Guerilla Optimization Tactics

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Post on 16-Nov-2014

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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.

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<ul><li> 1. GUERILLA OPTIMIZATION YOU ARE THE REVOLUTIONBY MATTHEW NIEDERBERGER (@MATTHEWNL)image: http://www.ickr.com/photos/thechef2020/4318554501/</li></ul> <p> 2. guerilla[from Spanish, diminutive of guerra war]A member of an irregular, usuallyindigenous military or paramilitary unitoperating in small bands in occupiedterritory to harass and undermine theenemy, as by surprise raids.image: http://www.ickr.com/photos/jneman/2971210465/ 3. OPTIMIZATION FAILSWHEN YOU SURRENDERimage: http://www.ickr.com/photos/portobeseno/2673925463/ 4. GUERILLA USABILITY IS ABOUT DEFEATINGTHE OLD SCHOOL WAY OF THINKING IN ASMART AND RESOURCEFUL MANNER.~ MATTHEW NIEDERBERGER 5. THE ONLY WAY TO SUPPORT A REVOLUTIONIS TO MAKE YOUR OWN. ~ ABBIE HOFFMAN image: http://www.ickr.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 TRANSLATORGUERILLANEESKeep your teams small, but skilledBe flexible with regards to projects and planningMake the most use of your unique knowledgeColleagues support matters more than managementGet skilled in and make use of remote usability testing tools 8. ONE MAN ARMY I AM NOT AFRAID OF YOUCORPORATE TYPES 9. BOOTCAMPITS TIME FOR A NEW REGIME 10. TIME TO GO TO BATTLE image: http://www.ickr.com/photos/olivierblaise/5522607861/ 11. THE CRAZYEGG CONFLICTPRE STRIKE CHECKLIST- 1X CRAZYEGG ACCOUNT (WEAPON)- 1X CMS AGENT (LOCAL SUPPORT)CONFLICT BUDGET- CRAZYEGG $9- CHOCOLATES $3 (BRIBE FOR CMS AGENT) 12. THE CRAZYEGG CONFLICTGATHER INTELLIGENCE- SELECT AREA OF OPERATIONSAREA 1 -&gt; HOMEPAGEAREA 2 -&gt; LAST MINUTE PAGE 13. HOMEPAGE HOMEPAGE 14. HOMEPAGE HOMEPAGE LAST MINUTES 15. HOMEPAGEHOMEPAGE LAST MINUTES PRODUCTDESTINATION DATEDEPARTURESEARCH TYPEFREE SEARCH 16. THE CRAZYEGG CONFLICTPLAN COUP DETAT- REDESIGN STRUCTURE 17. BEHAVIORAL REDESIGN610 PIXELS VS280 PIXELSSAVED SPACE = 54% 18. THE CRAZYEGG CONFLICT VIC ORY 19. WHEN DICTATORSHIP IS A FACT,REVOLUTION BECOMES A RIGHT. ~ VICTOR HUGO image: http://www.ickr.com/photos/nicoletbn/2877878649/ 20. THE MASSES ARE THE DECISIVEELEMENT, THEY ARE THE ROCK ONWHICH THE FINAL VICTORY OF THEREVOLUTION WILL BE BUILT. ~ ROSA LUXEMBURG 21. REGROUP &amp; REARMUIT RECR &amp;image: http://www.ickr.com/photos/olivierblaise/5523862218/ 22. THE PANEL PROTOCOLPRE 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 PROTOCOLGATHER INTELLIGENCE- SELECT AREA OF OPERATIONS- SELECT VISITOR SEGMENTS- SETUP INTEGRATION 24. OPERATION KISSSETUP SURVEYDEFINE A QUESTIONDELETE ALL BUT 1 ANSWER 25. OPERATION KISSCONFIGURE SURVEYINVITE ALL VISITORSREDIRECT TO SURVEY*SINGLE CLICK CALL-TO-ACTION 26. OPERATION KISSALWAYS PREVIEW 27. OPERATION WUFOOSETUP SURVEYDEFINE SEGMENTS 28. OPERATION MONKEYINTEGRATE FORCES 29. OPERATION MONKEYMATCH DATA 30. OPERATION MONKEY 31. THE PANEL PROTOCOLP AR T I IPRE 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 IPLAN OF ATTACK HIPPO SALESPERSON MARKETEER 33. THE PANEL PROTOCOL P AR T I IJOINT STRIKETEST &amp; RECRUIT SIMULTANEOUSLY 34. THE PANEL PROTOCOL THE ONE MAN VICTORY 35. FUNDING THE FIGHTIT STARTS WITH YOU- USE FREE OR CHEAP TOOLS- PAY UPFRONT, AMAZE YOUR BOSS- NO RESPECT? MAYBE FIND A BOSS WHO DOES 36. START YOUR BATTLETHE 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.ickr.com/photos/olivierblaise/5523260813/ 37. GRACIAS@MATTHEWNL image: http://www.ickr.com/photos/olivierblaise/5523260813/ </p>