insider's technology guide to measuring and improving your roi

INSIDER’S TECHNOLOGY GUIDE TO MEASURING AND

IMPROVING YOUR ROICaleb Custer & Dan Leatherman

@calebcuster @danleatherman

Monday, November 12, 12

HELLO.2

I'm Dan.

3Monday, November 12, 12

I'm a Designer.5

Measurement & R.O.I

Essential Methodology1. Who2. What3. When4. Where5. Why

• Designers

• Developers

• Project Managers

• Marketers

• Business Development

• Future Clients

• Current Clients

• Whole Teams

Intuition-Driven(AKA The Designer’s Choice)

Data-Driven(AKA The Engineer’s Choice)

Design Spectrum

Intuition Driven Data Driven

InstinctiveSubjectiveDaring

DeliberateObjective

Safe12

“Radical innovation requires both evidence and intuition: evidence to become informed, and intuition to inspire us in imagining and creating new and better possibilities.”—Jane Fulton Suri, IDEO

Metrics-Driven(AKA The Every-man’s Choice)

Scientific Method

Analytics MeasurementUser Flows

Ideation Wireframes Visuals / Prototypes Launch! Iteration

Click TestsPreference Tests

A/B or Multivariate TestsUsability Testing

Where’s Waldo?

The Number Narrative

⌂ 🔎

“The more users’ expectations prove right, the more they will

feel in control of the system and the more they will like it.”

– Jakob Nielson

UI Fundamentals & Best PracticesBasic Usability

Bad Good

UI Fundamentals & Best PracticesInformation Architecture / Hierarchy

GoodBad25

UI Fundamentals & Best PracticesCall To Actions

GoodBad26

Testing UIFree! $$

PREPAREYOUR DATA

GOOGLE URL BUILDER

TRACK OUTGOING LINKS

MARGIN OF ERRORnormal population: 10% for 96 data points, 5% for 384

HEATMAPS

WHAT DOES HEAT MAPPING TELL US?

• Window to decision making process

• Page scanning/order

• Visualizing data is important to understanding it

HOW SHOULD WESEGMENT USERS?

• Screen size

• Referrer

• Screen size

• Referrer

• Keywords

• Screen size

• Referrer

• Keywords

• New/returning visitor

• Screen size

• Referrer

• Keywords

• New/returning visitor

• Campaign/source

CLICK HEAT

CRAZY EGG

CRAZY EGG•Heat map

CRAZY EGG•Heat map•Scroll map

CRAZY EGG•Heat map•Scroll map•Confetti report & segmenting

CRAZY EGG•Heat map•Scroll map•Confetti report & segmenting•Comparing snapshots

HEATMAP

SCROLLMAP

CONFETTI REPORT

LANDINGPAGES

ROI FACTORS OF LANDING PAGES

• Load time

• Design

• Load time

• Design

• Copy

• Load time

• Design

• Copy

• Call to action

TOOLS:OPTIMIZELY

• A/B Testing

• Multi-variate testing*downside: high traffic needed

TOOLS:OPTIMIZELY

• A/B Testing

• Multi-variate testing*downside: high traffic needed

A/B TESTING

MULTIVARIATE TESTING

ROI FACTORS IN EMAIL:

ROI FACTORS IN EMAIL:• Content

• Subject line• From address• Copy • Offer

ROI FACTORS IN EMAIL:• Content

• Subject line• From address• Copy • Offer

• Design• Specs• Layout/hierarchy• Call to action

LITMUS

A/B TESTING

MOBILEtake a look at your mobile stats

MOBILEuse a mobile template

MOBILEdesign principles for mobile email

MOBILE EMAIL DESIGN

• Single-column layouts that are no wider than 500 to 600 pixels

MOBILE EMAIL DESIGN

• Single-column layouts that are no wider than 500 to 600 pixels• Links and buttons should have a minimum target area of 44 × 44

pixels, as per Apple guidelines.

MOBILE EMAIL DESIGN

pixels, as per Apple guidelines. • The minimum font size displayed on iPhones is 13 pixels.

MOBILE EMAIL DESIGN

pixels, as per Apple guidelines. • The minimum font size displayed on iPhones is 13 pixels.• More than ever, keep your message concise,

MOBILE EMAIL DESIGN

pixels, as per Apple guidelines. • The minimum font size displayed on iPhones is 13 pixels.• More than ever, keep your message concise,• Hide extraneous details in your mobile layout.

OPTIMIZINGFACEBOOK ADS

FACTORS IN FACEBOOKAD ROI

• Targeting

• Image

• Targeting

• Image

• Headline

• Targeting

• Image

• Headline

• Copy

• Targeting

• Image

• Headline

• Copy

• Landing page

SEGMENTED TARGETINGnarrow, segmented targeting is a must

MULTI-VARIATE TESTINGavailable tools: Qwaya

AD ROT?Rotate those ads!

TAGGINGtagging links by campaign/content URLs is a must

EXERCISES

QUESTIONS

A/B TESTS

• Subject line:

• A: Save $10 on New York City Ballet

• B: Save 10% on New York City Ballet

A/B TESTS

• Subject line:

• A: Save $10 on New York City Ballet

• B: Save 10% on New York City Ballet

• Subject line

• A: Yo-Yo Ma $40 tickets available!

• B: Classical Masters Series: Yo-Yo Ma Save 30%63

A/B TESTS

• From address:

• From: info@newworldstages.comSubject: Annual report

• From: Judi Huck judi@newworldstages.comSubject: It’s been a good year for us

A/B TESTS

• From address:

• From: info@newworldstages.comSubject: Annual report

• From: Judi Huck judi@newworldstages.comSubject: It’s been a good year for us

• Call to action:

• A: Great seats still available!

• B: Book now!64

RESOURCES

• ZURB Apps

• Plunk (plunkapp.com)

• Clue (clueapp.com)

• Notable (notableapp.com)

• Verify (verifyapp.com)

• Invision (invisionapp.com)

• Google Analytics (google.com/analytics)

• Gauges (gaug.es)

• Chartbeat (chartbeat.com)

RESOURCES (CONT’D)

• Google URL Builder (http://support.google.com/analytics/bin/answer.py?hl=en&answer=1033867)

• Click Heat (http://www.labsmedia.com/clickheat/index.html)

• ClickTale (clicktale.com)

• Crazy Egg (crazyegg.com)

• Optimizely (optimizely.com)

• Litmus (litmus.com)

IMAGE SOURCES (CC)Slide 2:

Bridge: http://www.flickr.com/photos/jenik/1032573169/

Things Organized Neatly: http://thingsorganizedneatly.tumblr.com/post/29420742974/submission-old-school-deconstruction-givewave

Chemistry Set: http://www.flickr.com/photos/unloveable/2395867186/

Whack-a-mole: http://www.flickr.com/photos/tpapi/2765541278/

The Megahangar: http://www.flickr.com/photos/stuckincustoms/5699183849/

Teeter Totter: http://www.flickr.com/photos/joephotos/748426315/

Brain: http://www.flickr.com/photos/lizhenry/2051224366/Wright: http://www.flickr.com/photos/7726011@N07/3364409856/Supernova: http://www.flickr.com/photos/nasamarshall/6313004758/

Lion King: http://cdn0.hark.com/images/000/006/667/6667/original.0

Where’s Waldo: http://www.flickr.com/photos/jameson42/4353769995/

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