Craig sullivan rush hair - mml 2013

transcript

Why does my Mobile Conversion suck?

20th Sep 2013 @OptimiseOrDie

@OptimiseOrDie

• UX and Analytics (1999)

• User Centred Design (2001)

• Agile, Startups, No budget (2003)

• Funnel optimisation (2004)

• Multivariate & A/B (2005)

• Conversion Optimisation (2005)

• Persuasive Copywriting (2006)

• Joined Twitter (2007)

• Lean UX (2008)

• Holistic Optimisation (2009)

Was : Group eBusiness Manager, Belron

Now : Director of Optimisation, Rush + others

@OptimiseOrDie

PPC UX Analytics

A/B and Multivariate testing

Customer Satisfaction

Design

QA Development

40+ websites, 34 countries, 19 languages, 1bn+ revenue

Performance

8 people

#1 : Your analytics = Cattle Trucked

@OptimiseOrDie

#1 : Your analytics = Cattle Trucked

@OptimiseOrDie

#1 : Common problems (GA) • Dual purpose goal page

– One page used by two outcomes and not split

• Cross domain tracking – Where you jump between sites, this borks the data

• Filters not correctly set up – Your office, agencies, developers are skewing data

• Code missing or double code – Causes visit splitting, double pageviews, skews bounce rate

• Campaign, Social, Email tracking etc. – External links you generate are not setup to record properly

• Errors not tracked (404, 5xx, Other) – You are unaware of error volumes, locations and impact

• Dual flow funnels – Flows join in the middle of a funnel or loop internally

• Event tracking skews bounce rate – it can skew bounce rate (example)

@OptimiseOrDie

#1 : Solutions • Get a Health Check for your Analytics

– Try @prwd, @danbarker, @peter_oneill

• Invest continually in instrumentation

– Aim for at least 5% of dev time to fix + improve

• Stop shrugging : plug your insight gaps

• Look at event tracking (Google Analytics)

– If set up correctly, you get wonderful insights

• Would you use paper instead of a till?

• How do you win F1 races?

– 10 ways to break GA : buff.ly/16acGe3

@OptimiseOrDie

Insight - Inputs

Competitor copying

Guessing Dice

rolling

An article the CEO

Competitor change

Opinion Cherished

notions Marketing

whims Cosmic rays Not ‘on

brand’ enough

IT inflexibility

Internal company

Some dumbass

consultant

Shiny feature

blindness Knee jerk reactons

#2 : Your inputs are all wrong

@OptimiseOrDie

Insight - Inputs

Insight

Segmentation

Surveys Sales and

Call Centre

Session Replay

Social analytics

Customer contact

Eye tracking

Usability testing

Forms analytics

Search analytics Voice of

Customer Market

research

A/B and MVT testing

Big & unstructured

Web analytics

Competitor evals Customer

services

@OptimiseOrDie

#2 : Solutions • Usability testing and User Centred design

• Champion UX+ - with added numbers

– (Re)designing without inputs + numbers is guessing

• You need one team on this, not silos

• Ego, Opinion, Cherished notions fill gaps

– Fill these vacuums with insights and data

• Champion the users

– Someone needs to take their side!

• You need multiple tool inputs

– Let me show you my core list

@OptimiseOrDie

#2 : Core tools • Properly set up analytics

• Session replay tools

• Cheap / Crowdsourced usability testing

– Details on next slide

• Voice of Customer / Feedback / Teams

• A/B and Multivariate testing

– Optimizely, Google Content Experiments, VWO

• Mobile and Email testing tools

– You checked recently?

@OptimiseOrDie

#3 : No UX testing or late! • Mobile can be lots of fun

• Pubs, coffee shops look for a context match

Mr. Tappy (camera rig)

www.mrtappy.com

UX Recorder (websites not apps)

www.uxrecorder.com

Reflector (Airplay)

bit.ly/16mlJTq

Reflection (Airplay)

bit.ly/GZMgxR

Skype Hugging

bit.ly/tesTfm

Som, feedback Remote UX tools (P=Panel, S=Site recruited, B=Both)

Usertesting (B) www.usertesting.com

Userlytics (B) www.userlytics.com

Userzoom (S) www.userzoom.com

Intuition HQ (S) www.intuitionhq.com

Mechanical turk (S) www.mechanicalturk.com

Loop11 (S) www.loop11.com

Open Hallway (S) www.openhallway.com

What Users Do (P) www.whatusersdo.com

Feedback army (P) www.feedbackarmy.com

User feel (P) www.userfeel.com

Ethnio (For Recruiting) www.ethnio.com

Feedback on Prototypes / Mockups

Pidoco www.pidoco.com

Verify from Zurb www.verifyapp.com

Five second test www.fivesecondtest.com

Conceptshare www.conceptshare.com

Usabilla www.usabilla.com

#3 : UX Crowd tools list

• Device, Context, Location, Tasks, Goals

• UI simplicity, learnability, feedback

• Performance & Perceived performance

• Customer desired contact & support mix

• Cross channel journeys and glue

• Device & Screen optimal compatibility

• Mobile redirection & linking

• Minimising keyboard input, error

handling and validation loops

• Copywriting and text decoration

• Navigation and Fold (for key calls to

action) are super critical on mobile

• TESTING!

#4 : Experience the experience! Email testing www.litmus.com

www.returnpath.com

www.lyris.com

Browser testing www.crossbrowsertesting.com

www.cloudtesting.com

www.multibrowserviewer.com

www.saucelabs.com

Mobile devices www.deviceanywhere.com

www.perfectomobile.com

www.mobilexweb.com/emulators

www.opendevicelab.com

@OptimiseOrDie

#5 : Your cycles are too slow

0 6 12 18

Months

Conversion

@OptimiseOrDie

#5 : Solutions • Give Priority Boarding for opportunities

– The best seats reserved for metric shifters

• Release more often to close the gap –

• Kaizen continuous improvement – Others call it JFDI (just f***ing do it)

• Make changes AS WELL as tests, basically! – These small things add up

• RUSH Hair booking Over 100 changes – No functional changes at all 37% improvement

• Inbetween product lifecycles? – The added lift for 10 days work, worth 360k

@OptimiseOrDie

#5 : Make your own cycles

@OptimiseOrDie

#6 : -channel tracking

• One reason conversion is lower is channel jumps

• You need to try and glue this together

• Don’t rely on amazing analytics promises

• If you don’t have a strategy here, you need one

• You need to think about identifying the customer

• At every touch point and micro or macro interaction

• Loyalty, marketing, wifi, incentives, geo, instore = glue

• What’s your strategy on post identification?

• Do you rewrite the data or just ignore it?

@OptimiseOrDie

#6 : Cheap Mobile Tracking • First, give mobile (and apps) unique numbers

• Very reliable data source

Also make sure you add:

• Ringback / Callback

• Email

• Chat

• Web Forms

• Lead Gen etc.

@OptimiseOrDie

#6 : So what does that get you? • For the first time, analytics for THE PHONE and other channels

• If you’ve got any phone sales or contact operation, this will change the game for you

• Down to Google Keyword level, see what calls you get

• What pages did people call you from?

• What did they do before the call?

• Which online marketing drove the call?

• Where are you WASTING your money?

• Who left your funnel but didn’t actually leave?

And why does this matter?

@OptimiseOrDie

25.0sa

Phone to Booking Ratio

@OptimiseOrDie

#7 : still page driven • Event driven tagging is the way to go

• Measure interactions with the site

• Navigation, filters, search, pictures, zooming, facets, colours, sizes, styles, sorting etc.

• Not PAGE1 -> PAGE2 -> PAGE3 any more

• but Nav -> Search -> Filter -> Add button

• Invest time in event tracking design

• Allows you to see the real paths

• Event flow report in GA is awesome

resulting pageviews!

@OptimiseOrDie

Forrester Deck here : http://bit.ly/Pm3fPZ

#8 : You forgot the Context

@OptimiseOrDie

#9 : Your Photos and Copy suck

24 Jan 2012

• Persuasion / Influence / Direction / Explanation

• Helps people process information and stories

• Helps people recognise and discriminate between things

• Supports Scanning Visitors

• Drives emotional response

short.cx/YrBczl

Awful Call Centre Photos : headsethotties.com Stock Photos that suck : awkwardstockphotos.com Laughing at Salads : womenlaughingwithsalad.tumblr.com This pile of bills hurts my head : bit.ly/1dpwucM BBC Fake Smile Test : bbc.in/5rtnv

• Google Site Speed • Mobitest.akamai.org 29

Site Size Requests

The Daily Mail 4574k 437

Starbucks 1300k 145

Direct line 887k 45

Ikea (.se) 684k 14

Currys 667k 68

Marks & Spencers 308k 45

Tesco 234k 15

The Guardian 195k 35

BBC News 182k 62

Auto Trader 151k 47

Amazon 128k 16

Aviva 111k 18

Autoglass 25k 10

Real testing : mobitest.akamai.com

@OptimiseOrDie

Get the slides : slidesha.re/PDpTPD

If you really care, download this deck:

@OptimiseOrDie

Scare the Ecom or Trading director:

@OptimiseOrDie

www.lukew.com

Is there a way to fix this then?

Conversion Heroes!

@OptimiseOrDie

Twitter

: sullivac@gmail.com

: @OptimiseOrDie

: linkd.in/pvrg14

More reading. Download the slides! Questions…

Craig sullivan rush hair - mml 2013

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