Practicology's 21st October 2015 Ecommerce UK conference featured sessions from House of Fraser, Usabilla, Smart Focus, and a panel session with Jaeger, Selfridges, STA Travel and Baker Ross on the topic of securing ecommerce sales growth in the next 12 months. Practicology also gave an advance view of its Mobile Usability Report 2015/16 produced in partnership with WhatUsersDo.
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Ecommerce UK: The Year Ahead conference deck
1. Welcome
Ecommerce UK – The Year Ahead
The Ecommerce UK LinkedIn Group
welcomes you to The Year Ahead
21st October 2015
@Ecommerceli #EcommerceUK
WiFi network: Cavendish Wifi Code: 12345cav
3. Thanks
► To our attendees, without you we have no one
to share our insight with
► Our presenters for sharing insight
► Tonight’s sponsors: Usabilla and Smart Focus
► The Practicology team here tonight including
Practicology’s CEO Martin, Gerald, Sophie,
Amanda and Sarah
► Special thanks to Chesca, who has done a huge
amount of work to organise this event
Ecommerce UK – The Year Ahead
4. Thanks
► Thanks to Jonathan Hall and Cranberry Panda
for filming with Nathan from Fried Egg
Productions www.friedeggproductions.co.uk
► Antony Alexandrou our photographer
www.3aphotography.com
► Dan Barker for manning the Twitter account
@ecommerceli using #EcommerceUK
Ecommerce UK – The Year Ahead
5. Agenda
► First look at Practicology’s and WhatUsersDo’s
Mobile Usability Report 2015/16
► Robert Mulder, UK Director, Usabilla
► Retailer panel featuring: Cathy McCabe, CIO, Jaeger;
Xavier Vallee, Digital Director, STA Travel; Lucy
Hirom, Interim Head of Digital Marketing; Paul
Giuffredi, Finance Director, Baker Ross
► Rob Mullen, CEO, SmartFocus
► Madeleine Melson, Head of Customer Insight, House
of Fraser
Ecommerce UK – The Year Ahead
7. Identifying the conversion blockers on
the mobile websites of 15 UK retailers
Mobile Usability Report 2015/16
8. Mobile Usability Report 2015/16
What’s the report about?
► 15 mobile websites were tested by real users,
on their own devices and in their own homes
► We analysed the results to look for best
practice mobile design and conversion blockers
► We found users’ expectations are still running
ahead of the mobile UX retailers deliver
► You can download the full report from
practicology.com/mobile2015
► Here are some of the highlights…
9. Mobile Usability Report 2015/16
Key conversion blockers
of users couldn’t load the
B&Q homepage properly
of users struggled with search
on Sports Direct’s site
of the sites were slow to load
according to our users
of users encountered
problems with River Island’s
checkout
of users struggled to create an
account with Boots
of users found content didn’t
fit on Paperchase’s site
When the 15 mobile sites were tested by real users, we fou
nd…
13. Mobile Usability Report 2015/16
Sports Direct and Paperchase’s buttons
Sports Direct’s search
button is next to the
menu button, and so
several users closed
the menu when trying
to use the search.
Only the + icons are
clickable on the footer
links on Paperchase’s
site – so some users
struggled to open the
Shopping With Us
section - where as in
the links above with
text and arrows the
whole area is clickable.
17. Mobile Usability Report 2015/16
Boohoo form fields
In Boohoo’s checkout
users were not
impressed that they
needed to scroll
through the full list of
countries to select
UK.
They also
encountered
problems on
Boohoo’s site (and
others such as River
Island) with double-
entry form field errors
as one entry had an
upper case first letter,
though both
addresses were
actually the same.
18. Mobile Usability Report 2015/16
Thanks for listening
Download the report for free now:
Practicology.com/Mobile2015
Download for free now
26. @usabilla
Improve User Experience
Key Objective:
Optimise the digital experience of
65 Philips sites
Results:
• Found and fixed 174 issues &
bugs on the website in August
• Identified 5 key issues for
global web team
Philips
27. @usabilla
"Usabilla has helped us to improve the
global user experience, and drive value and
conversion with user feedback"
Peter Ciepiela, Digital Optimization Lead,
PHILIPS
28. @usabilla
Reduce risk and detect issues on time
Key Objectives:
Results:
Made changes without risk
Uncovered a serious bug
quickly to save over £50K
Prioritise changes and
prove value of redesigned site
Client: Major Retailer
29. @usabilla
Avoid expensive assumptions
Key Objective:
Results:
Quickly uncovered what was really
happening &
reduced drop-off rates by 10%
Improve booking process to
increase conversion
Client: Major Airline
30. @usabilla
Secure customer loyalty
Key Objective:
Results:
Increasing NPS by
making UX informed
changes
Enhance A/B testing to
take UX into account
Client: Multi-brand Global Retailer
32. @usabilla@usabilla
Send the right message
Key Objective:
• Find out what users think
of email campaigns
Results:
• Increasing click rates
• Reducing
unsubscribers
33. @usabilla@usabilla
"Usabilla for Email is a great product for CRM! It gives great insight
with a simple to use, truly consumer centric approach. I would
highly recommend it to brands looking for useful qualitative data."
Bernard-Burton Koomson, CRM Content Manager
adidas
34. @usabilla@usabilla
Improve your reputation
• Improved resolution time by
60%
• Dramatic improvement in
AppStore rating
Results:
Increase app downloads
Key Objective:
Client: Human App
37. Retailer Panel
Jeremy Wilson, CCO, Practicology interviews:
► Xavier Vallee, Digital Director, STA Travel
► Cathy McCabe, CIO, Jaeger
► Lucy Hirom, Acting Head of Digital
Marketing, Selfridges
► Paul Giuffredi, Finance Director, Baker Ross
Ecommerce UK – The Year Ahead
41. SmartFocus strategy is built on 3 pillars
Content, Data, Channels
41
CONTENT
Generate and retain demand; build
brand awareness, interest and
deepen engagement
CHANNELS
Engage with your customers
when and where it’s
relevant to them
DATA
Develop a deep
understanding of your
customers and what drives
rewarding experiences
42. SmartFocus NextGen DMP & CMS: Driving Personalization
42
Content
Build and curate
Harvest
Multiple sources
Channels
Any device
Commerce
Increase perfomance
Personalization
Context and Persona
Analytics/Insights
Predictive, real-time
The Message Cloud Capabilites:
INTEGRATED
Brand and shopper
SEGMENTED DYNAMIC PREDICTIVE
Audience and interests Personalizes and customized Anticipating actions
and outcomes
43. Data ownership
Our consumer database will provide quality insights to define segments and scale through look-a-like
modelling in the Data Warehouse. Best content to the precise consumer in the right moment
43
Ros
Media Agency
Paul
David
Data Warehouse
Our Customer Database
Types of customers
?
Anna
….
DigitalChannels
….
Find
lookalikes
Macro Data
Search Data
Other
OWNED
OPENED
EARNED
SHARED
PAID
44. Contextualization
Further personalize your messages using a contextual engine
which takes input from real-time data points such as:
44
Favorite brands and products Customer age and gender
Web browsing history Past buying behavior
Weather Time and location
Stock levels Abandoned carts
Profile and persona External feeds
45. Smartfocus Customer eCRM Environment
45
C-sat
Re-targeting
Social Sentiment
Call Centre
POS Logs
Direct Mail
Credit Card Data
Loyalty Scheme Data
Ecomm Transactions
Store Product
Catalogue
Ratings & Reviews
Web Product
Catalogue
Registrations /
Profile Updates
Wedding List
Historical data
Campaign Data
PROXIMITY
INSTORE
EMAIL
WEBSITE
Data Collection
& ETL
(SFTP, Kettle)
Query API’s
(REST, JSON)
Ad-Hoc
Analytic Engine
(Java, Pentaho)
Asynchronous / Synchronous Messaging (Kafka)
Data Collection & ETL (SFTP, Kettle)
High Performance Distributed Processing (Akka)
Extensible Aggregation Processing (Scala)
Big Data Warehouse
(HDFS, Hive, Impala, Solr)
Patented, High-Performance
Data Staging Platform
Segmentation Attribution
Profiling/Persona
s
Affinity Predictive Propensities
46. Omni-Channel Personalization
• 3 core channels for selling
TO machine
• Build a single customer view
aggregating all data flows
• PRM and CRM strategy
using standard levers such :
In store events, Search,
e-Mail, RTB & retargeting
46
47. Performance Dashboards
47
• Visibility into 4 key customer segments that all retailers are targeting and monitoring
• Definition of New, Potential, Loyal and In-active easily customized
• Allows the marketer the ability to track change in top level KPIs by period (Positive and negative)
• Easily drill down to monitor segment growth and spend behaviour over 15 month window
48. Performance Dashboards
RFM Scoring & Segmentation
48
• Allows the marketer to develop and drive marketing messaging based
on current and desired purchasing behavior by RFM segment
• Opportunity to discover unique levers for each segment,
develop differentiated and targeted offers
49. Performance Dashboards
• Global customer performances
• Loyalty
• RFM
SmartInsights provides standard dashboards according to customer purchase behaviour
49
60. OUR PHILOSOPHY
Customer insight informs our strategy, prioritisation and
decision making
• We will establish a point of difference in all that we do
• Our brand will always speak with confidence and
authority
• We will be an agile business – move quickly, test & learn
and fail fast
• Design for touchable interfaces first but ensure
consistency across all channels
75. PROJECT GOLD
A project seeking to understand:
• What will our business look like when 50% of our
sales come from digital channels, here and
internationally?
• Is House of Fraser organisationally ready for
massive multi channel growth?
77. MULTICHANNEL CUSTOMER TEAM
Chief Customer Officer
Director of Digital
Product
Head of
Customer Insight
Director of
Global Multi
Channel Trading
Director of Brand
And Creative
80. USER CENTRED DESIGN PROCESS
• Design is based upon an explicit
understanding of users, tasks and
environments
• Users are involved throughout design and
development
• Design is driven and refined by user–
centred evaluation
• Process is iterative
• Design addresses the whole User
Experience
• Design team includes multidisciplinary skills
and perspectives
Next Monday we are formally launching our second Mobile Usability report that we have created in partnership with WhatUsersDo.
B&Q homepage opens with the menu open. Clicking the homepage icon just brings the same result. This was a problem on some iPhones and Android devices. Think about the experience at the point a user lands on your site. Not just errors like this, we found app banners and overlays that didn’t work properly, overlays for email sign-up and for site surveys which users didn’t like.
Paperchase homepage content does not fit on the mobile screen
AO.com contact us link goes to a desktop page, not a mobile friendly one
River Island Women’s page frustrates this lady with no full results list easy to find
Boohoo user would have liked to be able to see more than 16 results on a search page/products listing page
Boots map is hard to navigate around and scroll past
I work for Usabilla and we are the experts in helping companies listen to their users.
-How many people know Usabilla?
- How many people collect user feedback in some way?
I’m going to talk about how you can get the most value out of your user feedback, OR if you’re not gathering any – hopefully convince you why you should be!
So who are Usabilla? – You may recognise us from our buttons. BUT we do a lot more
I read online that it’s good to start a presentation with a quote so here we go.
How do you listen to your customers?
The value of being a good listener cannot be overstated, especially in business. Yet many companies neglect this area.
Even data goliaths like Microsoft and Google, have begun to implement feedback loops
I work for Usabilla and we are the experts in helping companies listen to their users.
-How many people know Usabilla?
- How many people collect user feedback in some way?
I’m going to talk about how you can get the most value out of your user feedback, OR if you’re not gathering any – hopefully convince you why you should be!
So who are Usabilla? – You may recognise us from our buttons. BUT we do a lot more
Enable feedback in every digital channel – On your site, in your app and in your emails (even in store)
Our vision is to help companies listen to their users via every digital channel (even physical) so you can keep track on what they want to stay ahead of the competition.
Everyone is here today to see what’s happening the in the industry and make sure you’re on track for 2016. I want to show you why listening to your users is essential in any ecommerce strategy for short term and long term growth
I don’t think I need to poll you guys to see who is collecting data via G.A., Omniture or something similar. I think everyone is trackin data in one way or another. What I want to show you is how feedback reveals what’s really happening. And why the WHY is important.
To do this I want to tell you a few customer stories. Highlighting the value they’ve seen in gathering user feedback and some interesting way’s it’s being used.
So let’s start with the quick wins
Collecting feedback from 65 countries in 35 languages
- Crowdsource your users and free up your time.
Make informed decisions based on what people really want. What they’re actually struggling with.
To find bugs and issues before sales are impacted
Uncover issues you didn’t know existed
-Virgin Trains
All too often data leaves you making expensive assumtpions
Just by listening to users, our customers increase conversion rates.
Working with one of the biggest hosting companies in Europe and they’ve increased conversion rates on some pages by up to 120%.
They used exit surveys and feedback revealed that their call to action buttons weren’t clear enough, and product descriptions were lacking the information people needed to commit.
Boden story
-Early warning system
Immediately identify the cause of a problem
- Uncover whats REALLY happening
(Describe feedback item)
Quickly uncover what’s really happening!
Bug was effecting the passport page for a fraction of suers. Meaning they had to restart the process.
Travel company passport story
Assumptions based on data proved wrong and very expensive
You don’t know what you’re missing until you ask
By show of hands, who does some form of A/B testing on their site?
First of all: Prioritise and design you’re A/B tests based on what users are saying
THEN
We did a study that proved UX directly correlates to NPS
Working with some of the best A/B testers in the world we are seeing that A/B tests are limited in their reliance on data alone. By integrating user feedback, you’re able to include user experience in the A/B test. Ensuring long term loyalty and promotors
- Optimize for happiness
Positive feeback is great, it lets you know what you’re doing right,
We had one instance, with a company in Scotland where a very happy customer wrote a song about them
Using conditinal forms you can even turn happy visitors into promotors.
Philips drove almost 100K directly by running a long survey and rewarding customers with a discount code. They’ve also added 100s of new email addresses to thei marketing campaings, ensuring future sales.
But now what about emails? I bet everyone here has multiple email campaigns, I also bet, you don’t know what users think of them.
Adidas came to us because they were frustrated with relying heavily on data and wanted to make sure they were Send the right message.
Send out
More positive feedback.
Lower unsubscribe rates
With the last case study I want to look at mobile.
Who has a mobile optimised website?
Who has an app or apps?
"With Usabilla for Apps we have been able to identify bugs and bottlenecks immediately. Collecting live feedback has allowed us to improve our resolution time by 60%.”
What was a little unexpected was the dramatic impact it had on their app store rating
IN fact many of our customers report significantly reduced negative feedback on social platforms thanks to creating a managed channel for feedback. Improve reputation online.
I know I touched on quite a few things, but I hope I’ve given everyone something to think about!
Last but not least I want to invite everyone here to a free trial with us so you can lsten to your customers, find out what they want, and importantly what’s holding back your sales!
If you want anymore information come find me or my colleagues in the foyer, or drop me an email on robert@usabilla.com
Leading customers to feel a certain way about, your brand, products, experience and themselves
For us this is coming up later in the presentation
Connecting with them on an emotional level – more powerful than a rational level
You don’t know how their day is going, you don’t know what experiences they’ve had elsewhere – these will impact on their experience
Focus on the things you can control
There are opportunities for this at every touch point
How do we capture all those thoughts, feelings, sentiments about the experience we provide?
How do we put a number against them?
How do we know which bits are within our control?
How do we know which bits are most important?
How do we measure, target and develop them?
For us… our data looks a bit like this.
All over the place, in siloed systems.
We’re lucky to have a very talented team to make sense of it all.
Because when it comes to customers, they don’t do what you tell them to – they should be telling you
- We saw tons of customers shopping our website on mobile phones before we provided a mobile site
- They were talking about us on social media before we started engaging with them there
Their experience needs to be unified across all these channels. They don’t care about our processes, systems and organisational structure. They want what they’re looking for, when and where they want it – and at a reasonable price. Or they’ll go to elsewhere.
Their expectations change and we all have to run to keep on top of them.
It starts with the people
Everyone must have a clear vision of where we’re going and their part in achieving it.
Putting the customer at the centre
Merging the Brand and CRM teams with the Multi Channel team under one Chief Customer Officer role was the 2nd step to ensure:
Customer Centric Approach not Channel Centric approach,
A focus on customer profitability – ‘revenue per customer’ not ‘revenue per channel’
Consistency and accessibility of the customer experience
We embrace increasingly complex customer behavior: Multiple simultaneous channels used to research, browse & buy
Borrowing a model we’ve seen at the likes of Spotify
Product managers
Matrix project teams
Quickly respond to customer needs,
Full test and learn