Will Critchlow_SearchLove San Diego 2013_Technical Optimization

Will Critchlow_SearchLove San Diego 2013_Technical Optimization






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    Will Critchlow_SearchLove San Diego 2013_Technical Optimization   Will Critchlow_SearchLove San Diego 2013_Technical Optimization Presentation Transcript

    • Trends in Technical Optimization WILL CRITCHLOW
    • This is going to be a weird technical presentation
    • Your job is not answering “which of A or B is better for Google”?
    • The future of technical recommendations is business cases
    • Win heartsas well as minds
    • #1it could be amazing
    • Medium is exceptionally fast
    • #2we’re behind
    • #3customers care
    • We had a client whose cart showed EUR to US customers
    • We couldn’t even persuade them to test matching the currency to the visitor Until we tried Qualaroo
    • confusing for it to show as USD when prior to checking out then only showing EUR
    • Quote price in U.S. $
    • Country selected was USA price should be in US dollars not EUR
    • If it was possible to see the price in USD, it was not obvious how to do this
    • The first page showed my purchase in American Dollars, but checkout was in Euros
    • Win mindsas well as hearts
    • Do your recommendations pass the Bezos Test?
    • Great forecasts are stories, not numbers
    • Put all the Excel in the appendix. No-one will read it. Sorry.
    • Decisions should be data AWARE not data DRIVEN
    • How to forecast Examples are for illustration only
    • #1bottom up
    • We have 10,000 location pages that aren’t indexed. This change should get 80% of them indexed. Each should get a minimum of N visits / month from search. That results in $M
    • #2top down
    • The total search volume for nail salons in our target cities is X, by building this new section of our site, we can capture y% of that, resulting in $Z incremental revenue
    • #3based on tests
    • When we made this controversial change on a small section, it resulted in an uplift of x%. If we get 80% of that uplift across the whole site, we’ll get an incremental $Y
    • #4case studies
    • We are planning a domain migration. Other people’s experience (moz 1, moz 2) indicates a drop in the a%- b% range for somewhere in the C weeks to D weeks range
    • As you start forecasting more, you’ll find you need to work on bigger ideas that are more likely to move the needle
    • Then you could easily do some dumb things
    • “You can’t possibly succeed without graceful degradation”
    • Err.
    • “You can’t possibly succeed without graceful degradation”
    • “You can’t possibly succeed without graceful degradation”
    • “You can’t possibly succeed without graceful degradation” Does nothing
    • “You can’t possibly succeed without graceful degradation” Goes to a blank page
    • I want to talk about some great sites
    • Imagine you’re pitching this guy
    • Don’t be responsible for stopping this guy building great stuff
    • Thanks. Any questions? WILL CRITCHLOW will.critchlow@distilled.net @willcritchlow
    • What were all those sites in the screencast? http://www.teehanlax.com/story/social-portrait/ http://www.teehanlax.com/story/shipwire/ [http://www.shipwire.com/] http://www.teehanlax.com/story/readability/ http://www.teehanlax.com/story/teehan-lax/ http://www.cabletv.com/the-walking-dead http://erfgenaam.submarinechannel.com/en/ http://www.photo-mark.com/funhouse/chess/ http://www.nytimes.com/projects/2013/the-jockey/ http://hypervenom.nike.com/gb/en_gb http://moto.oakley.com/ http://www.officeline.se/kampanj/ http://www.dodge.com/en/2014/durango/ https://squareup.com/careers/creative
    • Image credits http://www.flickr.com/photos/18548283@N00/2218655624/ http://www.flickr.com/photos/mikeleary83/2222244131/ http://www.flickr.com/photos/jdlasica/8137913805/ http://www.flickr.com/photos/zachheller/5116640316/ http://www.flickr.com/photos/michpics17/6838794315/ http://www.flickr.com/photos/stephangeyer/3229631450/ http://www.flickr.com/photos/grandmaitre/5846058698/ http://www.flickr.com/photos/mgarbowski/5516177047/ http://www.flickr.com/photos/steffireichert/9174005276/ http://www.flickr.com/photos/doug88888/4616496228/ http://www.flickr.com/photos/arselectronica/8163552292/