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Craig sullivan   rush hair - mml 2013
 

Craig sullivan rush hair - mml 2013

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    Craig sullivan   rush hair - mml 2013 Craig sullivan rush hair - mml 2013 Presentation 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
    • SEO @OptimiseOrDie PPC UX Analytics A/B and Multivariate testing Customer Satisfaction Design QADevelopment 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 evalsCustomer 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, feedbackRemote 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 • 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
    • 0.0 5.0 10.0 15.0 20.0 25.0 safelit windshieldchiprepair safelitewindshield autoglass autowindowreplacement safelightauto autoglassrepair windshieldreplacementcosts safeliteautoglass safeautoglass safeliterepair windshield autoglassreplacement carglass safelitelocations autoglassrepairquotes windshieldrepair mobilewindshieldreplacement replacewindshield carwindshieldrepair newwindshieldcost autoglasswindshieldreplacement carwindowrepaircost safegl autoglassrepairhoustontx windshieldcrack 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
    • 28 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.org29
    • 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? 34 Conversion Heroes! @OptimiseOrDie
    • Email Twitter : sullivac@gmail.com : @OptimiseOrDie : linkd.in/pvrg14 More reading. Download the slides! Questions… 35