Natural born conversion killers - Conversion Jam

8,062 views
7,842 views

Published on

My jam packed slides from the jam packed day at #cjam2.

Hope you enjoy downloading, using and giving me feedback on these. Happy converting!

Published in: Technology
0 Comments
9 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
8,062
On SlideShare
0
From Embeds
0
Number of Embeds
1,538
Actions
Shares
0
Downloads
84
Comments
0
Likes
9
Embeds 0
No embeds

No notes for slide
  • Title : Group eBusiness Manager, BelronReal job : Chief Evil Scientist, Persuasive ArtsHang out : @OptimiseOrDieJoin Me : The League of Optimisers
  • These really exist and there are now urinal games, which when men play them (by peeing left and right) – they control the game character on a video screen. This has also independently proven that the concentration involved reduces spillage. Optimisation is not just for the web!
  • And just to show it’s not all fluffy kittens in the world of user experience...
  • Today I’m going to talk about all the problem areas in conversion. The bad stuff. I’m not going to show you 25 A/B test results and ask you to guess the winner. I want to show you the places where conversion goes to suck – and suggest ways to help here.PROBLEM 1 : Not enough immersionWhen these guys designed this product, they made everyone put in their registration number. It’s so badly designed, the queues take ages and all because they were too mean to let you share or give a parking ticket to someone else. The emotional message – “Screw you, people”. I’ve seen these parking meters being slapped, kicked, booted, defaced or even indeed ripped out of the ground.This is the lesson – get in the shoes for the journey of the customers. These magic slippers of customer experience will take you to new places – but you have to wear them first. There isn’t a chauffeured customer experience limo here. Tesco makes its IT managers go and work in the departments that use their software. Belron people go out with the van drivers, listen in the call centre, talk to customers and everyone involved. Get immersed.
  • Actually use the whole product, all of you, that you are optimising. I’ll come to web journeys later.You should be disruptive, difficult and demanding - make things happen and see what shakes out:Like:Order 12 pairs of shoes and send eleven back.If you make flatpack furniture, order it an put it together.Send the products back. Ask for a refund. Complain about stuff.Buy 3 products by mistake. Try to get the order changed.Try to do everything on your mobile and then switch to a desktop site to finish it. What happens?
  • Actually use the whole product, all of you, that you are optimising. I’ll come to web journeys later.You should be disruptive, difficult and demanding - make things happen and see what shakes out:Like:Order 12 pairs of shoes and send eleven back.If you make flatpack furniture, order it an put it together.Send the products back. Ask for a refund. Complain about stuff.Buy 3 products by mistake. Try to get the order changed.Try to do everything on your mobile and then switch to a desktop site to finish it. What happens?
  • If you want ideas of levers to use on people, persuasive tactics to set up or just what might be preventing them bailing on you, then do some testing. All you need is a £40 bit of software, a laptop and two people with a pulse. It’s not expensive or hard.Most of our pivotal, disruptive or game changing insights come from user testing.
  • If you want ideas of levers to use on people, persuasive tactics to set up or just what might be preventing them bailing on you, then do some testing. All you need is a £40 bit of software, a laptop and two people with a pulse. It’s not expensive or hard.Most of our pivotal, disruptive or game changing insights come from user testing.
  • User centred design is the technique we use to get stuff right, first time (click) The quality of the experience with technology IS the 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.
  • Enough said on the slide!
  • All the work I’m doing these days is designed to avoid this : A ceaseless, never yielding robotic response to an experience that’s all too human.Emotion examples : Leave for parking, leave keys, levels of urgency, registration number, work & costs, forms emotion messagesDo things like : VOC feedback, crowdsource testing, remote testing etc., surveys, bail surveys, emotional remarketing
  • The problem here is that people don’t read the way you want to. The problem here is that not many companies are taking advantage of the scan/peck/hunt way of content consumption and the behaviours that go with it. Using text decoration, layout, bullet points and paying someone who isn’t from the Muppets to write your words. All this stuff really works on conversion and micro tests we’ve done show it’s true. With shrinking screen sizes, copy expertise is vital for mobile sites and apps. Every word and every syllable and how they are laid out – it all counts. In our multivariate tests – copy is usually 50-70% of the total lift. Invest in words and the emotions they create, the questions they solve. A neglected area and big opportunity. We’re experimenting with long form pages now – where we carry a design at the head of the page focused on one conversion possibility. We also create some genuinely useful copy, some for SEO purposes (in collapsed sections) and work hard on the scannability. The reading behaviour I’m talking about doesn’t mean using less words for customers – just knowing where and when to use short, persuasive copy, linking and calls to actions.So – my advice? Write your copy for conversion paths but support customer utility and SEO. Harder than it sounds - like herding weasels on speed.
  • I meet a lot of people who live in their cylinder of excellence in their company and all is good and wonderful. What they never do is get together and actually look at the entire customer journey. Optimisers often talk about scent trails and in Belron – we like to walk the adverts, referrer sites, organic search results, landing pages, funnels – as the user, with them in mind and always on the lookout for gaps.There are many ways to improve journeys that we advise – but the one thing that sometimes gets missed is the relevance of the whole experience, never mind just one part of it. And don’t sweat every journey – you should know the primary paths. Take your friends or family through these paths sometime and ask them to talk out loud what they’re thinking. Even better, do it with your customers.Aside from techniques like using scent trails, mirroring the customer, repeating their search phrase or word and doing testing and optimisation work – what’s the big learning for me? Use clicktale NOW! TODAY!
  • 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!
  • Create a suck index = pageviews * load time. Sort the column in descending order. Start working on it from the top. Worth lots of money.Use Webpagetest.org – super, awesome, really useful and detailed analysis tool. It actually tells you how to fix all the problems it finds. So, not like a usability consultant then eh?
  • 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.
  • Doesn’t matter if you’re rolling the slickest, sexiest looking dice around – you’re still guessing if you’re not testing stuff.We’ve tested over 30M visitors over the last year and aim to do 3 times or more in 2013.Our main testing is on landing pages, funnels, homepages, product pages – anywhere there is traffic, opportunity and behaviour that can be shiftedWe’ve found that the best results are from wide and deep mixtures of testing, across an entire site. It isn’t about doing one test and leaving it – we continuously improve journeys, pages and funnels during the lifecycle of each product.We even do micro testing now, where we vary a line of copy, a button somewhere. This stuff is good – one small test (copy + button) was worth 300K Euros a year on one site. If you do 100 micro tests instead of 10 big tests, you’d make more money faster and the product improves incrementally every time.
  • Note : We mainly do small variable MVT or A/B/n tests these days – large scale complex MVT tests are a waste of time (this needs some explaining so contact me). It’s about where you test and the variety of testing techniques you apply, not the type of test, in my opinion.
  • 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.
  • 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
  • And please don’t give up.
  • Natural born conversion killers - Conversion Jam

    1. 1. Natural BornConversionKillers
    2. 2. Naked promotional slide Tweet me @OptimiseOrDie• Conversion Rate Optimisation • Contact deflection and online• A/B and Multi-variate testing self service• Telephony analytics & tracking • Site search analytics• User centered Design • Site, Page and Campaign optimisation• 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 Join Me : The League of Optimisers
    3. 3. "If you go to the mens washrooms atthe Schiphol airport inAmsterdam, you may notice theres afly in the urinals. It’s screen printed .So what do you think most men do?Thats right, they aim at the fly whenthey urinate.They dont even think about it, andthey dont need to read a usersmanual; its just an instinctivereaction that means 80% lessspillage!*The interesting feature of theseurinals is that theyre deliberatelydesigned to take advantage of thisinherent human male tendency.“This is my job.
    4. 4. #1 – Not enough immersion
    5. 5. www.blogshank.com
    6. 6. You call the web phone and hear:“Please visit our website at x.com”If you find this annoying, pleaseraise your hand!
    7. 7. #2 – Your ontext is the usability test! office Location  Goals
    8. 8. Guerrilla Usability TestingGoals ontext  Location For Mac:Silverback (600Kr) www.silverbackapp.comFor PC:Mediacam (325Kr) www.netu2.comCamtasia (2500Kr) www.techsmith.comMobiles:Read this (50Kr) bit.ly/aBKEtC bit.ly/by9CzGHow to approach people bit.ly/anY8vR
    9. 9. Agile, Iterative, Multi Platform design Washup Mobile Web 1 1 Insight UX Washup Design  Agile Washup App 1  Lean UX  Kanban
    10. 10. Building new productsFrom prototype to final product 9 Jan 2012
    11. 11. Get OUT of the office!• This is a key technique for Conversion Optimisation• 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
    12. 12. Nice day at the office dear?#3 – We’re robotic and emotionless
    13. 13. #4 – You don’t value the craft of copywritingComprehension  Clarity  Simplicity  Persuasion  Scanning
    14. 14. If you read these books, you‟ll get much smarter at this work! (+follow @thebrainlady & @optimiseordie)
    15. 15. Social validation… A -33%B CPA B = -33% CPA!
    16. 16. Our top sources!• Analytics data – investment and instrumentation• Customer insight – contact, customer feedback, research• Usability testing (lab)• Guerrilla usability testing• Diary studies• Onsite feedback (4Q, Kissinsights, Kampyle)• Customer contact centre immersion (listening)• Business owners – market data & local knowledge• Surveys and Customer Satisfaction measurement• Books, Websites, Tips, Conferences• Session recording data
    17. 17. Session recording• Vital for optimizers & fills in a ‘missing link’ for insight• Rich source of data• Segment by attribute/source/behavior• Can be used to optimise in real time!Session replay (client side)• Clicktale www.clicktale.com• Mouseflow www.mouseflow.com• Ghostrec www.ghostrec.com• Userfly www.userfly.comSession replay (server side)• Tealeaf www.tealeaf.com• UserReplay www.userreplay.com
    18. 18. Remote & Crowdsourced toolsSom, feedbackRemote or crowdsourced feedbackWhat Users Do www.whatusersdo.comUserzoom www.userzoom.comUsabilla www.usabilla.comUsertesting www.usertesting.comLoop11 www.loop11.comEthnio www.ethnio.comFeedback army www.feedbackarmy.comMechanical turk www.mechanicalturk.comOpen Hallway www.openhallway.comWebnographer www.webnographer.comEasy Usability www.easyusability.comUser feel www.userfeel.comUserlytics www.userlytics.comKupima www.kupima.comPrototype and wireframe testing/feedback:Pidoco www.pidoco.comFive second test www.fivesecondtest.comConceptshate www.conceptshare.com
    19. 19. #6 – Your Forms are made by evil data hungry IT TROLLS! Luke Wroblewski : www.lukew.com Caroline Jarrett : www.formsthatwork.com The best way to get 10, 20, 30% more conversion from forms
    20. 20. #1 – Phone Number Example+44(0)2088589999 88589999 8858 9999 8858-9999 02088589999 0208858 9999 0208858-9999 020 8858 9999 (020) 8858 9999 0208 858 9999 (0)208 858 9999 0208-858-9999 (020)8 858 9999 (02)08 8589999 (02)088589999+4402088589999 +44(0208)858 9999 +44(0)208 858 9999 So which one is correct? Strip non numerics!
    21. 21. #2 - Postcode Example CRO 1XA CR0 1XA SE!£ ^DH CR0 lXA CR0 1XA SE% $RL CRO1XA CR01XA CT^&EF CR0lXA CR01XA EC!A 1DF CRO 1XA CR0 1XA SE£ (SH CR0 lXA CR0 1XA SE3 9SH.Strip spaces. Fix transposed characters (0/1/L/O). Transformshifted characters. Trim if front part matches post office codes.Clean the data, fix it invisibly and generate NO error message.Auto fix = 2.5% increase in conversion for one field.
    22. 22. Bodø
    23. 23. #7 – Using your product is like watching slugs fight! • Google Site Speed • Webpagetest.org • Mobitest.akamai.org
    24. 24. Every second counts! Slides : slidesha.re/PDpTPD
    25. 25. Repeat visitors huge impact!
    26. 26. Mobile Performance ExamplesSite Size Round trip requestsCoop.se 1200K 63m.ikea.com/se/sv/ 683K 23Newspaper 195k 35Supermarket 125k 14Auto Sales 151k 47m.carglass.se 25k 10 Would you wait 10 or 15 seconds? Ideally you should be at 2 or less! mobitest.akamai.com www.webpagetest.org Google site speed tags
    27. 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 whenever possible• Make sure your apps are offline aware (i.e. no data connection)• Design frippery can impact on your bottom line!
    28. 28. #8 – You don’t do (enough) Split Testing
    29. 29. 30 MILLION TESTSAND OVER 90% OF THEM FAIL!
    30. 30. Low entry cost – FREE!• Google Content Experiments bit.ly/Ljg7Ds• Optimizely www.optimizely.com• Visual Website Optimizer www.visualwebsiteoptimizer.com Next step up : Autonomy Optimost or Webtrends Optimize
    31. 31. What do we get? Homepage examples +8.31% +12.4% +10.78% +13.92% +8.53% +8.19%
    32. 32. What’s our testing mix?• A/B testing – Homepage, Landing pages, Funnels• MVT testing – high traffic landing or home pages – Mini (less than 8 variables) – Midi (8-32) – Maxi (>32 variables)And 6 types of specialised testing:• Funnel testing – bedding in new funnels• Landing page optimisation• Cross channel testing• Iterative feature and product testing• Micro testing• Telephony MVT
    33. 33. Typical test lifecycle Other test Gather and results – good Brainstorm & Instrument review inputs variables & Hypotheses learnings Signoff Design variables Instrument Test Plan (Legal, Marketin & creative analytics Document g, Brand) elements Next WaveWave design Results of wave Washup (repeat) Business led Do verificationRepeat from reporting (with = wave + 90/10% Declare winner start £x, without = £y) split
    34. 34. Sweden – 5.95% lift
    35. 35. Norway – 18.78% lift
    36. 36. Another example
    37. 37. Key learnings – on page elements• Less is more – simplicity, comprehension, clarity in design• Copy is king – not content, but key persuasive copy• Large, prominent, visible, button like CTA• CTA above fold, especially on landing page• Do not split attention on CTA (Save, Cancel, Print, Back, Help)• Use goal oriented keywords (Fix my glass!)• Where is the core value proposition?• Maintain a scent – PPC advert, Landing page, Funnel, Reflect the user• CTA wording, headlines, copy, framing = 50%+ of uplift• Think about emotional states and make use of them• Use badging, testimonials, social proofing and trust symbols• We run a betting pool – even the best people get only 60-70% right• Guidelines are good but every page and site will vary
    38. 38. Key learnings – test approach• Stop testing rubbish subtleties (e.g. Button colour)• Cultural factors are minimal• Market, Consumers and Traffic are much larger drivers• Faster cycles of smaller tests = better (fail faster)• Not how many you start a month – it’s how many you finish!• A wide scope and mixture of tests -> the recipe – is the key!• Micro testing (small changes) x 10 = better than 1 big test• You need directional research inputs as well as wild guesses• Don’t test yourself into a corner – keep challenging design• Use A/B to test radical approaches/disruptive change• Don’t forget the words – they make a huge difference
    39. 39. Netherlands 8.19% lift
    40. 40. Belgium - Flemish 13.85% lift
    41. 41. A B Get StartedControl +34.9% Fix My Glass Click Here+21.9% +17.4% C D
    42. 42. Summary – Testing approach• Don’t overcook tests with too many variables• Don’t test things very similar (blue vs. green button?)• Don’t be timid – fail faster, be bolder• International tests show little cultural differences• Market conditions & traffic mix are more important• Biggest drivers on page =• Copy, CTA and CTA copy, Images, Badging, Nav/Layout• Biggest external factors =• Page and site performance, Browser compatibility
    43. 43. #9 Your images are an afterthought! FRANCE +8% over control 99% confidence
    44. 44. GERMANY+12% over control99% confidence
    45. 45. SPAIN+22% over control99% confidence
    46. 46. Make sure you use real, authentic, smiling, friendly, approachable people. Don’t use stock images for testing or on your site. Low Q video and images are also fine – they reinforce authenticity.www.headsethotties.com www.awkwardstockphotos.com
    47. 47. Take the fake smile test : bbc.in/5rtnv
    48. 48. Images that Suck! (see photoux.co.uk)
    49. 49. Image Guidelines for Belron Photo Guidelines• Groups, vans, stores, corporate guff = • Female images work best in almost NO every country – they slay the guys• Single person – not groups or even person + customer • Natural, authentic and not „model‟ or• Open, Friendly, Natural, Smiling, Engag „stock‟ image types work best for ed = YES people• Uniform – has huge effect, even • Smile MUST involve the cheeks and wearing branded ball cap improves eyes must crinkle! Take the smile test conversion here to see how good you are• Look straight at viewer or slightly towards CTA button – don‟t ignore the • Photo shoots and tests can be used to visitor! drive advertising strategy• Plain backgrounds only • Pre Test your TV advertising before• No folded arms, arms on you shoot the video! hips, pointing, hands behind back, hanging useless by the • We get better images now, but we side, clasped by groin, fiddling with keep working on the guidelines! hands • We still got a genital framing• Arms with prop instead – hold a clipboard, rag, tool – I‟m working for picture the other week *you*
    50. 50. “I have some friends in Sweden”@beantin @axbom @brianclifton @conversionista
    51. 51. “I havesomefriendsin Sweden”
    52. 52. “We alwayshad a planfor pullingout”
    53. 53. “We alwayshad a planfor pullingout”
    54. 54. Unichannel Multi-channel Cross-channel Omni-channel #10 – You’re not investing in the Omni-channel future
    55. 55. Slides : bit.ly/Pm3fPZ slidesha.re/MY88vW Thanks to Thomas Husson of Forrester
    56. 56. 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”
    57. 57. 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?
    58. 58. 10.0 15.0 20.0 25.0 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
    59. 59. 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…
    60. 60. What about desktop? Onbound Call analytics: Split testing Priority routing Wait time VIP teams Call centre Abandon A 222 1234 Call length music On hold 0800 222 1234 0800 Operator outcome Menu Sales value 0800 222 1245 Messages Ratings Call recording B 222 1263 0800 Offline promotions! 0800 222 1299 Profit line! C Web Analytics Telephony Cloud
    61. 61. 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 Nordics, try www.freespee.com• Other countries, see the next slide
    62. 62. Company Website CoverageWho?Mongoose Metrics* www.mongoosemetrics.com UK, USA, Canada Ifbyphone* www.ifbyphone.com USA TheCallR* www.thecallr.com USA, Canada, UK, IT, FR, BE, ES, NL Call tracking metrics www.calltrackingmetrics.com USA Hosted Numbers www.hostednumbers.com USA Callcap www.callcap.com USA UK, SE, FI, NO, DK, LT, PL, IE, CZ, Freespee* www.freespee.com SI, AT, NL, DE Adinsight* www.adinsight.co.uk UK Infinity tracking* www.infinity-tracking.com UK Optilead* www.optilead.co.uk UK Switchboard free www.switchboardfree.co.uk UK Freshegg www.freshegg.co.uk UK Avanser www.avanser.com.au AUS Jet Interactive* www.jetinteractive.com.au AUS * I read up on these or talked to them. These are my picks .
    63. 63. #11 - You don’t do the right testing
    64. 64. Browser Compatibility• My challenge to you! “Anyone who slaps a „this page is best viewed with• What browsers have problems? Browser X‟ label on a Web page appears to be yearning• Who doorsteps you? for the bad old days, before• The ‘Mac Users’ problem the Web, when you had very little chance of reading a• Measure entry point stats only document written on another computer, another word• Create a browser matrix processor, or another network.”• Use a testing service, not simulators Tim Berners-Lee• Try the ‘Checkout browser’ test• Test mobile devices too
    65. 65. : 35.5%A : 30.2% : 27.9% : 26.6% : 22.2% : 22.3% : 21.8% : 19.8%ORLD = 21.6% for July 2012 and is forhones, feature phones andplayers only (does not tablets.
    66. 66. Testing tools• Browser testing www.browsercam.com www.crossbrowsertesting.com• Email testing www.litmus.com www.returnpath.com www.lyris.com• Mobile devices www.perfectomobile.com www.deviceanywhere.com• Performance testing www.keynote.com www.gomez.com mobitest.akamai.com www.webpagetest.org http://bit.ly/IdYpNy strangeloopnetworks.com
    67. 67. #12 You are evil• Optimisation can be used for evil!• Either by accident (just stupid)• Or by design, to trick people*wiki.darkpatterns.org/wiki/Home* I trick influence people too but I call it optimisation (displacement technique)
    68. 68. You evil gits
    69. 69. Sneaky fold
    70. 70. Sneaky basket
    71. 71. Hidden opt-out
    72. 72. HoneypotRead Black Hat PoliticsOnline Dirty Tricks bit.ly/IngLd2
    73. 73. Evil genius award?
    74. 74. #13 – You give up easily!
    75. 75. Don’t give up!• Start with the customer at the heart of everything• It’s liberating!• Use low budget solutions, cheap or free tools to get business cases made or gain insight• Money talks so even micro testing will illustrate ROI• Invest in people who care about customers, as well as conversion• Invest in analytics talent and instrumentation• If you can make a 10% shift in online revenue, just from smart thinking, then what would a team of 5 get you?• If you’re finding it hard to hire people, mail me for advice.
    76. 76. Show me the money!• Analytics, Customer Insights and Testing provided the answers• We grew our conversion rate by 15% across the world in 2011• We project to grow by more than 25% in 2012• Our last 3 funnel redesigns got 37%, 23% and 12.5% lifts• Just one funnel will drive an additional 30-40M USD revenue p.a.• Our ROI on Conversion Optimisation is >300 times the cost• Mobile conversion rates as high as 15-20% (includes phone)• In some markets, mobile is >25% of online revenue• In 2012, our mobile web app will take an est. 125M Euros• We support a 500M euro channel with a team of 6 people• Our work is nothing special – we just love making things better!
    77. 77. Email : sullivac@gmail.com Twitter : @OptimiseOrDie LinkedIn : “Craig Sullivan Belron”Slideshare : slidesha.re/nlCDm6 Today : Meet the experts!
    78. 78. CRO and Testing resources• 101 Landing page tips : slidesha.re/8OnBRh• 544 Optimisation tips : bit.ly/8mkWOB• 108 Optimisation tips : bit.ly/3Z6GrP• 32 CRO tips : bit.ly/4BZjcW• 57 CRO books : bit.ly/dDjDRJ• CRO article list : bit.ly/nEUgui• Smashing Mag article : bit.ly/8X2fLk

    ×