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

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Further reading…

Email : Sullivac@gmail.com

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