I. Akhund App Engagement Dynamics Social Developer Summit

Tripling user signups in 1 month

A Study on picking KPIs and a framework for improving them.

Me and Heyzap

• Immad Akhund, Co-founder at Heyzap.com• Platform for Social and MMO games online• Distribute Games to 220,000 websites• Users signup through Heyzap to play games

What are KPIs?

• KPI is a measure of performance• KPIs are important to succeed• Example: Facebook and its Monthly Active

Users

• For Heyzap, User Signups were the main focus 2 months ago

Approaching KPIs

• Need good metrics• Existing Channels for optimizing KPI• New Channels for improving KPI

Channel Users exposed Conversion rate Ideas for improvement

Social game 1m 5% Improve flow

Widgets 200k 0% Add a signup button

Technology to measure Metrics

• Funnel tracking framework• A/B testing framework• We mostly built internal custom frameworks

Existing Channels to Optimize

• Find places where most improvement is possible

• Focus on the funnel:• Reduce Drop offs• Remove steps in the funnel

• A/B test everything

Non-Heyzap User

Heyzap User

Existing Channels for Heyzap users

• Social Games had a direct signup screen and millions of users with low conversion.

• Conversion went from 5% to 10%

New Channels

• Find places with a lot of attention• Focus product development towards KPI• Brainstorm completely new ideas

New Channels for Heyzap

• Widget – millions of hits but no signup• New games and site partners• New channels had an order of magnitude

increase in user signups

Limitations of KPIs

• Many improvements have negative repercussions

• Can lead to short term thinking and tunnel vision

• Picking the wrong KPI is bad• KPIs should change as you evolve

Conclusion

• Picking the KPI and complete focus on it will give results

• Picking the right KPI is important• New channels were more important than

optimizations

• Not so subtle plug: Join Heyzap if you are making Social Games to find new channels of distribution online