Toolkits and tips of the conversion pros v 1.6

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My slide deck from Conversion Jam #3 in Stockholm - a short roundup of tools and tips for analytics, growth rate optimisation and conversion junkies!

My slide deck from Conversion Jam #3 in Stockholm - a short roundup of tools and tips for analytics, growth rate optimisation and conversion junkies!

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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.”
  • 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.
  • 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.
  • 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
  • Tomorrow - Go forth and kick their flabby low converting asses

Transcript

  • 1. Toolkits and Tips : for Conversion Pros 10th Sep 2013 @OptimiseOrDie
  • 2. @OptimiseOrDie Timeline - 1998 1999 - 2004 2004-2008 2008-2012
  • 3. Belron Brands @OptimiseOrDie
  • 4. SE O @OptimiseOrDie PP C UX Analytics A/B and Multivariate testing Customer Satisfaction Design QADevelopment 40+ websites, 34 countries, 19 languages, €1bn+ revenue Performance 8 people
  • 5. @OptimiseOrDie Hands on tools!
  • 6. Top Tools & Tips #1 Session Replay #2 Voice of Customer #3 Survey Tools #4 Browser & Email testing #5 Guerrilla Usability #6 Collaboration tools #7 Split testing #8 Performance #9 Crowdsourcing #10 Call tracking #11 Analytics love @OptimiseOrDie
  • 7. #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 • SessionCam (Client) www.sessioncam.com • Mouseflow (Client) www.mouseflow.com • Ghostrec (Client) www.ghostrec.com • Usabilla (Client) www.usabilla.com • Tealeaf (Hybrid) www.tealeaf.com • UserReplay (Server) www.userreplay.com @OptimiseOrDie
  • 8. 9
  • 9. 10
  • 10. #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
  • 11. #3 - Survey Tools • Surveymonkey www.surveymonkey.com (1/5) • Zoomerang www.zoomerang.com (3/5) • SurveyGizmo www.surveygizmo.com (5/5) • For surveys, web forms, checkouts, lead gen – anything with form filling – you have to read these two: Caroline Jarrett (@cjforms) Luke Wroblewski (@lukew) • With their work and copywriting from @stickycontent, I managed to get a survey with a 35% clickthrough from email and a whopping 94% form completion rate. • Their awesome insights are the killer app I have when optimising forms and funnel processes for clients. @OptimiseOrDie
  • 12. #4 – Test or Die! Email testing www.litmus.com www.returnpath.com www.lyris.com Browser testing www.crossbrowsertesting.com www.cloudtesting.com www.multibrowserviewer.com www.saucelabs.com Mobile devices www.perfectomobile.com www.deviceanywhere.com www.mobilexweb.com/emulators www.opendevicelab.com @OptimiseOrDie
  • 13. #5 – Zero Budget Testing • Some low budget testing tools: CamStudio (free) www.camstudio.org Mediacam AV (cheap) www.netu2.co.uk Silverback (Mac) www.silverbackapp.com Screenflow (Mac) www.telestream.net UX Recorder (iOS), Skype Hugging, Reflection www.uxrecorder.com & bit.ly/tesTfm & bit.ly/GZMgxR @OptimiseOrDie
  • 14. #6 – Collaboration tools Oh sh*t @OptimiseOrDie
  • 15. #6 – Basecamp (Project management) @OptimiseOrDie
  • 16. #6 - Join.me (free screen sharer) 17 @OptimiseOrDie
  • 17. #6 – Trello (task & project) @OptimiseOrDie
  • 18. #6 - Pivotal Tracker (Agile, Lean) @OptimiseOrDie
  • 19. • LucidChart #6 - Cloud Collaboration (flowcharting) @OptimiseOrDie
  • 20. • Webnotes & Protonotes #6 - Cloud Collaboration (feedback) @OptimiseOrDie
  • 21. • Conceptshare #6 - Cloud Collaboration (feedback) @OptimiseOrDie
  • 22. #7 - 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 @OptimiseOrDie
  • 23. #8 - Performance • Google Site Speed • Webpagetest.org • Mobitest.akamai.org24 @OptimiseOrDie
  • 24. Site Size Requests The Daily Mail 4574k 437 Starbucks 1300k 145 Direct line 887k 45 Ikea (.se) 684k 14 Currys 667k 68 Marks & Spencers 308k 45 Tesco 234k 15 The Guardian 195k 35 BBC News 182k 62 Auto Trader 151k 47 Amazon 128k 16 Aviva 111k 18 Autoglass 25k 10 Real testing : mobitest.akamai.com @OptimiseOrDie
  • 25. Slides : slidesha.re/PDpTPD If you really care, download this deck: @OptimiseOrDie
  • 26. Scare the Ecom or Trading director:
  • 27. Som, feedbackRemote UX tools (P=Panel, S=Site recruited, B=Both) Usertesting (B) www.usertesting.com Userlytics (B) www.userlytics.com Userzoom (S) www.userzoom.com Intuition HQ (S) www.intuitionhq.com Mechanical turk (S) www.mechanicalturk.com Loop11 (S) www.loop11.com Open Hallway (S) www.openhallway.com What Users Do (P) www.whatusersdo.com Feedback army (P) www.feedbackarmy.com User feel (P) www.userfeel.com Ethnio (For Recruiting) www.ethnio.com Feedback on Prototypes / Mockups Pidoco www.pidoco.com Verify from Zurb www.verifyapp.com Five second test www.fivesecondtest.com Conceptshare www.conceptshare.com Usabilla www.usabilla.com #9 – UX Crowd tools 28 @OptimiseOrDie
  • 28. #10 – Cheap call tracking Step 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 Analytics event or tag for phone calls! • 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? • Incredibly useful – this keyword level call data • What are you over or underbidding for? • Will help you shave potentially 20%+ off costs! • Which online marketing really sucks? @OptimiseOrDie
  • 29. #10 – And desktops? 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 • A paid solution (see next slide) • Unique visitor tracking for desktop • Gives you that detailed marketing data • Easy to implement • Integrates with your web analytics @OptimiseOrDie
  • 30. 0.0 5.0 10.0 15.0 20.0 25.0 safelit windshieldchiprepair safelitewindshield autoglass autowindowreplacement safelightauto autoglassrepair windshieldreplacementcosts safeliteautoglass safeautoglass safeliterepair windshield autoglassreplacement carglass safelitelocations autoglassrepairquotes windshieldrepair mobilewindshieldreplacement replacewindshield carwindshieldrepair newwindshieldcost autoglasswindshieldreplacement carwindowrepaircost safegl autoglassrepairhoustontx windshieldcrack Phone to Booking Ratio
  • 31. @OptimiseOrDie
  • 32. Who? Company Website Coverage 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 Freespee* www.freespee.com UK, SE, FI, NO, DK, LT, PL, IE, CZ, 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
  • 33. #10 - So what does phone tracking get you? • You can do it for free on your online channels • It’s really easy to implement on mobile websites • If you have support or sales by phone, you NEED this • My clients typically get 20-60% reduction in Google CPA (cost per conversion) through optimisation • It lets you route, experiment and track all phone contact and outcomes in the call centre • You can finally close the loop on complete online tracking (post call outcome) • The future will involve cloud telephony – get in early!
  • 34. #11 : Your analytics is broken! @OptimiseOrDie
  • 35. #11 : Solutions • Get a Health Check for your Analytics – Try @prwd, @danbarker, @peter_oneill or ask me! • Invest continually in instrumentation – Aim for at least 5% of dev time to fix + improve • Stop shrugging : plug your insight gaps – Change ‘I don’t know’ to ‘I’ll find out’ • Look at event tracking (Google Analytics) – If set up correctly, you get wonderful insights • Would you use paper instead of a till? – You wouldn’t do it in retail so stop doing it online! • How do you win F1 races? – With the wrong performance data, you won’t @OptimiseOrDie
  • 36. How is it working out for Craig? • Methodologies are not Real Life ™ • It’s mainly about the mindset of the team and managers, not the tools or methodologies used • Not all my clients have all the working parts • Use some, any techniques instead of ‘guessing’ • Blending Lean and Agile UX with conversion optimisation techniques is my critical insight from the last 5 years: Belron World Conversion Rate Increase: 2009 +5%, 2010 +10%, 2011 +15%, 2012 +25% Rush Hair (Within 6 months this year) Total Bookings +65% and Phone +58% (£M’s) • Don’t over complicate it. JFDI. 37
  • 37. Is there a way to fix this then? 38 Conversion Heroes! @OptimiseOrDie
  • 38. Email Twitter : sullivac@gmail.com : @OptimiseOrDie : linkd.in/pvrg14 More reading. Download the slides! Questions… 39
  • 39. So you want examples? Examples of companies putting this stuff together in a good way: • Belron – Ed Colley • Dell – Nazli Yuzak • Shop Direct – Paul Postance (now with EE) • Expedia – Oliver Paton • Schuh – Stuart McMillan • Soundcloud – Eleftherios Diakomichalis & Ole Bahlmann • Gov.uk – Adam Bailin (now with the BBC) Read the gov.uk principles : www.gov.uk/designprinciples And my personal favourite of 2013 – Airbnb!@OptimiseOrDie
  • 40. #11 : Common problems (GA) • Dual purpose goal page – One page used by two outcomes – and not split • Cross domain tracking – Where you jump between sites, this borks the data • Filters not correctly set up – Your office, agencies, developers are skewing data • Code missing or double code – Causes visit splitting, double pageviews, skews bounce rate • Campaign, Social, Email tracking etc. – External links you generate are not setup to record properly • Errors not tracked (404, 5xx, Other) – You are unaware of error volumes, locations and impact • Dual flow funnels – Flows join in the middle of a funnel or loop internally • Event tracking skews bounce rate – If an event is set to be ‘interactive’ – it can skew bounce rate (example) @OptimiseOrDie
  • 41. END SLIDES 42 Feel free to steal, re-use, appropriate or otherwise lift stuff from this deck. If it was useful to you – email me or tweet me and tell me why – I’d be DELIGHTED to hear! Regards, Craig.