Web Analytics Wednesday - Session Replay Tools are VitalCraig Sullivan
Session Replay or Screen Recording tools are now part of an arsenal of discovery toolkits that can drive optimisation, bug fixes, funnel and journey analysis - using qual and quant techniques. Without these tools, the analytics data misses emotion, frustration, friction and more - I've collated the best tips, tricks, tools and approaches to yield the most valuable insights for CRO / Growth Hacking.
Web Analytics Wednesday - Session Replay Tools are VitalCraig Sullivan
Session Replay or Screen Recording tools are now part of an arsenal of discovery toolkits that can drive optimisation, bug fixes, funnel and journey analysis - using qual and quant techniques. Without these tools, the analytics data misses emotion, frustration, friction and more - I've collated the best tips, tricks, tools and approaches to yield the most valuable insights for CRO / Growth Hacking.
Carta Italia, uno strumenti di tutela e l'importanza degli IP assetsGilberto Cavagna
Intervento al seminario “La tutela del marchio d'impresa” organizzato dalla Camera di commercio di Torino in collaborazione con Unicredit. Torino, 12 Aprile 2016
12 Things to do Before Your Company Dies : Conversion Conference London - Oct...Craig Sullivan
A roundup of all the things to help you maintain a competitive edge in experience design and conversion optimisation. With examples of companies putting this stuff together, the tools they are using and their project management approaches, this presentation delves deeper into the cultural aspects of CRO.
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.
Surviving the AB Testing Hype Cycle - Reaktor Breakpoint 2015Craig Sullivan
My Slides from Reaktor Breakpoint 2015 - This is by far the best deck (and hopefully talk) I've done this year. Masses of info, reading, articles, useful reports and more.
Surviving the hype cycle Shortcuts to split testing successCraig Sullivan
In this talk, I show the key shortcuts to stop doing stupid testing and move towards innovative and transformative design & build methodologies, including innovation through split testing exploration
Carta Italia, uno strumenti di tutela e l'importanza degli IP assetsGilberto Cavagna
Intervento al seminario “La tutela del marchio d'impresa” organizzato dalla Camera di commercio di Torino in collaborazione con Unicredit. Torino, 12 Aprile 2016
12 Things to do Before Your Company Dies : Conversion Conference London - Oct...Craig Sullivan
A roundup of all the things to help you maintain a competitive edge in experience design and conversion optimisation. With examples of companies putting this stuff together, the tools they are using and their project management approaches, this presentation delves deeper into the cultural aspects of CRO.
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.
Surviving the AB Testing Hype Cycle - Reaktor Breakpoint 2015Craig Sullivan
My Slides from Reaktor Breakpoint 2015 - This is by far the best deck (and hopefully talk) I've done this year. Masses of info, reading, articles, useful reports and more.
Surviving the hype cycle Shortcuts to split testing successCraig Sullivan
In this talk, I show the key shortcuts to stop doing stupid testing and move towards innovative and transformative design & build methodologies, including innovation through split testing exploration
Myths and Illusions of Cross Device Testing - Elite Camp June 2015Craig Sullivan
A compendium of the most common mistakes and problems people encounter when trying to optimise or split test cross device experiences (mobile, tablet, desktop, app, tv etc.)
Brighton CRO Meetup #1 - Oh Boy These AB tests Sure Look Like Bullshit to MeCraig Sullivan
An updated deck of a short talk (30m) given at the first Brighton CRO meetup. Contains useful AB testing tools as well as full speaker notes for most of the slides.
Cross Device Optimisation - Google Analytics ShortcutsCraig Sullivan
In this session, we explain how to mine GA for broken device experiences, flows, funnel blocks and more... Using a new grid tool we've developed, you can pull multi-dimensional segmented funnel and metric data from Google Analytics - we explain how it works, why you need it and what problems it solves. Find where your site is leaking money through data
Woj takes you on a journey to demystify the art and science of Search Engine Optimisation. Explore the true facts about SEO, the history of Google and other search engines and what the current landscape looks like.
Arm yourself with valuable tips on production & writing for search engines as well as Woj’s indispensable do-and-don’t best practice guide so you can leave the session ready to take action!
Data Driven Website Decisions for SEO and CROAmanda King
My presentation for Digimarcon Sydney on 29 Aug 2019.
For many, SEO is a black box that doesn't open up easily to share with stakeholders to prioritise and understand the value to the business. This presentation shares tactics on how to equate both overall SEO strategy and individual SEO tactics to business value.
For many, SEO is a black box that doesn't open up easily to share with stakeholders, prioritise and understand the value to business. This session will share with you tactics on how to equate both overall SEO strategy and individual SEO tactics to business value.
Product Design is Poo - And we're all going to dieCraig Sullivan
A humorous presentation about what is wrong with the current way of building digital products. Showing what is wrong, explaining the signs and giving you a checklist for reforming your company - are laid out with links, resources and further reading.
Product design is Poo - And how to fix it!Craig Sullivan
A look at why product design is still so poor, even after 22 years of digital design work. Why do these problems exist and how can we remove them from the way we build products? Lean corporate and startup growth models are explored in the solutions to this horrendous problem!
Slides to go with a talk on rapid, lightweight research you can do before tackling a landing page, funnel step or lead-gen form. Comes complete with all the Google Analytics reports you'll need to mine useful data to share! Less bullshit, more truth in meetings!
Myths, Lies and Illusions of AB and Split TestingCraig Sullivan
What are the common assumptions about AB (split) testing that are wrong? What are the lies told by vendors, consultants and the stuff you have convinced yourself about. What is illusory - what can you trust - what's it really all about. 20 top myths debunked after asking fellow CRO professionals what is on THEIR top list.
20 Ways to Shaft your Split Tesring : Conversion ConferenceCraig Sullivan
This talk is the latest deck showing common problems that will easily break or skew your ab and multivariate testing results. Avoid these problems by following the simple advice in this deck!
#Measurecamp : 18 Simple Ways to F*** up Your AB TestingCraig Sullivan
An expanded deck of the top 18 blockers to getting successful AB or Multivariate test results. In this deck, you get a complete checklist of the stuff you need to prepare, watch, launch and monitor your testing, so it gets you the *right* conclusions.
The Neuromarketing Toolkit - Chinwag Psych - 4 Feb 2014Craig Sullivan
A practical toolkit for getting inside customers heads, in order to design and create persuasive psychological approaches to copy, pages, buttons, designs and your entire service. Craig shows you here how to mine what you already have - to design a better bank balance and continuously improving future for your company, staff and your customers.
The top reasons and solutions for not getting value out of your AB tests - some practical tips for designing insightful and correctly instrumented test
3 TED style talks of 15-20 minutes, featuring:
(1) Conversion methodologies, Lean UX and Agile? What gives?
(2) #Measurecamp and my Top Analytics Tips of 2013
(3) Conversion tools of the CRO masters
Builder.ai Founder Sachin Dev Duggal's Strategic Approach to Create an Innova...Ramesh Iyer
In today's fast-changing business world, Companies that adapt and embrace new ideas often need help to keep up with the competition. However, fostering a culture of innovation takes much work. It takes vision, leadership and willingness to take risks in the right proportion. Sachin Dev Duggal, co-founder of Builder.ai, has perfected the art of this balance, creating a company culture where creativity and growth are nurtured at each stage.
Key Trends Shaping the Future of Infrastructure.pdfCheryl Hung
Keynote at DIGIT West Expo, Glasgow on 29 May 2024.
Cheryl Hung, ochery.com
Sr Director, Infrastructure Ecosystem, Arm.
The key trends across hardware, cloud and open-source; exploring how these areas are likely to mature and develop over the short and long-term, and then considering how organisations can position themselves to adapt and thrive.
Connector Corner: Automate dynamic content and events by pushing a buttonDianaGray10
Here is something new! In our next Connector Corner webinar, we will demonstrate how you can use a single workflow to:
Create a campaign using Mailchimp with merge tags/fields
Send an interactive Slack channel message (using buttons)
Have the message received by managers and peers along with a test email for review
But there’s more:
In a second workflow supporting the same use case, you’ll see:
Your campaign sent to target colleagues for approval
If the “Approve” button is clicked, a Jira/Zendesk ticket is created for the marketing design team
But—if the “Reject” button is pushed, colleagues will be alerted via Slack message
Join us to learn more about this new, human-in-the-loop capability, brought to you by Integration Service connectors.
And...
Speakers:
Akshay Agnihotri, Product Manager
Charlie Greenberg, Host
Smart TV Buyer Insights Survey 2024 by 91mobiles.pdf91mobiles
91mobiles recently conducted a Smart TV Buyer Insights Survey in which we asked over 3,000 respondents about the TV they own, aspects they look at on a new TV, and their TV buying preferences.
Epistemic Interaction - tuning interfaces to provide information for AI supportAlan Dix
Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024
https://alandix.com/academic/papers/synergy2024-epistemic/
As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
JMeter webinar - integration with InfluxDB and GrafanaRTTS
Watch this recorded webinar about real-time monitoring of application performance. See how to integrate Apache JMeter, the open-source leader in performance testing, with InfluxDB, the open-source time-series database, and Grafana, the open-source analytics and visualization application.
In this webinar, we will review the benefits of leveraging InfluxDB and Grafana when executing load tests and demonstrate how these tools are used to visualize performance metrics.
Length: 30 minutes
Session Overview
-------------------------------------------
During this webinar, we will cover the following topics while demonstrating the integrations of JMeter, InfluxDB and Grafana:
- What out-of-the-box solutions are available for real-time monitoring JMeter tests?
- What are the benefits of integrating InfluxDB and Grafana into the load testing stack?
- Which features are provided by Grafana?
- Demonstration of InfluxDB and Grafana using a practice web application
To view the webinar recording, go to:
https://www.rttsweb.com/jmeter-integration-webinar
Elevating Tactical DDD Patterns Through Object CalisthenicsDorra BARTAGUIZ
After immersing yourself in the blue book and its red counterpart, attending DDD-focused conferences, and applying tactical patterns, you're left with a crucial question: How do I ensure my design is effective? Tactical patterns within Domain-Driven Design (DDD) serve as guiding principles for creating clear and manageable domain models. However, achieving success with these patterns requires additional guidance. Interestingly, we've observed that a set of constraints initially designed for training purposes remarkably aligns with effective pattern implementation, offering a more ‘mechanical’ approach. Let's explore together how Object Calisthenics can elevate the design of your tactical DDD patterns, offering concrete help for those venturing into DDD for the first time!
State of ICS and IoT Cyber Threat Landscape Report 2024 previewPrayukth K V
The IoT and OT threat landscape report has been prepared by the Threat Research Team at Sectrio using data from Sectrio, cyber threat intelligence farming facilities spread across over 85 cities around the world. In addition, Sectrio also runs AI-based advanced threat and payload engagement facilities that serve as sinks to attract and engage sophisticated threat actors, and newer malware including new variants and latent threats that are at an earlier stage of development.
The latest edition of the OT/ICS and IoT security Threat Landscape Report 2024 also covers:
State of global ICS asset and network exposure
Sectoral targets and attacks as well as the cost of ransom
Global APT activity, AI usage, actor and tactic profiles, and implications
Rise in volumes of AI-powered cyberattacks
Major cyber events in 2024
Malware and malicious payload trends
Cyberattack types and targets
Vulnerability exploit attempts on CVEs
Attacks on counties – USA
Expansion of bot farms – how, where, and why
In-depth analysis of the cyber threat landscape across North America, South America, Europe, APAC, and the Middle East
Why are attacks on smart factories rising?
Cyber risk predictions
Axis of attacks – Europe
Systemic attacks in the Middle East
Download the full report from here:
https://sectrio.com/resources/ot-threat-landscape-reports/sectrio-releases-ot-ics-and-iot-security-threat-landscape-report-2024/
Software Delivery At the Speed of AI: Inflectra Invests In AI-Powered QualityInflectra
In this insightful webinar, Inflectra explores how artificial intelligence (AI) is transforming software development and testing. Discover how AI-powered tools are revolutionizing every stage of the software development lifecycle (SDLC), from design and prototyping to testing, deployment, and monitoring.
Learn about:
• The Future of Testing: How AI is shifting testing towards verification, analysis, and higher-level skills, while reducing repetitive tasks.
• Test Automation: How AI-powered test case generation, optimization, and self-healing tests are making testing more efficient and effective.
• Visual Testing: Explore the emerging capabilities of AI in visual testing and how it's set to revolutionize UI verification.
• Inflectra's AI Solutions: See demonstrations of Inflectra's cutting-edge AI tools like the ChatGPT plugin and Azure Open AI platform, designed to streamline your testing process.
Whether you're a developer, tester, or QA professional, this webinar will give you valuable insights into how AI is shaping the future of software delivery.
Dev Dives: Train smarter, not harder – active learning and UiPath LLMs for do...UiPathCommunity
💥 Speed, accuracy, and scaling – discover the superpowers of GenAI in action with UiPath Document Understanding and Communications Mining™:
See how to accelerate model training and optimize model performance with active learning
Learn about the latest enhancements to out-of-the-box document processing – with little to no training required
Get an exclusive demo of the new family of UiPath LLMs – GenAI models specialized for processing different types of documents and messages
This is a hands-on session specifically designed for automation developers and AI enthusiasts seeking to enhance their knowledge in leveraging the latest intelligent document processing capabilities offered by UiPath.
Speakers:
👨🏫 Andras Palfi, Senior Product Manager, UiPath
👩🏫 Lenka Dulovicova, Product Program Manager, UiPath
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
Generating a custom Ruby SDK for your web service or Rails API using Smithyg2nightmarescribd
Have you ever wanted a Ruby client API to communicate with your web service? Smithy is a protocol-agnostic language for defining services and SDKs. Smithy Ruby is an implementation of Smithy that generates a Ruby SDK using a Smithy model. In this talk, we will explore Smithy and Smithy Ruby to learn how to generate custom feature-rich SDKs that can communicate with any web service, such as a Rails JSON API.
GraphRAG is All You need? LLM & Knowledge GraphGuy Korland
Guy Korland, CEO and Co-founder of FalkorDB, will review two articles on the integration of language models with knowledge graphs.
1. Unifying Large Language Models and Knowledge Graphs: A Roadmap.
https://arxiv.org/abs/2306.08302
2. Microsoft Research's GraphRAG paper and a review paper on various uses of knowledge graphs:
https://www.microsoft.com/en-us/research/blog/graphrag-unlocking-llm-discovery-on-narrative-private-data/
6. The dial won’t turn anymore
With thanks to @morys
PPC SEO
@OptimiseOrDie
7. Books, Research, The Web
@OptimiseOrDie
• We‟re still learning a lot more about the brain
• It‟s still very early days yet – and lots of big data involved
• More and more EEG (electrical) and MRI (scans) testing
• The US military plans to use MRI to recruit dogs – optimising for
fast & loyal learners(1)
• Usability testers now using multiple sensors during tests : EEG
headsets, Heart rate, Blood pressure, Skin conductivity,
temperature and even salivary hormones(2)
• You can even buy „Mind Control‟ games and toys now! (3)
• And just as this is all happening
• We get an explosion in new devices, contexts and ways of
interacting with brands and each other
• So the Psychological landscape of consumer emotions is being
better understood, whilst also being disrupted
• This is why I love my job!
8. Books, Research, The Web
@OptimiseOrDie
Whichtestwon.com
Unbounce.com
Kissmetrics.com
Uxmatters.com
RogerDooley.com
PhotoUX.com
TheTeamW.com
Baymard.com
Lukew.com
PRWD.com
15. 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
Kampyle
www.kampyle.com
Qualaroo
www.qualaroo.com
4Q
4q.iperceptions.com
Usabilla
www.usabilla.com
15
@OptimiseOrDie
16. Surveys & Forms Optimisation
Surveymonkey www.surveymonkey.com
Zoomerang www.zoomerang.com
SurveyGizmo www.surveygizmo.com
• If you do surveys or FORMS – checkouts, signups, lead
generation, read:
Caroline Jarrett : @cjforms
Luke Wroblewski : @lukew
• Informed by their work and with copywriting from
@stickycontent, we crafted a survey for Autoglass.
• We got a 35% clickthrough rate and a whopping 94%
form completion rate. 9 pages long. Sweet.
• Luke Wroblewski‟s work on Forms, Psychology, UX and
Design is the best in the world – and essential for anyone
working on a website.
@OptimiseOrDie
18. Guerrilla UX testing
• Mobile can be lots of fun
• Some low budget stuff you may know about already:
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 18
19. 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
UX Crowd tools
19
21. • People
• Products
• Businesses
• Organisations
• Recipes
• Events
• Music
• Local
• Video
• Reviews!
Huge increases in
CTR and Conversion
Microdata – Landing Page Zero
@OptimiseOrDie
22. • There are many split test examples of
review creative driving trust and sales
• Social signals increasingly important
• From hand picked
• To user driven
• To socially driven
• You must get a reviews infrastructure to
collect, respond to and use them on
other customers!
• Reviews are useful – they also SELL
“blah blah” Mrs S. Smith
“blah blah” Mrs S. Smith, Lee
“blah blah” Mrs S. Smith, Lee (read more)
“made up crap” – in quote marks
Reviews infrastructure
“Amazing Service…”
24. Photo UX
24 Jan 2012
• Persuasion / Influence /
Direction / Explanation
• Helps people process
information and stories
• Vital to sell an „experience‟
• Helps people recognise and
discriminate between things
• Supports Scanning Visitors
• Drives emotional response
short.cx/YrBczl
25. • Very powerful and under-estimated area
• I‟ve done over 20M visitor tests with people
images for a service industry – some tips:
• The person, pose, eye gaze, facial
expressions and body language – cause
visceral emotional reactions and big changes
in behaviour
• Eye gaze crucial – to engage you or to „point‟
Photo UX
24 Jan 2012@OptimiseOrDie
26. • Negative body language is a turnoff
• Uniforms and branding a positive (ball cap)
• Hands are hard to handle – use a prop to help
• For Ecommerce – tip! test bigger images!
• Autoglass and Belron always use real people
• In most countries (out of 33) with strong female
and male images in test, female wins
• Smile and authenticity in these examples is
absolutely vital
• So, I have a question for you
Photo UX
@OptimiseOrDie
36. Nudge Unit – Car Tax Renewals
• ANPR snap taken, reminder sent = 11% conversion
Add "Pay your tax or lose your [make of car]“
• Rises to 22% conversion
Add Photo from number plate camera?
• Rises to 33% conversion
Read More :
http://www.guardian.co.uk/politics/2013/may/02/nudge-unit-has-it-worked
http://www.guardian.co.uk/society/2013/may/01/policy-francismaude
37. FREE Keyword Level 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 10, 20%+ off PPC
• Which online marketing really sucks?
37
@OptimiseOrDie
39. 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
• Unique visitor tracking for desktop
• Gives you that detailed marketing data
• Easy to implement
• Integrates with your web analytics
• Let me explain…
39
40. 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 phone A/B tests? You’ll laugh!
40
@OptimiseOrDie
41. 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
* I read up on these or talked to them. These are my picks.
41
42. • Optimisation can be used for evil!
• Either by accident (just stupid)
• Or by design, to trick people
wiki.darkpatterns.org/wiki/Home
Dark Persuasion
@OptimiseOrDie
46. Agile, Lean, Split Testing – need UX
@OptimiseOrDie
1. Disruption or continual product improvement needs the
customer at the heart of everything, even though the
landscape is often changing.
2. Although we try to use these techniques, they‟re sometimes
levers we pull without understanding why they work or how we
can best exploit them
3. Even new disruptive businesses like Uber and Airbnb – rely on
one thing – a brilliant experience that glues all parties together
in a delightful and carefully crafted messaging and feedback
loops.
4. Airbnb – Device, context, messaging, privacy, disputes
5. Mobile contextual experiences are our design future – get
used to understanding how context and device can shape the
psychology of the consumer
6. Companies without the test / measure / feedback / learn cycle
are vulnerable to leaner competition
47. The future of testing?
@OptimiseOrDie
Better inputs – tools, data
Social & Behaviour
Segmentation
Persona driven
Machine Learning
Growing research body
Deeper brain understanding
48. How is it working out for Craig?
• Methodologies are not Real Life ™
• It’s about the mindset of the team and
managers, not the tools or methodologies they
play with
• Not all my clients have all the working parts
• You should not be a methodology slave – feel free
to roll your own
• 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 3 months)
Bookings +77% and Phone +33%
• Don’t over complicate it. JFDI.
48
49. “Shut the fuck up and listen.
Listen some more.
Ask good questions.
Repeat.” Anonymous
“Changing behaviour is not as
complicated or as hard as you
think. Once you understand
human nature, it gets
surprisingly easy” Brian Solis
“I am not a number
I‟m a free man”
52. Photography Guidelines - Belron
• Groups, vans, stores, head
office, corporate guff = NO
• Single person – not groups or
even person + customer (ignoring
you)
• Open, Friendly, Natural, Smiling, E
ngaged, Alert = YES
• Smile best with eye crinkles
• Uniform – has huge effect, even
wearing branded hat improves
conversion
• Look straight at viewer or slightly
towards CTA
• No folded arms, arms on
hips, pointing, scowling, cheesy
smiles, hands behind
back, hanging useless by the
side, clasped by groin, fiddling with
hands
• Plain backgrounds only or free of
distractions
• 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
• Some of our best performing images
would be rejected by advertisers as
„too ugly.
• Want to know more? Contact me or
check out the @brainlady
• Check out the Photo UX book
Editor's Notes
No – this isn’t me playing with your mind or winding you up before I start. It’s also not a request – it’s a plea, which I’ll be explaining today.
A small change to the programme today. I haven’t yet finished the materials for the top 30 questions and they’re taking a lot longer to explain than 1 hour! So – today you get two resources – this presentation and also access to all 30 questions as I record them. There’s brilliant stuff today about the principles and mechanics of how you can persuade, influence or shift emotions with customers. I’m going to explaining how you can start turning this into an optimisation programme. What tools, techniques, ways of thinking and customer data will you need to get the biggest shifts in behaviour?
And here’s a boring slide about me – and where I’ve been driving over 400M of additional revenue in the last few years. In two months this year alone, I’ve found an additional ¾ M pounds annual profit for clients. For the sharp eyed amongst you, you’ll see that Lean UX hasn’t been around since 2008. Many startups and teams were doing this stuff before it got a new name, even if the approach was slightly different. For the last 4 years, I’ve been optimising sites using the combination of techniques I’ll show you today.
Woohoo – this stuff is really popular – Derren brown’s been doing lots of interesting experiments recently, one of which I’ll touch on later. <click>And there are some great TV series around <click> which are great entertainment but probably make real psychologists cringe <click>This guy is new – so not watched him yet <click> Four Rooms is an excellent piece that brims with psychology, negotiating tactics and greed – wonderful <click>And a personal favourite – The Real Hustle – which shows how you can trick people very easily – fascinating collection of drinking tricks too <click>And last but not least – This isn’t a psychological programme but it’s like cock fighting for psychologists. Putting together completely incompatible and bitchy people, to pick around their homes whilst they get dinner cooked for them. It’s hilarious, cringe worthy, fascinating and repulsive – all at the same time. I can’t stop watching it <click>
So – what’s driving this change then? Well there have been great books on selling and persuading people – all the way back to ‘Scientific Advertising’ in 1923.And my favourite here is the Cialdini work – simply because it’s a great help for people to find practical uses for these techniques.I’ve also included some analytics and testing books here – primarily because they help so MUCH in augmenting our customer insight, testing and measurement efforts.There are lots of books with really cool examples, great stories and absolutely no fucking useful information you can use on your website – if you’ve read some of these, you’ll know exactly what I mean. These are the tomes I got most practical use from and I’d recommend you buy the whole lot – worth every penny.
And here are the most useful resources I regularly use or share with people. They have the best and most practical advice – cool insights but with practical applications.A special mention here to my friends at PRWD, who are one of the few companies blending Psychology, Split Testing and UX for superb gains in rapid time. Check out their resources section on their website.
These are all people on twitter who cover hybrid stuff – where usability, psychology, analytics and persuasive writing collide. If you follow this lot, you’ll be much smarter within a month, guaranteed.
But one of the biggest drivers has been with Toolkits. The investment made by Google in their Analytics product alone has transformed my life.I’m now able to very accurately measure and understand what might be driving losses, lack of engagement or inability to use a product.I can quantify it – not just in terms of potential gains or losses – but in actual revenue and profit numbers, based on the actual baskets.With multiple toolsets, I’m not reliant on one set of data – I can triangulate multiple sources to firm up or challenge my hypothesesAnd with the better numbers, I can prioritise – based on what sort of return we’ll get from fixing or testing stuffAnd that’s the critical point – these tools get you in a position to know more, in near realtime – that allows you to use the JFDI method – Just Fucking Do It.
On the internet, nobody knows you’re a dog? Or do they? These session replay tools are interesting because they can take a good guess at where you’re looking on the screen – even whether you are male or female – based on tracking your display, mouse and keyboard entry. It’s like watching a video of their screen.You can then pull out recordings for people that behave or do things in a particular way and watch them. I like to watch them at 5 or 10 x speed – as I can get through hundreds in one day.What do you get then? Well – a very good sense for where people are struggling – but we also get a bit of the mind too.A lot of recordings show a strong correlation between where I expect eye gaze to be and where the mouse cursor is moving. It isn’t precise but it helps to see where people are jumping, scanning and scrolling around. A lot of people – 30-50% - display the ‘Karaoke Bouncing ball’ when reading text. They ‘bounce’ the mouse along the line of text, as they’re reading it. This happens on important stuff that gets noticed.You also get some other stuff – where people click that doesn’t do anything – people clicking on a picture, for example – but nothing happens.When I worked at Autoglass, I kept seeing people go to fill out a form and give up after scrolling up down up down, looking at the size of information they were looking at. During tests, I asked people about what they were doing – and they said ‘weighing up how much boring crap there was to fill in’. I simply reduced the form size in steps and watched the recordings. Bingo – we split the form into two pieces and got much higher conversion – it just looked too daunting.
And you’ve probably heard of the ‘fold line’ – well it’s bullshit because everyone has a setup. Screens are actually shrinking on desktop sites so you need to watch this, otherwise you’ll alter behaviour in some surprising ways. This screen shows that 99.2% of visitors can see the big fucking button. When it was lower due to page design, people missed it due to the white space around it.There are subtle clues you can give the user so they know to scroll – but avoiding the problem entirely is the best option. In this case, paying attention to the REAL screen sizes of visitors was easily 20% of the entire lift I got from this funnel.
And these tools are great – because they let us ask the customer in context for their feedback. You can even trigger feedback when people exhibit specific behaviour or don’t generate the outcome you desire. This lets you target and find out more from these segments – by analysing responses and verbatim feedback.There is NO excuse not to have these on your site – as 4Q is completely free (for 100 responses a month) and the rest are very reasonably priced. Check them out – it’s called asking people shit, and it works. Shut the fuck up and listen – involves asking stuff.
And these are the three survey tools I’d recommend. Surveymonkey for rapid build and deployment but not for the UI. Zoomerang is one of my faves as the cross tabulated reporting (analysing say age group versus responses in a survey) – is seamless and easily exported - very nice reporting for management without effort (milk it for all it’s worth – ha!). SurveyGizmo has every feature you’d ever need from a survey tool. I haven’t found a barrier yet to producing high quality, on-brand, easy to use surveys. It even hassles people to fill out their surveys, if you want it to – a piece of software that helps you? Wonderful.
An there are 3 tools here that let you wear the magical slippers of real customer experience. See it how they actually see it for yourself.Many of my clients have 50% or more of their emails opened on mobiles and tablets. Have you ever looked at how your nice snazzy email looks on mobile mail clients? Well that’s why your clickthrough rate really sucks – it doesn’t work. Looks nice in your office, not so good in the field. These will help you fix that – as they show you exactly how it looks in real customer inboxes. You know when an email looks really shit when you open it? Don’t laugh – that might be yours.Browser testing is one of the easiest ways to make money on a site. In 45 sites I’ve checked, I’ve now found over 30 that had serious browser issues. What do I mean? Well – it works on Internet Explorer fine but the buy button is missing in Google Chrome, for example. Nobody will complain, call up or tell you about the problem. Your analytics will tell you if this is happening and a bit of testing will fix it. Don’t trust your developers when they say ‘we test the most popular stuff’ – they may have missed the money. I had an interview once with someone and he said “People who use IE7 or 8 are fucking stupid” - I was really taken aback and quizzed him more. In the end, I knew he had two children so posed a story “Your wife goes to the department store in town with your two kids in a double buggy. When she arrives, the buggy won’t fit through the door – so the shop loses a sale that day. The conversation I’d have love to have heard would be you telling your wife she was fucking stupid for buying such a wide buggy”. Didn’t get the job!Lastly – you can now rent real phones in the cloud. If I want an iPhone that’s in Silicon valley, running on a Sprint 4G network, I can dial one up and rent it remotely for an hour, for $40. This way I can install apps, send texts, browse the web – like a real person. I also get access to a huge range of devices for testing, that I’d never be able to afford to buy. Very neat services.
And the tools have never been cheaper for doing your own usability testing. And with the growth of mobile, the audience you can test with their ‘computer’ has grown. You’ll find them in pubs, clubs, coffee shops, bookstores and more. You can take your prototype to the streets, get feedback and be back at the office in time to leave for home <grin> The last bit of this slide covers mobile recording and the others are for desktop or laptop computers with a webcam.
Too many tools to go through. But these tap into the power of the crowd – your own site visitors or the wider public – in novel and insightful ways. From running usability tests to trying new features, prototypes or mockups – you can get instant and high volume feedback on what you’ve got – or what you’re building. And these crowd collaborations also work with widely spread teams – allowing people across the globe to get involved in critiquing, fixing or improving something.
And now split testing is available for free to everyone – via Google Content Experiments. This even includes a clever piece of software that works out what’s converting best and diverts site traffic to that version. Very clever and if you’re interested, there’s an explanation on the slides.The last two are the testing rigs that most decent practitioners are using. The days of forking out several thousands a month for testing tools are gone.
A new battleground to grab attention and include powerful social signals has emerged – the search engines!This google example shows how more compelling a recipe listing is, simply because you have reviews, ratings, cooking times and calories. The picture might vary but the social proof is extremely powerful.And you can start feeding all this stuff on the right to google. Reviews are particularly important, as so many split tests show – the presence of these signals increases attention, trust and conversion – a triple whammy. Clickthrough rates on advertising are higher – so if you and your competitor are bidding the same price – who’s creative will win on the page? The one with Microdata!
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This stuff is important. What do photographs do?Well they help me persuade people, influence their thinking, give them directions or cues and explain things – this is the scanning generation!And they’re very powerful when selling experiences, stories or using the power of social proofThey help people very quickly (more quickly than reading) discriminate, evaluate – work out what stuff is, how it’s organized, what the things are, what’s being shown to you.And most importantly, they drive emotional response in people. Whether you like being soggy, wet and without toilet paper for a 30 mile radius or not, a picture like this gets a RESPONSE! Work it!Lastly, a shout out to James Chudley, who’s book this example comes from.
So this is quite a powerful area – what about people images?I’ve tested quite a few of these – in over 20 countries and over 15 languages. What did I find?Well - the person, pose, eye gaze, facial expressions and body language – cause visceral emotional reactions and big changes in behaviour. The difference between a crappy image and one optimised to get the right response is huge.And one interesting thing Eye gaze is pretty crucial – to engage you, the viewer, or to ‘point’ or draw eye gaze and attention to a product. I’ve tested all angles of viewing and in these people images, the best view is straight at the viewer or slightly away. Any further and the conversion rate drops. It makes a difference I can count.
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.
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.
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