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Measuring Top Tasks: #fusionmex presentation Gerry McGovern

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Presentation of Gerry McGovern for #fusionmex Antwerp 2011 on measuring customer top tasks.

Presentation of Gerry McGovern for #fusionmex Antwerp 2011 on measuring customer top tasks.

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  • Actual Test Results: Version A’s ‘Free Town’ offer paired with an image of the virtual town got 40.1% more consumers to fill out and submit a non-required registration form after they installed the game they’d purchased offline.WiderFunnel Marketing Optimization, a conversion optimization firm, used Google Website Optimizer to conduct the A/B test on The Sims 3 game launcher page. All versions were designed to fit a screen at 600×800 resolution so that no buttons appeared below the fold. The test ran until it hit 99.9% conclusiveness.Both pages had identical buttons and nav bars. The benefits for both offers were also identical, but the copy describing them differed. Version A’s headline emphasized the ‘Free Town’ offer whereas Version B’s headline emphasized the ‘Free Game Content’ offer. Images matched the narrative of the copy.Gamers obviously valued the town over game content, like furniture and clothing. And with 12.2 million uniques per month, a 40.1% lift amounts to thousands of new registrants. Does your product or offering have multiple benefits? If so, do you know which is most appealing to prospects? It’s worth testing to find out.
  • Actual Test Results: Version A’s ‘Free Town’ offer paired with an image of the virtual town got 40.1% more consumers to fill out and submit a non-required registration form after they installed the game they’d purchased offline.WiderFunnel Marketing Optimization, a conversion optimization firm, used Google Website Optimizer to conduct the A/B test on The Sims 3 game launcher page. All versions were designed to fit a screen at 600×800 resolution so that no buttons appeared below the fold. The test ran until it hit 99.9% conclusiveness.Both pages had identical buttons and nav bars. The benefits for both offers were also identical, but the copy describing them differed. Version A’s headline emphasized the ‘Free Town’ offer whereas Version B’s headline emphasized the ‘Free Game Content’ offer. Images matched the narrative of the copy.Gamers obviously valued the town over game content, like furniture and clothing. And with 12.2 million uniques per month, a 40.1% lift amounts to thousands of new registrants. Does your product or offering have multiple benefits? If so, do you know which is most appealing to prospects? It’s worth testing to find out.
  • Actual Test Results: Version A’s ‘Free Town’ offer paired with an image of the virtual town got 40.1% more consumers to fill out and submit a non-required registration form after they installed the game they’d purchased offline.WiderFunnel Marketing Optimization, a conversion optimization firm, used Google Website Optimizer to conduct the A/B test on The Sims 3 game launcher page. All versions were designed to fit a screen at 600×800 resolution so that no buttons appeared below the fold. The test ran until it hit 99.9% conclusiveness.Both pages had identical buttons and nav bars. The benefits for both offers were also identical, but the copy describing them differed. Version A’s headline emphasized the ‘Free Town’ offer whereas Version B’s headline emphasized the ‘Free Game Content’ offer. Images matched the narrative of the copy.Gamers obviously valued the town over game content, like furniture and clothing. And with 12.2 million uniques per month, a 40.1% lift amounts to thousands of new registrants. Does your product or offering have multiple benefits? If so, do you know which is most appealing to prospects? It’s worth testing to find out.
  • First 4 months with new form: $20 million mortgages sold. Previous four months with old form: less than $1 million
  • The Excel Function Reference was notorious for generating dissatisfaction—we couldn’t remove these pages because they are mapped to the UI. We started looking at customer feedback and realized that the wrong customers were finding these topics. For example…
  • Non-search entries include the help button in the application, links between topics within the function reference, and links from specific topics—these specific topics provide the context necessary for customers to successfully use the reference content.
  • Transcript

    • 1. Top TasksMeasurement Antwerp, Dec 2, 2011 Gerry McGovern gerry@customercarewords.com www.customercarewords.com
    • 2. Tasks Pie Chart Country surveys / 49 reviews / reports Compare country statistical data Statistics on one particular topic Browse a publication online for f… 611
    • 3. A B
    • 4. “Just get rid of the crappy stuffand focus on the good stuff.”
    • 5. © 2011 - Customer Carewords Ltd 10 December 2011 15
    • 6. Telenor – 87%reduction of pages Total pages reduced from 4,000 to 500 Conversion rate 100% up Emails to customer service down by 35% (key channel) Customer satisfaction ratings up 16
    • 7. © 2011 - Customer Carewords Ltd 10 December 2011 17
    • 8. 2 enquires a week
    • 9. $20 M$1 M
    • 10. #3 Hide Pages from Search Sum / add a number
    • 11. 34%
    • 12. Tasks Pie Chart Country surveys / 49 reviews / reports Compare country statistical data Statistics on one Top 25% particular topic Browse a publication 26-50% online for f… 51-75% 611
    • 13. What is the title of Box 1.2 onpage 73 of OECD EmploymentOutlook 2009? Task Performance Median time on task (sec) = 215 Optimal time on task (sec) = 81
    • 14. Subscribers and readers at subscribing institutionsGovernment officials with accountsAccredited journalistsNon-subscribers: browse online version for freeNon-subscribers: purchase a copy