So, the New Years dust has settled, and I’ve been thinking about my approach in the past few days (just thinking, not really researching). I haven’t yet met with any of the aforementioned knowledgeable people about the best approach. Although I was directed to http://tomas.co by Tomas Duenas Uribe, the Columbian Growth Hacker I met at the Founder Institute. I found an interesting quote on this website:
“Growth hackers are a hybrid of marketer and coder, one who looks at the traditional question of “How do I get customers for my product?” and answers with A/B tests, landing pages, viral factor, email deliverability, and Open Graph. On top of this, they layer the discipline of direct marketing, with its emphasis on quantitative measurement, scenario modeling via spreadsheets, and a lot of database queries. If a startup is pre-product/market fit, growth hackers can make sure virality is embedded at the core of a product. After product/market fit, they can help run up the score on what’s already working.” – Andrew Chen
This was very useful from the point of view of orientation. It focused my thoughts on analytics, and what I need to measure. So, the first step is to learn how to properly work with analytics (I think that Google analytics should suffice for now), decide what I need to measure, and get better acquainted with the infamous funnel. And what better place to start than Google support docs. Over the coming weeks I plan to get much deeper into the nuts and bolts of Google analytics.
So, what are the metrics which matter to me? On initial thought, what I’d like to measure is:
- number of new visits on the homepage.
- number of visits for each artist’s page.
- % of signups of new visitors (this will undoubtedly be relatively low as many visitors are not artists).
- % of signups with premium accounts (this is dismally low at present, and one which I hope to bolster - I will not be using Google analytics for this, just measuring from my own user database).
My initial thoughts on driving traffic is that I will use the following techniques:
- User flow optimization - making it easy for the user to engage.
- SEO - optimizing SEO both for artists and for Audiofu. This is something which I haven’t focused on up until now.
- Generating Facebook graph stories. This is something I’m quite familiar with in my work as a contractor.
- Artist analytics - it will help user retention if I can show them who’s visiting.
- Artist discovery - building an artist discovery engine will attract more artists. But there’s no point in adding discovery before there are artists.
I’m interested to know your thoughts on this.