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Seven Experiments : 3 validated hypotheses and 4 invalidated hypotheses

Experiment A (Growth Engine):

3bb

Assumption:

  • Foodblogger will invite their friends if they can create a guess game.

Prediction: 

  • 1 foodblogger will bring in 7 people

Result:

  • 1 foodblogger brought in 2 people
  • 2 facebook shares + 2 twitter shares for 9 foodbloggers
  • ran experiment for 12 days October 16 – 27

Conclusion:

  • Invalidated Hypothesis
  • 2 people/blogger < 7 people/blogger

Follow up: 

  • Don’t allow bloggers to create their own games
  • too time consuming
  • not enough value

 

 

Experiment B (Value Engine):

4

Assumption:

  • Adding skip button on guess game will result in more games played

Prediction: 

  • 5% in games played

Result:

  • very few people clicked on skip button
  • ran experiment for 7 days October 14 – 20

Conclusion:

  • InvalidateHypothesis

Follow up: 

  • Remove skip button from guess game

 

 

Experiment C (Value Engine):

5

Assumption:

  • Players will add comments to recipes

Prediction: 

  • 1.0 comment/player

Result:

  • 23 comments / 140 user = 0.16 comments/user
  • ran experiment for 14 days October 18 – 31

Conclusion:

  • InvalidateHypothesis
  • 0.16 < 1.0 comment/player

Follow up: 

  • Remove comment box or
  • Run another experiment (maybe list # of comment and redirect to blog post for comment) This may help us create more blogger value with increased outbound links.

 

 

Experiment D (Value Engine):

8

Assumption:

  • Adding blog pics will increase comments

Prediction: 

  • 5% increase

Result:

  • 4 comments / 77 users = 5.2% (control group, with no pictures)
  • 9 comments / 64 users = 14.0% (1 week experiment)
  • 14%/5.2% = 170%
  • ran experiment for 12 days October 20 – 31

Conclusion:

  • Validated Hypothesis 🙂
  • 170% > 5%

Follow up:

  • Add blog pictures for all

 

 

Experiment E (Value Engine):

6c

Assumption:

  • Word cloud will increase the number of pageviews on popular page.
  • 204 pages with “cat=” / 529 Unique visitor = 0.38 pages/ unique visitor (Oct 17 – 23)

Prediction:

  • 50% increase
  • 0.57 pages/unique visitor

Result:

  • 515 pages with “cat=” / 601 Unique visitor = 0.86 pages/ unique visitor (Oct 24 – 30)
  • 226%
  • ran experiment for 9 days October 23 – 31

Conclusion:

  • Validated Hypothesis 🙂
  • 226% > 50%

Follow up:

  • none. Leave word cloud. 

 

Experiment F (Value Engine):

7

Assumption:

  • Adding guess game buttons on popular page will increase average # of games played per player

Prediction:

  • 20%

Result:

  • 769/92 = 8.35 games/player (previous 2 week average)
  • 504/31 = 16.25 games/player (1 week experiment)
  • 16.25/8.35 = 95% 
  • ran experiment for 9 days October 23 – 31

Conclusion:

  • Validated Hypothesis 🙂
  • 95% > 20%

Follow up:

  • Add guess game buttons for all recipes on popular page

 

 

Experiment G (Value Engine)

9

Assumption: 

  • Guess games are too hard.

Prediction:

  • 0% too easy
  • 50% just right
  • 50% too hard

Result:

  • 19% too easy
  • 58% just right
  • 23% too hard
  • ran experiment for 8 days October 24 – 31

Conclusion:

  • InvalidateHypothesis 
  • 23% < 50%

Follow up:

  • What should the balance of difficulty be?
  • Experiment: Showing the difficulty of the game will increase the number of games played
  • Experiment: Call to action “Feedback” vs. “Play another game”

 

Experiments on our Erase DryWall

(Thanks to the Work Republic for the idea of painting our wall)

Img_2007

 

 

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Twitter Conversation – Knapkin-itis

ItsYummiliciousSep 29, 11:18pm via Web

@fujimama @CreativCulinary@PinchMySalt @knapkins_com Hmmm… click or snack? Calories lose EVERY time! #ClickClickYou’reAWinner

Show Conversation

fujimamaSep 29, 11:17pm via TweetDeck

@ItsYummilicious @CreativCulinary@PinchMySalt @knapkins_com Right now I feel like the choice is that, or snacking… I prefer the clicks…

CreativCulinarySep 29, 11:16pm via TweetDeck

@fujimama when you get help for your problems on @knapkins_com ; please send them my way too, OK?

Show Conversation

ItsYummiliciousSep 29, 11:16pm via Web

@fujimama ahhh….you have a bad case of @knapkins_com-itis. The only cure is to run far FAR away from your keyboard!#JustSayNoToClicks

Show Conversation

fujimamaSep 29, 11:13pm via TweetDeck

I keep getting sucked in by @knapkins_com… I keep clicking that vote button…it’s like a compulsion… #sendhelp

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AARRR – Acquisition, Activation, Retention, (Revenue), Referral

Kevin has been using mixpanel to track our retention. We`ll keep an eye out on the data.

Acquisition – How do our new players find us?

  • S – stumbleupon, reddit (#)
  • F – facebook, m.facebook (#)
  • T – twitter, t.co (#)
  • E – our email blast, about 200 a week (#)
  • B – foodbloggers website (#)
  • O – organic, seo, google, yahoo, bing (#)
  • B – Bounce Rate (%)

Activation – New and Returning players, how long do they stay?

  • Total Visits (100%)
  • 5 Pages (%)
  • 25 Pages (%)
  • 5 Minutes (%)
  • Sign Ups (%)
  • Outbound Links to foodblogs where the recipe resides (%)

Retention – When do players return back? (We drip email them 1days, 3days, 7days, 7days, 7days…)

  • 0 day (100%)
  • +1 day
  • +2-3 days
  • +4-7 days
  • +1 week
  • +2 week
  • +3 week

Referral

  • FoodBlogs – Blog Entry
  • Twitter – Retweets
  • Facebook – Wall Message

Img00934-20110827-1923

 

 

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Testing Email Content

3

A) Email with “Hey Foodie”

  • Find: 75 email address (30 minutes)
  • Mail Merge: 75 email address & 75 blog url (18 minutes)
  • Quantity: 75 emails sent (TOTAL 30+18=48 minutes)
  • Sent around noon
  • utm_source=foodbloglis_noname
  • utm_medium=email
  • utm_campaign=Aug3Blogger
  • Subject Line: “Love your blog at _________!”      
  • Main “Hey Foodie, Love your blog at _________!  We were wondering if we can feature it on our Knapkins. In July, we launched a new network to showcase the most delicious dishes created by a community of passionate foodies and food bloggers. Come by and play a game of ‘food duel’, or take a look at our top dishes of the week and get inspired with new recipe ideas. Once you submit your foodblog, we will automatically add photos from your new blog entries and notify you once its ready. Easy, eh? Click here to submit your foodblog www.Knapkins.com/signup/blogger Cheers, Christine & The Knapkins Team”

STATISTICS: 

  • 52 visits 
  • 13.61 pages viewed
  • 4:41mins time on site
  • 21 signups / 75 emails (28%)

RESULTS: 

  • It took 2:30mins to result in 1 signup
  • Estimated total foodbloggers: 10,000
  • Extrapolation: 2,800 signups
  • Time taken up: 107hrs

B) Email with “Hey Kristin”

  • Find: 75 email address and first name (66 minutes)
  • Mail Merge: 75 email address & 75 blog url & first name (22.5 minutes)
  • Quantity: 75 emails sent (TOTAL 66+22.5=88.5 minutes)
  • Sent around noon
  • utm_source=foodbloglist
  • utm_medium=email
  • utm_campaign=Aug3Blogger
  • Subject Line: “Love your blog at _________!”      
  • Main “Hey _________, Love your blog at _________!  We were wondering if we can feature it on our Knapkins. In July, we launched a new network to showcase the most delicious dishes created by a community of passionate foodies and food bloggers. Come by and play a game of ‘food duel’, or take a look at our top dishes of the week and get inspired with new recipe ideas. Once you submit your foodblog, we will automatically add photos from your new blog entries and notify you once its ready. Easy, eh? Click here to submit your foodblog www.Knapkins.com/signup/blogger Cheers, Christine & The Knapkins Team”

STATISTICS:  

  • 81 visits
  • 14.16 pages viewed
  • 4:15mins time on site
  • 26 signups / 75 emails (35%)

RESULTS:  

  • It took 3:25mins to result in 1 signup
  • Estimated total foodbloggers: 10,000
  • Extrapolation: 3,500 signups
  • Time taken up: 198hrs

 

CONCLUSION A is 1.85 times faster than B and takes (198-107) 91hrs less work, but we’d miss out on 1,867 of 10,000 foodbloggers. Based on this trade off, I choose A.  I think with time/branding that we may be able to re-engage that missing 7% (35%-28%). There are so many factors that we haven’t considered – like combinations of A+B, actual # of foodbloggers, referrals/viral, automation, buying emaillist etc…

My head hurts. 5:00am and Math DO NOT mix well together…zzzz

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    Noob Guide: Content Management – #13 Start a corporate blog & give your knowledge away for free

    To start a blog and give away knowledge, I decided to focus on providing value by giving away photography tips… specifically food photography tips. Having now reviewed over 2,100 photos (and tagged them grrrr…) I noticed some really big discrepancy in the quality of photos. So I’m hoping this blog will give foodbloggers some ideas. Given summer time, I made the first topic: “Ice Cream Photography”. However, I am NOT an expert in photography. So I researched the topic online, though experts and books. I created “Five Tips and Tricks for Ice Cream Photography”. My format moving forward would be: a topic (ice cream), text (x5 tips), icons for garnishes (+9 photos), icons for props (+9 photos) and icons for types (+9 photos). For the photos I tied the content back to Knapkins, I repurposed 27 ice cream photos from our site used them to provide visuals. I made sure to include the photo credits. I added some funny branding like using the spoon in our logo and a ‘k’napkin as possible props. Napkin is spelled wrong, but that okay with me!  I added a CC for common creative license. Honestly, I’m not sure what it means but its seems like it would allow people to share the content as long as we are given credit. At the end of the day, if someone wants to steal the content, they will and we won’t take any legal action. I did a second blog entry on “Drink Photography”. It took me about a day to do both entries. See below. 

    1. Freeze your dish. Reduce melting so you can take a great photo. Plastic wrap the glass to prevent frosting.
    2. Odd is best. One or three scoops look great.
    3. Add a collar. Make a ruffle around your ice cream scoop with a small butterknife.
    4. Show texture. Parallel ridges in ice cream texture is called barking. Barking is gooood.
    5. Thicken your sauce. Add corn syrup to make chocolate sauce thicker.

     Garnish: Chocolate, Cinnamon Stick, Fruit/Citrus, Flower Ice Cubes, Mint, Nuts, Rim Topping, Sprinkles, Whipped Cream

    FrameChocolateFruitMintNutsSauceSprinklesWaffle_biscuitWhippedcreamZest

    Props: Fruit, Maker, Knapkin, Popsicle Stick, Scoop, Scrapbook paper, Topping Server, Spoon, Unique cup

    FrameFruitIcecreammakerKnapkinPopsiclestickScooperScarpbookpaperSpoonToppingserverUniquecup

    Types:  Bar, Cake, Cone, Milkshake, Pie, Popsicle, Sandwich, Sphere, Sundae

    FrameBarCakeConeMilkshakePhotoPopsicleSandwichSphereSundae

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    Scheduling Twitter Worldwide

    Today, Christine started scheduling manuel tweets that tags our food bloggers. Many of them have 100s and 1,000s of followers that know and are familiar with their brand. Our hope is to connect with these followers online and support our foodbloggers.   Kevin will eventually automate tweets as new dishes are added. This is a good way to broadcast current info.

    Hootsuite

    It took me about 1.5hrs to find our current foodblogger’s twitter handles and manually schedule 30 tweets. A challenge is that foodbloggers are worldwide like Singapore, UK, California. So Christine has to be conscious of their hometown time zones. Usually, it’s a good idea to leave 20 characters so people can retweet the entire link. Instead I’ve hashed some keywords at end of the tweet which are expendable. Here is a sample tweet:

     

    9:45am (EST here) / 8:45am (CSTIllinois)

    “Breakfast? Multigrain Pancakes by @naturallyella  View more of Erin’s dishes www.knapkins.com/duel?dish=181 #Illinois #foodie”

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    Email Drip for Food Bloggers

    FOODBLOGGER EMAIL 1)

    • Subject: Welcome to Knapkins
    • Content: Recipe photo from their foodblog
    • Call to Action: Play Food Duel, first duel is their own photo
    • Ling: www.knapkins.com/duel?name=username
    • 8 sent (100%)
    • 5 unique open (62%)
    • 2 unique clicks (25%)

    FOODBLOGGER EMAIL 2)

    • Subject: Knapkins, Your USERNAME gallery is ready
    • Content: Recipe names from their foodblog
    • Call to Action: View Your Gallery 
    • Link: www.knapkins.com/dishes?name=username
    • 14 sent (100%)
    • 10 unique open (71%)
    • 5 unique click (36%)
    • 5 minutes, 3 pages

    FOODBLOGGER EMAIL 3)

    • Subject: Knapkins, Your USERNAME gallery has votes
    • Content: Recipe photos from their foodblog
    • Call to Action: View Your Votes
    • Link: www.knapkins.com/dishes?name=username
    • 40 sent (100%)
    • 23 unique open (57%)
    • 12 unique click (31%)
    • 1:45 minutes, 21.29 pages

    Blogger1