Data-Driven  Design Decisions  
Panel: Craig Green  Web Strategist at Network Solutions Jim Lane Director of User Experience for AddThis.com at Clearsprin...
Introductions <ul><li>Craig Green Web Strategist  </li></ul><ul><li>Network Solutions.  </li></ul><ul><li>  </li></ul><ul>...
Beauty isn't always Best <ul><li>We launched this navbar 3 years ago, it borrowed heavily from Apple's website at the time...
Beauty is the Beast (Continued). <ul><li>Ugly did better.  </li></ul><ul><li>Note that &quot;pretty&quot; has actions high...
Data can take you strange places <ul><li>We found that different transaction types respond to different cart designs.  </l...
Data Can Tell you When to Act <ul><li>Adding in the transactional potential of IOS/Android, we decided it was finally wort...
Cool, but how do I do this? <ul><ul><li>You've already got the basic tool set -- your web logs & GA. </li></ul></ul><ul><u...
Beakman & Jax Experiment <ul><li>A.  Two pages -- Button on one leads to the second page. </li></ul>B. Ask your friend to ...
How do I pick a Winner? <ul><li>200 conversions is a basic rule of thumb.  </li></ul><ul><li>  </li></ul><ul><li>  </li></...
 
 
 
 
 
 
 
 
 
ClickTale - Clicks
ClickTale – Mouse Movement
ClickTale – Scroll Reach
ClickTale – Attention
ClickTale Lots of search bar usage
ClickTale Lots of search bar usage For links contained on this page (dining, housing, student organizations)
ClickTale surprisingly low number of clicks
ClickTale surprisingly low number of clicks surprisingly high number of clicks
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Panel: Craig Green  Web Strategist at Network Solutions Jim Lane Director of User Experience for AddThis.com at Clearsprin...
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Refresh DC: Data-Driven Design Decisions

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Slides from the May 2011 Refresh DC panel on the science of making data-driven design decisions and the art of knowing when to listen and when to ignore the numbers..

Panelists included:
• Craig Green, Web Strategist at Network Solutions
•Jim Lane, Director of User Experience for AddThis.com at Clearspring Technologies
•Paul Koch, Marketing Specialist at Viget Labs

Moderated by :
•Greg Robleto, Director of User Experience Design at The Motley Fool

Published in: Technology, Design
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  • This is for Craig Note that the differences were in total # of orders (conversion) vs. total per order (same conversion, increased ticket).
  • Craig We have talked about creating a cool mobile site for years, but only this year did the data finally make enough since to put the effort in.
  • Refresh DC: Data-Driven Design Decisions

    1. 1. Data-Driven Design Decisions  
    2. 2. Panel: Craig Green Web Strategist at Network Solutions Jim Lane Director of User Experience for AddThis.com at Clearspring Technologies Paul Koch Marketing Specialist at Viget Labs Moderator:  Greg Robleto Director of User Experience Design at The Motley Fool
    3. 3. Introductions <ul><li>Craig Green Web Strategist  </li></ul><ul><li>Network Solutions.  </li></ul><ul><li>  </li></ul><ul><li>Let the Data Take You Away... </li></ul><ul><li>  </li></ul>
    4. 4. Beauty isn't always Best <ul><li>We launched this navbar 3 years ago, it borrowed heavily from Apple's website at the time. </li></ul><ul><li>We all loved it, it was clean, clear and simple. </li></ul><ul><li>Traffic, though, dropped. </li></ul><ul><li>The &quot;Gapped Toothed Monster&quot; beat it by 169% in click volume. </li></ul>
    5. 5. Beauty is the Beast (Continued). <ul><li>Ugly did better.  </li></ul><ul><li>Note that &quot;pretty&quot; has actions higher on page, clearer price message, and clear list of features, all driven by UX best practices.... </li></ul>Pretty New Page Ugly Old Page
    6. 6. Data can take you strange places <ul><li>We found that different transaction types respond to different cart designs.  </li></ul><ul><li>New customers preferred the design on the left - better conversion. </li></ul><ul><li>Renewing customers preferred the design on the right -- better cash.  </li></ul>
    7. 7. Data Can Tell you When to Act <ul><li>Adding in the transactional potential of IOS/Android, we decided it was finally worth our while to build out a fully transactional mobile site. </li></ul><ul><li>  </li></ul><ul><li>Any other previous time would have been premature or brochure-ware content. </li></ul>After 6 years of talking about Mobile, the time had come to act.   For our site,  Mobile Traffic Increased 6x in  the last 16 months.   
    8. 8. Cool, but how do I do this? <ul><ul><li>You've already got the basic tool set -- your web logs & GA. </li></ul></ul><ul><ul><ul><li>Conversion from page to page </li></ul></ul></ul><ul><ul><ul><li>Conversion to a given goal (Cart, lead-gen page, acct login, etc) </li></ul></ul></ul><ul><ul><li>Use a web log tool, and figure out how your pages are doing. </li></ul></ul><ul><ul><li>Google Webmaster Toolkit has a basic A/B test framework that works with GA -- you code up your original and test pages, then Google does the rest. </li></ul></ul><ul><ul><li>Higher -end solutions are available from Omniture, VisualWebsiteOptimizer, etc.  </li></ul></ul><ul><ul><li>Ninjabuttons -- Tests buttons, and a great way to start. </li></ul></ul>
    9. 9. Beakman & Jax Experiment <ul><li>A.  Two pages -- Button on one leads to the second page. </li></ul>B. Ask your friend to write some JavaScript, so 1/2 the traffic goes to one page, and 1/2 goes to the next. C. Look in your web logs, and see which page converted best.
    10. 10. How do I pick a Winner? <ul><li>200 conversions is a basic rule of thumb. </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>There's lot's of math to do it well, but most off-shelf tools do that for you. </li></ul><ul><li>If your test has no winner, then  pick the one you like best, and start another test! </li></ul>
    11. 20. ClickTale - Clicks
    12. 21. ClickTale – Mouse Movement
    13. 22. ClickTale – Scroll Reach
    14. 23. ClickTale – Attention
    15. 24. ClickTale Lots of search bar usage
    16. 25. ClickTale Lots of search bar usage For links contained on this page (dining, housing, student organizations)
    17. 26. ClickTale surprisingly low number of clicks
    18. 27. ClickTale surprisingly low number of clicks surprisingly high number of clicks
    19. 28. ClickTale
    20. 29. ClickTale
    21. 30. ClickTale
    22. 31. ClickTale
    23. 32. ClickTale
    24. 33. ClickTale
    25. 34. ClickTale
    26. 35. ClickTale
    27. 36. ClickTale
    28. 37. ClickTale
    29. 38. ClickTale
    30. 41. Panel: Craig Green Web Strategist at Network Solutions Jim Lane Director of User Experience for AddThis.com at Clearspring Technologies Paul Koch Marketing Specialist at Viget Labs Moderator:  Greg Robleto Email: [email_address]   Twitter: robleto Director of User Experience Design at The Motley Fool

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