Measure camp tools of the cro rabble
•Descargar como PPTX, PDF•
9 recomendaciones•2,254 vistas
The tools used by the CRO masters round the world to optimise analytics, UX, VOC,insight and testing - all to optimise your insight or conversion figures.
Recomendados
Recomendados
Más contenido relacionado
La actualidad más candente
La actualidad más candente (7)
Destacado
Destacado (20)
Similar a Measure camp tools of the cro rabble
Similar a Measure camp tools of the cro rabble (20)
Más de Craig Sullivan
Más de Craig Sullivan (16)
Measure camp tools of the cro rabble
- 1. #Measurecamp 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 Slideshare : slidesha.re/nlCDm6
- 2. 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
- 3. #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
- 4. #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 Any others?
- 8. #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?
- 9. #3 – Testing tools Email testing www.litmus.com www.returnpath.com www.lyris.com Browser testing www.browsercam.com 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
- 10. Google Analytics Tip! • Create new Advanced Segment : ‘Desktop Only’ • Make it exclude the rest like this • All traffic report (and others) • Apply 3 segments : Mobile, Tablet, Desktop Only • Now change dimension to browser • Set to a Goal or E-Commerce view • Now try secondary dimension of version • You can do the maths! • Work out a ‘What if?’ like ‘What if IE8 converted the same as IE9?’ – put a money value against the effort!
- 11. #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?
- 12. #4 : Guerrilla Usability Testing • All you need is a device, time and people! • Use one of these tools for session recording: Mediacam AV (cheap) www.netu2.co.uk Camtasia www.techsmith.com Silverback (Mac) www.silverbackapp.com Screenflow (Mac) www.telestream.net UX Recorder (iOS) www.uxrecorder.com
- 13. #5 : Productivity tools – Stuff that glues my world together and saves my ass
- 14. #5 Join.me 24 Jan 2012
- 15. #5 Pivotal Tracker 24 Jan 2012
- 16. #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 and others here today! • 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 24 Jan 2012
- 17. #5 Conceptshare 24 Jan 2012
- 18. #5 Basecamp 24 Jan 2012
- 19. #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
- 20. #7 – Testing tools Email testing www.litmus.com www.returnpath.com www.lyris.com Browser testing www.browsercam.com (& Mobile) www.crossbrowsertesting.com www.cloudtesting.com www.multibrowserviewer.com www.saucelabs.com Mobile devices www.perfectomobile.com www.deviceanywhere.com www.opendevicelab.com bit.ly/A4o3qz
- 21. #8 Performance • Google Site Speed • Webpagetest.org • Mobitest.akamai.org
- 22. 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
- 23. Show your boss this split test: Slides : slidesha.re/PDpTPD
- 24. Show the e-com director this one:
- 25. #5 – 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
- 26. #9 : Web Analytics Love • Properly instrumented analytics • Investment of 5-10% of developer time • Add more than you need • Events confetti • Segmentation • Call tracking tip:
- 27. #9 : 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 event trigger for any phone interaction • Incredibly useful keyword level call data • 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? • What are you over or underbidding for? • Will help you shave 10, 20%+ off PPC • Which online marketing really sucks?
- 28. #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
Notas del editor
- “A piece of paper with your design mockup. A customer in a shop or bookstore. Their finger is their mouse, the paper their screen. Where would they click? Do they know what these labels mean? Do they see the major routes out of the page? Any barriers.Congratulations, you just got feedback on your design, before writing a single freaking line of code or asking your developers to keep changing stuff.”
- “A piece of paper with your design mockup. A customer in a shop or bookstore. Their finger is their mouse, the paper their screen. Where would they click? Do they know what these labels mean? Do they see the major routes out of the page? Any barriers.Congratulations, you just got feedback on your design, before writing a single freaking line of code or asking your developers to keep changing stuff.”
- “A piece of paper with your design mockup. A customer in a shop or bookstore. Their finger is their mouse, the paper their screen. Where would they click? Do they know what these labels mean? Do they see the major routes out of the page? Any barriers.Congratulations, you just got feedback on your design, before writing a single freaking line of code or asking your developers to keep changing stuff.”
- “A piece of paper with your design mockup. A customer in a shop or bookstore. Their finger is their mouse, the paper their screen. Where would they click? Do they know what these labels mean? Do they see the major routes out of the page? Any barriers.Congratulations, you just got feedback on your design, before writing a single freaking line of code or asking your developers to keep changing stuff.”
- Create a suck index = pageviews * load time.
- Here I show you some examples of well known brands, some of whom should know better. The larger the size of the page, the longer it will take to download and render on the device, especially when you don’t have perfect data conditions. The numberof requests also makes a difference, as it’s inefficient on mobile to open lots of connections like this. In short, the smaller the pagesize and number of requests you can aim for, the better. I’m patient with bad data connections but do people have the tolerance for 10-15 seconds on mobile? No – it has to happen much faster.
- These are the results of a live test on a site, where an artificial delay is introduced in the performance testing. I’ve done some testing like this myself on desktop and mobile sites and confirm this is true – you’re increasing bounce rate, decreasing conversion, site engagement…It doesn’t matter what metric you use, performance equals MONEY or if not measured, a HUGE LOSS.
- Performance also harms the lifeblood of e-commerce and revenue generating websites – repeat visitors! The gap here in one second of delay is enormous over time. You’re basically sucking a huge portion of potential business out of your site, with every additional bit of waiting time you add.
- Add unique phone numbers to all your mobile sites and apps. That’s for starters.Then configure your analytics to collect data when people Click or Tap to make a phone call.Make sure you add other events like ringbacks, email, chat – any web forms or lead gen activity too.