[Elite Camp 2016] Thomas Barker - From Zero to In-House Optimisation Superstars

2015 Royal Bank of Scotland Group. All Rights Reserved. 2015 Royal Bank of Scotland Group. All Rights Reserved.

Thomas BarkerData and Analytics Lead: Digital & [email protected] // @tomabarker


Culture - Pronunciation: /klt/

The ideas, customs, and social behaviour of a particular people or society.


You should test that.

Can/Did we test that?


Build the brand Get buy-in from the Executive Tier Show the value quickly and keep telling people Humour is your friend Dont hide away


Serving customers in Scotland since 1727

15 million customers in the UK

~ 90,000 staff

Our aim is to be the Number 1 Bank in the UK for Service, Advocacy and Trust

2015 Royal Bank of Scotland Group. All Rights Reserved.


FIREWORK CULTURE Light, run away, everybody claps


Our Digital Looked Like This

Changes made by gut feel

Backlog of improvements to the digital experience stuck in a queue

Tweaks masked by larger updates

Too much emotional investment to fail

Not enough data to succeed

Celebrated the launch and not success


Traffic Despite visitors to B&C remaining largely static this month, the number of visits has reduced by almost 400k (6.2%) something that is largely a result of reduced traffic from direct sources (most likely users of Bankline). The reduction has also been partially contributed to by activity on the retail site, which contributes 20% of all business traffic indirectly. It can be difficult to discern the impact of retail's marketing spend on B&C traffic directly, but we can work it out by observing paths into public web from retail pages in sessions with a retail campaign code - there were 15k fewer visits to B&C from retail-branded PPC activity in the month, due to an overall reduction in their marketing in this area.

Sales Various optimisations to the MTA Terms &Conditions pages have come together to improve site commerciality by 15%. However, thesuccess in moving customers from the T&Cs page into the form has also resulted in a lower overall form conversion rate (down 3.7%) further refinement of the MTA application form is necessary to realise the full benefit of optimisation activity further upstream. Display (external banners) activity started in early December has resulted in an influx of low quality but high volume start-ups traffic. Although we may see some increase in overall sales volumes, this type of referral does not help the Campaign start rate, which has fallen dramatically from a high of 40% to just 3.8%.

Marketing The NatWest PPC campaign is targeting generic lending phrases (small business loan, business loan etc) and our acquisition through this channel is getting better as a result - up by 40% to 9k. However, the highly competitive nature of the lending market for new customers is shown in the relatively low conversion rate of just 2.5% to the completion of the enquiry form.

HSBC is in the enviable position of having the top spot on the natural section of the "small business loan" phrase. This meansthat, currently, HSBC will always be featured prominently in search results without having to bid for position. Conversely, we have disabled crawler access to the RBS campaign landing page, which means we don't let it be known to Google that it's available. Due in part to this, RBS is only featured on results page 5, below all other main competitors. We should consider allowing Google to index the campaign landing pages so that natural traffic can apply using this well-optimised landing page and we can get back to near the top of the rankings for natural search. This would provide a short-cut for customers to reach the application stages, without needing to traverse the long and winding road through multiple search results pages and through the public web navigation hierarchy.

Our Analytics and Optimisation Looked Like This


Traffic Despite visitors to B&C remaining largely static this month, the number of visits has reduced by almost 400k (6.2%) somethingthat is largely a result of reduced traffic from direct sources (most likely users of Bankline). The reduction has also been partially contributed to by activity on the retail site, which contributes 20% of all business traffic indirectly. It can be difficult to discern the impact of retail's marketing spend on B&C traffic directly, but we can work it out by observing paths into public web from retail pages in sessions with a retail campaign code - there were 15k fewer visits to B&C from retail-branded PPC activity in the month, due to an overall reduction in their marketing in this area.

Sales Various optimisations to the MTA Terms &Conditions pages have come together to improve site commerciality by 15%. However, the success in moving customers from the T&Cs page into the form has also resulted in a lower overall form conversion rate (down 3.7%) further refinement of the MTA application form is necessary to realise the full benefit of optimisation activity further upstream. Display (external banners) activity started in early December has resulted in an influx of low quality but high volume start-ups traffic. Although we may see some increase in overall sales volumes, this type of referral does not help the Campaign start rate, which has fallen dramatically from a high of 40% to just 3.8%.

Marketing The NatWest PPC campaign is targeting generic lending phrases (small business loan, business loan etc) and our acquisition through this channel is getting better as a result - up by 40% to 9k. However, the highly competitive nature of the lending market for new customers is shown in the relatively low conversion rate of just 2.5% to the completion of the enquiry form.

HSBC is in the enviable position of having the top spot on the natural section of the "small business loan" phrase. This meansthat, currently, HSBC will always be featured prominently in search results without having to bid for position. Conversely, we have disabled crawler access to the RBS campaign landing page, which means we don't let it be known to Google that it's available. Due in part to this, RBS is only featured on results page 5, below all other main competitors. We should consider allowing Google to index the campaign landing pages so that natural traffic can apply using this well-optimised landing page and we can get back to near the top of the rankings for natural search. This would provide a short-cut for customers to reach the application stages, without needing to traverse the long and winding road through multiple search results pages and through the public web navigation hierarchy.

Our Analytics and Optimisation Looked Like This


Connected to your audience

Experiment with new content

Pull back if things dont work

Appreciate segments and changing set list

Do it all yourself

Work close to real time

BE FEARLESS

1515 2015 Royal Bank of Scotland Group. All Rights Reserved.


Journey Manager aka DJs and Producers. Who are they?

16

Data & Analytics

Journey Managers

COLLABORATION


First Steps: Gain Control and Insight

Implement Journey Managers and CMS

Experiences built from sandpit of pre-built elements

1 Implement Tag Management Single View of Journey2

Complex series of platforms makes up digital experience


Democratise the data - 110 Live data dashboards, Clicktale, etc

Always on and self-serve data. Spot opportunities and struggles

3 Help answer the why!Begin optimisation.4

First Steps: Gain Control and Insight


Its a Dilemma

RESOURCES

ANALYSIS TESTING

OPTIMISATION


The Solution


Share the Learning, Share the Success

TEST

LEARN

COLLABORATE 2015 Royal Bank of Scotland Group. All Rights Reserved.


Transparency in Analytical Pieces, Insight and Results


Superstar DJs dramatically increased optimisation of the digital experience


# of Optimisation Specialists:

H1 2014

2Test Completed: 2Size of Digital Analytics: 6

# of Optimisation Specialists:

2015

70Test Completed: 400Size of Digital Analytics: 10


Own the Moment



1. PEOPLE: DJs need the right equipment and training

25


Train the Trainer Approach

26

Start with nucleus of Experts Expand through internal training academies

2015 Royal Bank of Scotland Group. All Rights Reserved. 27

Think and speak the same language as the business not like an analyst/optimiser/guru

Technical skills are important, but you need to have a business head on


Creating a Superstar DJ: Continuous Training, Growing the Team

BEDROOM DJrelies heavily on

Producer

WEDDING DJ can manipulate basic reports.Understands

data and insights

CLUB DJ Creates

hypotheses based on data &

insights and creates tests.

SUPERSTAR DJ

self solves

29


2. TRULY UNDERSTAND JOURNEYS

30


We Used to be Organised as if Customers Behaved Like This

RESEARCH ADOPT SERVICE

Web

Telephony

Branch


The Reality is a Bit More Like This

RESEARCH SERVICE

Web

Mobile

Branch

Social

Web Chat

Telephony

ADOPT


Do you really understand Key Journeys? Why are they happening?

RESEARCH SERVICE

Web

Mobile

Branch

Social

Web Chat

Telephony

ADOPT


3. PROGRAM AWARENESSAKA THE PR FACTORY

34


Get Executive Buy In

To get executives on-board, solve their problems!!


Shameless Self-Promotion: Managers must be Evangelists

Identify the opportunity

Build the test

Show results

Give them bragging rights

Understand their challenges


The Proposition We recently launched a new

current (checking) account reward add on proposition

Costs 3 a month

3% back on all bills setup as Direct Debits (Automated Clearing House).

A bank giving you money


Which Test Won: Online Banking Logout Page

Incumbent1 2 Challenger 296% increase in

conversion 300 extra

upgrades a day


So Who Did That Particular Test?

2015 Royal Bank of Scotland Group. All Rights Reserved. 2015 Royal Bank of Scotland Group. All Rights Reserved. 40

Not Who You Would Expect


Landing the Exco Record Deal


The Live Tour


Visit your Frontline!!


Have a PR schedule. I bet your company does, why dont you?


Engage Your Audience and Watch How They Engage


Its cool and playful I look forward to it every week.

Ankit Chhajer, Journey Manager

the way youre bringing this to life for the team is nothing short of brilliant!

John Montgomery, Head of Digital Sales

Love it!Katie Cassidy, Head of Digital Service

Loving your hard work!Stuart Haire, Head of Direct Bank

Love this... Can we get SSDJ for my team?

Wincie Wong, Lead Journey Manager (CT)


4. KEEP SHARING

46


Share the Learnings

THE MANTRA: Spot opportunities. Test content. Own the experience.Share the Learnings


So What Next?



We use data to decide the best message Meanwhile in the app.


Sometimes though our customers just tell us , through their actions, what they are interested in Meanwhile in the app.


Its up to us to react and continue that conversation in realtime Meanwhile in the app.


But which is best?


Bigger, Better, Faster


Common Sense is so rare these days it should be

classed as a Superpower


Rubber Band Principal


Thank You


Slide Number 1Slide Number 2Slide Number 3Slide Number 4Slide Number 5Slide Number 6Slide Number 7Slide Number 8Slide Number 9Slide Number 10Slide Number 11Slide Number 12Slide Number 13Slide Number 14Slide Number 15Journey Manager aka DJs and Producers. Who are they?First Steps: Gain Control and InsightSlide Number 18Its a DilemmaThe Solution Share the Learning, Share the SuccessTransparency in Analytical Pieces, Insight and ResultsSuperstar DJs dramatically increased optimisation of the digital experience Own the MomentSlide Number 25Train the Trainer ApproachTechnical skills are important, but you need to have a business head onSlide Number 28Creating a Superstar DJ: Continuous Training, Growing the Team Slide Number 30We Used to be Organised as if Customers Behaved Like ThisThe Reality is a Bit More Like This Do you really understand Key Journeys? Why are they happening?Slide Number 34Get Executive Buy InShameless Self-Promotion: Managers must be EvangelistsSlide Number 37Which Test Won: Online Banking Logout PageSlide Number 39Not Who You Would ExpectLanding the Exco Record DealThe Live TourVisit your Frontline!!Slide Number 44Engage Your Audience and Watch How They EngageSlide Number 46Slide Number 47Share the LearningsSo What Next?We use data to decide the best messageSometimes though our customers just tell us , through their actions, what they are interested inIts up to us to react and continue that conversation in realtimeSlide Number 53Bigger, Better, FasterSlide Number 55Rubber Band PrincipalThank You

[Elite Camp 2016] Thomas Barker - From Zero to In-House Optimisation Superstars

Marketing

Transcript of [Elite Camp 2016] Thomas Barker - From Zero to In-House Optimisation Superstars