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John Broady

Site Optimization Insights

As executive director at OTTO Digital - the Omniture Test&Target consulting division - John Broady brings site optimization solutions to the Web’s top retailers, marketers and publishers. John specializes in A/B testing, ongoing optimization and content personalization, He advocates an approach of “radical simplicity” to match user experience with user intention.

Interview with Tony Bradshaw at The Lampo Group: Building an Optimized Program

Friday, 26 September 2008 @ 16:34, by John Broady

I recently had the opportunity to catch with Tony Bradshaw, VP of Internet Business and Technology at The Lampo Group, Inc. a Dave Ramsey Company. Tony has built an analytics & optimization program at DaveRamsey.com, which includes SiteCatalyst, Discover and Test & Target. I wanted to find out the lessons Tony had … Read more »

Testing Some Myths about Testing and Targeting

Thursday, 14 August 2008 @ 13:30, by John Broady

Following are a few of the questions about testing that I get most often, and my best answers. Let me know if your experiences match mine.
Is it true that “ugly” pages always win?
Hardly. This is a misconception caused when an ugly page beats a high-concept design. Remember, ugly beats confusing any day.
Is simple always better?
My … Read more »

Making Web 2.0 Content Count

Tuesday, 1 July 2008 @ 8:51, by John Broady

Do you remember the Buick Reatta?  Designed to be the comeback car for Buick in the late 1980’s, the Reatta instead became infamous for its ill-conceived “Electronic Control Center”, a touchscreen console that lumped all climate and radio functions in a single, convoluted system.  Drivers and critics howled about needing to navigate multiple screens just … Read more »

The Humble but Effective A/B Test

Monday, 2 June 2008 @ 9:41, by John Broady

Over the next few weeks, I’ll be using my blog posts to highlight the Test & Target tools you have at your disposal, as well as call out the most effective ways to use them.
I’ll start the series with the A/B test, one of the most fundamental tools in your arsenal. With multivariate tests … Read more »

Landing Page Fundamentals

Tuesday, 13 May 2008 @ 16:48, by John Broady

One of the most common questions we get at OTTO Digital is: “How can I optimize my site’s landing pages?” This is a great question! After all, you’re likely paying good money to drive users to your landing pages, so it only makes sense to put effort into making sure that users actually … Read more »