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