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AB testing for small businesses
AB testing is interesting because it promises objectivity. You run a test, one variation performs better, there is a winner and a loser, people’s opinions no longer matter, life is simple. But then comes the AA test… To set up an AA test you run a regular test but with the exact same website in…
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Nothing else matters
This company called Marketing Experiments put together a formula for calculating the probability of conversion: Conversion = 4 motivation + 3 value prop + 2 (incentive – friction) – 2 anxiety It’s just a heuristic for the relative importance of different factors that go through people’s minds when they buy something. The point worth highlighting…
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How do you define a dormant user?
Dormancy is based on inactivity around your core action for a set period of time. The time interval will be specific to the natural frequency of the problem your product helps people solve. Let’s say I run a publishing app that caters to people who publish content on a weekly basis. If a user stops…
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Putting a tracking plan together
I’m working on a project at the moment where we’re shifting our analytics infrastructure. This is an opportunity to revisit the fundamentals and clear out any cruft in our tracking plan. I start with the most important question (what success means to the people that use our product) and then work backwards from there. For…
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How do people discover features in an app?
If we’re building a feature that only caters to 20% of our users then where do we put it? If we splash it in everyone’s face we’re just spamming 80% of the people who use our app. When our app only did one thing our core feature was 100% obvious. Now we have five features…
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Josh Pitzalis 