Site Optimization: Necessities You Need Now

@chriscoccaLuxury Interactive 2013

Plan

Test

MeasureThe optimization process

?

#1

Make optimization a bigger goal.

#1

Source: http://flic.kr/p/eb1RnH

Your conversion team

Build your optimization team

Move the user to the center.

#2

Insights

Ideas

Create User Scenarios

Include any and all touchpoints – each represents an opportunity for optimization.

Criteria & Measurement

What’s Next?

• Borrow from software development.

• Review and rank all the ideas with your buds using your criteria.

• At each meeting, discuss the new ones and fight about priorities.

#3Getting things done.(or, what I wish I knew before I started).

Source: http://www.socialtalent.co/

“Oh, we’ll just A/B test that.”

“Wait… what was your methodology for this?”

“We can’t measure it… let’s not do it.”

Things to know

• Sharing the goal of optimization frees you to focus on users and opportunities, not channels.

• Use a variety tools to help you build better use cases and scenarios across all touchpoints.

• Measure the each tactic the right way.

More things to know

• There are many tools to get things done, but…– It takes time.– Methodology matters. – Some things are hard to measure. Do them

anyways.

• A good optimization program in place lays the foundation for personalization.

Thank you.