will critchlow_searchlove san diego 2013_technical optimization
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Trends in Technical Optimization
WILL CRITCHLOW
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This is going to be a weird technical presentation
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Your job is not answering “which of A or B is better for Google”?
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The future of technical recommendations is
business cases
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Win hearts as well as minds
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#1 it could be
amazing
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Medium is exceptionally fast
Image/Graph etc.
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#2 we’re behind
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#3 customers care
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We had a client whose cart showed EUR to US customers
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We couldn’t even persuade them to test
matching the currency to the visitor
Until we tried Qualaroo
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confusing for it to show as USD when prior to
checking out then only showing EUR
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Quote price in U.S. $
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Country selected was USA price should be in
US dollars not EUR
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If it was possible to see the price in USD, it was not obvious how to do
this
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The first page showed my purchase in
American Dollars, but checkout was in Euros
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Win minds as well as hearts
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Do your recommendations pass the Bezos Test?
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Great forecasts are stories, not numbers
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Put all the Excel in the appendix.
No-one will read it. Sorry.
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ASSUMPTIONS beat ANSWERS
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Decisions should bedata AWARE
not data DRIVEN
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How to forecastExamples are for illustration only
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#1 bottom up
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We have 10,000 location pages that aren’t indexed.
This change should get 80% of them indexed. Each should get a minimum of N visits / month from search.
That results in $M
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#2 top down
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The total search volume for nail salons in our target cities is X, by building this new section of our site, we
can capture y% of that, resulting in $Z incremental
revenue
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#3 based on tests
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When we made this controversial change on a small section, it resulted in
an uplift of x%. If we get 80% of that uplift across
the whole site, we’ll get an incremental $Y
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#4 case studies
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We are planning a domain migration. Other people’s experience (moz 1, moz 2) indicates a drop in the a%-b% range for somewhere
in the C weeks to D weeks range
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As you start forecasting more, you’ll find you need to work on
bigger ideas that are more likely to move the needle
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Then you could easily do some dumb things
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“You can’t possibly succeed without
graceful degradation”
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Err.
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“You can’t possibly succeed without graceful degradation”
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“You can’t possibly succeed without graceful degradation”
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“You can’t possibly succeed without graceful degradation”
Does nothing
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“You can’t possibly succeed without graceful degradation”
Goes to a
blank page
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I want to talk about some great sites
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Imagine you’re pitching this guy
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Don’t be responsible for stopping this guy building great stuff
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What were all those sites in the screencast?http://www.teehanlax.com/story/social-portrait/
http://www.teehanlax.com/story/shipwire/ [http://www.shipwire.com/]http://www.teehanlax.com/story/readability/http://www.teehanlax.com/story/teehan-lax/http://www.cabletv.com/the-walking-dead
http://erfgenaam.submarinechannel.com/en/http://www.photo-mark.com/funhouse/chess/
http://www.nytimes.com/projects/2013/the-jockey/http://hypervenom.nike.com/gb/en_gb
http://moto.oakley.com/http://www.officeline.se/kampanj/
http://www.dodge.com/en/2014/durango/https://squareup.com/careers/creative
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Image creditshttp://www.flickr.com/photos/18548283@N00/2218655624/
http://www.flickr.com/photos/mikeleary83/2222244131/http://www.flickr.com/photos/jdlasica/8137913805/
http://www.flickr.com/photos/zachheller/5116640316/http://www.flickr.com/photos/michpics17/6838794315/
http://www.flickr.com/photos/stephangeyer/3229631450/http://www.flickr.com/photos/grandmaitre/5846058698/http://www.flickr.com/photos/mgarbowski/5516177047/http://www.flickr.com/photos/steffireichert/9174005276/http://www.flickr.com/photos/doug88888/4616496228/
http://www.flickr.com/photos/arselectronica/8163552292/