[Elite Camp 2016] Thomas Barker - From Zero to In-House Optimisation Superstars
Transcript of [Elite Camp 2016] Thomas Barker - From Zero to In-House Optimisation Superstars
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Thomas BarkerData and Analytics Lead: Digital & [email protected] // @tomabarker
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2015 Royal Bank of Scotland Group. All Rights Reserved. 2015 Royal Bank of Scotland Group. All Rights Reserved.
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2015 Royal Bank of Scotland Group. All Rights Reserved. 2015 Royal Bank of Scotland Group. All Rights Reserved.
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2015 Royal Bank of Scotland Group. All Rights Reserved. 2015 Royal Bank of Scotland Group. All Rights Reserved.
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2015 Royal Bank of Scotland Group. All Rights Reserved. 2015 Royal Bank of Scotland Group. All Rights Reserved.
Culture - Pronunciation: /klt/
The ideas, customs, and social behaviour of a particular people or society.
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You should test that.
Can/Did we test that?
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Build the brand Get buy-in from the Executive Tier Show the value quickly and keep telling people Humour is your friend Dont hide away
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2015 Royal Bank of Scotland Group. All Rights Reserved. 2015 Royal Bank of Scotland Group. All Rights Reserved.
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Serving customers in Scotland since 1727
15 million customers in the UK
~ 90,000 staff
Our aim is to be the Number 1 Bank in the UK for Service, Advocacy and Trust
2015 Royal Bank of Scotland Group. All Rights Reserved.
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FIREWORK CULTURE Light, run away, everybody claps
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Our Digital Looked Like This
Changes made by gut feel
Backlog of improvements to the digital experience stuck in a queue
Tweaks masked by larger updates
Too much emotional investment to fail
Not enough data to succeed
Celebrated the launch and not success
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2015 Royal Bank of Scotland Group. All Rights Reserved. 2015 Royal Bank of Scotland Group. All Rights Reserved.
Traffic Despite visitors to B&C remaining largely static this month, the number of visits has reduced by almost 400k (6.2%) something that is largely a result of reduced traffic from direct sources (most likely users of Bankline). The reduction has also been partially contributed to by activity on the retail site, which contributes 20% of all business traffic indirectly. It can be difficult to discern the impact of retail's marketing spend on B&C traffic directly, but we can work it out by observing paths into public web from retail pages in sessions with a retail campaign code - there were 15k fewer visits to B&C from retail-branded PPC activity in the month, due to an overall reduction in their marketing in this area.
Sales Various optimisations to the MTA Terms &Conditions pages have come together to improve site commerciality by 15%. However, thesuccess in moving customers from the T&Cs page into the form has also resulted in a lower overall form conversion rate (down 3.7%) further refinement of the MTA application form is necessary to realise the full benefit of optimisation activity further upstream. Display (external banners) activity started in early December has resulted in an influx of low quality but high volume start-ups traffic. Although we may see some increase in overall sales volumes, this type of referral does not help the Campaign start rate, which has fallen dramatically from a high of 40% to just 3.8%.
Marketing The NatWest PPC campaign is targeting generic lending phrases (small business loan, business loan etc) and our acquisition through this channel is getting better as a result - up by 40% to 9k. However, the highly competitive nature of the lending market for new customers is shown in the relatively low conversion rate of just 2.5% to the completion of the enquiry form.
HSBC is in the enviable position of having the top spot on the natural section of the "small business loan" phrase. This meansthat, currently, HSBC will always be featured prominently in search results without having to bid for position. Conversely, we have disabled crawler access to the RBS campaign landing page, which means we don't let it be known to Google that it's available. Due in part to this, RBS is only featured on results page 5, below all other main competitors. We should consider allowing Google to index the campaign landing pages so that natural traffic can apply using this well-optimised landing page and we can get back to near the top of the rankings for natural search. This would provide a short-cut for customers to reach the application stages, without needing to traverse the long and winding road through multiple search results pages and through the public web navigation hierarchy.
Our Analytics and Optimisation Looked Like This
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2015 Royal Bank of Scotland Group. All Rights Reserved. 2015 Royal Bank of Scotland Group. All Rights Reserved.
Traffic Despite visitors to B&C remaining largely static this month, the number of visits has reduced by almost 400k (6.2%) somethingthat is largely a result of reduced traffic from direct sources (most likely users of Bankline). The reduction has also been partially contributed to by activity on the retail site, which contributes 20% of all business traffic indirectly. It can be difficult to discern the impact of retail's marketing spend on B&C traffic directly, but we can work it out by observing paths into public web from retail pages in sessions with a retail campaign code - there were 15k fewer visits to B&C from retail-branded PPC activity in the month, due to an overall reduction in their marketing in this area.
Sales Various optimisations to the MTA Terms &Conditions pages have come together to improve site commerciality by 15%. However, the success in moving customers from the T&Cs page into the form has also resulted in a lower overall form conversion rate (down 3.7%) further refinement of the MTA application form is necessary to realise the full benefit of optimisation activity further upstream. Display (external banners) activity started in early December has resulted in an influx of low quality but high volume start-ups traffic. Although we may see some increase in overall sales volumes, this type of referral does not help the Campaign start rate, which has fallen dramatically from a high of 40% to just 3.8%.
Marketing The NatWest PPC campaign is targeting generic lending phrases (small business loan, business loan etc) and our acquisition through this channel is getting better as a result - up by 40% to 9k. However, the highly competitive nature of the lending market for new customers is shown in the relatively low conversion rate of just 2.5% to the completion of the enquiry form.
HSBC is in the enviable position of having the top spot on the natural section of the "small business loan" phrase. This meansthat, currently, HSBC will always be featured prominently in search results without having to bid for position. Conversely, we have disabled crawler access to the RBS campaign landing page, which means we don't let it be known to Google that it's available. Due in part to this, RBS is only featured on results page 5, below all other main competitors. We should consider allowing Google to index the campaign landing pages so that natural traffic can apply using this well-optimised landing page and we can get back to near the top of the rankings for natural search. This would provide a short-cut for customers to reach the application stages, without needing to traverse the long and winding road through multiple search results pages and through the public web navigation hierarchy.
Our Analytics and Optimisation Looked Like This
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2015 Royal Bank of Scotland Group. All Rights Reserved. 2015 Royal Bank of Scotland Group. All Rights Reserved.
Connected to your audience
Experiment with new content
Pull back if things dont work
Appreciate segments and changing set list
Do it all yourself
Work close to real time
BE FEARLESS
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Journey Manager aka DJs and Producers. Who are they?
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Data & Analytics
Journey Managers
COLLABORATION
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First Steps: Gain Control and Insight
Implement Journey Managers and CMS
Experiences built from sandpit of pre-built elements
1 Implement Tag Management Single View of Journey2
Complex series of platforms makes up digital experience
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Democratise the data - 110 Live data dashboards, Clicktale, etc
Always on and self-serve data. Spot opportunities and struggles
3 Help answer the why!Begin optimisation.4
First Steps: Gain Control and Insight
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Its a Dilemma
RESOURCES
ANALYSIS TESTING
OPTIMISATION
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The Solution
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Share the Learning, Share the Success
TEST
LEARN
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Transparency in Analytical Pieces, Insight and Results
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Superstar DJs dramatically increased optimisation of the digital experience
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# of Optimisation Specialists:
H1 2014
2Test Completed: 2Size of Digital Analytics: 6
# of Optimisation Specialists:
2015
70Test Completed: 400Size of Digital Analytics: 10
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Own the Moment
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1. PEOPLE: DJs need the right equipment and training
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Train the Trainer Approach
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Start with nucleus of Experts Expand through internal training academies
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Think and speak the same language as the business not like an analyst/optimiser/guru
Technical skills are important, but you need to have a business head on
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Creating a Superstar DJ: Continuous Training, Growing the Team
BEDROOM DJrelies heavily on
Producer
WEDDING DJ can manipulate basic reports.Understands
data and insights
CLUB DJ Creates
hypotheses based on data &
insights and creates tests.
SUPERSTAR DJ
self solves
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2. TRULY UNDERSTAND JOURNEYS
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We Used to be Organised as if Customers Behaved Like This
RESEARCH ADOPT SERVICE
Web
Telephony
Branch
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The Reality is a Bit More Like This
RESEARCH SERVICE
Web
Mobile
Branch
Social
Web Chat
Telephony
ADOPT
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Do you really understand Key Journeys? Why are they happening?
RESEARCH SERVICE
Web
Mobile
Branch
Social
Web Chat
Telephony
ADOPT
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3. PROGRAM AWARENESSAKA THE PR FACTORY
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Get Executive Buy In
To get executives on-board, solve their problems!!
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Shameless Self-Promotion: Managers must be Evangelists
Identify the opportunity
Build the test
Show results
Give them bragging rights
Understand their challenges
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The Proposition We recently launched a new
current (checking) account reward add on proposition
Costs 3 a month
3% back on all bills setup as Direct Debits (Automated Clearing House).
A bank giving you money
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Which Test Won: Online Banking Logout Page
Incumbent1 2 Challenger 296% increase in
conversion 300 extra
upgrades a day
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So Who Did That Particular Test?
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Not Who You Would Expect
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Landing the Exco Record Deal
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The Live Tour
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Visit your Frontline!!
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Have a PR schedule. I bet your company does, why dont you?
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Engage Your Audience and Watch How They Engage
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Its cool and playful I look forward to it every week.
Ankit Chhajer, Journey Manager
the way youre bringing this to life for the team is nothing short of brilliant!
John Montgomery, Head of Digital Sales
Love it!Katie Cassidy, Head of Digital Service
Loving your hard work!Stuart Haire, Head of Direct Bank
Love this... Can we get SSDJ for my team?
Wincie Wong, Lead Journey Manager (CT)
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4. KEEP SHARING
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Be Willing to Share. Know how to say No.1 Keep embedding the self serve approach.2
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Share the Learnings
THE MANTRA: Spot opportunities. Test content. Own the experience.Share the Learnings
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So What Next?
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We use data to decide the best message Meanwhile in the app.
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Sometimes though our customers just tell us , through their actions, what they are interested in Meanwhile in the app.
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Its up to us to react and continue that conversation in realtime Meanwhile in the app.
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But which is best?
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Bigger, Better, Faster
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Common Sense is so rare these days it should be
classed as a Superpower
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Rubber Band Principal
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Thank You
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Slide Number 1Slide Number 2Slide Number 3Slide Number 4Slide Number 5Slide Number 6Slide Number 7Slide Number 8Slide Number 9Slide Number 10Slide Number 11Slide Number 12Slide Number 13Slide Number 14Slide Number 15Journey Manager aka DJs and Producers. Who are they?First Steps: Gain Control and InsightSlide Number 18Its a DilemmaThe Solution Share the Learning, Share the SuccessTransparency in Analytical Pieces, Insight and ResultsSuperstar DJs dramatically increased optimisation of the digital experience Own the MomentSlide Number 25Train the Trainer ApproachTechnical skills are important, but you need to have a business head onSlide Number 28Creating a Superstar DJ: Continuous Training, Growing the Team Slide Number 30We Used to be Organised as if Customers Behaved Like ThisThe Reality is a Bit More Like This Do you really understand Key Journeys? Why are they happening?Slide Number 34Get Executive Buy InShameless Self-Promotion: Managers must be EvangelistsSlide Number 37Which Test Won: Online Banking Logout PageSlide Number 39Not Who You Would ExpectLanding the Exco Record DealThe Live TourVisit your Frontline!!Slide Number 44Engage Your Audience and Watch How They EngageSlide Number 46Slide Number 47Share the LearningsSo What Next?We use data to decide the best messageSometimes though our customers just tell us , through their actions, what they are interested inIts up to us to react and continue that conversation in realtimeSlide Number 53Bigger, Better, FasterSlide Number 55Rubber Band PrincipalThank You