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7/30/2019 Website Testing & Optimization
1/30
Website Testing & Optimization
1
@danleatherman
1Saturday, November 10, 12
7/30/2019 Website Testing & Optimization
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HELLO.
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I'm Dan.
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I'm a Designer.55Saturday, November 10, 12
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Measurement & R.O.I
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Essential Methodology
1. Who
2. What3. When
4. Where
5. Why
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7Saturday, November 10, 12
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Designers
Developers
Project Managers
Marketers
Business Development
Future Clients
Current Clients
Whole Teams
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8Saturday, November 10, 12
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Essential Methodology
1. Who
2. What3. When
4. Where
5. Why
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9Saturday, November 10, 12
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Intuition-Driven(AKA The Designers Choice)
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10Saturday, November 10, 12
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Data-Driven(AKA The Engineers Choice)
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11Saturday, November 10, 12
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Design Spectrum
Intuition Driven Data Driven
Instinctive
SubjectiveDaring
Deliberate
ObjectiveSafe
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Radical innovation requires both evidence and
intuition: evidence to become informed, andintuition to inspire us in imagining and creating new
and better possibilities.Jane Fulton Suri, IDEO
Metrics-Driven(AKA The Every-mans Choice)
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13Saturday, November 10, 12
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Try
Scientific Method
Think
Learn
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14Saturday, November 10, 12
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Essential Methodology
1. Who
2. What3. When
4. Where
5. Why
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15Saturday, November 10, 12
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16Saturday, November 10, 12
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Analytics MeasurementUser Flows
Ideation Wireframes Visuals / Prototypes Launch! Iteration
Click Tests
Preference Tests
A/B or Multivariate Tests
Usability Testing
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17Saturday, November 10, 12
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Essential Methodology
1. Who
2. What3. When
4. Where
5. Why
18
18Saturday, November 10, 12
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The Number Narrative
95%
20
(hypothetical situation)
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Essential Methodology
1. Who
2. What3. When
4. Where
5. Why
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Value
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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
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23Saturday, November 10, 12
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UI Fundamentals & Best Practices
Basic Usability
Bad Good
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24Saturday, November 10, 12
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UI Fundamentals & Best Practices
Information Architecture / Hierarchy
GoodBad
25
25Saturday, November 10, 12
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UI Fundamentals & Best Practices
Call To Actions
GoodBad
26
26Saturday, November 10, 12
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Testing UIFree! $$
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27Saturday, November 10, 12
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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)
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28Saturday, November 10, 12
http://notableapp.com/http://clueapp.com/http://plunkapp.com/http://clueapp.com/http://google.com/analyticshttp://plunkapp.com/http://google.com/analyticshttp://google.com/analyticshttp://invisionapp.com/http://invisionapp.com/http://notableapp.com/http://notableapp.com/http://clueapp.com/http://clueapp.com/http://plunkapp.com/http://plunkapp.com/7/30/2019 Website Testing & Optimization
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Resources (contd)
Google URL Builder
(http://
support.google.com/
analytics/bin/answer.py?
hl=en&answer=103386
7)
Click Heat (http://www.labsmedia.com/
clickheat/index.html)
ClickTale (clicktale.com)
Crazy Egg(crazyegg.com)
Optimizely
(optimizely.com)
Litmus (litmus.com)
29
29Saturday, November 10, 12
http://www.labsmedia.com/clickheat/index.htmlhttp://www.labsmedia.com/clickheat/index.htmlhttp://www.labsmedia.com/clickheat/index.htmlhttp://support.google.com/analytics/bin/answer.py?hl=en&answer=1033867http://support.google.com/analytics/bin/answer.py?hl=en&answer=1033867http://support.google.com/analytics/bin/answer.py?hl=en&answer=1033867http://litmus.com/http://support.google.com/analytics/bin/answer.py?hl=en&answer=1033867http://litmus.com/http://litmus.com/http://www.labsmedia.com/clickheat/index.htmlhttp://www.labsmedia.com/clickheat/index.htmlhttp://www.labsmedia.com/clickheat/index.htmlhttp://www.labsmedia.com/clickheat/index.htmlhttp://www.labsmedia.com/clickheat/index.htmlhttp://www.labsmedia.com/clickheat/index.htmlhttp://support.google.com/analytics/bin/answer.py?hl=en&answer=1033867http://support.google.com/analytics/bin/answer.py?hl=en&answer=1033867http://support.google.com/analytics/bin/answer.py?hl=en&answer=1033867http://support.google.com/analytics/bin/answer.py?hl=en&answer=1033867http://support.google.com/analytics/bin/answer.py?hl=en&answer=1033867http://support.google.com/analytics/bin/answer.py?hl=en&answer=1033867http://support.google.com/analytics/bin/answer.py?hl=en&answer=1033867http://support.google.com/analytics/bin/answer.py?hl=en&answer=1033867http://support.google.com/analytics/bin/answer.py?hl=en&answer=1033867http://support.google.com/analytics/bin/answer.py?hl=en&answer=10338677/30/2019 Website Testing & Optimization
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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:
Wheres Waldo: http://www.flickr.com/
photos/jameson42/4353769995/
30
http://www.flickr.com/photos/stuckincustoms/5699183849/http://www.flickr.com/photos/jameson42/4353769995/http://www.flickr.com/photos/stuckincustoms/5699183849/http://www.flickr.com/photos/tpapi/2765541278/http://www.flickr.com/photos/tpapi/2765541278/http://www.flickr.com/photos/unloveable/2395867186/http://www.flickr.com/photos/unloveable/2395867186/http://thingsorganizedneatly.tumblr.com/post/29420742974/submission-old-school-deconstruction-givewavehttp://thingsorganizedneatly.tumblr.com/post/29420742974/submission-old-school-deconstruction-givewavehttp://thingsorganizedneatly.tumblr.com/post/29420742974/submission-old-school-deconstruction-givewavehttp://www.flickr.com/photos/jenik/1032573169/http://www.flickr.com/photos/jameson42/4353769995/http://www.flickr.com/photos/jameson42/4353769995/http://cdn0.hark.com/images/000/006/667/6667/original.0http://cdn0.hark.com/images/000/006/667/6667/original.0http://www.flickr.com/photos/nasamarshall/6313004758/http://www.flickr.com/photos/nasamarshall/6313004758/http://www.flickr.com/photos/7726011@N07/3364409856/http://www.flickr.com/photos/lizhenry/2051224366/http://www.flickr.com/photos/lizhenry/2051224366/http://www.flickr.com/photos/joephotos/748426315/http://www.flickr.com/photos/joephotos/748426315/http://www.flickr.com/photos/jameson42/4353769995/http://www.flickr.com/photos/jameson42/4353769995/http://www.flickr.com/photos/jameson42/4353769995/http://www.flickr.com/photos/jameson42/4353769995/http://cdn0.hark.com/images/000/006/667/6667/original.0http://cdn0.hark.com/images/000/006/667/6667/original.0http://cdn0.hark.com/images/000/006/667/6667/original.0http://cdn0.hark.com/images/000/006/667/6667/original.0http://www.flickr.com/photos/nasamarshall/6313004758/http://www.flickr.com/photos/nasamarshall/6313004758/http://www.flickr.com/photos/nasamarshall/6313004758/http://www.flickr.com/photos/nasamarshall/6313004758/http://www.flickr.com/photos/7726011@N07/3364409856/http://www.flickr.com/photos/7726011@N07/3364409856/http://www.flickr.com/photos/7726011@N07/3364409856/http://www.flickr.com/photos/7726011@N07/3364409856/http://www.flickr.com/photos/lizhenry/2051224366/http://www.flickr.com/photos/lizhenry/2051224366/http://www.flickr.com/photos/lizhenry/2051224366/http://www.flickr.com/photos/lizhenry/2051224366/http://www.flickr.com/photos/joephotos/748426315/http://www.flickr.com/photos/joephotos/748426315/http://www.flickr.com/photos/joephotos/748426315/http://www.flickr.com/photos/joephotos/748426315/http://www.flickr.com/photos/stuckincustoms/5699183849/http://www.flickr.com/photos/stuckincustoms/5699183849/http://www.flickr.com/photos/stuckincustoms/5699183849/http://www.flickr.com/photos/stuckincustoms/5699183849/http://www.flickr.com/photos/stuckincustoms/5699183849/http://www.flickr.com/photos/stuckincustoms/5699183849/http://www.flickr.com/photos/stuckincustoms/5699183849/http://www.flickr.com/photos/stuckincustoms/5699183849/http://www.flickr.com/photos/tpapi/2765541278/http://www.flickr.com/photos/tpapi/2765541278/http://www.flickr.com/photos/tpapi/2765541278/http://www.flickr.com/photos/tpapi/2765541278/http://www.flickr.com/photos/unloveable/2395867186/http://www.flickr.com/photos/unloveable/2395867186/http://www.flickr.com/photos/unloveable/2395867186/http://www.flickr.com/photos/unloveable/2395867186/http://thingsorganizedneatly.tumblr.com/post/29420742974/submission-old-school-deconstruction-givewavehttp://thingsorganizedneatly.tumblr.com/post/29420742974/submission-old-school-deconstruction-givewavehttp://thingsorganizedneatly.tumblr.com/post/29420742974/submission-old-school-deconstruction-givewavehttp://thingsorganizedneatly.tumblr.com/post/29420742974/submission-old-school-deconstruction-givewavehttp://thingsorganizedneatly.tumblr.com/post/29420742974/submission-old-school-deconstruction-givewavehttp://thingsorganizedneatly.tumblr.com/post/29420742974/submission-old-school-deconstruction-givewavehttp://thingsorganizedneatly.tumblr.com/post/29420742974/submission-old-school-deconstruction-givewavehttp://thingsorganizedneatly.tumblr.com/post/29420742974/submission-old-school-deconstruction-givewavehttp://www.flickr.com/photos/jenik/1032573169/http://www.flickr.com/photos/jenik/1032573169/http://www.flickr.com/photos/jenik/1032573169/http://www.flickr.com/photos/jenik/1032573169/