Opticon 2015-UX That Doesn’t Make You Think: Removing Friction and Cognitive Overhead
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Featuring speakers from Volusion, Optimizely Merritt Aho, Sr. Digital Analyst, Volusion Ryan Lillis, Strategic Consultant, Optimizely When words like ‘intuitive’ and ‘convenient’ mean different things to different people and both are often a far cry from ‘effective’, how do you think about the user experience? How do you develop test hypotheses in a way that sets you up to beat the 20% industry-average win rate? Join for an in-depth look at methods and case studies that will help you get inside consumers’ heads to win the optimization game.
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Opticon 2015-UX That Doesn’t Make You Think: Removing Friction and Cognitive Overhead
- 1. #opticon2015 UX That Doesn’t Make You Think: Removing Friction and Cognitive Overhead Merritt Aho Sr Digital Analyst, Volusion @alphanumerritt merritt_aho@volusion.com @OptimizelyRL Ryan Lillis Strategy Consultant, Optimizely ryan.lillis@optimizely.com
- 5. amused [uh-myoozd] adjective 1. pleasurably entertained, occupied or diverted. 2. aroused to mirth. 3. Merritt. @alphanumerritt @OptimizelyRL
- 7. the most important KPI how to improve it process for perfection @alphanumerritt @OptimizelyRL
- 9. .367 career batting average .251 MLB average 2014 @alphanumerritt @OptimizelyRL
- 10. 52 tests per year 2%(rel.) increase in KPI $842k per win @alphanumerritt @OptimizelyRL
- 11. Worth $6.7MM 15% win rate = 8 wins @alphanumerritt @OptimizelyRL
- 12. Worth $8.4MM 20% win rate = 10 wins @alphanumerritt @OptimizelyRL
- 13. Improving your win rate is the single best thing you can do for your testing program. @alphanumerritt @OptimizelyRL
- 15. @alphanumerritt @OptimizelyRL You see it ≠ I see it
- 16. Return visitor bias makes it impossible to see through the eyes of your users just by thinking about it. @alphanumerritt @OptimizelyRL
- 17. the most important KPI how to improve it process for perfection @alphanumerritt @OptimizelyRL
- 18. @alphanumerritt @OptimizelyRL Jeff Sauro does it right ! www.measuringu.com!
- 20. Screeners to get the right audience @alphanumerritt @OptimizelyRL
- 21. @alphanumerritt @OptimizelyRL Questions that don’t confuse/corrupt Spend a good amount of time navigating the site, while answering the following questions: (1) Does the information presented clearly communicate what your next steps of action should be? (2)What information do you need to help make a purchase decision? (3) Do you feel more inclined to purchase a solution, or signup for a free trial, after browsing the site? Evaluate the site thoroughly. Is it clear, easy, and complete? Would you sign up for this?
- 22. Keep it stupid simple. @alphanumerritt @OptimizelyRL
- 23. Always start with a pilot. @alphanumerritt @OptimizelyRL
- 24. @alphanumerritt @OptimizelyRL Analysis for posterity
- 25. The unspoken and undone are every bit as critical as their counterparts. @alphanumerritt @OptimizelyRL
- 26. competitive usertesting… because you can. @alphanumerritt @OptimizelyRL
- 30. Purchases +10% 93% confidence Free-trials +6% 89% confidence Video plays +7% 93% confidence @alphanumerritt @OptimizelyRL
- 33. Resubmits -9% 99% confidence
- 34. -26% Features clicks -14% Pricing clicks @alphanumerritt @OptimizelyRL
- 35. out of: focus, sight, mind @alphanumerritt @OptimizelyRL
- 36. Trials +4% 95% confidence Engagement +1% 83% confidence Purchases +4% 71% confidence @alphanumerritt @OptimizelyRL
- 37. There’s gold in them hills. and by ‘hills’ I mean ‘your data’ @alphanumerritt @OptimizelyRL
- 39. was free! is free small fee! @alphanumerritt @OptimizelyRL
- 41. Purchases +14% 90% confidence Templates views +5% 92% confidence
- 42. Qualitative data + Quantitative data winning @alphanumerritt @OptimizelyRL
- 43. the most important KPI how to improve it process for perfection @alphanumerritt @OptimizelyRL
- 45. Discipline.
- 46. 15% 15% 15% 25% 30% 50% 30% 20% 15% 20% % of Tests Win Rate 25% blended win rate @alphanumerritt @OptimizelyRL
- 47. the most important KPI how to improve it process for perfection @alphanumerritt @OptimizelyRL
- 48. Rock the test.
- 49. #opticon2015 Thanks! Now go home. Merritt Aho Sr Digital Analyst, Volusion @alphanumerritt merritt_aho@volusion.co m Ryan Lillis Strategy Consultant, Optimizely @OptimizelyRL ryan.lillis@optimizely.com