Quantitative Or Qualitative

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Quantitative Or Qualitative: That's the question!

Be sure to check out some other 'Optimization' presentations we gave at our Client Afternoon.

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  • So – How to get there
  • Quantitative Or Qualitative

    1. 1. Quantitative or Qualitative ?<br />That is the question !<br />LBi’s Client Afternoon4th February 2010<br />
    2. 2. Contents<br />A/B live test – guess the outcome<br />Understanding the key challenges<br />Business Value<br />Data Ecosystem<br />Quantitative measure performance<br />Condition for activating user<br />GatherQuali & Quanti data<br />Cloosing the loop<br />Test R<br />
    3. 3. A/B live test – Guess the outcome<br />
    4. 4. Understanding the Key Challenges<br />
    5. 5. Understanding the Key Challenges<br />Yourwebsiteis unique<br />Getting access to relevant data<br />Translate data into actionable information <br />
    6. 6. Business Value<br />
    7. 7. Business Value<br />Bye-bye speculation; test<br />
    8. 8. Business Value<br />Minimize conversion<br />“friction & anxiety”<br />
    9. 9. Business Value<br />Increase return<br />on marketing investment (ROMI)<br />
    10. 10. Business Value<br />We can be wrong,<br />user’s actions decide optimal design<br />
    11. 11. Business Value<br />Eliminate risk of new design<br />reducing conversion<br />
    12. 12. Data Ecosystem<br />
    13. 13. Data Ecosystem<br />The What<br />The Why<br />Optimization<br />Act On <br />Information<br />Act On <br />Information<br />Quantitative<br />Qualitative<br />Gather<br />User Behavior<br />Gather<br />User Experience<br />Measurementtools<br />
    14. 14. Data Ecosystem<br />The What<br />The Why<br />Optimization<br />Act On <br />Information<br />Act On <br />Information<br />Quantitative<br />Qualitative<br />Gather<br />User Behavior<br />Gather<br />User Experience<br />Measurementtools<br />
    15. 15. Quantitative Measure Performance<br />
    16. 16. Data Ecosystem<br />The What<br />The Why<br />Optimization<br />Act On <br />Information<br />Act On <br />Information<br />Quantitative<br />Qualitative<br />Gather<br />User Behavior<br />Gather<br />User Experience<br />Measurementtools<br />
    17. 17. Conditions for activatingusers<br />
    18. 18. Conditions For Activating Users <br />Accessibility<br />Functionality<br />Usability<br />Likeability<br />Sociability<br />Playability<br />
    19. 19. Gather qualitative data<br />
    20. 20. Gather qualitative data <br />
    21. 21. Gather qualitative data <br />FOCUS<br />2 different kinds of approach<br /> Shotgun<br /> Laser<br />
    22. 22. Gather qualitative data <br />Analytics<br />Ideal use : For Monitoring & reportingtraffic and conversion rates<br />Limitation: Measurement, no optimization<br />A/B split testing<br />Ideal use : Best Testing for two or more pages<br />Limitation: RequireAnalyst to infer insight « why »<br />Multivariatetesting<br />Ideal use : Test differentcombinationsimultaneouslywhenyou<br />want to emprovepreformance<br />Limitation: Requiresufficenttraffic and conversion<br />
    23. 23. Gather qualitative data <br />Online questionnaires<br />Ideal use : inside on who, what income, education, profession, use <br />Limitation: no data for: likeability, ease of use, the why of drop out page<br />Online mouse tracking<br />Ideal use : inspiration, navigating on page level<br />Limitation: no data on: sequence of pages, xperience, ease of use<br />User testing<br />Ideal use : identify usability issues, expectations, likeability, perception, know why there are gaps in the funnel <br />Limitation: no data conversion, less figures <br />
    24. 24. REPEAT<br />TEST<br />Know what<br />youwant !<br />Act on<br />combined insight<br />Prioritize efforts<br />[based on ROI]<br /> Know your<br /> audience<br />expectations<br />Measure the<br />Site & User Metrics<br />LEARN<br />London, 8 February, 2010 | | 24<br />
    25. 25. A/B Testing<br />
    26. 26. 1<br />1<br />6<br />2<br />3<br />1<br />4<br />10<br />6<br />2<br />2<br />8<br />9<br />6<br />3<br />4<br />3<br />5<br />8<br />4<br />5<br />11<br />7<br />5<br />7<br />
    27. 27. 1<br />1<br />4<br />5<br />1<br />2<br />5<br />5<br />3<br />3<br />6<br />2<br />3<br />2<br />4<br />4<br />
    28. 28. A/B Test<br />Guess The Outcome !<br />
    29. 29.
    30. 30. Contact Us<br />Laurence VandelanotteStrategy and Planning Director<br />Laurence.Vandelanotte@lbigroup.be<br />Direct: +32 (0) 2 730 83 84<br />Mobile: +32 (0)473 41 20 80<br />LBi BelgiumVorstlaan 191 Bd du SouverainB-1160 BrusselsBelgium<br />

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