Toolkits and Tips : for Conversion Pros

10th Sep 2013 @OptimiseOrDie

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Timeline

- 1998 1999 - 2004

2004-2008 2008-2012

Belron Brands

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SEO

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PPC UX Analytics

A/B and Multivariate testing Customer Satisfaction

DesignQADevelopment

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

Performance

8 people

@OptimiseOrDie

Hands on tools!

Top Tools & Tips#1 Session Replay#2 Voice of Customer#3 Survey Tools#4 Browser & Email testing #5 Guerrilla Usability#6 Collaboration tools#7 Split testing#8 Performance#9 Crowdsourcing#10 Call tracking#11 Analytics love

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#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• SessionCam (Client) www.sessioncam.com• Mouseflow (Client) www.mouseflow.com• Ghostrec (Client) www.ghostrec.com• Usabilla (Client) www.usabilla.com• Tealeaf (Hybrid) www.tealeaf.com• UserReplay (Server) www.userreplay.com @OptimiseOrD

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#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.com

#3 - Survey Tools• Surveymonkeywww.surveymonkey.com (1/5)• Zoomerang www.zoomerang.com (3/5)• SurveyGizmo www.surveygizmo.com (5/5)

• For surveys, web forms, checkouts, lead gen – anything with form filling – you have to read these two:Caroline Jarrett (@cjforms)Luke Wroblewski (@lukew)

• With their work and copywriting from @stickycontent, I managed to get a survey with a 35% clickthrough from email and a whopping 94% form completion rate.

• Their awesome insights are the killer app I have when optimising forms and funnel processes for clients.

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#4 – Test or Die!Email testing www.litmus.com

www.returnpath.comwww.lyris.com

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

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

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#5 – Zero Budget Testing• Some low budget testing tools:

CamStudio (free)www.camstudio.org

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

Silverback (Mac)www.silverbackapp.com

Screenflow (Mac)www.telestream.net

UX Recorder (iOS), Skype Hugging, Reflection www.uxrecorder.com & bit.ly/tesTfm & bit.ly/GZMgxR

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#6 – Collaboration tools

Oh sh*t

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#6 – Basecamp (Project management)

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#6 - Join.me (free screen sharer)

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#6 – Trello (task & project)

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#6 - Pivotal Tracker (Agile, Lean)

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• LucidChart

#6 - Cloud Collaboration (flowcharting)

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• Webnotes & Protonotes

#6 - Cloud Collaboration (feedback)

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• Conceptshare

#6 - Cloud Collaboration (feedback)

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#7 - Split testing tools – Cheap!• Google Content Experiments

bit.ly/Ljg7Ds

• Multi Armed Bandit Explanationbit.ly/Xa80O8

• Optimizelywww.optimizely.com

• Visual Website Optimizerwww.visualwebsiteoptimizer.com

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#8 - Performance

• Google Site Speed• Webpagetest.org• Mobitest.akamai.org

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Site Size Requests

The Daily Mail 4574k 437Starbucks 1300k 145Direct line 887k 45Ikea (.se) 684k 14Currys 667k 68Marks & Spencers

308k 45

Tesco 234k 15The Guardian 195k 35BBC News 182k 62Auto Trader 151k 47Amazon 128k 16Aviva 111k 18Autoglass 25k 10

Real testing : mobitest.akamai.com

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Slides : slidesha.re/PDpTPD

If you really care, download this deck:

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Scare the Ecom or Trading director:

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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

#9 – UX Crowd tools

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#10 – Cheap 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 Analytics event or tag for phone calls!• 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?• Incredibly useful – this keyword level call data• What are you over or underbidding for?• Will help you shave potentially 20%+ off costs!• Which online marketing really sucks?

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#10 – And desktops?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• A paid solution (see next slide)• Unique visitor tracking for desktop • Gives you that detailed marketing data• Easy to implement• Integrates with your web analytics

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Phone to Booking Ratio

Phone to Booking Ratio

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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 UK

Avanser www.avanser.com.au AUS

Jet Interactive* www.jetinteractive.com.au AUS

#10 - So what does phone tracking get you?

• You can do it for free on your online channels• It’s really easy to implement on mobile websites• If you have support or sales by phone, you NEED this• My clients typically get 20-60% reduction in Google

CPA (cost per conversion) through optimisation• It lets you route, experiment and track all phone

contact and outcomes in the call centre• You can finally close the loop on complete online

tracking (post call outcome)• The future will involve cloud telephony – get in early!

#11 : Your analytics is broken!

@OptimiseOrDie

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

– Try @prwd, @danbarker, @peter_oneill or ask me!

• Invest continually in instrumentation– Aim for at least 5% of dev time to fix + improve

• Stop shrugging : plug your insight gaps– Change ‘I don’t know’ to ‘I’ll find out’

• Look at event tracking (Google Analytics)– If set up correctly, you get wonderful insights

• Would you use paper instead of a till?– You wouldn’t do it in retail so stop doing it

online!• How do you win F1 races?

– With the wrong performance data, you won’t@OptimiseOrD

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How is it working out for Craig?• Methodologies are not Real Life ™• It’s mainly about the mindset of the team and

managers, not the tools or methodologies used• Not all my clients have all the working parts• Use some, any techniques instead of ‘guessing’• Blending Lean and Agile UX with conversion

optimisation techniques is my critical insight from the last 5 years:

Belron World Conversion Rate Increase:2009 +5%, 2010 +10%, 2011 +15%, 2012

+25%Rush Hair (Within 6 months this year)Total Bookings +65% and Phone +58% (£M’s)

• Don’t over complicate it. JFDI.

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Is there a way to fix this then?Conversion Heroes!

@OptimiseOrDie

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Email

Twitter

:sullivac@gmail.com

:@OptimiseOrDie

:linkd.in/pvrg14

More reading. Download the slides! Questions…

So you want examples?

Examples of companies putting this stuff together in a good way:

• Belron – Ed Colley• Dell – Nazli Yuzak• Shop Direct – Paul Postance (now with EE)• Expedia – Oliver Paton• Schuh – Stuart McMillan• Soundcloud – Eleftherios Diakomichalis & Ole Bahlmann• Gov.uk – Adam Bailin (now with the BBC)

Read the gov.uk principles : www.gov.uk/designprinciples

And my personal favourite of 2013 – Airbnb!@OptimiseOrD

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#11 : 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

– If an event is set to be ‘interactive’ – it can skew bounce rate (example)

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END SLIDESFeel free to steal, re-use, appropriate or otherwise lift stuff from this deck.

If it was useful to you – email me or tweet me and tell me why – I’d be DELIGHTED to hear!

Regards,

Craig.