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
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• 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
• 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
• 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
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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
@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
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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
#10 :
• 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?
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Conversion Heroes!
@OptimiseOrDie
: @OptimiseOrDie
: linkd.in/pvrg14
More reading. Download the slides! Questions…
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