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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


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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 …

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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  • 1. Craig Sullivan
    Group CX Manager
    Cross Channel Testing
    Insights, tips, the future
  • 2. Naked self promotion
    • Conversion Rate Optimisation
    • 3. A/B and Multi-variate testing
    • 4. Cross channel optimisation
    • 5. User CenteredDesign
    • 6. Usability testing
    • 7. Customer Research & Insight
    • 8. Web Analytics
    • 9. Browser and email compatibility
    • 10. Contact deflection and online self service
    • 11. Site search analytics
    • 12. Site, Page and Campaign optimisation
    • 13. Test design and execution
    • 14. A long usable site portfolio
    • 15. ROI on UX improvements
    • 16. Over 18 years of boring meetings
    Group CX Manager for Belron® (Autoglass)
    I get to do it with crowds
  • 17. 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
  • 18. What’s optimisation?
  • 19. 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.
  • 20. Belron®Testing Culture
  • 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 .
    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.
  • 22. 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
  • 23. 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
  • 24. It’s a multiscreen multichannel world
  • 25. Insight - Inputs
  • 26.
  • 27. Operating System
    % of all unique visitors
  • 28.
  • 29. Designing for multi-platform
  • 30. Your ‘design’ team?
    Pesky Meddling Kids?
    Who designs this stuff anyway?
  • 31. User Centered Design
  • 32. Insight - Inputs
  • 33. Multi channel and platform
  • 34. Our Tools
    See slide
  • 35. 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!...
  • 36. Cross Channel Optimisation
  • 37. What is the ROI then?
    TV Comparison
    TV - Off
    TV - On
  • 38. People images that suck…
  • 39. 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.
  • 40. 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
  • 41. 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!
  • 42. 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
  • 43. 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.
  • 44. 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
  • 45. 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
  • 46. A - Chat
    B - Chat
    C - Chat
    Contact Us
    Contact Form
    Chat Testing
  • 47. 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
  • 48. 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!
  • 49. 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
  • 50. 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
  • 51. Who?
    * I read up on these or talked to them. These are my picks.
  • 52. 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)
  • 53. 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
  • 54. 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
  • 55. Further reading…
    Any questions? Get in touch!
    : @OptimiseOrDie
  • 56. 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 :