Conversionista : Conversion manager course - Stockholm 20 march 2013

Agenda – Conversion Manager Course
#1 The Optimisers Toolkit
The best tools recommended by CRO practitioners

#2 CRO Project Styles
How does CRO fit in with Lean UX, Agile, User Centred, Waterfall?

#3 Analytics Genius Tips
Top tips from 2013 – from around the world

#4 Best Practice Answers
The key learnings from 6 years of optimisation

#5 Site Reviews
Let me give you feedback or advice on your site or project

Conversion Heroes!
Meet @OptimiseOrDie
Reason for being : I Optimise Stuff
Past : John Lewis, Lovefilm, Belron, PwC
Now : Director of Optimisation, Rush

Email : sullivac@gmail.com
Twitter : @OptimiseOrDie
: linkd.in/pvrg14
Slides : slidesha.re/nlCDm6

"If you go to the men's washrooms at
the Schiphol airport in Amsterdam,
you may notice there's a fly in the
urinals. It’s screen printed .

So what do you think most men do?
That's right, they aim at the fly when
they urinate.

They don't even think about it, and
they don't need to read a user's
manual; it's just an instinctive
reaction that means 85% less spillage!

The interesting feature of these
urinals is that they're deliberately
designed to take advantage of this
inherent human male tendency.“

This is my job.

Is there a way to fix this then?

20 Mar 2013

Agenda
#1 The Optimisers Toolkit
The best tools recommended by CRO practitioners

#2 CRO Project Styles
How does CRO fit in with Lean UX, Agile, User Centred, Waterfall?

#3 Analytics Genius Tips
Top tips from 2013 – from around the world

#4 Best Practice Answers
The key learnings from 6 years of optimisation

#5 Site Reviews
Let me give you feedback or advice on your site or project

The Optimisers Toolkit
#1 Session Replay
#2 Browser & Email testing
#3 VOC & Feedback tools
#4 Guerrilla Usability
#5 Productivity tools
#6 Split testing
#7 Performance
#8 Crowdsourcing
#9 Analytics Love

#1 : Session Replay
• 3 kinds of tool :

Client side
• Normally Javascript based
• Pros : Rich mouse and click data,
errors, forms analytics, UI interactions.
• Cons : Dynamic content issue, Performance hit
Server side
• Black Box -> Proxy, Sniffer, Port copying device
• Pros : Gets all dynamic content, fast, legally tight
• Cons : No client side interactions, Ajax, HTML5 etc.
Hybrid
• Clientside and Sniffing with central data store

#1 : Session Replay
• Vital for optimisers & fills in a ‘missing link’ for insight
• Rich source of data on visitor experiences
• Segment by browser, visitor type, behaviour, errors
• Forms Analytics (when instrumented) are awesome
• Can be used to optimise in real time!

Session replay tools
• Clicktale (Client) www.clicktale.com
• Mouseflow (Client) www.mouseflow.com
• Ghostrec (Client) www.ghostrec.com
• Tealeaf (Hybrid) www.tealeaf.com
• Usabilla (Client) www.usabilla.com
• UserReplay (Server) www.userreplay.com
• SessionCam (Client) www.sessioncam.com

#2 : Feedback / VOC tools
• Anything that allows immediate realtime onpage feedback
• Comments on elements, pages and overall site & service
• Can be used for behavioural triggered feedback
• Tip! : Take the Call Centre for beers

• Kampyle
www.kampyle.com
• Qualaroo
www.qualaroo.com
• 4Q
4q.iperceptions.com
• Usabilla
www.usabilla.com
Any more?

#2a : Survey Tools
I’ve used
• Surveymonkey www.surveymonkey.com (1/5)
• Zoomerang www.zoomerang.com (3/5)
• SurveyGizmo www.surveygizmo.com (5/5)

• Read anything by and follow @cjforms
• Any others?

#3 – Testing tools
Email testing www.litmus.com
www.returnpath.com
www.lyris.com

Browser testing www.browsercam.com (BOING!)
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

#4 : Guerrilla Usability Testing
• All you need is a device, time and people!
• Use one of these tools for session recording:
CamStudio (free)
www.camstudio.org

Mediacam AV (cheap)
www.netu2.co.uk

Silverback (Mac)
www.silverbackapp.com

Screenflow (Mac)
www.telestream.net

UX Recorder (iOS)
www.uxrecorder.com

#5 Join.me

20 Mar 2013

#5 Pivotal Tracker

20 Mar 2013

#5 Basecamp

20 Mar 2013

#5 Google Docs
• Seriously wasting your time doing manual Excel?
• Fed up doing stuff that takes hours?
• Use the Google API to roll your own reports straight into Big G
• Lots of good articles but ask for advice from:

@danbarker
@timlb
#measurecamp

• Google Analytics + API + Google docs integration = A BETTER LIFE!
• Hack your way to having more productive weeks
• Learn how to do this and to have fun with GA custom reports
• Ask me about the importance of training
20 Mar 2013

#5 Cloud Collaboration
• LucidChart

20 Mar 2013

• Webnotes

20 Mar 2013

• Protonotes

20 Mar 2013

• Conceptshare

20 Mar 2013

#6 – Split testing tools – Cheap!
• Google Content Experiments
bit.ly/Ljg7Ds

• Multi Armed Bandit Explanation
bit.ly/Xa80O8

• Optimizely
www.optimizely.com

• Visual Website Optimizer
www.visualwebsiteoptimizer.com

#7 Performance

• Google Site Speed
• Webpagetest.org
• Mobitest.akamai.org

Remote tests : iPhone
Site Size Requests

www.coop.se 1200k 63
m.ikea.com/se/sv/ 684k 14
High St Retailer 307k 43
Department Store 100k 18
Newspaper 195k 35
Supermarket 125k 14
Auto Sales 151k 47
Autoglass 25k 10

Show your boss this split test:

Slides : slidesha.re/PDpTPD

Show the e-com director this one:

#7 – UX and Crowd tools
Som, feedback
Remote 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

#8 : Web Analytics Love
• Properly instrumented analytics
• Investment of 5-10% of developer time
• Add more than you need
• Events insights
• Segmentation
• Call tracking love!

#8 : Tap 2 Call tracking
Step 1 : Add a unique phone number on ALL channels
(or insert your own dynamic number)

Step 2 : For phones, add “Tap to Call” or “Click to Call”

• Add Analytics event or tag for phone calls!
• Very reliable data, easy & cheap to do

• What did they do before calling?
• Which page did they call you from?
• What PPC or SEO keyword did they use?
• Incredibly useful – this keyword level call data
• What are you over or underbidding for?
• Will help you shave 10, 20%+ off PPC
• Which online marketing really sucks?

10.0
15.0
20.0
25.0

0.0
5.0
safe lit

windshield chip repair

safelite windshield

autoglass

auto window replacement

safelight auto

auto glass repair

windshield replacement costs

safelite auto glass

safe auto glass

safelite repair

windshield

autoglass replacement

car glass

safelite locations

auto glass repair quotes
Phone to Booking Ratio

windshield repair

mobile windshield replacement

replace windshield

car windshield repair

new windshield cost

auto glass windshield replacement

car window repair cost

safe gl

auto glass repair houston tx

windshield crack

What about desktop?
Step 1 : Add ‘Click to reveal’
• Can be a link, button or a collapsed section
• Add to your analytics software
• This is a great budget option!

Step 2 : Invest in call analytics
• Unique visitor tracking for desktop
• Gives you that detailed marketing data
• Easy to implement
• Integrates with your web analytics
• Let me explain…

What about desktop?
Onbound Call analytics:
Split testing
Priority routing
Wait time
VIP teams

Call centre
Abandon
A 222 1234 Call length music
On hold
0800 222 1234 0800 Operator outcome
Menu
Sales value
0800 222 1245
Messages
Ratings
Call recording
B 222 1263
0800
Offline promotions!
0800 222 1299 Profit line!

C

Web
Analytics Telephony Cloud

So what does phone tracking get you?
• You can do it for free on your online channels
• If you’ve got any phone sales or contact operation, this will
change the game for you
• For the first time, analytics for PHONE for web to claim
• Optimise your PPC spend
• Track and Test stuff on phones, using web technology
• The two best tests?
• Talk to Someone today ->

Company Website Coverage
Who?
Mongoose Metrics* www.mongoosemetrics.com UK, USA, Canada
Ifbyphone* www.ifbyphone.com USA
TheCallR* www.thecallr.com USA, Canada, UK, IT, FR, BE, ES, NL
Call tracking metrics www.calltrackingmetrics.com USA
Hosted Numbers www.hostednumbers.com USA
Callcap www.callcap.com USA
UK, SE, FI, NO, DK, LT, PL, IE, CZ,
Freespee* www.freespee.com
SI, AT, NL, DE
Adinsight* www.adinsight.co.uk UK
Infinity tracking* www.infinity-tracking.com UK
Optilead* www.optilead.co.uk UK
Switchboard free www.switchboardfree.co.uk UK
Freshegg www.freshegg.co.uk UK
Avanser www.avanser.com.au AUS
Jet Interactive* www.jetinteractive.com.au AUS
* I read up on these or talked to them. These are my picks .

#9 : Web Analytics Love
• UX of web analytics tools and reports
• People, Process, Human problems
• Make the UI force decisions!
• Playability and exploration
• Skunkworks project time (5-10%)
• Give it love, time, money and iteration
• Spend to automate, get more time

CRO TOOLS – ANY QUESTIONS?
• Break!

What’s the problem?
• #1 User Experience and Conversion
Optimisation are not a checkbox or a
step in the process – it needs to be
integrated in everything you do.
• #2 This work isn’t a one off exercise
either – it’s an ongoing continuous
improvement process – like Kaizen
• #3 Usability testing isn’t enough –
other UX factors like the visceral and
behavioural emotional responses we
have to products need tuning too.
• #4 It’s not just about the user!
• #5 It’s usually Self Centred Design
driven by Ego, Opinion, Assumption

Also, the dial won’t turn anymore

PPC SEO

With thanks to @morys

Why is this happening?
• PPC changes
• Advertising models flattening – i.e. mobile Google costs
• Comprehensive SEO changes
• Competition increasing
• Fleetness of foot – Asos in Australia
• Entry costs are lower now
• New entrants compete without the cruft
• Startups are using better ‘build and optimise’ methodologies
than nearly all corporates
• The old way of doing things is going to die
• The new way of doing things is your only survival ticket

So what do people do?
• They throw tools at the problem
• They try usability testing and research
• They generate more data to look at
• They make changes without measuring or testing
• They hope to randomly create the optimal system
• They get an expensive agency to help them
• They push their team harder, like galley slaves
• They experiment with riskier advertising models
• They wonder why they’re burning rubber
• They try more random things
• Then they call a CRO person and say
“We’ve tried everything. It isn’t working. Help!”

Skinner’s Pigeon Experiment
• Participants invited into a room with objects
• Told to score 100 points within 30 minutes
• Participants moved objects around, made
noise, jumped around, tried anything to make a
counter increase the points score.
• They got horribly confused
• They then created convincing lies for
themselves, to explain what they thought was
working. They became superstitious and made
rituals.
• The points allocation was made randomly by a
goldfish, swimming back and forward in a tank.
• Know any marketing departments like this?
• I’ve seen this a lot – and it paralyses companies
• We need a better way. A methodology?

Lean UX
“The application of UX design methods into product
development, tailored to fit Build-Measure-Learn cycles.”

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

Agile UX / UCD / Collaborative Design
“An integration of User Experience Design and Agile*
Software Development Methodologies”
*Sometimes
Research
Positive
– User centric
– Goals met substantially
– Rapid time to market (especially when
using Agile iterations) Wireframe

Negative
Concept Prototype
– Without quant data, user goals can
drive the show – missing the business
sweet spot
– Some people find it hard to integrate
with siloed teams Analyse Test

– Doesn’t’ work with waterfall IMHO

Lean Conversion Optimisation
“A blend of User Experience Design, Agile PM, Rapid Lean
UX Build-Measure-Learn cycles, triangulated data sources,
triage and prioritisation.”

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!

Lean CRO
Inspection

Instrument Immersion

Learn Identify

Triage &
Measure
Triangulate

Outcome
Streams

Triage and Triangulation
“This is where the smarts of CRO are – in identifying the
easiest stuff to test or fix that will drive the largest uplift.”

• 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

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.”

 Test
If 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.

If an issue is placed in this bucket, it means we need to beef up the
 Instrument 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.

 Hypothesise This 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 It
JFDI (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.

How is it working out?
• Methodologies are not Real Life ™
• It’s mainly about the mindset of the team and
managers, not the tools or methodologies they
play with
• Not all my clients have all the working parts
• You should not be a methodology slave
• Feel free to make your own or flexibly adapt
• Use some, any techniques instead of ‘guessing’
• Blending lean and agile with conversion
optimisation outcomes is my critical learning of
the last 5 years
• Doing rapid cycles of this outcome driven work
for Belron:
• World Conversion Rate Increase:
2009 +5%, 2010 +10%, 2011 +15%, 2012 +25%
• If you’d like to develop a good one for your
company, talk to me first!
• Don’t over complicate it.

Analytics Genius Tips
#1 Performance tune-ups
#2 Browser money
#3 Keyboard shortcuts
#4 Ranking data
#5 Content engagement
#6 Enhanced In page
#7 Duplicate transactions
#8 Event tracking
#9 Google API + more

#1 : Performance Tune-ups
• With thanks to @Danbarker

• Add “_gaq.push(['_setSiteSpeedSampleRate', 100]);”
• Amps up sampling for small & medium websites
• Use the distribution report - % of pages < 3 seconds
• DOM timings vital – let me explain
• Avg. Document Content Loaded Time (sec)
• This data is very accurate and helps conversion – pretty vital for
landing pages, where I find lots of stuff

• Make yourself a [pageview * content load time] report
• This is called a ‘Suck Index’
• Work your way down from the top

• Mobile speed doesn’t count Safari – please be careful!
• Read more at:
http://p.barker.dj/sitespeedtips

#2 : Browser money
• Create a desktop only segment *Exclude “mobile including tablets” +
• Create a mobile only segment [ For GA, Include Mobile (including tablet) &
Exclude Tablet = yes]. 3 segments Desktop, Tablet, Mobile only
• Now start segmenting like this:
Browser Segment Conv rate Quote the
Safari Mobile Traffic 0.79%
Internet Explorer Desktop only 1.34%
opportunity!
Chrome Desktop only 1.01% IE8 = 1.41% revenue
Safari Tablet Traffic 1.00%
Safari Desktop only 1.28% IE8 converts at 20%
Firefox Desktop only 1.20% of IE9 and IE10
Android Browser Mobile Traffic 0.31%
Some nasty bugs
Safari (in-app) Mobile Traffic 0.69%
cause the problem
Chrome Mobile Traffic 0.62%
Safari (in-app) Tablet Traffic 0.89% Worth fixing?
Chrome Tablet Traffic 0.84%
Opera Desktop only 0.10% That 1.41% problem
Android Browser Tablet Traffic 0.71% is worth nearly 6%
Mozilla Compatible Agent Mobile Traffic 0.51% more checkouts!

#2 : Browser money
• You should see something like this:

#3 : GA Keyboard Shortcuts
• Thanks to Farid Alhadi and @fastbloke
dt Set date range to TODAY

dy Set date range to YESTERDAY

dw Set date range to LAST WEEK

dm Set date range to LAST MONTH

dc
Toggle date comparison mode (to the previous period of whatever you are looking at.
Example, if you’re looking at 6 days, this will compare it to the 6 days before it)

dx Toggle date comparison mode (to the previous year of the period you are looking at)

? Open keyboard shortcut help

h Search help center

a open account panel

shift + a Go to account list

s/ Search reports

shift + d Go to the default dashboard of the current profile

#4 : Ranking data
• Someone searches on Google for ‘Term’
• Clicks on a link to your site
• What was the keyword rank for that term?
• Reverse engineer the actual rankings from users machines
• More accurate than some SEO tools (IMHO)
• Two articles to read:

http://bit.ly/Vaisno
http://bit.ly/13lmYF2

#5 : Content Engagement
• Get a better bounce rate metric
• See more detailed engagement metrics
• Measure scrolling and reading activity
• Came from @fastbloke but originally Justin Cutroni
• Measure your scrolling and exit points from long form
content

• Very nice technique – read more at:

http://bit.ly/13lmYF2
http://goo.gl/1AZZb

#6 : Enhanced Page Analytics
var _gaq = _gaq || [];
var pluginUrl =
'//www.google-analytics.com/plugins/ga/inpage_linkid.js';
_gaq.push(['_require', 'inpage_linkid', pluginUrl]);
_gaq.push(['_setAccount', 'UA-XXXXXX-Y']);
_gaq.push(['_trackPageview']);

• Correct link attribution for in-page Analytics
• Very nice

#7 : Duplicate transactions in GA
• Thanks to Matt Clarke and @timlb
• Stop skewing the data with duplicates/reloads
• Custom report to check if you’re affected
http://techpad.co.uk/content.php?sid=247
• I’ve seen this a few places so worth
checking, particularly if figures don’t tally!
• Read more at : http://bit.ly/13lmYF2

#8 : Event tracking
• Thanks to #Measurecamp – check the stream
• A beginners guide : http://bit.ly/13RFoJs
• Some great ideas here : http://bit.ly/UCcptx
• Don’t go for ‘Event Blizzard’
• Focus on specific areas where insight is needed
• Choose your naming structure carefully:
http://bit.ly/WJ4R4c
• Read this complete guide : http://bit.ly/VmFSJ4

#9 : Google API and more
• Use the Google API to get super custom reports
• You can fetch different data types (on the fly as
well as pre-calculated)
• Automate a lot of Excel work – more later…
• @timlb recorded all the tips for #Measurecamp
• We then had an unconference
• He recorded a special session for us
• Listen to great tips and more:
www.youtube.com/watch?v=JWXg1_4quwU
www.youtube.com/watch?v=z41Cdg9xbk0
• Roundup : www.measurecamp.org/aftermath/

#10 : Microdata (a.k.a rich snippets)

• http://www.seoskeptic.com/beyond-rich-snippets-semantic-web-technologies-for-better-seo/
• http://www.slideshare.net/ismepete/maximising-your-serp-potential-enhance-your-listings-with-rich-snippets

20 Mar 2013

#10 : Microdata – SERPS UX
• Reviews – huge increases in CTR and Conversion
• People (Authors)
• Products
• Businesses and Organisations
• Recipes
• Events
• Music
• Local
• Video
Helps to:
• Dominate the page
• Push other stuff down
• Makes it more persuasive
• The conversion journey starts here!

#11 : Measure viewport size
• Thanks to @Beantin and others!
• Measure the viewport size, not the resolution
• Why?
• Toolbars, chrome and setup varies
• UK average is ~2 toolbars installed
• Code example here : http://bit.ly/4xaNYK
• A common conversion issue
• Your desk vs. Users = different
• Turn off the wifi, reduce the viewport
• Cheap solution – use a toilet roll!

#4 Best Practice
• There is no such thing as ‘easy best practice’ in
design or conversion optimisation
• There are patterns - but the context varies
• The answer is always, “it depends” ;-)
• It starts with your customers, your site, your
data, your insights – not an article online!
• Ensure they’re involved – that’s BP
• So what? I need some advice!
• How about answers to questions?
• The top 30 questions for testing
• Today is an exclusive!
• Steal and use my slides .com .kp .se

#1 - What is optimisation?
My definition:

“A set of techniques, implemented in
order to influence customer behaviour
towards these outcomes” :
• Increased revenue or profit
• Removing cost from the business or contact center
• Increasing productivity or labor flexibility
• Increasing NPS (Customer Sat) scores
• Simply delighting customers

All work should be challenged on this basis!
Would you do it in a retail store or shop window?
Is all that stuff on the page earning rental income?

#2 - What is a leak model?
• Very like a funnel diagram, except
• We analyse what happens to the losses
• Then we assign new outcomes:
– Used chat
– Sent an email / contact form
– Visited Contact Us and Exited
– Called us on the phone
– Requested a ringback
– Subscribed to a newsletter
– Completed on mobile / desktop / tablet
• Let’s see an example

The Marketing Bath
Acquisition = Water flow

Holes = Conversion loss

Plughole = Retention

Floor water = Retargeting

Leak surprises!
• When I use a leak model – 30-70% is not a loss
• A loss is sometimes a channel or contact switch
• This is the key insight!
• UX issues or missing information contributes hugely
to the real ‘total leavers’ figure

• If you do any phone business, you MUST track
• If you are multi-platform & channel, you MUST track
• If you decide based on loss rates alone, you suck
• If you don’t segment data, you’re missing out

#3 - Where are the best places to test?
• High traffic pages of influence
• Landing pages – Organic and PPC
• Home page (if high traffic)
• Category pages
• Product/Content pages and controls
• Pre-Funnel pages
• Funnel steps and elements
• Payment pages
• Poor Navigation or Search
• Hook or Trigger pages
• Anywhere with a large leak %
• Anything with traffic and a CTA!

#4 How do I identify issues?
• Lab Usability testing
• Remote Usability testing
• Guerrilla Usability testing
• Voice of Customer
• Session Replay
• Key Journey walkthroughs
• CRO expert review
• Analytics review
• Leak Modelling
• Call tracking
• Asking people questions
• The Call Centre – get them drunk!

#5 How do I quantify & prioritise?
• Triangulate with data sources
• Score each issue found by:
– Effort to test or fix (time/resource)
– Volume of people impacted
– Severity of issue
– Lasting impact of issue
– Type of issue - Persuasion, UX, Device
– Opportunity (to shift behaviour)
– Risk or Difficulty
• I normally use effort vs. opportunity
• Plot them on a Quadrant diagram

#5 How do I quantify & prioritise?
Opportunity

Effort

#5 Prioritisation
• Allocate an outcome bucket
• For an issue, cluster or page
(See bucket slides)

• You now have outcomes:
– By activity stream
– By priority and opportunity

• Time to start work!

#6 How long will a test take?
• Very simple
– 2 business cycles minimum
– Always test complete cycles
– Usually a week, 2 weeks, Month

• Second part
– You need 250 outcomes
– Ideally 350 or more
– In each outcome bucket
– If you test 4 recipes, that’s 1400 outcomes
– In my case above, it’s 2 weeks for 400 outcomes
– Work out how long you want it to take!
– Make a note of your minimum ‘length’ for 350 outcomes
– If you segment, you’ll need more data

#7 What prep do I need for each issue?
• Usability test insights & Personas
• Analytics review data
• CRO review data
• Surveys or VOC feedback
• Social analysis – common issues
• Call centre top issues
• Any additional data sources
• Previous test results
• Articles on this site area – as ideas
• Pattern libraries
• Competitor analysis (Don’t copy!)
• Test run length estimates
• Assemble the brainstorming team

#8 – Brainstorming the hypotheses
• Not a guide to brainstorming but for optimal
CRO workshops:
• Look at all the insight & data
• Invite everyone: Developers, UX
people, Designers, Operations or Call centre
staff, Marketing, Business
owners, Copywriters, PPC and SEO people – one
team!
• Show the page, process or element (The What)
• Explain the analytics data (The How Much)
• Explain the UX or CRO issue (The Why)
• Brainstorm solutions or behaviour shifting
• Identify the best issues
• Cut the tests to fit the run length!
• Keep what’s left for later tests

#9 – What should I test on a page?
• Work those value propositions
• Titles, Subheadings, Copy
• Call to action buttons, placement, size, design
• Hero or product images
• Supporting text or intro copy
• Text size, decoration and formatting (scanning)
• Design & Layout (paying attention to the fold
but also utilising scroll behaviour)
• Visual hierarchy and separation
• Removing stuff
• Simplifying things
• Chris Goward will cover this superbly
• +1 - I highly recommend his book.

#10 – What kind of test should I run?
• A/B testing – good for:
– A single change of content or design layout
– A group of related changes (e.g. payment security)
– Finding a new and radical shift for a template design
– Lower traffic pages or shorter test times

• Multivariate testing – good for:
– Higher traffic pages
– Groups of unrelated changes (e.g. delivery & security)
– Multiple content or design style changes
– Finding specific drivers of test lifts
– Testing multiple versions (e.g. click here, book now, go)

Netherlands A/B Shift Example

Previous winner
+7.25%

+8.19% lift

#10 – What kind of test should I run?
• Micro testing (tiny change) – good for:
– Proving to the boss that testing works
– Demonstrating to IT that it works without impact
– Showing the impact of a seemingly tiny change
– Proof of concept before larger test

• Funnel testing – good for:
– Checkouts
– Lead gen Vs.
– Forms processes
– Quotations
– Any multi-step process with data entry

• Fake it and Build it – good for:
– Testing new business ideas
– Trying out promotions on a test sample
– Estimating impact before you build
– Helps you calculate ROI

#11 – How do I optimise a funnel?
• This is worth a workshop on just this topic!
• Firstly, watch for my Funnel Testing resource pack
• This is a specialised area but here are some examples:
– One text change in Carglass.de & fr = +8%
– Optimising address lookup = +2.5% (one field)
– Cross Browser issues = 10, 14, 18% increase (8M)

• Remember – these are very warm leads
• Small errors or messaging issues = -$$$
• Security, Privacy, Trust, Clarity, Simplicity, Explanations = +$$$
• Forms validation causes huge problems – every error = -$$$
• It’s all about Humanising often robotic forms
• Removing, simplifying, reassuring
• If you have one, let me review it later!

#12 – What master planning document is needed?
• Create one document. It should contain:
– The test configuration & flow
– All assets and recipes for the testing
– Analytics tagging or instrumentation
– IP addresses of all ‘non customer’ sites
– Success Measure & KPI definitions
– Any exceptions or exclusions
– Estimated test run time minimum

#13 – Should I run an A/A test first?
• No – and this is why:
– It’s a waste of time
– It’s easier to test and monitor instead
– You are eating into test time
– Also applies to A/A/B/B testing
– A/B/A running at 25%/50%/25% is the best

• Read my post here :
http://bit.ly/WcI9EZ

#14 – What QA testing should I do?
• Cross Browser Testing
• Testing from several locations
• Test IP filtering
• Test analytics firing tags correctly
• Test repeat visitor and session timeouts
• Cross check figures from 2+ sources

#15 – What’s on the pre-flight checklist?
• KPI success measures agreed
• Analytics tags firing correctly?
• Final test document signed off
• Test estimates issued
• QA cross browser and location testing complete
• IP addresses excluded from test
• Checked the marketing diary again?
• Legal, Brand, IT -> signoff complete

#16 – Early stage – what to watch for?
• Ignore the graphs. Don’t draw conclusions.
• Get a feel for the test but don’t do anything yet!
• Remember – in A/B - 50% of returning visitors will see a new shiny website!
• Until your test has had at least 1 business cycle and 250-350 outcomes, don’t
bother drawing conclusions or getting excited!
• You’re looking for anything that looks really odd – your analytics person should be
checking all the figures until you’re satisfied
• All tests move around or show big swings early in the testing cycle. Here is a very
high traffic site – it still takes 10 days to start settling. Lower traffic sites will
stretch this period further.

#17 – What happens when a test flips?

• Something like this can happen:

• Check your sample size. If it’s still small, then expect this until the test settles.
• If the test does genuinely flip – and quite severely – then something has changed with
the traffic mix, the customer base or your advertising. Maybe the PPC budget ran
out? Seriously!
• To analyse a flipped test, you’ll need to check your segmented data. This is why you
have a split testing package AND an analytics system.
• The segmented data will help you to identify the source of the shift in response to your
test. I rarely get a flipped one and it’s always something changing on me, without
being told. The heartless bastards.

#18 – What happens if a test is still moving around?
• There are three reasons it is moving around
– Your sample size (outcomes) is still too small
– The external traffic mix, customers or reaction has
suddenly changed or
– Your inbound marketing driven traffic mix is
completely volatile (very rare)
• Check the sample size
• Check all your marketing activity
• Check the instrumentation
• If no reason, check segmentation

#19 – How do I know when it’s ready?
• The hallmarks of a cooked test are:
– It’s done at least 1 or 2 (preferred) cycles
– You have at least 250-350 outcomes
– It’s not moving around hugely at creative or segment
level performance
– The test results are clear – even if the precise values
are not
– The intervals are not overlapping (much)
– If a test is still moving around, you need to
investigate
– Always declare on a business cycle boundary – not
the middle of a period (this introduces bias)
– Don’t declare in the middle of a limited time period
advertising campaign (e.g. TV, print, online)
– Always test before and after large marketing
campaigns (one week on, one week off)

#20 – What happens if it’s inconclusive?
• Analyse the segmentation
• One or more segments will be over and under
• See if they are cancelling out
• The average is a lie
• Don’t think of the average – think of the
customer segments inside
• If you genuinely have a test which failed to
move any segments, it’s a crap test
• This usually happens when it isn’t bold or brave
enough in shifting away from the original
design, particularly on lower traffic sites
• Get testing again!

#21 – What happens if it fails?
• Analyse the segmentation
• One or more segments will be over and under
• Check for varied performance
• Now add the failed element or test to your
Knowledge Base. Mark with a warning sign.
• Look at it carefully – what does the failure tell
you? Which element do you think drove the
failure?
• If you know what failed (e.g. making the price
bigger) then you have very useful information
• You turned the handle the wrong way
• Now brainstorm a new test

#22 – What was driving my test (segments)?
• To understand beyond the headline
average, you need to segment your data.
• If you have 350 outcomes and segment, you
will now have much smaller samples – be very
very careful! One of the key mistakes people
make here.
• Segment by:
– New or Returning visitor
– Logged in vs. Guest
– Traffic source and medium
– Landing page
– Keyword
– Day of week / Time of day
– Browser, Device, Platform (mobile, tablet, desktop)
– Depth of engagement (how far they got)

#23 – Why are these numbers fuzzy?

#24 – What about the words – what help do I need?
• Employ a dedicated copywriter – period
• Find someone who understands persuasive writing
• If you can’t hire someone, read lots of books!
• Start with Robert Cialdini, Bryan Eisenberg
• Get a course from Sticky Content (for your team)
• It’s not expensive to get specialist help
• Always involve in the brainstorming
• This is just selling – using persuasion and psychology
• It isn’t new – read ‘Scientific Advertising’ from 1923
• Most websites don’t practice this
• It makes a huge difference in testing
• Use customer goals and insight to drive levers
• Here is an example!

5 Persuasive Copywriting Levers
Key insights from user testing

@OptimiseOrDie

Copy testing mission – Carglass Worldwide

• Identify techniques through testing and user insight, that will:
• Reflect, assist, aid comprehension of and provide clarity of message, value
proposition and overall comprehension – all blended together to get
higher conversion!
• Where is the f***ing value proposition? Make sure it’s always there!
• Do more to reflect the emotional and persuasive elements of writing for
our customers. It’s not for you – it’s for them.
• Encourage testing of small or large scale copy changes
• Drive copy from customer insight, not assumption – from targeted
hypotheses instead of randomly trying stuff and do it from the heart!
• 50-70% of the lift of some tests – is *just* from the copy changes.
• Leverage this in all of our work.

Emotion & Persuasion - levers
Customers do not know what to do and need support and advice
• Emphasize the fact that you understand that their situation is stressful
• Emphasize your expertise and leadership in vehicle glazing and will help them get the best
solution for their situation
• Explain what they will need to do online and during the call-back so that they know what the next
steps will be
• Explain that they will be able ask any other questions they might have during the call-back

Customers do not feel confident in assessing the damage
• Emphasize the fact that you will help them assess the damage correctly online

Customers need to understand the benefits of booking online
• Emphasize that the online booking system is quick, easy and provides all the information they
need in regards with their appointment and general cost information

Customers mistrust insurers and find dealing with their insurance situation very frustrating
• Where possible communicate the fact that the job is most likely to be free for insured
customers, or good value for money for cash customers
• Show that you understand the hassle of dealing with insurance companies – emphasise that you
will help with their insurance paperwork for them, freeing them of this burden

Some customers cannot be bothered to take action to fix their car glass
• Emphasize the consequences of not doing anything, e.g. „It‟s going to cost you more if the chip
develops into a crack‟

#1 “Customers do not know what to do
and need support and advice”

1. Emphasize the fact that you understand that their situation is stressful
2. Take advantage of this in copy terms, by stressing their urgency, the
need to have this resolved and that they are worrying about it.

“Damaged windscreen? Let’s get you back on the road in no time!”
“Worried about that chip becoming a crack? Book a repair online in 5 minutes or less”
“Urgent glass repair? We can get you booked in today. Free ringback service.”
“Let’s take away the worry of driving with a chip. Our repairs are lifetime guaranteed”
“Cracked windscreen? Worry less with a top quality replacement from Autoglass”
“If you’re off the road, let’s get your windscreen repaired fast, at any location round the UK”


1. Emphasize our expertise and leadership in vehicle glazing and that we
will help them get the best solution for their situation
2. Take advantage of this in copy terms, by emphasising call centre level of
training vs. average, our range of glass, our huge supply chain, value to
the consumer in innovation, cool stuff:
“Our staff train continually, just on glass. Call us on xxx so we can find the bit you need.”
“We stock over 17,815 kinds of windscreens. We’re sure to have yours covered.”
“We fit over x,000 windscreens a week. We know how to fit, clean up and recycle, 500 times a day”
“Online booking in 5 minutes. Point out the damage and we’ll call you back free – and yes, we work
with most insurers. ”
“No matter the size, type, tint or place on your car – we’re sure to have the glass you need as we
have over x,000 in stock, every day, within the UK.”
“We test over x,000 repairs a year – to make sure we only give you the best”
“We work with all the major insurers, as we do 100,000 repairs a year like yours”
“Find your Nearest Autoglass with GPS. Visit our mobile site to search”
“We even have support staff in our call centres. So you don’t have to go on hold”


Explain what they will need to do online and during the call-back so that
they know what the next steps will be

“Online booking, free ringback service, book online in as little as 5 minutes.”

“Calling from a mobile? Use our free ringback service or book online”

“Windscreen repair? Book online and let us find *your* glass, out of the 17,000 kinds our
customers ask us to stock.”

“Our online booking is fast but we always make a courtesy call to check you’re happy”

#2 “Customers do not feel confident
in assessing the damage”

Emphasize the fact that you will help them assess the damage correctly
online

“Damaged windscreen? Use our damage wizard to get you booked in fast.”
“Cracked windshield? Pick out the damage and get booked in easily and quickly”
“Job done. Get that pesky chip repair sorted and booked today.”
“Still putting it off? Let us worry about your repair by booking online”
“Phone us, get a free ringback or use our online booking. Our trained glass experts will talk
you through your options”
“Need a windscreen repair? Point out the damage online and we’ll have your appointment
booked today..”

#3 “Customers need to understand
the benefits of booking online”

Emphasize that the online booking system is quick, easy and provides all
the information they need in regards with their appointment and general
cost information

“5 minutes is all you need… Today you can get your appointment booked”
“Our online booking is simple, easy to use and doesn’t take forever to fill out. Get finished in
as little as 5 minutes.”
“Worried about windscreen repair? Our online guides, damage picker and helpful hints will
set you straight.”
“Repair or replace? Want to know your options? Try our damage checker or read our online
guides”
“Don’t worry. We take all your details and damage online and work with most major
insurers”
“We test our websites on 1,000s of customers a year, so you don’t have to. 5 minute
booking”

#4 “Customers mistrust insurers and find
dealing with their insurance situation very frustrating”

1. Show that you understand the hassle of dealing with insurance
companies – emphasise that you will help with their insurance
paperwork for them, freeing them of this burden
2. Where possible communicate the fact that the job is most likely to be
free for insured customers, or good value for money for cash
customers

“Windscreen chip repair? If you’re insured, it’s usually free.”
“Hate doing paperwork? We work with most insurers to do all that for you. Call us today on xxxx”
“Insurer approved. Most major insurers work with us, so you can book online direct, today.”
“Competitive quotes. For the glass you need, you’ll great service and the best price without
compromising on quality or guarantees.
“It may cost less than you think. We work with most insurers to get a quality windscreen fitted. ”
“Hate paperwork? So do we. Call us direct and we’ll work with most insurers to get your appointment
booked in today”.
“You pay nothing but your excess. We bill directly to most insurance companies so we can save you the
paperwork”

#5 “Some customers cannot be bothered
to take action to fix their car glass ”

Emphasize the consequences of not doing anything, e.g. ‘It’s going to cost
you more if the chip develops into a crack’

“Chip turning into a crack? Stop it today. Book online with Autoglass and get your slot
reserved today.”
“Chipped windscreen? It could cost more on your insurance to leave it for later”
“Chipped windscreen? Leaving it late could cost you more money or bonus”
“Cracked windscreen? Stop worrying today and get it replaced, at a convenient time for your
diary. Book online and get your slot booked today.”
“If your chip turns into a crack, it may trigger your insurance excess. Let’s take the worry
away by booking today. Autoglass.”

Summary
I’m stressed out – reassure me. Take the pain and worry away.
Make it safe – I’m worried it will fall in, crack or chop my head off – humour me.
Expertise – I don’t know how you’ll diagnose it. Looks unique to me, like a squiggle. I’m worried you’ll get
the wrong glass and it will all go wrong from there. How are you going to do this online? Are your people
trained or just call centres that can’t do anything and don’t know anything. How do I know all of this? Are
you going to help me or jerk me around?
Explain and Goal orient – Explain what’s going to happen – an outcome, a good thing, a contact, an
event, a saving of time, a safer car, a finished repair. Take them in a time machine to when it’s done.
Assess damage – How will you do this online? How do you work out where it is on my screen? What if
I’m not sure. Ooops – I think I chose the wrong option. I’m worried about picking these options – how are
you going to help me here? Is it really easy to use or complicated like lots of car stuff?
Contact and service – emphasise contact and service, particularly if you can quote KPIs
Benefits – What’s the value proposition here? What does the customer get? What’s the implied
emotional content of the message? What will it trigger in people who read it, in the context of the keyword
search they just made?
Online USP – Why not just phone you eh? Probably going to ask me the questions all over again. How
can I know that it will be fast, easy and painless? How do I trust you here not to make it hard and long
and boring.
Insurers – Often seen as the Cerberus dog by customers, will often call them for anything car related.
We need to emphasise we can do this direct. Strongest and best message is around avoiding paperwork.
Be careful about messages here that imply bad things about insurers (legal).
Free – Find ways to say free, nearly free, almost free. Free for most people. Find a way to say free –
because if you are broadly free for something, just say it. This works, the F word.
Hurry up – Some customers will coast, not getting anything done. Time to rock their world, at least in
terms of the video they play in their heads after you’ve written some good copy here.

Worldwide testing : Culture?
• If you operate internationally, use each country results to
inform or drive tests in other markets
• We don’t see cultural artefacts in testing – there isn’t a
‘German’ or ‘Dutch’ cultural response, unless the test itself
exposes this.
• We *do* see market, insurance, driver differences
• We *don’t* see huge variances in how techniques work
elsewhere – unless the browser model is different (e.g. Right
to left reading)
• That offers a great opportunity for international testing
• Don’t be afraid of ‘click here’ either
• Haz Clic Aqui, Klik Hier, Click here, Cliquez ici
• Key learnings – goal oriented keywords, simplicity, less words,
benefit driven, appeals to their mental model

Copy optimisation – short summary
• Think of the optimisation process as a scent trail
you’re laying
• Take away words, then more again.
• Use Front loaded, very plain – lower educational
level Language
• Persuasive, meaning laden, paints a picture with few
words
• Customer words, not corporate ‘drone speak’ or ‘our
language’
• Simplicity – less words, better chosen for meaning
• Ask how the customer interprets – not you

Copy optimisation – short summary
• Value proposition – where
is it? Is there one?
• Thinking about goal and
emotionally oriented
copy, not clicks
• Be honest, not woolly
• Stop using things that don’t
push customer buttons
(24/7 – for example)
• The emotional message –
the Tennis Meeting
example

Better ad copy - spot the winner

Lowest
Cost per Lowest CPA
Highest Click Click Highest
Through Rate Conversion
Rate

#25 – Sharing the test results – the best way?
• Take a look at www.whichtestwon.com
• Aim for the same thing internally
• Get people to gamble on tests you’re running
• Have a sweepstake or bet on the results
• When the result is declared, talk lots about it
• Circulate the results and add to a database
• Use the old test results to train new people
• Put all your failures in there
• Write a short blog post about your tests
• Run this like a commercial blog or website
• Get people interested, involved and losing money!
• Even the best UX and CRO people only get 60+% right.
• Flip a coin, anyone?

#26 – Springing to the next test
• So you’ve completed your test and published the results
• Do you (a) Bask in glory at how great you are (b) Stop
testing (c) Wait a while or (d) Declare your work is done?
• Always aim to run the next test immediately after the
previous one, whilst the knowledge is fresh
• Operate a continual testing program on key pages
• Take all your results, insights and your brainstorming team
• Rework your hypotheses based on test results, new
data, insights or segmentation.
• Your mission is to drive another shift or turn a failure or
inconclusive test into a win
• DO NOT test in a vacuum – ALWAYS consider history
• If you tested subtleties or the result was small – be bolder!

#27 – How can I test *more* stuff than I do now?
• What are your constraints?
• Most common problem – Time to launch
• Second common problem – Not bold enough
• Third common problem – Test takes too long to finish
• All of these push down the key metric – number of tests
*completed* per month – not started
• Are you running multiple streams of testing?
• Are you working on new tests as current tests run?
• Is your vendor or IT department slowing things down?
• Lean Methodologies = cutting waste from the process
• Make sure you know where the delays and wastage are
• Find a way to interleave or run multiple test patterns

#28 – What’s the best kept secret in CRO?
• That 12.5% test you ran 3 months ago?
• Happy at the results? Still on your slide deck?
• The lift is probably not the same anymore
• If you retest, you’ll get a different result!
• Traffic, marketing, response and customers -> change
• My tip – leave 5-10% running on the old test
• Helps you prove the ROI continues
• However – don’t rely on payback from one test
• Run a continual program
• You’re only as good as your next test
• Shorter test run lengths are usually better – as they drive
shorter insight payback. MVT is still great for complex or
multiple variable monitoring
• Much more impressive to quote long term lifts

#29 – What is a good conversion rate?
• Higher than the one you had last month!
• Use benchmarking services (usually irrelevant)
• Use hitwise – to see competitor traffic and conversion
• Analyse competitor weaknesses with a CRO or funnel review.
• Continual improvement, test throughput and velocity of change will
make it rise every month
• Don’t trade on your test results – trade on the annual rise in
conversion. Try to beat your own conversion rate – as this is what
you have control over! Don’t assume your competition gets better
conversion.
• This is a long term game but most clients of mine get around 15-
40% improvement in core conversion within 3-6 months.
• Belron has compounded growth over 4 years of 66% higher core
conversion – growing the business hugely.
• I can tell you that their core conversion is > 8%. Does this help?

#30 – What are the key success factors?
• Number of tests completed a month
• Implementing changes directly, in batches (JFDI)
• Usability testing and customer input (better tests)
• The throughput of your IT team and test vendor
• The quality of your QA checking (wasted tests)
• Instrumenting for the split testing tool AND analytics
• Segmentation insights
• Learning from every test + embedding this in the team
• Being bold and brave – button colour test if you’re google!
• Declaring test results only when they are ready
• Running multiple fix/test/analyse/investigate – activity
streams

#30 – What part do images play?

FRANCE

+8% over control

99% confidence

GERMANY

+12% over control

99% confidence

SPAIN

+22% over control

99% confidence

Make sure you use real,
authentic, smiling,
friendly, approachable
people.

Don’t use stock images
for testing or on your
site.

Low Q video and
images are also fine –
they reinforce
authenticity.

www.headsethotties.com www.awkwardstockphotos.com

Take the fake smile test : bbc.in/5rtnv

Image Guidelines for Belron
Photo Guidelines
• Groups, vans, stores, corporate guff = • Female images work best in almost
NO every country – they slay the guys
• Single person – not groups or even
person + customer • Natural, authentic and not „model‟ or
• Open, Friendly, Natural, Smiling, Engag „stock‟ image types work best for
ed = YES people
• Uniform – has huge effect, even • Smile MUST involve the cheeks and
wearing branded ball cap improves eyes must crinkle! Take the smile test
conversion
here to see how good you are
• Look straight at viewer or slightly
towards CTA button – don‟t ignore the • Photo shoots and tests can be used to
visitor! drive advertising strategy
• Plain backgrounds only • Pre Test your TV advertising before
• No folded arms, arms on you shoot the video!
hips, pointing, hands behind
back, hanging useless by the • We get better images now, but we
side, clasped by groin, fiddling with keep working on the guidelines!
hands
• We once got a genital framing
• Arms with prop instead – hold a
clipboard, rag, tool – I‟m working for picture…
*you*

“We always
had a plan for
pulling out”

• Make sure you use
real, authentic, smiling, frien
dly, approachable people.
Real smiles work best so
make people laugh!

• Don’t use stock images for
testing or on your site.

• Where models or actors
eyes are looking affects
conversion. True for single
models and groups.

• Low Q video and images
are also fine – they can
reinforce authenticity.

Read this book : t.co/xYW6izLI8n and visit www.photoux.co.uk
Read everything by Susan Weinschenk (@TheBrainLady)

Evil CRO
• Optimisation can be used for evil!
• Either by accident (just stupid)
• Or by design, to trick people

wiki.darkpatterns.org/wiki/Home

So how do I become an Optimiser?
• It’s a state of mind, not just a course!
• You need to read lots, test loads and watch customers even more
• Ask someone to mentor you
• Go to conferences, events, find people online
• Don’t say “I think” – say “I’ll find out” or “I’ll test that”
• Volunteer for shit jobs and do them well
• Be the glue between people – volunteer for cross team work
• Fix bad things so your team loves you
• Always connect others with outcomes
• Hack your job to a better life
• Make yourself more valuable, not less
• Challenge fucking everything
• Be annoying and never give up!

Don’t give up!
• Start with the customer at the heart of everything
• It’s liberating!
• Use low budget solutions, cheap or free tools to get business cases
made or gain insight
• Money talks so even micro testing will illustrate ROI
• Invest in people who care about customers, as well as conversion
• Invest in analytics talent and instrumentation
• If you can make a 10% shift in a key metric (CTR, conversion), just
from smart thinking, then what would a team of 5 get you?
• If you want to hire people, ask me for advice!

HOMEWORK 1
• I’d like you to look at how unconscious action is part of your life every week.

• Several times a day, you’ll use a door. There are many different interfaces for
doors like handles, knobs, buttons, push plates, levers and more.

• We all go through every day using these things and don’t consciously think about
what we’re doing. You’ll use them at work, at home, when you travel, shop or use
the loo!

• There are several things you’ll spot if you keep a door diary for a few days. Let’s
give you 3 weeks to finish, to give you time to fit this in. Here is your work:

1. Explore.
See how many different types of door interface you can spot. Take pictures of
them and add notes on your phone or using an app. Take notes if you like with a
notepad and pencil. Photographs are especially useful for showing examples.

2. Patterns and Groups.
Do these door interfaces have a pattern? Do they fit into groups? What would
you call these groups?

HOMEWORK 2
3. The Furnishings. Take a look at the door furniture and signs:

• Is there any other stuff apart from the handle that you look at?
• What signs or stuff are plastered on the door?
• Are there any messages telling you stuff?

4. Error with door. What happens when it goes wrong?.
This is really hard to catch but if you keep trying for a week, you’ll spot a few. What happens when the door
interface goes wrong? You get it the wrong way, curse to yourself and then do something different. What do
you notice about when this happens?

5. What caused it?
What was it, when it all went wrong, that led you to ‘get the door wrong’ and have to try again. What went
wrong that didn’t happen with all the other doors? If you watch the door, does it happen to other people?

6. Summary
So keep a log if you can (scribbled notes, mobile phone app, photos) and look at the five things I’ve listed. There
might be more stuff than I’m hinting at so observe closely.

• How many different ‘kinds’ of door interface can you spot?
• Are there groups of them – similar kinds? What would you call these?
• Catch yourself when it goes wrong
• Watch other people when it goes wrong
• Why did it go wrong

Collecting the Evidence
Apps
• https://itunes.apple.com/au/app/this-is-note-calendar-+-
photoalbums/id403746123?mt=8
• https://itunes.apple.com/us/app/awesome-note-+to-do-
calendar/id320203391?mt=8
• http://www.blurb.com/mobile

Inbox or Stream based
• http://www.memonic.com/tour#web-clipper
• https://launch.unifiedinbox.com/

More reading. Slides and resources on slideshare.net

Email : sullivac@gmail.com
Twitter : @OptimiseOrDie
: linkd.in/pvrg14
Slideshare : slidesha.re/nlCDm6

Obligatory promo slide
@OptimiseOrDie

• Conversion Rate • Contact deflection and
Optimisation online self service
• A/B and Multi-variate • Site search analytics
testing • Site, Page and Campaign
• Cross channel optimisation optimisation
• User Centered Design • Test design and execution
• Usability testing • A long usable site
• Customer Research & Insight portfolio
• Web Analytics • ROI on UX improvements
• Browser and email • Over 19 years of really
compatibility boring meetings

Director of Optimisation, RUSH Hair
Optimiser for Hire

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

Level 1 Level 2 Level 3 Level 4 Level 5
Starter Level Early maturity Serious testing Core business value You rock, awesomely

Dedicated team Ninja Team
Local Heroes Small team Cross silo team
Culture Volume Testing in the
Chaotic Good Low hanging fruit Systematic tests
opportunities DNA
________________________________________________________________________
_____________________ _ Outline process
Process Ad Hoc Well developed Streamlined Company wide

________________________________________________________________________
_______________________+ Multi variate
Guessing
+Funnel
optimisation
+Cross channel
testing
+Spread tool use
Dynamic adaptive
Testing A/B testing Session replay Call tracking Integrated CRO targeting
focus Basic tools No segments Some segments and analytics Machine learning
Micro testing Segmentation Realtime

________________________________________________________________________
________________________Funnel analysis
Analytics Bounce rates +
Low converting
+ Funnel fixes + offline
integration
Multichannel
funnels
Big volume Forms analytics
focus landing pages & High loss pages Channel switches
Single channel Cross channel
picture synergy

________________________________________________________________________
________________________
Analytics +Regular usability + Customer sat
+ All channel view
testing/research +User Centered of customer
Insight Surveys
Prototyping
Design scores tied to UX
Driving offline
Contact Centre Rapid iterative
methods Low budget Session replay
Layered feedback
testing and
using online
usability
Mini product tests design All promotion
Onsite feedback driven by testing

_________________________________________________________________________
_______________________ Prove ROI
Mission Get buyin Scale the testing Mine value
Continual
improvement

Conversionista : Conversion manager course - Stockholm 20 march 2013

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