The document discusses the importance of testing website designs using metrics and optimization. It shows how an existing design can be optimized through testing different elements like copy, images, icons, and structure and clarity. Testing small changes can lead to big improvements in important metrics like conversion rates and clicks. The goal is to find a better design by moving from a local maximum to a global maximum through iterative testing and optimization.

1. How small..
..changes big

2. hippies are the..
..best business men

3. two ways..
..of working

5. wrong focus..
..oh nein!

6. time changes..
..and so does perception

7. Local maxima

8. Existing design
Metrics-Driven Design The grass is always greener on other mountainsides.
Saturday, March 12, 2011

9. now
Existing design
Metrics-Driven Design The grass is always greener on other mountainsides.
Saturday, March 12, 2011

10. Optimized (local maxima)
now
Existing design
Metrics-Driven Design The grass is always greener on other mountainsides.
Saturday, March 12, 2011

11. Optimized (local maxima)
now
Potential improvement
Existing design
Metrics-Driven Design The grass is always greener on other mountainsides.
Saturday, March 12, 2011

12. Goal
Optimized (local maxima)
now
Better design
Existing design
Metrics-Driven Design The grass is always greener on other mountainsides.
Saturday, March 12, 2011

13. Goal
Optimized (local maxima)
now
Potential improvement
Better design
Existing design
Metrics-Driven Design The grass is always greener on other mountainsides.
Saturday, March 12, 2011

14. the importance of...
..testing in the context

15. 1% 2% 0,9%

16. ..but also!

17. the importance of...
..copy

18. 21,2%

19. 38,8%

20. +83%

21. the importance of...
..structure & clarity

23. +11,2%

24. +19,9%

25. the importance of...
..icons & copy

27. 1
World Class Hosting
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2
Lightning Fast Hosting
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3
Hosting You Can Trust
Safe, Secure and Reliable Hosting
4
Hosting You Can Trust
Safe, Secure and Reliable Hosting (Colored “You” and “Trust”

28. 1 2 3 4

30. +204%

31. the importance of...
...images

32. The magic glasses...

37. all together now!

38. Finito!

39. Images taken from:
• http://www.markmawson.com/
• http://diythemes.com/thesis/increase-conversions-split-testing/
• http://blog.hawkhost.com/2010/02/21/multivariate-testing-a-real-life-example/
• http://www.getelastic.com/test-size-color/
• http://bokardo.com/
• http://usableworld.com.au/
• http://www.telegraph.co.uk
• http://bestathomeworkouts.com/
• http://www.suggestsoft.com/soft/clock-desktop-com/balloon-clock-screensaver/
• http://davidsson-neppelberg.se/1234/magkansla
• http://www.veryangrytoad.com/funny-photos-of-evolution-in-every-things/