Will Critchlow_SearchLove San Diego 2013_Technical Optimization
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Will Critchlow_SearchLove San Diego 2013_Technical Optimization
- 1. Trends in Technical Optimization WILL CRITCHLOW
- 2. This is going to be a weird technical presentation
- 3. Your job is not answering “which of A or B is better for Google”?
- 4. The future of technical recommendations is business cases
- 5. Win heartsas well as minds
- 7. Medium is exceptionally fast
- 10. #3customers care
- 11. We had a client whose cart showed EUR to US customers
- 12. We couldn’t even persuade them to test matching the currency to the visitor Until we tried Qualaroo
- 13. confusing for it to show as USD when prior to checking out then only showing EUR
- 14. Quote price in U.S. $
- 15. Country selected was USA price should be in US dollars not EUR
- 16. If it was possible to see the price in USD, it was not obvious how to do this
- 17. The first page showed my purchase in American Dollars, but checkout was in Euros
- 18. Win mindsas well as hearts
- 19. Do your recommendations pass the Bezos Test?
- 20. Great forecasts are stories, not numbers
- 21. Put all the Excel in the appendix. No-one will read it. Sorry.
- 23. Decisions should be data AWARE not data DRIVEN
- 24. How to forecast Examples are for illustration only
- 25. #1bottom up
- 26. 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
- 27. #2top down
- 28. 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
- 29. #3based on tests
- 30. 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
- 31. #4case studies
- 32. 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
- 33. As you start forecasting more, you’ll find you need to work on bigger ideas that are more likely to move the needle
- 34. Then you could easily do some dumb things
- 35. “You can’t possibly succeed without graceful degradation”
- 36. Err.
- 37. “You can’t possibly succeed without graceful degradation”
- 38. “You can’t possibly succeed without graceful degradation”
- 39. “You can’t possibly succeed without graceful degradation” Does nothing
- 40. “You can’t possibly succeed without graceful degradation” Goes to a blank page
- 41. I want to talk about some great sites
- 42. Imagine you’re pitching this guy
- 43. Don’t be responsible for stopping this guy building great stuff
- 45. 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