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