Informing the Experience Architecture with Quantitative Insights by Hurol Inan - Bienalto Consulting

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    Informing the Experience Architecture with Quantitative Insights by Hurol Inan - Bienalto Consulting - Presentation Transcript

    1. Informing the Experience Architecture with Quantitative Insights Hurol Inan
    2. About Bienalto We are solely focused on maximising the effectiveness of the online channel. Customer Analytics Experience Dialogue Architecture
    3. Types of Insights Who is using How well What for your site your site responds
    4. Menu Balance 15% 70% 2% 9% 4% Item 1 | Item 2 | Item 3 | Item 4 | Item 5
    5. Menu Balance 15% 70% 2% 9% 4% Item 1 | Item 2 | Item 3 | Item 4 | Item 5 Item 21 2% Item 22 1% Item 23 2% Item 24 60% Item 25 5%
    6. Never redesign without quantitative insights
    7. Our Approach Designing Site Architecture User Testing & Refinements Vision Quantitative Content Navigational Analysis Grouping Design for the Creative new site Content Treatment Labelling Mapping Audience Content Segments Wireframes Inventory & Personas Workshops & Interviews Measuring the Impact & Refinement Benchmark Review & Baseline Metrics performance Refine Architecture Go live
    8. Examples 1 3 2 4
    9. Seriously consider testing
    10. A C B D G H E Test Variable F Targeting Personas Navigation Traffic Source – Search vs. Direct Hero Shot Time of Day / Day of Week Register Keyword Groups Layout & elements Geo-targeting Copy New vs. Repeat Visitors
    11. Google Website Optimizer
    12. Measure impact of design changes
    13. Quadrupled Financial Planner search Old Home Page New Home Page
    14. Explore content targeting to increase relevance and maximise response
    15. Dynamic Response
    16. Key Messages • Never redesign without quantitative analysis • Seriously consider testing • Measure impact of design changes • Explore content targeting
    17. Resources www.bienalto.com www.hurolinan.com ATTUNED eNewsletter Books written by Hurol Inan Australian Web Analytics Survey
    18. Hurol Inan T 02 8356 3000 E hurol@bienalto.com www.bienalto.com

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