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On Thursday 22 May 2014, a clutch of Fresh Egg’s finest headed to London’s Logan Hall for the annual MeasureFest conference. Despite this being only the second year the conference has been held the agenda was rammed with topics covering analytics, measurement, user experience, personalisation, and conversion optimisation.
It was a day packed offering a wealth of information from some interesting speakers with top tips and takeaways. There was also plenty of cake and chocolate, plus our beat the buzzer game that saw contenders compete to win a Kindle Fire.
Fresh Egg account director Cath Foster supervising a beat the buzzer contestant
Congratulations to our winner Hugh Hopkins (@HughHopkins) for beating the buzzer!
Our very own director of search strategy, Duncan Heath, delivered an entertaining and informative talk on split testing vs personalisation, which also involved chocolate and wine being thrown to the audience.
Fresh Egg’s director of search strategy Duncan Heath – Split testing vs personalisation: is there a winner?
Duncan’s talk – ‘Split testing vs personalisation: is there a winner?’ – offered some fascinating insight into how split testing allows you to optimise for the ‘average’ user but, without segmentation and personalisation, potential revenue will still be missed.
Personalisation is vital to website optimisation. However, relying on personalisation alone without split testing will result in the neglect of site elements that you can’t or shouldn’t personalise. For example, you may not be able to personalise your ‘about us’ page for every user, but there is a good chance you would still want to optimise it via split testing.
You shouldn’t over personalise your site for just a small section of your audience and it’s important to remember that personalisation has its boundaries. Duncan demonstrated this point excellently by over-personalising the experience for one lucky (or not so lucky) lady named Sophie in the audience.
If you didn’t get chance to see Duncan live, you can check out his presentation slides below. He has also written a piece on the subject for Econsultancy, which you can read here.
My personal favourite was ‘Is it a bird? Is it a plane? Is it a CTA?’ – Joe Doveton. There were so many good things to take away from this one talk and I love the unusual way in which Joe presents; his presentations are always full of useful hints and tips.
GlobalMaxer’s head of client services Joe Doveton – Is it a bird? Is it a plane? Is it a CTA?
Other presentation highlights included:
Looking for somebody inspirational to follow on Twitter? Here are some of the clever folk we’re following as a result of the event:
Ryan Ogilvie – senior SEO engineer
Cath Foster – account director
Sarah Harvey – client services director
For me, there are so many things to take away from an event like this – not just about analytics and CRO but about data layers and tag management too. Here are some of my personal favourites:
Did you attend Measurefest? What were your favourite takeaways and talks? Let us know by leaving your comments below, or tweeting us @FreshEgg.
If you didn’t get chance to speak to us at the event and would like more information on the products and services Fresh Egg offers, please get in touch.