Craig Sullivan: you can’t fix all the problems, but you should fix the biggest problems that are easiest to fix first

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FOTO Craig Sullivan si Gabriela Bejan, GPeC Summit Noiembrie 2016 - Interviu VIDEOCraig Sullivan is one of the best world experts in User Experience, Usability Testing, User Centered Design, Web Analytics, Conversion Optimisation, Online Marketing and Voice of Customer. Craig was present at GPeC Summit November 2016, for the second time in Romania and talked to the over 1000 people in the audience about ”Growth Optimisation and A/B Testing for a Mobile World: Getting it Right”.

Our official reporter, Gabriela Bejan, interviewed Craig after his talk on conversion optimization for e-commerce and online marketing strategies. Some really cool insights:

  • one of the most common pitfalls for online marketing in conversion optimization is the fact that they want to focus on fixing all the problems. Craig thinks it is very important to prioritize the problems and fix the biggest problems first and also prioritize the biggest problems that can also be fixed the easiest;
  • the first tools that an online marketer and e-commerce shop should focus on are Google Analytics, Hotjar and Voice of Customer. Craig emphasizes the importance of asking people who come to your website about their experience;
  • online marketing is more and more about machines – programmatic and artificial intelligence.