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Product Management by Numbers:
Using Metrics to Optimize your Product
Dan Olsen
CEO & Founder, YourVersion
Dec 17, 2008          1      Copyright © 2008 Olsen Solutions LLC
                             Copyright 
Using Metrics to Optimize your Product
 Product Management’s Role
 Integrating metrics & optimization
 Using metrics to optimize value creation
   Business Value
   Customer Value
   UI Design
 Illustrate with real world examples

                           Copyright © 2008 Olsen Solutions LLC
My Background
Education
  BS, Electrical Engineering, Northwestern
  MS, Industrial Engineering, Virginia Tech
  MBA, Stanford
  PHP, MySQL, JavaScript, XHTML, CSS, UI design
17 years of Product Management Experience
  Managed submarine design for 5 years
  5 years at Intuit, led Quicken Product Management
  Led Product Management at Friendster
  Olsen Solutions LLC, PM consultant for start‐ups
  CEO & Founder of YourVersion, Social Discovery start‐up
Product Management’s 
         Role



              Copyright © 2008 Olsen Solutions LLC
A Product Manager by any Other 
   Name Would Smell as Sweet
Product managers are sometimes called
  Product marketing manager
  Program manager
  Project manager
Label and definition of role can vary
  Based on industry or company
  Based on B2C (consumer) vs. B2B (enterprise)
  Based on stage of company
Can be area of responsibility vs. actual position

                                Copyright © 2008 Olsen Solutions LLC
Product Management is
    Critical Link in Value Creation




Market            Product          Development 
• Current       Management            Team
  customers
• Prospective
  customers
• Competitors




                             Copyright © 2008 Olsen Solutions LLC
A Process View of Product Management
                                    “Inbound”
                                     Product           “Outbound”
                                   Management            Product
Long    Business      Product                          Management
Term    Strategy      Strategy
                                                         Market/
                                                          Sell
Short   Business      Product       Product
Term    Objectives   Objectives   Development
                                                         Service/
                                                         Support




                                         Copyright © 2008 Olsen Solutions LLC
PM’s Job: A Successful Product
Know market and customer better than anyone else
Translate business objectives and customer needs 
into product requirements
Be the clearinghouse for all product ideas 
Identify, plan & prioritize product ideas to maximize 
ROI on engineering resources
Work with team to design and build a great product
Evangelize product within and outside the company
Keep the product team motivated



                                   Copyright © 2008 Olsen Solutions LLC
Integrating Metrics and 
 Optimization into your 
    Product Process



                Copyright © 2008 Olsen Solutions LLC
Adding Metrics and Optimization to 
             your Product Process
                                                                       Site Level
           Business     Product       Prioritized 
Plan      Objectives   Objectives    Feature List


                                                          Scoping         Feature 
                                                                           Level

                                    Requirements 
Design                                & Design


                                        Code                Test          Launch
Develop

                                    Metrics & User 
Optimize                              Feedback
                                                      Copyright © 2008 Olsen Solutions LLC
Optimization through Iteration:
  Continuous Improvement
                   Measure
                  the metric


                                       Analyze
       Learning                       the metric
         Gaining knowledge:
         • Market                    Identify top 
         • Customer                 opportunities
                                      to improve
         • Domain
         • Usability             Design & develop  
                                 the enhancement


                 Launch the
                enhancement
                               Copyright © 2008 Olsen Solutions LLC
Optimizing
Business Value Creation 
     with Metrics



                Copyright © 2008 Olsen Solutions LLC
Approaching Business as an 
    Optimization Exercise


Given reality as it exists today,
optimize our business results
subject to our resource constraints.




                         Copyright © 2008 Olsen Solutions LLC
Define the Equation of your Business
          “Peeling the Onion”
Profit = Revenue ‐ Cost

   Unique Visitors x  Ad Revenue per Visitor

                           Impressions/Visitor x  Effective 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 Click‐through Rate



                                                     Copyright © 2008 Olsen Solutions LLC
How to Track Your Metrics
Track each metric as daily time series
           Unique     Page       Ad      New User 
                                                           …
  Date     Visitors   views    Revenue   Sign‐ups
 4/24/08    10,100    29,600        25         490
 4/25/08    10,500    27,100        24         480
   …

Create ratios from primary metrics:  X / Y
  Example: How good is your registration page?
  Okay:    # of registered users per day
  Better: registration conversion rate =
           # registered users / # uniques to reg page
                                          Copyright © 2008 Olsen Solutions LLC
Sample Signup Page Yield Data
                                                Daily Signup Page Yield vs. Time
                                 New Registered Users divided by Unique Visitors to Signup Page

                          100%

                          90%

                          80%
Daily Signup Page Yield




                          70%

                          60%

                          50%

                          40%

                          30%                                                               Started requiring
                                                                                              registration

                          20%
                                                  Changed                     Added questions
                                                 messaging                     to signup page
                          10%

                           0%
                             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



                                                                                         Copyright © 2008 Olsen Solutions LLC
Using Metrics to Optimize the 
           Equation of your Business
  What are the metrics for your business?
  Where is current value for each metric? 
  How many resources to “move” each metric?
         Developer‐hours, time, money
  Which metrics have highest ROI opportunities?

           Metric A                Metric B                    Metric C
           Good ROI                Bad ROI                     Great ROI




                                                  Return
                         Return
Return




           Investment             Investment                 Investment

                                               Copyright © 2008 Olsen Solutions LLC
Case Study:
                Optimizing Viral Loop Metrics
   % of users
    sending = 15%     Invites per                     Invite
     invites            sender = 2.3           click-through rate

             Active   Invite    Prospective   Click     Registration         Fail
             Users                 Users                 Process
% of users
 who are                                                          Succeed
                                   Don’t
  active                           Click                          Conversion
                                                                     rate    = 85%
             Users



• Multiplied together, these metrics determine your viral ratio
• Which metric has highest ROI opportunity?

                                                 Copyright © 2008 Olsen Solutions LLC
Maximum Upside Potential of a Metric
                                                                           ?




               100%                 100%
                85%



                                     15%                           2.3
                  0                     0                           0
                 Registration      % of users sending             Avg # of invites
                conversion rate        invitations                sent per sender

Max possible   0.15 / 0.85 = 18%   0.85 / 0.15 = 570%               ? / 2.3 = ?%
improvement

                                                 Copyright © 2008 Olsen Solutions LLC
Doubling Number of Invitations Sent per Sender by 
         Adding Address Book Importer




                                Copyright © 2008 Olsen Solutions LLC
Optimizing
Customer Value Creation 
     with Metrics



               Copyright © 2008 Olsen Solutions LLC
The Fuzzy Math of Customer Value
 You create customer value with a product that
   Satisfies customers’ needs
   Is easy to use
   Has a good price
   Is better than other alternatives
 Not fuzzy: # of users and frequency of use
 Applying metrics approach to customer value
   Need framework of user needs & satisfaction
   Quantitative: site analytics, usage metrics, surveys
   Qualitative: 1‐on‐1 user feedback sessions  are best

                                   Copyright © 2008 Olsen Solutions LLC
Olsen’s Hierarchy of Web User Needs
       (adapted from Maslow)
    Customer’s Perspective                                   What does it mean to us?

     How easy to use is it?                                      Usability & Design




                                        Satisfaction
                                        Increasing
     Does the functionality
                                                                      Feature Set
       meet my needs?


  Does the functionality work?
                                                                  Absence of Bugs




                                        Dissatisfaction
                                        Decreasing
     Is the site fast enough?
                                                                   Page Load Time


Is the site up when I want to use it?
                                                                         Uptime


                                                          Copyright © 2008 Olsen Solutions LLC
Kano Model: User Needs & Satisfaction
              User Satisfaction
                                  Delighter (wow)


                                                   Performance 
                                                  (more is better)


 Need                                                       Need
not met                                                   fully met
                                    Must Have


                                  Needs & features 
                                  migrate over time


             User Dissatisfaction    Copyright © 2008 Olsen Solutions LLC
Importance vs. Satisfaction
       Ask Users to Rate for Each Feature
              100                                                                        98
                                                                           Great
               95
                                                                        84 87
               90
                                   Bad                                    86
               85                                                  79   84
                                    55               70
                                                                   80
 Importance




               80

               75                                      72
                                                                   80
               70
                                                             75
               65

               60

               55
                         41
               50
                    40        50         60       70              80        90          100
                                              Satisfaction

Recommended reading: “What 
Customers Want” by Anthony Ulwick                                  Copyright © 2008 Olsen Solutions LLC
What is Your Value Proposition?
  Which user benefits are most important?
  How well does your product deliver?
                Importance     Current User                               Upside
User Benefit      to User      Satisfaction                              Potential
               Low      High   –                    +
Benefit 1                                                                  High

Benefit 2                                                                  High
Benefit 3                                                                  Low ?
                                                          opportunity

Benefit 4                                                                  Med

Benefit 5                                                                  Low ?
                                                           opportunity

Benefit 6                                                                  Low
                                   Doesn’t matter
                                                        Copyright © 2008 Olsen Solutions LLC
Return (Value Created)   Analyzing Product Ideas by ROI

                                        ?
                         4
                                               Idea D
                         3
                             Idea A   Idea B
                         2
                                      Idea C
                         1
                                               Idea F


                               1     2     3    4
                               Investment (developer-weeks)
                                                        Copyright © 2008 Olsen Solutions LLC
Return (Value Created)   Prioritizing Product Ideas by ROI

                                                 Idea C
                         8
                         7             Idea B
                         6
                         5
                         4   Idea A
                         3
                         2
                         1

                               1   2    3     4   5
                               Investment (developer-weeks)
                                                          Copyright © 2008 Olsen Solutions LLC
The UI Design Iceberg
  What most
  people see
  and react to                       Visual
                                     Design                             What good
                                                                        PMs and
                                                                        Designers
                                   Interaction                          think about
                                     Design

                                  Information
                                  Architecture

                                  Conceptual
                                    Design

Recommended reading: Jesse James Garrett’s
“Elements of User Experience” chart, free at www.jjg.net   Copyright © 2008 Olsen Solutions LLC
Approaching UI Design Analytically
 Typical UI design question:
 “When using web pages, do users scroll down?”
   ‐ Yes
   ‐ No

 UI questions are never yes/no! (not binary)
 Should ask: “What percentage of users …?”
 UI changes impact your metrics
   Impact can be positive, negative, small, large
   Seek high‐ROI UI changes
                                   Copyright © 2008 Olsen Solutions LLC
Put Key Conversion Actions Above The Fold
          Landing Page A                 Landing Page B




                            The Fold
Key conversion action
is above the fold
                 Key conversion action
                 is below the fold

                                          Copyright © 2008 Olsen Solutions LLC
The Fold: “Chrome” Takes Away Pixels




                              Only
                                        768
                               600     pixels
                              pixels




          1024 pixels
The Fold Isn’t Binary Either

                                               768 px

                                                        The chrome steals 
% of Users



                                                         about 170 pixels


                                 600 px                      1024 px




             Data courtesy of ClickTale
             Free trial at www.clicktale.com              Copyright © 2008 Olsen Solutions LLC
Analyze User Screen Height Distribution
 to Select Design Height for Key Pages
                                                    100%
                                                           600, 100%                 768, 92%
                                                    90%
  % of Users with Given (or Higher) Screen Height




                                                    80%

                                                    70%
                                                                                                        Going above
                                                    60%
                                                                                                      768 px = big drop 
                                                    50%

                                                    40%
                                                                                      772, 38%
                                                                                                  864, 29%
                                                    30%
                                                                                     807, 29%                           1024, 20%
                                                                                                866, 25%
                                                    20%
                                                                                                                 1000, 20%
                                                    10%
                                                                                                                             1030, 5%
                                                     0%
                                                       600      650    700     750    800       850    900   950     1000    1050   1100
                                                                             Page Design Height (pixels)
                                                                                Monitor Screen Height (pixels)
Case Study: Account Signup Process Redesign

                    100%
             100%
                             Biggest 
             80%
                              drop
% of Users




                                62.3%
                                               58.8%
             60%
                                                                  50.9%



             40%                                                                  34.4%          32.7%



             20%



              0%


                        Sign in /       Account        Cash vs.       5 Partner       3 Partner
                      Registration       Type          Margin           Pages           Pages
                                                                          Copyright © 2008 Olsen Solutions LLC
Analysis of Sign In/Registration Flow
 Open
Account
                                                           55%
    44%   Register                    Registration     (24% of Total)
                                        Process

                                      45% drop off
                                                                                     64%
                                      (20% of total)
                                                                                   of Total   Account 
                                                                                 36% overall  Selection
                                          83%               30%                  drop off for 
    56%                               (46% of Total)    (14% of Total)            this step
          Sign in


                       Forget                  70%              Change             80%
                      Password             (32% of Total)      Password        (26% of Total)


                      17% drop off                            20% drop off
                     (10% of total)                           (6% of total)


                                                                   Copyright © 2008 Olsen Solutions LLC
Redesigned User Flow Improved 
                                                           Registration Conversion Rate
                                                                                           Abandonment Rate (7 Day Moving Average)
                                                                                                                               Steps 1-2
                                          80%


                                          70%
Abandonment Rate (7 Day Moving Average)




                                          60%


                                          50%


                                          40%


                                          30%                                                                                             Released                        37% improvement
                                                                                                                                         New Design                       in conversion rate
                                          20%


                                          10%


                                          0%
                                                          10/14/02



                                                                     10/21/02



                                                                                10/28/02




                                                                                                        11/11/02



                                                                                                                   11/18/02



                                                                                                                              11/25/02




                                                                                                                                                               12/16/02



                                                                                                                                                                           12/23/02



                                                                                                                                                                                      12/30/02
                                                10/7/02




                                                                                              11/4/02




                                                                                                                                         12/2/02



                                                                                                                                                   12/9/02




                                                                                                                                                                                                          1/13/03



                                                                                                                                                                                                                    1/20/03
                                                                                                                                                                                                 1/6/03
                                                                                                                                                             Copyright © 2008 Olsen Solutions LLC
Product Management by Numbers
          Cheat Sheet
Define what success means
  Customer value proposition
  Equation of your business
Instrument your site and track key metrics
Identify opportunities and prioritize by ROI
Launch, learn, and iterate



                           Copyright © 2008 Olsen Solutions LLC
YourVersion proactively discovers relevant
web content for you based on your interests.




 Discover      Bookmark          Share
Questions?    www.yourversion.com
              dan@yourversion.com
         40          Copyright © 2008 Olsen Solutions LLC
                     Copyright 

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Product Management by Numbers: Using Metrics To Optimize Your Product by Dan Olsen

  • 2. Using Metrics to Optimize your Product Product Management’s Role Integrating metrics & optimization Using metrics to optimize value creation Business Value Customer Value UI Design Illustrate with real world examples Copyright © 2008 Olsen Solutions LLC
  • 3. My Background Education BS, Electrical Engineering, Northwestern MS, Industrial Engineering, Virginia Tech MBA, Stanford PHP, MySQL, JavaScript, XHTML, CSS, UI design 17 years of Product Management Experience Managed submarine design for 5 years 5 years at Intuit, led Quicken Product Management Led Product Management at Friendster Olsen Solutions LLC, PM consultant for start‐ups CEO & Founder of YourVersion, Social Discovery start‐up
  • 4. Product Management’s  Role Copyright © 2008 Olsen Solutions LLC
  • 5. A Product Manager by any Other  Name Would Smell as Sweet Product managers are sometimes called Product marketing manager Program manager Project manager Label and definition of role can vary Based on industry or company Based on B2C (consumer) vs. B2B (enterprise) Based on stage of company Can be area of responsibility vs. actual position Copyright © 2008 Olsen Solutions LLC
  • 6. Product Management is Critical Link in Value Creation Market Product  Development  • Current  Management Team customers • Prospective customers • Competitors Copyright © 2008 Olsen Solutions LLC
  • 7. A Process View of Product Management “Inbound” Product “Outbound” Management Product Long Business Product Management Term Strategy Strategy Market/ Sell Short Business Product Product Term Objectives Objectives Development Service/ Support Copyright © 2008 Olsen Solutions LLC
  • 9. Integrating Metrics and  Optimization into your  Product Process Copyright © 2008 Olsen Solutions LLC
  • 10. Adding Metrics and Optimization to  your Product Process Site Level Business Product Prioritized  Plan Objectives Objectives Feature List Scoping Feature  Level Requirements  Design & Design Code Test Launch Develop Metrics & User  Optimize Feedback Copyright © 2008 Olsen Solutions LLC
  • 11. Optimization through Iteration: Continuous Improvement Measure the metric Analyze Learning the metric Gaining knowledge: • Market Identify top  • Customer opportunities to improve • Domain • Usability Design & develop   the enhancement Launch the enhancement Copyright © 2008 Olsen Solutions LLC
  • 12. Optimizing Business Value Creation  with Metrics Copyright © 2008 Olsen Solutions LLC
  • 13. Approaching Business as an  Optimization Exercise Given reality as it exists today, optimize our business results subject to our resource constraints. Copyright © 2008 Olsen Solutions LLC
  • 14. Define the Equation of your Business “Peeling the Onion” Profit = Revenue ‐ Cost Unique Visitors x  Ad Revenue per Visitor Impressions/Visitor x  Effective 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 Click‐through Rate Copyright © 2008 Olsen Solutions LLC
  • 15. How to Track Your Metrics Track each metric as daily time series Unique  Page  Ad  New User  … Date Visitors views Revenue Sign‐ups 4/24/08 10,100 29,600 25 490 4/25/08 10,500 27,100 24 480 … Create ratios from primary metrics:  X / Y Example: How good is your registration page? Okay: # of registered users per day Better: registration conversion rate = # registered users / # uniques to reg page Copyright © 2008 Olsen Solutions LLC
  • 16. Sample Signup Page Yield Data Daily Signup Page Yield vs. Time New Registered Users divided by Unique Visitors to Signup Page 100% 90% 80% Daily Signup Page Yield 70% 60% 50% 40% 30% Started requiring registration 20% Changed Added questions messaging to signup page 10% 0% 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 Copyright © 2008 Olsen Solutions LLC
  • 17. Using Metrics to Optimize the  Equation of your Business What are the metrics for your business? Where is current value for each metric?  How many resources to “move” each metric? Developer‐hours, time, money Which metrics have highest ROI opportunities? Metric A Metric B Metric C Good ROI Bad ROI Great ROI Return Return Return Investment Investment Investment Copyright © 2008 Olsen Solutions LLC
  • 18. Case Study: Optimizing Viral Loop Metrics % of users sending = 15% Invites per Invite invites sender = 2.3 click-through rate Active Invite Prospective Click Registration Fail Users Users Process % of users who are Succeed Don’t active Click Conversion rate = 85% Users • Multiplied together, these metrics determine your viral ratio • Which metric has highest ROI opportunity? Copyright © 2008 Olsen Solutions LLC
  • 19. Maximum Upside Potential of a Metric ? 100% 100% 85% 15% 2.3 0 0 0 Registration % of users sending Avg # of invites conversion rate invitations sent per sender Max possible 0.15 / 0.85 = 18% 0.85 / 0.15 = 570% ? / 2.3 = ?% improvement Copyright © 2008 Olsen Solutions LLC
  • 20. Doubling Number of Invitations Sent per Sender by  Adding Address Book Importer Copyright © 2008 Olsen Solutions LLC
  • 21. Optimizing Customer Value Creation  with Metrics Copyright © 2008 Olsen Solutions LLC
  • 22. The Fuzzy Math of Customer Value You create customer value with a product that Satisfies customers’ needs Is easy to use Has a good price Is better than other alternatives Not fuzzy: # of users and frequency of use Applying metrics approach to customer value Need framework of user needs & satisfaction Quantitative: site analytics, usage metrics, surveys Qualitative: 1‐on‐1 user feedback sessions  are best Copyright © 2008 Olsen Solutions LLC
  • 23. Olsen’s Hierarchy of Web User Needs (adapted from Maslow) Customer’s Perspective What does it mean to us? How easy to use is it? Usability & Design Satisfaction Increasing Does the functionality Feature Set meet my needs? Does the functionality work? Absence of Bugs Dissatisfaction Decreasing Is the site fast enough? Page Load Time Is the site up when I want to use it? Uptime Copyright © 2008 Olsen Solutions LLC
  • 24. Kano Model: User Needs & Satisfaction User Satisfaction Delighter (wow) Performance  (more is better) Need Need not met fully met Must Have Needs & features  migrate over time User Dissatisfaction Copyright © 2008 Olsen Solutions LLC
  • 25. Importance vs. Satisfaction Ask Users to Rate for Each Feature 100 98 Great 95 84 87 90 Bad 86 85 79 84 55 70 80 Importance 80 75 72 80 70 75 65 60 55 41 50 40 50 60 70 80 90 100 Satisfaction Recommended reading: “What  Customers Want” by Anthony Ulwick Copyright © 2008 Olsen Solutions LLC
  • 26. What is Your Value Proposition? Which user benefits are most important? How well does your product deliver? Importance Current User Upside User Benefit to User Satisfaction Potential Low High – + Benefit 1 High Benefit 2 High Benefit 3 Low ? opportunity Benefit 4 Med Benefit 5 Low ? opportunity Benefit 6 Low Doesn’t matter Copyright © 2008 Olsen Solutions LLC
  • 27. Return (Value Created) Analyzing Product Ideas by ROI ? 4 Idea D 3 Idea A Idea B 2 Idea C 1 Idea F 1 2 3 4 Investment (developer-weeks) Copyright © 2008 Olsen Solutions LLC
  • 28. Return (Value Created) Prioritizing Product Ideas by ROI Idea C 8 7 Idea B 6 5 4 Idea A 3 2 1 1 2 3 4 5 Investment (developer-weeks) Copyright © 2008 Olsen Solutions LLC
  • 29. The UI Design Iceberg What most people see and react to Visual Design What good PMs and Designers Interaction think about Design Information Architecture Conceptual Design Recommended reading: Jesse James Garrett’s “Elements of User Experience” chart, free at www.jjg.net Copyright © 2008 Olsen Solutions LLC
  • 30. Approaching UI Design Analytically Typical UI design question: “When using web pages, do users scroll down?” ‐ Yes ‐ No UI questions are never yes/no! (not binary) Should ask: “What percentage of users …?” UI changes impact your metrics Impact can be positive, negative, small, large Seek high‐ROI UI changes Copyright © 2008 Olsen Solutions LLC
  • 31. Put Key Conversion Actions Above The Fold Landing Page A Landing Page B The Fold Key conversion action is above the fold Key conversion action is below the fold Copyright © 2008 Olsen Solutions LLC
  • 32. The Fold: “Chrome” Takes Away Pixels Only 768 600 pixels pixels 1024 pixels
  • 33. The Fold Isn’t Binary Either 768 px The chrome steals  % of Users about 170 pixels 600 px 1024 px Data courtesy of ClickTale Free trial at www.clicktale.com Copyright © 2008 Olsen Solutions LLC
  • 34. Analyze User Screen Height Distribution to Select Design Height for Key Pages 100% 600, 100% 768, 92% 90% % of Users with Given (or Higher) Screen Height 80% 70% Going above 60% 768 px = big drop  50% 40% 772, 38% 864, 29% 30% 807, 29% 1024, 20% 866, 25% 20% 1000, 20% 10% 1030, 5% 0% 600 650 700 750 800 850 900 950 1000 1050 1100 Page Design Height (pixels) Monitor Screen Height (pixels)
  • 35. Case Study: Account Signup Process Redesign 100% 100% Biggest  80% drop % of Users 62.3% 58.8% 60% 50.9% 40% 34.4% 32.7% 20% 0% Sign in / Account  Cash vs. 5 Partner 3 Partner Registration Type Margin Pages Pages Copyright © 2008 Olsen Solutions LLC
  • 36. Analysis of Sign In/Registration Flow Open Account 55% 44% Register Registration  (24% of Total) Process 45% drop off 64% (20% of total) of Total Account  36% overall  Selection 83% 30% drop off for  56% (46% of Total) (14% of Total) this step Sign in Forget  70% Change  80% Password (32% of Total) Password (26% of Total) 17% drop off  20% drop off (10% of total) (6% of total) Copyright © 2008 Olsen Solutions LLC
  • 37. Redesigned User Flow Improved  Registration Conversion Rate Abandonment Rate (7 Day Moving Average) Steps 1-2 80% 70% Abandonment Rate (7 Day Moving Average) 60% 50% 40% 30% Released 37% improvement New Design in conversion rate 20% 10% 0% 10/14/02 10/21/02 10/28/02 11/11/02 11/18/02 11/25/02 12/16/02 12/23/02 12/30/02 10/7/02 11/4/02 12/2/02 12/9/02 1/13/03 1/20/03 1/6/03 Copyright © 2008 Olsen Solutions LLC
  • 38. Product Management by Numbers Cheat Sheet Define what success means Customer value proposition Equation of your business Instrument your site and track key metrics Identify opportunities and prioritize by ROI Launch, learn, and iterate Copyright © 2008 Olsen Solutions LLC
  • 39. YourVersion proactively discovers relevant web content for you based on your interests. Discover Bookmark Share
  • 40. Questions? www.yourversion.com dan@yourversion.com 40 Copyright © 2008 Olsen Solutions LLC Copyright