or growth. You sometimes you want to pick what’s working well and make it better. That doesn’t mean to not Experiment and explore new channels or features. This is how to frame the workshop conversations. Think about your biggest flows and how to test them.For a social website -- your goals are probably include growth, engagement, and revenue. So key flows and conversions you should be focussed on include: - getting a user registered- getting them to submit content or share something- or getting them to buy something….
Definitely pick a winner (Sumeet or sharon).One of the most popular ways to hear about a social site is through a friend Objective is to get people to open the email. How do you do that?Who is it sent from?Should use the inviter’s name – not the siteTwitter doesn’t Users are more likely to open an email when it’s from a friend instead of a website. Twitter doesn’t even mention my name in the subject line. People won’t recognize JenG24Is the subject line short, but compellingDoes it make you feel wanted and special?Twitter doesn’t even use my name in the subjectFacebook – first off when I sent this email it wasn’t to share photos. It was just to invite my friend to join the site. Second, it doesn’t make me feel special.Tagged makes me feel good because something is waiting there and it’s specifically for meSuggestions1. Make the reader feel like they need to respond, while still keeping it light.2. Wildcards – try jazzing up the subject line to see if it does anything [SMILEY FACE]
Subject lines are easy to test for a lot of reasons
GoodPicture is great for conversation AND it clicks to registerThe stats about me tell the story of what you can do on Facebook (social learning)
BadToo many links (make one clear call to action and lock down the flow)Note that one link is in case you already have an account. Normally I’d say to remove it, but I’d imagine that FB gets a lot of CS requests to merge duplicate accounts. If that is costing a lot of money it may be worth keeping that link here).Too much text – don’t make the user read a story here – get them to join the site and let them learn from their friends.Call to action is to sign up for facebook – not look at Jen’s photosSuggestions – Images can be scary to put in the email because the user may not download it. In that event add text about where I live or where I went to school etc.
Good Buttons instead of a link is a very clear call to action.Both buttons click to reg – if you click no you register without becoming friends with the inviter.Posed a question which envokes the user to respond.Bad- The messaging is a little harsh
Empty if the user selects not to download images.
GoodNo navProgress barGood header - it’s inviting and rewardingHeld the users hand with info on the inviter and allows you to get more information inlineHandholding text as to why you should do certain things (rewarding the user)Country is prepopulatedThe button is a good color and has a good message. Buttons are important not only because they are the main call to action, but it’s the last thing that a user looks at before they decide whether or not to continue.BadGet rid of the marketing textAllow the user to skip things that aren’t optional
You’ve got to get it to one page. Why? Because once you have the user’s email, you can reach out to them and try to get them to come back. If you bog them down with excess requested information, you’re going to lose them. Email addressGoodHolding the users hand by keeping the inviter at the top of the page w/ good messaging like “Join your friends on MS”Mentions the word “Free”Absolute minimal requirements. - Prepopulated the email addressOrder!Submit button is above the fold and it’s a good clear call to askingIT’s a good idea that any page in this flow, the submit button needs to be above the fold. That doesn’t mean that you should take what was 3 really long pages and turn them into 6 short pages, because there is a drop off rate of about 20% per page. Make sure you get as much as you can and need before you’ve lost the opportunity to land them on the home page and let them do what they came there to do.Got rid of the checkbox that they agree to the TOSKept the captcha until later
BadGet rid of the navCirsor not defaultedShould have default selected one of the gendersFull looks like first
Thinking Like an Optimizer<br />Jennifer Ruffner<br />
What is Virality?<br />1 person gets > 1 person to take a viral action<br />If I register for a site, I get more than 1 person to register <br />If I share a link, I get more than 1 person to reshare<br />
How do you measure virality?<br />X: percentage of users who invite (via invitation, feed, & notification)<br />Y: average number of invites sent<br />Z: average acceptance rate<br />If X * Y * Z > 1<br />you have a Positive Viral Loop (Snowball Effect)<br />Examples<br />Inviting someone to join the site e.g.: 4.8% * 18.83 *15% = 0.13 (low viral factor)<br />Mafia Wars app: 40% * 15 *22% = 1.32 (super high viral factor)<br />Courtesy of 6waves<br />
MySpace Examples<br />Lots of teams are optimizing<br />
App Recommendation Test and Results<br />CREATIVE: Template with 3 app recommendations outperformed template with 1 app recommendation by 409% CTO, and marginally outperformed template with 2 app recommendations by 4% CTO<br />
Dating Email Test 2 and Results<br />Subject Line A:<br />Subject Line B:<br />VS<br />EMAIL SUBJECT: Subject line B outperformed Subject Line A by 86% open rates<br />VS<br />VS<br />VS<br />30-37 Days<br />23-29 Days<br />15-22 Days<br />7-14 Days<br />DAYS LAPSED: Users lapsed 15-22 days outperformed users lapsed 7-14, 23-29 or 30-37 days by an average of 43% CTR and 42% open rates<br />