Skip to content

Instantly share code, notes, and snippets.

@martin-kokos

martin-kokos/Webexpo 2019.md

Last active June 24, 2021 15:37
Show Gist options
  • Star 1 You must be signed in to star a gist
  • Fork 0 You must be signed in to fork a gist
  • Save martin-kokos/17613d4070b716b824afb7650671069c to your computer and use it in GitHub Desktop.
Save martin-kokos/17613d4070b716b824afb7650671069c to your computer and use it in GitHub Desktop.
Download ZIP
Webexpo 2019
Raw
Webexpo 2019.md

Webexpo 2019

Line-up
Recordings (added progressively)

★★★ How to Bullsh*t Your Way To Number 1, Oobah Butler

social engineering,media manipulation

★★☆ Flixbus about their mobile web

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

☆☆☆ Don't do Personas. Start with understanding people, Petr Štědrý, 2fresh

marketing
Recording: https://slideslive.com/38918907/dont-do-personas-start-with-understanding-people

★★★ English Copy: How One Word Can Cut Your Sales by 44%, Christopher Nosko

Reach audience in USA

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"

★★☆ How to win the hearts of your new users, Inna Kerzman, retentiondesign.com

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%

  • Start designing experience where users start experiencing. Funnel starts earlier than you think

  • On-boarding: get users hooked, continue with small achievable milestones

  • 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

★★★ Data-Driven Attribution in Detail, Marek Kobulský, Ecommerce-academy.cz

marketing
Similar recording: https://www.youtube.com/watch?v=DmUjgCSauFM
Note: Worth watching

  • Ecommerce academy

  • 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 ?

  • Channel grouping Level 0 "CEO level": paid / unpaid Level 1: Level 2: per medium Level 3: per campaign

  • 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?

  • 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

★★★ Bringing Personality Back To The Web, Vitaly Friedman, Smashing Magazine

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

☆☆☆ Getting real with UX: Joe Natoli

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

★★☆ Extending the biosphere and datasphere to space, Tomáš Rousek, XTEND DESIGN

architecture,design
Recording: https://slideslive.com/38919062/extending-the-biosphere-and-datasphere-to-space Note: Architecture, living space, nice, see video

★★☆ How AI is Changing Advertising in China, Bessie Lee, Withinlink

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

☆☆☆ Workshop: Building chatbots is like building houses, Viktor Kustein

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?

★★★ New Adventures in Front-End, 2019 Edition, Vitaly Friedman, Smashing Magazine

inspirational
Recording: https://slideslive.com/38918862/bringing-personality-back-to-the-web

  • Note:Inspirational, worth watching
  • Resource budgeting
  • Lite pages
  • Adaptive serving

☆☆☆ Make healthcare affordable and accessible using tech and AI, Anna Zawilska, Babylon Health

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
Sign up for free to join this conversation on GitHub. Already have an account? Sign in to comment