Ismaël Sow

Ismaël Sow is a conversion optimization and analytics consultant living between Paris and East Africa. He is passionate about solving business problems with user research. You can reach him at searchness.com, his latest project.

Usability Test Reporting: Spend Less Time, Have More Impact

Usability testing is one of the most effective ways to uncover issues that users have on your website or app. It works whether you’re a behemoth with millions of users or a startup that’s just left the proverbial garage.

The problem is that usability testing takes time—time to recruit participants, moderate and watch videos, and compile results.

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Personalization: How to Build a Revenue Boosting Program from Scratch

Did you know that Netflix has only 90 seconds to find a show that suits a user before she gets frustrated and quits? According to a recent academic study, “a typical Netflix member loses interest after perhaps 60 to 90 seconds of choosing, having reviewed 10 to 20 titles (perhaps 3 in detail) on one or two screens.”

How does Netflix manage to find the right show for the right user so quickly?

According to the same study, 80% of its customers’ video plays comes from its personalized recommendation engine. Netflix estimates the value brought by this personalized recommendation system at a billion dollars per year.

That’s a serious win achieved through personalization.

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