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GUERILLA OPTIMIZATION YOU ARE THE REVOLUTION image: http://www.flickr.com/photos/thechef2020/4318554501/ BY MATTHEW NIEDERBERGER (@MATTHEWNL)

Guerilla Optimization Tactics

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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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Page 1: Guerilla Optimization Tactics

GUERILLA OPTIMIZATIONYOU ARE THE REVOLUTION

image: http://www.flickr.com/photos/thechef2020/4318554501/

BY MATTHEW NIEDERBERGER (@MATTHEWNL)

Page 2: Guerilla Optimization Tactics

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/

Page 3: Guerilla Optimization Tactics

OPTIMIZATION FAILSWHEN YOU SURRENDER

image: http://www.flickr.com/photos/portobeseno/2673925463/

Page 4: Guerilla Optimization Tactics

“GUERILLA USABILITY IS ABOUT DEFEATING THE OLD SCHOOL WAY OF THINKING IN A SMART AND RESOURCEFUL MANNER.”

~ MATTHEW NIEDERBERGER

Page 5: Guerilla Optimization Tactics

image: http://www.flickr.com/photos/ibailemon/2870137723/

“THE ONLY WAY TO SUPPORT A REVOLUTION IS TO MAKE YOUR OWN.”

~ ABBIE HOFFMAN

Page 6: Guerilla Optimization Tactics

• OPERATE IN SMALL TEAMS

• REMAIN MOBILE

• TAKE ADVANTAGE OF TERRAIN

• MAINTAIN LOCAL SUPPORT

• USE SMALL SUPPLIES OF ARMS

GUERILLA TACTICS

Page 7: Guerilla Optimization 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

Page 8: Guerilla Optimization Tactics

I AM NOT AFRAID OF YOU CORPORATE TYPES

ONE MAN ARMY

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IT’S TIME FOR A NEW REGIME

BOOTCAMP

Page 10: Guerilla Optimization Tactics

TIME TO GO TO BATTLE

image: http://www.flickr.com/photos/olivierblaise/5522607861/

Page 11: Guerilla Optimization Tactics

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

Page 12: Guerilla Optimization Tactics

GATHER INTELLIGENCE- SELECT AREA OF OPERATIONS

AREA 1 -> HOMEPAGEAREA 2 -> LAST MINUTE PAGE

THE CRAZYEGG CONFLICT

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HOMEPAGE HOMEPAGE

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HOMEPAGE HOMEPAGE LAST MINUTES

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HOMEPAGE HOMEPAGE LAST MINUTES

PRODUCT

DESTINATION

DATE

DEPARTURE

SEARCH TYPE

FREE SEARCH

Page 16: Guerilla Optimization Tactics

PLAN COUP D’ETAT- REDESIGN STRUCTURE

THE CRAZYEGG CONFLICT

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610 PIXELS

VS

280 PIXELS

SAVED SPACE = ±54%

BEHAVIORAL REDESIGN

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VIC ORY

THE CRAZYEGG CONFLICT

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image: http://www.flickr.com/photos/nicoletbn/2877878649/

“WHEN DICTATORSHIP IS A FACT, REVOLUTION BECOMES A RIGHT.” ~ VICTOR HUGO

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“THE MASSES ARE THE DECISIVE ELEMENT, THEY ARE THE ROCK ON WHICH THE FINAL VICTORY OF THE REVOLUTION WILL BE BUILT.” ~ ROSA LUXEMBURG

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REGROUP & REARM

image: http://www.flickr.com/photos/olivierblaise/5523862218/

& RECRUIT

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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

Page 23: Guerilla Optimization Tactics

GATHER INTELLIGENCE- SELECT AREA OF OPERATIONS- SELECT VISITOR SEGMENTS- SETUP INTEGRATION

THE PANEL PROTOCOL

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SETUP SURVEY

OPERATION KISS

DEFINE A QUESTION

DELETE ALL BUT 1 ANSWER

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CONFIGURE SURVEY

OPERATION KISS

INVITE ALL VISITORS

REDIRECT TO SURVEY*

SINGLE CLICK CALL-TO-ACTION

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ALWAYS PREVIEW

OPERATION KISS

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SETUP SURVEY

OPERATION WUFOO

DEFINE SEGMENTS

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INTEGRATE FORCES

OPERATION MONKEY

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MATCH DATA

OPERATION MONKEY

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OPERATION MONKEY

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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

Page 32: Guerilla Optimization Tactics

THE PANEL PROTOCOL

PART II

HIPPO

MARKETEER

SALESPERSON

PLAN OF ATTACK

Page 33: Guerilla Optimization Tactics

JOINT STRIKE

THE PANEL PROTOCOL

PART II

TEST & RECRUIT SIMULTANEOUSLY

Page 34: Guerilla Optimization Tactics

THE PANEL PROTOCOL

THE ONE MAN VICTORY

Page 35: Guerilla Optimization Tactics

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

Page 36: Guerilla Optimization Tactics

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/

Page 37: Guerilla Optimization Tactics

@MATTHEWNL

GRACIAS

image: http://www.flickr.com/photos/olivierblaise/5523260813/