Jon, Head of Marketing
Highly Recommended Read
I saw Craig Tomlin speak at SXSW and decided to purchase his book. Highly recommended read for any web marketing specialist tasked with squeezing more value out of existing web assets.
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WHAT CAN YOU LEARN ABOUT UX OPTIMIZATION?
The first and only book that teaches you step-by-step how to combine two typically separate sources of data: quantitative behavioral UX with qualitative usability testing data to optimize websites and dramatically improve performance
The right quantitative tools to use for data analysis
How to find hidden but critical UX behavioral data
Using qualitative tools, techniques, and procedures
Analyze qualitative data to find optimizations
How to combine qualitative and quantitative data
Making recommendations based on your analysis
WHY YOU SHOULD BUY UX OPTIMIZATION
1. Find and fix hidden website issues to improve your conversion and increase ROI
2. Use combined behavioral UX and usability data for better optimization decisions
3. Know which UX optimization data and tools are useful, and which ones are not
4. Defend UX decisions based on solid data and non-biased analysis vs assumptions
5. Eliminate guesswork and improve your site conversion faster using better analysis
COMMENTS ABOUT UX OPTIMIZATION
Bertha, Sr UX Designer
Great 'How-to' Book
This is a great 'how to' book on UX optimization. Excellent step-by-step instructions with pictures and explanations make learning easy. He adds funny or interesting stories that relate with the material in each chapter. You'll use this book often!
Jeff, Product Manager
Best Optimization Book
UX Optimization has step-by-step instructions and clear and practical advice for how to combine quantitative and qualitative data to improve websites. This is the best UX optimization book I've read so far and I highly recommend it.
Katie, Business Owner
Good UX Resource
I got this book when I met Mr Tomlin at an event he was speaking at, and I'm very glad I did. This book is a good UX resource for learning how to optimize websites. It's one of the best books I've read on improving websites and I'll be using it often.
LEARN HOW TO OPTIMIZE UX
WHAT'S IN THE BOOK
Step by step instructions with lots of images makes learning UX optimization easy!
UX Optimization Overview
You don't know what you don't know
Overview of the 4 UX optimization steps including using Personas and behavioral UX data, finding and analyzing usability data, how to combine behavioral UX and usability testing data for optimizations.
Using Personas
Important to create, get right, and use
Not everyone in the world will want to use your website. Personas identify the most common types of users, their needs, and how they expect your website to work. Use Personas to identify data for evaluation.
Behavioral UX Data
Too Many Data Choices Can Be A Bad Thing
Behavioral UX data is the 'what is happening' data from user website activity. Not all data is equal. And with so much data available how do you know what data is the best data to evaluate? This chapter will show you.
Usability Testing Data
Even One Test Can Uncover Critical Issues
Usability testing and UX research data is the 'why it's happening' data. But what type of usability test should be conducted, and what's the right way to ensure unbiased results? Learn secrets to testing success.
Putting It All Together
Looking for the patterns across diverse data
This is where we combine the 'what is happening' quantitative data with the 'why it's happening' qualitative data and identify patterns. Having a holistic view provides the data necessary to find the issues.
The Big Picture
Practice makes perfect and always test the test
Sometimes UX research can be like a bad date gone wrong. It takes time and patience to master quantitative and qualitative data analysis. Practice makes perfect, learn from what went right and wrong. Tips for success.
About the Author
William Craig Tomlin is a Senior user experience strategist, researcher and marketing conversion optimization expert. He is a Certified Usability Analyst who conducts UX research, CRO and UX design improvement to increase ROI. He consults with start-ups to the Fortune 500 and has been optimizing websites, mobile sites and apps since the mid 1990s. He has worked with firms including; AT&T, BlackBerry, Countrywide Home Loans, CDC.gov, Disney, DirecTV, IBM, Kodak, Marsh & McLennan, Prudential Ins. Co., Sprint, Verizon, WellPoint Health Networks, Zurich Ins. Co. and many more. He’s a former President of the User Experience Professional’s Association Austin chapter, and a speaker at conferences including; UXPA, SXSW, World Usability Congress, InnoTech and more.