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Heyzap CEO and Cofounder Immad Akhund's presentation on "Tripling User Signups in One Month" at the 2010 Social Developers Summit in San Francisco.
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Tripling user signups in 1 month
A Study on picking KPIs and a framework for improving them.
Me and Heyzap
• Immad Akhund, Co-founder at Heyzap.com• Platform for Social and MMO games online• Distribute Games to 220,000 websites• Users signup through Heyzap to play games
What are KPIs?
• KPI is a measure of performance• KPIs are important to succeed• Example: Facebook and its Monthly Active
Users
• For Heyzap, User Signups were the main focus 2 months ago
Approaching KPIs
• Need good metrics• Existing Channels for optimizing KPI• New Channels for improving KPI
Channel Users exposed Conversion rate
Ideas for improvement
Social game 1m 5% Improve flow
Widgets 200k 0% Add a signup button
Technology to measure Metrics
• Funnel tracking framework• A/B testing framework• We mostly built internal custom frameworks
Existing Channels to Optimize
• Find places where most improvement is possible
• Focus on the funnel:• Reduce Drop offs• Remove steps in the funnel
• A/B test everything
Non-Heyzap User
Heyzap User
Existing Channels for Heyzap users
• Social Games had a direct signup screen and millions of users with low conversion.
• Conversion went from 5% to 10%
New Channels
• Find places with a lot of attention• Focus product development towards KPI• Brainstorm completely new ideas
New Channels for Heyzap
• Widget – millions of hits but no signup• New games and site partners• New channels had an order of magnitude
increase in user signups
Limitations of KPIs
• Many improvements have negative repercussions
• Can lead to short term thinking and tunnel vision
• Picking the wrong KPI is bad• KPIs should change as you evolve
Conclusion
• Picking the KPI and complete focus on it will give results
• Picking the right KPI is important• New channels were more important than
optimizations
• Not so subtle plug: Join Heyzap if you are making Social Games to find new channels of distribution online