Product Guy

Maker of digital products

Category: Mobile

What I’m Reading Sept. 11, 2016

Hover Tracking in Google Tag Manager (and Google Analytics)

Want to see where people are focusing attention but not clicking? Or where they’re focusing attention but there isn’t a link available? This nifty bit of code can tell you what elements of your page users are hovering their curser over. From the good people at Luna Metrics the listener keys off any CSS selectors so you can track any selector on the page. Another useful piece of information that on-hover tests can reveal is if users are being distracted from the primary goal. If a user is hovering and potentially focusing on a secondary element to the primary goal you might want to look at changing those secondary elements so they’re not as distracting.

Evolving App Store Business Models

David Smith looks at how his app business has changed over the four years he’s been tracking data and the eight years the Apple App Store has existed. Has it only/has it already been eight years! I enjoy reading these retrospectives because, well I might be getting to the age where I have enough experience that I enjoy reflecting on things I remember, but I also enjoy reading them because they can provide some insight on where we’re headed. When apps first started out we all thought people would buy our apps like they did video games and CDs. As David points out, that didn’t prove to be true, and eventually we moved to the newspaper revenue model, advertising. As users spend 90% of their time in three app categories, email, messaging and preferred social network, the advertising models will stop working as a sustainable revenue model. This brings us to the part of David’s business that’s always been there and has remained relatively consistent over time, the in-app purchase. As the advertising dollars become less sustainable will the in-app purchase model become the third business model in the app store evolution?

Dashboard Best Practices

We’ve all had it happen, you create an analytics dashboard and share it with your team, only to find no one is using it and still making the same data requests that you include in the dashboard. This article from Charlotte Bourne at Cardinal Path looks at why users are no longer using your dashboard and what you can do to create a loyal following. Common abandonment reasons include the dashboard no longer works after a site change, the analytics platform was not advanced enough, it wasn’t user friendly and the dashboard is too much work to maintain. One of the most valued pieces of advice on how to solve these issues is spending the required amount of time defining and debating the KPIs that are going into the dashboard. Make sure the KPIs are relevant, actionable and outcome based. Just because a KPI is an ‘industry standard’ doesn’t mean it’s the right one for you. Also, we iterate on our code and we should iterate on our analytics dashboards. There’s always something you can tweak to make it better.

Advanced Personalization Implementations

Site personalization is something that has interested me for as long as it’s been around, everything from how to not make it creepy to how to actually implement it. Digging in the archives this article from Charlotte Bourne at Cardinal Path talks about three different types of personalization and tactics on how you can implement them. First up is cognitive personalization which uses a persons personal traits to deliver specific content. She discusses the Big 5 Traits that IBM use as well as intergrating Adobe and Twitter to build your cognitive profile. Another option is Account Based Personalization, this is outlined as a B2B play where rather than targeting individuals you target businesses. Using the visitors IP address personalized content and targeted messages are built based on attributes of the users business. An account of this option is outlined here from Citrix. The last option is Personalization for the Internet of Things. This option provides the ability to not only personalize content, like the fridge telling you the milk is empty and offering a coupon, but also information based on previous habits, such as the coffee maker learning you usually set it for 6am and it hasn’t been set for tomorrow morning.

What I’m Reading Aug. 28, 2016

What Great Listeners Actually Do

According to this Harvard Business Review study it turns out that remaining quiet, acknowledging the speaker with visual and verbal gestures and repeating back to them what they have said falls short of being a good listener. As product managers we spend a lot of time listening to different people, so listen up! Rather than sitting there just listening, ask insightful questions based on what the speaker has told you. Make the speaker feel safe with your actions and words. This goes back to a theme we looked at last week where you want the speaker to understand that you’re there to learn from them and they can speak freely without judgement.

After running 2,000 experiments for Fortune 500 product teams, here’s what we learned

If you belong to a large organization, and I mean anything over 50 people, it can be hard to convince others of the benefits of continues testing. This article provides a few insights and potential solutions to help you get your big org on the testing path. Lesson one is that change is hard, lesson two is that lots of time needs to be allocated to running around getting buy-in. Lesson three; product experiments generally fall into one of these six buckets. It’s surprising which are the most popular and least popular. The last lesson, we’re all biased but practice “substantiation through iteration.” Meaning, you should be able to repeat the experiment and get the same results. Couple more insights but I’ll let you get them when you read the full article.

The Roofshot Manifesto

Luiz Andre Barroso, a Google Fellow talks about how incremental improvements can be the bread and butter to bigger growth. It reminds me of a guy I roomed with at university. He bet on sports but always very conservatively. Each win he’d make $10 to $20 and for every loss he’d only lose $5 to $10. Because his bets were conservative he’d win more than lose and by the end of the year he’d have a nice little sum of cash. As Barroso points out, with a 1.3X roofshot each quarter you have 10X growth in less than 3 years and 30% growth in 12 weeks.

ASO Best Practices: Optimizing Your App Store Page | Part 2

Not all app stores are created equal and here’s a few tips on how you can win in either the Android or iOS store. With a helpful side by side comparison of the app download landing page it’s easy to see what’s going to catch most users’ eye. Screen caps are important in both stores but while the first two images are most important in iOS, it’s the remaining images that are more important in Android, because twice as many users scroll through them, 15% for Android as compared to 7% for iOS. Video previews are also featured more predominately in the Android store and you have more flexibility in terms of video content with Android. As always, test, test and retest to get the best results.

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