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Metrics-Driven Design
http://schedule.sxsw.com/events/event_IAP8158 Hash tag: #metricsdrivendesign Google's lesson: Too much data can paralyze innovation.Spectrum ranges from intuition driven to data driven.Testing can only measure an existing environment. You have to innovateand take a risk to achieve new results. (mountain example)Optimization asks what is best in the current model?Design innovation asks what is the best possible model?Why metrics are a designer's best friend:Metrics reduced arguments based on opinion.Metrics give answers about what really works.Metrics show your strengths and weaknesses as a designer.Metrics allow you to test anything.Clients love metrics.Relevant metrics are unique to each business.Metrics need to be tied to actionable tasks.The usage lifecycle: as people use your website they go through a cycle of useInterested, trial/beta user, customer, passionate customer (advocate)Hurdles: Acquisition, conversion, egagement, satisfactionBasics: CPA must be lower than LTV.Performance acquisition metrics:Comparative metricsRevenue by channelRevenue by keywordTrials/conversion= conv rateDemonstrate by conversion funnel, by screens/pagesEasy way to improve conversion: eliminate stepsHitsPg viewsVisitsUnique users
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Metrics-Driven Design
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