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No Need To Take Notes! Download All Slides:
Foundational Data
@BritneyMuller #Pubcon
=
UX Best Practice + TM Intent
@BritneyMuller #Pubcon
@BritneyMuller #Pubcon
WHERE TO START?
@BritneyMuller #Pubcon
What Are People Asking
Before They Need You?
#1
@BritneyMuller #Pubcon
@BritneyMuller #Pubcon
@BritneyMuller #Pubcon
@BritneyMuller #Pubcon
@BritneyMuller #Pubcon
@BritneyMuller #Pubcon
@BritneyMuller #Pubcon
@BritneyMuller #Pubcon
@BritneyMuller #Pubcon
@BritneyMuller #Pubcon
MAKE
SOMETHING
10X!!!
@BritneyMuller #Pubcon
Solving Your User Intent
#2
Personas Have Different
Needs That You Need To Solve
For!
@BritneyMuller #Pubcon
Results Rob
Nervous Nancy
Customer Intent Hack?
b(adding|does|do|who|what|where|when|why|how|will|can|?|am|is|are|was|were|be|being|been|versus|vs|v...
b(adding|does|do|who|what|where|when|why|how|will|can|?|am|is|are|was|were|be|being|been|versus|vs|vs.|best)b
RegEx GOLD
@...
Get Emails Like This:
“Can you breastfeed after getting breast implants?”
Answer People’s Questions
Fast!
@BritneyMuller #Pubcon
Meta Description Fast!!! <--Dare you!
Why is this stuff so
critical?
@BritneyMuller #Pubcon
@BritneyMuller #Pubcon
SPEED!
#3
Average online attention span
is 6 seconds...
@BritneyMuller #Pubcon
A 1 Second Delay Can Result
In 7% Reduction In CRs.
AND Decrease Customer
Satisfaction By 16%!?!
gomez.com
@BritneyMuller ...
A Half-Second Delay Can
Result In 20% Reduction
In CRs.
@tim_ash
@BritneyMuller #Pubcon
Google Instant Pages
@BritneyMuller #Pubcon
47% of consumers expect a web
page to load in 2 seconds or
less
You Can Do That Too!!!
@BritneyMuller #Pubcon
Pre-Render / Pre-Fetch
@BritneyMuller #Pubcon
@BritneyMuller #Pubcon
Pre-resolve DNS hostnames for links later in the
page:
<link rel=”dns-prefetch” href=”hostname-to-resolve.com”>
Initiate e...
@BritneyMuller #Pubcon
Foundational UX
#4
@BritneyMuller #Pubcon
Gregory Ciotti @- Kiss Metrics:
https://blog.kissmetrics.com/eye-tracking-studies/
@BritneyMuller #Pubcon
Foundational Data:
CRO Best Practices
Gregory Ciotti @- Kiss Metrics:
https://blog.kissmetrics.com/eye-tracking-studies/
@BritneyMuller #Pubcon
Video Can’t Be
Ignored!
#5
YOUTUBE IS THE SECOND LARGEST SEARCH ENGINE!!!
74% of all internet traffic
in 2017 will be video
2014 Cisco Forecast : http://www.reelseo.com/2018-internet-traffic-video...
2014 Cisco Forecast : http://www.reelseo.com/2018-internet-traffic-video/#ixzz3neudSNFm
84% of all internet traffic
in 201...
Video Size Matters!
@BritneyMuller #Pubcon
540px X 400px
@BritneyMuller #Pubcon
Increase Play Rate By 19%
With A Color Change!
@BritneyMuller #Pubcon Wistia.com
Increase Play Rate By 19%
With A Color Change!
@BritneyMuller #Pubcon Wistia.com
Customizing your video
thumbnail can increase
play rate by 35%!
@BritneyMuller #Pubcon Wistia.com
@BritneyMuller #Pubcon
LET DATA WORK
FOR YOU!
#6
SCRAPING = POWER!!!
@BritneyMuller #Pubcon
YOUR IDEAS MATTER!
Data scraping: The technique in which a
computer program ext...
@BritneyMuller #Pubcon
SCRAPING = POWER!!!
=average(importxml(B4,"//div[@class='searchresults']|//td[@class='searchresultsdetailscellprice']"))
SCRAPING = POWER!!!
SCRAPING = POWER!!!
● Ruby
● Nokogiri
● Sinatra
+Heroku
OR
@BritneyMuller #Pubcon
DON’T KNOW CODE?
@BritneyMuller #Pubcon
RESEARCH & A/B TESTING TOOLS:
@BritneyMuller #Pubcon
The Best UX...
Is Invisible
@BritneyMuller #Pubcon
DYNAMIC TARGETING
Is The Future
@BritneyMuller #Pubcon
THANK YOU!
@BritneyMuller #Pubcon
Let foundational data be your
compass and stay curious!
-Brit
BONUS LUCKY ORANGE STORY?
@BritneyMuller #Pubcon
Pubcon Presentation - Foundational Data [Britney Muller]
Pubcon Presentation - Foundational Data [Britney Muller]
Pubcon Presentation - Foundational Data [Britney Muller]
Pubcon Presentation - Foundational Data [Britney Muller]
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Pubcon Presentation - Foundational Data [Britney Muller]

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Pubcon 2015 Data-Driven Marketing Presentation

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Pubcon Presentation - Foundational Data [Britney Muller]

  1. 1. http://bit.ly/1JVjzgb No Need To Take Notes! Download All Slides:
  2. 2. Foundational Data @BritneyMuller #Pubcon = UX Best Practice + TM Intent
  3. 3. @BritneyMuller #Pubcon
  4. 4. @BritneyMuller #Pubcon WHERE TO START?
  5. 5. @BritneyMuller #Pubcon What Are People Asking Before They Need You? #1
  6. 6. @BritneyMuller #Pubcon
  7. 7. @BritneyMuller #Pubcon
  8. 8. @BritneyMuller #Pubcon
  9. 9. @BritneyMuller #Pubcon
  10. 10. @BritneyMuller #Pubcon
  11. 11. @BritneyMuller #Pubcon
  12. 12. @BritneyMuller #Pubcon
  13. 13. @BritneyMuller #Pubcon
  14. 14. @BritneyMuller #Pubcon
  15. 15. @BritneyMuller #Pubcon
  16. 16. MAKE SOMETHING 10X!!!
  17. 17. @BritneyMuller #Pubcon Solving Your User Intent #2
  18. 18. Personas Have Different Needs That You Need To Solve For! @BritneyMuller #Pubcon
  19. 19. Results Rob
  20. 20. Nervous Nancy
  21. 21. Customer Intent Hack? b(adding|does|do|who|what|where|when|why|how|will|can|?|am|is|are|was|were|be|being|been|versus|vs|vs.|best)b RegEx GOLD @BritneyMuller #Pubcon
  22. 22. b(adding|does|do|who|what|where|when|why|how|will|can|?|am|is|are|was|were|be|being|been|versus|vs|vs.|best)b RegEx GOLD @BritneyMuller #Pubcon
  23. 23. Get Emails Like This: “Can you breastfeed after getting breast implants?”
  24. 24. Answer People’s Questions Fast! @BritneyMuller #Pubcon Meta Description Fast!!! <--Dare you!
  25. 25. Why is this stuff so critical? @BritneyMuller #Pubcon
  26. 26. @BritneyMuller #Pubcon SPEED! #3
  27. 27. Average online attention span is 6 seconds... @BritneyMuller #Pubcon
  28. 28. A 1 Second Delay Can Result In 7% Reduction In CRs. AND Decrease Customer Satisfaction By 16%!?! gomez.com @BritneyMuller #Pubcon
  29. 29. A Half-Second Delay Can Result In 20% Reduction In CRs. @tim_ash @BritneyMuller #Pubcon
  30. 30. Google Instant Pages @BritneyMuller #Pubcon
  31. 31. 47% of consumers expect a web page to load in 2 seconds or less
  32. 32. You Can Do That Too!!! @BritneyMuller #Pubcon
  33. 33. Pre-Render / Pre-Fetch @BritneyMuller #Pubcon
  34. 34. @BritneyMuller #Pubcon
  35. 35. Pre-resolve DNS hostnames for links later in the page: <link rel=”dns-prefetch” href=”hostname-to-resolve.com”> Initiate early fetch for current navigation links (Chrome): <link rel=”subresource” href=”/javascript/myapp.js”> Prerender page in background for future navigation (CTA!): <link rel=”prerender” href=”//example.com/call-to-action.com”> Google Resource: http://bit.ly/1RpHZVd@BritneyMuller #Pubcon
  36. 36. @BritneyMuller #Pubcon Foundational UX #4
  37. 37. @BritneyMuller #Pubcon
  38. 38. Gregory Ciotti @- Kiss Metrics: https://blog.kissmetrics.com/eye-tracking-studies/ @BritneyMuller #Pubcon
  39. 39. Foundational Data: CRO Best Practices Gregory Ciotti @- Kiss Metrics: https://blog.kissmetrics.com/eye-tracking-studies/
  40. 40. @BritneyMuller #Pubcon Video Can’t Be Ignored! #5 YOUTUBE IS THE SECOND LARGEST SEARCH ENGINE!!!
  41. 41. 74% of all internet traffic in 2017 will be video 2014 Cisco Forecast : http://www.reelseo.com/2018-internet-traffic-video/#ixzz3neudSNFm@BritneyMuller #Pubcon
  42. 42. 2014 Cisco Forecast : http://www.reelseo.com/2018-internet-traffic-video/#ixzz3neudSNFm 84% of all internet traffic in 2018 will be video @BritneyMuller #Pubcon
  43. 43. Video Size Matters! @BritneyMuller #Pubcon
  44. 44. 540px X 400px @BritneyMuller #Pubcon
  45. 45. Increase Play Rate By 19% With A Color Change! @BritneyMuller #Pubcon Wistia.com
  46. 46. Increase Play Rate By 19% With A Color Change! @BritneyMuller #Pubcon Wistia.com
  47. 47. Customizing your video thumbnail can increase play rate by 35%! @BritneyMuller #Pubcon Wistia.com
  48. 48. @BritneyMuller #Pubcon LET DATA WORK FOR YOU! #6
  49. 49. SCRAPING = POWER!!! @BritneyMuller #Pubcon YOUR IDEAS MATTER! Data scraping: The technique in which a computer program extracts data from human- readable output coming from another program.
  50. 50. @BritneyMuller #Pubcon
  51. 51. SCRAPING = POWER!!! =average(importxml(B4,"//div[@class='searchresults']|//td[@class='searchresultsdetailscellprice']"))
  52. 52. SCRAPING = POWER!!!
  53. 53. SCRAPING = POWER!!! ● Ruby ● Nokogiri ● Sinatra +Heroku OR @BritneyMuller #Pubcon
  54. 54. DON’T KNOW CODE? @BritneyMuller #Pubcon
  55. 55. RESEARCH & A/B TESTING TOOLS: @BritneyMuller #Pubcon
  56. 56. The Best UX... Is Invisible @BritneyMuller #Pubcon
  57. 57. DYNAMIC TARGETING Is The Future @BritneyMuller #Pubcon
  58. 58. THANK YOU! @BritneyMuller #Pubcon Let foundational data be your compass and stay curious! -Brit
  59. 59. BONUS LUCKY ORANGE STORY? @BritneyMuller #Pubcon

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