Craig Sullivan, Belron®

Multichannel Optimisation

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Title : Group eBusiness Manager, BelronReal job : Chief Evil Scientist, Persuasive ArtsHang out : @OptimiseOrDieJoin Me : The League of Optimisers on Linkedin

Naked promotional slide

• Contact deflection and online self service

• Site search analytics

• Site, Page and Campaign optimisation

• Test design and execution

• A long usable site portfolio

• ROI on UX improvements

• “Usability with Numbers”

• Conversion Rate Optimisation

• A/B and Multi-variate testing

• Telephony analytics & tracking

• User centered Design & Usability testing

• Customer Research & Insight

• Web Analytics

• Performance, browser and email optimisation

Tweet me @OptimiseOrDie

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Growth in Worldwide Mobile traffic

% of all unique visitors

http://bit.ly/Pm3fPZ

Thanks to Thomas Husson of Forrester

Multi-channel

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Visitor Device Context Location Goals

Wireframe

Prototype

TestAnalyse

Concept

Multi channel and platform

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UX Design

Web 1

Insight

Elsa Plumley

Mara Protano

Tim Caynes

• Device, Context, Location, Tasks, Goals

• UI simplicity, learnability, feedback• Performance & Perceived performance• Navigation is super critical on touch

devices.• Customer desired contact & support

mix• Cross channel journeys and linking

glue• Device & Screen optimal compatibility• Mobile detection, redirection & linking• Minimising keyboard input, error

handling and validation loops• Copywriting and text decoration• Fold line affects all key calls to action.

Comprehension Clarity Simplicity Persuasion Scanning

Get OUT of the office!• This is the key technique for Cross Channel Design• No excuses either – go and find people, anywhere (F&F, Retail, Local café)• If you do this properly, you learn where all the connective tissue needs to

be – the bits that glue the experience together from a customer perspective• Hits the sweet spot of goals, optimal technology delivery and revenue

growth• Faster time to market, lower development costs• Designed for users, not by them• Focuses entire team on what customers need and where the money is• Actionable insights which identify pivots or disruptive opportunities• Removes costly re-release cycles on multiple platforms• Increases revenue, customer satisfaction, growth• Removes EGO, OPINION, WHIM and FLUFF -> 100%• It costs nothing but listening time

Cross Channel Analytics & Phone Tracking

Cross Channel Contact TipsTest or provide the contact options customers want:• Low cost calls (vital)• Ringback / Callback• Email• Chat• Video chat or Facetime• Ability to text youVital to explain the contact cost landscape (mobiles):• Customers don’t like ‘funny’ numbers and avoid them• You need to explain clearly what the costs are:

“Calls costs may vary depending on your network provider, package and any limits you may have on your current operating tariff. If charged, you'll be billed the same amount as the equivalent of a local calling rate” – “Free if you have monthly minutes”

Contact TrackingStep 1 : Add a unique phone number on ALL channels

(you can also change numbers for traffic source)

Step 2 : For phones, add “Tap to Call” or “Click to Call”!

• Incredibly useful keyword level call tracking• Very reliable data, easy & cheap to do• What did they do before calling?• Which page did they call you from?• What PPC or SEO keyword did they type into Google?• What are you over or underbidding for?• Which online marketing really sucks?

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Phone to Booking Ratio

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What about desktop?Step 1 : Add ‘Click to reveal’• Can be a link, button or a collapsed section• Add to your analytics software• This is a great budget option!Step 2 : Invest in call analytics• Unique visitor tracking for desktop • Gives you that detailed marketing data• Easy to implement• Integrates with your web analytics• Let me explain…

What about desktop?

0800 222 1234

0800 222 1245

0800 222 1263

0800 222 1299

0800 222 1234

Telephony CloudWeb Analytics

Onbound Call analytics:

Wait timeAbandonCall lengthOperator outcomeSales valueRatings

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Split testingPriority routingVIP teamsOn hold musicMenuMessagesCall recordingOffline promotions!Profit line!

Call centre

So what does phone tracking get you?• You can do it for free on your online channels• If you’ve got any phone sales or contact operation, this will

change the game for you• For the first time, analytics for PHONE for web to claim• Optimise your PPC spend• Track and Test stuff on phones, using web technology• The two best tests?• In the UK, try www.infinity-tracking.com• Other countries, see my Slideshare

Device Analytics• http://bit.ly/nEf0Wk• Add a bango tag to your mobile and desktop sites• Detailed analytics for smartphones, feature phones, tablets, Internet TVs

and Games consoles.• Detailed Handset, Operator, Country, Operating System and other data

(even local name)• Fast and reliable tag for cross site measurement• More accurate than Google Analytics for devices*• I still use GA for my general site analytics.• Measure who is trying to use your site, please

*This needs a long explanation so if you’re interested, try looking at your “not set” data or ask me.

One last tip• Do you struggle to get data into your BI tools from web?• Hijack a field today!• Find a text field (e.g. the comments field, an unused field, something with text)• Add tracking data – for example

“Please leave the parcel by the side gate of 6B please” becomes“Please leave the parcel by the side gate of 6B please [P215W22C5]”

• Humans can ignore, analysis tools can extract useful data• Lead time 6-9 months for the IT teams involved.• My way – 1 week• By the time I get my new tracking field, I’ll have months of data already!

Bodø

Slides : slidesha.re/PDpTPD

Every second counts!

Repeat visitors huge impact!

Site Size Round trip requests

High St Retailer 307k 43

Department Store 100k 18

Newspaper 195k 35

Supermarket 125k 14

Auto Sales 151k 47

Autoglass 25k 10

UK Mobile Performance

Would you wait 10 or 15 seconds?Ideally you should be at 2 or less!

mobitest.akamai.comwebpagetest.org

Performance Tips• Performance optimisation MAKES MONEY• Read anything by Joshua Bixby, Amy Africa ( bit.ly/OlROqc )• Monitor performance from the handset, not your office wifi connection• Google Site Speed tags are FREE and real world• International? - Use a CDN (e.g. Akamai)• Keep down the round trip requests (delay) and sizes (download)• Don’t do page level redirects for mobile.• Use smart linking if you need to.• Make sure your apps are offline aware (i.e. no data connection)• Design frippery can impact on your bottom line!

Show me the money!• Huge differences in contact mix around the world• Our range of contact options is vital• Data insights and Customers provided the answers• Mobile conversion rates as high as 15-20% (includes phone)• Customer Sat scores higher than desktop• Apps take <2% of the overall business• In some markets, mobile is >25% of online revenue• In 2012, our mobile web app will take an est. 125M Euros

SUMMARY• Customer first - Customer centric, not channel or business • User Centred Design - Cross channel service design needs people• Tracking and Analytics - Investment is vital for Cross Channel insight• Device Analytics - Build for what they’re really using• Call tracking - Even homegrown solutions work wonders• Performance - New platforms bring low conversion risk• Unify your channels - It’s the little things that bind

Email

Twitter

LinkedIn

Slideshare

: sullivac@gmail.com

: @OptimiseOrDie

: linkd.in/pvrg14

: slidesha.re/TeKiKr

Miscellaneous Tips• Use unique vouchers, offers, promo codes or ‘Quote this priority code when ordering’ to track offline• Ensure all your communications (email, SMS, mobile push) has considered the ‘what’s next then’ question – don’t think of

the message, think of how it springboards to activity or another channel• Don’t forget linking – hyperlinks, emails, simple ways to sign in, no login required for viewing, able to be forwarded, can post

links – ensure that everything is linkable across all channels and platforms• Run surveys (kissinsights, surveygizmo) on different channel preference customers and platform users – ask them questions• Make any basket carry across channels – don’t force people to have to jump through hoops here – it’s your job to make it

easy to remember, link and pass this stuff around• Build your mobile and tablet experiences to be contextual• Get your email compatibility right using Litmus, Returnpath or Lyris – to test they can read the things• Make use of SMS more often as channel glue – it’s so easy and is very interruptive (i.e. gets rapid attention)• Always allow something else other than STOP on SMS - for charity donation, allow SKIP to say “I’m skint – come back next

month” – STOP is very final. • Always be collecting mobile numbers and emails from all offline activity, wherever you can• Start thinking less of landlines and more of mobiles when calling back people – make sure they can see who is calling or let

them text you. How the heck do they know it’s your team calling, if they’re screening calls from someone else they don’t want to talk to?