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This presentation was given at a Web Analytics Wednesday in Amsterdam. My goal was to inform web analysts that there is more to online than just quantitative data collection. Web Analysts are in the unique position to bundle the insights from quantitative and qualitative data, give structural advice on optimizing a website, even with a small budget or contraint technological means. By using quick and dirty data collection methods analysts can quickly come to understand the users needs, validate this with analytics, and present management with advice on how to optimize. Guerilla Optimization, in all its glory. The presentation contains 2 examples of using guerilla techiques using tools such as Wufoo, Usabilla, KISSinsights, Mailchimp and CrazyEgg.
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GUERILLA OPTIMIZATIONYOU ARE THE REVOLUTION
image: http://www.flickr.com/photos/thechef2020/4318554501/
BY MATTHEW NIEDERBERGER (@MATTHEWNL)
gue·ril·la[from Spanish, diminutive of guerra war]
A member of an irregular, usually indigenous military or paramilitary unit operating in small bands in occupied territory to harass and undermine the enemy, as by surprise raids.
image: http://www.flickr.com/photos/fijneman/2971210465/
OPTIMIZATION FAILSWHEN YOU SURRENDER
image: http://www.flickr.com/photos/portobeseno/2673925463/
“GUERILLA USABILITY IS ABOUT DEFEATING THE OLD SCHOOL WAY OF THINKING IN A SMART AND RESOURCEFUL MANNER.”
~ MATTHEW NIEDERBERGER
image: http://www.flickr.com/photos/ibailemon/2870137723/
“THE ONLY WAY TO SUPPORT A REVOLUTION IS TO MAKE YOUR OWN.”
~ ABBIE HOFFMAN
• OPERATE IN SMALL TEAMS
• REMAIN MOBILE
• TAKE ADVANTAGE OF TERRAIN
• MAINTAIN LOCAL SUPPORT
• USE SMALL SUPPLIES OF ARMS
GUERILLA TACTICS
✔
Keep your teams small, but skilledBe flexible with regards to projects and planningMake the most use of your unique knowledgeColleagues’ support matters more than managementGet skilled in and make use of remote usability testing tools
GUERILLANEES
INSURGENT TRANSLATOR
I AM NOT AFRAID OF YOU CORPORATE TYPES
ONE MAN ARMY
IT’S TIME FOR A NEW REGIME
BOOTCAMP
TIME TO GO TO BATTLE
image: http://www.flickr.com/photos/olivierblaise/5522607861/
PRE STRIKE CHECKLIST- 1X CRAZYEGG ACCOUNT (WEAPON)
- 1X CMS AGENT (LOCAL SUPPORT)
CONFLICT BUDGET- CRAZYEGG $9- CHOCOLATES $3 (BRIBE FOR CMS AGENT)
THE CRAZYEGG CONFLICT
GATHER INTELLIGENCE- SELECT AREA OF OPERATIONS
AREA 1 -> HOMEPAGEAREA 2 -> LAST MINUTE PAGE
THE CRAZYEGG CONFLICT
HOMEPAGE HOMEPAGE
HOMEPAGE HOMEPAGE LAST MINUTES
HOMEPAGE HOMEPAGE LAST MINUTES
PRODUCT
DESTINATION
DATE
DEPARTURE
SEARCH TYPE
FREE SEARCH
PLAN COUP D’ETAT- REDESIGN STRUCTURE
THE CRAZYEGG CONFLICT
610 PIXELS
VS
280 PIXELS
SAVED SPACE = ±54%
BEHAVIORAL REDESIGN
VIC ORY
THE CRAZYEGG CONFLICT
image: http://www.flickr.com/photos/nicoletbn/2877878649/
“WHEN DICTATORSHIP IS A FACT, REVOLUTION BECOMES A RIGHT.” ~ VICTOR HUGO
“THE MASSES ARE THE DECISIVE ELEMENT, THEY ARE THE ROCK ON WHICH THE FINAL VICTORY OF THE REVOLUTION WILL BE BUILT.” ~ ROSA LUXEMBURG
REGROUP & REARM
image: http://www.flickr.com/photos/olivierblaise/5523862218/
& RECRUIT
PRE STRIKE CHECKLIST- 1X KISSINSIGHTS ACCOUNT (WEAPON)
- 1X WUFOO ACCOUNT (WEAPON)
- 1X MAILCHIMP ACCOUNT (WEAPON)
- 1X CMS AGENT (LOCAL SUPPORT)
CONFLICT BUDGET- CRAZYEGG $9 (FRIENDLY CAPITALISTS)
- WUFOO FREE- MAILCHIMP FREE- GRANDE LATTE $4 (BRIBE FOR CMS AGENT)
THE PANEL PROTOCOL
GATHER INTELLIGENCE- SELECT AREA OF OPERATIONS- SELECT VISITOR SEGMENTS- SETUP INTEGRATION
THE PANEL PROTOCOL
SETUP SURVEY
OPERATION KISS
DEFINE A QUESTION
DELETE ALL BUT 1 ANSWER
CONFIGURE SURVEY
OPERATION KISS
INVITE ALL VISITORS
REDIRECT TO SURVEY*
SINGLE CLICK CALL-TO-ACTION
ALWAYS PREVIEW
OPERATION KISS
SETUP SURVEY
OPERATION WUFOO
DEFINE SEGMENTS
INTEGRATE FORCES
OPERATION MONKEY
MATCH DATA
OPERATION MONKEY
OPERATION MONKEY
PRE STRIKE CHECKLIST- THE PANEL PROTOCOL (WEAPON)
- 1X USABILLA ACCOUNT (WEAPON)
CONFLICT BUDGET- THE PANEL PROTOCOL $13- USABILLA FREE OR $49
THE PANEL PROTOCOL
PART II
THE PANEL PROTOCOL
PART II
HIPPO
MARKETEER
SALESPERSON
PLAN OF ATTACK
JOINT STRIKE
THE PANEL PROTOCOL
PART II
TEST & RECRUIT SIMULTANEOUSLY
THE PANEL PROTOCOL
THE ONE MAN VICTORY
IT STARTS WITH YOU- USE FREE OR CHEAP TOOLS- PAY UPFRONT, AMAZE YOUR BOSS- NO RESPECT? MAYBE FIND A BOSS WHO DOES
FUNDING THE FIGHT
THE SMELL OF VICTORY- TRUST IN YOUR CAPABILITIES- FIND COLLABORATORS- OLD PROCESSES WERE MADE TO BE BROKEN- YOU ARE THE FRONTLINE IN UCD
START YOUR BATTLE
image: http://www.flickr.com/photos/olivierblaise/5523260813/
@MATTHEWNL
GRACIAS
image: http://www.flickr.com/photos/olivierblaise/5523260813/
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