WTF is wrong with my conversion?

Craig Sullivan, Belron®

@OptimiseOrDie

#1 – Not enough immersion

ontext Location Goals#2 – Your office is your user research

450Kr!!

Agile, Iterative, Multi Platform design

Washup

Mobile 1

Washup

App 1Washup

UX Design

Web 1

Insight

Agile Lean UX Kanban

Get OUT of the office!• This is a key technique for UX and Cross Channel Design• No excuses either – go and find people, anywhere (F&F, Retail, Local

café)• If you do this properly, you learn where all the connective tissue

needs to be – the bits that glue the experience together from a customer perspective

• Hits the sweet spot of goals, optimal technology delivery and revenue growth

• Faster time to market, lower development costs• Designed for users, not by them• Focuses entire team on what customers need and where the money

is• Actionable insights which identify pivots or disruptive opportunities• Removes costly re-release cycles on multiple platforms• Increases revenue, customer satisfaction, growth• Removes EGO, OPINION, WHIM and FLUFF -> 100%• It costs nothing but listening time

Nice day at the

office dear?

#3 – We’re robotic and emotionless

Comprehension Clarity Simplicity Persuasion Scanning

#4– You don’t value the craft of copywriting

#5– Bounce and Bail?

Luke Wroblewski : www.lukew.comCaroline Jarrett : www.formsthatwork.com

Ignore this stuff at your peril!

#6 – You have low converting forms, maintained by trolls!

#1 – Phone Number Example

+44(0)2088589999 88589999 8858 99998858-9999 02088589999 0208858 9999

0208858-9999 020 8858 9999 (020) 8858 99990208 858 9999 (0)208 858 9999 0208-858-9999

(020)8 858 9999 (02)08 8589999 (02)088589999+4402088589999 +44(0208)858 9999 +44(0)208 858 9999

Strip non numerics!

So which one is correct?

Bodø

#7 – Using your product is like watching slugs fight!

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

Slides : slidesha.re/PDpTPD

Every second counts!

Repeat visitors huge impact!

Site Size Round trip requests

High St Retailer 307k 43

Department Store 100k 18

Newspaper 195k 35

Supermarket 125k 14

Auto Sales 151k 47

m.carglass.se 25k 10

Mobile Performance Examples

Would you wait 10 or 15 seconds?Ideally you should be at 2 or less!

mobitest.akamai.comwww.webpagetest.orgGoogle site speed tags

Performance Tips• Performance optimisation MAKES MONEY• Read anything by Joshua Bixby, Amy Africa ( bit.ly/OlROqc )• Monitor performance from the handset, not your office wifi

connection• Google Site Speed tags are FREE and real world• International? - Use a CDN (e.g. Akamai)• Keep down the round trip requests (delay) and sizes

(download)• Don’t do page level redirects for mobile.• Use smart linking if you need to.• Make sure your apps are offline aware (i.e. no data

connection)• Design frippery can impact on your bottom line!

#8 – Not testing (widely or deep enough)

30 MILLION TESTS AND OVER 90% OF

THEM FAIL!

What do we get? Homepage examples

+8.31% +12.4%+10.78

%

+13.92% +8.53% +8.19%

Sweden – 5.95% lift

Norway – 18.78% lift

SPAIN

+22% over control

99% confidence

Images that Sucked

Multi-channel

Cross-channel

Unichannel

Omni-channel

#9 – You’re not investing in the Omni-channel future

Cross Channel Contact TipsTest or provide the contact options customers want:• Low cost calls (vital)• Ringback / Callback• Email• Chat• Video chat or Facetime• Ability to text youVital to explain the contact cost landscape (mobiles):• Customers don’t like ‘funny’ numbers and avoid them• You need to explain clearly what the costs are:

“Calls costs may vary depending on your network provider, package and any limits you may have on your current operating tariff. If charged, you'll be billed the same amount as the equivalent of a local calling rate” – “Free if you have monthly minutes”

Contact TrackingStep 1 : Add a unique phone number on ALL channels

(you can also change numbers for traffic source)

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

• Incredibly useful keyword level call tracking• 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 type into Google?• What are you over or underbidding for?• Which online marketing really sucks?

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Phone to Booking Ratio

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?• In the Nordics, try www.freespee.com• Other countries, see my Slideshare

#10 – Giving up is easy

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 or CRO expertise• If you can make a 10% shift in online revenue, just from smart

thinking, then what would a team of 5 be like?• If you’re finding it hard to hire people, mail me for advice.• We don’t do anything special – we just work on customer problems

to make the product better, and we love what we do.

Email

Twitter

LinkedIn

Slideshare

: sullivac@gmail.com

: @OptimiseOrDie

: Search “Craig Sullivan Belron”

: slidesha.re/nlCDm6

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.

If you read these books, you’ll look much smarter at work.(+ follow @OptimiseOrDie)

Miscellaneous x-channel tips• Use unique vouchers, offers, promo codes or ‘Quote this priority code when ordering’ to track offline• Ensure all your communications (email, SMS, mobile push) has considered the ‘what’s next then’ question – don’t think of

the message, think of how it springboards to activity or another channel• Don’t forget linking – hyperlinks, emails, simple ways to sign in, no login required for viewing, able to be forwarded, can post

links – ensure that everything is linkable across all channels and platforms• Run surveys (kissinsights, surveygizmo) on different channel preference customers and platform users – ask them questions• Make any basket carry across channels – don’t force people to have to jump through hoops here – it’s your job to make it

easy to remember, link and pass this stuff around• Build your mobile and tablet experiences to be contextual• Get your email compatibility right using Litmus, Returnpath or Lyris – to test they can read the things• Make use of SMS more often as channel glue – it’s so easy and is very interruptive (i.e. gets rapid attention)• Always allow something else other than STOP on SMS - for charity donation, allow SKIP to say “I’m skint – come back next

month” – STOP is very final. • Always be collecting mobile numbers and emails from all offline activity, wherever you can• Start thinking less of landlines and more of mobiles when calling back people – make sure they can see who is calling or let

them text you. How the heck do they know it’s your team calling, if they’re screening calls from someone else they don’t want to talk to?

One last tip• Do you struggle to get data into your BI tools from web?• Hijack a field today!• Find a text field (e.g. the comments field, an unused field, something with text)• Add tracking data – for example

“Please leave the parcel by the side gate of 6B please” becomes“Please leave the parcel by the side gate of 6B please [P215W22C5]”

• Humans can ignore, analysis tools can extract useful data• Lead time 6-9 months for the IT teams involved.• My way – 1 week• By the time I get my new tracking field, I’ll have months of data already!

#2 - Postcode ExampleCRO 1XA CR0 1XA SE!£ ^DHCR0 lXA CR0 1XA SE% $RLCRO1XA CR01XA CT^&EFCR0lXA CR01XA EC!A 1DF

CRO 1XA CR0 1XA SE£ (SHCR0 lXA CR0 1XA SE3 9SH.

Strip spaces. Fix transposed characters (0/1/L/O). Transform shifted characters. Trim if front part matches post office codes. Clean the data, fix it invisibly and generate NO error message.

Auto fix = 2.5% increase in conversion for one field.

What’s our testing mix?

• A/B testing – Homepage, Landing pages, Funnels• MVT testing – high traffic landing or home pages

– Mini (less than 8 variables)– Midi (8-32)– Maxi (>32 variables)

And 6 types of specialised testing:• Funnel testing – bedding in new funnels• Landing page optimisation• Cross channel testing • Iterative feature and product testing• Micro testing • Telephony MVT

Images that Sucked

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• Plain backgrounds only• No folded arms, arms on hips, pointing,

scowling, cheesy smiles, 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*

• 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

• Photoshoots and tests can be used to drive advertising strategy

• Pre TV test of potential ‘actors’ on website? X factor meets split testing?

• We get better images now, but we keep working on the guidelines!

• We still got a genital framing picture the other week

Image Guidelines