For the second project of the Search Marketing class, the students were asked to create a mind map which asks to identify a
1. According to Piotr, Google spends a lot of time on developing and testing user experience (UX). Why do you think that is?
Google has been able to succeed in recognizing the importance the impact of developing a highly efficient User Experience for users. It is important to continuously test out UX in order to ensure high customer satisfaction and minimize any mistakes or errors. It is also important to test if a server or system is slow. At any point in time consumers could decide to leave their websites because they don’t have a more efficient and simpler system. Google tries their best to maximize their efforts in making sure their site could adapt to the different user’s habits. Good UX could drive consumers to continue coming back to the website or staying on longer ad increasing their attraction.
Piotr described a project of an app that was developed for Art museums. In order to develop the UX they company must make assumptions about consumer behavior. They had to make the app usable for everyone. A person should be able to watch the content locally or from afar. Someone from another country could use a mobile network with a different speed and downloading or uploading content still works well for him or her.
2. Describe what drives Google approach to mobile metrics.
Predictive analytics and trying to see these kinds of actions they want to see people perform. They look at everything the user interacts with when using an app. Such as first downloading the app, what is the first place the user taps when using the app, what content are they looking into? Google tries to look at the impressions they make as well as what those impressions lead into. It is important to look at what the full user experience is going to look like and what it is like from different perspectives and scenarios. They focus on finding certain actions and boosting the actions they want like redirecting a person to a link to a site or signing up for something.
3. What is the litmus test that defines success?
Improving users engagement and interaction with the brand, website, app, etc. A company’s main goal is to continue bringing in awareness and then get people to continuously come back. Also make sure that people are performing the actions you initially defined as your objective to gain attraction to. For example, if you ultimately want to drive users to watch a certain video on an app or site, what are going to be your methods to drive the user to your end goal?
4. What kind of insights can be gleaned from testing content?
Testing content as well as measuring metrics is a way to continue updating and evolving your content to engage your consumers or users. It’s a way to better understand the mind set of your users in order to improve the experience for multiple sets of people.
Source: Information for the answers to the questions based off of interview with Piotr Adamczyck, Product Manager at the Google Cultural Institute in London. Interview is only available through NYU website.