Chris Goward – Strategy
Conversion Optimization as a key business strategy
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Summary Chris Goward
Bullet point summary by Theo van der Zee:
- Getting the right results, require the right process. Without right process, you get wrong results.
- People in Analytics that are spending all their time there, they are just measuring stuff.
- Success requires you to be in both a qualitative and quantitative research mindset.
- Personalization is just a hypothesis until it’s tested.
- Whenever possible, try to do evolutionary site optimization, not redesign.
- Two-column forms often found to cause a drop in conversion.
- Frameworks only thrive within a proven process.
- Infinity Optimization Process takes Growth & Insights through Explore and Validate.
- Try using Net Promoter Score both for clients and employees to learn.
- Never be naked in testing; always have a test running.
Slides Chris Goward
Sketchnote Chris Goward
