Follow-up: Greg Kelton presentation (Orange Concept Store, 2009.06.30)

On 2009.06.30 I took part at a presentation at Orange Concept Store by Greg KELTON. I was given a prize for an online contest, and at the event there were lots of presentation. I'll present in this blog post what I took home from his presenatation. First of all, here are some pictures with the participants: [alpine-phototile-for-picasa-and-google-plus src="user_album" uid="100050990853086188413" ualb="5939907263029147233" imgl="fancybox" style="wall" row="4" size="640" num="100" highlight="1" align="center" max="100"] Participants included: Ionut OPREA, Radu IONESCU, Razvan EXARHU, Robert ANGHEL, Victor KAPRA, Radu GEORGESCU, Auras MIHAI, Constantin COCIOABA, Mihai IRINEL. Here are some pictures with slides from the presentation: [alpine-phototile-for-picasa-and-google-plus src="user_album" uid="100050990853086188413" ualb="5939909694469560337" imgl="fancybox" style="wall" row="4" size="640" num="100" highlight="1" align="center" max="100"] Here is what the slides mean: - The very first two slides came from a previous presentation, but I thought they contain useful data, and I put them in here also; - The presentation had the following parts: a. Quiz; b. Why Multivariate Conversion Analysis; c. Case Studies (Orange, Delta, etc.); d. How it works; e. Q & A; - There is a slide with a comparison of two web sites; One is more cluttered, has two columns and three rows, another one has only one image; - He asked us what do we like; Picking the example with only one image had a 75% increase in Clickthroughs; - What would an optimal solution for picking a thing on a web site? a. Dropdown menu; b. Displaying all the options; On a given test, a dropdown menu was better; - Sidebar content is also important; - If you have a dating web site, what's best: a. Two persons in one picture? b. A single person? One test favored the b. option; - Who should control your marketing? That's simple - the client, not anyone else; - It gets more and more expensive to get a customer; - After you get a visitor, it gets more and more expensive to convert it to a customer; - How can you make a good decision? a. You can speculate: i. HiPPO - Highest Paid Person's Opinion; ii. Intuition; iii. Agency experience; iv. Argument; b. Quasi-objective: i. Focus groups; ii. Usability testing; iii. Web Surveys; - Facebook doesn't like the redesign; - Simplifying a form can increase the conversion by 3.86%; When you are talking about billions in sales, that's a good result; - To do great testing of a web page, you can put a JavaScript Callout to a page to create a nice way to show the page to others; - You should run experiments to your web site, even if you have low traffic; - Repeating solutions of optimization is a great way to get results; Continue to test forever; Customer is always changing; - Why Multi Variable Testing? a. Listen to your Customers; b. Improve revenue consistently; c. Avoid cost and risk of redesigns. ____ Bottom line: I enjoyed the event a lot. Lots of interesting information.