Web analytics is far from perfect. Relying too much on it can slow or even kill your business. Decisions based on expert intuition can be more effective. Moreover, you will never change history, if you rely solely on analytics. So, do you have the balls to embrace intuition–driven design?

2. Intuition over analytics

7. Conversion optimization…

8. …has limits and drawbacks

9. I failed because I focused
on the wrong thing

10. Facebook Login Reduces
Ecommerce Sales
(Case Study)

13. Without Facebook Connect:
Conversions ↑ 3%
Revenues ↑ $10,000

14. “The a/b test just shows, that THIS
version of form is bad, not that
Facebook login reduces sales.”

16. Misinterpretation of analytical
data is a common mistake

17. Not the tools,
but the people matter

18. Biases and assumptions

19. “A person can make himself happy, or
miserable, regardless of what is
actually happening outside.”
— Mihaly Csikszentmihalyi

20. Never trust anyone with
a mortgage

22. Good data in wrong hands can
do a f*** harm.

23. Intuition–driven design
vs
Analytics–driven design

25. You can't measure everything

26. Segmentation

29. Can you measure the impact of
shutting display advertising
down?

30. Long term effects

31. Overhauling Facebook’s user
interface

32. You can’t make strategic business
decisions based on short term AB
tests

34. Benefits of intuition–driven
design

35. You will never change history, if
you rely solely on analytics data.

36. “True leaders have the ability to make
the right decision even with limited
information.”
— Warren Bennis

37. It's way cheaper and faster

38. Waiting for relevant and
statistically significant data can do
more harm than living without
analytics at all.

39. The story of Marissa Mayer

41. When designers wanted to
change the blue colour on
Google's homepage, they had to
do multivariate testing of 41
shades of blue to see which one
performs best.

42. "[…] data eventually becomes
a crutch for every decision, paralyzing
the company and preventing it from
making any daring design decisions."
– Doug Bowman

43. “We let the math and the data govern
how things look and feel.”
— Marissa Mayer

45. Year after Mayer took over Yahoo,
the company’s stock price was up
100 percent.

46. “True leaders have the ability to make
the right decision even with limited
information.”
— Warren Bennis

47. CONTACT
Jakub Karlec
@moojito
jakub@2fresh.cz