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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Guerilla Optimization Tactics

  1. 1. GUERILLA OPTIMIZATION YOU ARE THE REVOLUTION BY MATTHEW NIEDERBERGER (@MATTHEWNL) image: http://www.flickr.com/photos/thechef2020/4318554501/
  2. 2. gue·ril·la [from Spanish, diminutive of guerra war]A member of an irregular, usuallyindigenous military or paramilitary unitoperating in small bands in occupiedterritory to harass and undermine theenemy, as by surprise raids. image: http://www.flickr.com/photos/fijneman/2971210465/
  3. 3. OPTIMIZATION FAILSWHEN YOU SURRENDER image: http://www.flickr.com/photos/portobeseno/2673925463/
  4. 4. “GUERILLA USABILITY IS ABOUT DEFEATINGTHE OLD SCHOOL WAY OF THINKING IN ASMART AND RESOURCEFUL MANNER.” ~ MATTHEW NIEDERBERGER
  5. 5. “THE ONLY WAY TO SUPPORT A REVOLUTIONIS TO MAKE YOUR OWN.” ~ ABBIE HOFFMAN image: http://www.flickr.com/photos/ibailemon/2870137723/
  6. 6. GUERILLA TACTICS• OPERATE IN SMALL TEAMS• REMAIN MOBILE• TAKE ADVANTAGE OF TERRAIN• MAINTAIN LOCAL SUPPORT• USE SMALL SUPPLIES OF ARMS
  7. 7. INSURGENT TRANSLATOR GUERILLANEES Keep your teams small, but skilled Be flexible with regards to projects and planning Make the most use of your unique knowledge Colleagues’ support matters more than management Get skilled in and make use of remote usability testing tools ✔
  8. 8. ONE MAN ARMY I AM NOT AFRAID OF YOU CORPORATE TYPES
  9. 9. BOOTCAMP IT’S TIME FOR A NEW REGIME
  10. 10. TIME TO GO TO BATTLE image: http://www.flickr.com/photos/olivierblaise/5522607861/
  11. 11. THE CRAZYEGG CONFLICTPRE STRIKE CHECKLIST- 1X CRAZYEGG ACCOUNT (WEAPON)- 1X CMS AGENT (LOCAL SUPPORT)CONFLICT BUDGET- CRAZYEGG $9- CHOCOLATES $3 (BRIBE FOR CMS AGENT)
  12. 12. THE CRAZYEGG CONFLICTGATHER INTELLIGENCE- SELECT AREA OF OPERATIONSAREA 1 -> HOMEPAGEAREA 2 -> LAST MINUTE PAGE
  13. 13. HOMEPAGE HOMEPAGE
  14. 14. HOMEPAGE HOMEPAGE LAST MINUTES
  15. 15. HOMEPAGE HOMEPAGE LAST MINUTES PRODUCTDESTINATION DATEDEPARTURESEARCH TYPEFREE SEARCH
  16. 16. THE CRAZYEGG CONFLICTPLAN COUP D’ETAT- REDESIGN STRUCTURE
  17. 17. BEHAVIORAL REDESIGN 610 PIXELS VS 280 PIXELS SAVED SPACE = ±54%
  18. 18. THE CRAZYEGG CONFLICT VIC ORY
  19. 19. “WHEN DICTATORSHIP IS A FACT,REVOLUTION BECOMES A RIGHT.” ~ VICTOR HUGO image: http://www.flickr.com/photos/nicoletbn/2877878649/
  20. 20. “THE MASSES ARE THE DECISIVEELEMENT, THEY ARE THE ROCK ONWHICH THE FINAL VICTORY OF THEREVOLUTION WILL BE BUILT.” ~ ROSA LUXEMBURG
  21. 21. REGROUP & REARM UIT RECR & image: http://www.flickr.com/photos/olivierblaise/5523862218/
  22. 22. THE PANEL PROTOCOLPRE 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)
  23. 23. THE PANEL PROTOCOLGATHER INTELLIGENCE- SELECT AREA OF OPERATIONS- SELECT VISITOR SEGMENTS- SETUP INTEGRATION
  24. 24. OPERATION KISSSETUP SURVEYDEFINE A QUESTIONDELETE ALL BUT 1 ANSWER
  25. 25. OPERATION KISSCONFIGURE SURVEYINVITE ALL VISITORSREDIRECT TO SURVEY*SINGLE CLICK CALL-TO-ACTION
  26. 26. OPERATION KISSALWAYS PREVIEW
  27. 27. OPERATION WUFOOSETUP SURVEYDEFINE SEGMENTS
  28. 28. OPERATION MONKEYINTEGRATE FORCES
  29. 29. OPERATION MONKEYMATCH DATA
  30. 30. OPERATION MONKEY
  31. 31. THE PANEL PROTOCOL P AR T I IPRE STRIKE CHECKLIST- THE PANEL PROTOCOL (WEAPON)- 1X USABILLA ACCOUNT (WEAPON)CONFLICT BUDGET- THE PANEL PROTOCOL $13- USABILLA FREE OR $49
  32. 32. THE PANEL PROTOCOL P AR T I IPLAN OF ATTACK HIPPO SALES PERSON MARKETEER
  33. 33. THE PANEL PROTOCOL P AR T I IJOINT STRIKETEST & RECRUIT SIMULTANEOUSLY
  34. 34. THE PANEL PROTOCOL THE ONE MAN VICTORY
  35. 35. FUNDING THE FIGHTIT STARTS WITH YOU- USE FREE OR CHEAP TOOLS- PAY UPFRONT, AMAZE YOUR BOSS- NO RESPECT? MAYBE FIND A BOSS WHO DOES
  36. 36. START YOUR BATTLETHE SMELL OF VICTORY- TRUST IN YOUR CAPABILITIES- FIND COLLABORATORS- OLD PROCESSES WERE MADE TO BE BROKEN- YOU ARE THE FRONTLINE IN UCD image: http://www.flickr.com/photos/olivierblaise/5523260813/
  37. 37. GRACIAS@MATTHEWNL image: http://www.flickr.com/photos/olivierblaise/5523260813/

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