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3 Optimisation Decks : WAW Copenhagen - 27 Feb 2013
 

3 Optimisation Decks : WAW Copenhagen - 27 Feb 2013

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3 TED style talks of 15-20 minutes, featuring: ...

3 TED style talks of 15-20 minutes, featuring:
(1) Conversion methodologies, Lean UX and Agile? What gives?
(2) #Measurecamp and my Top Analytics Tips of 2013
(3) Conversion tools of the CRO masters

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  • @netz Don't give up, ever. Just keep going and be passionate. This guy says most of the things I like doing : http://buff.ly/WuBwuV

    You need a good network of analytics people, designers, coders, split testers, advertising heads, ppc specialists, seo people - but try to find people who have more than one excellent level skill - they're likely to be optimisers... Good luck and may the JFDI be with you.
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  • @Janus Yeah - I like your solution (it works the 'correct' way - as far as analytics guys like me define that) - linking the complete clickstream of the visitor with the call outcomes. No split sessions - one continous all the way to call centre and beyond. Sweet.

    A good point you make about needing the whole story - you need all the customer data to be able to have a good accurate attribution model. This means having the call and web data joined together as a single customer view.
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  • First and foremost thanks for a great speak yesterday! Learned a lot of great things.
    Just to tell everyone, there is other call-tracking services in Denmark than freespee - there is us :)
    www.Telemetric.dk
    We do call-tracking with full integration into google analytics. Besides that we track visitors, not only keywords, which means you will get the whole story of the customer calling - not just the last keyword they punched into google (which often is a brand search).
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  • Hi Greg, Thanks for a fantastic 'Tour' and inspiration!
    As an independent entrepreneur it's overwhelming to do all this stuff alone (You said that) ... I DO need a team - a good team to sort out stuff. Thanks for all the tips, resources and inspiration.
    Best regards

    Peter
    www.BizDoktor.dk
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  • “A piece of paper with your design mockup. A customer in a shop or bookstore. Their finger is their mouse, the paper their screen. Where would they click? Do they know what these labels mean? Do they see the major routes out of the page? Any barriers.Congratulations, you just got feedback on your design, before writing a single freaking line of code or asking your developers to keep changing stuff.”
  • “A piece of paper with your design mockup. A customer in a shop or bookstore. Their finger is their mouse, the paper their screen. Where would they click? Do they know what these labels mean? Do they see the major routes out of the page? Any barriers.Congratulations, you just got feedback on your design, before writing a single freaking line of code or asking your developers to keep changing stuff.”
  • “A piece of paper with your design mockup. A customer in a shop or bookstore. Their finger is their mouse, the paper their screen. Where would they click? Do they know what these labels mean? Do they see the major routes out of the page? Any barriers.Congratulations, you just got feedback on your design, before writing a single freaking line of code or asking your developers to keep changing stuff.”
  • Create a suck index = pageviews * load time.
  • Here I show you some examples of well known brands, some of whom should know better. The larger the size of the page, the longer it will take to download and render on the device, especially when you don’t have perfect data conditions. The numberof requests also makes a difference, as it’s inefficient on mobile to open lots of connections like this. In short, the smaller the pagesize and number of requests you can aim for, the better. I’m patient with bad data connections but do people have the tolerance for 10-15 seconds on mobile? No – it has to happen much faster.
  • These are the results of a live test on a site, where an artificial delay is introduced in the performance testing. I’ve done some testing like this myself on desktop and mobile sites and confirm this is true – you’re increasing bounce rate, decreasing conversion, site engagement…It doesn’t matter what metric you use, performance equals MONEY or if not measured, a HUGE LOSS.
  • Performance also harms the lifeblood of e-commerce and revenue generating websites – repeat visitors! The gap here in one second of delay is enormous over time. You’re basically sucking a huge portion of potential business out of your site, with every additional bit of waiting time you add.
  • Add unique phone numbers to all your mobile sites and apps. That’s for starters.Then configure your analytics to collect data when people Click or Tap to make a phone call.Make sure you add other events like ringbacks, email, chat – any web forms or lead gen activity too.
  • Add unique phone numbers to all your mobile sites and apps. That’s for starters.Then configure your analytics to collect data when people Click or Tap to make a phone call.Make sure you add other events like ringbacks, email, chat – any web forms or lead gen activity too.
  • So what does this graph say? That I have a long tail thing I want to talk to you about?No – this shows how much the ratio of phone to online conversion we have, by keyword.Some keywords generate nearly 25 times the call volume of others, which is a huge differential.This means that if you thought you got ‘roughly’ the same proportion of phone calls for different marketing activity, you are wrong.What this graph tells me is that the last 2 years of my stats are basically a big dog poo.
  • So what does this graph say? That I have a long tail thing I want to talk to you about?No – this shows how much the ratio of phone to online conversion we have, by keyword.Some keywords generate nearly 25 times the call volume of others, which is a huge differential.This means that if you thought you got ‘roughly’ the same proportion of phone calls for different marketing activity, you are wrong.What this graph tells me is that the last 2 years of my stats are basically a big dog poo.
  • Add unique phone numbers to all your mobile sites and apps. That’s for starters.Then configure your analytics to collect data when people Click or Tap to make a phone call.Make sure you add other events like ringbacks, email, chat – any web forms or lead gen activity too.
  • Phone tracking costs you nothing – you can add it in a few minutes to your app or mobile website, by changing your analytics tracking.Now you can see exactly which bits of inbound marketing are driving telephone and other contact channelsIf you have any sort of phone component in your service or support, the insight could be vitalYou can take traffic by keyword, source, campaign or advert creative and work out the TRUE mix of conversion activityAnd all this is also available on Desktop too – by using dynamic numbers, we can track exactly the same stuff.Talk to this company : www.infinity-tracking.com

3 Optimisation Decks : WAW Copenhagen - 27 Feb 2013 3 Optimisation Decks : WAW Copenhagen - 27 Feb 2013 Presentation Transcript

  • #WAWCPHMeet @OptimiseOrDieReason for being : I Optimise StuffPast : John Lewis, Lovefilm, Belron, PwCNow : Director of Optimisation, Rush Email : sullivac@gmail.com Twitter : @OptimiseOrDie : linkd.in/pvrg14 Slideshare : slidesha.re/nlCDm6
  • "If you go to the mens washrooms atthe Schiphol airport inAmsterdam, you may notice theres afly in the urinals. It’s screen printed .So what do you think most men do?Thats right, they aim at the fly whenthey urinate.They dont even think about it, andthey dont need to read a usersmanual; its just an instinctivereaction that means 85% less spillage!The interesting feature of theseurinals is that theyre deliberatelydesigned to take advantage of thisinherent human male tendency.“This is my job.
  • Is there a way to fix this then? 24 Jan 2012
  • Three Presentations#1 Conversion Methodologies How does CRO fit in with Lean UX, Agile, User Centred, Waterfall?#3 Analytics Genius Tips Top tips from #Measurecamp + my 2013 roundup of cool stuff#2 The Optimisers Toolkit The best tools recommended by CRO practitioners
  • #1 Conversion Methodologies
  • What’s the problem?• #1 User Experience and Conversion Optimisation are not a checkbox or a step in the process – it needs to be integrated in everything you do.• #2 This work isn’t a one off exercise either – it’s an ongoing continuous improvement process – like Kaizen• #3 Usability testing isn’t enough – other UX factors like the visceral and behavioural emotional responses we have to products need tuning too.• #4 It’s not just about the user!• #5 It’s usually Self Centred Design driven by Ego, Opinion, Assumption
  • Also, the dial won’t turn anymore PPC SEOWith thanks to @morys
  • Why is this happening?• PPC changes• Advertising models flattening – i.e. mobile Google costs• Comprehensive SEO changes• Competition increasing• Fleetness of foot – Asos in Australia• Entry costs are lower now• New entrants compete without the cruft• Startups are using better ‘build and optimise’ methodologies than nearly all corporates• The old way of doing things is going to die• The new way of doing things is your only survival ticket
  • So what do people do?• They throw tools at the problem• They try usability testing and research• They generate more data to look at• They make changes without measuring or testing• They hope to randomly create the optimal system• They get an expensive agency to help them• They push their team harder, like galley slaves• They experiment with riskier advertising models• They wonder why they’re burning rubber• They try more random things• Then they call a CRO person and say “We’ve tried everything. It isn’t working. Help!”
  • Skinner’s Pigeon Experiment• Participants invited into a room with objects• Told to score 100 points within 30 minutes• Participants moved objects around, made noise, jumped around, tried anything to make a counter increase the points score.• They got horribly confused• They then created convincing lies for themselves, to explain what they thought was working. They became superstitious and made rituals.• The points allocation was made randomly by a goldfish, swimming back and forward in a tank.• Know any marketing departments like this?• I’ve seen this a lot – and it paralyses companies• We need a better way. A methodology?
  • Lean UX“The application of UX design methods into productdevelopment, tailored to fit Build-Measure-Learn cycles.” Positive – Lightweight and very fast methods – Realtime or rapid improvements – Documentation light, value high – Low on wastage and frippery – Fast time to market, then optimise – Allows you to pivot into new areas Negative – Often needs user test feedback to steer the development, as data not enough – Bosses distrust stuff where the outcome isn’t known
  • Agile UX / UCD / Collaborative Design“An integration of User Experience Design and Agile*Software Development Methodologies” *Sometimes Research Positive – User centric – Goals met substantially – Rapid time to market (especially when using Agile iterations) Wireframe Negative Concept Prototype – Without quant data, user goals can drive the show – missing the business sweet spot – Some people find it hard to integrate with siloed teams Analyse Test – Doesn’t’ work with waterfall IMHO
  • CRO
  • Lean Conversion Optimisation “A blend of User Experience Design, Agile PM, Rapid Lean UX Build-Measure-Learn cycles, triangulated data sources, triage and prioritisation.” Positive– A blend of several techniques– Multiple sources of Qual and Quant data aids triangulation– CRO analytics focus drives unearned value inside all products Negative– Needs a one team approach with a strong PM who is a Polymath (Commercial, Analytics, UX, Technical)– Only works if your teams can take the pace – you might be surprised though!
  • Lean CRO Inspection Instrument Immersion Learn Identify Triage & Measure Triangulate Outcome Streams
  • Triage and Triangulation “This is where the smarts of CRO are – in identifying the easiest stuff to test or fix that will drive the largest uplift.”• Starts with the analytics data• Then UX and user journey walkthrough from SERPS -> key paths• Then back to analytics data for a whole range of reports:• Segmented reporting, Traffic sources, Device viewport and browser, Platform (tablet, mobile, desktop) and many more• We use other tools or insight sources to help form hypotheses• We triangulate with other data where possible• We estimate the potential uplift of fixing/improving something as well as the difficulty (time/resource/complexity/risk)• A simple quadrant shows the value clusters• We then WORK the highest and easiest scores by…• Turning every opportunity spotted into an OUTCOME
  • The Bucket Methodology“Helps you to stream actions from the insights and prioritisation work.Forces an action for every issue, a counter for every opportunity being lost.” Test If there is an obvious opportunity to shift behaviour, expose insight or increase conversion – this bucket is where you place stuff for testing. If you have traffic and leakage, this is the bucket for that issue. If an issue is placed in this bucket, it means we need to beef up the Instrument analytics reporting. This can involve fixing, adding or improving tag or event handling on the analytics configuration. We instrument both structurally and for insight in the pain points we’ve found. Hypothesise This is where we’ve found a page, widget or process that’s just not working well but we don’t see a clear single solution. Since we need to really shift the behaviour at this crux point, we’ll brainstorm hypotheses. Driven by evidence and data, we’ll create test plans to find the answers to the questions and change the conversion or KPI figure in the desired direction. Just Do It JFDI (Just Do It) – is a bucket for issues where a fix is easy to identify or the change is a no-brainer. Items marked with this flag can either be deployed in a batch or as part of a controlled test. Stuff in here requires low effort or are micro-opportunities to increase conversion and should be fixed. Investigate You need to do some testing with particular devices or need more information to triangulate a problem you spotted. If an item is in this bucket, you need to ask questions or do further digging.
  • How is it working out?• Methodologies are not Real Life ™• It’s mainly about the mindset of the team and managers, not the tools or methodologies they play with• Not all my clients have all the working parts• You should not be a methodology slave• Feel free to make your own or flexibly adapt• Use some, any techniques instead of ‘guessing’• Blending lean and agile with conversion optimisation outcomes is my critical learning of the last 5 years• Doing rapid cycles of this outcome driven work for Belron:• World Conversion Rate Increase: 2009 +5%, 2010 +10%, 2011 +15%, 2012 +25%• If you’d like to develop a good one for your company, talk to me first!• Don’t over complicate it.
  • Questions ?
  • #2 2013 Tips roundup!!!!!!!
  • Tips Roundup 2013#1 Performance tune-ups#2 Browser money#3 Keyboard shortcuts#4 Ranking data#5 Content engagement#6 Enhanced In page#7 Duplicate transactions#8 Event tracking#9 Google API + more
  • #1 : Performance Tune-ups• With thanks to @Danbarker• Add “_gaq.push([_setSiteSpeedSampleRate, 100]);”• Amps up sampling for small & medium websites• Use the distribution report - % of pages < 3 seconds• DOM timings vital – let me explain• Avg. Document Content Loaded Time (sec)• This data is very accurate and helps conversion – pretty vital for landing pages, where I find lots of stuff• Make yourself a pageview*content loaded time report• Work your way down from the top• Mobile speed doesn’t count Safari – please be careful!• Read more at: http://p.barker.dj/sitespeedtips
  • #2 : Browser money• Create a desktop only segment [Exclude mobile inc. tablet ]• Create a mobile only segment [Include Mobile (including tablet) & Exclude Tablet containing yes]. Apply 3 segments desktop, tablet, mobile ONLY.• Now start segmenting like this: Browser Segment Conv rate Quote the Safari Mobile Traffic 0.79% Internet Explorer Desktop only 1.34% opportunity! Chrome Desktop only 1.01% IE8 = 1.41% revenue Safari Tablet Traffic 1.00% Safari Desktop only 1.28% IE8 converts at 20% Firefox Desktop only 1.20% of IE9 and IE10 Android Browser Mobile Traffic 0.31% Some nasty bugs Safari (in-app) Mobile Traffic 0.69% cause the problem Chrome Mobile Traffic 0.62% Safari (in-app) Tablet Traffic 0.89% Worth fixing? Chrome Tablet Traffic 0.84% Opera Desktop only 0.10% That 1.41 is worth Android Browser Tablet Traffic 0.71% nearly 6% more Mozilla Compatible Agent Mobile Traffic 0.51% revenue
  • #2 : Browser money• You should see something like this:
  • #3 : GA Keyboard Shortcuts• Thanks to Farid Alhadi and @fastbloke dt Set date range to TODAY dy Set date range to YESTERDAY dw Set date range to LAST WEEK dm Set date range to LAST MONTH dc Toggle date comparison mode (to the previous period of whatever you are looking at. Example, if you’re looking at 6 days, this will compare it to the 6 days before it) dx Toggle date comparison mode (to the previous year of the period you are looking at) ? Open keyboard shortcut help h Search help center a open account panelshift + a Go to account list s/ Search reportsshift + d Go to the default dashboard of the current profile
  • #4 : Ranking data• Someone searches on Google for ‘Term’• Clicks on a link to your site• What was the keyword rank for that term?• Reverse engineer the actual rankings from users machines• More accurate than some SEO tools (IMHO)• Two articles to read: http://bit.ly/Vaisno http://bit.ly/13lmYF2
  • #5 : Content Engagement• Get a better bounce rate metric• See more detailed engagement metrics• Measure scrolling and reading activity• Came from @fastbloke but originally Justin Cutroni• Measure your scrolling and exit points from long form content• Very nice technique – read more at: http://bit.ly/13lmYF2 http://goo.gl/1AZZb
  • #6 : Enhanced Page Analyticsvar _gaq = _gaq || [];var pluginUrl =//www.google-analytics.com/plugins/ga/inpage_linkid.js;_gaq.push([_require, inpage_linkid, pluginUrl]);_gaq.push([_setAccount, UA-XXXXXX-Y]);_gaq.push([_trackPageview]);• Correct link attribution for in-page Analytics• Very nice
  • #7 : Duplicate transactions in GA• Thanks to Matt Clarke and @timlb• Stop skewing the data with duplicates/reloads• Custom report to check if you’re affected http://techpad.co.uk/content.php?sid=247• I’ve seen this a few places so worth checking, particularly if figures don’t tally!• Read more at : http://bit.ly/13lmYF2
  • #8 : Event tracking• Thanks to #Measurecamp – check the stream• A beginners guide : http://bit.ly/13RFoJs• Some great ideas here : http://bit.ly/UCcptx• Don’t go for ‘Event Blizzard’• Focus on specific areas where insight is needed• Choose your naming structure carefully: http://bit.ly/WJ4R4c• Read this complete guide : http://bit.ly/VmFSJ4
  • #9 : Google API and more• Use the Google API to get super custom reports• You can fetch different data types (on the fly as well as pre-calculated)• Automate a lot of Excel work – more later…• @timlb recorded all the tips for #Measurecamp• We then had an unconference• He recorded a special session for us• Listen to great tips and more: www.youtube.com/watch?v=JWXg1_4quwU www.youtube.com/watch?v=z41Cdg9xbk0• Roundup : www.measurecamp.org/aftermath/
  • #10 : Microdata• Which of these is most appealing? 24 Jan 2012
  • #10 : Microdata – SERPS UX• Reviews – huge increases in CTR and Conversion• People• Products• Businesses and Organisations• Recipes• Events• Music• Local• Video Helps to:• Dominate the page• Push other stuff down• Makes it more persuasive• The conversion journey starts here!
  • #11 : Measure viewport size• Thanks to @Beantin and others!• Measure the viewport size, not the resolution• Why?• Toolbars, chrome and setup varies• UK average is 2.2 toolbars installed• Code example here : http://bit.ly/4xaNYK• A common conversion issue• Your desk vs. Users = different• Turn off the wifi, reduce the viewport• Or keep the inside of toilet rolls
  • Questions ?
  • #3 The Optimisers Toolkit
  • The Optimisers Toolkit#1 Session Replay#2 Browser & Email testing#3 VOC & Feedback tools#4 Guerrilla Usability#5 Productivity tools#6 Split testing#7 Performance#8 Crowdsourcing#9 Analytics Love
  • #1 : Session Replay• 3 kinds of tool : Client side• Normally Javascript based• Pros : Rich mouse and click data, errors, forms analytics, UI interactions.• Cons : Dynamic content issue, Performance hit Server side• Black Box -> Proxy, Sniffer, Port copying device• Pros : Gets all dynamic content, fast, legally tight• Cons : No client side interactions, Ajax, HTML5 etc. Hybrid• Clientside and Sniffing with central data store
  • #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• Mouseflow (Client) www.mouseflow.com• Ghostrec (Client) www.ghostrec.com• Tealeaf (Hybrid) www.tealeaf.com• Usabilla (Client) www.usabilla.com• UserReplay (Server) www.userreplay.com• SessionCam (Client) www.sessioncam.com
  • #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• Kampyle www.kampyle.com• Qualaroo www.qualaroo.com• 4Q 4q.iperceptions.com• Usabilla www.usabilla.com Any more?
  • #3 – Testing toolsEmail testing www.litmus.com www.returnpath.com www.lyris.comBrowser testing www.browsercam.com www.crossbrowsertesting.com www.cloudtesting.com www.multibrowserviewer.com www.saucelabs.comMobile devices www.perfectomobile.com www.deviceanywhere.com www.mobilexweb.com/emulators www.opendevicelab.com
  • #2a : Survey ToolsI’ve used• Surveymonkey www.surveymonkey.com (1/5)• Zoomerang www.zoomerang.com (3/5)• SurveyGizmo www.surveygizmo.com (5/5)• Read anything by and follow @cjforms• Any others?
  • #4 : Guerrilla Usability Testing• All you need is a device, time and people!• Use one of these tools for session recording:Mediacam AV (cheap) www.netu2.co.ukCamtasia www.techsmith.comSilverback (Mac) www.silverbackapp.comScreenflow (Mac) www.telestream.netUX Recorder (iOS) www.uxrecorder.com
  • #5 : Productivity tools
  • #5 Join.me 24 Jan 2012
  • #5 Pivotal Tracker 24 Jan 2012
  • #5 Google Docs• Seriously wasting your time doing manual Excel?• Fed up doing stuff that takes hours?• Use the Google API to roll your own reports straight into Big G• Lots of good articles but ask for advice from: @danbarker @timlb #measurecamp• Google Analytics + API + Google docs integration = A BETTER LIFE!• Hack your way to having more productive weeks• Learn how to do this and to have fun with GA custom reports• Ask me about the importance of training 24 Jan 2012
  • #5 Conceptshare 24 Jan 2012
  • #5 Basecamp 24 Jan 2012
  • #6 – Split testing tools – Cheap!• Google Content Experiments bit.ly/Ljg7Ds• Multi Armed Bandit Explanation bit.ly/Xa80O8• Optimizely www.optimizely.com• Visual Website Optimizer www.visualwebsiteoptimizer.com
  • #7 Performance • Google Site Speed • Webpagetest.org • Mobitest.akamai.org
  • Remote tests : iPhoneSite Size Requests www.coop.se 1200k 63 m.ikea.com/se/sv/ 684k 14 High St Retailer 307k 43 Department Store 100k 18 Newspaper 195k 35 Supermarket 125k 14 Auto Sales 151k 47 Autoglass 25k 10
  • Show your boss this split test: Slides : slidesha.re/PDpTPD
  • Show the e-com director this one:
  • #7 – UX and Crowd tools 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.comFeedback on Prototypes / MockupsPidoco www.pidoco.comVerify from Zurb www.verifyapp.comFive second test www.fivesecondtest.comConceptshare www.conceptshare.comUsabilla www.usabilla.com
  • #8 : Web Analytics Love• Properly instrumented analytics• Investment of 5-10% of developer time• Add more than you need• Events insights• Segmentation• Call tracking love!
  • #8 : Tap 2 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 event or PV trigger for any phone interaction• Incredibly useful keyword level call data• 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?• What are you over or underbidding for?• Will help you shave 10, 20%+ off PPC• Which online marketing really sucks?
  • What about desktop?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• Unique visitor tracking for desktop• Gives you that detailed marketing data• Easy to implement• Integrates with your web analytics• Let me explain…
  • 10.0 15.0 20.0 25.0 0.0 5.0 safe lit windshield chip repair safelite windshield autoglass auto window replacement safelight auto auto glass repair windshield replacement costs safelite auto glass safe auto glass safelite repair windshield autoglass replacement car glass safelite locations auto glass repair quotes Phone to Booking Ratio windshield repair mobile windshield replacement replace windshield car windshield repair new windshield costauto glass windshield replacement car window repair cost safe gl auto glass repair houston tx windshield crack
  • What about desktop? Onbound Call analytics: Split testing Priority routing Wait time VIP teams Call centre Abandon A 222 1234 Call length music On hold 0800 222 1234 0800 Operator outcome Menu Sales value 0800 222 1245 Messages Ratings Call recording B 222 1263 0800 Offline promotions! 0800 222 1299 Profit line! C Web Analytics Telephony Cloud
  • So what does phone tracking get you?• You can do it for free on your online channels• If you’ve got any phone sales or contact operation, this will change the game for you• For the first time, analytics for PHONE for web to claim• Optimise your PPC spend• Track and Test stuff on phones, using web technology• The two best tests?• Talk to Freespee today!• Other countries, see the next slide
  • Company Website CoverageWho?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 UK, SE, FI, NO, DK, LT, PL, IE, CZ, Freespee* www.freespee.com 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 * I read up on these or talked to them. These are my picks .
  • #9 : Web Analytics Love• UX of web analytics tools and reports• People, Process, Human problems• Make the UI force decisions!• Playability and exploration• Skunkworks project time (5-10%)• Give it love, time, money and iteration• Spend to automate, get more time
  • Evil CRO• Optimisation can be used for evil!• Either by accident (just stupid)• Or by design, to trick peoplewiki.darkpatterns.org/wiki/Home
  • So how do I become an Optimiser?• It’s a state of mind, not a course!• You need to read lots, test loads and watch customers even more• Ask someone to mentor you• Go to conferences, events, find people online• Don’t say “I think” – say “I’ll find out” or “I’ll test that”• Volunteer for shit jobs and do them well• Be the glue between people – volunteer for cross team work• Fix bad things so your team loves you• Always connect others with outcomes• Hack your job to a better life• Make yourself more valuable, not less• Challenge fucking everything• Be annoying and never give up!
  • Don’t give up!• Start with the customer at the heart of everything• It’s liberating!• Use low budget solutions, cheap or free tools to get business cases made or gain insight• Money talks so even micro testing will illustrate ROI• Invest in people who care about customers, as well as conversion• Invest in analytics talent and instrumentation• If you can make a 10% shift in a key metric (CTR, conversion), just from smart thinking, then what would a team of 5 get you?• If you want to hire people, ask me for advice!
  • “We alwayshad a plan for pulling out”
  • “We alwayshad a plan for pulling out”
  • More reading. Slides and resources on slideshare.net Email : sullivac@gmail.com Twitter : @OptimiseOrDie : linkd.in/pvrg14 Slideshare : slidesha.re/nlCDm6