Segments are one of the most powerful features in Google Analytics – you can use segments to examine a subset of your data. Segments are flexible and quick to set up, so they are great for exploratory work. But once… Read More »Google Analytics Segments: Interpreting Audience Behavior
Optimizers run tests on websites to find winning combinations and get better results. So it’s natural that people who are new to Conversion Rate Optimization can end up focusing on the site rather than the people who are using it.… Read More »Testing an Audience, Not a Site
A thought experiment is an experiment that you run without making site changes. You attempt to prove, disprove or refine an idea with existing evidence. When you run thought experiments you can find issues in your hypotheses early before you make… Read More »Thought experiments: Groundwork for Successful Site Changes
When you know your audience’s motivations, you can create a site that speaks to what the audience wants to achieve. If you don’t know their motivations, you may be able to build a perfectly fine site, but it will lack persuasive power. Motivations are hard to… Read More »Audience Motivation: Key to a Better Site Design