Using Your Data To Find a Better Web - Future Insights Live 2012

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Many startups concentrate on their UX efforts through (hopefully) running a series of targeted A/B tests to move beyond the "what" metrics to figuring our "why". Very few use comparative data sets …

Many startups concentrate on their UX efforts through (hopefully) running a series of targeted A/B tests to move beyond the "what" metrics to figuring our "why". Very few use comparative data sets during this period and even less figure out that these A/B test methods are long and ineffective. Thew new method emerging by the companies that get it is one of automated testing or simply using their current data and user interactions to build their UX. A great example is the Huffington Post, which does a form of crowd-sourced A/B testing in real-time to determine how their users want to receive headlines. There are more and more code libraries for integrating this method into your core product such as phpab and A/Bingo.

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Transcript

  • 1. Using Your Data To Find A Better WebSeriously.Future Insights Live 2012 #FILive @grgortiz
  • 2. George Ortiz Engineer + Entrepreneur Salt Lake City, UtahFuture Insights Live 2012 #FILive @grgortiz
  • 3. "Information is powerful." - Zack Matere, Kenyan FarmerFuture Insights Live 2012 #FILive @grgortiz
  • 4. "Information is powerful." "But it is how we use it that will define us." - Zack Matere, Kenyan FarmerFuture Insights Live 2012 #FILive @grgortiz
  • 5. Click Stream DataFuture Insights Live 2012 #FILive @grgortiz
  • 6. "Most people use statistics the way a drunk uses a lamp post, more for support than illumination." - Mark TwainFuture Insights Live 2012 #FILive @grgortiz
  • 7. WHATFuture Insights Live 2012 #FILive @grgortiz
  • 8. WHYFuture Insights Live 2012 #FILive @grgortiz
  • 9. It’s important to know what people did, it’s more important to know why.Future Insights Live 2012 #FILive @grgortiz
  • 10. FeedbackFuture Insights Live 2012 #FILive @grgortiz
  • 11. Future Insights Live 2012 #FILive @grgortiz
  • 12. Outcome Based Metrics conversionsFuture Insights Live 2012 #FILive @grgortiz
  • 13. Engaging - Tending to draw favorable attention or interest.Future Insights Live 2012 #FILive @grgortiz
  • 14. A/B TestingFuture Insights Live 2012 #FILive @grgortiz
  • 15. Future Insights Live 2012 #FILive @grgortiz
  • 16. Future Insights Live 2012 #FILive @grgortiz
  • 17. AgilityFuture Insights Live 2012 #FILive @grgortiz
  • 18. RelevanceFuture Insights Live 2012 #FILive @grgortiz
  • 19. Companies that are happy with their conversion rates do, on average, 40% more test than those that are unhappy.Future Insights Live 2012 #FILive @grgortiz
  • 20. 72% test Call to Action buttons.Future Insights Live 2012 #FILive @grgortiz
  • 21. Future Insights Live 2012 #FILive @grgortiz
  • 22. HuffPo System crowd-sourced A/B testingFuture Insights Live 2012 #FILive @grgortiz
  • 23. Comparative AnalyticsFuture Insights Live 2012 #FILive @grgortiz
  • 24. Future Insights Live 2012 #FILive @grgortiz
  • 25. Automated LearningFuture Insights Live 2012 #FILive @grgortiz
  • 26. A/Bingo is a Ruby on Rails A/B testing framework written as a plugin.Future Insights Live 2012 #FILive @grgortiz
  • 27. Future Insights Live 2012 #FILive @grgortiz
  • 28. Future Insights Live 2012 #FILive @grgortiz
  • 29. Using Your Data To Find A Better WebSeriously.Future Insights Live 2012 #FILive @grgortiz