Kelly Housholder, Emerald Coast WordPress Meetup, Data Driven design

1. Data driven design

2. Don’t start
from zero.
source: http://www.fastcodesign.com/1672922/the-future-of-ux-design-tiny-humanizing-details
Always know something about the user, the
context, and the audience. Use that knowledge to
make good guesses about what the user wants to
do or know, then create shortcuts to that action
or information.

3. source: http://www.fastcodesign.com/1672922/the-future-of-ux-design-tiny-humanizing-details
Nothing should be arbitrary. Fluff should be eliminated.
If an element is not essential to the goal of the site
- it gets cut.
Every layout, font, color
and graphic is a deliberate,
data based decision

4. "If everything is important,
then nothing is."
- PATRICK LENCIONI
Establish goals and information heirarchy.

5. Information hierarchy: How should my site be organized?

6. Establishing heirarchy.

7. Where should the Call to Action (CTA) be?
How much copywriting should I be using?

8. How to choose colors? Links, buttons, etc?

9. layout:kellyhousholder/design:saracannon

13. Bring the data
FORWARD.
Google Analytics (free)
Clicktale.com (free trial, then paid)
Usertesting.com (paid)
mouseflow.com (paid, cheaper than clicktale)
A/B Testing: Google Analytics Content Experiments
(formerly Website Optimizer) (free)
A/B Testing: Max A/B WordPress Plugin (free)
A/B Testing:Optimizely.com

14. clicktale: heatmap

15. A/B testing

16. Golden rule:
Test one variable
at a time.
Copywriting (easiest to test, highest ROI according web team that
did the Obama campaign)
CTA placement, color
Image placement / Text placement

17. Don’t make
assumptions.

18. Obama Website: Executed about 500 a/b tests, 20 month period,
increased donation conversions by 49% and sign up conversions by 161%.
source: http://kylerush.net/blog/optimization-at-the-obama-campaign-ab-testing/

19. Obama Website: By changing the photo on the splash page we lifted
conversions by more than 19%.
source: http://kylerush.net/blog/optimization-at-the-obama-campaign-ab-testing/

21. original
source: http://blog.optimizely.com/2013/06/14/ea_simcity_optimizely_casestudy/
performed 43.4% better

22. - original
- 30% better
- 27% better
- 15% better
Writing Decisions: Headline tests on the Highrise signup page
http://37signals.com/svn/posts/1525-writing-decisions-headline-tests-on-the-highrise-signup-page

23. Client trust & approval.
Besides making your website better (!!) it helps your
client relationships.
Your clients will trust that you are making good decisions,
based on data.

24. PUBLIC SERVICE
ANNOUNCEMENT:
typography.com - the best fonts on the interweb.