Jakub Karlec - Intuition over analytics
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The document discusses the limits of relying solely on analytics for conversion optimization, highlighting that intuitive design can lead to better decision-making when data is misinterpreted. It emphasizes the importance of leadership in making informed choices even with limited information and presents case studies demonstrating the potential drawbacks of analytics-focused approaches. The narrative stresses that an over-reliance on data can hinder creativity and decision-making in design.
!["[…] data eventually becomes
a crutch for every decision, paralyzing
the company and preventing it from
making any daring design decisions."
– Doug Bowman](https://image.slidesharecdn.com/karlecconversionmeetup2013-131112131701-phpapp02/85/Jakub-Karlec-Intuition-over-analytics-42-320.jpg)
Jakub Karlec - Intuition over analytics
- 8. …has limits and drawbacks
- 9. I failed because I focused on the wrong thing
- 10. Facebook Login Reduces Ecommerce Sales (Case Study)
- 13. Without Facebook Connect: Conversions ↑ 3% Revenues ↑ $10,000
- 14. “The a/b test just shows, that THIS version of form is bad, not that Facebook login reduces sales.”
- 16. Misinterpretation of analytical data is a common mistake
- 17. Not the tools, but the people matter
- 19. “A person can make himself happy, or miserable, regardless of what is actually happening outside.” — Mihaly Csikszentmihalyi
- 20. Never trust anyone with a mortgage
- 22. Good data in wrong hands can do a f*** harm.
- 25. You can't measure everything
- 26. Segmentation
- 29. Can you measure the impact of shutting display advertising down?
- 32. You can’t make strategic business decisions based on short term AB tests
- 35. You will never change history, if you rely solely on analytics data.
- 36. “True leaders have the ability to make the right decision even with limited information.” — Warren Bennis
- 37. It's way cheaper and faster
- 38. Waiting for relevant and statistically significant data can do more harm than living without analytics at all.
- 39. The story of Marissa Mayer
- 41. When designers wanted to change the blue colour on Google's homepage, they had to do multivariate testing of 41 shades of blue to see which one performs best.
- 42. "[…] data eventually becomes a crutch for every decision, paralyzing the company and preventing it from making any daring design decisions." – Doug Bowman
- 43. “We let the math and the data govern how things look and feel.” — Marissa Mayer
- 45. Year after Mayer took over Yahoo, the company’s stock price was up 100 percent.
- 46. “True leaders have the ability to make the right decision even with limited information.” — Warren Bennis