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SEARCHLOVE DAN DIEGO 2013-Will Critchlow
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Distilled
September 30, 2013
Business
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SEARCHLOVE DAN DIEGO 2013-Will Critchlow
Trends in Technical Optimization
Distilled
September 30, 2013
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Transcript
Trends in Technical Optimization WILL CRITCHLOW
This is going to be a weird technical presentation
Your job is not answering “which of A or B
is better for Google”?
The future of technical recommendations is business cases
Win hearts as well as minds
#1 it could be amazing
Medium is exceptionally fast
#2 we’re behind
None
#3 customers care
We had a client whose cart showed EUR to US
customers
We couldn’t even persuade them to test matching the currency
to the visitor Until we tried Qualaroo
confusing for it to show as USD when prior to
checking out then only showing EUR
Quote price in U.S. $
Country selected was USA price should be in US dollars
not EUR
If it was possible to see the price in USD,
it was not obvious how to do this
The first page showed my purchase in American Dollars, but
checkout was in Euros
Win minds as well as hearts
Do your recommendations pass the Bezos Test?
Great forecasts are stories, not numbers
Put all the Excel in the appendix. No-one will read
it. Sorry.
ASSUMPTIONS beat ANSWERS
Decisions should be data AWARE not data DRIVEN
How to forecast Examples are for illustration only
#1 bottom up
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
#2 top down
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
#3 based on tests
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
#4 case studies
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
As you start forecasting more, you’ll find you need to
work on bigger ideas that are more likely to move the needle
Then you could easily do some dumb things
“You can’t possibly succeed without graceful degradation”
Err.
“You can’t possibly succeed without graceful degradation”
“You can’t possibly succeed without graceful degradation”
“You can’t possibly succeed without graceful degradation” Does nothing
“You can’t possibly succeed without graceful degradation” Goes to
a blank page
I want to talk about some great sites
Imagine you’re pitching this guy
Don’t be responsible for stopping this guy building great stuff
Thanks. Any questions? WILL CRITCHLOW
[email protected]
@willcritchlow
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
Image credits http://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/