Why Does My Conversion Rate Suck? Craig Sullivan, Senior Optimisation Consultant
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Transcript of Why Does My Conversion Rate Suck? Craig Sullivan, Senior Optimisation Consultant
Why does my Conversion Rate Suck?
17th Oct 2013
SEO/PPC
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Insight - Inputs
#FAIL
Competitor copying
GuessingDice rolling
An article the CEO
read
Competitor change
Panic
Ego
OpinionCherished
notionsMarketing
whims Cosmic raysNot ‘on brand’
enough
IT inflexibility
Internal company
needs
Some dumbass
consultant
Shiny feature
blindnessKnee jerk reactons
Insight - Inputs
Insight
Segmentation
SurveysSales and
Call Centre
Session Replay
Social analytics
Customer contact
Eye tracking
Usability testing
Forms analytics
Search analytics Voice of
CustomerMarket
research
A/B and MVT testing
Big & unstructured
data
Web analytics
Competitor evalsCustomer
services
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• Invest continually in Analytics instrumentation, tools & people
• Use an Agile, iterative, Cross-silo, One team project culture
• Prefer collaborative tools to having lots of meetings
• Prioritise development based on numbers and insight
• Practice real continuous product improvement, not SLED
• Source photos and copy that support persuasion and utility
• Have cross channel, cross device design, testing and QA
• Segment their data for valuable insights, every test or change
• Continually try to reduce cycle (iteration) time in their process
• Blend ‘long’ design, continuous improvement AND split tests
• Make optimisation the engine of change, not the slave of ego
• See the Maturity Model in the resource pack
• Belron – Ed Colley
• Dell – Nazli Yuzak
• Shop Direct – Paul Postance (now with EE)
• Expedia – Oliver Paton
• Schuh – Stuart McMillan
• TSR Group – Pete Taylor
• 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 favourites of 2013 – Airbnb and Expensify
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Photograph your receipts and have them scanned.
Forward expenses for import via email.
Saves lots of time and error prone manual entry.
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Is there a way to fix this then?
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@
: @OptimiseOrDie
: linkd.in/pvrg14
More reading. Download the slides! Questions…
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RESOURCE PACK
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RESOURCE PACK
• Maturity model
• Crowdsourced UX
• Collaborative tools
• Testing tools for CRO & QA
• Belron methodology example
• CRO and testing resources
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Ad Hoc
Local Heroes
Chaotic Good
Level 1Starter Level
Guessing
A/B testing
Basic tools
Analytics
Surveys
Contact Centre
Low budget usability
Outline process
Small team
Low hanging fruit
+ Multi variate
Session replay
No segments
+Regular usability testing/research
Prototyping
Session replay
Onsite feedback
________________________________________________________________________
_____________________ _
Dedicated team
Volume opportunities
Cross silo team
Systematic tests
Ninja Team
Testing in the DNA
Well developed Streamlined Company wide
+Funnel optimisation
Call tracking
Some segments Micro testing
Bounce rates
Big volume landing pages
+ Funnel analysis
Low converting
& High loss pages
+ offline integration
Single channel picture
+ Funnel fixes
Forms analytics
Channel switches
+Cross channel testing
Integrated CRO and analytics
Segmentation
+Spread tool use
Dynamic adaptive targeting
Machine learning
Realtime
Multichannel funnels
Cross channel synergy
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________________________
Testing
focus
Culture
Process
Analytics
focus
Insight
methods
+User Centered Design
Layered feedback
Mini product tests
Get buyin
_________________________________________________________________________
_______________________Mission Prove ROI Scale the testing Mine valueContinual
improvement
+ Customer sat scores tied to UX
Rapid iterative testing and
design
+ All channel view of customer
Driving offline using online
All promotion driven by testing
Level 2Early maturity
Level 3Serious testing
Level 4Core business value
Level 5You rock, awesomely
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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
2 - UX Crowd tools
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3 - Collaborative Tools
Oh sh*t
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3.1 - Join.me
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3.2 - Pivotal Tracker
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3.3 – Trello
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3.4 - Basecamp
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• Lots of people don’t know this
• Serious time is getting wasted on pulling and preparing data
• Use the Google API to roll your own reports straight into Big G
• Google Analytics + API + Google docs integration = A BETTER LIFE!
• Hack your way to having more productive weeks
• Learn how to do this to make completely custom reports
3.5 - Google Docs and Automation
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• LucidChart
3.6 - Cloud Collaboration
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• Webnotes
3.7 - Cloud Collaboration
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• Protonotes
3.8 - Cloud Collaboration
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• Conceptshare
3.9 - Cloud Collaboration
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4 – QA and Testing toolsEmail 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
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5 – Methodologies - Lean UX
Positive– Lightweight and very fast methods
– Realtime or rapid improvements
– Documentation light, value high
– Low on wastage and frippery
– Fast time to market, then optimise
– Allows you to pivot into new areas
Negative– Often needs user test feedback to
steer the development, as data not enough
– Bosses distrust stuff where the outcome isn’t known
“The application of UX design methods into product
development, tailored to fit Build-Measure-Learn cycles.”
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5 - Agile UX / UCD / Collaborative Design
Positive– User centric
– Goals met substantially
– Rapid time to market (especially when using Agile iterations)
Negative– Without quant data, user goals can
drive the show – missing the business sweet spot
– Some people find it hard to integrate with siloed teams
– Doesn’t’ work with waterfall IMHO
Wireframe
Prototype
TestAnalyse
Concept
Research
“An integration of User Experience Design and Agile* Software Development Methodologies”
*Sometimes
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CRO
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5 - Lean Conversion Optimisation
Positive– A blend of several techniques
– Multiple sources of Qual and Quant data aids triangulation
– CRO analytics focus drives unearned value inside all products
Negative– Needs a one team approach with a strong PM who is a
Polymath (Commercial, Analytics, UX, Technical)
– Only works if your teams can take the pace – you might be surprised though!
“A blend of User Experience Design, Agile PM, Rapid Lean UX Build-Measure-Learn cycles, triangulated data sources, triage and prioritisation.”
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5 - Lean CROInspection
Immersion
Identify
Triage & Triangulate
Outcome Streams
Measure
Learn
Instrument
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5 - Triage and Triangulation
• Starts with the analytics data
• Then UX and user journey walkthrough from SERPS -> key paths
• Then back to analytics data for a whole range of reports:
• Segmented reporting, Traffic sources, Device viewport and browser, Platform (tablet, mobile, desktop) and many more
• We use other tools or insight sources to help form hypotheses
• We triangulate with other data where possible
• We estimate the potential uplift of fixing/improving something as well as the difficulty (time/resource/complexity/risk)
• A simple quadrant shows the value clusters
• We then WORK the highest and easiest scores by…
• Turning every opportunity spotted into an OUTCOME
“This is where the smarts of CRO are – in identifying the
easiest stuff to test or fix that will drive the largest uplift.”
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5 - The Bucket Methodology“Helps you to stream actions from the insights and prioritisation work.
Forces an action for every issue, a counter for every opportunity being lost.”
TestIf there is an obvious opportunity to shift behaviour, expose insight or
increase conversion – this bucket is where you place stuff for testing. If you have traffic and leakage, this is the bucket for that issue.
InstrumentIf an issue is placed in this bucket, it means we need to beef up the
analytics reporting. This can involve fixing, adding or improving tag or event handling on the analytics configuration. We instrument both
structurally and for insight in the pain points we’ve found.
HypothesiseThis is where we’ve found a page, widget or process that’s just not working well but we don’t see a clear single solution. Since we need to really shift the behaviour at this crux point, we’ll brainstorm hypotheses. Driven by
evidence and data, we’ll create test plans to find the answers to the questions and change the conversion or KPI figure in the desired direction.
Just Do ItJFDI (Just Do It) – is a bucket for issues where a fix is easy to identify or the change is a no-brainer. Items marked with this flag can either be deployed in a batch or as part of a controlled test. Stuff in here requires low effort
or are micro-opportunities to increase conversion and should be fixed.
Investigate You need to do some testing with particular devices or need more information to triangulate a problem you spotted. If an item is in this
bucket, you need to ask questions or do further digging. 75
5 - Belron example – Funnel replacement
Final
prototype
Usability
issues leftFinal changes Release build
Legal review
kickoff
Cust services
review kickoff
Marketing
reviewTest Plan
Signoff
(Legal,
Mktng, CCC)
Instrument
analytics
Instrument
Contact
Centre
Offline
taggingQA testing
End-End
testing
Launch
90/10%
MonitorLaunch
80/20%
Monitor < 1
week
Launch
50/50%Go live 100%
Analytics
review
Washup and
actions
New
hypotheses
New test
design
Rinse and
Repeat!
6 - 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
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END SLIDES
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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.