Elite Camp 2013 - Estonia

Shut the fuck up and listen!

Psychology, Split testing & The Web

What about the top 30 Questions?

@OptimiseOrDie

@OptimiseOrDie

• UX and Analytics (1999)

• User Centred Design (2001)

• Agile, Startups, No budget (2003)

• Funnel optimisation (2004)

• Multivariate & A/B (2005)

• Conversion Optimisation (2005)

• Persuasive Copywriting (2006)

• Joined Twitter (2007)

• Lean UX (2008)

• Holistic Optimisation (2009)

Was : Group eBusiness Manager, BelronNow : Director of Optimisation, Rush + others

@OptimiseOrDie

Woohoo!This stuff is

popular!

Books, Research, The Web

@OptimiseOrDie

The dial won’t turn anymore

With thanks to @morys

PPC SEO

@OptimiseOrDie

Books, Research, The Web

@OptimiseOrDie

• We’re still learning a lot more about the brain• It’s still very early days yet – and lots of big data involved• More and more EEG (electrical) and MRI (scans) testing• The US military plans to use MRI to recruit dogs –

optimising for fast & loyal learners(1)

• Usability testers now using multiple sensors during tests : EEG headsets, Heart rate, Blood pressure, Skin conductivity, temperature and even salivary hormones(2)

• You can even buy ‘Mind Control’ games and toys now! (3)

• And just as this is all happening• We get an explosion in new devices, contexts and ways of

interacting with brands and each other• So the Psychological landscape of consumer emotions is

being better understood, whilst also being disrupted• This is why I love my job!

Books, Research, The Web

@OptimiseOrDie

Whichtestwon.comUnbounce.comKissmetrics.comUxmatters.comRogerDooley.comPhotoUX.comTheTeamW.comBaymard.comLukew.comPRWD.com

Books, Research, Twitter

@OptimiseOrDie

@DrEscotet@TheBrainLady@RogerDooley@TheGrok@JeffreyGroks@UIE@Cugelman@Morys@PeepLaja@LukeW@Kissmetrics@Unbounce@Chudders@StephanieRieger

www.GetMentalNotes.com

Better toolkits – Last 3 years

@OptimiseOrDie

• Measure• Understand• Quantify• Triangulate• Triage• Act

Wenger 16999 Giant Swiss Army Knife -

$2199

11

Session Replay

• Record what ‘they’ saw

• Karaoke bouncing + wheeling

• Clicks that AREN’T clickable

• Autoglass form length example

Software:

Clicktale (Client) www.clicktale.com

SessionCam (Client) www.sessioncam.com

Mouseflow (Client) www.mouseflow.com

Ghostrec (Client) www.ghostrec.com

Usabilla (Client) www.usabilla.com

Tealeaf (Hybrid) www.tealeaf.com

UserReplay (Server) www.userreplay.com@OptimiseOrDie

With session replay, we still don’t know if you’re a dog

13

14@OptimiseOrDi

e

15

Feedback / VOC tools• Anything that allows immediate realtime onpage feedback

• Comments on elements, pages and overall site & service

• Can be used for behavioural triggered feedback

Kampyle

www.kampyle.com

Qualaroo

www.qualaroo.com

4Q

4q.iperceptions.com

Usabilla

www.usabilla.com@OptimiseOrDi

e

Surveys & Forms OptimisationSurveymonkey www.surveymonkey.com

Zoomerang www.zoomerang.com

SurveyGizmo www.surveygizmo.com

• If you do surveys or FORMS – checkouts, signups, lead generation, read:

Caroline Jarrett : @cjforms

Luke Wroblewski : @lukew

• Informed by their work and with copywriting from @stickycontent, we crafted a survey for Autoglass.

• We got a 35% clickthrough rate and a whopping 94% form completion rate. 9 pages long. Sweet.

• Luke Wroblewski’s work on Forms, Psychology, UX and Design is the best in the world – and essential for anyone working on a website. @OptimiseOrDi

e

17

Wear the magical slippers

Email testing www.litmus.com

(50%+ mobile) www.returnpath.com

www.lyris.com

Browser testing www.crossbrowsertesting.com

www.spoon.net

www.cloudtesting.com

www.multibrowserviewer.com

www.saucelabs.com

Mobile devices www.perfectomobile.com

www.deviceanywhere.com

www.mobilexweb.com/emulators

www.opendevicelab.com@OptimiseOrDi

e

18

Guerrilla UX testing• Mobile can be lots of fun• Some low budget stuff you may know about already:

CamStudio (free)www.camstudio.org

Mediacam AV (cheap)www.netu2.co.uk

Silverback (Mac)www.silverbackapp.com

Screenflow (Mac)www.telestream.net

UX Recorder (iOS), Skype Hugging, Reflection www.uxrecorder.com & bit.ly/tesTfm & bit.ly/GZMgxR

19

Som, feedbackRemote UX tools (P=Panel, S=Site recruited, B=Both)

Usertesting (B) www.usertesting.com

Userlytics (B) www.userlytics.com

Userzoom (S) www.userzoom.com

Intuition HQ (S) www.intuitionhq.com

Mechanical turk (S) www.mechanicalturk.com

Loop11 (S) www.loop11.com

Open Hallway (S) www.openhallway.com

What Users Do (P) www.whatusersdo.com

Feedback army (P) www.feedbackarmy.com

User feel (P) www.userfeel.com

Ethnio (For Recruiting) www.ethnio.com

Feedback on Prototypes / Mockups

Pidoco www.pidoco.com

Verify from Zurb www.verifyapp.com

Five second test www.fivesecondtest.com

Conceptshare www.conceptshare.com

Usabilla www.usabilla.com

UX Crowd tools

Split testing tools – Cheap!

• Google Content Experiments bit.ly/Ljg7Ds

• Multi Armed Bandit Explanationbit.ly/Xa80O8

• Optimizelywww.optimizely.com

• Visual Website Optimizerwww.visualwebsiteoptimizer.com

@OptimiseOrDie

• People• Products• Businesses• Organisations• Recipes• Events• Music• Local• Video• Reviews!

Huge increases in CTR and Conversion

Microdata – Landing Page Zero

@OptimiseOrDie

• There are many split test examples of review creative driving trust and sales

• Social signals increasingly important

• From hand picked• To user driven• To socially driven• You must get a reviews

infrastructure to collect, respond to and use them on other customers!

• Reviews are useful – they also SELL

“blah blah” Mrs S. Smith

“blah blah” Mrs S. Smith, Lee

“blah blah” Mrs S. Smith, Lee (read more)

“made up crap” – in quote marks

Reviews infrastructure

“Amazing Service…”

+58%

Micro Content Testing

@OptimiseOrDie

Photo UX

24 Jan 2012

• Persuasion / Influence / Direction / Explanation

• Helps people process information and stories

• Vital to sell an ‘experience’

• Helps people recognise and discriminate between things

• Supports Scanning Visitors

• Drives emotional response

short.cx/YrBczl

• Very powerful and under-estimated area

• I’ve done over 20M visitor tests with people images for a service industry – some tips:

• The person, pose, eye gaze, facial expressions and body language – cause visceral emotional reactions and big changes in behaviour

• Eye gaze crucial – to engage you or to ‘point’

Photo UX

24 Jan 2012@OptimiseOrDie

• Negative body language is a turnoff • Uniforms and branding a positive (ball

cap) • Hands are hard to handle – use a prop to

help• For Ecommerce – tip! test bigger images!• Autoglass and Belron always use real

people• In most countries (out of 33) with strong

female and male images in test, female wins

• Smile and authenticity in these examples is absolutely vital

• So, I have a question for you

Photo UX

@OptimiseOrDie

+13.9%

@OptimiseOrDie

+5.9%

Terrible Stock Photos : headsethotties.com & awkwardstockphotos.comLaughing at Salads : womenlaughingwithsalad.tumblr.com

BBC Fake Smile Test : bbc.in/5rtnv@OptimiseOrDi

e

SPAIN

+22% over control

99% confidence

@OptimiseOrDie

Some poor examples:

Prize Question – Which won and why?

@OptimiseOrDie

32

Performance

• Google Site Speed• Webpagetest.org• Mobitest.akamai.org

Site Size Requests

The Daily Mail 4574k 437

Starbucks 1300k 145

Direct line 887k 45

Ikea (.se) 684k 14

Currys 667k 68

Marks & Spencers 308k 45

Tesco 234k 15

The Guardian 195k 35

BBC News 182k 62

Auto Trader 151k 47

Amazon 128k 16

Aviva 111k 18

Autoglass 25k 10

Real testing : mobitest.akamai.org

@OptimiseOrDie

Slides : slidesha.re/PDpTPD

If you really care, download this deck:

@OptimiseOrDie

Scare the Ecom or Trading director:

Nudge Unit – Car Tax Renewals

• ANPR snap taken, reminder sent = 11% conversion

Add "Pay your tax or lose your [make of car]“

• Rises to 22% conversion

Add Photo from number plate camera?

• Rises to 33% conversion

Read More : http://www.guardian.co.uk/politics/2013/may/02/nudge-unit-has-it-worked

http://www.guardian.co.uk/society/2013/may/01/policy-francismaude

37

FREE Keyword Level Call Tracking?Step 1 : Add a unique phone number on ALL channels

(or insert your own dynamic number)

Step 2 : For phones, add “Tap to Call” or “Click to Call”

• Add Analytics event or tag for phone calls!

• Very reliable data, easy & cheap to do

• What did they do before calling?

• Which page did they call you from?

• What PPC or SEO keyword did they use?

• Incredibly useful – this keyword level call data

• What are you over or underbidding for?

• Will help you shave 10, 20%+ off PPC

• Which online marketing really sucks?

@OptimiseOrDie

38

safe

lit

safe

light

rep

air

phon

e nu

mbe

rca

r gl

ass

repa

irsa

felit

e w

inds

hiel

dw

inds

heild

rep

lace

men

tau

to g

lass

auto

win

dow

rep

lace

men

tau

to g

lass

rep

lace

men

tsa

fe li

ght

auto

gla

ss r

epai

rsa

felig

ht w

inds

hiel

dsa

felit

safe

lite

auto

gla

ssau

to w

indo

w r

epai

rau

to g

lass

spe

cial

ists

safe

lite

repa

irch

eap

win

dshi

eld

repl

acem

ent

safe

light

auto

glas

s re

plac

emen

tau

tolit

e w

inds

hiel

d re

pair

win

dshi

eld

repl

acem

ent p

rice

safe

lite

loca

tions

repl

acin

g w

inds

hiel

dsa

felit

e au

to g

lass

rep

air

win

dshi

eld

repa

irm

obile

win

dshi

eld

repa

irel

ite a

uto

glas

sre

plac

e w

inds

hiel

dsa

felit

e au

to g

lass

mn

safe

light

win

dow

rep

air

new

win

dshi

eld

cost

win

dshi

eld

crac

k re

pair

safe

ligh

t aut

o gl

ass

car

win

dow

rep

air

cost

auto

gla

ss r

epai

r ka

nsas

city

safe

ty li

teau

to g

lass

rep

air

hous

ton

txth

e gu

ys in

the

little

red

truc

ksa

felit

e pr

ices

0.0

5.0

10.0

15.0

20.0

25.0

Ratio of Calls to Online Transactions

39

Desktops?Step 1 : Add ‘Click to reveal’

• Can be a link, button or a collapsed section

• Add to your analytics software

• This is a great budget option!

Step 2 : Invest in call analytics

• Unique visitor tracking for desktop

• Gives you that detailed marketing data

• Easy to implement

• Integrates with your web analytics

• Let me explain…

40

So what does phone tracking get you?• You can do it for free on your online channels• If you’ve got any phone sales or contact operation, this will

change the game for you• For the first time, analytics for PHONE for web to claim• Optimise your PPC spend• Track and Test stuff on phones, using web technology• The two best phone A/B tests? You’ll laugh!

@OptimiseOrDie

41

Who?Company Website Coverage

Mongoose Metrics* www.mongoosemetrics.com UK, USA, Canada

Ifbyphone* www.ifbyphone.com USA

TheCallR* www.thecallr.com USA, Canada, UK, IT, FR, BE, ES, NL

Call tracking metrics www.calltrackingmetrics.com USA

Hosted Numbers www.hostednumbers.com USA

Callcap www.callcap.com USA

Freespee* www.freespee.com UK, SE, FI, NO, DK, LT, PL, IE, CZ, SI, AT, NL, DE

Adinsight* www.adinsight.co.uk UK

Infinity tracking* www.infinity-tracking.com UK

Optilead* www.optilead.co.uk UK

Switchboard free www.switchboardfree.co.uk UK

Freshegg www.freshegg.co.uk UKAvanser www.avanser.com.au AUS

Jet Interactive* www.jetinteractive.com.au AUS* I read up on these or talked to them. These are my picks.

• Optimisation can be used for evil!

• Either by accident (just stupid)

• Or by design, to trick people

wiki.darkpatterns.org/wiki/Home

Dark Persuasion

@OptimiseOrDie

@OptimiseOrDie

So why isn’t everyone doing it?

@OptimiseOrDie

1. Not experimenting & learning

2. Have software but idle3. Infrequent experiments4. Failed experiments5. Pass the Baby approach6. Badly Directed Lever Pushing

CRO

So what’s needed?

Customer Intelligence

Insight

Test Results

Instrumentation

Hypothesis

Test

Measure

Learn

Repeat

Agile, Lean, Split Testing – need UX

@OptimiseOrDie

1. Disruption or continual product improvement needs the customer at the heart of everything, even though the landscape is often changing.

2. Although we try to use these techniques, they’re sometimes levers we pull without understanding why they work or how we can best exploit them

3. Even new disruptive businesses like Uber and Airbnb – rely on one thing – a brilliant experience that glues all parties together in a delightful and carefully crafted messaging and feedback loops.

4. Airbnb – Device, context, messaging, privacy, disputes5. Mobile contextual experiences are our design future –

get used to understanding how context and device can shape the psychology of the consumer

6. Companies without the test / measure / feedback / learn cycle are vulnerable to leaner competition

The future of testing?

@OptimiseOrDie

Better inputs – tools, dataSocial & Behaviour

SegmentationPersona driven

Machine LearningGrowing research body

Deeper brain understanding

48

How is it working out for Craig?• Methodologies are not Real Life ™• It’s about the mindset of the team and managers,

not the tools or methodologies they play with• Not all my clients have all the working parts• You should not be a methodology slave – feel free to

roll your own• Use some, any techniques instead of ‘guessing’• Blending Lean and Agile UX with conversion

optimisation techniques is my critical insight from the last 5 years:

Belron World Conversion Rate Increase:2009 +5%, 2010 +10%, 2011 +15%, 2012 +25%Rush Hair (Within 3 months)Bookings +77% and Phone +33%

• Don’t over complicate it. JFDI.

“Shut the fuck up and listen. Listen some more.Ask good questions.Repeat.” Anonymous

“Changing behaviour is not as complicated or as hard as you think. Once you understand human nature, it gets surprisingly easy” Brian Solis

“I am not a number

I’m a free man”

Email

Twitter

Slideshare

: sullivac@gmail.com

: @OptimiseOrDie

: linkd.in/pvrg14

: slidesha.re/nlCDm6

STEAL MY STUFF AND USE FREELY!

TOP 30 QUESTIONS : bit.ly/ZYi4Kk | bit.ly/ZYmXDc | bit.ly/11CkJqS

CRO and Testing resources• 101 Landing page tips : slidesha.re/8OnBRh • 544 Optimisation tips : bit.ly/8mkWOB• 108 Optimisation tips : bit.ly/3Z6GrP• 32 CRO tips : bit.ly/4BZjcW• 57 CRO books : bit.ly/dDjDRJ• CRO article list : bit.ly/nEUgui• Smashing Mag article : bit.ly/8X2fLk

@OptimiseOrDie

Photography Guidelines - Belron

• Groups, vans, stores, head office, corporate guff = NO

• Single person – not groups or even person + customer (ignoring you)

• Open, Friendly, Natural, Smiling, Engaged, Alert = YES

• Smile best with eye crinkles

• Uniform – has huge effect, even wearing branded hat improves conversion

• Look straight at viewer or slightly towards CTA

• No folded arms, arms on hips, pointing, scowling, cheesy smiles, hands behind back, hanging useless by the side, clasped by groin, fiddling with hands

• Plain backgrounds only or free of distractions

• Arms with prop instead – hold a clipboard, rag, tool – I’m working for *you*

• Female images work best in almost every country – they slay the guys

• Natural, authentic and not ‘model’ or ‘stock’ image types work best for people

• Some of our best performing images would be rejected by advertisers as ‘too ugly.

• Want to know more? Contact me or check out the @brainlady

• Check out the Photo UX book