Prospective Optimization

Share these actual insights

Being a keynote speaker at a web analytics conference where you get to open for Avinash Kaushik… how many times does happen? Well, for me it was the first time and memorable one, too.

My keynote presentation titled “Prospective Optimization: Thomas Cook’s Travels Beyond Web Analytics (Data)” which I presented at the Web Analytics Congres 2012 in Houten, Netherlands, focused on how to research optimization opportunities when web analytics data tells you that something, somewhere is performing sub-optimal on your website.

Drilling for Conversion

With practical tips and advice anyone can discover what the real problem is and which optimization opportunities to execute. I used ‘Drilling for Oil’ as a metaphor for discovering optimization opportunities (let me know if you like it).

With this presentation, some narration is required because of the lack of bullet points, I go to show which roads you can take to find out WHY conversion rates are performing poorly and how to take action using real world examples.

Knowing how to swim isn’t enough

Keeping your head above water is just not enough anymore. We often get drowned in web analytics reports, if the Brady Bunch were web analysts you can imagine them screaming “It’s always Data, Data, Data”.

And so the office world goes on… Scrum here, Sprints there, but what are we really improving on the website? What information are we not getting out of web analytics to help us on the road to conversion rate optimization (and visitor satisfaction)?

Simple. Focussing too much on data will make you blind. I know, a strange analogy, but it is true. Use the steps discussed in my presentation or in previous blog posts to better understand your visitors’ needs.

Combining Research Methods

As with previous posts, the methods used in the presentation are methods that I have covered before on my blog. Methods such as:

Putting all these methods to work, in other words joining the insights gained from these methods… now that is where the magic begins. And this time, even you can be the magician.

My #WAC12 Keynote

http://speakerdeck.com/u/matthewniederberger/p/prospective-optimization-thomas-cooks-travels-beyond-web-analytics-data-1

View on Speakerdeck.com

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About Matthew Niederberger

Matthew works as Conversion Optimisation Manager at Ziggo BV. In his free time he enjoys family life as well as digging into online user research material whilst frequently generating some of his own, which he freely shares here on actualinsights.com.

Trackbacks

  1. [...] my experience with performing remote user research. Technically I did, with my presentation ‘Prospective Optimization‘ at the Dutch Web Analytics Conference back in March, but not specifically on this [...]

  2. [...] my experience with performing remote user research. Technically I did, with my presentation ‘Prospective Optimization‘ at the Dutch Web Analytics Conference back in March, but not specifically on this [...]

  3. [...] The bottom line is, is that visitor feedback is your goldmine which you can prospect for optimization ideas. [...]

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