Cross channel testing insights and recommendations - jump - oct 12 2011 - widescreen - craig sullivan


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This presentation is about how to enable your website to optimise the *rest* of your business. There are recommendations here for how to instrument your web analytics, so you can see cross channel contact and touch points.

I've researched this thoroughly, and also give you a handy list of all the web analytics/call tracking companies of note. You'll find plenty of experiments to run with your call centre, and advice on how to track all of this crazy omni-channel and screen world.

If you do ONE thing with this information, promise me this please - I will implement tracking for some of my major 'other' channels that web drives, including phone, contact forms or chat.

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Cross channel testing insights and recommendations - jump - oct 12 2011 - widescreen - craig sullivan

  1. 1. Craig Sullivan<br />Group CX Manager<br />Belron®<br />Cross Channel Testing<br />Insights, tips, the future<br />@OptimiseOrDie<br />
  2. 2. Naked self promotion<br />@OptimiseOrDie<br /><ul><li>Conversion Rate Optimisation
  3. 3. A/B and Multi-variate testing
  4. 4. Cross channel optimisation
  5. 5. User CenteredDesign
  6. 6. Usability testing
  7. 7. Customer Research & Insight
  8. 8. Web Analytics
  9. 9. Browser and email compatibility
  10. 10. Contact deflection and online self service
  11. 11. Site search analytics
  12. 12. Site, Page and Campaign optimisation
  13. 13. Test design and execution
  14. 14. A long usable site portfolio
  15. 15. ROI on UX improvements
  16. 16. Over 18 years of boring meetings</li></ul>Group CX Manager for Belron® (Autoglass)<br />I get to do it with crowds<br />
  17. 17. Outline<br />What is optimisation?<br />Belron® Testing Culture<br />The multiscreen and channel world<br />Designing for multi channel<br />Call centre optimisation<br />Call and channel tracking<br />Case study : Chat ROI<br />Resources<br />
  18. 18. What’s optimisation?<br />@OptimiseOrDie<br />
  19. 19. A set of techniques, implemented in order to influence customer behaviour towards these outcomes:<br />Increased revenue or profit<br />Increasing NPS (Customer Sat) scores <br />Lower cost for business or contact centres<br />Increasing productivity or labour flexibility<br />Simply delighting customers<br />We may fail with 90% of what we try. <br />The 10% of winners let us shift behaviour hugely and measurably.<br />
  20. 20. Belron®Testing Culture<br />@OptimiseOrDie<br />
  21. 21. If you go to the men's washrooms at the Schiphol airport in Amsterdam, you may notice there's a fly in the urinals. It’s screen printed .<br />So what do you think most men do? That's right, they aim at the fly when they urinate. <br />They don't even think about it, and they don't need to read a user's manual; it's just an instinctive reaction that means 85% less spillage!<br />The interesting feature of these urinals is that they're deliberately designed to take advantage of this inherent human male tendency.<br />This is my job.<br />
  22. 22. Small team, big challenge<br />Team of 3- 2 Optimisers, 1 x part time designer<br />Higher ROI or lower costs, without spending more<br />Stuff that doesn’t hinder SEO, PPC, Performance<br />Measurable ROI - not ego or opinion<br />Fast return and low cost techniques<br />Over 25M page tests, 17 international tests live now<br />ROI is > 100 x optimisation costs<br />
  23. 23. Level 3<br />Serious testing<br />Level 2<br />Early maturity<br />Level 4<br />Core business value<br />Level 5<br />You rock, awesomely<br />Culture<br />Ninja Team<br />Testing in the DNA<br />Cross silo team<br />Systematic tests<br />Dedicated team<br />Volume opportunities<br />Small team<br />Low hanging fruit<br />Level 1<br />Starter Level<br />_____________________________________________________________________________________________ _ <br />Process<br />Company wide<br />Outline process<br />Well developed<br />Streamlined<br />Local Heroes<br />Chaotic Good<br />_______________________________________________________________________________________________<br />+ Multi variate<br />Session replay<br />No segments<br />+Spread tool use<br />Dynamic adaptive targeting<br />Machine learning<br />Realtime<br />+Funnel optimisation<br />Call tracking<br />Some segments Micro testing<br />+Cross channel testing<br />Integrated CRO and analytics<br />Segmentation<br />Testing<br />focus<br />Ad Hoc<br />________________________________________________________________________________________________<br />Guessing<br />A/B testing<br />Basic tools<br />Bounce rates<br />Big volume landing pages<br />+ Funnel analysis<br />Low converting <br />& High loss pages<br />Multichannel funnels<br />Cross channel synergy<br />Analytics<br /> focus<br />+ offline integration<br />Single channel picture<br />+ Funnel fixes<br />Forms analytics<br />Channel switches<br />________________________________________________________________________________________________<br />+Regular usability testing/research<br />Prototyping<br />Session replay<br />Onsite feedback<br />+User Centered Design<br />Layered feedback<br />Mini product tests<br />+ Customer sat scores tied to UX<br />Rapid iterative testing and design<br />+ All channel view of customer<br />Driving offline using online<br />All promotion driven by testing <br /> Insight<br />methods<br />________________________________________________________________________________________________<br />Analytics<br />Surveys<br />Contact Centre<br />Low budget usability<br />Mission<br />Continual improvement<br />Get buyin<br />Prove ROI<br />Scale the testing<br />Mine value<br />
  24. 24. It’s a multiscreen multichannel world<br />@OptimiseOrDie<br />
  25. 25. Insight - Inputs<br />
  26. 26.
  27. 27. Operating System<br />% of all unique visitors <br />
  28. 28.
  29. 29. Designing for multi-platform<br />@OptimiseOrDie<br />
  30. 30. Your ‘design’ team?<br />Web/Online<br />Pesky Meddling Kids?<br />Marketing<br />Who designs this stuff anyway?<br />Brand<br />IT<br />THE CUSTOMER<br />Legal<br />CEO<br />
  31. 31. User Centered Design<br />Research<br />
  32. 32. Insight - Inputs<br />
  33. 33. Multi channel and platform<br />Insight<br />
  34. 34. Our Tools<br />Inputs<br />See slide<br />
  35. 35. What were the benefits?<br />Very fast build – post research:<br />10 weeks to build 3 cross platform sites<br />Focused on the user (but not driven by them)<br />Customer services, the process, the contact channels – a BIG part of the design team effort<br />Align business and tech capability with customer ‘models’<br />Rapid iterative design and build = fast feedback<br />Design product and contact options for revenue<br />Cross channel synergy really helps work out issues<br />Higher overall grasp of service, lifted barriers, less pain...<br />Big increase in incremental sales<br />To get multi-channel right, you need to design across them.<br />Lo budget testing can start with paper, webcam, £40!...<br />
  36. 36. Cross Channel Optimisation<br />@OptimiseOrDie<br />
  37. 37. What is the ROI then?<br />TV Comparison<br />TV - Off<br />TV - On<br />+2.4%<br />+6.4%<br />-1.3%<br />+14.8%<br />
  38. 38. People images that suck…<br />
  39. 39. Photo Guidelines<br />Groups, vans, stores, corporate guff = NO<br />Single person – not groups or even person + customer<br />Open, Friendly, Natural, Smiling, Engaged = YES<br />Uniform – has huge effect, even wearing branded ball cap improves conversion<br />Look straight at viewer or slightly towards CTA<br />Plain backgrounds only<br />No folded arms, arms on hips, pointing, scowling, cheesy smiles, hands behind back, hanging useless by the side, clasped by groin, fiddling with hands<br />Arms with prop instead – hold a clipboard, rag, tool – I’m working for *you*<br />Female images work best in almost every country – they slay the guys<br />Natural, authentic and not ‘model’ or ‘stock’ image types work best for people<br />We get better images now, but we keep working on the guidelines!<br />We still got a genital framing picture the other week<br />Photoshoots and tests are now being used to drive advertising strategy<br />Pre TV test of potential ‘actors’ on website. X factor meets split testing.<br />
  40. 40. Call Centre optimisation<br />Mini studies:<br />Abandon testing<br />Emergency phone switchoff & Overspill systems<br />Contact deflection systems and self servicing<br />Scripting Experiments<br />APIs and other systems integration<br />Chat testing<br />Phone tracking<br />
  41. 41. Abandon testing<br />Reduce unwanted phone hangups. <br />Remove corporate guffspeak<br />Don’t mention the website, esp. if this is the web number (D’oh!)<br />Don’t give a generic or corporate drone apology message<br />Quote real KPIs and timings (ING direct, average queue time)<br />Make routing emotionally driven – not confusing categories that map poorly onto customer needs<br />Experiment with queue timing – find sweet spot, don’t overquote<br />Test plan<br />Two countries, big phone systems, Q4 2011<br />Test variants of messages, music, timings, amounts quoted<br />Messages make a big impact – experiment freely with volumes<br />Opportunity is large due to high call volumes we have<br />What people hate vs. What people have on their company lines<br />On a mission here!<br />
  42. 42. Switchoff Overspill<br />If you have spikes, have a throttle:<br />Busiest TV & Radio campaign so far, Q2 2011 for Autoglass®<br />Designed a phone ‘switchoff’ system, permanently on tap<br />Routed majority of contact to a web form<br />Prevented a backlog situation from developing<br />Bought time and still exceeded customer expectations (<4h excellent)<br />Used twice to dampen inbound call volumes<br />Overspill systems:<br />Get a UX designer to make you a fast entry system<br />Make them simple, easy to learn and leverage your web platform<br />Give API access to overspill companies<br />Sometimes heavy IT integration isn’t needed <br />No training, like Facebook<br />
  43. 43. Contact deflection & self service<br />People like immediate gratification!<br />The iceberg of contact opportunity<br />Make people like you for not helping!<br />If you stick it in help, will it go away?<br />No elephant graveyard, please (FAQ)<br />Instrument for analytics and ROI <br />Set it up to measure and improve<br />Gamification of content? Adoption?<br />LOVEFiLM Help Centre:<br />Ratings, Deflection tracking, self service tracking<br />Please view in your account, Please visit your account, Please check your next billing date, Your next billing date is 1 Feb<br />What about your measurement?<br />Basics – Ratings, Did you find this answer helpful?<br />Intermediate – Tracking behaviour and contact channels<br />Add tracking of self service events or behaviour<br />Set up a game or reward structure<br />Continually improve and get proof<br />Add phone tracking - make avoidable contact visible<br />Remove all barriers to self servicing for high cost/volume contacts<br />Try Amazon, lol!<br />Help experts? Sticky Content are brill.<br />
  44. 44. Script Optimisation<br />How can we optimise phone conversion?<br />Dedicated test teams<br />Script testing often limited<br />Now – we can use A/B or MV testing, with API integration<br />Try out 3,4,5 different versions of key areas or entire script<br />‘Wrapping’ sends XML message event, triggers analytics tag<br />Analyse in the same way as an A/B or multi-variate web test<br />Fast optimisation of handling scripts, using a mini lab<br />Should yield 3-5% higher performing scripts, minimum<br />Shows what variables drive script performance globally<br />Aim for Q2 2012 for a proof of concept<br />
  45. 45. Platform APIs<br />Use of web platform APIs now for:<br />Contact centre messages<br />Facebook app<br />Mobile site and apps<br />Scheduling <br />Analytics tag firing<br />Just making APIs, automagically makes:<br />People use them<br />Improvements happen<br />New ideas happen, that you didn’t expect<br />Incompatible stuff get glued together<br />Complex IT integration projects go away<br />
  46. 46. A - Chat<br />Split<br />A<br />B<br />B - Chat<br />C - Chat<br />C<br />Contact Us<br />Contact Form<br />Ringback<br />Chat Testing<br />
  47. 47. Damage<br />Appt<br />Details 1<br />Details 2<br />Damage<br />Appt<br />Details 1<br />Details 2<br />A - Chat Free B – With Chat<br />0844 371 0051<br />0844 371 0047<br />0844 371 0052<br />0844 371 0048<br />0844 371 0053<br />0844 371 0049<br />0844 371 0054<br />0844 371 0050<br />
  48. 48. Chat testing<br />1 month trial – properly A/B tested<br />Measured all the contact channels for movements – what happened?<br />Over a week, chat saves 17 calls – yay!<br />But swapped that for 329 chats @ 8.25 minutes. Ouch.<br />Increased ringback requests? Email form about the same.<br />No statistically significant impact on conversion<br />Assumption was big impact, huge impact!<br />Anecdotally, a wonderful tool. Agreed.<br />Customers happy, yes, but not in a good businessway<br />Like putting your customer service desk into the street<br />You must measure influences in contact volumes when trialling Chat<br />Be very careful – prove your ROI on any pilot.<br />Only 7-10% use and out of those, less than 50% are influencable etc. etc.<br />The productivity Myth of chat<br />Your situation may differ – please TEST!<br />
  49. 49. Call tracking<br />How it works:<br />Rent a bank of numbers<br />Add a dynamic ‘tag’ to your page<br />Phone number appears automatically<br />Customer calls this number<br />Captures the keywords, landing page, converting page, traffic source<br />Geo mapping captures customer location<br />When the call is hung up, optionally record the outcome code (sale, loss)<br />Have a special number for Facebook, SEO, Adwords traffic etc.<br />Lets you analyse from web -> phone call -> wait time -> wrapping<br />Builds a link between web and call, finally<br />
  50. 50. Call tracking<br />Why you should use it!<br />Most people under-report on web driven phone contact or sales<br />You can’t work out your advertising effectiveness, if you don’t include phone<br />If you don’t measure phone, your A/B tests may be wrong<br />You can capture all your web AND phone, in one easy interface <br />Allows you a multi-channel view of all your contact sources<br />Lets you record offline campaigns as well with specific numbers (print, TV etc.)<br />You can experiment with routing, messages, on hold music – much more easily<br />If you can’t afford lots of phone numbers, this is an easy way to get tracking<br />
  51. 51. Who?<br />* I read up on these or talked to them. These are my picks.<br />
  52. 52. Call tracking<br />What data can you get?<br />Data to keyword, group or traffic source level – for Phone contact/conversions<br />Splits by location, traffic source, time, date<br />Data on the call – how long to answer, to abandon, call duration<br />Data post call – was there a sale?<br />Linkage between marketing activity and phone ROI on web channels<br />Which parts of your site drive contact<br />Tagging supports GA, Omniture, Others<br />Complete call analytics (including recording, if wanted)<br />
  53. 53. Tracking tips<br />Make contact points trackable (phone, email, form, chat etc.)<br />For example:<br />Collapsible phone section on Contact Us form – tracks intent<br />Phone ‘reveal’ icon, button or widget – tracks intent<br />Tap to call wrapper on Phone<br />Use a smart email form instead of email address<br />Use ‘ringme’ ringback functionality<br />If email being generated, tweak subject line<br />Integrate call centre events for maximum coverage<br />If you can’t buy phone tracking, make your own (mail me!)<br />Use phone tracking for major traffic groups, say:<br />PPC groups, Organic, Print, PPC, email, TV, Brand keywords<br />See your phone traffic in GA, Omniture and most packages<br />
  54. 54. Belron Conversion ROI<br />12.4% from Web increase<br />12.5% increase from Multi Variate Testing<br />3.5% increase in downstream conversion rate<br />4% increase in online conversion from mobile optimised site<br />Reduced call time (1s = 10k p.a.)<br />Faster booking time (<4%)<br />5.5% increase in NPS (Customer sat) score <br />Customer delight – feedback. Less questions and worries<br />Total increase in conversion (measured) = 32%<br />Actual increase in conversion = 41%<br />NO additional marketing spend needed<br />Web Channel : ROI positive within 2 weeks<br />
  55. 55. Further reading…<br />Any questions? Get in touch!<br /> :<br /> : @OptimiseOrDie<br /> :<br />:<br />Email<br />Twitter<br />Slideshare<br />
  56. 56. CRO and Testing resources<br />101 Landing page tips : <br />544 Optimisation tips :<br />108 Optimisation tips :<br />32 CRO tips :<br />57 CRO books :<br />CRO article list<br />Smashing Mag article :<br />