Website Testing & Optimization

1

@danleatherman

1Saturday, November 10, 12

HELLO.2

2Saturday, November 10, 12

I'm Dan.

33Saturday, November 10, 12

44Saturday, November 10, 12

I'm a Designer.5

5Saturday, November 10, 12

Measurement & R.O.I

66Saturday, November 10, 12

Essential Methodology1. Who2. What3. When4. Where5. Why

77Saturday, November 10, 12

• Designers

• Developers

• Project Managers

• Marketers

• Business Development

• Future Clients

• Current Clients

• Whole Teams

88Saturday, November 10, 12

Essential Methodology1. Who2. What3. When4. Where5. Why

99Saturday, November 10, 12

Intuition-Driven(AKA The Designer’s Choice)

1010Saturday, November 10, 12

Data-Driven(AKA The Engineer’s Choice)

1111Saturday, November 10, 12

Design Spectrum

Intuition Driven Data Driven

InstinctiveSubjectiveDaring

DeliberateObjective

Safe12

12Saturday, November 10, 12

“Radical innovation requires both evidence and intuition: evidence to become informed, and intuition to inspire us in imagining and creating new and better possibilities.”—Jane Fulton Suri, IDEO

Metrics-Driven(AKA The Every-man’s Choice)

1313Saturday, November 10, 12

Try

Scientific Method

Think

Learn

1414Saturday, November 10, 12

Essential Methodology1. Who2. What3. When4. Where5. Why

1515Saturday, November 10, 12

1616Saturday, November 10, 12

Analytics MeasurementUser Flows

Ideation Wireframes Visuals / Prototypes Launch! Iteration

Click TestsPreference Tests

A/B or Multivariate TestsUsability Testing

1717Saturday, November 10, 12

Essential Methodology1. Who2. What3. When4. Where5. Why

1818Saturday, November 10, 12

Where’s Waldo?

1919Saturday, November 10, 12

The Number Narrative

⌂ 🔎

🔒

💳

95%

20

(hypothetical situation)

20Saturday, November 10, 12

Essential Methodology1. Who2. What3. When4. Where5. Why

2121Saturday, November 10, 12

Value

2222Saturday, November 10, 12

“The more users’ expectations prove right, the more they will

feel in control of the system and the more they will like it.”

– Jakob Nielson

2323Saturday, November 10, 12

UI Fundamentals & Best PracticesBasic Usability

Bad Good

2424Saturday, November 10, 12

UI Fundamentals & Best PracticesInformation Architecture / Hierarchy

GoodBad25

25Saturday, November 10, 12

UI Fundamentals & Best PracticesCall To Actions

GoodBad26

26Saturday, November 10, 12

Testing UIFree! $$

2727Saturday, November 10, 12

Resources• ZURB Apps

• Plunk (plunkapp.com)

• Clue (clueapp.com)

• Notable (notableapp.com)

• Verify (verifyapp.com)

• Invision (invisionapp.com)

• Google Analytics (google.com/analytics)

• Gauges (gaug.es)

• Chartbeat (chartbeat.com)

2828Saturday, November 10, 12

Resources (cont’d)• Google URL Builder

(http://support.google.com/analytics/bin/answer.py?hl=en&answer=1033867)

• Click Heat (http://www.labsmedia.com/clickheat/index.html)

• ClickTale (clicktale.com)

• Crazy Egg (crazyegg.com)

• Optimizely (optimizely.com)

• Litmus (litmus.com)

2929Saturday, November 10, 12

Image Sources (cc)Slide 3:

Bridge: http://www.flickr.com/photos/jenik/1032573169/

Slide 5:Things Organized Neatly: http://thingsorganizedneatly.tumblr.com/post/29420742974/submission-old-school-deconstruction-givewave

Slide 6:Chemistry Set: http://www.flickr.com/photos/unloveable/2395867186/

Slide 10:Whack-a-mole: http://www.flickr.com/photos/tpapi/2765541278/

Slide 11:The Megahangar: http://www.flickr.com/photos/stuckincustoms/5699183849/

Slide 13:Teeter Totter: http://www.flickr.com/photos/joephotos/748426315/

Slide 14:Brain: http://www.flickr.com/photos/lizhenry/2051224366/Wright: http://www.flickr.com/photos/7726011@N07/3364409856/Supernova: http://www.flickr.com/photos/nasamarshall/6313004758/

Slide 16:Lion King: http://cdn0.hark.com/images/000/006/667/6667/original.0

Slide 19: Where’s Waldo: http://www.flickr.com/photos/jameson42/4353769995/

3030Saturday, November 10, 12