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  Q. Could you share some tools that readers could use on their sites? 

  

Ben Jesson, Conversion Rate Expert :

 Excellent design is a prerequisite for conver-

sion, but the biggest breakthroughs tend to be the new tools and techniques for gath-

ering insights into the visitor’s mindset. 

 For determining how visitors interact with a site we often use both ClickTale and 

CrazyEgg for this. 

 KISSInsights and Ethnio are both good for asking your visitors to give you immedi-

ate feedback on your site. GazeHawk enables you to conduct an eyetracking study on 

your site for a tiny fraction of the traditional cost. 

 Many of your readers will already know about how wireframing is important in order 

to get agreement on functional aspects before you take the time to make a site look 

good. We like Balsamiq for that purpose.    

 Figure 10.1 

 Key  factors  in  achieving  change       

Market and

business

models

Business

processes

Organisational

structure

and culture

Technology,

infrastructure

Change management

Change levers

Success factors

Key

Leadership

commitment

Project

management

Employee

acquisition,

retention

Employee

ownership

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Chapter 10  Change management

● 

action to attract and keep the right staff to achieve change;

● 

employee ownership of change.

This chapter focuses on how to best achieve these success factors. Activity 10.1 introduces 

some of the changes required by digital business.

Some of these challenges for smaller business in a start‑up phase are similar, but many dif‑

ferent challenges are raised by their scale. These challenges are explored in Box 10.1.