Data-Driven Design

Unbounce put a big explainer video on its homepage because everyone was doing it at the time, and the A/B test lost by 10 %. Oli Gardner, Unbounce co-founder, who has spent 20 years on both the marketing and the design side, sees a typical mistake in it. The team had no data at the start of the project, and according to Oli's survey 67 % of marketers say they don't have enough. In this talk he presents his data-driven design process, which lets a team validate a new design trend before falling for it.

You'll learn how to work through the process's four steps on the example of a conversational form. First you pick the right data sources in a playbook, then the whole team reviews session recordings and click maps together, sketches solutions with Crazy 4s, and finally runs an A/B test measured by micrometrics rather than conversion rate alone. Oli adds findings from interviews with 800 marketers, designers and copywriters about what frustrates them in working together and what they value in each other.