WhatUsersDo Product Tank October 2013
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Data-Driven NonsenseOctober 2013
Lee Duddell
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It’s not what I think
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This evening
• Data richness• Incomplete, Incremental & Interpretation• What you can do
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Aren’t we rich?
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BUT, they only answer…
• What?• When?• Where?• How many?• For how long?
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Three reasons why “Why?” matters
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1. Incomplete
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• Because it’s hard to checkout• Because they want the full experience
67%of users start on a SmartPhone& finish on a computer (Google)
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Made “Why?” centralConversion up 39%Sales up 10%
We deliver incredible results2. Incremental
Small conversion increaseNot sure whyExperiments are guesses
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3. Interpretation
62% base design decisions on hunches and guesswork
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Ditch Data for Insight
IncompleteIncrementalInterpretation
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How?
Use Livechat for one day on one page
Guerrilla usability test
Speak to your customer service staff
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STOP guessing. Find out WHY.