#WAWCPHMeet @OptimiseOrDieReason for being : I Optimise StuffPast : John Lewis, Lovefilm, Belron, PwCNow : Director of Optimisation, Rush

Email

Twitter

Slideshare

: sullivac@gmail.com

: @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?

24 Jan 2012

Three Presentations

#1 Conversion MethodologiesHow does CRO fit in with Lean UX, Agile, User Centred, Waterfall?

#3 Analytics Genius TipsTop tips from #Measurecamp + my 2013 roundup of cool stuff

#2 The Optimisers ToolkitThe best tools recommended by CRO practitioners

#1 Conversion Methodologies

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 ?

#2 2013 Tips roundup!!!!!!!

Tips Roundup 2013

#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 loaded time report• 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 inc. tablet ]• Create a mobile only segment [Include Mobile (including tablet) & Exclude Tablet

containing yes]. Apply 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 is worth nearly 6% more revenue

#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/

• Which of these is most appealing?

#10 : Microdata

24 Jan 2012

#10 : Microdata – SERPS UX• Reviews – huge increases in CTR and Conversion• People• 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 2.2 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• Or keep the inside of toilet rolls

Questions?

#3 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?

#3 – Testing tools

Email testing www.litmus.comwww.returnpath.comwww.lyris.com

Browser testing www.browsercam.comwww.crossbrowsertesting.comwww.cloudtesting.comwww.multibrowserviewer.comwww.saucelabs.com

Mobile devices www.perfectomobile.comwww.deviceanywhere.comwww.mobilexweb.com/emulatorswww.opendevicelab.com

#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?

#4 : Guerrilla Usability Testing• All you need is a device, time and people!• Use one of these tools for session recording:

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

Camtasiawww.techsmith.com

Silverback (Mac)www.silverbackapp.com

Screenflow (Mac)www.telestream.net

UX Recorder (iOS)www.uxrecorder.com

#5 : Productivity tools

#5 Join.me

24 Jan 2012

#5 Pivotal Tracker

24 Jan 2012

• 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

24 Jan 2012

#5 Conceptshare

24 Jan 2012

#5 Basecamp

24 Jan 2012

#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 event or PV trigger for any phone interaction• Incredibly useful keyword level call data• 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?• What are you over or underbidding for?• Will help you shave 10, 20%+ off PPC• Which online marketing really sucks?

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…

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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

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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 Freespee today!• Other countries, see the next slide

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.

#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

• Optimisation can be used for evil!• Either by accident (just stupid)• Or by design, to trick people

wiki.darkpatterns.org/wiki/Home

Evil CRO

So how do I become an Optimiser?• It’s a state of mind, not 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!

“We always had a plan for

pulling out”

“We always had a plan for

pulling out”

Email

Twitter

Slideshare

: sullivac@gmail.com

: @OptimiseOrDie

: linkd.in/pvrg14

: slidesha.re/nlCDm6

More reading. Slides and resources on slideshare.net