Web App Update by Catherine Carr

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Slide Notes

Web App Update

Published on Nov 06, 2015

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PRESENTATION OUTLINE

WEB APP UPDATE

Launch Recap

Photo by artolog

"Haiku Deck is one of Seattle’s hottest startup companies.

But up until today, I (and millions of other consumers) couldn't use it."

The Geekwire article, which made it onto Techmeme, was our biggest traffic driver.

Full article: http://www.geekwire.com/2013/haiku-deck-rolls-webbased-service-powerpoints-...

Photo by zetson

"Haiku Deck on the web

might make you forget about all other slideshow tools"

The #2 traffic driver was actually an unsolicited piece from the very popular EdTech blog FreeTech4Teachers (200+ social shares):

http://www.freetech4teachers.com/2013/11/haiku-deck-on-web-might-make-you-f...

Photo by jasoneppink

Other Top Media Hits

The Next Web
TechCrunch
All Things D
wwwhatsnew.com

Overall, the coverage was tremendously positive and thorough, and our efforts to encourage links and embedded decks paid off.

The Next Web, "Haiku Deck Launches a Web-Based Version of Its Simple, Yet Elegant iPad Presentation App": http://thenextweb.com/apps/2013/11/21/haiku-deck-launches-free-web-based-ve...

TechCrunch, "Haiku Deck Launches, Brings Upstart Software To Us, On All Our Desktops" (387 social shares): http://techcrunch.com/2013/11/21/haiku-deck-web-app/

All Things D: "Haiku Deck Expands Its Anti-PowerPoint Presentation App to the Web": http://allthingsd.com/20131121/haiku-deck-expands-its-anti-powerpoint-prese...

wwwhatsnew.com: "Haiku Deck, Para Crear Presentaciones Elegantes en la Web" (343 social shares): http://wwwhatsnew.com/2013/11/21/haiku-deck-lanza-la-version-web-de-su-eleg...

Photo by Hugo Chinaglia

Consumer Reception

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"Hands down one of the best experiences I've had on the web.

So fast, so seamless!" @stewtopia

Photo by wvs

"@HaikuDeck, can I just say you rock?

The new web app is amazing! Thanks!" @DavidFifeVP

Photo by Geoff Livingston

"This is awesome!

Why use any other app to present from?" @tonyperez

Photo by Jason A. Samfield

10.

KPIs

As you saw, we've started to pull web metrics into our monthly KPI report, but here's some additional detail on the first three weeks of web app usage.

All data is for 11/20 to 12/11 (weeks are Wednesday to Tuesday to match our sprint/release cycle)

Photo by DryHeatPanzer

11.

Caveats and Context

Continuing to build/refine tracking
Launch week followed by holiday
Baseline still emerging

Just getting the analytics right is a huge project in and of itself! It's not perfect, but we're devoting attention to it.

Photo by ChadCooperPhotos

12.

WEB SIGNUPS

7,926 web signups since launch
2,652 per week
377 per day -- about 25% of daily iPad downloads

One project in the works is to redesign the signup page for a richer brand experience.

13.

WEB SIGNINS

This is how we'll be tracking MAUs and DAUs going forward.

14.

WEB APP UNIQUE PAGEVIEWS

These numbers are tracking activity in the web specifically (i.e., not just signing or visits to MY DECKS page)

14,472 total
4,824 visits per week
689 per day

Week of 12/4-12/11:
Visits up 109% W-O-W

Web App visits = 46% of home page visits; the highest since launch

15.

DECKS CREATED (INCOMPLETE DATA)

This KPI has been particularly tricky to track and we've been adjusting the tracking each week -- these figures are likely undercounting. We'll have more accurate figures beginning December 12.

4,660 decks created since launch
1,553 per week
222 per day

During launch week, web app decks created were about 10% of iPad decks created.

16.

DECKS IMPORTED TO IPAD

This gives a sense of how our existing users are taking advantage of the new sync feature.

17.

AVERAGE DAUs

We don't have enough data for MAUs yet, but this shows the trend in terms of daily web sign-ins.

18.

DECK CONVERSIONS/DECK VIEWS (%)

This is a W-O-W view of our virality metric -- the percentage of people who click GET HAIKU DECK or NEW DECK from the Gallery or a deck page.

19.

37 Minutes

Average visit time (U.S.)

Most traffic is from the U.S.; average visit time is 37 minutes. This is actually on the low end of the scale -- Canadian visitors spent an average of 57 minutes in the Web App, and Spanish visitors spent an hour and 17 minutes.

These figures are averages over the entire 3-week period.

Photo by La curiosidad mato al Gato

20.

Observations

Weekly usage pattern similar to iPad
Usage generally at 10% of iPad

Photo by nixter

21.

Growth Strategy

Photo by MightyBoyBrian

22.

Huge Upside for Awareness

With both existing and new users

We have carved out a lot of mindshare around being an iPad presentation app, so it's going to take a while to disseminate the message!

Syncing is truly awesome -- this is a significant untapped communication opportunity with our existing user base. We're continuing to drive awareness via email, push notifications, and social media channels.

Photo by puffclinty

23.

PR & partnerships

These have both been very successful in helping to drive our growth to date, and now that the platform barrier has been removed, we have new opportunities to communicate and collaborate.

We continue to have inbound interest for PR, with a particular desire for consumer stories -- which we have in abundance.

Photo by xvaughanx

24.

Removing friction

From a product perspective, we are very focused on removing friction to key desired behavior such as signing in, creating decks, and sharing decks.

Examples:
Removing private beta invite
NEW DECK button throughout site
Refining sign-up/sign-in flow
Driving all editing activity to web app

Photo by Charles & Hudson

25.

Weekly updates

build-measure-learn

With weekly releases, we can be a lot more experimental and nimble, with a weekly build-measure-learn process.

Examples:
Improving sign-up/sign-in completes
Increasing % of visitors who do an image search
Increasing % of tell a friend clicked/sent

Photo by Andy Magee

26.

Build in viral elements

We're also looking at ways to build in viral elements, especially now that the private beta has been opened

Examples:
Send us a tweet
Player page revisit to drive engagement and sharing
Tell a friend experience

Photo by seanmcgrath

27.

WEB DEV TIME

Up until the Web App launch, our web dev time was focused nearly 100% on just getting the app built. Now we can shift our focus to a more balanced mix of feature development, growth hacking, data tracking, and bug fixing and polishing.

28.