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    « Web Analytics Salary Research: 4 Complimentary Approaches | Main | Where You'll Find Me in February and March »

    January 14, 2008

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    Jacques Warren

    Hi June,

    Quite interesting. What do you make of people who say that two very different web site versions can't be compared (I'm not one of them)? Also, what's your take on "sweeping changes" versus incremental optimization? I understand that often company politics will decide on entirely redoing a site instead of trying to fix the current one, but isn't it risky?

    June

    Hi Jacques! Of course you ask the hard questions.

    > What do you make of people who say that two very
    > different web site versions can't be compared

    I have always felt that it's possible to assess the effectiveness of web content based on its intended purpose (ie regardless of what color it is and where the navigation links are and what the copy says and all other superficial attributes). My move to Semphonic has not changed my approach, except now I refer to it as Functionalism. :-)

    > Also, what's your take on "sweeping changes" versus
    > incremental optimization?

    I say, do whatever it takes in order to make forward progress. If, organizationally speaking, it's easier and faster to make a sweeping change, get out there and do it. It's always possible to follow up with refinements using incremental optimization techniques like MVT.

    Alex

    Hey June,

    Definitely ask clients what questions they'll have about the new design BEFORE it launches.

    Often times the questions they have require special tagging--onclick events, event tracking, etc.

    If you don't ask, sometimes the opportunity to answer the question is delayed or lost forever.

    -Alex
    www.alexlcohen.com

    June

    Good point, Alex! It's important to make sure that redesign won't break data collection. I've heard plenty of sob stories.

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