Quantitative Or Qualitative: That's the question! Be sure to check out some other 'Optimization' presentations we gave at our Client Afternoon.

1. Quantitative or Qualitative ? That is the question ! LBi’s Client Afternoon4th February 2010

2. Contents A/B live test – guess the outcome Understanding the key challenges Business Value Data Ecosystem Quantitative measure performance Condition for activating user GatherQuali & Quanti data Cloosing the loop Test R

3. A/B live test – Guess the outcome

4. Understanding the Key Challenges

5. Understanding the Key Challenges Yourwebsiteis unique Getting access to relevant data Translate data into actionable information

6. Business Value

7. Business Value Bye-bye speculation; test

8. Business Value Minimize conversion “friction & anxiety”

9. Business Value Increase return on marketing investment (ROMI)

10. Business Value We can be wrong, user’s actions decide optimal design

11. Business Value Eliminate risk of new design reducing conversion

12. Data Ecosystem

13. Data Ecosystem The What The Why Optimization Act On Information Act On Information Quantitative Qualitative Gather User Behavior Gather User Experience Measurementtools

14. Data Ecosystem The What The Why Optimization Act On Information Act On Information Quantitative Qualitative Gather User Behavior Gather User Experience Measurementtools

15. Quantitative Measure Performance

16. Data Ecosystem The What The Why Optimization Act On Information Act On Information Quantitative Qualitative Gather User Behavior Gather User Experience Measurementtools

17. Conditions for activatingusers

18. Conditions For Activating Users Accessibility Functionality Usability Likeability Sociability Playability

19. Gather qualitative data

20. Gather qualitative data

21. Gather qualitative data FOCUS 2 different kinds of approach Shotgun Laser

22. Gather qualitative data Analytics Ideal use : For Monitoring & reportingtraffic and conversion rates Limitation: Measurement, no optimization A/B split testing Ideal use : Best Testing for two or more pages Limitation: RequireAnalyst to infer insight « why » Multivariatetesting Ideal use : Test differentcombinationsimultaneouslywhenyou want to emprovepreformance Limitation: Requiresufficenttraffic and conversion

23. Gather qualitative data Online questionnaires Ideal use : inside on who, what income, education, profession, use Limitation: no data for: likeability, ease of use, the why of drop out page Online mouse tracking Ideal use : inspiration, navigating on page level Limitation: no data on: sequence of pages, xperience, ease of use User testing Ideal use : identify usability issues, expectations, likeability, perception, know why there are gaps in the funnel Limitation: no data conversion, less figures

24. REPEAT TEST Know what youwant ! Act on combined insight Prioritize efforts [based on ROI] Know your audience expectations Measure the Site & User Metrics LEARN London, 8 February, 2010 | | 24

25. A/B Testing

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28. A/B Test Guess The Outcome !

30. Contact Us Laurence VandelanotteStrategy and Planning Director Laurence.Vandelanotte@lbigroup.be Direct: +32 (0) 2 730 83 84 Mobile: +32 (0)473 41 20 80 LBi BelgiumVorstlaan 191 Bd du SouverainB-1160 BrusselsBelgium