Summary of SearchStars 2017 - Rethink measurement for growth with Thomas Bering, Google

00:00:00 - 00:20:00

This video discusses the importance of measuring customer value and how it can help businesses grow. Thomas Bering, a Google engineer, provides examples of how companies can improve their conversion rates by focusing on customer experience. He also discusses how testing is important in order to make decisions based on data rather than gut instinct.

• 00:00:00 Thomas Bering, a former colleague of the speaker at Google, discusses the importance of measuring customer value and how it can help businesses grow. He also discusses the danger of focusing on single metrics and how companies should instead focus on treating customers differently, and prioritizing customer experience.
• 00:05:00 In this video, Thomas Bering, a senior engineer at Google, discusses how to rethink measurement for growth. He notes that, while conversion rates are important, they don't tell the whole story. Customer lifetime value (CLV) is a better metric to focus on, as it takes into account the long-term impact of a customer's actions. This video is relevant to business owners and marketing professionals who are looking to improve their overall success.
• 00:10:00 The video discusses how to measure growth using segmentation and how to treat segments differently in order to achieve a higher return on investment. It also provides an example of how understanding and exploiting mobile micro-moments can result in an increase in business.
• 00:15:00 The speaker discusses the theory that customers are more likely to be satisfied with a product if it is easy to use and is visually appealing. She provides an example of a mobile site that is more successful than a site with blue buttons, and asks those who think the blue buttons are better to remain standing. She then goes on to discuss a second example, in which blue buttons lead to increased conversions.
• 00:20:00 In this video, Thomas Bering, a Google engineer, discusses how to rethink measurement for growth. He notes that conversion rates are the same, but the bounce rate is slightly higher on the left version with the images taking longer to load. He also discusses how Facebook chose one of these two versions, and how Eve chose a text-only version. Finally, Bering discusses how testing is important in order to determine whether a decision is made based on gut instinct or data.