Taming the HIPPO with Oreoluwa Akinnawo

Funnel Paths

Oreoluwa Akinnawo explains the importance of understanding various funnel paths to identify where users drop off and to comprehend user behavior. He emphasizes the need to analyze different scenarios, such as users landing on the homepage and navigating to product pages, to pinpoint where the biggest drop-offs occur. This approach helps in identifying issues at different levels, such as PDP or navigation, and provides actionable insights to stakeholders 1.

You have one main problem and multiple ways to solve it. Never look at your program as a way to churn out ideas. It's a way to solve problems, and it's a way to answer questions.

--- Oreoluwa Akinnawo

Oreoluwa's method ensures that stakeholders understand the financial impact of these drop-offs and are motivated to address them.

   

Impact

The impact of funnel analysis on decision-making and conversion rate optimization is profound. Oreoluwa highlights that human behavior is unpredictable, and even the best ideas might fail due to various factors like timing or seasonality. He stresses the importance of having data, understanding the impact, and clearly communicating the outcomes to stakeholders 2.

As long as you have these three main things, your data, the impacts and the outcome, I believe it's super easy for me to speak to anyone and then help them see the value in any experiment that you're bringing forward.

--- Oreoluwa Akinnawo

This approach not only enhances the effectiveness of experiments but also fosters richer conversations with stakeholders, ensuring alignment with business goals.