Site Optimization: Necessities You Need Now
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Chris Cocca discusses the website optimization approach at Four Seasons Hotels and Resorts, along with tools being used and some of the challenges that come along the way.
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Site Optimization: Necessities You Need Now
- 1. Site Optimization: Necessities You Need Now @chriscocca Luxury Interactive 2013
- 7. #1 Make optimization a bigger goal. #1
- 9. Your conversion team Build your optimization team
- 10. Move the user to the center. #2
- 11. Insights Ideas
- 13. Create User Scenarios Include any and all touchpoints – each represents an opportunity for optimization.
- 15. 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.
- 16. #3 Getting things done. (or, what I wish I knew before I started).
- 19. “Oh, we’ll just A/B test that.”
- 20. “Wait… what was your methodology for this?”
- 21. “We can’t measure it… let’s not do it.”
- 22. 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.
- 23. 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.
- 24. Thank you.
Notas del editor
- With our insights we build user scenarios – a particular type of user, trying to do a particular type of thing, and all the touch points in between. The intersection of a type of user, a goal and a touchpoint are the places we can impact with new ideas.
- Two sides to this – 1) criteria for ranking ideas and 2) measurement of any tacticThings to consider about criteria… Some key things we consider when we think about which thing to do next:Measureable – there’s a way to quantify the idea had an impact. Not all ideas can be measured the same way. Content can’t be measured in the same way as a new design of the checkout page, for example.Attribution Models Establishing the Incremental impact– have to show it wouldn’t have happened anyways. How hard and expensive is it to do? 1) stress test your KPIs for every tactic you’re thinking about – based on when/where/decision point, metrics are going to change in order to be accurate and relevant
- Some examples