We use (or should be using) numbers to run our business, to plan our marketing, why are they not informing our designs? Check it.

1. INFORMED DESIGN
Lets run the numbers…
Ian @wilsonography
Partner & Creative Director at build/create
buildcreate.com

2. EVERYTHING IS A NUMBERS GAME
B E C A U S E E V E RY O N E Y O U ’ V E E V E R K N O W N
O R L O V E D I S J U S T M AT H .

4. “I find that when I consult the hard data to find a
path forward, it is almost always reductive.

5. NUMBERS THAT MATTER
S A L E S S TAT S
P R O J E C T T R A C K I N G
T I M E L O G S
C L I E N T B U D G E T
B U S I N E S S
I M P R E S S I O N S
C L I C K S
P O T E N T I A L A U D I E N C E
D I G I TA L M A R K E T I N G
B O U N C E R AT E
PA G E S P E R V I S I T
C O N V E R S I O N S
T I M E P E R V I S I T
D E S I G N
C L I C K S P E R L I N K / B U T T O N
H O V E R S P E R H O V E R A B L E
S C R O L L D I S TA N C E
A U D I E N C E A G E

6. WHERE WE GET OUR NUMBERS

7. B U T M O S T LY I T I S
I T ’ S N O T ( A L L ) G O O G L E !
G O O G L E A N A LY T I C S
G O O G L E A D W O R D S
A / B T E S T I N G
H E AT M A P T E S T I N G
H U M A N I N T E R A C T I O N

8. “Don’t stress over which software is best, just use
what helps you do it now.

9. WHAT ARE WE TESTING?
W H I C H C TA W O R K S B E S T ?
W H AT M E S S A G E C O N N E C T S ?
W H AT C O L O R S R E S O N AT E ?
A / B
W H E R E A R E P E O P L E C L I C K I N G ?
W H AT C A P T U R E S T H E I R I N T E R E S T ?
H O W D O T H E Y B E H AV E ?
H E AT M A P
H O W L O N G D O T H E Y S TAY O N S I T E ?
W H AT PAT H D O T H E Y TA K E ?
W H AT D E V I C E ( S ) A R E T H E Y U S I N G ?
D O T H E Y C O N V E RT ?
A N A LY T I C S - T H E B I G P I C T U R E

10. I S F U N T O B E T O N
A / B T E S T I N G
Eric was concerned that our fancy animated homepage was
deterring visitors, so we tested a non animated version.

12. I S N ’ T A LWAY S A N E X A C T S C I E N C E
H E AT M A P T E S T I N G
After determining that our homepage was not deterring visitors with
its animation, we started heat map testing to see if there was
anything we could quantify as “wrong” with how users interacted
with the design.

13. Heatmap

14. Clickmap

15. LINKS!
N E L I O A / B T E S T I N G
N E L I O A B T E S T I N G . C O M /
U S A B I L I T Y H U B
U S A B I L I T Y H U B . C O M
1 9 T H I N G S W E C A N L E A R N F R O M H E AT M A P T E S T I N G
C O N V E R S I O N X L . C O M / 1 9 - T H I N G S - W E - C A N - L E A R N - F R O M - N U M E R O U S -
H E AT M A P - T E S T S /
5 0 S P L I T T E S T I N G I D E A S Y O U C A N R U N T O D AY
N E I L PAT E L . C O M / 2 0 1 4 / 1 1 / 0 4 / 5 0 - S P L I T- T E S T I N G - I D E A S - Y O U - C A N - R U N - T O D AY