Site Optimization: Necessities You Need Now
Post on 12-May-2015
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Site Optimization: Necessities You Need Now
@chriscoccaLuxury Interactive 2013
Plan
Test
MeasureThe optimization process
?
#1
Make optimization a bigger goal.
#1
Source: http://flic.kr/p/eb1RnH
Your conversion team
Build your optimization team
Move the user to the center.
#2
Insights
Ideas
Create User Scenarios
Include any and all touchpoints – each represents an opportunity for optimization.
Criteria & Measurement
What’s Next?
• Borrow from software development.
• Review and rank all the ideas with your buds using your criteria.
• At each meeting, discuss the new ones and fight about priorities.
#3Getting things done.(or, what I wish I knew before I started).
Source: http://www.socialtalent.co/
“Oh, we’ll just A/B test that.”
“Wait… what was your methodology for this?”
“We can’t measure it… let’s not do it.”
Things to know
• Sharing the goal of optimization frees you to focus on users and opportunities, not channels.
• Use a variety tools to help you build better use cases and scenarios across all touchpoints.
• Measure the each tactic the right way.
More things to know
• There are many tools to get things done, but…– It takes time.– Methodology matters. – Some things are hard to measure. Do them
anyways.
• A good optimization program in place lays the foundation for personalization.
Thank you.
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