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#opticon2015
UX That Doesn’t Make You Think: Removing Friction and Cognitive Overhead Merritt Aho Sr Digital Analyst, Volusion
@alphanumerritt
@OptimizelyRL
Ryan Lillis Strategy Consultant, Optimizely
@alphanumerritt @OptimizelyRL
amused [uh-myoozd] adjective
1. pleasurably entertained, occupied or diverted. 2. aroused to mirth. 3. Merritt.
@alphanumerritt @OptimizelyRL
@alphanumerritt @OptimizelyRL
the most important KPI how to improve it process for perfection
@alphanumerritt @OptimizelyRL
@alphanumerritt @OptimizelyRL
.367 career batting average .251 MLB average 2014
@alphanumerritt @OptimizelyRL
52 tests per year 2%(rel.) increase in KPI $842k per win
@alphanumerritt @OptimizelyRL
Worth $6.7MM
15% win rate = 8 wins
@alphanumerritt @OptimizelyRL
Worth $8.4MM
20% win rate = 10 wins
@alphanumerritt @OptimizelyRL
Improving your win rate is the single best thing you can do for
your testing program.
@alphanumerritt @OptimizelyRL
@alphanumerritt @OptimizelyRL
You see it ≠ I see it
Return visitor bias makes it impossible to see through the
eyes of your users just by thinking about it.
@alphanumerritt @OptimizelyRL
the most important KPI how to improve it process for perfection
@alphanumerritt @OptimizelyRL
@alphanumerritt @OptimizelyRL
Jeff Sauro does it right
!www.measuringu.com!
80/20 =
@alphanumerritt @OptimizelyRL
Screeners to get the right audience
@alphanumerritt @OptimizelyRL
@alphanumerritt @OptimizelyRL
Questions that don’t confuse/corrupt
Spend a good amount of time navigating the site, while answering the following questions: (1) Does the information presented clearly communicate what your next steps of action should be? (2)What information do you need to help make a purchase decision? (3) Do you feel more inclined to purchase a solution, or signup for a free trial, after browsing the site?
Evaluate the site thoroughly. Is it clear, easy, and complete? Would you sign up for this?
Keep it stupid simple.
@alphanumerritt @OptimizelyRL
Always start with a pilot.
@alphanumerritt @OptimizelyRL
@alphanumerritt @OptimizelyRL
Analysis for posterity
The unspoken and undone are every bit as critical as their
counterparts.
@alphanumerritt @OptimizelyRL
competitive usertesting… because you can.
@alphanumerritt @OptimizelyRL
@alphanumerritt @OptimizelyRL
@alphanumerritt @OptimizelyRL
Purchases +10% 93% confidence Free-trials +6% 89% confidence Video plays +7% 93% confidence
@alphanumerritt @OptimizelyRL
Resubmits -9% 99% confidence
-26% Features clicks -14% Pricing clicks
@alphanumerritt @OptimizelyRL
out of: focus, sight, mind
@alphanumerritt @OptimizelyRL
Trials +4% 95% confidence Engagement +1% 83% confidence Purchases +4% 71% confidence
@alphanumerritt @OptimizelyRL
There’s gold in them hills. and by ‘hills’ I mean ‘your data’
@alphanumerritt @OptimizelyRL
was free!
is free small fee!
@alphanumerritt @OptimizelyRL
@alphanumerritt @OptimizelyRL
Purchases +14% 90% confidence Templates views +5% 92% confidence
Qualitative data + Quantitative data
winning
@alphanumerritt @OptimizelyRL
the most important KPI how to improve it process for perfection
@alphanumerritt @OptimizelyRL
Discipline.
15% 15% 15% 25% 30%
50%
30%
20% 15%
20%
% of Tests Win Rate 25% blended win rate
@alphanumerritt @OptimizelyRL
the most important KPI how to improve it process for perfection
@alphanumerritt @OptimizelyRL
Rock the test.
#opticon2015
Thanks! Now go home.
Merritt Aho Sr Digital Analyst, Volusion
@alphanumerritt [email protected]
Ryan Lillis Strategy Consultant, Optimizely
@OptimizelyRL
