Why Mobile Conversion Sucks
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Why does my Mobile Conversion suck? 20 th Sep 2013 @OptimiseOrDie
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Why Mobile conversion sucks - A guide to solve common mobile issues
Transcript of Why Mobile Conversion Sucks
Why does my Mobile Conversion suck?
20th Sep 2013 @OptimiseOrDie
@OptimiseOrDie
Timeline
- 1998 1999 - 2004
2004-2008 2008-2012
SEO
@OptimiseOrDie
PPC UX Analytics
A/B and Multivariate testing
Customer Satisfaction
Design
QADevelopment
40+ websites, 34 countries, 19 languages, €1bn+ revenue
Performance
8 people
If you’re not a part of the solution, there’s good money to be made in prolonging the
problem
#1 : Your analytics = Cattle Trucked
@OptimiseOrDie
#1 : Your analytics = Cattle Trucked
@OptimiseOrDie
#1 : 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
#1 : Solutions• Get a Health Check for your Analytics
– Try @prwd, @danbarker, @peter_oneill• 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 – 10 ways to break GA : buff.ly/16acGe3
@OptimiseOrDie
Who’s important?s it?
Who gets to optimise the mobile site?
Who gets to optimise the mobile site?
Web/Online
Marketing
LegalCEO
IT
THE CUSTOMER
Pesky Meddling Kids?
Brand
Insight - Inputs
#FAIL
Competitor copying
GuessingDice rolling
An article the CEO
read
Competitor change
Panic
Ego
OpinionCherished
notions Marketing whims Cosmic rays
Not ‘on brand’ enough
IT inflexibility
Internal company
needs
Some dumbass
consultant
Shiny feature
blindnessKnee jerk reactons
#2 : Your inputs are all wrong
@OptimiseOrDie
Insight - Inputs
Insight
Segmentation
SurveysSales and
Call Centre
Session Replay
Social analytics
Customer contact
Eye tracking
Usability testing
Forms analytics Search
analytics Voice of Customer
Market research
A/B and MVT testing
Big & unstructured
data
Web analytics
Competitor evalsCustomer
services
#2 : These are the inputs you need…
@OptimiseOrDie
#2 : Solutions• Usability testing and User Centred design
– If you’re not doing this properly, you’re hosed
• Champion UX+ - with added numbers– (Re)designing without inputs + numbers is guessing
• You need one team on this, not silos– Stop handing round the baby (I’ll come back to this)
• Ego, Opinion, Cherished notions – fill gaps– Fill these vacuums with insights and data
• Champion the users– Someone needs to take their side!
• You need multiple tool inputs– Let me show you my core list
@OptimiseOrDie
#2 : Core tools• Properly set up analytics
– Without this foundation, you’re toast
• Session replay tools– Clicktale, Sessioncam, Tealeaf and more…
• Cheap / Crowdsourced usability testing– Details on next slide
• Voice of Customer / Feedback / Teams– 4Q, Kampyle, Qualaroo, Usabilla and more…
• A/B and Multivariate testing– Optimizely, Google Content Experiments, VWO
• Mobile and Email testing tools– You checked recently? @OptimiseOrD
ie
#3 : No UX testing or late!
• Mobile can be lots of fun – often and early…• If you can’t test in the lab, get OUT of the office• Pubs, coffee shops – look for a context match
Mr. Tappy (camera rig)www.mrtappy.com
UX Recorder (websites not apps)www.uxrecorder.com
Reflector (Airplay)bit.ly/16mlJTq
Reflection (Airplay)bit.ly/GZMgxR
Skype Huggingbit.ly/tesTfm
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Som, feedbackRemote UX tools (P=Panel, S=Site recruited, B=Both)Usertesting (B) www.usertesting.comUserlytics (B) www.userlytics.comUserzoom (S) www.userzoom.comIntuition HQ (S) www.intuitionhq.comMechanical turk (S) www.mechanicalturk.comLoop11 (S) www.loop11.comOpen Hallway (S) www.openhallway.comWhat Users Do (P) www.whatusersdo.comFeedback army (P) www.feedbackarmy.comUser feel (P) www.userfeel.comEthnio (For Recruiting) www.ethnio.com
Feedback on Prototypes / MockupsPidoco www.pidoco.comVerify from Zurb www.verifyapp.comFive second test www.fivesecondtest.comConceptshare www.conceptshare.comUsabilla www.usabilla.com
#3 : UX Crowd tools list
• Device, Context, Location, Tasks, Goals
• UI simplicity, learnability, feedback• Performance & Perceived
performance• Customer desired contact &
support mix• Cross channel journeys and glue• Device & Screen optimal
compatibility• Mobile redirection & linking• Minimising keyboard input, error
handling and validation loops• Copywriting and text decoration• Navigation and Fold (for key calls
to action) are super critical on mobile
• TESTING!
#4 : You’re not wearing the magical slippers…
#4 : Experience the experience!
Email testing www.litmus.comwww.returnpath.comwww.lyris.com
Browser testing www.crossbrowsertesting.comwww.cloudtesting.comwww.multibrowserviewer.comwww.saucelabs.com
Mobile devices www.deviceanywhere.comwww.perfectomobile.comwww.mobilexweb.com/emulatorswww.opendevicelab.com
@OptimiseOrDie
#5 : Your cycles are too slow
0 6 12 18
Months
Conversion
@OptimiseOrDie
#5 : Solutions• Give Priority Boarding for opportunities
– The best seats reserved for metric shifters
• Release more often to close the gap– More testing resource helps, analytics ‘hawk eye’
• Kaizen – continuous improvement– Others call it JFDI (just f***ing do it)
• Make changes AS WELL as tests, basically!– These small things add up
• RUSH Hair booking – Over 100 changes– No functional changes at all – 37% improvement
• Inbetween product lifecycles?– The added lift for 10 days work, worth 360k
@OptimiseOrDie
#5 : Make your own cycles“Rather than try and improve one thing by 10% - which would be very, very difficult to do,
We go and find 1,000 things and improve them all by a fraction of a per cent, which is totally do-able.”Chris Boardman
@OptimiseOrDie
#6 : You’re not x-channel tracking• One reason conversion is lower is channel jumps• You need to try and glue this together• If you don’t have a strategy here, you need one• Don’t rely on amazing analytics promises• You need to think about identifying the customer• At every touch point and micro or macro interaction• Loyalty, marketing, wifi, incentives, geo, instore = glue• What’s your strategy on post identification?• Do you rewrite the data or just ignore it?
@OptimiseOrDie
#6 : Cheap Mobile Tracking• First, give mobile (and apps) unique numbers• Second, track the ‘taps’ to call you• Very reliable data source
Also make sure you add:
• Ringback / Callback• Email• Chat• Web Forms• Lead Gen etc.
@OptimiseOrDie
#6 : So what does that get you?• For the first time, analytics for THE PHONE and other channels• If you’ve got any phone sales or contact operation, this will
change the game for you• Down to Google Keyword level, see what calls you get• What pages did people call you from?• What did they do before the call?• Which online marketing drove the call?• Where are you WASTING your money?• Who left your funnel but didn’t actually leave?
And why does this matter?
@OptimiseOrDie
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@OptimiseOrDie
#7 : You’re still page driven• Event driven tagging is the way to go• Don’t measure just the page transitions• Measure interactions with the site• Navigation, filters, search, pictures,
zooming, facets, colours, sizes, styles, sorting etc.
• Not PAGE1 -> PAGE2 -> PAGE3 any more• but Nav -> Search -> Filter -> Add button• Invest time in event tracking design• Allows you to see the real paths• Event flow report in GA is awesome• Now you’re driven by interactions, not
the resulting pageviews!@OptimiseOrD
ie
Forrester Deck here : http://bit.ly/Pm3fPZ
#8 : You forgot the Context
@OptimiseOrDie
@OptimiseOrDie
@OptimiseOrDie
#9 : Your Photos and Copy suck
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
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Awful Call Centre Photos : headsethotties.com Stock Photos that suck : awkwardstockphotos.comLaughing at Salads : womenlaughingwithsalad.tumblr.comThis pile of bills hurts my head : bit.ly/1dpwucMBBC Fake Smile Test : bbc.in/5rtnv
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#10 : Your performance sucks…
• Google Site Speed• Mobitest.akamai.o
rg
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
Get the slides : slidesha.re/PDpTPD
If you really care, download this deck:
@OptimiseOrDie
Scare the Ecom or Trading director:
Casino Psychology
@OptimiseOrDie
If it isn’t working, you’re not doing it right
@OptimiseOrDie
www.lukew.com
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Is there a way to fix this then?Conversion Heroes!
@OptimiseOrDie
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:@OptimiseOrDie
:linkd.in/pvrg14
More reading. Download the slides! Questions…
