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Introducing a culture of testing & optimisation
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Introducing a culture of testing & optimisation Doing more than just getting the shoes on the shelf. Stuart McMillian Schuh LTD. Deputy Head of Ecommerce @mcmillans tu
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Introducing a culture of testing & optimisation, Doing more than just getting the shoes on the shelf.
Transcript of Introducing a culture of testing & optimisation
Introducing a culture of testing & optimisation Doing more than just getting the shoes on the shelf.
Stuart McMillianSchuh LTD.
Deputy Head of Ecommerce
@mcmillanstu
Who is this guy?!
• Scottish
• Geek
• Favourite board game: Monopoly
@mcmillanstu
What we’ll cover• The schuh context
• Building a testing culture
• The new normal
• Tomorrow’s world
@mcmillanstu
The schuh context
@mcmillanstu
A bit of schuh background• Founded 1981• 99 stores• Multichannel• Customer
service focused• Systems driven
@mcmillanstu
Ecom Challenges – A multi device world
@mcmillanstu
Ecom Challenges – A multi device world
@mcmillanstu
P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 P12 P1 P2 P3 P4 P5 P6 P7 p8 p9 p10 p11 p12 P1 P2 P3 P4 P5 P60%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Traffic by device since
Feb 2012
DesktopMobileTablet
Ecom Challenges – A multi device world
@mcmillanstu
Results you can’t always measure
Ecom Challenges – A multi device world
@mcmillanstu
Increasingly competitive marketplace
Ecommerce
Mobile Site November 2011
Tablet Site November 2012
Responsive Pilot November 2013
Schuh Responsive August 2014
Trading Online2001
@mcmillanstu
Head of Ecommerce
Deputy Head of Ecommerce
Digital Marketing
Digital Merchandising
Online Development &
Optimisation
Web Editorial Analytics Insight
Ecommerce – Team Structure
@mcmillanstu
What is a good user experience?
@mcmillanstu
Building a testing culture
@mcmillanstu
This is not an anti-agency rant…
@mcmillanstu
Status Quo Ante
• Conversion focused• Systems driven• Customer-centric• Self Reliant
• ‘Project cycles’• Backlog/Dev resource• Poor instrumentation• Self Reliant
Strengths Weaknesses
@mcmillanstu
The watershed moment
@mcmillanstu
Stop, collaborate and listen
@mcmillanstu
Teamwork
@mcmillanstu
Ecommerce
Designer (Marketing
dept)Customer
Service
Ecommerce
User
Growing the team, widening the effort
•Identify bottlenecks, resource appropriately • Democratisation of
effort to entire department & beyond
@mcmillanstu
Tools of the trade
@mcmillanstu
Training, Development & SupportBroaden Horizons • GA• PRWD• Optimizely • Conferences• The Internet!
Set New Standards1. Mobile first2. User-centric design3. Standards compliant4. Analytics ready5. SEO as standard
@mcmillanstu
Areas of improvement
@mcmillanstu
HypothesisCreation
Areas of improvement
@mcmillanstu
These aren’t the results you’re looking for
Test Analysis
Areas of improvement
@mcmillanstu
Evangelisefurther
Danger!
Don’t build new walls!
@mcmillanstu
The New Normal
@mcmillanstu
Responsive Web Design
@mcmillanstu
Mobile First
@mcmillanstu
What does that even mean?!
“It’s not a device, it’s a context!” Another guru“It’s a paradigm shift” Some guru
“It’s just a smaller screen” Yet another guru
Mobile First – A practical approach
@mcmillanstu
Smartphone represents our largest audience segment They have the biggest hardware challenges
Slow connection Small screen
Technically challenging to down-scale an experience to mobile Other devices can “afford” to pick up the overhead of up-
scaling from mobile We treat mobile as our baseline, if something is important to
how we do e-business it starts on mobile (SEO, for example)
Mobile design is bleeding in to desktop design (thankfully).
Mobile First – Challenges
@mcmillanstu
2013 Eptica Mobile CX study lists the top 3 consumer pet-hates: Sites that lack functionality compared to desktop sites Sites that were slow to load Sites that were difficult to navigate on a small screen
Usability best practice for 2014/2015 must address these!bare minimum
Mobile First – Best Practice
@mcmillanstu
Where I think we should be aiming: Search-ready. Turn off styles, how does it look? Sites that load in 1-2 seconds via 3G App-like Interaction Design, fully realising touch Seamless user journeys between screens Integrated fully with physical retail Retail infrastructure needs to adapt to mobilised consumer
(e.g. fulfilment options)
Mobile First – Speed Tips
@mcmillanstu
A few things to think about: Perception is everything. It’s not about the numbers, it’s
about how the user perceives the speed of your site.
For mobile, the network layer is still very much the major bottleneck. Optimising for available bandwidth is key. 4G won’t fix this!
Tomorrow’sWorld
@mcmillanstu
@mcmillanstu
High street innovationInnovation of the mundane: Many retailers still working towards a single view of stock
Fulfilment options not yet meeting customer expectations
Integration of offline and online still very basic
Payment technologies could be improved
@mcmillanstu
Apps
The App is DeadLong Live the App?
@mcmillanstu
@mcmillanstu
If you always do what you’ve always done, you’ll always get what you always got
Contact InfoStuart McMillanSchuh LTD.Deputy Head of EcommerceEmail: [email protected]
@mcmillanstu
Questions?
