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Multi Channel Optimisation - Econsultancy JUMP Oct 2012
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Multi Channel Optimisation - Econsultancy JUMP Oct 2012

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  • Title : Group eBusiness Manager, BelronReal job : Chief Evil Scientist, Persuasive ArtsHang out : @OptimiseOrDieJoin Me : The League of Optimisers
  • And here is the spectacular growth in some of our key markets.See how the UK, USA and Australia had huge rises last year and how the pattern continues this year for Germany, Canada and many other countries.Our mobile traffic has tripled or quadrupled in as little as 18 months.
  • Forrester clearly shows the progression of multichannel businesses into cross and fully omnichannel contextually aware business services, with a device interface layer. The business becomes the product and channel configuration that the customers needs to satisfy their goals and tasks with you on any device, anywhere and in every way.
  • And stop looking at these graphs – they’re interesting as a one off and a trend to measure visitors but they don’t tell what’s really happening, because you can’t see all the multichannel hops.They actually look like drunken spiders on amphetamines – no spiders were harmed making this and yes, you’ll never need my CV for graphic design work.
  • So where do we start on cross channel design? With the customer of course, then their devices, where they are, what they are doing and what they want to accomplish. As Nielsen says : More research = more questions = more answers = a better product. This is the glue, the oxygen of our work.
  • User centred design is the Agile technique we use to get stuff right, first time (click) You can think of the technology expression as being our online brand (click) that generates feelings about us (click)Being in the middle here makes you unique amongst your competitors. This is the sweet spot (click)We do continual improvements of our products - in a permanent state of designing and testing, just like Dyson, Edison and Jobs showed us.
  • And the future for us is multi-platform. We’ve designed our web, iPhone, Android and tablet experiences to be in that sweet spot I mentioned. Most importantly, by improving them in concert, the entire product suite is aligned and optimised for user experience and contact methods.
  • With a smaller screen, copy expertise is vital for mobile sites and apps. Every word and every syllable counts. Belron used a specialised agency, Foolproof, to minify the content. We drove legal crazy but amped up the clarity and comprehension for the customer, with high conversion the result.
  • Enough said on the slide!
  • A random picture of a cross channel surfing team. Sorry but it’s the best I can do!This is probably the most exciting graphic ever used with the words ‘Cross Channel Analytics’.
  • 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.
  • 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
  • Bango analytics was a killer app for Belron, as it allowed us to accurately show what type of mobile devices were ‘attempting’ to use our desktop site. Not only could we collect this device data, but also look at conversion rates per device and where the opportunity lay in providing a mobile optimised site (mobile web app). This product helped us to identify, and then deliver, to over 95% of handsets in every market we operate in.
  • Bango analytics was a killer app for Belron, as it allowed us to accurately show what type of mobile devices were ‘attempting’ to use our desktop site. This product helped us to identify, and then deliver, to over 95% of handsets in key markets we operate in.
  • And compared to that, what happened when I went for a holiday in the Wilds of Norway? Awesome mobile performance, everywhere – in town, in the country, miles away from any major town or city. Australia also has wonderful spectrum and performance on their 3G and 4G network. Getting wifi like performance in the city and superb 3G access for hundreds of miles around. Assume that these are the exceptions, rather than the rule.
  • Not everything in Norway was wonderful – I stayed well away from the Hotel entertainment at nightime!
  • 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.
  • 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.
  • Transcript

    • 1. You are The here Phone GuysMultichannel OptimisationCraig Sullivan, Belron®
    • 2. Naked promotional slide Tweet me @OptimiseOrDie• Conversion Rate Optimisation • Contact deflection and online self service• A/B and Multi-variate testing • Site search analytics• Telephony analytics & tracking • Site, Page and Campaign optimisation• User centered Design & Usability testing • Test design and execution• Customer Research & Insight • A long usable site portfolio• Web Analytics • ROI on UX improvements• Performance, browser and email optimisation • “Usability with Numbers” Title : Group eBusiness Manager, Belron Real job : Chief Evil Scientist, Persuasive Arts Hang out : @OptimiseOrDie Join Me : The League of Optimisers on Linkedin
    • 3. 35% 32.5% Growth in Worldwide 30.0%30% 28.2% Mobile traffic 25.7% % of all unique visitors25% 23.8% 22.8% Mar-11 20.6% Sep-1120% 19.4% Jul-12 18.6% 17.7% 14.8%15% 12.7% 12.6% 12.7% 11.5% 11.9% 10.4% 11.0% 9.9% 10.3%10% 8.7% 9.2% 7.8% 6.3% 6.3% 5.1% 5.1% 4.6% 4.6%5% 2.1%0%
    • 4. http://bit.ly/Pm3fPZ Thanks to Thomas Husson of Forrester
    • 5. Unichannel Multi-channel Cross-channel Omni-channel
    • 6. 100.0% 90.0% 80.0% 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 % desktop % mobile %tablets
    • 7. Visitor  Device  Context  Location  Goals
    • 8. WireframeConcept Prototype Analyse Test
    • 9. Multi channel and platform Washup Web 1 Mobile 1 UX Insight Design Washup Washup App 1
    • 10. Elsa PlumleyMara Protano Tim Caynes
    • 11. • Device, Context, Location, Tasks, Goals• UI simplicity, learnability, feedback• Performance & Perceived performance• Navigation is super critical on touch devices.• Customer desired contact & support mix• Cross channel journeys and linking glue• Device & Screen optimal compatibility• Mobile detection, redirection & linking• Minimising keyboard input, error handling and validation loops• Copywriting and text decoration• Fold line affects all key calls to action.
    • 12. Comprehension  Clarity  Simplicity  Persuasion  Scanning
    • 13. Get OUT of the office!• This is the key technique for Cross Channel Design• No excuses either – go and find people, anywhere (F&F, Retail, Local café)• If you do this properly, you learn where all the connective tissue needs to be – the bits that glue the experience together from a customer perspective• Hits the sweet spot of goals, optimal technology delivery and revenue growth• Faster time to market, lower development costs• Designed for users, not by them• Focuses entire team on what customers need and where the money is• Actionable insights which identify pivots or disruptive opportunities• Removes costly re-release cycles on multiple platforms• Increases revenue, customer satisfaction, growth• Removes EGO, OPINION, WHIM and FLUFF -> 100%• It costs nothing but listening time
    • 14. Cross Channel Analytics & Phone Tracking
    • 15. Cross Channel Contact TipsTest or provide the contact options customers want:• Low cost calls (vital)• Ringback / Callback• Email• Chat• Video chat or Facetime• Ability to text youVital to explain the contact cost landscape (mobiles):• Customers don’t like ‘funny’ numbers and avoid them• You need to explain clearly what the costs are:“Calls costs may vary depending on your network provider, package and any limits you may have on your currentoperating tariff. If charged, youll be billed the same amount as the equivalent of a local calling rate”– “Free if you have monthly minutes”
    • 16. Contact TrackingStep 1 : Add a unique phone number on ALL channels (you can also change numbers for traffic source)Step 2 : For phones, add “Tap to Call” or “Click to Call”!• Incredibly useful keyword level call tracking• 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 type into Google?• What are you over or underbidding for?• Which online marketing really sucks?
    • 17. 10.0 25.0 15.0 20.0 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
    • 18. 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…
    • 19. What about desktop? Onbound Call analytics: Split testing Priority routing Wait time Call centre VIP teams Abandon 0800 222 1234 A 0800 222 1234 Call length music On hold Operator outcome Menu 0800 222 1245 Sales value B 0800 222 1263 Messages Ratings Call recording 0800 222 1299 Offline promotions! C Profit line! Web Telephony Cloud Analytics
    • 20. 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?• In the UK, try www.infinity-tracking.com• Other countries, see my Slideshare
    • 21. Device Analytics• http://bit.ly/nEf0Wk• Add a bango tag to your mobile and desktop sites• Detailed analytics for smartphones, feature phones, tablets, Internet TVs and Games consoles.• Detailed Handset, Operator, Country, Operating System and other data (even local name)• Fast and reliable tag for cross site measurement• More accurate than Google Analytics for devices*• I still use GA for my general site analytics.• Measure who is trying to use your site, please*This needs a long explanation so if you’re interested, try looking at your “not set” data or ask me.
    • 22. One last tip• Do you struggle to get data into your BI tools from web?• Hijack a field today!• Find a text field (e.g. the comments field, an unused field, something with text)• Add tracking data – for example “Please leave the parcel by the side gate of 6B please” becomes “Please leave the parcel by the side gate of 6B please [P215W22C5]”• Humans can ignore, analysis tools can extract useful data• Lead time 6-9 months for the IT teams involved.• My way – 1 week• By the time I get my new tracking field, I’ll have months of data already!
    • 23. Bodø
    • 24. Every second counts!Slides : slidesha.re/PDpTPD
    • 25. Repeat visitors huge impact!
    • 26. UK Mobile PerformanceSite Size Round trip requestsHigh St Retailer 307k 43Department Store 100k 18Newspaper 195k 35Supermarket 125k 14Auto Sales 151k 47Autoglass 25k 10 Would you wait 10 or 15 seconds? Ideally you should be at 2 or less! mobitest.akamai.com webpagetest.org
    • 27. Performance Tips• Performance optimisation MAKES MONEY• Read anything by Joshua Bixby, Amy Africa ( bit.ly/OlROqc )• Monitor performance from the handset, not your office wifi connection• Google Site Speed tags are FREE and real world• International? - Use a CDN (e.g. Akamai)• Keep down the round trip requests (delay) and sizes (download)• Don’t do page level redirects for mobile.• Use smart linking if you need to.• Make sure your apps are offline aware (i.e. no data connection)• Design frippery can impact on your bottom line!
    • 28. Show me the money!• Huge differences in contact mix around the world• Our range of contact options is vital• Data insights and Customers provided the answers• Mobile conversion rates as high as 15-20% (includes phone)• Customer Sat scores higher than desktop• Apps take <2% of the overall business• In some markets, mobile is >25% of online revenue• In 2012, our mobile web app will take an est. 125M Euros
    • 29. SUMMARY• Customer first - Customer centric, not channel or business• User Centred Design - Cross channel service design needs people• Tracking and Analytics - Investment is vital for Cross Channel insight• Device Analytics - Build for what they’re really using• Call tracking - Even homegrown solutions work wonders• Performance - New platforms bring low conversion risk• Unify your channels - It’s the little things that bind
    • 30. Email : sullivac@gmail.com Twitter : @OptimiseOrDie LinkedIn : linkd.in/pvrg14Slideshare : slidesha.re/TeKiKr
    • 31. Miscellaneous Tips• Use unique vouchers, offers, promo codes or ‘Quote this priority code when ordering’ to track offline• Ensure all your communications (email, SMS, mobile push) has considered the ‘what’s next then’ question – don’t think of the message, think of how it springboards to activity or another channel• Don’t forget linking – hyperlinks, emails, simple ways to sign in, no login required for viewing, able to be forwarded, can post links – ensure that everything is linkable across all channels and platforms• Run surveys (kissinsights, surveygizmo) on different channel preference customers and platform users – ask them questions• Make any basket carry across channels – don’t force people to have to jump through hoops here – it’s your job to make it easy to remember, link and pass this stuff around• Build your mobile and tablet experiences to be contextual• Get your email compatibility right using Litmus, Returnpath or Lyris – to test they can read the things• Make use of SMS more often as channel glue – it’s so easy and is very interruptive (i.e. gets rapid attention)• Always allow something else other than STOP on SMS - for charity donation, allow SKIP to say “I’m skint – come back next month” – STOP is very final.• Always be collecting mobile numbers and emails from all offline activity, wherever you can• Start thinking less of landlines and more of mobiles when calling back people – make sure they can see who is calling or let them text you. How the heck do they know it’s your team calling, if they’re screening calls from someone else they don’t want to talk to?