After a thorough questioning process, we came up with a S.M.A.R.T. (Specific Measurable Achievable Realistic, Timely) Our goal is to increase the number of trials from countries where Portuguese and Spanish are primary languages. This will be achieved by offering visitors the option to create trials in their native language. How can we determine if the idea that we are transforming into reality will yield the results we desire? How can we quickly answer this question, based on facts?
Certain changes will occur in the course of time, regardless of what we create or present to our users. We have to be able to measure these changes and respond accordingly if necessary. These are some of the metrics we’d like to use to measure our progress toward the goal:The number of trials created in countries where Spanish/Portuguese/French are primary languages, daily
The number of visits to our site from countries where Spanish/Portuguese/French are primary languages, daily
Since the beginning of our tracking, we have been able to see the relationship between these two numbers
These metrics can help us determine if we are on the right track.
Is the rise in visitors to the site related to the increased number of trials that have been created?
Is there a market that performs better than others?
Customers’ behavior will determine the answers to these questions. Our job is to stay on top of what’s important.
Hypothesis ndeg1 This means that we have managed to attract users from targeted markets to our website. However, we should question whether our technical solution is appropriate or not.Hypothesis ndeg2: So we’ve implemented a technical solution that allows us to suggest the users from countries where Spanish/Portuguese/French are primary languages to create a trial in their native language.Keeping track of the numbers mentioned above, we conclude that the number of “Spanish” trials is growing, while the “Portuguese” ones are at a standstill (when compared to the baseline). Could this mean that our translations are not sufficient? Perhaps we aren’t getting the message across in Spanish, or maybe we’re not communicating the right message in Portuguese. In this case, we can contact Portuguese-speaking users to see if they have encountered any problems while visiting our website. It might turn out that the translation is fine but the market doesn’t produce as many trials as the other markets. This could mean that we focus our marketing efforts on Spanish-speaking countries. Our goal is not to increase our share of the Portuguese-speaking market, but to increase the number of trials. As we mentioned, the focus shifts to how to where. While a 10% increase in trials is desirable, getting there is not the goal. In other words, it is the end result that matters. We are responsible for finding the best way to achieve the goal.
Mistake ndeg1 – Using the wrong parameters It is possible to set and track incorrect metrics, which could lead to you not reaching your goal. This could be a learning experience, but also a time-consuming and costly mistake. This data won’t tell if the number is growing, which is our goal. These data won’t tell us if the number of trials is growing, even though there may be a connection. This is our goal.
