Sex

January 19th, 2010

I have a JD from Stanford Law School but last week I found myself outlining a banner ad strategy to test different images of women leaning over cars as a means of driving traffic to an auto site.

We launched an auto site, AutosAhora. It’s a little ugly at this stage because we’re just playing with it to test some of our hypotheses.

We’ve been advertisers – I started the business in online lead generation. We’ve enabled publishers – we run an ad network and service hundreds of publishers focused on the Hispanic market. But it wasn’t until last year that we took the plunge and became a publisher ourselves by launching some of our own sites. We know how to spend money to drive traffic to a site – paid media, search, affiliate marketing, even radio. Organic traffic, with no spend however, is a new area.

We’ve been doing a lot of experimentation. In general, we take a look at the whole funnel to understand the right combination of elements that results in the end goal whether that be a page view, lead or transaction. A good summary of our method is outlined here.

For our autos site, we have tested different sources of organic traffic: twitter, social networks, article postings (ala Digg, Reddit, etc.), and link exchanges. We have tested different article headlines, content types (video, photos, articles, tips) and content categories. We are also testing different website layouts and placements.

We’re slowly working through our hypotheses but one thing is clear, sex and autos go together. More specifically, women and cars go together. Were the Duryea brothers out to impress a girl when they created the first successful gas powered car? (Yeah, I had to look that up. I drive a 1996 Honda Civic for God’s sake!) What were Ford’s motives? I venture to guess that most men think it matters to women what type of car they drive and they think a hot car will attract a hot girl. And most auto shows, auto sites and auto magazines do nothing to disabuse them of the notion. I’ll reserve comment. Suffice it to say that most of the folks visiting auto sites are men and let’s face it, men like to look at women. And cars. So why not both?

Our testing shows that’s the combination that’s garnered the most traffic to our site thus far, by a wide margin. We don’t think this is a good long-term strategy, but if you want fast traffic to your autos site, women are the way to go. Which brings me back to my test.

Which ad below do you think won in the online U.S. Hispanic community? (By winning, I mean garnered the most clicks, highest CTR).

Do Blondes get more clicks?

Do Blondes get more clicks?

Or Brunettes?

Or Brunettes?

I decided on a blonde versus brunette test to see if hair color makes a difference in click through rates. We already know that the less clothing these women wear the higher the CTR, but the results here were pretty dramatic. The blonde ladies received a 0.34% CTR versus only 0.19% for brunettes. So U.S. Hispanic men prefer blondes. I could have told you that from personal experience but that’s a whole other blog.

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Escuela de Snowboard

January 7th, 2010

En estos tiempos tan ambiguos, hay mucho que temer. ¿Fracasaré? ¿Tendré éxito? ¿Estaré bien? Desde lo que se puede generalizar hasta lo muy particular. ¿Sabían que Allodoxaphobia es el miedo de las opiniones? Si sufren de esto, sugiero que dejen de leer aquí.

“Tu único obstáculo será tu temor.” Debo admitir que este dicho tan bien conocido nunca viene a mente cuando tengo miedo. Es difícil enfrentarse al miedo en todas sus formas interesantes, y por todas las partes donde se presenta. Enfrentar al temor requiere valor – la capacidad de ser consciente y presentarse no importa cuán incómoda sea la situación. No es una tarea fácil considerando que las fuentes principales de tu miedo, tus pensamientos, te llevan a todas partes excepto aquí en el presente. Es difícil comprender que, cuando uno es consumido por el temor, lo que pensamos que pueda pasar o pasará en realidad puede que no esté ocurriendo ni ocurrirá.

Eso es lo que me pasó. Hace un tiempo, mi novio de la universidad, un instructor de snowboard, decidió que iba a enseñarme como hacer snowboard. Lágrimas y recriminaciones nos impedían de llegar al final de una pista de novatos juntos.

Francamente, yo estaba aterrada del snowboard. Nunca aprendí a esquiar cuando era niña – no nos alcanzaba y creciendo nadie a quien conocía había visto la nieve. Lo único que sabía acerca de hacer snowboard era que no sabía nada acerca de ello. Era algo nuevo y requeriría nuevas cosas de mí y esto me ponía el pelo en punta. Pensé que moriría al bajar del telesilla o moriría de hipotermia. Pensé que no tendría el equipo adecuado o bajaría una pista de expertos por error. Pensé que Après era un tipo de sociedad secreta de la cual las niñas latinas de Los Ángeles estaban excluidas.

Me tomó años para recuperar el valor para intentarlo de nuevo. Por fin, me inscribí en una escuela de snowboard en Whistler. No tenía ni idea en lo que me estaba metiendo. Fui yo sola y de alguna manera cayó en una casa llena de nueve tipos (en realidad – No hay mejor manera de describirlos). Venían de todas partes del mundo, Japón, Francia, Italia, Australia – estaban allí para certificarse como instructores de snowboard.

De alguna manera yo, la principiante perfecta, había terminado en una casa de casi profesionales. Empacados con todo mi equipo estaban todos mis antiguos temores: Tachophobia (el miedo a la velocidad), Atelophobia (el miedo a la imperfección), Atychiphobia (el miedo al fracaso) y Catagelophobia (el miedo de que se burlen de uno).

Hacíamos snowboard por 5 horas diarias durante una semana. Cuando no estábamos montados, aprendíamos sobre el mantenimiento del snowboard o veíamos videos de snowboard. Eso es todo. Fue una experiencia realmente monástica.

Aun así aprendí. Descubrí que el miedo irracional, el miedo al cual uno debe enfrentarse, primero aparece en tu mente y luego corre por tu cuerpo – hace que uno se ponga tenso. Y si hay algo que no se puede hacer cuando uno hace snowboard – es ponerse tenso. Tienes que estar relajada y doblar las rodillas. Un cuerpo relajado es más capaz de responder a la dinámica del terreno.

También aprendí como controlar mi miedo haciendo lo siguiente:

(1) obtener ayuda: el conseguir una lección es una gran manera de tener a alguien contigo sin inversión en el resultado, sólo en la enseñanza – los desacuerdos de novio / novia, padre o madre / hijo son eliminados y existe una cierta seguridad en grupo;

(2) estar atenta y consciente de momento a momento: el permanecer centrada en las habilidades que aprendí durante las lecciones impedía que mis pensamientos fueran aquellos que le dan fuego a mis temores. Como dijo Rosa Parks una vez: “Saber lo que uno debe hacer elimina el miedo “, y

(3) aceptar mi temor: está bien tener miedo. Simplemente al reconocer que tenía miedo me permitió que lo alojara de mi mente y concentrarme en lo que tenía que hacer. Como Lauren Abrose dice, “el miedo es el camino”. O dicho de otra manera: “El cobarde se presta su atención a combatir el miedo, el guerrero lo mantiene en cuenta.”

A finales de la semana ya lo hacía mucho mejor – bajaba por todas las pistas azules y unas cuantas negras en Whistler. Por fin sabía qué hacer en un telesilla, entendía que todos se caían en algún momento – incluso los mejores e incluso a veces al salir del telesilla. Cosas pasan en estas situaciones. Lo divertido es que por lo general es un aterrizaje suave.

Hoy en día, cuando el miedo, de cualquier tipo, me llega hago snowboard. Es por eso que me fui a Tahoe la semana pasada. Después de haber perdido varias temporadas, yo estaba un poco preocupada por mis habilidades así que me inscribí en una lección. Irónicamente, el mi profesor se llamaba Travis. Travis y yo subimos en el primer cable disponible y quedamos maravillados con el sol que empezaba a salir de las nubes. La nieve estaba perfecta – suave, prístina. Aquí es cuando me llegaron: todos mis viejos temores regresaban con una venganza. ¿Qué pasa si me caigo tratando de bajar del telesilla? ¿Qué pasa si me hago el ridículo? ¿Estoy demasiado vieja para esto?

Siempre la buena estudiante, me dirigí a Travis en el telesilla y le dije: “Tengo miedo.” Él dijo: “Esta bien”.
Sin saber qué más decir, me concentre en la salida del telesilla que venía y me dije, “Confía en tu cuerpo. Mira hacia dónde quieres ir.” Salí sin problemas y pare junto a él sobre una percha en la cima de la pista.

Volteo hacia mí y dijo: “Cada vez que te encuentres con algo empinado querrás detenerte en la cima y planificar tu ruta.”

Yo dije que si con la cabeza, tratando de aparentar segura de mi misma, pero la verdad era que estaba empezando a sudar. Yo estaba tan segura de que iba a voltearme pies sobre cabeza en cuestión de segundos. Travis, sin más preámbulo, comenzó su descenso. Lo vi hacer formas de S a través de la nieve. Me concentre en los diseños y antes de darme cuenta, estaba bajando hacia Travis.

Y entonces – me atore en un borde. Luego agarre un poco de aire y antes de que pudiera organizar mis pensamientos caí en un montoncito suave de nieve. Se sintió fantástico. Comencé a reírme incontrolablemente. Me volví a poner de pie y seguí bajando hacia Travis.

“¿Estás bien?”, Preguntó.

“Oh sí”, dije, con una gran sonrisa en mi cara. “Me tenía que quitarme del camino”.

“Cool”, dijo. “¿Ves? El miedo puede ser divertido.” Entonces, Travis volteo y bajo la montaña en un santiamén.

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Squaw Valley: Boarding School

January 6th, 2010

Course: Private Snow Boarding Lessons

Institution: Squaw Valley Ski School

Instructor: Travis

Location: Squaw Valley, Tahoe, CA

In these very ambiguous times, there’s a lot to fear. Will I fail? Will I succeed? Will I be alright? From the generalized to the very particular. Did you know that Allodoxaphobia is the fear of opinions? If you have that, I suggest you stop reading here.

“The only thing we have to fear is fear itself.” I must admit, this popular quote never occurs to me when I’m afraid. It’s tough to face fear in all its interesting forms, everywhere it pops up. Facing fear takes courage – an ability to be aware and present no matter how uncomfortable. Not an easy task when the main sources of your fear, your thoughts, are taking you everywhere but here. It’s tough to grasp that when we are consumed by fear, what we think may be happening or will happen may not actually be happening or happen at all.

That’s what happened to me. A while back, my college boyfriend, a snowboarding instructor, decided he was going to teach me to snowboard. Tears (his) and recriminations (mine) prevented us from even getting down a bunny slope together.

Frankly, I was terrified of snowboarding. I never learned to ski as a child – we didn’t have the money and growing up no one I knew had even seen snow. All I knew about boarding was that I didn’t know anything about it. It was new and would require new things from me and that scared the bejeezus out me. I thought I would die getting off a chair lift or die from exposure. I thought that I didn’t have the right gear or was mistakenly on a black diamond run. I thought that Après was some sort of secret society that excluded brown girls from Los Angeles.

It took me years to get up the courage to try again and those attempts were equally terrible. Finally, I enrolled in a snowboarding school in Whistler. I had no idea what I was getting into. I went by myself and somehow landed in a house full of nine dudes (really – no better way to describe them). They were from all over the world, Japan, France, Italy, Australia – there to become certified snowboarding instructors.

Somehow I, the consummate beginner, had ended up in a house of near pros. Packed with all my gear were all my old fears: Tachophobia (the fear of speed), Atelophobia (the fear of imperfection), Atychiphobia (the fear of failure) and Catagelophobia (the fear of being ridiculed).

We snowboarded 5 hours a day every day for a week. When we were not riding, we worked on board maintenance or watched snowboarding footage. That’s it. It was monastic really.

I learned though. I discovered that the irrational fear, the fear that is important to face, first comes up in your mind and then makes its way to your body – tensing you up. And if there’s anything you cannot be while snowboarding – it’s tense. You have to get loose and bend your knees. A relaxed body is better able to respond to the dynamics of the terrain.

I also learned how to manage my fear by doing a few key things:

(1) get help: getting a lesson is a great way to have someone with you who is not invested in the outcome, just in teaching – boyfriend/girlfriend or parent/child skirmishes alleviated plus there’s a certain safety in numbers;

(2) be mindful and aware moment to moment: focusing in on the skills I learned in boarding school kept my mind from going off into the thoughts that fed my fear. As Rosa Parks once said, “Knowing what must be done does away with fear;” and

(3) accept my fear: it’s okay to feel fear. Just acknowledging that I was afraid allowed me to put it down and get focused on what I needed to do. As Lauren Ambrose puts it “The fear is the way through.” Or put another way: “The coward turns attention toward fighting fear; the warrior accommodates it.”

By the end of the week I was much better – hitting all the blues and a few blacks on Whistler. I finally knew what to do on a chair lift. I understood that everyone wipes out – even the best and sometimes even on exiting a chair lift. Shit happens out there. The fun is that it’s usually a soft landing.

Today, when fear, of any kind, is getting the best of me I go boarding. That’s why I headed to Tahoe last week. After a few missed seasons, I was a bit worried about how I’d do so I signed up for a lesson. Ironically, my teacher’s name was Travis. Travis and I got out on the first cable ride up the mountain and marveled at the sun peeking out from the clouds. The snow was perfect – fluffy, pristine. I snapped on my board and did the awkward shuffle to the lift line. That’s where it hit me: all my old fears came raging back. What if I wipe out trying to get off the chair lift? What if I make a fool of myself? Am I too old for this?

Yep, even though I knew what I was doing, I still had fear. It never seems to go away completely and that’s the challenge. Courage takes practice. Ever the good student, I turned towards Travis in the lift chair and said, “I’m afraid.” He said, “Okay.”

Not sure what else to say I focused on the upcoming chair lift exit and told myself, “Trust your body. Look where you want to go.” I exited smoothly and joined him at a perch above the run.

He turned to me and said, “Whenever you encounter anything steep you want to stop at the top and plan your route.”

I nodded my head, trying to appear confident but truth be told I was beginning to sweat. I was so sure I was going to flip butt over head in a matter of seconds. Travis, without additional preamble, started his descent. I watched him carve smooth S shapes across the snow. I focused on those shapes and before I knew it, I was riding in his wake.

And then – I caught an edge. Then some air and before I could gather my thoughts was thrown into a pillow soft heap of snow. It felt fantastic. I started laughing uncontrollably. I punched back up and continued riding down to Travis.

“Are you okay?” he asked?

“Oh yeah, “ I said, with a big grin on my face. “I had to get that out of the way.”

“Cool ,” he said. “See? Being afraid can be fun.” Then Travis zipped on down the mountain and I was not far behind.

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