Site Optimization:
Necessities You Need Now
@chriscocca
Luxury Interactive 2013
Plan
Test
MeasureThe
optimization
process
#1
Make optimization a
bigger goal.
#1
Source: http://flic.kr/p/eb1RnH
Your conversion team
Build your
optimization team
Move the user to
the center.
#2
Insights
Ideas
Create User Scenarios
Include any and all touchpoints –
each represents an opportunity for
optimization.
Criteria &
Measurement
What’s Next?
• Borrow from software development.
• Review and rank all the ideas with your buds
using your criteria.
• At ...
#3
Getting
things done.
(or, what I wish I knew before I started).
Source: http://www.socialtalent.co/
“Oh, we’ll just
A/B test that.”
“Wait… what was
your methodology
for this?”
“We can’t
measure it…
let’s not do it.”
Things to know
• Sharing the goal of optimization frees you to
focus on users and opportunities, not channels.
• Use a var...
More things to know
• There are many tools to get things done, but…
– It takes time.
– Methodology matters.
– Some things ...
Thank you.
Site Optimization: Necessities You Need Now
Site Optimization: Necessities You Need Now
Site Optimization: Necessities You Need Now
Site Optimization: Necessities You Need Now
Site Optimization: Necessities You Need Now
Site Optimization: Necessities You Need Now
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Site Optimization: Necessities You Need Now

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Chris Cocca discusses the website optimization approach at Four Seasons Hotels and Resorts, along with tools being used and some of the challenges that come along the way.

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Site Optimization: Necessities You Need Now

  1. 1. Site Optimization: Necessities You Need Now @chriscocca Luxury Interactive 2013
  2. 2. Plan Test MeasureThe optimization process
  3. 3. #1 Make optimization a bigger goal. #1
  4. 4. Source: http://flic.kr/p/eb1RnH
  5. 5. Your conversion team Build your optimization team
  6. 6. Move the user to the center. #2
  7. 7. Insights Ideas
  8. 8. Create User Scenarios Include any and all touchpoints – each represents an opportunity for optimization.
  9. 9. Criteria & Measurement
  10. 10. What’s Next? • Borrow from software development. • Review and rank all the ideas with your buds using your criteria. • At each meeting, discuss the new ones and fight about priorities.
  11. 11. #3 Getting things done. (or, what I wish I knew before I started).
  12. 12. Source: http://www.socialtalent.co/
  13. 13. “Oh, we’ll just A/B test that.”
  14. 14. “Wait… what was your methodology for this?”
  15. 15. “We can’t measure it… let’s not do it.”
  16. 16. Things to know • Sharing the goal of optimization frees you to focus on users and opportunities, not channels. • Use a variety tools to help you build better use cases and scenarios across all touchpoints. • Measure the each tactic the right way.
  17. 17. More things to know • There are many tools to get things done, but… – It takes time. – Methodology matters. – Some things are hard to measure. Do them anyways. • A good optimization program in place lays the foundation for personalization.
  18. 18. Thank you.

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