Measure the effect of a pivot

• Identify the key ‘stages’ that users experience on site
• Example:
  • create account
  • log into account
  • add content
  • invite friend

• Discussion: What would stages be for our product?

• These are not arbitrary!!
  • they figure directly into your eventual business model
  • depending on your goals and your stage they will be different
    • How many people responded to your email
    • answered your survey
    • answered a question
    • asked a question
    • etc.
• This becomes a classic “funnel” (sales, marketing etc.)

• Discussion: why do you think we call it a funnel?

• Metrics… Metrics… Metrics
  • You also need a way to measure how many people make it to each step
  • Without metrics your pivots are a shot in the dark
• Once you have a baseline
  • Do the pivot
  • Quickly determine if you improved where you expected to improved