Steven Walker  – Lead Designer at Groupon @to_morrow
Disclaimer: This equation makes no sense.
Converting means testing <ul><li>Converting at Groupon means to run educated tests, often. </li></ul>
Smart tests = Smart converters
Smart tests = Smart converters <ul><li>If you test smart, you'll convert the users you are looking for. The best ones for ...
Smart tests = Smart converters <ul><li>If you test smart, you'll convert the users you are looking for. The best ones for ...
Smart tests = Smart converters <ul><li>If you test smart, you'll convert the users you are looking for. The best ones for ...
Small, Simple and Plentiful
Small, Simple and Plentiful <ul><li>Sweeping changes are useless </li></ul>
Small, Simple and Plentiful <ul><li>Sweeping changes are useless  </li></ul><ul><li>Tiny tests eliminates guessing in post...
Small, Simple and Plentiful <ul><li>Sweeping changes are useless </li></ul><ul><li>Tiny tests eliminates guessing in post ...
Small, Simple and Plentiful <ul><li>Sweeping changes are useless </li></ul><ul><li>Tiny tests eliminates guessing in post ...
 
 
 
 
Twice as many conversions doesn't mean twice the cheese
Twice as many conversions doesn't mean twice the cheese <ul><li>Know when you trust your tests, they will lie to you!  </l...
Twice as many conversions doesn't mean twice the cheese <ul><li>Know when you trust your tests, they will lie to you! </li...
Twice as many conversions doesn't mean twice the cheese <ul><li>Know when you trust your tests, they will lie to you! </li...
Acting rash will cost you cash
Acting rash will cost you cash <ul><li>I just wanted to make a cheesy, rhyming slide </li></ul>
Acting rash will cost you cash <ul><li>I just wanted to make a cheesy, rhyming slide </li></ul><ul><li>“ Holy shit, #24 is...
Acting rash will cost you cash <ul><li>I just wanted to make a cheesy, rhyming slide  </li></ul><ul><li>“ Holy shit, #24 i...
Let “dummies” inform your decisions
Let “dummies” inform your decisions <ul><li>“ We are the designers, why don't they let us do our job?”  </li></ul>
Let “dummies” inform your decisions <ul><li>“ We are the designers, why don't they let us do our job?” </li></ul><ul><li>L...
Let “dummies” inform your decisions <ul><li>“ We are the designers, why don't they let us do our job?” </li></ul><ul><li>L...
 
 
You won't understand until the test is done.
You won't understand until the test is done. <ul><li>Operate like this and you'll learn more in the process </li></ul>
You won't understand until the test is done. <ul><li>Operate like this and you'll learn more in the process </li></ul><ul>...
You won't understand until the test is done. <ul><li>Operate like this and you'll learn more in the process </li></ul><ul>...
You won't understand until the test is done. <ul><li>Operate like this and you'll learn more in the process </li></ul><ul>...
Groupon's Revenue #'s and  In-Depth Test Results Analysis
Thanks!
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Warm Gun: Designing for Conversion: Converting Their Pants Off!

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Steven Walker, GroupOn

Warm Gun: the 1-day conference about measurable design
www.warmgun.com

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Warm Gun: Designing for Conversion: Converting Their Pants Off!

  1. Steven Walker – Lead Designer at Groupon @to_morrow
  2. Disclaimer: This equation makes no sense.
  3. Converting means testing <ul><li>Converting at Groupon means to run educated tests, often. </li></ul>
  4. Smart tests = Smart converters
  5. Smart tests = Smart converters <ul><li>If you test smart, you'll convert the users you are looking for. The best ones for your business. </li></ul>
  6. Smart tests = Smart converters <ul><li>If you test smart, you'll convert the users you are looking for. The best ones for your business. </li></ul><ul><li>Test dumb, you'll get dumb users that are worthless. </li></ul>
  7. Smart tests = Smart converters <ul><li>If you test smart, you'll convert the users you are looking for. The best ones for your business. </li></ul><ul><li>Test dumb, you'll get dumb users that are worthless. </li></ul><ul><li>Testing smart means having a schedule. </li></ul>
  8. Small, Simple and Plentiful
  9. Small, Simple and Plentiful <ul><li>Sweeping changes are useless </li></ul>
  10. Small, Simple and Plentiful <ul><li>Sweeping changes are useless </li></ul><ul><li>Tiny tests eliminates guessing in post </li></ul>
  11. Small, Simple and Plentiful <ul><li>Sweeping changes are useless </li></ul><ul><li>Tiny tests eliminates guessing in post </li></ul><ul><li>Quickly iterating, more tests </li></ul>
  12. Small, Simple and Plentiful <ul><li>Sweeping changes are useless </li></ul><ul><li>Tiny tests eliminates guessing in post </li></ul><ul><li>Quickly iterating, more tests </li></ul><ul><li>Iterate into complexity </li></ul>
  13.  
  14.  
  15.  
  16.  
  17. Twice as many conversions doesn't mean twice the cheese
  18. Twice as many conversions doesn't mean twice the cheese <ul><li>Know when you trust your tests, they will lie to you! </li></ul>
  19. Twice as many conversions doesn't mean twice the cheese <ul><li>Know when you trust your tests, they will lie to you! </li></ul><ul><li>What is post experience? Do users know what just happened? Have you already lost them? </li></ul>
  20. Twice as many conversions doesn't mean twice the cheese <ul><li>Know when you trust your tests, they will lie to you! </li></ul><ul><li>What is post experience? Do users know what just happened? Have you already lost them? </li></ul><ul><li>Try to understand the value of a customer? </li></ul>
  21. Acting rash will cost you cash
  22. Acting rash will cost you cash <ul><li>I just wanted to make a cheesy, rhyming slide </li></ul>
  23. Acting rash will cost you cash <ul><li>I just wanted to make a cheesy, rhyming slide </li></ul><ul><li>“ Holy shit, #24 is converting at 50%. Stop all tests and point everything at that one!! We found the perfect design!” </li></ul>
  24. Acting rash will cost you cash <ul><li>I just wanted to make a cheesy, rhyming slide </li></ul><ul><li>“ Holy shit, #24 is converting at 50%. Stop all tests and point everything at that one!! We found the perfect design!” </li></ul><ul><li>It's your job NOT to be this person </li></ul>
  25. Let “dummies” inform your decisions
  26. Let “dummies” inform your decisions <ul><li>“ We are the designers, why don't they let us do our job?” </li></ul>
  27. Let “dummies” inform your decisions <ul><li>“ We are the designers, why don't they let us do our job?” </li></ul><ul><li>Leave your ego and preferences at the door </li></ul>
  28. Let “dummies” inform your decisions <ul><li>“ We are the designers, why don't they let us do our job?” </li></ul><ul><li>Leave your ego and preferences at the door </li></ul><ul><li>YOU ARE NEVER GOING TO USE THIS </li></ul>
  29.  
  30.  
  31. You won't understand until the test is done.
  32. You won't understand until the test is done. <ul><li>Operate like this and you'll learn more in the process </li></ul>
  33. You won't understand until the test is done. <ul><li>Operate like this and you'll learn more in the process </li></ul><ul><li>Speed is imperative, cut time in half </li></ul>
  34. You won't understand until the test is done. <ul><li>Operate like this and you'll learn more in the process </li></ul><ul><li>Speed is imperative, cut time in half </li></ul><ul><li>Wild cards work </li></ul>
  35. You won't understand until the test is done. <ul><li>Operate like this and you'll learn more in the process </li></ul><ul><li>Speed is imperative, cut time in half </li></ul><ul><li>Wild cards work </li></ul><ul><li>Gamble </li></ul>
  36. Groupon's Revenue #'s and In-Depth Test Results Analysis
  37. Thanks!

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