Data-Driven NonsenseOctober 2013

Lee Duddell

It’s not what I think

This evening

• Data richness• Incomplete, Incremental & Interpretation• What you can do

Aren’t we rich?

BUT, they only answer…

• What?• When?• Where?• How many?• For how long?

Three reasons why “Why?” matters

1. Incomplete

• Because it’s hard to checkout• Because they want the full experience

67%of users start on a SmartPhone& finish on a computer (Google)

Made “Why?” centralConversion up 39%Sales up 10%

We deliver incredible results2. Incremental

Small conversion increaseNot sure whyExperiments are guesses

3. Interpretation

62% base design decisions on hunches and guesswork

Ditch Data for Insight

IncompleteIncrementalInterpretation

How?

Use Livechat for one day on one page

Guerrilla usability test

Speak to your customer service staff

STOP guessing. Find out WHY.