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Agenda – Conversion Manager Course
#1 The Optimisers Toolkit The best tools recommended by CRO practitioners
#2 CRO Project Styles How does CRO fit in with Lean UX, Agile, User Centred, Waterfall?
#3 Analytics Genius Tips Top tips from 2013 – from around the world
#4 Best Practice AnswersThe key learnings from 6 years of optimisation
#5 Site ReviewsLet me give you feedback or advice on your site or project
Conversion Heroes!Meet @OptimiseOrDieReason for being : I Optimise StuffPast : John Lewis, Lovefilm, Belron, PwCNow : Director of Optimisation, Rush
Slides
: @OptimiseOrDie
: linkd.in/pvrg14
: slidesha.re/nlCDm6
"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.
Is there a way to fix this then?
20 Mar 2013
Agenda
#1 The Optimisers Toolkit The best tools recommended by CRO practitioners
#2 CRO Project Styles How does CRO fit in with Lean UX, Agile, User Centred, Waterfall?
#3 Analytics Genius Tips Top tips from 2013 – from around the world
#4 Best Practice AnswersThe key learnings from 6 years of optimisation
#5 Site ReviewsLet me give you feedback or advice on your site or project
#1 The Optimisers Toolkit
The Optimisers Toolkit
#1 Session Replay#2 Browser & Email testing#3 VOC & Feedback tools#4 Guerrilla Usability#5 Productivity tools#6 Split testing#7 Performance#8 Crowdsourcing#9 Analytics Love
#1 : Session Replay• 3 kinds of tool :
Client side • Normally Javascript based• Pros : Rich mouse and click data,
errors, forms analytics, UI interactions.• Cons : Dynamic content issue, Performance hit
Server side• Black Box -> Proxy, Sniffer, Port copying device• Pros : Gets all dynamic content, fast, legally tight• Cons : No client side interactions, Ajax, HTML5 etc.
Hybrid• Clientside and Sniffing with central data store
#1 : Session Replay• Vital for optimisers & fills in a ‘missing link’ for insight• Rich source of data on visitor experiences• Segment by browser, visitor type, behaviour, errors• Forms Analytics (when instrumented) are awesome• Can be used to optimise in real time!
Session replay tools• Clicktale (Client) www.clicktale.com• Mouseflow (Client) www.mouseflow.com• Ghostrec (Client) www.ghostrec.com• Tealeaf (Hybrid) www.tealeaf.com• Usabilla (Client) www.usabilla.com• UserReplay (Server) www.userreplay.com• SessionCam (Client) www.sessioncam.com
#2 : 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• Tip! : Take the Call Centre for beers
• Kampylewww.kampyle.com
• Qualaroo www.qualaroo.com
• 4Q4q.iperceptions.com
• Usabillawww.usabilla.comAny more?
#2a : Survey ToolsI’ve used• Surveymonkeywww.surveymonkey.com (1/5)• Zoomerang www.zoomerang.com (3/5)• SurveyGizmo www.surveygizmo.com (5/5)
• Read anything by and follow @cjforms• Any others?
#3 – Testing tools
Email testing www.litmus.comwww.returnpath.comwww.lyris.com
Browser testing www.browsercam.com (BOING!)www.crossbrowsertesting.comwww.cloudtesting.comwww.multibrowserviewer.comwww.saucelabs.com
Mobile devices www.perfectomobile.comwww.deviceanywhere.comwww.mobilexweb.com/emulatorswww.opendevicelab.com
#4 : Guerrilla Usability Testing• All you need is a device, time and people!• Use one of these tools for session recording:
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)www.uxrecorder.com
#5 : Productivity tools
#5 Join.me
20 Mar 2013
#5 Pivotal Tracker
20 Mar 2013
#5 Basecamp
20 Mar 2013
• Seriously wasting your time doing manual Excel?• Fed up doing stuff that takes hours?• Use the Google API to roll your own reports straight into Big G• Lots of good articles but ask for advice from:
@danbarker@timlb#measurecamp
• Google Analytics + API + Google docs integration = A BETTER LIFE!• Hack your way to having more productive weeks• Learn how to do this and to have fun with GA custom reports• Ask me about the importance of training
#5 Google Docs
20 Mar 2013
• LucidChart
#5 Cloud Collaboration
20 Mar 2013
• Webnotes
#5 Cloud Collaboration
20 Mar 2013
• Protonotes
#5 Cloud Collaboration
20 Mar 2013
• Conceptshare
#5 Cloud Collaboration
20 Mar 2013
#6 – Split testing tools – Cheap!• Google Content Experiments
bit.ly/Ljg7Ds
• Multi Armed Bandit Explanationbit.ly/Xa80O8
• Optimizelywww.optimizely.com
• Visual Website Optimizerwww.visualwebsiteoptimizer.com
#7 Performance
• Google Site Speed• Webpagetest.org• Mobitest.akamai.org
Site Size Requests
www.coop.se 1200k 63m.ikea.com/se/sv/
684k 14
High St Retailer 307k 43
Department Store
100k 18
Newspaper 195k 35
Supermarket 125k 14
Auto Sales 151k 47
Autoglass 25k 10
Remote tests : iPhone
Slides : slidesha.re/PDpTPD
Show your boss this split test:
Show the e-com director this one:
Som, feedbackRemote UX tools (P=Panel, S=Site recruited, B=Both)Usertesting (B) www.usertesting.comUserlytics (B) www.userlytics.comUserzoom (S) www.userzoom.comIntuition HQ (S) www.intuitionhq.comMechanical turk (S) www.mechanicalturk.comLoop11 (S) www.loop11.comOpen Hallway (S) www.openhallway.comWhat Users Do (P) www.whatusersdo.comFeedback army (P) www.feedbackarmy.comUser feel (P) www.userfeel.comEthnio (For Recruiting) www.ethnio.com
Feedback on Prototypes / MockupsPidoco www.pidoco.comVerify from Zurb www.verifyapp.comFive second test www.fivesecondtest.comConceptshare www.conceptshare.comUsabilla www.usabilla.com
#7 – UX and Crowd tools
#8 : Web Analytics Love• Properly instrumented analytics• Investment of 5-10% of developer time• Add more than you need• Events insights• Segmentation• Call tracking love!
#8 : Tap 2 Call trackingStep 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?
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Phone to Booking Ratio
What about desktop?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…
What about desktop?
0800 222 1234
0800 222 1245
0800 222 1263
0800 222 1299
0800 222 1234
Telephony CloudWeb Analytics
Onbound Call analytics:
Wait timeAbandonCall lengthOperator outcomeSales valueRatings
A
B
C
Split testingPriority routingVIP teamsOn hold musicMenuMessagesCall recordingOffline promotions!Profit line!
Call centre
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 tests?• Talk to Someone today ->
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.
Phone to Booking Ratio
#9 : Web Analytics Love
• UX of web analytics tools and reports• People, Process, Human problems• Make the UI force decisions!• Playability and exploration• Skunkworks project time (5-10%)• Give it love, time, money and iteration• Spend to automate, get more time
CRO TOOLS – ANY QUESTIONS?
• Break!
#2 CRO Project Styles
What’s the problem?• #1 User Experience and Conversion
Optimisation are not a checkbox or a step in the process – it needs to be integrated in everything you do.
• #2 This work isn’t a one off exercise either – it’s an ongoing continuous improvement process – like Kaizen
• #3 Usability testing isn’t enough – other UX factors like the visceral and behavioural emotional responses we have to products need tuning too.
• #4 It’s not just about the user!• #5 It’s usually Self Centred Design
driven by Ego, Opinion, Assumption
Also, the dial won’t turn anymore
With thanks to @morys
PPC SEO
Why is this happening?• PPC changes• Advertising models flattening – i.e. mobile Google costs• Comprehensive SEO changes• Competition increasing• Fleetness of foot – Asos in Australia• Entry costs are lower now• New entrants compete without the cruft• Startups are using better ‘build and optimise’ methodologies
than nearly all corporates• The old way of doing things is going to die• The new way of doing things is your only survival ticket
So what do people do?• They throw tools at the problem• They try usability testing and research• They generate more data to look at• They make changes without measuring or testing• They hope to randomly create the optimal system• They get an expensive agency to help them• They push their team harder, like galley slaves• They experiment with riskier advertising models• They wonder why they’re burning rubber• They try more random things• Then they call a CRO person and say
“We’ve tried everything. It isn’t working. Help!”
Skinner’s Pigeon Experiment• Participants invited into a room with objects• Told to score 100 points within 30 minutes• Participants moved objects around, made
noise, jumped around, tried anything to make a counter increase the points score.
• They got horribly confused• They then created convincing lies for
themselves, to explain what they thought was working. They became superstitious and made rituals.
• The points allocation was made randomly by a goldfish, swimming back and forward in a tank.
• Know any marketing departments like this?• I’ve seen this a lot – and it paralyses companies• We need a better way. A methodology?
Lean UX
Positive– Lightweight and very fast methods– Realtime or rapid improvements– Documentation light, value high– Low on wastage and frippery– Fast time to market, then optimise– Allows you to pivot into new areas
Negative– Often needs user test feedback to
steer the development, as data not enough
– Bosses distrust stuff where the outcome isn’t known
“The application of UX design methods into product development, tailored to fit Build-Measure-Learn cycles.”
Agile UX / UCD / Collaborative Design
Positive– User centric– Goals met substantially– Rapid time to market (especially when
using Agile iterations)
Negative– Without quant data, user goals can
drive the show – missing the business sweet spot
– Some people find it hard to integrate with siloed teams
– Doesn’t’ work with waterfall IMHO
Wireframe
Prototype
TestAnalyse
Concept
Research
“An integration of User Experience Design and Agile* Software Development Methodologies”
*Sometimes
CRO
Lean Conversion Optimisation
Positive– A blend of several techniques– Multiple sources of Qual and Quant data aids triangulation– CRO analytics focus drives unearned value inside all
products
Negative– Needs a one team approach with a strong PM who is a
Polymath (Commercial, Analytics, UX, Technical)– Only works if your teams can take the pace – you might be
surprised though!
“A blend of User Experience Design, Agile PM, Rapid Lean UX Build-Measure-Learn cycles, triangulated data sources, triage and prioritisation.”
Lean CROInspection
Immersion
Identify
Triage & Triangulate
Outcome Streams
Measure
Learn
Instrument
Triage and Triangulation
• Starts with the analytics data• Then UX and user journey walkthrough from SERPS -> key paths• Then back to analytics data for a whole range of reports:• Segmented reporting, Traffic sources, Device viewport and
browser, Platform (tablet, mobile, desktop) and many more• We use other tools or insight sources to help form hypotheses• We triangulate with other data where possible• We estimate the potential uplift of fixing/improving something
as well as the difficulty (time/resource/complexity/risk)• A simple quadrant shows the value clusters• We then WORK the highest and easiest scores by…• Turning every opportunity spotted into an OUTCOME
“This is where the smarts of CRO are – in identifying the easiest stuff to test or fix that will drive the largest uplift.”
The Bucket Methodology“Helps you to stream actions from the insights and prioritisation work. Forces an action for every issue, a counter for every opportunity being lost.”
Test If there is an obvious opportunity to shift behaviour, expose insight or increase conversion – this bucket is where you place stuff for testing. If
you have traffic and leakage, this is the bucket for that issue.
InstrumentIf an issue is placed in this bucket, it means we need to beef up the
analytics reporting. This can involve fixing, adding or improving tag or event handling on the analytics configuration. We instrument both
structurally and for insight in the pain points we’ve found.
Hypothesise This is where we’ve found a page, widget or process that’s just not working well but we don’t see a clear single solution. Since we need to really shift the behaviour at this crux point, we’ll brainstorm hypotheses. Driven by
evidence and data, we’ll create test plans to find the answers to the questions and change the conversion or KPI figure in the desired direction.
Just Do It JFDI (Just Do It) – is a bucket for issues where a fix is easy to identify or the change is a no-brainer. Items marked with this flag can either be deployed in a batch or as part of a controlled test. Stuff in here requires low effort or are micro-opportunities to increase conversion and should be fixed.
Investigate You need to do some testing with particular devices or need more information to triangulate a problem you spotted. If an item is in this
bucket, you need to ask questions or do further digging.
How is it working out?• Methodologies are not Real Life ™• It’s mainly 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 make your own or flexibly adapt• Use some, any techniques instead of ‘guessing’• Blending lean and agile with conversion optimisation
outcomes is my critical learning of the last 5 years• Doing rapid cycles of this outcome driven work for
Belron:• World Conversion Rate Increase:
2009 +5%, 2010 +10%, 2011 +15%, 2012 +25%
• If you’d like to develop a good one for your company, talk to me first!
• Don’t over complicate it.
Questions ?
#3 2013 Tips roundup!!!!!!!
Analytics Genius Tips
#1 Performance tune-ups#2 Browser money#3 Keyboard shortcuts#4 Ranking data#5 Content engagement#6 Enhanced In page#7 Duplicate transactions#8 Event tracking#9 Google API + more
#1 : Performance Tune-ups• With thanks to @Danbarker
• Add “_gaq.push(['_setSiteSpeedSampleRate', 100]);”• Amps up sampling for small & medium websites• Use the distribution report - % of pages < 3 seconds• DOM timings vital – let me explain• Avg. Document Content Loaded Time (sec) • This data is very accurate and helps conversion – pretty vital for landing
pages, where I find lots of stuff
• Make yourself a [pageview * content load time] report• This is called a ‘Suck Index’• Work your way down from the top
• Mobile speed doesn’t count Safari – please be careful!• Read more at:
http://p.barker.dj/sitespeedtips
#2 : Browser money• Create a desktop only segment [Exclude “mobile including tablets” ]• Create a mobile only segment [ For GA, Include Mobile (including tablet) &
Exclude Tablet = yes]. 3 segments Desktop, Tablet, Mobile only• Now start segmenting like this:
Browser Segment Conv rateSafari Mobile Traffic 0.79%
Internet Explorer Desktop only 1.34%
Chrome Desktop only 1.01%
Safari Tablet Traffic 1.00%
Safari Desktop only 1.28%
Firefox Desktop only 1.20%
Android Browser Mobile Traffic 0.31%
Safari (in-app) Mobile Traffic 0.69%
Chrome Mobile Traffic 0.62%
Safari (in-app) Tablet Traffic 0.89%
Chrome Tablet Traffic 0.84%
Opera Desktop only 0.10%
Android Browser Tablet Traffic 0.71%
Mozilla Compatible Agent Mobile Traffic 0.51%
Quote the opportunity!
IE8 = 1.41% revenue
IE8 converts at 20% of IE9 and IE10
Some nasty bugs cause the problem
Worth fixing?
That 1.41% problem is worth nearly 6% more checkouts!
#2 : Browser money• You should see something like this:
#3 : GA Keyboard Shortcuts• Thanks to Farid Alhadi and @fastbloke
d t Set date range to TODAY
d y Set date range to YESTERDAY
d w Set date range to LAST WEEK
d m Set date range to LAST MONTH
d c Toggle date comparison mode (to the previous period of whatever you are looking at.Example, if you’re looking at 6 days, this will compare it to the 6 days before it)
d x Toggle date comparison mode (to the previous year of the period you are looking at)
? Open keyboard shortcut help
h Search help center
a open account panel
shift + a Go to account list
s / Search reports
shift + d Go to the default dashboard of the current profile
#4 : Ranking data• Someone searches on Google for ‘Term’• Clicks on a link to your site• What was the keyword rank for that term?• Reverse engineer the actual rankings from users machines• More accurate than some SEO tools (IMHO)• Two articles to read:
http://bit.ly/Vaisnohttp://bit.ly/13lmYF2
#5 : Content Engagement• Get a better bounce rate metric• See more detailed engagement metrics• Measure scrolling and reading activity• Came from @fastbloke but originally Justin Cutroni• Measure your scrolling and exit points from long form
content
• Very nice technique – read more at:
http://bit.ly/13lmYF2http://goo.gl/1AZZb
#6 : Enhanced Page Analyticsvar _gaq = _gaq || [];var pluginUrl ='//www.google-analytics.com/plugins/ga/inpage_linkid.js';_gaq.push(['_require', 'inpage_linkid', pluginUrl]);_gaq.push(['_setAccount', 'UA-XXXXXX-Y']);_gaq.push(['_trackPageview']);
• Correct link attribution for in-page Analytics• Very nice
#7 : Duplicate transactions in GA• Thanks to Matt Clarke and @timlb• Stop skewing the data with duplicates/reloads• Custom report to check if you’re affected
http://techpad.co.uk/content.php?sid=247• I’ve seen this a few places so worth checking,
particularly if figures don’t tally!• Read more at : http://bit.ly/13lmYF2
#8 : Event tracking• Thanks to #Measurecamp – check the stream• A beginners guide : http://bit.ly/13RFoJs• Some great ideas here : http://bit.ly/UCcptx• Don’t go for ‘Event Blizzard’• Focus on specific areas where insight is needed• Choose your naming structure carefully: http://
bit.ly/WJ4R4c• Read this complete guide : http://bit.ly/VmFSJ4
#9 : Google API and more• Use the Google API to get super custom reports• You can fetch different data types (on the fly as
well as pre-calculated)• Automate a lot of Excel work – more later…• @timlb recorded all the tips for #Measurecamp• We then had an unconference• He recorded a special session for us• Listen to great tips and more:
www.youtube.com/watch?v=JWXg1_4quwUwww.youtube.com/watch?v=z41Cdg9xbk0
• Roundup : www.measurecamp.org/aftermath/
• http://www.seoskeptic.com/beyond-rich-snippets-semantic-web-technologies-for-better-seo/
• http://www.slideshare.net/ismepete/maximising-your-serp-potential-enhance-your-listings-with-rich-snippets
#10 : Microdata (a.k.a rich snippets)
20 Mar 2013
#10 : Microdata – SERPS UX• Reviews – huge increases in CTR and Conversion• People (Authors)• Products• Businesses and Organisations• Recipes• Events• Music• Local• Video
Helps to:• Dominate the page• Push other stuff down• Makes it more persuasive• The conversion journey starts here!
#11 : Measure viewport size• Thanks to @Beantin and others!• Measure the viewport size, not the resolution• Why?• Toolbars, chrome and setup varies• UK average is ~2 toolbars installed• Code example here : http://bit.ly/4xaNYK• A common conversion issue• Your desk vs. Users = different• Turn off the wifi, reduce the viewport• Cheap solution – use a toilet roll!
Questions?
#4 Best Practice• There is no such thing as ‘easy best practice’ in design or
conversion optimisation• There are patterns - but the context varies• The answer is always, “it depends” ;-)• It starts with your customers, your site, your data, your
insights – not an article online!• Ensure they’re involved – that’s BP• So what? I need some advice!• How about answers to questions?• The top 30 questions for testing• Today is an exclusive!• Steal and use my slides .com .kp .se
#1 - What is optimisation?My definition:
“A set of techniques, implemented in order to influence customer behaviour towards these outcomes” :
•Increased revenue or profit•Removing cost from the business or contact center•Increasing productivity or labor flexibility•Increasing NPS (Customer Sat) scores •Simply delighting customers
All work should be challenged on this basis!Would you do it in a retail store or shop window?Is all that stuff on the page earning rental income?
#2 - What is a leak model?• Very like a funnel diagram, except• We analyse what happens to the losses• Then we assign new outcomes:
– Used chat– Sent an email / contact form– Visited Contact Us and Exited– Called us on the phone– Requested a ringback– Subscribed to a newsletter– Completed on mobile / desktop / tablet
• Let’s see an example
Leak Model Detail
Pipe diagram
The Marketing Bath
Acquisition = Water flow
Holes = Conversion loss
Plughole = Retention
Floor water = Retargeting
Leak surprises!• When I use a leak model – 30-70% is not a loss• A loss is sometimes a channel or contact switch• This is the key insight!• UX issues or missing information contributes hugely
to the real ‘total leavers’ figure
• If you do any phone business, you MUST track• If you are multi-platform & channel, you MUST track• If you decide based on loss rates alone, you suck• If you don’t segment data, you’re missing out
#3 - Where are the best places to test?• High traffic pages of influence• Landing pages – Organic and PPC• Home page (if high traffic)• Category pages• Product/Content pages and controls• Pre-Funnel pages• Funnel steps and elements• Payment pages• Poor Navigation or Search• Hook or Trigger pages• Anywhere with a large leak %• Anything with traffic and a CTA!
#4 How do I identify issues?• Lab Usability testing• Remote Usability testing• Guerrilla Usability testing• Voice of Customer• Session Replay• Key Journey walkthroughs• CRO expert review• Analytics review• Leak Modelling• Call tracking• Asking people questions• The Call Centre – get them drunk!
#5 How do I quantify & prioritise?• Triangulate with data sources• Score each issue found by:
– Effort to test or fix (time/resource)– Volume of people impacted– Severity of issue– Lasting impact of issue– Type of issue - Persuasion, UX, Device– Opportunity (to shift behaviour)– Risk or Difficulty
• I normally use effort vs. opportunity• Plot them on a Quadrant diagram
#5 How do I quantify & prioritise?
Effort
Opp
ortu
nity
#5 Prioritisation• Allocate an outcome bucket• For an issue, cluster or page
(See bucket slides)
• You now have outcomes:– By activity stream– By priority and opportunity
• Time to start work!
#6 How long will a test take?• Very simple
– 2 business cycles minimum– Always test complete cycles– Usually a week, 2 weeks, Month
• Second part– You need 250 outcomes– Ideally 350 or more– In each outcome bucket– If you test 4 recipes, that’s 1400 outcomes– In my case above, it’s 2 weeks for 400 outcomes– Work out how long you want it to take!– Make a note of your minimum ‘length’ for 350 outcomes– If you segment, you’ll need more data
#7 What prep do I need for each issue?• Usability test insights & Personas• Analytics review data• CRO review data• Surveys or VOC feedback• Social analysis – common issues• Call centre top issues• Any additional data sources• Previous test results• Articles on this site area – as ideas• Pattern libraries• Competitor analysis (Don’t copy!)• Test run length estimates• Assemble the brainstorming team
#8 – Brainstorming the hypotheses• Not a guide to brainstorming but for optimal CRO
workshops:• Look at all the insight & data• Invite everyone: Developers, UX people, Designers,
Operations or Call centre staff, Marketing, Business owners, Copywriters, PPC and SEO people – one team!
• Show the page, process or element (The What)• Explain the analytics data (The How Much)• Explain the UX or CRO issue (The Why)• Brainstorm solutions or behaviour shifting• Identify the best issues• Cut the tests to fit the run length!• Keep what’s left for later tests• Pick the boldest, bravest, biggest shifters
#9 – What should I test on a page?• Work those value propositions• Titles, Subheadings, Copy• Call to action buttons, placement, size, design• Hero or product images• Supporting text or intro copy• Text size, decoration and formatting (scanning)• Design & Layout (paying attention to the fold
but also utilising scroll behaviour)• Visual hierarchy and separation• Removing stuff• Simplifying things• Chris Goward will cover this superbly• +1 - I highly recommend his book.
#10 – What kind of test should I run?
• A/B testing – good for:– A single change of content or design layout– A group of related changes (e.g. payment security)– Finding a new and radical shift for a template design– Lower traffic pages or shorter test times
• Multivariate testing – good for:– Higher traffic pages – Groups of unrelated changes (e.g. delivery & security)– Multiple content or design style changes– Finding specific drivers of test lifts– Testing multiple versions (e.g. click here, book now, go)
Netherlands A/B Shift Example
Previous winner +7.25%
+8.19% lift
#10 – What kind of test should I run?
• Micro testing (tiny change) – good for:– Proving to the boss that testing works– Demonstrating to IT that it works without impact– Showing the impact of a seemingly tiny change– Proof of concept before larger test
• Funnel testing – good for:– Checkouts– Lead gen– Forms processes– Quotations– Any multi-step process with data entry
• Fake it and Build it – good for:– Testing new business ideas– Trying out promotions on a test sample– Estimating impact before you build– Helps you calculate ROI
Vs.
#11 – How do I optimise a funnel?• This is worth a workshop on just this topic!• Firstly, watch for my Funnel Testing resource pack• This is a specialised area but here are some examples:
– One text change in Carglass.de & fr = +8%– Optimising address lookup = +2.5% (one field)– Cross Browser issues = 10, 14, 18% increase (8M)
• Remember – these are very warm leads• Small errors or messaging issues = -$$$• Security, Privacy, Trust, Clarity, Simplicity, Explanations = +$$$• Forms validation causes huge problems – every error = -$$$• It’s all about Humanising often robotic forms• Removing, simplifying, reassuring• If you have one, let me review it later!
#12 – What master planning document is needed?
• Create one document. It should contain:– The test configuration & flow– All assets and recipes for the testing– Analytics tagging or instrumentation– IP addresses of all ‘non customer’ sites– Success Measure & KPI definitions– Any exceptions or exclusions– Estimated test run time minimum
#13 – Should I run an A/A test first?
• No – and this is why:– It’s a waste of time– It’s easier to test and monitor instead– You are eating into test time– Also applies to A/A/B/B testing– A/B/A running at 25%/50%/25% is the best
• Read my post here :http://bit.ly/WcI9EZ
#14 – What QA testing should I do?
• Cross Browser Testing• Testing from several locations• Test IP filtering• Test analytics firing tags correctly• Test repeat visitor and session timeouts• Cross check figures from 2+ sources
#15 – What’s on the pre-flight checklist?
• KPI success measures agreed• Analytics tags firing correctly?• Final test document signed off• Test estimates issued• QA cross browser and location testing complete• IP addresses excluded from test• Checked the marketing diary again?• Legal, Brand, IT -> signoff complete
#16 – Early stage – what to watch for?• Ignore the graphs. Don’t draw conclusions.• Get a feel for the test but don’t do anything yet!• Remember – in A/B - 50% of returning visitors will see a new shiny website!• Until your test has had at least 1 business cycle and 250-350 outcomes, don’t
bother drawing conclusions or getting excited!• You’re looking for anything that looks really odd – your analytics person should be
checking all the figures until you’re satisfied• All tests move around or show big swings early in the testing cycle. Here is a very
high traffic site – it still takes 10 days to start settling. Lower traffic sites will stretch this period further.
#17 – What happens when a test flips?
• Something like this can happen:
• Check your sample size. If it’s still small, then expect this until the test settles.• If the test does genuinely flip – and quite severely – then something has changed with
the traffic mix, the customer base or your advertising. Maybe the PPC budget ran out? Seriously!
• To analyse a flipped test, you’ll need to check your segmented data. This is why you have a split testing package AND an analytics system.
• The segmented data will help you to identify the source of the shift in response to your test. I rarely get a flipped one and it’s always something changing on me, without being told. The heartless bastards.
#18 – What happens if a test is still moving around?
• There are three reasons it is moving around– Your sample size (outcomes) is still too small– The external traffic mix, customers or reaction has
suddenly changed or – Your inbound marketing driven traffic mix is
completely volatile (very rare)
• Check the sample size• Check all your marketing activity• Check the instrumentation• If no reason, check segmentation
#19 – How do I know when it’s ready?
• The hallmarks of a cooked test are:– It’s done at least 1 or 2 (preferred) cycles– You have at least 250-350 outcomes– It’s not moving around hugely at creative or segment
level performance– The test results are clear – even if the precise values
are not– The intervals are not overlapping (much)– If a test is still moving around, you need to
investigate– Always declare on a business cycle boundary – not
the middle of a period (this introduces bias)– Don’t declare in the middle of a limited time period
advertising campaign (e.g. TV, print, online)– Always test before and after large marketing
campaigns (one week on, one week off)
#20 – What happens if it’s inconclusive?
• Analyse the segmentation• One or more segments will be over and under• See if they are cancelling out• The average is a lie• Don’t think of the average – think of the
customer segments inside• If you genuinely have a test which failed to
move any segments, it’s a crap test• This usually happens when it isn’t bold or brave
enough in shifting away from the original design, particularly on lower traffic sites
• Get testing again!
#21 – What happens if it fails?
• Analyse the segmentation• One or more segments will be over and under• Check for varied performance• Now add the failed element or test to your
Knowledge Base. Mark with a warning sign.• Look at it carefully – what does the failure tell
you? Which element do you think drove the failure?
• If you know what failed (e.g. making the price bigger) then you have very useful information
• You turned the handle the wrong way• Now brainstorm a new test
#22 – What was driving my test (segments)?
• To understand beyond the headline average, you need to segment your data.
• If you have 350 outcomes and segment, you will now have much smaller samples – be very very careful! One of the key mistakes people make here.
• Segment by:– New or Returning visitor– Logged in vs. Guest– Traffic source and medium– Landing page– Keyword– Day of week / Time of day– Browser, Device, Platform (mobile, tablet, desktop)– Depth of engagement (how far they got)
#23 – Why are these numbers fuzzy?
#24 – What about the words – what help do I need?
• Employ a dedicated copywriter – period• Find someone who understands persuasive writing• If you can’t hire someone, read lots of books!• Start with Robert Cialdini, Bryan Eisenberg• Get a course from Sticky Content (for your team)• It’s not expensive to get specialist help• Always involve in the brainstorming• This is just selling – using persuasion and psychology• It isn’t new – read ‘Scientific Advertising’ from 1923• Most websites don’t practice this• It makes a huge difference in testing• Use customer goals and insight to drive levers• Here is an example!
5 Persuasive Copywriting LeversKey insights from user testing
@OptimiseOrDie
Copy testing mission – Carglass Worldwide
• Identify techniques through testing and user insight, that will:• Reflect, assist, aid comprehension of and provide clarity of message, value
proposition and overall comprehension – all blended together to get higher conversion!
• Where is the f***ing value proposition? Make sure it’s always there!• Do more to reflect the emotional and persuasive elements of writing for
our customers. It’s not for you – it’s for them.• Encourage testing of small or large scale copy changes• Drive copy from customer insight, not assumption – from targeted
hypotheses instead of randomly trying stuff and do it from the heart!• 50-70% of the lift of some tests – is *just* from the copy changes.• Leverage this in all of our work.
Emotion & Persuasion - leversCustomers do not know what to do and need support and advice• Emphasize the fact that you understand that their situation is stressful • Emphasize your expertise and leadership in vehicle glazing and will help them
get the best solution for their situation• Explain what they will need to do online and during the call-back so that they know
what the next steps will be• Explain that they will be able ask any other questions they might have during the
call-back Customers do not feel confident in assessing the damage• Emphasize the fact that you will help them assess the damage correctly online Customers need to understand the benefits of booking online• Emphasize that the online booking system is quick, easy and provides all the
information they need in regards with their appointment and general cost information
Customers mistrust insurers and find dealing with their insurance situation very frustrating• Where possible communicate the fact that the job is most likely to be free for
insured customers, or good value for money for cash customers• Show that you understand the hassle of dealing with insurance companies –
emphasise that you will help with their insurance paperwork for them, freeing them of this burden
Some customers cannot be bothered to take action to fix their car glass • Emphasize the consequences of not doing anything, e.g. ‘It’s going to cost you more
if the chip develops into a crack’
#1 “Customers do not know what to do and need support and advice”
1. Emphasize the fact that you understand that their situation is stressful 2. Take advantage of this in copy terms, by stressing their urgency, the
need to have this resolved and that they are worrying about it.
“Damaged windscreen? Let’s get you back on the road in no time!”“Worried about that chip becoming a crack? Book a repair online in 5 minutes or less”“Urgent glass repair? We can get you booked in today. Free ringback service.”“Let’s take away the worry of driving with a chip. Our repairs are lifetime guaranteed”“Cracked windscreen? Worry less with a top quality replacement from Autoglass”“If you’re off the road, let’s get your windscreen repaired fast, at any location round the UK”
#1 “Customers do not know what to do and need support and advice”
1. Emphasize our expertise and leadership in vehicle glazing and that we will help them get the best solution for their situation
2. Take advantage of this in copy terms, by emphasising call centre level of training vs. average, our range of glass, our huge supply chain, value to the consumer in innovation, cool stuff:
“Our staff train continually, just on glass. Call us on xxx so we can find the bit you need.”“We stock over 17,815 kinds of windscreens. We’re sure to have yours covered.”“We fit over x,000 windscreens a week. We know how to fit, clean up and recycle, 500 times a day”“Online booking in 5 minutes. Point out the damage and we’ll call you back free – and yes, we work with most insurers. ”“No matter the size, type, tint or place on your car – we’re sure to have the glass you need as we have over x,000 in stock, every day, within the UK.”“We test over x,000 repairs a year – to make sure we only give you the best”“We work with all the major insurers, as we do 100,000 repairs a year like yours”“Find your Nearest Autoglass with GPS. Visit our mobile site to search”“We even have support staff in our call centres. So you don’t have to go on hold”
#1 “Customers do not know what to do and need support and advice”
Explain what they will need to do online and during the call-back so that they know what the next steps will be
“Online booking, free ringback service, book online in as little as 5 minutes.”
“Calling from a mobile? Use our free ringback service or book online”
“Windscreen repair? Book online and let us find *your* glass, out of the 17,000 kinds our customers ask us to stock.”
“Our online booking is fast but we always make a courtesy call to check you’re happy”
#2 “Customers do not feel confident in assessing the damage”
Emphasize the fact that you will help them assess the damage correctly online
“Damaged windscreen? Use our damage wizard to get you booked in fast.”“Cracked windshield? Pick out the damage and get booked in easily and quickly”“Job done. Get that pesky chip repair sorted and booked today.”“Still putting it off? Let us worry about your repair by booking online”“Phone us, get a free ringback or use our online booking. Our trained glass experts will talk you through your options”“Need a windscreen repair? Point out the damage online and we’ll have your appointment booked today..”
#3 “Customers need to understand the benefits of booking online”
Emphasize that the online booking system is quick, easy and provides all the information they need in regards with their appointment and general cost information
“5 minutes is all you need… Today you can get your appointment booked”“Our online booking is simple, easy to use and doesn’t take forever to fill out. Get finished in as little as 5 minutes.”“Worried about windscreen repair? Our online guides, damage picker and helpful hints will set you straight.”“Repair or replace? Want to know your options? Try our damage checker or read our online guides”“Don’t worry. We take all your details and damage online and work with most major insurers”“We test our websites on 1,000s of customers a year, so you don’t have to. 5 minute booking”
#4 “Customers mistrust insurers and find dealing with their insurance situation very frustrating”
1. Show that you understand the hassle of dealing with insurance companies – emphasise that you will help with their insurance paperwork for them, freeing them of this burden
2. Where possible communicate the fact that the job is most likely to be free for insured customers, or good value for money for cash customers
“Windscreen chip repair? If you’re insured, it’s usually free.”“Hate doing paperwork? We work with most insurers to do all that for you. Call us today on xxxx”“Insurer approved. Most major insurers work with us, so you can book online direct, today.”“Competitive quotes. For the glass you need, you’ll great service and the best price without compromising on quality or guarantees.“It may cost less than you think. We work with most insurers to get a quality windscreen fitted. ”“Hate paperwork? So do we. Call us direct and we’ll work with most insurers to get your appointment booked in today”.“You pay nothing but your excess. We bill directly to most insurance companies so we can save you the paperwork”
#5 “Some customers cannot be bothered to take action to fix their car glass ”
Emphasize the consequences of not doing anything, e.g. ‘It’s going to cost you more if the chip develops into a crack’
“Chip turning into a crack? Stop it today. Book online with Autoglass and get your slot reserved today.”“Chipped windscreen? It could cost more on your insurance to leave it for later”“Chipped windscreen? Leaving it late could cost you more money or bonus”“Cracked windscreen? Stop worrying today and get it replaced, at a convenient time for your diary. Book online and get your slot booked today.”“If your chip turns into a crack, it may trigger your insurance excess. Let’s take the worry away by booking today. Autoglass.”
SummaryI’m stressed out – reassure me. Take the pain and worry away. Make it safe – I’m worried it will fall in, crack or chop my head off – humour me.Expertise – I don’t know how you’ll diagnose it. Looks unique to me, like a squiggle. I’m worried you’ll get the wrong glass and it will all go wrong from there. How are you going to do this online? Are your people trained or just call centres that can’t do anything and don’t know anything. How do I know all of this? Are you going to help me or jerk me around?Explain and Goal orient – Explain what’s going to happen – an outcome, a good thing, a contact, an event, a saving of time, a safer car, a finished repair. Take them in a time machine to when it’s done.Assess damage – How will you do this online? How do you work out where it is on my screen? What if I’m not sure. Ooops – I think I chose the wrong option. I’m worried about picking these options – how are you going to help me here? Is it really easy to use or complicated like lots of car stuff?Contact and service – emphasise contact and service, particularly if you can quote KPIsBenefits – What’s the value proposition here? What does the customer get? What’s the implied emotional content of the message? What will it trigger in people who read it, in the context of the keyword search they just made? Online USP – Why not just phone you eh? Probably going to ask me the questions all over again. How can I know that it will be fast, easy and painless? How do I trust you here not to make it hard and long and boring.Insurers – Often seen as the Cerberus dog by customers, will often call them for anything car related. We need to emphasise we can do this direct. Strongest and best message is around avoiding paperwork. Be careful about messages here that imply bad things about insurers (legal). Free – Find ways to say free, nearly free, almost free. Free for most people. Find a way to say free – because if you are broadly free for something, just say it. This works, the F word.Hurry up – Some customers will coast, not getting anything done. Time to rock their world, at least in terms of the video they play in their heads after you’ve written some good copy here.
Worldwide testing : Culture?• If you operate internationally, use each country results to
inform or drive tests in other markets• We don’t see cultural artefacts in testing – there isn’t a
‘German’ or ‘Dutch’ cultural response, unless the test itself exposes this.
• We *do* see market, insurance, driver differences• We *don’t* see huge variances in how techniques work
elsewhere – unless the browser model is different (e.g. Right to left reading)
• That offers a great opportunity for international testing• Don’t be afraid of ‘click here’ either• Haz Clic Aqui, Klik Hier, Click here, Cliquez ici• Key learnings – goal oriented keywords, simplicity, less words,
benefit driven, appeals to their mental model
Copy optimisation – short summary• Think of the optimisation process as a scent trail
you’re laying• Take away words, then more again.• Use Front loaded, very plain – lower educational
level Language• Persuasive, meaning laden, paints a picture with few
words• Customer words, not corporate ‘drone speak’ or ‘our
language’• Simplicity – less words, better chosen for meaning• Ask how the customer interprets – not you
Copy optimisation – short summary• Value proposition – where
is it? Is there one?• Thinking about goal and
emotionally oriented copy, not clicks
• Be honest, not woolly• Stop using things that don’t
push customer buttons (24/7 – for example)
• The emotional message – the Tennis Meeting example
Better ad copy - spot the winner
Highest Click Through Rate
Highest Conversion Rate
Lowest CPA
Lowest Cost per Click
#25 – Sharing the test results – the best way?
• Take a look at www.whichtestwon.com• Aim for the same thing internally• Get people to gamble on tests you’re running• Have a sweepstake or bet on the results• When the result is declared, talk lots about it• Circulate the results and add to a database• Use the old test results to train new people• Put all your failures in there• Write a short blog post about your tests• Run this like a commercial blog or website• Get people interested, involved and losing money!• Even the best UX and CRO people only get 60+% right. • Flip a coin, anyone?
#26 – Springing to the next test
• So you’ve completed your test and published the results• Do you (a) Bask in glory at how great you are (b) Stop
testing (c) Wait a while or (d) Declare your work is done?• Always aim to run the next test immediately after the
previous one, whilst the knowledge is fresh• Operate a continual testing program on key pages• Take all your results, insights and your brainstorming team• Rework your hypotheses based on test results, new data,
insights or segmentation.• Your mission is to drive another shift or turn a failure or
inconclusive test into a win• DO NOT test in a vacuum – ALWAYS consider history• If you tested subtleties or the result was small – be bolder!
#27 – How can I test *more* stuff than I do now?
• What are your constraints?• Most common problem – Time to launch• Second common problem – Not bold enough• Third common problem – Test takes too long to finish• All of these push down the key metric – number of tests
*completed* per month – not started• Are you running multiple streams of testing?• Are you working on new tests as current tests run?• Is your vendor or IT department slowing things down?• Lean Methodologies = cutting waste from the process• Make sure you know where the delays and wastage are• Find a way to interleave or run multiple test patterns
#28 – What’s the best kept secret in CRO?
• That 12.5% test you ran 3 months ago?• Happy at the results? Still on your slide deck?• The lift is probably not the same anymore• If you retest, you’ll get a different result!• Traffic, marketing, response and customers -> change• My tip – leave 5-10% running on the old test• Helps you prove the ROI continues• However – don’t rely on payback from one test• Run a continual program• You’re only as good as your next test• Shorter test run lengths are usually better – as they drive
shorter insight payback. MVT is still great for complex or multiple variable monitoring
• Much more impressive to quote long term lifts
#29 – What is a good conversion rate?
• Higher than the one you had last month!• Use benchmarking services (usually irrelevant)• Use hitwise – to see competitor traffic and conversion• Analyse competitor weaknesses with a CRO or funnel review.• Continual improvement, test throughput and velocity of change
will make it rise every month• Don’t trade on your test results – trade on the annual rise in
conversion. Try to beat your own conversion rate – as this is what you have control over! Don’t assume your competition gets better conversion.
• This is a long term game but most clients of mine get around 15-40% improvement in core conversion within 3-6 months.
• Belron has compounded growth over 4 years of 66% higher core conversion – growing the business hugely.
• I can tell you that their core conversion is > 8%. Does this help?
#30 – What are the key success factors?
• Number of tests completed a month• Implementing changes directly, in batches (JFDI)• Usability testing and customer input (better tests)• The throughput of your IT team and test vendor• The quality of your QA checking (wasted tests)• Instrumenting for the split testing tool AND analytics• Segmentation insights• Learning from every test + embedding this in the team• Being bold and brave – button colour test if you’re google!• Declaring test results only when they are ready• Running multiple fix/test/analyse/investigate – activity
streams
BEST PRACTICE – QUESTIONS?
Unexpected CRO
FRANCE
+8% over control
99% confidence
#30 – What part do images play?
GERMANY
+12% over control
99% confidence
SPAIN
+22% over control
99% confidence
Make sure you use real, authentic, smiling, friendly, approachable people.
Don’t use stock images for testing or on your site.
Low Q video and images are also fine – they reinforce authenticity.
www.headsethotties.com www.awkwardstockphotos.com
Take the fake smile test : bbc.in/5rtnv
Images that Suck!
Photo Guidelines• Groups, vans, stores, corporate guff =
NO• Single person – not groups or even
person + customer• Open, Friendly, Natural, Smiling,
Engaged = YES• Uniform – has huge effect, even
wearing branded ball cap improves conversion
• Look straight at viewer or slightly towards CTA button – don’t ignore the visitor!
• Plain backgrounds only• No folded arms, arms on hips,
pointing, hands behind back, hanging useless by the side, clasped by groin, fiddling with hands
• Arms with prop instead – hold a clipboard, rag, tool – I’m working for *you*
Image Guidelines for Belron
• 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
• Smile MUST involve the cheeks and eyes must crinkle! Take the smile test here to see how good you are
• Photo shoots and tests can be used to drive advertising strategy
• Pre Test your TV advertising before you shoot the video!
• We get better images now, but we keep working on the guidelines!
• We once got a genital framing picture…
“We always had a plan for
pulling out”
“We always had a plan for
pulling out”
• Make sure you use real, authentic, smiling, friendly, approachable people. Real smiles work best so make people laugh!
• Don’t use stock images for testing or on your site.
• Where models or actors eyes are looking affects conversion. True for single models and groups.
• Low Q video and images are also fine – they can reinforce authenticity.
Read this book : t.co/xYW6izLI8n and visit www.photoux.co.ukRead everything by Susan Weinschenk (@TheBrainLady)
• Optimisation can be used for evil!• Either by accident (just stupid)• Or by design, to trick people
wiki.darkpatterns.org/wiki/Home
Evil CRO
Sneaky fold
Sneaky basket
Hidden opt-out
Ripped
Evil genius award?
So how do I become an Optimiser?• It’s a state of mind, not just a course!• You need to read lots, test loads and watch customers even more• Ask someone to mentor you• Go to conferences, events, find people online• Don’t say “I think” – say “I’ll find out” or “I’ll test that”• Volunteer for shit jobs and do them well• Be the glue between people – volunteer for cross team work• Fix bad things so your team loves you• Always connect others with outcomes• Hack your job to a better life
• Make yourself more valuable, not less• Challenge fucking everything• Be annoying and never give up!
Don’t give up!• Start with the customer at the heart of everything• It’s liberating!• Use low budget solutions, cheap or free tools to get business cases
made or gain insight• Money talks so even micro testing will illustrate ROI• Invest in people who care about customers, as well as conversion• Invest in analytics talent and instrumentation • If you can make a 10% shift in a key metric (CTR, conversion), just
from smart thinking, then what would a team of 5 get you?• If you want to hire people, ask me for advice!
HOMEWORK 1• I’d like you to look at how unconscious action is part of your life every week. • Several times a day, you’ll use a door. There are many different interfaces for doors like
handles, knobs, buttons, push plates, levers and more. • We all go through every day using these things and don’t consciously think about what
we’re doing. You’ll use them at work, at home, when you travel, shop or use the loo! • There are several things you’ll spot if you keep a door diary for a few days. Let’s give you
3 weeks to finish, to give you time to fit this in. Here is your work: 1. Explore.
See how many different types of door interface you can spot. Take pictures of them and add notes on your phone or using an app. Take notes if you like with a notepad and pencil. Photographs are especially useful for showing examples.
2. Patterns and Groups. Do these door interfaces have a pattern? Do they fit into groups? What would you call these groups?
HOMEWORK 23. The Furnishings. Take a look at the door furniture and signs:
• Is there any other stuff apart from the handle that you look at?• What signs or stuff are plastered on the door? • Are there any messages telling you stuff?
4. Error with door. What happens when it goes wrong?.
This is really hard to catch but if you keep trying for a week, you’ll spot a few. What happens when the door interface goes wrong? You get it the wrong way, curse to yourself and then do something different. What do you notice about when this happens?
5. What caused it?
What was it, when it all went wrong, that led you to ‘get the door wrong’ and have to try again. What went wrong that didn’t happen with all the other doors? If you watch the door, does it happen to other people?
6. SummarySo keep a log if you can (scribbled notes, mobile phone app, photos) and look at the five things I’ve listed. There might be more stuff than I’m hinting at so observe closely.
• How many different ‘kinds’ of door interface can you spot?• Are there groups of them – similar kinds? What would you call these?• Catch yourself when it goes wrong• Watch other people when it goes wrong• Why did it go wrong
Collecting the Evidence
Apps• https://itunes.apple.com/au/app/this-is-note-calendar-+-photoalbu
ms/id403746123?mt=8• https://itunes.apple.com/us/app/awesome-note-+to-do-calendar/i
d320203391?mt=8• http://www.blurb.com/mobile
Inbox or Stream based• http://www.memonic.com/tour#web-clipper• https://launch.unifiedinbox.com/
Slideshare
: @OptimiseOrDie
: linkd.in/pvrg14
: slidesha.re/nlCDm6
More reading. Slides and resources on slideshare.net
#5 Site Reviews!
Director of Optimisation, RUSH HairOptimiser for Hire
Obligatory promo slide
• 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
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
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
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Channel switches
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Integrated CRO and analyticsSegmentation
+Spread tool use
Dynamic adaptive targetingMachine learningRealtime
Multichannel funnels
Cross channel synergy
_______________________________________________________________________________________________
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Testing
focus
Culture
Process
Analytics
focus
Insightmethod
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+User Centered DesignLayered feedback
Mini product tests
Get buyin
________________________________________________________________________________________________Missio
nProve ROI Scale the
testing Mine valueContinual
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
________________________________________________________________________________________________
