Experiment Nation: The Conference 2022 – DAY FOUR

Using Heatmaps to make data-driven analysis with Deborah O'Malley
About Deborah
Named a top-10 digital marketer to follow, Deborah O’Malley is a Google Analytics certified Conversion Rate Optimization (CRO) and A/B testing specialist.

At the tender age of 8, Deborah unknowingly ran her first optimization study when, for her grade school science experiment, she cut out different shapes and colors of construction paper, posted them on a board, and asked people which version they saw first.

Fast forward many years later, Deborah became a certificated graphic designer and earned master’s of science degree, specializing in eye tracking technology.

Her research work looked at how to best design attention-grabbing messages. Her findings have been published in six prestigious peer-reviewed journals and are a source inspiration for digital marketers, worldwide.

Today, as Founder of the go-to A/B test case study resource website, GuessTheTest, Deborah aims to connect digital marketers interested in CRO and A/B testing with helpful resources and gamified A/B tests that inspire and validate testing ideas.

Having produced, analyzed, run, and published hundreds of client A/B test case studies, she’s gained a rich and unique perspective on what works and doesn’t in CRO and A/B testing.

Through her consulting firm, ConvertExperts, Deborah applies theory into practice, conducting deep data-driven analysis and shrewdly suggesting ways to optimize websites.

When not optimizing, Deborah is out speaking on the subject, in the kitchen making homemade fudge, or burning it off at the gym.

0:00 - Introduction
0:41 - Agenda
2:40 - What is a heatmap?
3:53 - How are heat maps useful?
4:43 - How to read heat maps
8:50 - Where should you focus?
22:54 - Data-driven hypotheses
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