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Support pages and insights
World’s leading
  Sound platform

Over 25 million sound lovers
        Alexa Top 200
INSIGHTS.
NOT ANALYTICS
SoundCloud Global Meetup Day
Our community team
I ‘VE GOT 99 PROBLEMS...



Optimize performance of   Provide feedback to
 the team / processes      the product teams
A redesign…
…and a dashboard.


  X
WHAT DID WE ACHIEVE?

• Fewer emails, less resources in support

• Community focus on community projects

• Improved prioritization within team

• Happier community
REMEMBER?
2 PROBLEMS.
THE FRAMEWORK

                        RETURN
                        TO THE        RETURN
                       PRODUCT        TO THE
                                     PRODUCT

 INTERNAL
  TRAFFIC    ON HELP       EMAIL
  SOURCE    BEHAVIOR      ACTIVITY
 ANALYSIS
                                     CHURNED
                                      USERS

                       CHURNED
                        USERS
KEY CONCEPTS




                Custom       Page
Segmentation                          APIs
               variables   grouping
INTERNAL TRAFFIC SOURCES

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.
ON HELP BEHAVIOR

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.
EMAIL ACTIVITY

What are they talking about?
•labeling and education
•using API’s to cross-reference data

Who are they?
•user profiling and segmentation
•custom variables
7 STEPS
               Identify 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
OLE BAHLMANN
 Senior Insight Infrastructure Manager




 soundcloud.com/ole

       tweet @ole_b

 ole@soundcloud.com
Online Intelligence Solutions


 AT INTERNET USER & PARTNER CONFERENCE 2012
            21.-22. NOVEMBER 2012
     LESEN SIE UNSERE EINDRÜCKE DER USER & PARTNER CONFERENCE 2012
                    MEHR ERFAHREN ÜBER AT INTERNET

             KONTAKTIEREN SIE UNS ÜBER UNSER KONTAKTFORMULAR
TEILEN SIE IHRE ERFAHRUNG MIT KUNDEN, PARTNERN UND DEM AT INTERNET TEAM
                  AUF DER USER & PARTNER CONFERENCE 2013!
 DATUM UND LOCATION WERDEN AUF SOZIALEN NETZWERKEN ODER IM DIREKTEN
                     KONTAKT MIT UNS BEKANNT GEGEBEN.
                          WWW.ATINTERNET.COM

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„Web Analytics and Support Pages – Insight Infrastructure” von Soundcloud

  • 1. Support pages and insights
  • 2. World’s leading Sound platform Over 25 million sound lovers Alexa Top 200
  • 6. I ‘VE GOT 99 PROBLEMS... Optimize performance of Provide feedback to the team / processes the product teams
  • 9. WHAT DID WE ACHIEVE? • Fewer emails, less resources in support • Community focus on community projects • Improved prioritization within team • Happier community
  • 11. THE FRAMEWORK RETURN TO THE RETURN PRODUCT TO THE PRODUCT INTERNAL TRAFFIC ON HELP EMAIL SOURCE BEHAVIOR ACTIVITY ANALYSIS CHURNED USERS CHURNED USERS
  • 12. KEY CONCEPTS Custom Page Segmentation APIs variables grouping
  • 13. INTERNAL TRAFFIC SOURCES 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.
  • 14. ON HELP BEHAVIOR 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.
  • 15. EMAIL ACTIVITY What are they talking about? •labeling and education •using API’s to cross-reference data Who are they? •user profiling and segmentation •custom variables
  • 16. 7 STEPS Identify 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
  • 19. LOOK FOR INSIGHTS WHERE NOONE ELSE WILL
  • 20. OLE BAHLMANN Senior Insight Infrastructure Manager soundcloud.com/ole tweet @ole_b ole@soundcloud.com
  • 21. Online Intelligence Solutions AT INTERNET USER & PARTNER CONFERENCE 2012 21.-22. NOVEMBER 2012 LESEN SIE UNSERE EINDRÜCKE DER USER & PARTNER CONFERENCE 2012 MEHR ERFAHREN ÜBER AT INTERNET KONTAKTIEREN SIE UNS ÜBER UNSER KONTAKTFORMULAR TEILEN SIE IHRE ERFAHRUNG MIT KUNDEN, PARTNERN UND DEM AT INTERNET TEAM AUF DER USER & PARTNER CONFERENCE 2013! DATUM UND LOCATION WERDEN AUF SOZIALEN NETZWERKEN ODER IM DIREKTEN KONTAKT MIT UNS BEKANNT GEGEBEN. WWW.ATINTERNET.COM

Editor's Notes

  1. When I started about 3 years ago growth from 600k to 30m focus on community
  2. CEO at Global meetup day, 80 cities
  3. Community team, 6 months time, now 3x
  4. redesign based on concept of negative conversions 1st -> contact community now enter search Startup way, iterating
  5. visits to help -> down!!! search is main navigation email down!!! API: ati, desk (support)
  6. email down, NPS stable at 59
  7. churn: leave sc.com from support
  8. Needs tool that can do this^^ when coming from upload page, segment by those and find out which articles they consumed custom variables tell us more about these users (prefilled with # of tracks, premium level, etc.) page grouping: level 2 -> better path analysis (70m+ pages) flow between level 2s, coming from track, user etc pages api for nice aggregation of data
  9. spanish visitors from premium pages
  10. segment on traffic sources eg premium look at keyword and article efficiency -> boom, bad perfoming articles nice to have: search exits
  11. where from and what looking for: checked! Next email: cross ref article read and email label again: spanish?
  12. logistic regression of likelihood that people encounter problems
  13. And here’s where we’ve gotten so far.
  14. And here’s where we’ve gotten so far.
  15. And here’s where we’ve gotten so far.
  16. With that, I’ve come to the end of my presentation. I’d like to conclude by saying just this - Let’s give one of our five senses the attention it truly deserves. Thank you for listening.