Line-up
Recordings (added progressively)
social engineering
,media manipulation
- Note: Basically How to Become TripAdvisor’s #1 Fake Restaurant
mobile web
,performance
,UX
Recording: https://slideslive.com/38918931/the-web-strikes-back-transforming-users-needs-into-a-highly-performant-mobile-web
- Marketing utilizing #goobalclimatestrike
- 100m travelers Since 2016
- 27M visitors a month
- +10% mobile a month
- +60% visits mobile
- Users switch platforms during session mobile/desktop
- Browser provided Geolocation API is much faster than geoip APIs
- Note: getCurrentPosition() returns as fast as possible with a low accuracy result, takes last known position
- doesn't wait for a new fix
- Large app download banner has better performance than less intrusive smaller one.
- mgmt goes with larger banner
- Note: After small banner is dismissed, big banner still can be seen for split second after reload
- suspicious A/B testing mechanics
- Note: app download shows ahead of search - obstacle between me and
Buy
- offer app after buy, free login via magic link, offer additional features in app
- Even if better new design has better performance, mgmt decides not to use it
marketing
Recording: https://slideslive.com/38918907/dont-do-personas-start-with-understanding-people
- Personas tend to cause cargo cults
- Don't repeat https://www.nngroup.com/articles/top-ten-web-design-mistakes-of-2002/
- Note: Random stories, approaches, always shit on "personas"
quality
,marketing
Recording: https://slideslive.com/38918878/english-copy-how-one-word-can-cut-your-sales-by-44
- English Copy: How One Word Can Cut Your Sales by 44%od Christopher Nosko
- US workforce: only 12 vacation days, use only 10
- 64% don't leave the USA, ~11% don't leave the state
- Bank transaction fees in foreign country
- Sensitive to locale; currency, date formats, week start
- Sensitive to Made in USA USA branded listings , don't show proudly made somewhere else
- Positively-framed copywriting; arrive on time vs don't be late
- People are taught to spot scam by poor spelling and grammar
- OkCupid. First response study; missing apostrophe drops CR from 32% to 8% eg. "cant, wont, dont"
retention
Recording: https://slideslive.com/38918906/how-to-win-the-hearts-of-your-new-users
-
Fiverr is task marketplace
-
First time buyer has big churn, but CPA is very high
-
Risk averse buyers. Incoming value threshold too high. Values for money
-
Can't trick people into buying, esp. when you want them to return
-
Inverse pyramid: Acquisition, sign-ups, on-boarding, evaluation -50%, converted user -85%
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Start designing experience where users start experiencing. Funnel starts earlier than you think
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On-boarding: get users hooked, continue with small achievable milestones
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Market results, not process, Eg:
- "Create beautiful forms" - Google forms
- "Get better data" - Typeform - doesn't not build forms but gets results
-
Dig into what do successful users do vs unsuccessful
- Analyze your churn branches
-
Incentivize usage of features. Paid service Notion.com gives back $5 for login on mobile, etc.
-
Paywall after user understands the value of the product
- eg. Couchsurfing.com free for first 10 contacts
marketing
Similar recording: https://www.youtube.com/watch?v=DmUjgCSauFM
Note: Worth watching
-
Ecommerce academy Marketing attribution tool
- info
- free to use for any GA id bellow 10M? visits
-
GA session 30m but reset always on midnight
-
Non-conversion path might become conversion in future; balancing probability
-
Lookback window precedes conversion window
-
Free Client ID in GA since Aug 2019 ?
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Channel grouping Level 0 "CEO level": paid / unpaid Level 1: Level 2: per medium Level 3: per campaign
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Campaign timeout is complicated
-
Big portion of paid traffic is direct as much as 30%
-
Direct traffic has bigger CR artificially inflating CR of paid channels
- Not intentional, but Google tries to minimize unknown portion
-
Why attribution "products" rarely work, why build your own solution?
- Because they are built by people who do maths, not campaigns.
-
Attribution maturity model
- Find out which phase you are in, set your priorities straight
-
Parameters involved with data-driven attribution modeling
- Do you have what it takes to create your own session definition?
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Marketing planning and attribution modeling is all about channel grouping
-
Attribution experiments: reconstructing B2B SaaS conversion paths
- Secretary finds 10 products, someone else narrows picks, someone else registers trail, someone else makes purchase
-
Attribution vs Causality
- measure incremental changes, switch off problematic channels and measure incremental losses
inspirational
,design
Recording: https://slideslive.com/38918862/bringing-personality-back-to-the-web
-
Note: funny, inspiring
-
Hansbrinker.com
-
Volkshotel.nl
-
Sabah.Com.tr
-
There are people who have the 4th password
- One for FB, one for email, one for phone and the easy one for everything else
-
1-click checkout. If you fill in you address once, you probably don't need to change it in the next 20 years
UX
,selfpromo
- Note: more like project management tips by industry senior, motivational. For people who want to hear what they think
- 90% is stubborn opposition comes from fear
- address the fear
- Free e-book: "THE WAY IT IS" Gettalk.at/Webexpo
- Apply for private FB group: Friendsgivegoodux.com
architecture
,design
Recording: https://slideslive.com/38919062/extending-the-biosphere-and-datasphere-to-space
Note: Architecture, living space, nice, see video
market insight
Note: Insight how people in Asia are less creeped-out by new tech
- Chinese users more tolerant to faults in product because there is no time to perfect due to competition
- AI has government support
- WeChat is super-app. Everything you need to do. Absolute data collection on human behavior
☆☆☆ Future of Computing: Artificial Intelligence’s Impact on Real World Scenarios, Anthony Bartolo, Microsoft
IoT
Recording: https://slideslive.com/38919063/future-of-computing-artificial-intelligences-impact-on-real-world-scenarios
- Note: clickbaity
- Enablement when done right; IoT as backdoors
- HomeExcept; Privacy respecting Guardian for elderly, no camera, microphone
- Booth demo: What kind of dog you look like
- Note: is supposedly funny
★★☆ Impact of voice search on SEO and what can we do to get position zero? Daniel Duriš, Basta digital
SEO
- Zero position is the quick info snippet. 99% sourced from web in top 5 results
- Google People Also Ask for (PAA) has increasing portion of traffic
- eg. Vacuum cleaner - what vacuum cleaner is good for hardwood floors
- PPA question explorer
- example "flights" - https://answerthepublic.com/reports/3066fc3d-7cb7-4072-b99d-4ff5f47e2fd7
- Zero and PPA have increasing portion of traffic, delegating users less and keeping them within google
selfpromo
Note: martin-sad, self-promo
- Product manager. 200 chatbot installations
- Most are for talent sourcing
- Lufthansa InTouch
- Strong focus on form replacement aka quiz-style "button chatbots". Microsoft Wizard, MS Office Clippy?
inspirational
Recording: https://slideslive.com/38918862/bringing-personality-back-to-the-web
- Note:Inspirational, worth watching
- Resource budgeting
- Lite pages
- Adaptive serving
product story
Recording: https://slideslive.com/38919145/make-healthcare-affordable-and-accessible-using-tech-and-ai
- Note: Meh
- Health advising chat-bot
- "Clinically safe" as target is not good. Escalates all cases.
- "Good experience" as target is not good. Pain killers