#MeasurecampMeet @OptimiseOrDieReason for being : I Optimise StuffPast : John Lewis, Lovefilm, Belron, PwCNow : Director o...
The Optimisers Toolkit#1   Session Replay#2   Browser & Email testing#3   VOC & Feedback tools#4   Guerrilla Usability#5  ...
#1 : Session Replay• 3 kinds of tool :  Client side• Normally Javascript based• Pros : Rich mouse and click data,         ...
#1 : Session Replay•   Vital for optimisers & fills in a ‘missing link’ for insight•   Rich source of data on visitor expe...
#2 : Feedback / VOC tools•   Anything that allows immediate realtime onpage feedback•   Comments on elements, pages and ov...
#3 – Testing toolsEmail testing     www.litmus.com                  www.returnpath.com                  www.lyris.comBrows...
Google Analytics Tip!• Create new Advanced Segment : ‘Desktop Only’• Make it exclude the rest like this•   All traffic rep...
#2a : Survey ToolsI’ve used• Surveymonkey      www.surveymonkey.com   (1/5)• Zoomerang         www.zoomerang.com      (3/5...
#4 : Guerrilla Usability Testing• All you need is a device, time and people!• Use one of these tools for session recording...
#5 : Productivity tools  – Stuff that glues my world together and saves my ass
#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 Googl...
#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/Xa80O...
#7 – Testing toolsEmail testing     www.litmus.com                  www.returnpath.com                  www.lyris.comBrows...
#8 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   ...
Show your boss this split test:         Slides : slidesha.re/PDpTPD
Show the e-com director this one:
#5 – UX and Crowd tools Som, feedbackRemote UX tools (P=Panel, S=Site recruited, B=Both)Usertesting (B)                   ...
#9 : Web Analytics Love•   Properly instrumented analytics•   Investment of 5-10% of developer time•   Add more than you n...
#9 : Tap 2 Call trackingStep 1 : Add a unique phone number on ALL channels         (or insert your own dynamic number)Step...
#9 : Web Analytics Love•   UX of web analytics tools and reports•   People, Process, Human problems•   Make the UI force d...
Measure camp   tools of the cro rabble
Measure camp   tools of the cro rabble
Measure camp   tools of the cro rabble
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Measure camp tools of the cro rabble

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The tools used by the CRO masters round the world to optimise analytics, UX, VOC,insight and testing - all to optimise your insight or conversion figures.

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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.”
  • “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.
  • Measure camp tools of the cro rabble

    1. 1. #MeasurecampMeet @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
    2. 2. 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
    3. 3. #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
    4. 4. #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.comAny others?
    5. 5. #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?
    6. 6. #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
    7. 7. Google Analytics Tip!• Create new Advanced Segment : ‘Desktop Only’• Make it exclude the rest like this• All traffic report (and others)• Apply 3 segments : Mobile, Tablet, Desktop Only• Now change dimension to browser• Set to a Goal or E-Commerce view• Now try secondary dimension of version• You can do the maths!• Work out a ‘What if?’ like ‘What if IE8 converted the same as IE9?’ – put a money value against the effort!
    8. 8. #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?
    9. 9. #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
    10. 10. #5 : Productivity tools – Stuff that glues my world together and saves my ass
    11. 11. #5 Join.me 24 Jan 2012
    12. 12. #5 Pivotal Tracker 24 Jan 2012
    13. 13. #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 and others here today!• 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
    14. 14. #5 Conceptshare 24 Jan 2012
    15. 15. #5 Basecamp 24 Jan 2012
    16. 16. #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
    17. 17. #7 – Testing toolsEmail testing www.litmus.com www.returnpath.com www.lyris.comBrowser testing www.browsercam.com (& Mobile) www.crossbrowsertesting.com www.cloudtesting.com www.multibrowserviewer.com www.saucelabs.comMobile devices www.perfectomobile.com www.deviceanywhere.com www.opendevicelab.com bit.ly/A4o3qz
    18. 18. #8 Performance • Google Site Speed • Webpagetest.org • Mobitest.akamai.org
    19. 19. 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
    20. 20. Show your boss this split test: Slides : slidesha.re/PDpTPD
    21. 21. Show the e-com director this one:
    22. 22. #5 – 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
    23. 23. #9 : Web Analytics Love• Properly instrumented analytics• Investment of 5-10% of developer time• Add more than you need• Events confetti• Segmentation• Call tracking tip:
    24. 24. #9 : 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 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?
    25. 25. #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
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