How small changes big
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The document discusses the importance of testing website designs using metrics and optimization. It shows how an existing design can be optimized through testing different elements like copy, images, icons, and structure and clarity. Testing small changes can lead to big improvements in important metrics like conversion rates and clicks. The goal is to find a better design by moving from a local maximum to a global maximum through iterative testing and optimization.
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How small changes big
- 1. How small.. ..changes big
- 2. hippies are the.. ..best business men
- 3. two ways.. ..of working
- 5. wrong focus.. ..oh nein!
- 6. time changes.. ..and so does perception
- 7. Local maxima
- 8. Existing design Metrics-Driven Design The grass is always greener on other mountainsides. Saturday, March 12, 2011
- 9. now Existing design Metrics-Driven Design The grass is always greener on other mountainsides. Saturday, March 12, 2011
- 10. Optimized (local maxima) now Existing design Metrics-Driven Design The grass is always greener on other mountainsides. Saturday, March 12, 2011
- 11. Optimized (local maxima) now Potential improvement Existing design Metrics-Driven Design The grass is always greener on other mountainsides. Saturday, March 12, 2011
- 12. Goal Optimized (local maxima) now Better design Existing design Metrics-Driven Design The grass is always greener on other mountainsides. Saturday, March 12, 2011
- 13. Goal Optimized (local maxima) now Potential improvement Better design Existing design Metrics-Driven Design The grass is always greener on other mountainsides. Saturday, March 12, 2011
- 14. the importance of... ..testing in the context
- 15. 1% 2% 0,9%
- 16. ..but also!
- 17. the importance of... ..copy
- 18. 21,2%
- 19. 38,8%
- 20. +83%
- 21. the importance of... ..structure & clarity
- 23. +11,2%
- 24. +19,9%
- 25. the importance of... ..icons & copy
- 27. 1 World Class Hosting Safe, Secure and Reliable Hosting 2 Lightning Fast Hosting You wonโt find faster servers 3 Hosting You Can Trust Safe, Secure and Reliable Hosting 4 Hosting You Can Trust Safe, Secure and Reliable Hosting (Colored โYouโ and โTrustโ
- 28. 1 2 3 4
- 30. +204%
- 31. the importance of... ...images
- 38. Finito!
- 39. Images taken from: โข http://www.markmawson.com/ โข http://diythemes.com/thesis/increase-conversions-split-testing/ โข http://blog.hawkhost.com/2010/02/21/multivariate-testing-a-real-life-example/ โข http://www.getelastic.com/test-size-color/ โข http://bokardo.com/ โข http://usableworld.com.au/ โข http://www.telegraph.co.uk โข http://bestathomeworkouts.com/ โข http://www.suggestsoft.com/soft/clock-desktop-com/balloon-clock-screensaver/ โข http://davidsson-neppelberg.se/1234/magkansla โข http://www.veryangrytoad.com/funny-photos-of-evolution-in-every-things/