site optimization: necessities you need now
DESCRIPTION
Chris Cocca discusses the website optimization approach at Four Seasons Hotels and Resorts, along with tools being used and some of the challenges that come along the way.TRANSCRIPT
Site Optimization: Necessities You Need Now
@chriscoccaLuxury Interactive 2013
Plan
Test
MeasureThe optimization process
?
#1
Make optimization a bigger goal.
#1
Source: http://flic.kr/p/eb1RnH
Your conversion team
Build your optimization team
Move the user to the center.
#2
Insights
Ideas
Create User Scenarios
Include any and all touchpoints – each represents an opportunity for optimization.
Criteria & Measurement
What’s Next?
• Borrow from software development.
• Review and rank all the ideas with your buds using your criteria.
• At each meeting, discuss the new ones and fight about priorities.
#3Getting things done.(or, what I wish I knew before I started).
Source: http://www.socialtalent.co/
“Oh, we’ll just A/B test that.”
“Wait… what was your methodology for this?”
“We can’t measure it… let’s not do it.”
Things to know
• Sharing the goal of optimization frees you to focus on users and opportunities, not channels.
• Use a variety tools to help you build better use cases and scenarios across all touchpoints.
• Measure the each tactic the right way.
More things to know
• There are many tools to get things done, but…– It takes time.– Methodology matters. – Some things are hard to measure. Do them
anyways.
• A good optimization program in place lays the foundation for personalization.
Thank you.