insider's technology guide to measuring and improving your roi

INSIDER’S TECHNOLOGY GUIDE TO MEASURING AND

IMPROVING YOUR ROICaleb Custer & Dan Leatherman

1

@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

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“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)


Try

Scientific Method

Think

Learn


Analytics MeasurementUser Flows

Ideation Wireframes Visuals / Prototypes Launch! Iteration

Click TestsPreference Tests

A/B or Multivariate TestsUsability Testing


Where’s Waldo?


The Number Narrative

⌂ 🔎

🔒

💳

95%


Value


“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

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GOOGLE URL BUILDER

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TRACK OUTGOING LINKS

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

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HEATMAPS

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WHAT DOES HEAT MAPPING TELL US?

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• Window to decision making process

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• Page scanning/order

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• Page scanning/order

• Visualizing data is important to understanding it

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HOW SHOULD WESEGMENT USERS?

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• Screen size

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• Screen size

• Referrer

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• Screen size

• Referrer

• Keywords

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• Screen size

• Referrer

• Keywords

• New/returning visitor

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• Screen size

• Referrer

• Keywords

• New/returning visitor

• Campaign/source

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CLICK HEAT

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CRAZY EGG

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CRAZY EGG•Heat map

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CRAZY EGG•Heat map•Scroll map

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

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

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HEATMAP

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SCROLLMAP

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CONFETTI REPORT

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CONFETTI REPORT

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CONFETTI REPORT

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LANDINGPAGES

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ROI FACTORS OF LANDING PAGES

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• Load time

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• Load time

• Design

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• Load time

• Design

• Copy

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• Load time

• Design

• Copy

• Call to action

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TOOLS:OPTIMIZELY

• A/B Testing

• Multi-variate testing*downside: high traffic needed

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A/B TESTING

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A/B TESTING

OR

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MULTIVARIATE TESTING

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EMAIL

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ROI FACTORS IN EMAIL:

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ROI FACTORS IN EMAIL:• Content

• Subject line• From address• Copy • Offer

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ROI FACTORS IN EMAIL:• Content

• Subject line• From address• Copy • Offer

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

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LITMUS

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A/B TESTING

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MOBILEtake a look at your mobile stats

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MOBILEuse a mobile template

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MOBILEdesign principles for mobile email

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MOBILE EMAIL DESIGN

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MOBILE EMAIL DESIGN

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

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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.

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MOBILE EMAIL DESIGN


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

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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,

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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.

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OPTIMIZINGFACEBOOK ADS

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FACTORS IN FACEBOOKAD ROI

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• Targeting

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• Targeting

• Image

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• Targeting

• Image

• Headline

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• Targeting

• Image

• Headline

• Copy

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• Targeting

• Image

• Headline

• Copy

• Landing page

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SEGMENTED TARGETINGnarrow, segmented targeting is a must

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MULTI-VARIATE TESTINGavailable tools: Qwaya

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AD ROT?Rotate those ads!

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TAGGINGtagging links by campaign/content URLs is a must

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EXERCISES

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QUESTIONS

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A/B TESTS

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A/B TESTS

• Subject line:

• A: Save $10 on New York City Ballet

• B: Save 10% on New York City Ballet

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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

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A/B TESTS

• From address:

• From: [email protected]: Annual report

• From: Judi Huck [email protected]: It’s been a good year for us

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A/B TESTS

• From address:

• From: [email protected]: Annual report

• From: Judi Huck [email protected]: 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)

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http://plunkapp.com

http://plunkapp.com

http://clueapp.com

http://clueapp.com

http://notableapp.com

http://notableapp.com

http://invisionapp.com

http://invisionapp.com

http://google.com/analytics

http://google.com/analytics

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)

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http://support.google.com/analytics/bin/answer.py?hl=en&answer=1033867








http://www.labsmedia.com/clickheat/index.html






http://litmus.com/

http://litmus.com/

IMAGE SOURCES (CC)Slide 2:

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

Slide 4:Things Organized Neatly: http://thingsorganizedneatly.tumblr.com/post/29420742974/submission-old-school-deconstruction-givewave

Slide 5:Chemistry Set: http://www.flickr.com/photos/unloveable/2395867186/

Slide 9:Whack-a-mole: http://www.flickr.com/photos/tpapi/2765541278/

Slide 10:The Megahangar: http://www.flickr.com/photos/stuckincustoms/5699183849/

Slide 12:

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

Slide 13: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/

Slide 15:Lion King: http://cdn0.hark.com/images/000/006/667/6667/original.0

Slide 18: Where’s Waldo: http://www.flickr.com/photos/jameson42/4353769995/

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




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








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




http://www.flickr.com/photos/tpapi/2765541278/




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






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




http://www.flickr.com/photos/lizhenry/2051224366/




http://www.flickr.com/photos/7726011@N07/3364409856/




http://www.flickr.com/photos/nasamarshall/6313004758/




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




http://www.flickr.com/photos/jameson42/4353769995/




insider's technology guide to measuring and improving your roi

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