There are many website behavior analysis technologies today (CleverTap
for one). We use this tool to actually track how new users interact with the platform after they register. For example, where the cursor is at, what elements are most clicked on, how much time is spent on different website pages, etc.
This approach outlines behavioral peculiarities of different segments for further analysis. A popular comparison is between those who onboard successfully and those who get stuck at some stages.
So with the help of CES, customer interaction and website behavior analytics, we make up a backlog of persisting problems that users of a B2B service are experiencing.
Stage 3 - Articulating hypotheses
After data has been collected, the team gets together to prioritize backlog tasks. When grading urgency, we consider how frequent a problem is and the size of a segment affected by it.
Following that, we formulate a hypothesis in unambiguous terms. As a rule of thumb, we guide ourselves with these 5 questions:
- What is the purpose of changes in the product (to add new features, to improve design, to optimize registration, etc.)?
- What metric are we going to impact?
- What is the target cohort in this hypothesis?
- How much, in our opinion, will the metric change?
- What is the timeline for receiving a reliable result?
Once an exact hypothesis is formed, a task is created and we begin to work on it.
Stage 4 - Testing hypotheses
To test the hypothesis, we turn to cohort analysis. This is a great option for EasyStaff, since there are not enough platform users to operate in segments. Cohort analysis is faster and easier development-wise than A/B testing.
When working on a test report, we answer the following questions to evaluate test results:
- How did the change impact CES of the segment?
- How did the change impact conversion to a paid customer?
- How did the change impact the overall conversion to a paid customer across all the segments?
B2B service development frameworks differ from product to products due to actual product goals, purposes and specifics. In this article I wanted to share our strategy in detail to let our approach be known. Like I said previously, the team we built and the operations we carry out allow us to continuously work on platform improvement and grow the key metrics despite rather limited resources. https://medium.com/@easystaff/offshore-labor-in-it-source-talents-worldwide-and-save-on-taxes-157ac730111e