Se ha denunciado esta presentación.
Utilizamos tu perfil de LinkedIn y tus datos de actividad para personalizar los anuncios y mostrarte publicidad más relevante. Puedes cambiar tus preferencias de publicidad en cualquier momento.
@timlb
#cboostdk
User Centred Optimisation
It’s about people, not clicks
@timlb
Started working on web in 1993
!
Primary interest:
!
What people do on line
!
What people want to do
What companies...
@timlb
#cboostdk
People Centred Optimisation
Optimising the Experience
@timlb
#cboostdk
An inconvenient truth: people use phones
@timlb
#cboostdk
An inconvenient truth: people use phones
people will use devices we haven’t imagined…
@timlb
#cboostdk
Phone became top device last year
http://bit.ly/timlbGoogleMobileSearch
@timlb
#cboostdk
Phone became top device last year
http://bit.ly/timlbGoogleMobileSearch
@mcmillanstu
@timlb
#cboostdk
People use phones differently…
http://bit.ly/timlbGoogleMobileSearch
@timlb
#cboostdk
The world as seen by the record industry
(1993 style)
@timlb
The hope
“Half the money I spent on advertising is wasted…”
!
The web held out such promise
Built by people who wer...
@timlb
The Analytics Arms Race…
“If we just had more data”
!
Huge efforts on multiple session attribution
Huge efforts on ...
@timlb
The Analytics Arms Race…
“If we just had more data”
!
Huge efforts on multiple session attribution
Huge efforts on ...
@timlb
But…
The tools forget about the people
Classic example:
!
Tools optimise emails for what tools measure:
‘Opens’ and...
@timlb
Conversion rate also flawed…
Not: conversions / real person
Not even: conversions / unique visitors
GA Conversion r...
@timlb
And so are sessions or visits!
30 minute time out: arbitrary convention
http://www.simoahava.com/analytics/the-
sch...
@timlb
Meanwhile...
“$40 billion is spent on digital advertising in the US on an annual
basis, while between $2 and 5 bill...
@timlb
Suggestion: re-balance effort
Spend more time trying to understand our users as people
Look for the “why” as well a...
@timlb
#cboostdk
Key Point: The Strategy
!
Think about people:
Think about what people want to do on sites
not just how to...
@timlb
#cboostdk
Key Point: The Strategy
!
Think about people:
Think about what people want to do on sites
not just how to...
@timlb
The tactics
Use quick techniques to seek out clues, not definitive data
+
Use cheap and quick tools
+
Cross-referen...
@timlb
Don’t just go fishing
Photo: Karwik https://
www.flickr.com/photos/karwik/
@timlb
Ok: what do we know about people?
@timlb
Who are the people on our sites?
Personas...
!
If you don’t use personas, time to start
!
If you do use personas, d...
@timlb
What sources of clues have we got?
GA
Where people came from:
Campaigns
Non-campaign channels
What they did:
Path (...
@timlb
#cboostdk
Top Priority: Voice of Visitor
Let your visitors tell you:
What they want
What to fix
http://bit.ly/timsu...
@timlb
#cboostdk
Why feedback surveys are so good
Very fast
No need to wait for data to reach scale
!
Very direct insights...
@timlb
Everywhere (before conversion)
!
For
● Widest range of insight
● Open to non-converters
!
Against
• Low response
• ...
@timlb
Everywhere (before conversion)
!
For
● Widest range of insight
● Open to non-converters
!
Against
• Low response
• ...
@timlb
Everywhere (before conversion)
!
For
● Widest range of insight
● Open to non-converters
!
Against
• Low response
• ...
@timlb
What is the purpose of your visit today?
(Choices + “other” box)
!
Were you able to complete your task?
!
!
Any oth...
@timlb
How to work with feedback surveys
Where and how to ask
After conversion
For
● No risk to conversion
● Simple embedd...
@timlb
How to work with feedback surveys
What to ask - post conversion
1 . Net Promoter Question
or
Customer Effort Score
...
@timlb
How to work with feedback surveys
The Key Process: free text comments
No good just browsing comments!
!
MUST be sys...
@timlb
Report in a consistent way
Show trends
Include relevant verbatim samples
How to work with feedback surveys
Beware c...
@timlb
Voice of Customer: 

Not just about fixing bugs
Deeper Understanding people’s language & expectations
Matt Lacey fr...
@timlb
How to work with feedback surveys
Integrate with GA
• Many systems have features for sending data
to GA
• Custom di...
@timlb
Session Recording
Real users!
Lots of them!
!
Vital tip: must be able to search for
recordings containing URL
!
Tip...
@timlb
Session Recording
Real users!
Lots of them!
!
Vital tip: must be able to search for
recordings containing URL
!
Tip...
@timlb
Scroll maps, mouse and click maps
Aggregate data
Quicker top-level view
‘People’ lost in crowd
!
!
Top: www.clickta...
@timlb
Go fishing like this
Photos: www.simrad.com
@timlb
#cboostdk
!
Make connections:
use clues from one source to
drive investigations in another
and
build insight
!
!
Tr...
@timlb
#cboostdk
@timlb
What else: Usability Tests
Moderated
Recruit real users
Watch them yourself
Ask questions
Un-moderated
Panels
usert...
@timlb
#cboostdk
If you have addresses for registered users
(Definitely NOT in GA!)
!
Use agency to profile against standa...
@timlb
GA: what do we know?
Where people came from
!
Disappearing data:
Not provided
Dark social (Direct)
!
What’s left:
C...
@timlb
GA: Make Campaigns Work Harder
Campaigns are aimed at people
!
Make sure GA has data on ‘who’
Tagging Usually struc...
@timlb
GA: Intent - Carmen’s Great Guide
Carmen Mardiros
Superweek 2014:
!
Visitor Intent: Smart clues for
understanding c...
@timlb
GA: Behaviour - what people did
(Flow reports)
(Navigation summary)
Content Grouping
Site search
Landing pages
Seco...
@timlb
GA: Segments and Micro-conversion
User segments?
Sequence segments
!
Micro-conversion
goals
!
Learn about ‘upper fu...
@timlb
@timlb
View of the Internet from my site
Rest of the Internet
Facebook
Google
!
Products
Checkout
Home Page
http://en.wiki...
@timlb
View of the Internet from my site
Rest of the Internet
Facebook
Google
!
Products
Checkout
Home Page
http://en.wiki...
@timlb
If you can do only one thing…
!
Adopt the strategy: think about people
!
Then start with one tactic: Ask people -
P...
@timlb
If you can do only one thing…
!
Adopt the strategy: think about people
!
Then start with one tactic: Ask people -
P...
@timlb
Thank you!
Pre-conversion
Usual suspects:
4Q - www.iperceptions.com/en/plans-and-
pricing/free
qualaroo.com
www.kam...
Próxima SlideShare
Cargando en…5
×

Conversionboost 2015 tlb

Presentation on people centred analytics (user centred analytics) from Conversionboost 2015

  • Sé el primero en comentar

Conversionboost 2015 tlb

  1. 1. @timlb #cboostdk User Centred Optimisation It’s about people, not clicks
  2. 2. @timlb Started working on web in 1993 ! Primary interest: ! What people do on line ! What people want to do What companies would like them to do http://www.bryaneisenberg.com/hidden-secrets-of-amazon/
  3. 3. @timlb #cboostdk People Centred Optimisation Optimising the Experience
  4. 4. @timlb #cboostdk An inconvenient truth: people use phones
  5. 5. @timlb #cboostdk An inconvenient truth: people use phones people will use devices we haven’t imagined…
  6. 6. @timlb #cboostdk Phone became top device last year http://bit.ly/timlbGoogleMobileSearch
  7. 7. @timlb #cboostdk Phone became top device last year http://bit.ly/timlbGoogleMobileSearch @mcmillanstu
  8. 8. @timlb #cboostdk People use phones differently… http://bit.ly/timlbGoogleMobileSearch
  9. 9. @timlb #cboostdk The world as seen by the record industry (1993 style)
  10. 10. @timlb The hope “Half the money I spent on advertising is wasted…” ! The web held out such promise Built by people who were used to data And we could track ‘everything’ So much better than off-line We seized on this valuable idea and used it to build an industry...
  11. 11. @timlb The Analytics Arms Race… “If we just had more data” ! Huge efforts on multiple session attribution Huge efforts on cross-device tracking Huge efforts on visualisation ! GA joins the arms race and offers Multi-session reporting ‘User’ segments Sequence segments (User id tracking)
  12. 12. @timlb The Analytics Arms Race… “If we just had more data” ! Huge efforts on multiple session attribution Huge efforts on cross-device tracking Huge efforts on visualisation ! GA joins the arms race and offers Multi-session reporting ‘User’ segments Sequence segments (User id tracking) …chasing rainbows?
  13. 13. @timlb But… The tools forget about the people Classic example: ! Tools optimise emails for what tools measure: ‘Opens’ and ‘clicks’ We CAN optimise for people/value with hold-out tests ! (But the easy metrics are in the reports and testing is extra work. So…)
  14. 14. @timlb Conversion rate also flawed… Not: conversions / real person Not even: conversions / unique visitors GA Conversion rate = conversions / “sessions” ! http://www.kaushik.net/avinash/universal-analytics-implementation-tips- strategy-tactics/
  15. 15. @timlb And so are sessions or visits! 30 minute time out: arbitrary convention http://www.simoahava.com/analytics/the- schema-conspiracy/ ! Look at your own data: Funnel entrances on impossible pages “Returning” visits on the same day ! http://bit.ly/timlbGaSegmentSameDayTransaction
  16. 16. @timlb Meanwhile... “$40 billion is spent on digital advertising in the US on an annual basis, while between $2 and 5 billion is spent on designing services. So, we set a big expectation and then don’t deliver.” - Chris Risdon of Adaptive Path cited by Gerry McGovern January 2015 http://www.gerrymcgovern.com/new-thinking/advertising-and-marketing-are-broken-how-do-we-fix-them
  17. 17. @timlb Suggestion: re-balance effort Spend more time trying to understand our users as people Look for the “why” as well as the “what” Find out what people are trying to do Learn what’s stopping them doing it ! Re-balance some of the $40 billion from advertising to the $5 billion for ‘service design’
  18. 18. @timlb #cboostdk Key Point: The Strategy ! Think about people: Think about what people want to do on sites not just how to can get them there !
  19. 19. @timlb #cboostdk Key Point: The Strategy ! Think about people: Think about what people want to do on sites not just how to can get them there ! Recruit analysts for empathy as well as curiosity
  20. 20. @timlb The tactics Use quick techniques to seek out clues, not definitive data + Use cheap and quick tools + Cross-reference or triangulate clues and data = Start optimising for people, not cookies
  21. 21. @timlb Don’t just go fishing Photo: Karwik https:// www.flickr.com/photos/karwik/
  22. 22. @timlb Ok: what do we know about people?
  23. 23. @timlb Who are the people on our sites? Personas... ! If you don’t use personas, time to start ! If you do use personas, do you find them in GA? ! ! ! https://www.interaction-design.org/encyclopedia/ personas.html ! http://www.bryaneisenberg.com/personas-magic-behind- mirror/
  24. 24. @timlb What sources of clues have we got? GA Where people came from: Campaigns Non-campaign channels What they did: Path (pv, landing, funnels, flows) Goals Content Grouping Errors! Custom data Maybe clues about who Demographics Non-GA Feedback surveys Usability tests Scroll & Click maps Session recordings Customer file demographics
  25. 25. @timlb #cboostdk Top Priority: Voice of Visitor Let your visitors tell you: What they want What to fix http://bit.ly/timsurveys
  26. 26. @timlb #cboostdk Why feedback surveys are so good Very fast No need to wait for data to reach scale ! Very direct insights People tell you their intention and expectations People tell you exactly what caused their problem (or what specifically what they liked) ! Words are from real visitors Valuable understanding of visitor language and terminology
  27. 27. @timlb Everywhere (before conversion) ! For ● Widest range of insight ● Open to non-converters ! Against • Low response • Active invitation 2% - 5% • Visitor-initiated 0.1%
 [source iPerceptions] • Pop-up invitations can harm conversion • Visitor-initiated systems have lower response rate • Probably skew towards complaints How to work with feedback surveys Where and how to ask Horror show invitation HT @JamesGurd
  28. 28. @timlb Everywhere (before conversion) ! For ● Widest range of insight ● Open to non-converters ! Against • Low response • Active invitation 2% - 5% • Visitor-initiated 0.1%
 [source iPerceptions] • Pop-up invitations can harm conversion • Visitor-initiated systems have lower response rate • Probably skew towards complaints How to work with feedback surveys Where and how to ask Horror show invitation HT @JamesGurd
  29. 29. @timlb Everywhere (before conversion) ! For ● Widest range of insight ● Open to non-converters ! Against • Low response • Active invitation 2% - 5% • Visitor-initiated 0.1%
 [source iPerceptions] • Pop-up invitations can harm conversion • Visitor-initiated systems have lower response rate • Probably skew towards complaints How to work with feedback surveys Where and how to ask
  30. 30. @timlb What is the purpose of your visit today? (Choices + “other” box) ! Were you able to complete your task? ! ! Any other comments? How to work with feedback surveys What to ask - mobile style
  31. 31. @timlb How to work with feedback surveys Where and how to ask After conversion For ● No risk to conversion ● Simple embedded form ● Can ask more questions ● Less skewed to complaints:
 learn what people like ● Surprise: will include comments about previous non-conversion visits ● High response • 15% - 35% start survey • 5% - 10% include text comment Against ● Only converters
  32. 32. @timlb How to work with feedback surveys What to ask - post conversion 1 . Net Promoter Question or Customer Effort Score ! 2. Were you able to do everything you wanted to do today? ! 3. Any other comments? ! (If you’re not storing email address with survey also ask for email address if a reply is needed) Net Promoter or NPS® Net Promoter, Net Promoter Score, and NPS are trademarks of Satmetrix Systems, Inc., Bain & Company, Inc., and Fred Reichheld ! “How likely is it that you would recommend this site to a friend or colleague?” Scale 0-10 where 0 is “very unlikely” and 10 is “very likely” ! 0-6 are ‘detractors’ 7-8 are ‘passives’ 9-10 are ‘promoters’ Score = % of ‘promoters’ - % of detractors ! Customer Effort Score “How much effort did you personally have to put forth to handle your request?” ! Scale 1-5 where 1 is “very low effort” and 5 is “very high effort”
  33. 33. @timlb How to work with feedback surveys The Key Process: free text comments No good just browsing comments! ! MUST be systematic ! ● ‘Tag’ according to theme ● Ideally tagging done by same person ● ‘Tagger’ writes a regular report ● Report on trends ● Include ‘verbatim’ sample comments for each point in report ! Get comments from the contact centre too!
  34. 34. @timlb Report in a consistent way Show trends Include relevant verbatim samples How to work with feedback surveys Beware confirmation bias No process = opinion, not data = no insights
  35. 35. @timlb Voice of Customer: 
 Not just about fixing bugs Deeper Understanding people’s language & expectations Matt Lacey from PRWD in an Econsultancy blog on a/b testing: “In one example we saw a lift of 4% in sales across the site for a large European retailer, simply by changing the messages in the USP bar. The key to this test was that the messages that won had come directly from the mouths of customers, from user research prior to developing the hypotheses for the test.” http://bit.ly/Superweek2014USB ! Product Suggestions
 People will ask for new products they expected you to stock
 Competitor Intelligence
 People will compare you to your rivals
  36. 36. @timlb How to work with feedback surveys Integrate with GA • Many systems have features for sending data to GA • Custom dimensions/metrics • Events (Values in standard reports) • Warning: never send Personally Identifiable Information to GA Store anonymous survey-id for session- level analysis… ! Bonus: integrate with session recording Suddenly... ...data about people in GA ! (purpose of visit!)
  37. 37. @timlb Session Recording Real users! Lots of them! ! Vital tip: must be able to search for recordings containing URL ! Tip: SessionCam integrates with GA so you can view sessions from within GA custom report www.sessioncam.com
  38. 38. @timlb Session Recording Real users! Lots of them! ! Vital tip: must be able to search for recordings containing URL ! Tip: SessionCam integrates with GA so you can view sessions from within GA custom report www.sessioncam.com
  39. 39. @timlb Scroll maps, mouse and click maps Aggregate data Quicker top-level view ‘People’ lost in crowd ! ! Top: www.clicktale.com Bottom: www.sessioncam.com
  40. 40. @timlb Go fishing like this Photos: www.simrad.com
  41. 41. @timlb #cboostdk ! Make connections: use clues from one source to drive investigations in another and build insight ! ! Triangulate if you can! Key Point: The Tactic
  42. 42. @timlb #cboostdk
  43. 43. @timlb What else: Usability Tests Moderated Recruit real users Watch them yourself Ask questions Un-moderated Panels usertesting.com whatusersdo.com System only www.openhallway.com Photo: webusability.co.uk Photo: tobii.com userresearch.blog.gov.uk www.gov.uk/service-manual/user-researchers
  44. 44. @timlb #cboostdk If you have addresses for registered users (Definitely NOT in GA!) ! Use agency to profile against standard data ! Often a big surprise: Large groups of people you would not expect ! Assumptions about users change Content of site needs to change What else: Customer Demographics
  45. 45. @timlb GA: what do we know? Where people came from ! Disappearing data: Not provided Dark social (Direct) ! What’s left: Campaigns Sample referrers What they did ! More and more data: Events Enhanced Ecommerce Custom data Data widening ! Who they are? Demographic clues !
  46. 46. @timlb GA: Make Campaigns Work Harder Campaigns are aimed at people ! Make sure GA has data on ‘who’ Tagging Usually structured to suit channel management Try to include data to segment visitors by intent Stage in conversion journey Kind of interest Don’t forget promo/transactional email + paid/unpaid social ! Paid Search Good: Matched Search Query can be goldmine for intent Not so good: Although technically easier to structure around visitors In reality has to be structured around ROI
  47. 47. @timlb GA: Intent - Carmen’s Great Guide Carmen Mardiros Superweek 2014: ! Visitor Intent: Smart clues for understanding customer journeys http://bit.ly/ SuperweekCarmenMardiros
  48. 48. @timlb GA: Behaviour - what people did (Flow reports) (Navigation summary) Content Grouping Site search Landing pages Second page viewed
  49. 49. @timlb GA: Segments and Micro-conversion User segments? Sequence segments ! Micro-conversion goals ! Learn about ‘upper funnel’ research visits ! Use with reverse goal report ! Goals for content areas http://bit.ly/SuperweekCarmenMardiros
  50. 50. @timlb
  51. 51. @timlb View of the Internet from my site Rest of the Internet Facebook Google ! Products Checkout Home Page http://en.wikipedia.org/wiki/View_of_the_World_from_9th_Avenue
  52. 52. @timlb View of the Internet from my site Rest of the Internet Facebook Google ! Products Checkout Home Page http://en.wikipedia.org/wiki/View_of_the_World_from_9th_Avenue Mobile??
  53. 53. @timlb If you can do only one thing… ! Adopt the strategy: think about people ! Then start with one tactic: Ask people - Put a feedback survey on your site Final Key Point: Just one thing Your Agenda Visitor Agenda
  54. 54. @timlb If you can do only one thing… ! Adopt the strategy: think about people ! Then start with one tactic: Ask people - Put a feedback survey on your site Final Key Point: Just one thing Your Agenda Visitor Agenda
  55. 55. @timlb Thank you! Pre-conversion Usual suspects: 4Q - www.iperceptions.com/en/plans-and- pricing/free qualaroo.com www.kampyle.com ! Some others: fluidsurveys.com webengage.com ! Beta/new: www.hotjar.com (session recording too) survicate.com http://www.mayankho.com/ @martijnvv prototype at Measurecamp London ! Enterprise level www.iperceptions.com www.servicetick.com Post-conversion Usual suspects: www.surveygizmo.com www.surveymonkey.com ! Some others: fluidsurveys.com webengage.com ! Beta/new: http://getsatalytics.com/ @DanBarker prototype at Measurecamp London ! General form builders: http://www.wufoo.com http://www.formstack.com ! Enterprise level www.iperceptions.com www.servicetick.com ! ! ! Feedback Systems (just some of them)

×