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This set of slides lists 12 practical tools, techniques or services you can use to improve conversion rates.There are handy lists of companies and websites that will make a welcome addition to the stuff that all marketers should be using.
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Craig SullivanGroup CX ManagerBelron®
@OptimiseOrDie
What’s in your toolkit?
Group CX Manager for Belron® (Autoglass ®)I get to do it with crowds
#Convcon rocks!
• Contact deflection and online self service
• Site search analytics
• Site, Page and Campaign optimisation
• Test design and execution
• A long usable site portfolio
• ROI on UX improvements
• Over 19 years of really boring meetings
• Conversion Rate Optimisation
• A/B and Multi-variate testing
• Cross channel optimisation
• User Centered Design
• Usability testing
• Customer Research & Insight
• Web Analytics
• Browser and email compatibility
@OptimiseOrDie
OPTIMISATIONA set of techniques, implemented in order to influence customer behaviour towards these outcomes:• Increased revenue or profit• Increasing NPS (Customer Sat) scores • Lower cost for business or contact centres• Increasing productivity or labour flexibility• Simply delighting customers
We may fail with 90% of what we try. The 10% of winners let us shift behaviour hugely and measurably.
Belron® Testing Culture
@OptimiseOrDie
If you go to the men's washrooms at the Schiphol airport in Amsterdam, you may notice there's a fly in the urinals. It’s screen printed .
So what do you think most men do? That's right, they aim at the fly when they urinate.
They don't even think about it, and they don't need to read a user's manual; it's just an instinctive reaction that means 85% less spillage!
The interesting feature of these urinals is that they're deliberately designed to take advantage of this inherent human male tendency.
This is my job.
Small team, big challenge
• Team of 3 - 2 Optimisers, 1 x part time designer• Higher ROI or lower costs, without spending more• Stuff that doesn’t hinder SEO, PPC, Performance• Measurable ROI - not ego or opinion• Fast return and low cost techniques• Over 28M page tests, 22 international tests live now• Cost is few hundred K – ROI is > 50 x investment• Yes, that’s more than 5,000% back.
The toolkit
@OptimiseOrDie
Insight - Inputs
ExplodingChannels
PPC
SEO
Direct
Affiliate
Display
TV
Retargeting
Phone RingbackEmail
Chat
Mobile handsets
Apps
Tablets
Desktops
Social & Micro
PartnersDM
Insight - Inputs
Insight
Usability testing
SurveysOps and CS
teams
Clicktale
Social analytics
Customer contact
Eye tracking
Remote testing
Forms analytics Search
analytics Depth interviews
Market research
A/B and MVT testing
Unstructured data
Web analytics
Competitor evalsCustomer
services
Your ‘design’ team?
Who designs this
stuff anyway?
Who designs this
stuff anyway?
Web/Online
Marketing
Legal
IT
THE CUSTOMER
Pesky Meddling Kids?
CEO
Brand
Usability & Customers are the glue
• Usability testing – hundreds of participants, 6 countries so far• Foolproof running our programme• Diary studies• Immersion in product/shadowing• Lab & Remote testing• Analytics data• Customer insight – contact, customer feedback, research• Clicktale recordings• Business owners – market data, customer mix, local knowledge• Customer contact centre immersion (listening)• Books, Websites, Tips & Other Optimisers• Old Test Data results (e.g. Click here, Get started, Fix my glass)• Making lots of mistakes – be brave, fail faster, learn stuff
User Centered Design
Wireframe
Prototype
TestAnalyse
ConceptResearch
Multi channel and platform
Washup
Mobile 1
Washup
App 1Washup
UX Design
Web 1
Insight
A/B and Multi variate testing tools
Get one – there is no excuse!www.whichmvt.com
Free/Low cost tools– Optimizely– Google Website Optimizer– Visual Website Optimizer
What about higher end tools?– Autonomy– Webtrends
Benefits of UX combined with Testing & CRO
• Reduced ego and opinion (execs + others)• Measurable ROI• Faster time to market• Increased conversion in the pocket early• Iterative and rapid product lifecycles• Faster, smaller, focused, measured releases• Continual testing = continual improvement• SLED vs. Agile = faster return, better focus• Less reliance on anecdotal evidence• Business owners part of testing culture• Introduces a testing culture• Large cross silo team now gets involved• Helps us hit the sweet spot...
Wireframe
Prototype
TestAnalyse
Concept
#1 - Analytics – where to optimise?
• It depends on your site...• High traffic entry pages• High dropout or bail pages• Key value pages (credit card)• High cost pages (PPC)• Conversion tipping points• Persuasion points• Anywhere there is traffic and CTA!• Use a leak model?
#2 – Develop a leak model
• How many people continue?• How many leave?• How many channel switch?• Tip! Dynamic site numbering!• Where do they go?• Are there influence pages?• Any error clusters?• What are my pain points?
Leak Model Detail
Value of leak model?
• Confirmation page loses 2-5% visitors• One small change reduced this by 75% • 1 page drives 60% traffic flow to phone• Quote page has low switch but high exits• Bugs in address lookup, branch finder• Forms errors contribute hugely to ‘leavers’• Losses aren’t always big – they’re just switching• In most cases, over 50% of ‘losses’ are switchers• Use call tracking! (See www.infinity-tracking.co.uk)
#3 - Session recording
• Vital for optimizers• We use Clicktale• Fills in a ‘missing link’ for insight• Rich source of data• Segment by attribute/source/behavior• Can be used to optimise in real time!
• Clicktale www.clicktale.com• Mouseflow www.mouseflow.com• Ghostrec www.ghostrec.com• Userfly www.userfly.com
What do they record?
• Mouse movements/clicks/interactions• Scrolling• The ‘Real’ fold line• Bugs• Browser compatibility issues• Javascript errors• Forms analytics• Visual attention(yes, really)• Visibility issues• UX issues
#4 - Remote testing & crowdsourcing
What Users Dowww.whatusersdo.com Userzoom www.userzoom.com Usabilla www.usabilla.com Usertesting www.usertesting.com Loop11 www.loop11.com Ethnio www.ethnio.com Easy Usability www.easyusability.com
Open Hallway www.openhallway.com Userfeel www.userfeel.com Webnographer www.webnographer.com Feedback army www.feedbackarmy.com Mechanical turk www.mechanicalturk.com Userlytics www.userlytics.com Kupima www.kupima.com
#5 - Performance tools
• Operate internationally? Across the USA?• Customers attention span very short• ½ a second delay =
15% loss in conversion rate• On mobile, this is even more acute• Improves your Google quality score• Improves your conversion rate• Keynote, Gomez, Strangeloop• Google site speed is AWESOME• Create your own ‘Suck Index’ = page views * load time• You need to see performance from their eyes!
Performance resources?
• Read these two books ------------------------• Use Keynote, Gomez for site monitoring• Consider CDN acceleration (Akamai etc.)• Think of the customer context (device/loctn)• Optimise key traffic/conversion pages first• Do A/B splits to confirm ROI• Optimise for ‘return control to user’• Image, video, browser, mobile -> squeeze!• Optimising batch images?• Who owns customer facing performance?
#6 – Feedback tools
• Simplest example – 4q – bail from site• Deeper sampling:• Light touch – micro conversion (social, newsletter)• Starts key process – registration/purchase• Gets to tipping point – payment page• Get feedback at different funnel points• Review the user session if captured• Like 4Q but think of an onion
Onsite feedback
Immediate, Contextual, Low friction, VOC
Feedback tools:• Kampyle• Opinionlab• Foresee• Polldaddy• Build your own!
#7 - Forms and Search Analytics
• Ignore at your peril• Forms are often seen as a ‘technical’ area• What are the common errors?• What errors precede abandonment?• Validation improvements• Form design – Luke Wroblewski• Good example – Postcode Lookup• CR0 1XA CRO lXA• 2.5% loss due to strict validation• Search analytics – Hurol Inan
#8 - Browser Compatibility
• Money on the table• John Lewis test• Who doorsteps you?• Measure entry page stats only• Learn about the segments – they
might be valuable• Create a browser matrix• Use a testing service, not simulators• Test mobile devices too• Try the ‘Checkout browser’ test
“Anyone who slaps a ‘this page is best viewed with Browser X’ label on a Web page appears to be yearning for the bad old days, before the Web, when you had very little chance of reading a document written on another computer, another word processor, or another network.”Tim Berners-Lee
#9 - Testing tools
• Browser testing www.browsercam.com
• Mobile devices www.perfectomobile.comwww.deviceanywhere.com
• Performance testing www.keynote.comwww.gomez.com
• New on the block strangeloopnetworks.com
End browser and device discrimination!
#10 - Survey tools
• Dust off those survey tools and ask stuff:
• My personal rating:
• Surveymonkey www.surveymonkey.com• Zoomerang www.zoomerang.com• Surveygizmo www.surveygizmo.com
#11 - Email Optimisation
• Delivery rates• How the user sees it• Webmail & Clients• Spam/Junk filters• MVT testing• Experiment and learn• Litmus Rocks! (
www.litmus.com)
#12 - Call tracking
How it works:• Rent a bank of numbers• Add a dynamic ‘tag’ to your page• Phone number appears automatically• Customer calls this number• Captures the keywords, landing page, converting page, traffic source• Geo mapping captures customer location• When the call is hung up, optionally record the outcome code (sale, loss)• Have a special number for Facebook, SEO, Adwords traffic etc.• Lets you analyse from web -> phone call -> wait time -> answer ->outcome• Builds a link between web and call, finally
Call tracking
Why you should use it!• Most people under-report on web driven phone contact or sales• You can’t work out your advertising effectiveness, if you don’t include
phone• If you don’t measure phone, your A/B tests may be wrong• You can capture all your web AND phone, in one easy interface • Allows you a multi-channel view of all your contact sources• Lets you record offline campaigns as well with specific numbers (print, TV
etc.)• You can experiment with routing, messages, on hold music – much more
easily• If you can’t afford lots of phone numbers, this is an easy way to get
tracking
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.
Call tracking
What data can you get?• Data to keyword, group or traffic source level – for Phone
contact / conversions• Splits by location, traffic source, time, date• Data on the call – how long to answer, to abandon, call
duration• Data post call – was there a sale? (call wrapping)• Linkage between marketing activity and phone ROI on web
channels (very important)• Which parts of your site drive contact• Tagging supports GA, Omniture, Others• Complete call analytics (including recording, if wanted)
Tracking tips
• Make contact points trackable (phone, email, form, chat etc.)For example:
• Collapsible phone section on Contact Us form – tracks intent• Phone ‘reveal’ icon, button or widget – tracks intent• Tap to call wrapper on Phone• Use a smart email form instead of email address• Use ‘ringme’ ringback functionality• If email being generated, tweak subject line
• If you can’t buy phone tracking, make your own (mail me!)• See your phone traffic in GA, Omniture and most packages• Use phone tracking for major traffic groups, say:• PPC groups, Organic, Print, PPC, email, TV, Brand keywords• Integrate ‘offline’ events like returns/cancellations etc.
Follow the money – Autoglass UK• 12.4% from Web increase• 12.5% increase from Multi Variate Testing• 3.5% increase in downstream conversion rate• 4% increase in online conversion from mobile optimised site• Reduced call time (1 second = > 10k per year)• Faster booking time• 5.5% increase in NPS (Customer sat) score • Customer delight – feedback. Less questions and worries• Total increase in conversion (measured) = 32%• Actual increase in conversion = 41%• NO additional marketing spend needed• Web Channel : ROI positive within 2 weeks
My advice
• Invest in optimisation tools and talent• Tools may be low cost – expertise isn’t free• Biggest ROI is optimising the right places• Need buyin? Do some micro CRO!• Grab me after if you have questions• If you have a phone number, always track
(particularly during any tests)• Optimise low hanging fruit first
0 1 2 3 4 5 6 7 8 9 10
MVT
SEO
Devicetesting
UserCentered
Design
Analytics
Clicktale
Chat
Email testing
Funnel Optimisation
Targeting systems
Performancetuning
Analyticstalent
Series3COST -->
EFFO
RT--
>
Ad Hoc
Local HeroesChaotic Good
Level 1Starter Level
GuessingA/B testingBasic tools
AnalyticsSurveys
Contact CentreLow budget
usability
Outline process
Small teamLow hanging
fruit
+ Multi variateSession replayNo segments
+Regular usability
testing/research
PrototypingSession replay
Onsite feedback
_____________________________________________________________________________________________ _
Dedicated team
Volume opportunities
Cross silo teamSystematic
tests
Ninja TeamTesting in the
DNA
Well developed Streamlined Company wide
+Funnel optimisationCall tracking
Some segments Micro testing
Bounce ratesBig volume
landing pages
+ Funnel analysis
Low converting & High loss
pages
+ offline integration
Single channel picture
+ Funnel fixesForms analytics
Channel switches
+Cross channel testing
Integrated CRO and analyticsSegmentation
+Spread tool use
Dynamic adaptive targetingMachine learningRealtime
Multichannel funnels
Cross channel synergy
_______________________________________________________________________________________________
________________________________________________________________________________________________
Testing
focus
Culture
Process
Analytics
focus
Insightmethod
s
+User Centered DesignLayered feedback
Mini product tests
Get buyin
________________________________________________________________________________________________
Mission
Prove ROI Scale the testing Mine value
Continual improvement
+ Customer sat scores tied to
UXRapid iterative
testing and design
+ All channel view of
customerDriving offline using online
All promotion driven by testing
Level 2Early maturity
Level 3Serious testing
Level 4Core business value
Level 5You rock, awesomely
________________________________________________________________________________________________
Further reading…
Email : [email protected]
Twitter : @OptimiseOrDie
www.linkedin.com/in/craigsullivan
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
Case StudyNew funnel implementation
Tools & Techniques:ClicktaleGoogle AnalyticsSpeed Trap (analytics)OptimostBrowsercamSurvey toolsMarket researchDiary studies
The challenge
• Without operational change, improve conversion• No systems or process changes• Reskinning rather than repurpose
The response
• 10 week user centred design• Build prototype, test in lab, washup session• Rinse and repeat• Do 3 x channels week by week – Mobile, App, Web• Amazing cross synergy• 1 week sprint is tough work• 4 builds – then ready to optimise
Usability & Optimisation processFinal
prototypeUsability
issues left Final changes Release build Legal review kickoff
Cust services review kickoff
Marketing reviewTest Plan
Signoff (Legal,
Mktng, CCC)
Instrument analytics
Instrument Contact Centre
Offline tagging QA testing End-End
testingLaunch 90/10%
MonitorLaunch 80/20%
Monitor < 1 week
Launch 50/50%Go live 100%
Analytics review
Washup and actions
New hypotheses
New test design
Rinse and Repeat!
What happened first?
• £200k cost• Mobile and App – wonderful• New funnel – converts 0.5% better• Ow! What happened?• Browser bugs, fold issues, exposing cost too early• About 800 video recordings from Clicktale• Second pass – fixed more issues• Did more compatibility testing on 2 browsers• Made live – converts 12.5% better (10 things)
Takeaways
• Usable in lab? Doesn’t mean conversion gain• User testing doesn’t uncover bugs, compatibility• You must watch channel shifts – phone, email etc.• Use clicktale to bed new process in• No need to go back to lab or scrap the project• You can see fixes working in real-time!• Optimize and fix as you go• Rapid iterative changes, instead of SLED
