2. Don’t start
from zero.
source: http://www.fastcodesign.com/1672922/the-future-of-ux-design-tiny-humanizing-details
Always know something about the user, the
context, and the audience. Use that knowledge to
make good guesses about what the user wants to
do or know, then create shortcuts to that action
or information.
16. Golden rule:
Test one variable
at a time.
Copywriting (easiest to test, highest ROI according web team that
did the Obama campaign)
CTA placement, color
Image placement / Text placement
18. Obama Website: Executed about 500 a/b tests, 20 month period,
increased donation conversions by 49% and sign up conversions by 161%.
source: http://kylerush.net/blog/optimization-at-the-obama-campaign-ab-testing/
19. Obama Website: By changing the photo on the splash page we lifted
conversions by more than 19%.
source: http://kylerush.net/blog/optimization-at-the-obama-campaign-ab-testing/
22. - original
- 30% better
- 27% better
- 15% better
Writing Decisions: Headline tests on the Highrise signup page
http://37signals.com/svn/posts/1525-writing-decisions-headline-tests-on-the-highrise-signup-page
23. Client trust & approval.
Besides making your website better (!!) it helps your
client relationships.
Your clients will trust that you are making good decisions,
based on data.