Website Testing & Optimization

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    Website Testing & Optimization

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    @danleatherman

    1Saturday, November 10, 12

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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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    Designers

    Developers

    Project Managers

    Marketers

    Business Development

    Future Clients

    Current Clients

    Whole Teams

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    Essential Methodology

    1. Who

    2. What3. When

    4. Where

    5. Why

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    Intuition-Driven(AKA The Designers Choice)

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    Data-Driven(AKA The Engineers Choice)

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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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    Try

    Scientific Method

    Think

    Learn

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    Essential Methodology

    1. Who

    2. What3. When

    4. Where

    5. Why

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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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    Essential Methodology

    1. Who

    2. What3. When

    4. Where

    5. Why

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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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    UI Fundamentals & Best Practices

    Basic Usability

    Bad Good

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    UI Fundamentals & Best Practices

    Information Architecture / Hierarchy

    GoodBad

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    UI Fundamentals & Best Practices

    Call To Actions

    GoodBad

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    Testing UIFree! $$

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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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    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/
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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)

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    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=1033867
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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/