1. Title text Arthur Etchells Director of Product Management Imaging Resource

2. Our product looked like this

4. We added a cool product tour shortly after launch

6. ‘Engagement’ was through the roof! People loved it!

7. “Lorem ipsum dolor sit amet, consectetur adipiscing elit, set eiusmod tempor incidunt et labore et dolore magna aliquam.” – First Name Last Name, Attribution Or did they? Was ‘engagement’ what we wanted?

8. Yes, engagement was great (Optimizely) Bounce rates were not (Google Analytics) Months pass Some internal feedback (that tour is annoying!) … Led to further research…

9. Title Text Crazy Egg In-page click analysis

10. Showed us something interesting…

12. Bullets only Up to five items One to four words First letter is capitalized Periods are not used Not the engagement we were looking for

13. The Question

14. *non-product tour content Do users interact more with our content* after viewing a product tour?

15. The Experiment

16. Two Variations

19. Two Metrics

20. Engagement

21. Clicks on non-product tour content

22. Results

23. Title Text Engagement Dropped by 20.4%

24. Title Text Clicks on non-product tour links Increased by 36.3%

25. Lessons Learned

26. Be careful what you wish optimize for Be careful what you wish for

27. Engagement may not be the best metric to optimize

28. Make sure product tours are actually doing what you hope they are There should be a high bar for anything you put between users and your content

29. Take a holistic approach to optimization efforts Subjective feedback can let you uncover issues earlier

30. User feedback sessions In-page feedback prompt HeatmapsAnalytics Biz goals: revenue, lead gen Objective Subjective Problem identified here

31. User feedback sessions In-page feedback prompt HeatmapsAnalytics Biz goals: revenue, lead gen Objective Subjective Hypothesis generated here

32. User feedback sessions In-page feedback prompt HeatmapsAnalytics Biz goals: revenue, lead gen Objective Subjective Could have identified the problem much earlier here

33. Those were the tools we used, but there are lots of options… Analytics (Omniture/Google Analytics/Mixpanel) Heatmaps (ClickTale/CrazyEgg/HotJar) In-page feedback forms (Qualaroo/HotJar) User feedback sessions (In-person/UserTesting)

34. Subjective feedback can allow you to uncover usability problems earlier What does that look like in practice?

35. UserTesting/HotJar/Optimizely Discussion…

37. “Lorem ipsum dolor sit amet, consectetur adipiscing elit, set eiusmod tempor incidunt et labore et dolore magna aliquam.” – First Name Last Name, Attribution Questions?