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Craig sullivan rush hair - mml 2013

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Name of presentation

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

SEO

@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

#FAIL

Competitor copying

Guessing Dice

rolling

An article the CEO

read

Competitor change

Panic

Ego

Opinion Cherished

notions Marketing

whims Cosmic rays Not on

brand enough

IT inflexibility

Internal company

needs

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

data

Web analytics

Competitor evals Customer

services

#2 :

@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

14

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 :

#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

Dont rely on amazing analytics promises

If you dont 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

Whats 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 youve 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 didnt actually leave?

And why does this matter?

@OptimiseOrDie

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