Internet Xperiences by Diego

Who controls the present, controls the past. And who controls the past, controls the future.

Archive for December, 2008

Power is nothing without control

Posted by Diego on December 16, 2008

No, i am not going to talk about Pirelli tyres, but that would be maybe nice too 😉

button_150_pirelli_front_proofaust

Magento is an opensource ecommerce platform. Recently, they added they integrated Website Optimizer experiments in thir platform. So, I was curious and assisted a couple of weeks ago to Magento’s webinar about Optimizing conversions .

As Trevor Claiborne (Google website optimizer product manager) stated, a headline against another headline improved conversion rate 15% in one example, and changing some communication in Picasa download page improved conversion rate 30%. This is power.

This is power, but you need control, so here comes the reason of such a post title, a tool is not useful if you don’t follow right procedures :

  1. You must have a "theory" about the different versions you want to test. Doesn’t work just testing random choices.
  2. You must keep track of the results that we make, and learn from the surprising ones.
  3. Put the data before the opinions. When Website Optimizer predicts a winner, it is actually going to be a winner.
  4. It is an iterative process, it doesn’t help testing once for all.
  5. Find the rationale behind to get insight from customers.

And keep in mind that:

  • Improvements we achieve have a lasting effect.
  • Winners are not always intuitive for the content creator/developer.
  • Without testing, some "improvements" may cut sales. With testing, you’ll only be wrong temporarily.

Hope this helps you to allocate optimally resources when you choose to do A/B testing or multivariate testing in your site for success.

Old, but good. Take a look at this Skype multivariate case study .

skype test

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Facebook connect is live, and what next?

Posted by Diego on December 10, 2008

What would happen if you could authenticate via Facebook in your favourite site? This is one of the benefits that Facebook connect will bring you, now that it is live as an earlybird application of Social graphs.

Social graphs are the online representation of:

  • Our online identity (or identities, some people have reasons to have more than one ).
  • Our personal relationships (basically family, friends, coworkers…) that can be waaaaaay more refined, look at the picture below.
  • Our business relationships (with Brands, clients, providers…).
  • Our relationships identity, that in my opinion is why are we connected with the people in each one of our networks.
type_relationship_facebook

Image via readwriteweb

Portable Social graphs are the same, but just on our iPhone (or similar device we carry on along with keys and wallet ).

If you want the background, take a look at Jeremiah’s explanation about Social graphs or a another great explanation by Alex Iskold .

How Facebook connect will change the social environment? That is the question in the air now since we heard that Facebook Connect is now live . We know too that the guys from Razorfish see its potential .

Citysearch Sign in page using Facebook connect

You can now help and be helped by friends in your buying decisions.

Vlane's call to action to make better buying decisions together with your friends

This is the sample application for Facebook connect.

Run around sample site

And for the Brands? Theres is an opportunity for them to monetize social graphs as long as third parties that play will allow their users to:

  1. Authenticate via Facebook (at the moment just for certain non-secure transactions).
  2. Find easily friends that have reviewed the item you’re about to buy.
  3. Reccomend a product to selected friends.

As you see, this translates in more strength in networks than in the individuals, as the Cluetrain manifesto predicted in 1999 . Has to do too with the interesting ideas of Niklas Luhmann as he regarded society not as a network of individuals, but rather as the totality of all communications.

Posted in Social Web | Tagged: , , | Leave a Comment »

Will you share it with me?

Posted by Diego on December 5, 2008

  • Client: Will you share it with me? I can help you. I want so many things you can provide…
  • Company A: No, i won’t.
  • Client: Will you share it with me, please?
  • Company A: No, i won’t. It is mine. I own it .
  • Client: Oh, then i will have to put up with what you provide me. We don´t understand each other 😦

vs

  • Client: Will you share it with me? I can help you. I want so many things you can provide…
  • Company B: Hmmm i don’t know, it is risky…
  • Client: Will you share it with me, please?
  • Company B: OK, i will take some risk .
  • Client: Oh, great! Look, we could do this… and this.. and this… what do you think?
  • Company B: This.. and this… are OK, but this… and this… and this… have these problems, but i think that we can solve them by this timeline if you can wait.
  • Client: oh, i see, I understand you more now 🙂

Does the Company A have a chance in a medium term future to grow its market?

Posted in Social Web | Tagged: , , | Leave a Comment »

Where lies the value on your business model?

Posted by Diego on December 5, 2008

google_network_value

  1. Old structure: independent business units.
  2. The upcoming business breed will be developed in a networking environment .
  3. How will the organization of a Company evolve in such scenario?

Just some ideas and questions i pulled off from this interesting presentation by Fabernovel about Google´s business model.

Via Jeremiah´s Blog

Posted in Business strategy | Tagged: , | Leave a Comment »