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Multivariate Testing & Conversion Tweaking Jason Cooper Director, Value Added Services jason_cooper November 11, 2009
Performance-Based Design We can no longer assume that what we think as designers is best for users. Nov. 1996 Oct. 1997 No...
<ul><li>Technology on the web is maturing </li></ul><ul><li>Broadband penetration </li></ul><ul><li>Down economy has made ...
<ul><li>Growing awareness of and interest in testing </li></ul><ul><li>Greater ROI through post-click optimization </li></...
<ul><li>To find the granular synergies that persuade visitors you need complex statistical analysis </li></ul><ul><li>Avai...
<ul><li>Simple Answer = EVERYTHING </li></ul><ul><li>Challenge is knowing where to start </li></ul>What Should You Test? <...
Specific Tweaks Call to Action Headline Brand Presentation Hero Shot /  Main Image Product Image Buttons Incentives “ The ...
Test What Matters Worst +15% +30%
The Data Inputs
<ul><li>“ Plans based on average assumptions are wrong on average. ” </li></ul><ul><li>-from  The Flaw of Averages  by Sam...
<ul><li>It depends on your business and the tools you have available </li></ul>How Should You Segment Your Data? Age Gende...
<ul><li>Qualitative data can provide flavor, texture, and nuance to quantitative data </li></ul><ul><li>Typically quantita...
<ul><li>Slice, dice, and compare data any way you can to find relevant relationships </li></ul><ul><li>Look for cause and ...
Twitter Spectrum
Facebook Lexicon
<ul><li>Google’s “41 shades of blue” </li></ul><ul><li>Involve all of your business units </li></ul><ul><li>Set aside a po...
<ul><li>Doubling your conversion rate is far easier (and cheaper) than doubling your traffic </li></ul><ul><li>Get to know...
Thank You. [email_address] Jason Cooper Director, Value Added Services jason_cooper November 11, 2009
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Specific Tweaks Call to Action Headline Brand Presentation Hero Shot / Main Image Product Image Buttons Incentives “ The Process”

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