„web analytics and support pages – insight infrastructure” von soundcloud
DESCRIPTION
Ole Bahlmann from Soundcloud is describing their step by step approach to optimize their support pages using a very precise segmentation.TRANSCRIPT
Support pages and insights
Over 25 million sound lovers
World’s leadingSound platformWorld’s leadingSound platform
Alexa Top 200
INSIGHTS.NOT ANALYTICS
SoundCloud Global Meetup Day
Our community team
I ‘VE GOT 99 PROBLEMS...
Optimize performance of the team /
processes
Provide feedback to the product teams
A redesign…
…and a dashboard.
X
• Fewer emails, less resources in support
• Community focus on community projects
• Improved prioritization within team
• Happier community
• Fewer emails, less resources in support
• Community focus on community projects
• Improved prioritization within team
• Happier community
WHAT DID WE ACHIEVE?WHAT DID WE ACHIEVE?
REMEMBER?2 PROBLEMS.REMEMBER?2 PROBLEMS.
INTERNALTRAFFIC SOURCE
ANALYSIS
ON HELP BEHAVIOR
EMAIL ACTIVITY
RETURN TO THE
PRODUCT
CHURNED USERS
THE FRAMEWORKTHE FRAMEWORK
RETURN TO THE
PRODUCT
CHURNED USERS
Segmentation
Custom variables
Page grouping
APIs
KEY CONCEPTSKEY CONCEPTS
Where are they coming from?•importance of page grouping•identify group of pages that send traffic to help
Who are they? •segmentation•custom variables
Web analytics or APIs for reporting.
Where are they coming from?•importance of page grouping•identify group of pages that send traffic to help
Who are they? •segmentation•custom variables
Web analytics or APIs for reporting.
INTERNAL TRAFFIC SOURCESINTERNAL TRAFFIC SOURCES
What are they looking for?•which articles they consume?•what are they searching for?
Who will go back to the product?•more segmentation
Create report with keyword and article efficiency.
What are they looking for?•which articles they consume?•what are they searching for?
Who will go back to the product?•more segmentation
Create report with keyword and article efficiency.
ON HELP BEHAVIORON HELP BEHAVIOR
What are they talking about?•labeling and education•using API’s to cross-reference data
Who are they? •user profiling and segmentation•custom variables
What are they talking about?•labeling and education•using API’s to cross-reference data
Who are they? •user profiling and segmentation•custom variables
EMAIL ACTIVITYEMAIL ACTIVITY
7 STEPS7 STEPSIdentify 3 biggest traffic sources to help
Segmentation, segmentation, segmentation
On help consumption behavior
Performance report for articles and search terms
Labeling and analysis
Improvements to help pages and your product
Regressions and education emails
BETTER PRODUCTS
The NEXT SoundCloud.
LOOK FOR INSIGHTS WHERE NOONE ELSE WILL
LOOK FOR INSIGHTS WHERE NOONE ELSE WILL
OLE BAHLMANNOLE BAHLMANNSenior Insight Infrastructure ManagerSenior Insight Infrastructure Manager
soundcloud.com/ole
tweet @ole_b
soundcloud.com/ole
tweet @ole_b
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