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



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 ...

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

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