How to Figure Out What Really Makes Your Website Work
We need to improve the conversion rate of our website. And perhaps conversion rates of our client websites. So how should we go about it? It's easy to get early wins with a crappy (excuse me: under-optimized) website, but how do you ensure that we keep getting wins month after month, year after year? If you think it's a list of "100 proven tactics" of can find in a blog post - you're wrong. What about following best practices? That won't take you far. How about copying successful competitors and market leaders? That doesn't get results. What you need to do is to identify the very specific problems your very specific website has - by following the data. The way to get both short-term and long-term results is in the right process. Pros use processes, amateurs follow tactics - we all know that (right?). We know we should be data-driven, but what does that actually mean? How in very specific terms - should you do data-driven optimization? You will find out in this talk.