What do you want the customer to do?
This post written by Eric Peden, Director of Operations & Analytics
One of the wonders of an Internet business is that we have reams of data to pore over from tools like Google Analytics and internal metrics: Who sends us the most traffic? Which marketing programs are the most cost-effective? Where are hosts and guests willing to spend money?
One of my favorite questions to examine is: What do we want the customer to do? For starters, we want our hosts to enjoy the process of using our site and to feel good about how they are represented by our product. And, we want guests to have a favorable impression of the host and of our site.
We can use our data to see how well we live up to these goals. User behavior tracking shows us how hosts are using our workflow and if there are any confusing points that we need to address. Host survey data gives us both qualitative feedback and solid trend analysis for our brand. And, finally, we can track how many guests create an account and host their own events. Ultimately, the quality of our product shows up in the numbers.
