This presentation was given at a Web Analytics Wednesday in Amsterdam. My goal was to inform web analysts that there is more to online than just quantitative data collection. Web Analysts are in the unique position to bundle the insights from quantitative and qualitative data, give structural advice on optimizing a website, even with a small budget or contraint technological means. By using quick and dirty data collection methods analysts can quickly come to understand the users needs, validate this with analytics, and present management with advice on how to optimize. Guerilla Optimization, in all its glory. The presentation contains 2 examples of using guerilla techiques using tools such as Wufoo, Usabilla, KISSinsights, Mailchimp and CrazyEgg.

1. GUERILLA OPTIMIZATION
YOU ARE THE REVOLUTION
BY MATTHEW NIEDERBERGER (@MATTHEWNL)
image: http://www.flickr.com/photos/thechef2020/4318554501/

2. gue·ril·la
[from Spanish, diminutive of guerra war]
A member of an irregular, usually
indigenous military or paramilitary unit
operating in small bands in occupied
territory to harass and undermine the
enemy, as by surprise raids.
image: http://www.flickr.com/photos/fijneman/2971210465/

3. OPTIMIZATION FAILS
WHEN YOU SURRENDER
image: http://www.flickr.com/photos/portobeseno/2673925463/

4. “GUERILLA USABILITY IS ABOUT DEFEATING
THE OLD SCHOOL WAY OF THINKING IN A
SMART AND RESOURCEFUL MANNER.”
~ MATTHEW NIEDERBERGER

5. “THE ONLY WAY TO SUPPORT A REVOLUTION
IS TO MAKE YOUR OWN.”
~ ABBIE HOFFMAN
image: http://www.flickr.com/photos/ibailemon/2870137723/

6. GUERILLA TACTICS
• OPERATE IN SMALL TEAMS
• REMAIN MOBILE
• TAKE ADVANTAGE OF TERRAIN
• MAINTAIN LOCAL SUPPORT
• USE SMALL SUPPLIES OF ARMS

7. INSURGENT TRANSLATOR
GUERILLANEES
Keep your teams small, but skilled
Be flexible with regards to projects and planning
Make the most use of your unique knowledge
Colleagues’ support matters more than management
Get skilled in and make use of remote usability testing tools
✔

8. ONE MAN ARMY
I AM NOT AFRAID OF YOU
CORPORATE TYPES

9. BOOTCAMP
IT’S TIME FOR A NEW REGIME

10. TIME TO GO TO BATTLE
image: http://www.flickr.com/photos/olivierblaise/5522607861/

11. THE CRAZYEGG CONFLICT
PRE STRIKE CHECKLIST
- 1X CRAZYEGG ACCOUNT (WEAPON)
- 1X CMS AGENT (LOCAL SUPPORT)
CONFLICT BUDGET
- CRAZYEGG $9
- CHOCOLATES $3 (BRIBE FOR CMS AGENT)

12. THE CRAZYEGG CONFLICT
GATHER INTELLIGENCE
- SELECT AREA OF OPERATIONS
AREA 1 -> HOMEPAGE
AREA 2 -> LAST MINUTE PAGE

13. HOMEPAGE HOMEPAGE

14. HOMEPAGE HOMEPAGE LAST MINUTES

15. HOMEPAGE HOMEPAGE LAST MINUTES
PRODUCT
DESTINATION
DATE
DEPARTURE
SEARCH TYPE
FREE SEARCH

16. THE CRAZYEGG CONFLICT
PLAN COUP D’ETAT
- REDESIGN STRUCTURE

17. BEHAVIORAL REDESIGN
610 PIXELS
VS
280 PIXELS
SAVED SPACE = ±54%

18. THE CRAZYEGG CONFLICT
VIC ORY

19. “WHEN DICTATORSHIP IS A FACT,
REVOLUTION BECOMES A RIGHT.” ~ VICTOR HUGO
image: http://www.flickr.com/photos/nicoletbn/2877878649/

20. “THE MASSES ARE THE DECISIVE
ELEMENT, THEY ARE THE ROCK ON
WHICH THE FINAL VICTORY OF THE
REVOLUTION WILL BE BUILT.” ~ ROSA LUXEMBURG

21. REGROUP & REARM
UIT
RECR
&
image: http://www.flickr.com/photos/olivierblaise/5523862218/

22. THE PANEL PROTOCOL
PRE STRIKE CHECKLIST
- 1X KISSINSIGHTS ACCOUNT (WEAPON)
- 1X WUFOO ACCOUNT (WEAPON)
- 1X MAILCHIMP ACCOUNT (WEAPON)
- 1X CMS AGENT (LOCAL SUPPORT)
CONFLICT BUDGET
- CRAZYEGG $9 (FRIENDLY CAPITALISTS)
- WUFOO FREE
- MAILCHIMP FREE
- GRANDE LATTE $4 (BRIBE FOR CMS AGENT)

23. THE PANEL PROTOCOL
GATHER INTELLIGENCE
- SELECT AREA OF OPERATIONS
- SELECT VISITOR SEGMENTS
- SETUP INTEGRATION

24. OPERATION KISS
SETUP SURVEY
DEFINE A QUESTION
DELETE ALL BUT 1 ANSWER

25. OPERATION KISS
CONFIGURE SURVEY
INVITE ALL VISITORS
REDIRECT TO SURVEY*
SINGLE CLICK CALL-TO-ACTION

26. OPERATION KISS
ALWAYS PREVIEW

27. OPERATION WUFOO
SETUP SURVEY
DEFINE SEGMENTS

28. OPERATION MONKEY
INTEGRATE FORCES

29. OPERATION MONKEY
MATCH DATA

30. OPERATION MONKEY

31. THE PANEL PROTOCOL
P AR T I I
PRE STRIKE CHECKLIST
- THE PANEL PROTOCOL (WEAPON)
- 1X USABILLA ACCOUNT (WEAPON)
CONFLICT BUDGET
- THE PANEL PROTOCOL $13
- USABILLA FREE OR $49

32. THE PANEL PROTOCOL
P AR T I I
PLAN OF ATTACK
HIPPO
SALES
PERSON
MARKETEER

33. THE PANEL PROTOCOL
P AR T I I
JOINT STRIKE
TEST & RECRUIT SIMULTANEOUSLY

34. THE PANEL PROTOCOL
THE ONE MAN VICTORY

35. FUNDING THE FIGHT
IT STARTS WITH YOU
- USE FREE OR CHEAP TOOLS
- PAY UPFRONT, AMAZE YOUR BOSS
- NO RESPECT? MAYBE FIND A BOSS WHO DOES

36. START YOUR BATTLE
THE SMELL OF VICTORY
- TRUST IN YOUR CAPABILITIES
- FIND COLLABORATORS
- OLD PROCESSES WERE MADE TO BE BROKEN
- YOU ARE THE FRONTLINE IN UCD
image: http://www.flickr.com/photos/olivierblaise/5523260813/

37. GRACIAS
@MATTHEWNL
image: http://www.flickr.com/photos/olivierblaise/5523260813/