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WhatUsersDo Product Tank October 2013
 

WhatUsersDo Product Tank October 2013

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Lee Duddell, Founder of WhatUsersDo, shares the perils of relying on statistical data alone.

Lee Duddell, Founder of WhatUsersDo, shares the perils of relying on statistical data alone.

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WhatUsersDo Product Tank October 2013 WhatUsersDo Product Tank October 2013 Presentation Transcript

  • Data-Driven Nonsense October 2013 Lee Duddell
  • It’s not what I think
  • This evening • Data richness • Incomplete, Incremental & Interpretation • What you can do
  • Aren’t we rich?
  • BUT, they only answer… • • • • • What? When? Where? How many? For how long?
  • Three reasons why “Why?” matters
  • 1. Incomplete
  • 67% of users start on a SmartPhone & finish on a computer (Google) • Because it’s hard to checkout • Because they want the full experience
  • 2. Incremental We deliver incredible results Small conversion increase Not sure why Experiments are guesses Made “Why?” central Conversion up 39% Sales up 10%
  • 3. Interpretation 62% base design decisions on hunches and guesswork
  • Ditch Data for Insight Incomplete Incremental Interpretation
  • How? Use Livechat for one day on one page Guerrilla usability test Speak to your customer service staff
  • STOP guessing. Find out WHY.