Post on 16-Apr-2017
Creating an Effective Digital Service through Insight Driven DesignDominic Hurst, digital services lead @LJMU
dominichurst.com | @dh_analytics playground.ljmu.ac.uk | @LJMUDigital
The story so far…
2013…
• A legacy content management system • Devolved content authors (300+) • A small but perfectly formed web team that was moved often • No investment • A requirement to do something amazing with no additional resource • Working in isolation
dominichurst.com | @dh_analytics
The story so far (in metrics)…
2013…
• GA old school installation • 2 accounts (each with 1 property and 50 views!) • Both accounts used on all websites • Devolved users - Devolved reporting • No event tracking
Confusion, lack of control, vanilla metrics, time consuming analysis, inaccurate with no quality assurance
dominichurst.com | @dh_analytics
How we operate today…
2016…
• 1 GA account per service, properties to reflect product live cycle (dev, alpha, beta, live) and multiple views (raw and filtered)
• GTM/ Datalayer for advanced metric creation - event/ custom dimensions…
• CMS crossover (optimisation, personalisation and automation) • Session recording • Feedback tool crossover
dominichurst.com | @dh_analytics
data driveninsight driven
How we gather insights
dominichurst.com | @dh_analytics
acquire goals define KPI’s
add additional
configuration
build & disseminate
reports
segment & analyse
uncover insights & hypothesis
test implement change
How we gather insights
dominichurst.com | @dh_analytics
acquire goals
define KPI’s
add additional configuration
build & disseminate
reports
segment & analyse
uncover insights & hypothesis
test
implement change
How we gather insights
But there is a new way!
Agile developmentsAgile marketingAgile insights
(Ok Stéphane Hamel came up radical analytics) (and Alistair Croll and Benjamin Yoskovitz came up with lean analytics)
dominichurst.com | @dh_analytics
How we gather insights
dominichurst.com | @dh_analytics
acquire goals
define KPI’s
add additional configuration
build & disseminate
reports
segment & analyse
uncover insights & hypothesis
test
implement change
add additional configuration
segment & analyse
uncover insights & hypothesis
segment & analyse
uncover insights &
hypothesis
test
implement change
test
implement change
add additional configuration
segment & analyse
uncover insights & hypothesis
test
implement change
How we gather insights
lets focus on
dominichurst.com | @dh_analytics
add additional configuration
Visual awareness - online
dominichurst.com | @dh_analytics
bit.ly/LJMUdashboards
Visual awareness - boardroom
dominichurst.com | @dh_analytics
1.1Courseengagement
59.13%
1.2Courseapplicationintent
7.01%
1.3Opendaybooking
0.00%ofuserssuccessfullybookanopendayevent
Why0%?-UnfortunatelythisareaofthewebsitecannotbetrackedduetolegacyintegrationwithourCRM
ofcoursepagesareinteractedwith
ofcoursepageswhereauserhasstartedanapplication
0.00%20.00%40.00%60.00%80.00%100.00%
0
500
1000
1500
Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16
bookingsstarted %completed
0.00%20.00%40.00%60.00%80.00%100.00%
0
50000
100000
150000
Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16
pageviews %engagement
0.00%
5.00%
10.00%
15.00%
20.00%
0
50000
100000
150000
Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16
pageviews %intent
Strategic
Were focused
Strategic drivenStrategic prioritised
Strategic hypothesised
dominichurst.com | @dh_analytics
Strategic
dominichurst.com | @dh_analytics
acquire goals
segment & analyse
uncover insights & hypothesis
test
always learningalways sharing
Case study
Goal - Course engagement, course application, open day bookings Segmentation - by level, engagement, device, page depth… Insight & Hypothesis - we knew what we were missing, we knew users didn't see everything, we knew CTA’s weren't at the levels we wanted
Tests - restructure the content, personalise the content
dominichurst.com | @dh_analytics
Case Study
Lessons learnt - Original hypothesis is correct, but order or content can be improved through personalisation
We need stronger hypothesis the more deeper we go into insights
dominichurst.com | @dh_analytics
Case study
Goal - Open day booking Segmentation - by type of user, time of day, location, source, time before the event Insight & Hypothesis - we know too many fields is an issue, we know users are more likely to attend (and fill in form) the closer the event is
Tests - De clutter the page/ make CTA “the” option, split the form (short one now, 2nd form later in user journey)
dominichurst.com | @dh_analytics
Case Study
Lessons learnt - Business legacy processes a problem, as too peoples opinions
Tradition vs a new way - uncertainty
dominichurst.com | @dh_analytics
Case study
Goal - ? Segmentation - Geo ID Insight & Hypothesis - Wouldn't it be nice to have a welcome message per country on the homepage?
Tests - Replace main homepage CTA!
dominichurst.com | @dh_analytics
Case Study
Lessons learnt - Don't do a test with no data. Don't do a test with no valid hypothesis
We are though testing on images on key pages per country as certain markets like to see facilities.
dominichurst.com | @dh_analytics
digital servicesblueprint
blueprint strands
we’re redefining done
we’re always learning
we’re user focused
we’re insight driven
we’re open
“Use your own best practice, stop copying your competitors — they may not know what the f*** they are
doing either” - Peep Laja
we’re insight driven
To deliver better experiences we have to understand what our users are doing, thinking and their behaviours online ... We have to make decisions and be able to refocus direction with agility. This is only possible if we act on insight, not just data
we’re insight driven
Scaling the experience
Vanilla EXPERIENCE
Optimised EXPERIENCE
Personalised EXPERIENCE
Automated EXPERIENCE
dominichurst.com | @dh_analytics
#Tip 1 - Drive the technology
• Evolve the technology around you, not you around the technology • You can track, test and personalise anything; but that doesn’t mean
you should do • Integrate platforms to add valuable insight
dominichurst.com | @dh_analytics
#Tip 1 - Drive the technology
• Evolve the technology around you, not you around the technology • You can track, test and personalise anything; but that doesn’t mean
you should do • Integrate platforms to add valuable insight
dominichurst.com | @dh_analytics
#Tip 2 - Buy in
For this to work (in general) you need buy in from management and co-workers
Don’t be the team that meddles and annoys people, be the team that adds value… but that’s hard
• Show • Tell • Test
dominichurst.com | @dh_analytics
Your to do list
• Start insight generation early • Collaborate and share • Prioritise where you add value to the user • Keep learning, keep improving • Don't stop (trying, failing, iterating, believing)
dominichurst.com | @dh_analytics
Thank you
Dominic Hurst, digital services lead @LJMU
dominichurst.com | @dh_analytics playground.ljmu.ac.uk | @LJMUDigital