10. ”CRO
er
stadig
ikke
en
selvstændig
post
i
budgeFet,
men
skal
tages
fra
andre
akSviteter.
Så
bliver
det
svært
at
bruge
100.000
på
opSmering,
selvom
man
kan
sandsynliggøre
at
det
giver
millionbeløb
på
bundlinjen
på
årsbasis.”
-‐
Rolf
Pedersen,
ConversionLab
“The
biggest
challenge
is
making
the
case
for
having
it
in
the
first
place.
Strategists
and
product
designers
are
very
easily
convinced
about
great
features
and
major
improvements
that
can
drasScally
change
their
product
but
rarely
about
smaller
op&miza&ons”.
-‐ Christos
Losifidis,
Vivino
“The
big
problem
is
that
there
is
always
something
else
which
seems
more
urgent
or
more
important.
CRO
comes
lower
down
the
priority
list
than
the
rouSne
work
and
the
fire-‐
fighSng.
“
–
Tim
Leighton-‐Boyce,
UXfocus
Hvad
er
den
største
udfordring?
12. ”
In
my
experience
the
tools
is
usually
not
a
problem.
The
potenSal
was
more
posiSoned
at
the
AcSviSes
(lack
of
analy&cs/research)
and
TesSng
Strategy
(ad-‐
hoc
tes&ng,
a/b
tes&ng
was
not
part
of
the
culture,
also
slow
processes).
Both
are
connected
with
Knowledge
and
People.
”
-‐
Michal
Parizek,
eCommerce
&
OpSmizaSon
Specialist
17. Metoder
Sl
indsigt
hos
Vivino
• AppStore
anmedelser
• In-‐app
surveys
• Email
surveys
• Kundeservice
feedback
• Brugertest
(remote)
• Interview
• On-‐site
brugertest
• Ambassadør
program
• Web
AnalyScs
• Og
naturligvis
split-‐tesSng
18.
19. ”
It
sounds
simple,
but
"just
do
it".
Start
right
away,
do
some
user
tes&ng,
run
a
survey,
track
your
basic
events;
the
least
producSve
thing
you
can
do
is
speculate
user
behavior.
”
-‐
Christos
Losifidis,
Senior
Product
Manager,
Vivino
20. “It
takes
a
wide,
systema&c
approach,
lot
a
pa&ence
and
elimina&ng
your
own
bias.
“
-‐
Christos
Losifidis,
Vivino
25. Source:
UserReport’s
device
study
from
the
years
2013,
2014
and
2015.
4,5 4,6
4,8
6,1 6,2 6,36,3 6,4
6,8
0,00
1,00
2,00
3,00
4,00
5,00
6,00
7,00
8,00
Denmark Sweden Norway
2013 2014 2015
Siden
2013
er
antallet
af
devices
pr.
husholdning
steget
med
næsten
30
pct.
Antal
devices
sSger
27. Ecommerce
sker
ikke
bare
på
én
plasorm
38%
skiNer
device
i
løbet
af
shopping
processen
40%
starter
købsprocessen
offline,
men
sluAer
med
at
købe
online
Kilde:
UserReport
29. Den
mobile
udfordring
• Det
mobile
køb
går
på
tværs
af
plasorme
• Købsmønstre
ikke
entydige
på
fra
desktop
Sl
mobil
• ”One
size
fits
all”
dur
ikke
• Best-‐pracSce
er
endnu
ikke
Sl
stede
30. Du
er
konverteringshelten!
Udnyt
den
mobile
udfordring
Sl
at
modne
virksomhedens
brug
af
konverteringsopSmering
31. Tak
for
opmærksomheden
WebopSmering.nu
·∙
Oleg.dk
·∙
Optuner.dk
Tweets:
@OlegUsability
Please
connect
on
LinkedIn
31