timlb cboostdk

User Centred OptimisationItrsquos 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 would like them to do

httpwwwbryaneisenbergcomhidden-secrets-of-amazon

timlb cboostdk

People Centred OptimisationOptimising the Experience

timlb cboostdk

An inconvenient truth people use phones

timlb cboostdk

An inconvenient truth people use phonespeople will use devices we havenrsquot imaginedhellip

timlb cboostdk

Phone became top device last year

httpbitlytimlbGoogleMobileSearch

timlb cboostdk

Phone became top device last year

httpbitlytimlbGoogleMobileSearch

mcmillanstu

timlb cboostdk

People use phones differentlyhellip

httpbitlytimlbGoogleMobileSearch

timlb cboostdk

The world as seen by the record industry (1993 style)

timlb

The hope

ldquoHalf the money I spent on advertising is wastedhelliprdquo The web held out such promise

Built by people who were used to data

And we could track lsquoeverythingrsquo

So much better than off-line

We seized on this valuable idea

and used it to build an industry

timlb

The Analytics Arms Racehellip

ldquoIf we just had more datardquo 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 lsquoUserrsquo segments Sequence segments (User id tracking)

timlb

The Analytics Arms Racehellip

ldquoIf we just had more datardquo 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 lsquoUserrsquo segments Sequence segments (User id tracking) hellipchasing rainbows

timlb

Buthellip The tools forget about the people

Classic example Tools optimise emails for what tools measure lsquoOpensrsquo and lsquoclicksrsquo We CAN optimise for peoplevalue with hold-out tests (But the easy metrics are in the reports and testing is extra work Sohellip)

timlb

Conversion rate also flawedhellip

Not conversions real person Not even conversions unique visitors GA Conversion rate = conversions ldquosessionsrdquo

httpwwwkaushiknetavinashuniversal-analytics-implementation-tips-strategy-tactics

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

httpwwwbryaneisenbergcomhidden-secrets-of-amazon

timlb cboostdk

People Centred OptimisationOptimising the Experience

timlb cboostdk

An inconvenient truth people use phones

timlb cboostdk

An inconvenient truth people use phonespeople will use devices we havenrsquot imaginedhellip

timlb cboostdk

Phone became top device last year

httpbitlytimlbGoogleMobileSearch

timlb cboostdk

Phone became top device last year

httpbitlytimlbGoogleMobileSearch

mcmillanstu

timlb cboostdk

People use phones differentlyhellip

httpbitlytimlbGoogleMobileSearch

timlb cboostdk

The world as seen by the record industry (1993 style)

timlb

The hope

ldquoHalf the money I spent on advertising is wastedhelliprdquo The web held out such promise

Built by people who were used to data

And we could track lsquoeverythingrsquo

So much better than off-line

We seized on this valuable idea

and used it to build an industry

timlb

The Analytics Arms Racehellip

ldquoIf we just had more datardquo 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 lsquoUserrsquo segments Sequence segments (User id tracking)

timlb

The Analytics Arms Racehellip

ldquoIf we just had more datardquo 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 lsquoUserrsquo segments Sequence segments (User id tracking) hellipchasing rainbows

timlb

Buthellip The tools forget about the people

Classic example Tools optimise emails for what tools measure lsquoOpensrsquo and lsquoclicksrsquo We CAN optimise for peoplevalue with hold-out tests (But the easy metrics are in the reports and testing is extra work Sohellip)

timlb

Conversion rate also flawedhellip

Not conversions real person Not even conversions unique visitors GA Conversion rate = conversions ldquosessionsrdquo

httpwwwkaushiknetavinashuniversal-analytics-implementation-tips-strategy-tactics

timlb cboostdk

People Centred OptimisationOptimising the Experience

timlb cboostdk

An inconvenient truth people use phones

timlb cboostdk

An inconvenient truth people use phonespeople will use devices we havenrsquot imaginedhellip

timlb cboostdk

Phone became top device last year

httpbitlytimlbGoogleMobileSearch

timlb cboostdk

Phone became top device last year

httpbitlytimlbGoogleMobileSearch

mcmillanstu

timlb cboostdk

People use phones differentlyhellip

httpbitlytimlbGoogleMobileSearch

timlb cboostdk

The world as seen by the record industry (1993 style)

timlb

The hope

ldquoHalf the money I spent on advertising is wastedhelliprdquo The web held out such promise

Built by people who were used to data

And we could track lsquoeverythingrsquo

So much better than off-line

We seized on this valuable idea

and used it to build an industry

timlb

The Analytics Arms Racehellip

ldquoIf we just had more datardquo 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 lsquoUserrsquo segments Sequence segments (User id tracking)

timlb

The Analytics Arms Racehellip

ldquoIf we just had more datardquo 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 lsquoUserrsquo segments Sequence segments (User id tracking) hellipchasing rainbows

timlb

Buthellip The tools forget about the people

Classic example Tools optimise emails for what tools measure lsquoOpensrsquo and lsquoclicksrsquo We CAN optimise for peoplevalue with hold-out tests (But the easy metrics are in the reports and testing is extra work Sohellip)

timlb

Conversion rate also flawedhellip

Not conversions real person Not even conversions unique visitors GA Conversion rate = conversions ldquosessionsrdquo

httpwwwkaushiknetavinashuniversal-analytics-implementation-tips-strategy-tactics

timlb cboostdk

An inconvenient truth people use phones

timlb cboostdk

An inconvenient truth people use phonespeople will use devices we havenrsquot imaginedhellip

timlb cboostdk

Phone became top device last year

httpbitlytimlbGoogleMobileSearch

timlb cboostdk

Phone became top device last year

httpbitlytimlbGoogleMobileSearch

mcmillanstu

timlb cboostdk

People use phones differentlyhellip

httpbitlytimlbGoogleMobileSearch

timlb cboostdk

The world as seen by the record industry (1993 style)

timlb

The hope

ldquoHalf the money I spent on advertising is wastedhelliprdquo The web held out such promise

Built by people who were used to data

And we could track lsquoeverythingrsquo

So much better than off-line

We seized on this valuable idea

and used it to build an industry

timlb

The Analytics Arms Racehellip

ldquoIf we just had more datardquo 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 lsquoUserrsquo segments Sequence segments (User id tracking)

timlb

The Analytics Arms Racehellip

ldquoIf we just had more datardquo 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 lsquoUserrsquo segments Sequence segments (User id tracking) hellipchasing rainbows

timlb

Buthellip The tools forget about the people

Classic example Tools optimise emails for what tools measure lsquoOpensrsquo and lsquoclicksrsquo We CAN optimise for peoplevalue with hold-out tests (But the easy metrics are in the reports and testing is extra work Sohellip)

timlb

Conversion rate also flawedhellip

Not conversions real person Not even conversions unique visitors GA Conversion rate = conversions ldquosessionsrdquo

httpwwwkaushiknetavinashuniversal-analytics-implementation-tips-strategy-tactics

timlb cboostdk

An inconvenient truth people use phonespeople will use devices we havenrsquot imaginedhellip

timlb cboostdk

Phone became top device last year

httpbitlytimlbGoogleMobileSearch

timlb cboostdk

Phone became top device last year

httpbitlytimlbGoogleMobileSearch

mcmillanstu

timlb cboostdk

People use phones differentlyhellip

httpbitlytimlbGoogleMobileSearch

timlb cboostdk

The world as seen by the record industry (1993 style)

timlb

The hope

ldquoHalf the money I spent on advertising is wastedhelliprdquo The web held out such promise

Built by people who were used to data

And we could track lsquoeverythingrsquo

So much better than off-line

We seized on this valuable idea

and used it to build an industry

timlb

The Analytics Arms Racehellip

ldquoIf we just had more datardquo 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 lsquoUserrsquo segments Sequence segments (User id tracking)

timlb

The Analytics Arms Racehellip

ldquoIf we just had more datardquo 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 lsquoUserrsquo segments Sequence segments (User id tracking) hellipchasing rainbows

timlb

Buthellip The tools forget about the people

Classic example Tools optimise emails for what tools measure lsquoOpensrsquo and lsquoclicksrsquo We CAN optimise for peoplevalue with hold-out tests (But the easy metrics are in the reports and testing is extra work Sohellip)

timlb

Conversion rate also flawedhellip

Not conversions real person Not even conversions unique visitors GA Conversion rate = conversions ldquosessionsrdquo

httpwwwkaushiknetavinashuniversal-analytics-implementation-tips-strategy-tactics

timlb cboostdk

Phone became top device last year

httpbitlytimlbGoogleMobileSearch

timlb cboostdk

Phone became top device last year

httpbitlytimlbGoogleMobileSearch

mcmillanstu

timlb cboostdk

People use phones differentlyhellip

httpbitlytimlbGoogleMobileSearch

timlb cboostdk

The world as seen by the record industry (1993 style)

timlb

The hope

ldquoHalf the money I spent on advertising is wastedhelliprdquo The web held out such promise

Built by people who were used to data

And we could track lsquoeverythingrsquo

So much better than off-line

We seized on this valuable idea

and used it to build an industry

timlb

The Analytics Arms Racehellip

ldquoIf we just had more datardquo 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 lsquoUserrsquo segments Sequence segments (User id tracking)

timlb

The Analytics Arms Racehellip

ldquoIf we just had more datardquo 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 lsquoUserrsquo segments Sequence segments (User id tracking) hellipchasing rainbows

timlb

Buthellip The tools forget about the people

Classic example Tools optimise emails for what tools measure lsquoOpensrsquo and lsquoclicksrsquo We CAN optimise for peoplevalue with hold-out tests (But the easy metrics are in the reports and testing is extra work Sohellip)

timlb

Conversion rate also flawedhellip

Not conversions real person Not even conversions unique visitors GA Conversion rate = conversions ldquosessionsrdquo

httpwwwkaushiknetavinashuniversal-analytics-implementation-tips-strategy-tactics

timlb cboostdk

Phone became top device last year

httpbitlytimlbGoogleMobileSearch

mcmillanstu

timlb cboostdk

People use phones differentlyhellip

httpbitlytimlbGoogleMobileSearch

timlb cboostdk

The world as seen by the record industry (1993 style)

timlb

The hope

ldquoHalf the money I spent on advertising is wastedhelliprdquo The web held out such promise

Built by people who were used to data

And we could track lsquoeverythingrsquo

So much better than off-line

We seized on this valuable idea

and used it to build an industry

timlb

The Analytics Arms Racehellip

ldquoIf we just had more datardquo 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 lsquoUserrsquo segments Sequence segments (User id tracking)

timlb

The Analytics Arms Racehellip

ldquoIf we just had more datardquo 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 lsquoUserrsquo segments Sequence segments (User id tracking) hellipchasing rainbows

timlb

Buthellip The tools forget about the people

Classic example Tools optimise emails for what tools measure lsquoOpensrsquo and lsquoclicksrsquo We CAN optimise for peoplevalue with hold-out tests (But the easy metrics are in the reports and testing is extra work Sohellip)

timlb

Conversion rate also flawedhellip

Not conversions real person Not even conversions unique visitors GA Conversion rate = conversions ldquosessionsrdquo

httpwwwkaushiknetavinashuniversal-analytics-implementation-tips-strategy-tactics

timlb cboostdk

People use phones differentlyhellip

httpbitlytimlbGoogleMobileSearch

timlb cboostdk

The world as seen by the record industry (1993 style)

timlb

The hope

ldquoHalf the money I spent on advertising is wastedhelliprdquo The web held out such promise

Built by people who were used to data

And we could track lsquoeverythingrsquo

So much better than off-line

We seized on this valuable idea

and used it to build an industry

timlb

The Analytics Arms Racehellip

ldquoIf we just had more datardquo 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 lsquoUserrsquo segments Sequence segments (User id tracking)

timlb

The Analytics Arms Racehellip

ldquoIf we just had more datardquo 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 lsquoUserrsquo segments Sequence segments (User id tracking) hellipchasing rainbows

timlb

Buthellip The tools forget about the people

Classic example Tools optimise emails for what tools measure lsquoOpensrsquo and lsquoclicksrsquo We CAN optimise for peoplevalue with hold-out tests (But the easy metrics are in the reports and testing is extra work Sohellip)

timlb

Conversion rate also flawedhellip

Not conversions real person Not even conversions unique visitors GA Conversion rate = conversions ldquosessionsrdquo

httpwwwkaushiknetavinashuniversal-analytics-implementation-tips-strategy-tactics

timlb cboostdk

The world as seen by the record industry (1993 style)

timlb

The hope

ldquoHalf the money I spent on advertising is wastedhelliprdquo The web held out such promise

Built by people who were used to data

And we could track lsquoeverythingrsquo

So much better than off-line

We seized on this valuable idea

and used it to build an industry

timlb

The Analytics Arms Racehellip

ldquoIf we just had more datardquo 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 lsquoUserrsquo segments Sequence segments (User id tracking)

timlb

The Analytics Arms Racehellip

ldquoIf we just had more datardquo 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 lsquoUserrsquo segments Sequence segments (User id tracking) hellipchasing rainbows

timlb

Buthellip The tools forget about the people

Classic example Tools optimise emails for what tools measure lsquoOpensrsquo and lsquoclicksrsquo We CAN optimise for peoplevalue with hold-out tests (But the easy metrics are in the reports and testing is extra work Sohellip)

timlb

Conversion rate also flawedhellip

Not conversions real person Not even conversions unique visitors GA Conversion rate = conversions ldquosessionsrdquo

httpwwwkaushiknetavinashuniversal-analytics-implementation-tips-strategy-tactics

timlb

The hope

ldquoHalf the money I spent on advertising is wastedhelliprdquo The web held out such promise

Built by people who were used to data

And we could track lsquoeverythingrsquo

So much better than off-line

We seized on this valuable idea

and used it to build an industry

timlb

The Analytics Arms Racehellip

ldquoIf we just had more datardquo 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 lsquoUserrsquo segments Sequence segments (User id tracking)

timlb

The Analytics Arms Racehellip

ldquoIf we just had more datardquo 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 lsquoUserrsquo segments Sequence segments (User id tracking) hellipchasing rainbows

timlb

Buthellip The tools forget about the people

Classic example Tools optimise emails for what tools measure lsquoOpensrsquo and lsquoclicksrsquo We CAN optimise for peoplevalue with hold-out tests (But the easy metrics are in the reports and testing is extra work Sohellip)

timlb

Conversion rate also flawedhellip

Not conversions real person Not even conversions unique visitors GA Conversion rate = conversions ldquosessionsrdquo

httpwwwkaushiknetavinashuniversal-analytics-implementation-tips-strategy-tactics

timlb

The Analytics Arms Racehellip

ldquoIf we just had more datardquo 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 lsquoUserrsquo segments Sequence segments (User id tracking)

timlb

The Analytics Arms Racehellip

ldquoIf we just had more datardquo 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 lsquoUserrsquo segments Sequence segments (User id tracking) hellipchasing rainbows

timlb

Buthellip The tools forget about the people

Classic example Tools optimise emails for what tools measure lsquoOpensrsquo and lsquoclicksrsquo We CAN optimise for peoplevalue with hold-out tests (But the easy metrics are in the reports and testing is extra work Sohellip)

timlb

Conversion rate also flawedhellip

Not conversions real person Not even conversions unique visitors GA Conversion rate = conversions ldquosessionsrdquo

httpwwwkaushiknetavinashuniversal-analytics-implementation-tips-strategy-tactics

timlb

The Analytics Arms Racehellip

ldquoIf we just had more datardquo 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 lsquoUserrsquo segments Sequence segments (User id tracking) hellipchasing rainbows

timlb

Buthellip The tools forget about the people

Classic example Tools optimise emails for what tools measure lsquoOpensrsquo and lsquoclicksrsquo We CAN optimise for peoplevalue with hold-out tests (But the easy metrics are in the reports and testing is extra work Sohellip)

timlb

Conversion rate also flawedhellip

Not conversions real person Not even conversions unique visitors GA Conversion rate = conversions ldquosessionsrdquo

httpwwwkaushiknetavinashuniversal-analytics-implementation-tips-strategy-tactics

timlb

Buthellip The tools forget about the people

Classic example Tools optimise emails for what tools measure lsquoOpensrsquo and lsquoclicksrsquo We CAN optimise for peoplevalue with hold-out tests (But the easy metrics are in the reports and testing is extra work Sohellip)

timlb

Conversion rate also flawedhellip

Not conversions real person Not even conversions unique visitors GA Conversion rate = conversions ldquosessionsrdquo

httpwwwkaushiknetavinashuniversal-analytics-implementation-tips-strategy-tactics

timlb

Conversion rate also flawedhellip

Not conversions real person Not even conversions unique visitors GA Conversion rate = conversions ldquosessionsrdquo

httpwwwkaushiknetavinashuniversal-analytics-implementation-tips-strategy-tactics

timlb

And so are sessions or visits

30 minute time out arbitrary convention httpwwwsimoahavacomanalyticsthe-schema-conspiracy

Look at your own data

Funnel entrances on impossible pages ldquoReturningrdquo visits on the same day

httpbitlytimlbGaSegmentSameDayTransaction

timlb

Meanwhileldquo$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 donrsquot deliverrdquo - Chris Risdon of Adaptive Path

cited by Gerry McGovern January 2015 httpwwwgerrymcgoverncomnew-thinkingadvertising-and-marketing-are-broken-how-do-we-fix-them

timlb

Meanwhileldquo$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 donrsquot deliverrdquo - Chris Risdon of Adaptive Path

cited by Gerry McGovern January 2015 httpwwwgerrymcgoverncomnew-thinkingadvertising-and-marketing-are-broken-how-do-we-fix-them

timlb

Suggestion re-balance effort

Spend more time trying to understand our users as people

Look for the ldquowhyrdquo as well as the ldquowhatrdquo

Find out what people are trying to do

Learn whatrsquos stopping them doing it

Re-balance some of the $40 billion from advertising to the $5

billion for lsquoservice designrsquo

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

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

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

timlb

Donrsquot just go fishing

Photo Karwik httpswwwflickrcomphotoskarwik

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

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

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

timlb

Donrsquot just go fishing

Photo Karwik httpswwwflickrcomphotoskarwik

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

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

timlb

Donrsquot just go fishing

Photo Karwik httpswwwflickrcomphotoskarwik

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

timlb

Donrsquot just go fishing

Photo Karwik httpswwwflickrcomphotoskarwik

timlb

Donrsquot just go fishing

Photo Karwik httpswwwflickrcomphotoskarwik

timlb

Ok what do we know about people

timlb

Who are the people on our sites

Personas If you donrsquot use personas time to start If you do use personas do you find them in GA httpswwwinteraction-designorgencyclopediapersonashtml httpwwwbryaneisenbergcompersonas-magic-behind-mirror

timlb

Who are the people on our sites

Personas If you donrsquot use personas time to start If you do use personas do you find them in GA httpswwwinteraction-designorgencyclopediapersonashtml httpwwwbryaneisenbergcompersonas-magic-behind-mirror

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 amp Click maps Session recordings Customer file demographics

timlb cboostdk

Top Priority Voice of Visitor

Let your visitors tell you What they want

What to fix

httpbitlytimsurveys

timlb cboostdk

Top Priority Voice of Visitor

Let your visitors tell you What they want

What to fix

httpbitlytimsurveys

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

timlb

Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response

bull Active invitation 2 - 5 bull Visitor-initiated 01

[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response

rate bull Probably skew towards complaints

How to work with feedback surveys

Where and how to ask

Horror show invitation HT JamesGurd

timlb

Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response

bull Active invitation 2 - 5 bull Visitor-initiated 01

[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response

rate bull Probably skew towards complaints

How to work with feedback surveys

Where and how to ask

Horror show invitation HT JamesGurd

timlb

Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response

bull Active invitation 2 - 5 bull Visitor-initiated 01

[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response

rate bull Probably skew towards complaints

How to work with feedback surveys

Where and how to ask

timlb

What is the purpose of your visit today (Choices + ldquootherrdquo box)

Were you able to complete your task

Any other comments

How to work with feedback surveys

What to ask - mobile style

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

bull 15 - 35 start survey bull 5 - 10 include text comment

Against Only converters

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 yoursquore not storing email address with survey also ask for email address if a reply is needed)

Net Promoter or NPSreg Net Promoter Net Promoter Score and NPS are trademarks of Satmetrix Systems Inc Bain amp Company Inc and Fred Reichheld ldquoHow likely is it that you would recommend this site to a friend or colleaguerdquo Scale 0-10 where 0 is ldquovery unlikelyrdquo and 10 is ldquovery likelyrdquo 0-6 are lsquodetractorsrsquo 7-8 are lsquopassivesrsquo 9-10 are lsquopromotersrsquo Score = of lsquopromotersrsquo - of detractors Customer Effort Score ldquoHow much effort did you personally have to put forth to handle your requestrdquo Scale 1-5 where 1 is ldquovery low effortrdquo and 5 is ldquovery high effortrdquo

timlb

How to work with feedback surveys

The Key Process free text comments

No good just browsing comments MUST be systematic

lsquoTagrsquo according to theme Ideally tagging done by same person lsquoTaggerrsquo writes a regular report Report on trends Include lsquoverbatimrsquo sample comments for each

point in report Get comments from the contact centre too

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

timlb

Voice of Customer Not just about fixing bugs

Deeper Understanding peoplersquos language amp expectations Matt Lacey from PRWD in an Econsultancy blog on ab testing

ldquoIn 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 testrdquo httpbitlySuperweek2014USB

Product SuggestionsPeople will ask for new products they expected you to stock

Competitor IntelligencePeople will compare you to your rivals

timlb

Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response

bull Active invitation 2 - 5 bull Visitor-initiated 01

[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response

rate bull Probably skew towards complaints

How to work with feedback surveys

Where and how to ask

Horror show invitation HT JamesGurd

timlb

Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response

bull Active invitation 2 - 5 bull Visitor-initiated 01

[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response

rate bull Probably skew towards complaints

How to work with feedback surveys

Where and how to ask

Horror show invitation HT JamesGurd

timlb

Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response

bull Active invitation 2 - 5 bull Visitor-initiated 01

[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response

rate bull Probably skew towards complaints

How to work with feedback surveys

Where and how to ask

timlb

What is the purpose of your visit today (Choices + ldquootherrdquo box)

Were you able to complete your task

Any other comments

How to work with feedback surveys

What to ask - mobile style

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

bull 15 - 35 start survey bull 5 - 10 include text comment

Against Only converters

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 yoursquore not storing email address with survey also ask for email address if a reply is needed)

Net Promoter or NPSreg Net Promoter Net Promoter Score and NPS are trademarks of Satmetrix Systems Inc Bain amp Company Inc and Fred Reichheld ldquoHow likely is it that you would recommend this site to a friend or colleaguerdquo Scale 0-10 where 0 is ldquovery unlikelyrdquo and 10 is ldquovery likelyrdquo 0-6 are lsquodetractorsrsquo 7-8 are lsquopassivesrsquo 9-10 are lsquopromotersrsquo Score = of lsquopromotersrsquo - of detractors Customer Effort Score ldquoHow much effort did you personally have to put forth to handle your requestrdquo Scale 1-5 where 1 is ldquovery low effortrdquo and 5 is ldquovery high effortrdquo

timlb

How to work with feedback surveys

The Key Process free text comments

No good just browsing comments MUST be systematic

lsquoTagrsquo according to theme Ideally tagging done by same person lsquoTaggerrsquo writes a regular report Report on trends Include lsquoverbatimrsquo sample comments for each

point in report Get comments from the contact centre too

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

timlb

Voice of Customer Not just about fixing bugs

Deeper Understanding peoplersquos language amp expectations Matt Lacey from PRWD in an Econsultancy blog on ab testing

ldquoIn 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 testrdquo httpbitlySuperweek2014USB

Product SuggestionsPeople will ask for new products they expected you to stock

Competitor IntelligencePeople will compare you to your rivals

timlb

Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response

bull Active invitation 2 - 5 bull Visitor-initiated 01

[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response

rate bull Probably skew towards complaints

How to work with feedback surveys

Where and how to ask

Horror show invitation HT JamesGurd

timlb

Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response

bull Active invitation 2 - 5 bull Visitor-initiated 01

[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response

rate bull Probably skew towards complaints

How to work with feedback surveys

Where and how to ask

timlb

What is the purpose of your visit today (Choices + ldquootherrdquo box)

Were you able to complete your task

Any other comments

How to work with feedback surveys

What to ask - mobile style

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

bull 15 - 35 start survey bull 5 - 10 include text comment

Against Only converters

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 yoursquore not storing email address with survey also ask for email address if a reply is needed)

Net Promoter or NPSreg Net Promoter Net Promoter Score and NPS are trademarks of Satmetrix Systems Inc Bain amp Company Inc and Fred Reichheld ldquoHow likely is it that you would recommend this site to a friend or colleaguerdquo Scale 0-10 where 0 is ldquovery unlikelyrdquo and 10 is ldquovery likelyrdquo 0-6 are lsquodetractorsrsquo 7-8 are lsquopassivesrsquo 9-10 are lsquopromotersrsquo Score = of lsquopromotersrsquo - of detractors Customer Effort Score ldquoHow much effort did you personally have to put forth to handle your requestrdquo Scale 1-5 where 1 is ldquovery low effortrdquo and 5 is ldquovery high effortrdquo

timlb

How to work with feedback surveys

The Key Process free text comments

No good just browsing comments MUST be systematic

lsquoTagrsquo according to theme Ideally tagging done by same person lsquoTaggerrsquo writes a regular report Report on trends Include lsquoverbatimrsquo sample comments for each

point in report Get comments from the contact centre too

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

timlb

Voice of Customer Not just about fixing bugs

Deeper Understanding peoplersquos language amp expectations Matt Lacey from PRWD in an Econsultancy blog on ab testing

ldquoIn 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 testrdquo httpbitlySuperweek2014USB

Product SuggestionsPeople will ask for new products they expected you to stock

Competitor IntelligencePeople will compare you to your rivals

timlb

Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response

bull Active invitation 2 - 5 bull Visitor-initiated 01

[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response

rate bull Probably skew towards complaints

How to work with feedback surveys

Where and how to ask

timlb

What is the purpose of your visit today (Choices + ldquootherrdquo box)

Were you able to complete your task

Any other comments

How to work with feedback surveys

What to ask - mobile style

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

bull 15 - 35 start survey bull 5 - 10 include text comment

Against Only converters

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 yoursquore not storing email address with survey also ask for email address if a reply is needed)

Net Promoter or NPSreg Net Promoter Net Promoter Score and NPS are trademarks of Satmetrix Systems Inc Bain amp Company Inc and Fred Reichheld ldquoHow likely is it that you would recommend this site to a friend or colleaguerdquo Scale 0-10 where 0 is ldquovery unlikelyrdquo and 10 is ldquovery likelyrdquo 0-6 are lsquodetractorsrsquo 7-8 are lsquopassivesrsquo 9-10 are lsquopromotersrsquo Score = of lsquopromotersrsquo - of detractors Customer Effort Score ldquoHow much effort did you personally have to put forth to handle your requestrdquo Scale 1-5 where 1 is ldquovery low effortrdquo and 5 is ldquovery high effortrdquo

timlb

How to work with feedback surveys

The Key Process free text comments

No good just browsing comments MUST be systematic

lsquoTagrsquo according to theme Ideally tagging done by same person lsquoTaggerrsquo writes a regular report Report on trends Include lsquoverbatimrsquo sample comments for each

point in report Get comments from the contact centre too

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

timlb

Voice of Customer Not just about fixing bugs

Deeper Understanding peoplersquos language amp expectations Matt Lacey from PRWD in an Econsultancy blog on ab testing

ldquoIn 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 testrdquo httpbitlySuperweek2014USB

Product SuggestionsPeople will ask for new products they expected you to stock

Competitor IntelligencePeople will compare you to your rivals

timlb

What is the purpose of your visit today (Choices + ldquootherrdquo box)

Were you able to complete your task

Any other comments

How to work with feedback surveys

What to ask - mobile style

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

bull 15 - 35 start survey bull 5 - 10 include text comment

Against Only converters

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 yoursquore not storing email address with survey also ask for email address if a reply is needed)

Net Promoter or NPSreg Net Promoter Net Promoter Score and NPS are trademarks of Satmetrix Systems Inc Bain amp Company Inc and Fred Reichheld ldquoHow likely is it that you would recommend this site to a friend or colleaguerdquo Scale 0-10 where 0 is ldquovery unlikelyrdquo and 10 is ldquovery likelyrdquo 0-6 are lsquodetractorsrsquo 7-8 are lsquopassivesrsquo 9-10 are lsquopromotersrsquo Score = of lsquopromotersrsquo - of detractors Customer Effort Score ldquoHow much effort did you personally have to put forth to handle your requestrdquo Scale 1-5 where 1 is ldquovery low effortrdquo and 5 is ldquovery high effortrdquo

timlb

How to work with feedback surveys

The Key Process free text comments

No good just browsing comments MUST be systematic

lsquoTagrsquo according to theme Ideally tagging done by same person lsquoTaggerrsquo writes a regular report Report on trends Include lsquoverbatimrsquo sample comments for each

point in report Get comments from the contact centre too

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

timlb

Voice of Customer Not just about fixing bugs

Deeper Understanding peoplersquos language amp expectations Matt Lacey from PRWD in an Econsultancy blog on ab testing

ldquoIn 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 testrdquo httpbitlySuperweek2014USB

Product SuggestionsPeople will ask for new products they expected you to stock

Competitor IntelligencePeople will compare you to your rivals

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

bull 15 - 35 start survey bull 5 - 10 include text comment

Against Only converters

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 yoursquore not storing email address with survey also ask for email address if a reply is needed)

Net Promoter or NPSreg Net Promoter Net Promoter Score and NPS are trademarks of Satmetrix Systems Inc Bain amp Company Inc and Fred Reichheld ldquoHow likely is it that you would recommend this site to a friend or colleaguerdquo Scale 0-10 where 0 is ldquovery unlikelyrdquo and 10 is ldquovery likelyrdquo 0-6 are lsquodetractorsrsquo 7-8 are lsquopassivesrsquo 9-10 are lsquopromotersrsquo Score = of lsquopromotersrsquo - of detractors Customer Effort Score ldquoHow much effort did you personally have to put forth to handle your requestrdquo Scale 1-5 where 1 is ldquovery low effortrdquo and 5 is ldquovery high effortrdquo

timlb

How to work with feedback surveys

The Key Process free text comments

No good just browsing comments MUST be systematic

lsquoTagrsquo according to theme Ideally tagging done by same person lsquoTaggerrsquo writes a regular report Report on trends Include lsquoverbatimrsquo sample comments for each

point in report Get comments from the contact centre too

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

timlb

Voice of Customer Not just about fixing bugs

Deeper Understanding peoplersquos language amp expectations Matt Lacey from PRWD in an Econsultancy blog on ab testing

ldquoIn 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 testrdquo httpbitlySuperweek2014USB

Product SuggestionsPeople will ask for new products they expected you to stock

Competitor IntelligencePeople will compare you to your rivals

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 yoursquore not storing email address with survey also ask for email address if a reply is needed)

Net Promoter or NPSreg Net Promoter Net Promoter Score and NPS are trademarks of Satmetrix Systems Inc Bain amp Company Inc and Fred Reichheld ldquoHow likely is it that you would recommend this site to a friend or colleaguerdquo Scale 0-10 where 0 is ldquovery unlikelyrdquo and 10 is ldquovery likelyrdquo 0-6 are lsquodetractorsrsquo 7-8 are lsquopassivesrsquo 9-10 are lsquopromotersrsquo Score = of lsquopromotersrsquo - of detractors Customer Effort Score ldquoHow much effort did you personally have to put forth to handle your requestrdquo Scale 1-5 where 1 is ldquovery low effortrdquo and 5 is ldquovery high effortrdquo

timlb

How to work with feedback surveys

The Key Process free text comments

No good just browsing comments MUST be systematic

lsquoTagrsquo according to theme Ideally tagging done by same person lsquoTaggerrsquo writes a regular report Report on trends Include lsquoverbatimrsquo sample comments for each

point in report Get comments from the contact centre too

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

timlb

Voice of Customer Not just about fixing bugs

Deeper Understanding peoplersquos language amp expectations Matt Lacey from PRWD in an Econsultancy blog on ab testing

ldquoIn 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 testrdquo httpbitlySuperweek2014USB

Product SuggestionsPeople will ask for new products they expected you to stock

Competitor IntelligencePeople will compare you to your rivals

timlb

How to work with feedback surveys

The Key Process free text comments

No good just browsing comments MUST be systematic

lsquoTagrsquo according to theme Ideally tagging done by same person lsquoTaggerrsquo writes a regular report Report on trends Include lsquoverbatimrsquo sample comments for each

point in report Get comments from the contact centre too

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

timlb

Voice of Customer Not just about fixing bugs

Deeper Understanding peoplersquos language amp expectations Matt Lacey from PRWD in an Econsultancy blog on ab testing

ldquoIn 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 testrdquo httpbitlySuperweek2014USB

Product SuggestionsPeople will ask for new products they expected you to stock

Competitor IntelligencePeople will compare you to your rivals

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

timlb

Voice of Customer Not just about fixing bugs

Deeper Understanding peoplersquos language amp expectations Matt Lacey from PRWD in an Econsultancy blog on ab testing

ldquoIn 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 testrdquo httpbitlySuperweek2014USB

Product SuggestionsPeople will ask for new products they expected you to stock

Competitor IntelligencePeople will compare you to your rivals

timlb

Voice of Customer Not just about fixing bugs

Deeper Understanding peoplersquos language amp expectations Matt Lacey from PRWD in an Econsultancy blog on ab testing

ldquoIn 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 testrdquo httpbitlySuperweek2014USB

Product SuggestionsPeople will ask for new products they expected you to stock

Competitor IntelligencePeople will compare you to your rivals

timlb

How to work with feedback surveys

Integrate with GA

bull Many systems have features for sending data to GA

bull Custom dimensionsmetrics bull Events (Values in standard reports)

bull Warning never send Personally Identifiable Information to GA

Store anonymous survey-id for session-level analysishellip Bonus integrate with session recording

Suddenly data about people in GA

(purpose of visit)

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

wwwsessioncamcom

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

wwwsessioncamcom

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

wwwsessioncamcom

timlb

Scroll maps mouse and click maps

Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd

Top wwwclicktalecom Bottom wwwsessioncamcom

timlb

Go fishing like this

Photos wwwsimradcom

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

timlb cboostdk

timlb

What else Usability Tests

Moderated Recruit real users Watch them yourself Ask questions

Un-moderated Panels

usertestingcom whatusersdocom

System only wwwopenhallwaycom

Photo webusabilitycouk

Photo tobiicom

userresearchbloggovuk wwwgovukservice-manualuser-researchers

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

timlb cboostdk

timlb

What else Usability Tests

Moderated Recruit real users Watch them yourself Ask questions

Un-moderated Panels

usertestingcom whatusersdocom

System only wwwopenhallwaycom

Photo webusabilitycouk

Photo tobiicom

userresearchbloggovuk wwwgovukservice-manualuser-researchers

timlb cboostdk

timlb

What else Usability Tests

Moderated Recruit real users Watch them yourself Ask questions

Un-moderated Panels

usertestingcom whatusersdocom

System only wwwopenhallwaycom

Photo webusabilitycouk

Photo tobiicom

userresearchbloggovuk wwwgovukservice-manualuser-researchers

timlb

What else Usability Tests

Moderated Recruit real users Watch them yourself Ask questions

Un-moderated Panels

usertestingcom whatusersdocom

System only wwwopenhallwaycom

Photo webusabilitycouk

Photo tobiicom

userresearchbloggovuk wwwgovukservice-manualuser-researchers

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

timlb

GA what do we know

Where people came from Disappearing data

Not provided Dark social (Direct)

Whatrsquos left Campaigns Sample referrers

What they did More and more data

Events Enhanced Ecommerce Custom data Data widening

Who they are Demographic clues

timlb

GA Make Campaigns Work Harder

Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent

Stage in conversion journey Kind of interest

Donrsquot forget promotransactional email + paidunpaid 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

timlb

GA Intent - Carmenrsquos Great Guide

Carmen Mardiros Superweek 2014 Visitor Intent Smart clues for understanding customer journeys

httpbitlySuperweekCarmenMardiros

timlb

GA what do we know

Where people came from Disappearing data

Not provided Dark social (Direct)

Whatrsquos left Campaigns Sample referrers

What they did More and more data

Events Enhanced Ecommerce Custom data Data widening

Who they are Demographic clues

timlb

GA Make Campaigns Work Harder

Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent

Stage in conversion journey Kind of interest

Donrsquot forget promotransactional email + paidunpaid 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

timlb

GA Intent - Carmenrsquos Great Guide

Carmen Mardiros Superweek 2014 Visitor Intent Smart clues for understanding customer journeys

httpbitlySuperweekCarmenMardiros

timlb

GA Make Campaigns Work Harder

Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent

Stage in conversion journey Kind of interest

Donrsquot forget promotransactional email + paidunpaid 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

timlb

GA Intent - Carmenrsquos Great Guide

Carmen Mardiros Superweek 2014 Visitor Intent Smart clues for understanding customer journeys

httpbitlySuperweekCarmenMardiros

timlb

GA Intent - Carmenrsquos Great Guide

Carmen Mardiros Superweek 2014 Visitor Intent Smart clues for understanding customer journeys

httpbitlySuperweekCarmenMardiros

timlb

GA Behaviour - what people did

(Flow reports) (Navigation summary) Content Grouping

Site search Landing pages Second page viewed

timlb

GA Segments and Micro-conversion

User segments Sequence segments

Micro-conversion goals

Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas

httpbitlySuperweekCarmenMardiros

timlb

GA Segments and Micro-conversion

User segments Sequence segments

Micro-conversion goals

Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas

httpbitlySuperweekCarmenMardiros

timlb

timlb

View of the Internet from my site

Rest of the Internet Facebook Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

timlb

View of the Internet from my site

Rest of the Internet Facebook Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

Mobile

timlb

If you can do only one thinghellip

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

timlb

If you can do only one thinghellip

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

timlb

Thank you

Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom httpwwwmayankhocom martijnvv prototype at Measurecamp London Enterprise level wwwiperceptionscom wwwservicetickcom

Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew httpgetsatalyticscom DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom

Feedback Systems (just some of them)

timlb

View of the Internet from my site

Rest of the Internet Facebook Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

timlb

View of the Internet from my site

Rest of the Internet Facebook Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

Mobile

timlb

If you can do only one thinghellip

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

timlb

If you can do only one thinghellip

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

timlb

Thank you

Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom httpwwwmayankhocom martijnvv prototype at Measurecamp London Enterprise level wwwiperceptionscom wwwservicetickcom

Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew httpgetsatalyticscom DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom

Feedback Systems (just some of them)

timlb

View of the Internet from my site

Rest of the Internet Facebook Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

Mobile

timlb

If you can do only one thinghellip

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

timlb

If you can do only one thinghellip

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

timlb

Thank you

Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom httpwwwmayankhocom martijnvv prototype at Measurecamp London Enterprise level wwwiperceptionscom wwwservicetickcom

Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew httpgetsatalyticscom DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom

Feedback Systems (just some of them)

timlb

If you can do only one thinghellip

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

timlb

If you can do only one thinghellip

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

timlb

Thank you

Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom httpwwwmayankhocom martijnvv prototype at Measurecamp London Enterprise level wwwiperceptionscom wwwservicetickcom

Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew httpgetsatalyticscom DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom

Feedback Systems (just some of them)

timlb

If you can do only one thinghellip

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

timlb

Thank you

Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom httpwwwmayankhocom martijnvv prototype at Measurecamp London Enterprise level wwwiperceptionscom wwwservicetickcom

Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew httpgetsatalyticscom DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom

Feedback Systems (just some of them)

timlb

Thank you

Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom httpwwwmayankhocom martijnvv prototype at Measurecamp London Enterprise level wwwiperceptionscom wwwservicetickcom

Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew httpgetsatalyticscom DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom

Feedback Systems (just some of them)