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How to Optimize Your Product and Business Using Analytics by Dan Olsen
- 1. How to Optimize Your Product
and Business Using Analytics
Dan Olsen May 31, 2017
- 2. My Background
Educa/on
n Engineering background
n Stanford MBA
n UX design and coding
Experience
n Product Management leader at Intuit
n CEO & Cofounder, TechCrunch award winner YourVersion
n PM consultant: Box, Facebook, MicrosoK, Medallia
n Founder: Lean Product Silicon Valley
TwiMer: @danolsen
My slides: hMp://dan-olsen.com
Copyright © 2017 @danolsen
- 46. Profit = Revenue - Cost
Unique Visitors x Ad Revenue per Visitor
Impressions/Visitor x Effec/ve CPM / 1000
Visits/Visitor x Pageviews/Visit x Impressions/PV
New Visitors + Returning Visitors
Invited Visitors + Uninvited Visitors
# of Users Sending Invites x Invites Sent/User x Invite Conversion Rate
Define the Equa/on of your Business
“Peeling the Onion”
Adver/sing Business Model:
Copyright © 2017 @danolsen
- 49. Registra/on Page Conversion Rate
Daily Signup Page Yield vs. Time
New Registered Users divided by Unique Visitors to Signup Page
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1/31 2/14 2/28 3/14 3/28 4/11 4/25 5/9 5/23 6/6 6/20 7/4 7/18 8/1 8/15 8/29 9/12 9/26 10/1
0
DailySignupPageYield
Changed
messaging
Added questions
to signup page
Started requiring
registration
Copyright © 2017 @danolsen
Registration Page Conversion Rate vs. Time
RegistrationPageConversionRate
- 55. Abandonment Rate (7 Day Moving Average)
0%
10%
20%
30%
40%
50%
60%
70%
80%
10/7/02
10/14/02
10/21/02
10/28/02
11/4/02
11/11/02
11/18/02
11/25/02
12/2/02
12/9/02
12/16/02
12/23/02
12/30/02
1/6/03
1/13/03
1/20/03
AbandonmentRate(7DayMovingAverage)
Steps 1-2
Copyright © 2017 @danolsen
Case Study: Account Signup Process Redesign
- 59. Abandonment Rate (7 Day Moving Average)
0%
10%
20%
30%
40%
50%
60%
70%
80%
10/7/02
10/14/02
10/21/02
10/28/02
11/4/02
11/11/02
11/18/02
11/25/02
12/2/02
12/9/02
12/16/02
12/23/02
12/30/02
1/6/03
1/13/03
1/20/03
AbandonmentRate(7DayMovingAverage)
Steps 1-2
Copyright © 2017 @danolsen
Redesigned User Flow Improved
Registra/on Conversion Rate
37% improvement
in conversion rate
Released
New Design