user centered analytics: superweek 2015
TRANSCRIPT
timlb spwk
User Centred AnalyticsOptimising the Experience
timlb spwk
People Centred AnalyticsOptimising the Experience
timlb spwk
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 spwk
The world as seen by the record industry (1993 style)
timlb spwk
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 spwk
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 spwk
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 spwk
Buthellip The tools forget about the peopleClassic 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 spwk
Our problemHuge investment before
business value pay-off
slide by irecevic
timlb spwk
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 spwk
Suggestion re-balance effortSpend 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 spwk
Key Point The Strategy
Think about people Think about what people want to do on sites
not just how to can get them therespwk
timlb spwk
Key Point The Strategy
Think about people Think about what people want to do on sites
not just how to can get them therespwk
Recruit analysts for empathy as well as curiosity
timlb spwk
The formulaUse quick techniques to seek out clues not definitive data
+
Use whatever tools you have now
+
Match back to central analytics data everywhere
=
Get quick pay-off
timlb spwk
Donrsquot just go fishing
Photo Karwik httpswwwflickrcomphotoskarwik
timlb spwk
What have we got
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 spwk
What 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 spwk
GA Intent - Carmenrsquos Done it BetterStudy Carmen Mardirosrsquo Superweek 2014 Visitor Intent Smart clues for understanding customer journeys
httpbitlySuperweekCarmenMardiros
timlb spwk
Top Priority Voice of Visitor
Let your visitors tell you What they want
What to fix
httpbitlySuperweekSurveys
timlb spwk
Why feedback surveys are so goodVery 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 spwk
Everywhere (before conversion) For Widest range of insight Open to non-converters Against
Low responseActive invitation 2 - 5 Visitor-initiated 01 [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
timlb spwk
Everywhere (before conversion) For Widest range of insight Open to non-converters Against
Low responseActive invitation 2 - 5 Visitor-initiated 01 [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
timlb spwk
Everywhere (before conversion) For Widest range of insight Open to non-converters Against
Low responseActive invitation 2 - 5 Visitor-initiated 01 [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
timlb spwk
How to work with feedback surveys Where and how to askAfter 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
timlb spwk
No process = opinion not data = no insights
How to work with feedback surveys The Key Process free text commentsNo good just browsing through data 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 spwk
How to work with feedback surveys Integrate with GA Many systems have features for
sending data to GA o Custom dimensionsmetrics o Events (Values in standard reports)
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 spwk
Go fishing like this
Photos wwwsimradcom
timlb spwk
Make connections
use clues from one source to drive investigations in another and
build insight
Key Point The Tactic
timlb spwk
timlb spwk
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
timlb spwk
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
timlb spwk
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb spwk
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 spwk
Customer File Demographics
Need to 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
timlb spwk
Customer File Demographics
Need to 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
timlb spwk
GA what do we knowWhere 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
(and more tools)
timlb spwk
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 spwk
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb spwk
GA Segments
User segments Sequence segments Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014
httpbitlySuperweekCarmenMardiros
timlb spwk
GA Tracking Errors
Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements
Benefits Short term measurable improvements (online this session)
May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line
httpbitlySuperweekGAErrors
timlb spwk
Examples of usability errors which can be fixed Very valuable Confusing promotional codes
Mandatory fields o Is it really needed o If yes can it be made more obvious
Formats for post codes and phone numbers o Use better validation and intelligent templates
Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results
o nb search lsquoenter search term herersquo prompt
timlb spwk
Checkout errors cost how much
timlb spwk
The checkout errors for one medium (email)
Different people - Different Problems
timlb spwk
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwkbitlytimlbSuperweek2015
Feedback Systems (just some of them)
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
timlb spwk
People Centred AnalyticsOptimising the Experience
timlb spwk
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 spwk
The world as seen by the record industry (1993 style)
timlb spwk
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 spwk
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 spwk
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 spwk
Buthellip The tools forget about the peopleClassic 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 spwk
Our problemHuge investment before
business value pay-off
slide by irecevic
timlb spwk
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 spwk
Suggestion re-balance effortSpend 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 spwk
Key Point The Strategy
Think about people Think about what people want to do on sites
not just how to can get them therespwk
timlb spwk
Key Point The Strategy
Think about people Think about what people want to do on sites
not just how to can get them therespwk
Recruit analysts for empathy as well as curiosity
timlb spwk
The formulaUse quick techniques to seek out clues not definitive data
+
Use whatever tools you have now
+
Match back to central analytics data everywhere
=
Get quick pay-off
timlb spwk
Donrsquot just go fishing
Photo Karwik httpswwwflickrcomphotoskarwik
timlb spwk
What have we got
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 spwk
What 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 spwk
GA Intent - Carmenrsquos Done it BetterStudy Carmen Mardirosrsquo Superweek 2014 Visitor Intent Smart clues for understanding customer journeys
httpbitlySuperweekCarmenMardiros
timlb spwk
Top Priority Voice of Visitor
Let your visitors tell you What they want
What to fix
httpbitlySuperweekSurveys
timlb spwk
Why feedback surveys are so goodVery 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 spwk
Everywhere (before conversion) For Widest range of insight Open to non-converters Against
Low responseActive invitation 2 - 5 Visitor-initiated 01 [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
timlb spwk
Everywhere (before conversion) For Widest range of insight Open to non-converters Against
Low responseActive invitation 2 - 5 Visitor-initiated 01 [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
timlb spwk
Everywhere (before conversion) For Widest range of insight Open to non-converters Against
Low responseActive invitation 2 - 5 Visitor-initiated 01 [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
timlb spwk
How to work with feedback surveys Where and how to askAfter 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
timlb spwk
No process = opinion not data = no insights
How to work with feedback surveys The Key Process free text commentsNo good just browsing through data 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 spwk
How to work with feedback surveys Integrate with GA Many systems have features for
sending data to GA o Custom dimensionsmetrics o Events (Values in standard reports)
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 spwk
Go fishing like this
Photos wwwsimradcom
timlb spwk
Make connections
use clues from one source to drive investigations in another and
build insight
Key Point The Tactic
timlb spwk
timlb spwk
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
timlb spwk
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
timlb spwk
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb spwk
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 spwk
Customer File Demographics
Need to 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
timlb spwk
Customer File Demographics
Need to 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
timlb spwk
GA what do we knowWhere 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
(and more tools)
timlb spwk
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 spwk
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb spwk
GA Segments
User segments Sequence segments Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014
httpbitlySuperweekCarmenMardiros
timlb spwk
GA Tracking Errors
Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements
Benefits Short term measurable improvements (online this session)
May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line
httpbitlySuperweekGAErrors
timlb spwk
Examples of usability errors which can be fixed Very valuable Confusing promotional codes
Mandatory fields o Is it really needed o If yes can it be made more obvious
Formats for post codes and phone numbers o Use better validation and intelligent templates
Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results
o nb search lsquoenter search term herersquo prompt
timlb spwk
Checkout errors cost how much
timlb spwk
The checkout errors for one medium (email)
Different people - Different Problems
timlb spwk
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwkbitlytimlbSuperweek2015
Feedback Systems (just some of them)
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
timlb spwk
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 spwk
The world as seen by the record industry (1993 style)
timlb spwk
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 spwk
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 spwk
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 spwk
Buthellip The tools forget about the peopleClassic 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 spwk
Our problemHuge investment before
business value pay-off
slide by irecevic
timlb spwk
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 spwk
Suggestion re-balance effortSpend 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 spwk
Key Point The Strategy
Think about people Think about what people want to do on sites
not just how to can get them therespwk
timlb spwk
Key Point The Strategy
Think about people Think about what people want to do on sites
not just how to can get them therespwk
Recruit analysts for empathy as well as curiosity
timlb spwk
The formulaUse quick techniques to seek out clues not definitive data
+
Use whatever tools you have now
+
Match back to central analytics data everywhere
=
Get quick pay-off
timlb spwk
Donrsquot just go fishing
Photo Karwik httpswwwflickrcomphotoskarwik
timlb spwk
What have we got
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 spwk
What 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 spwk
GA Intent - Carmenrsquos Done it BetterStudy Carmen Mardirosrsquo Superweek 2014 Visitor Intent Smart clues for understanding customer journeys
httpbitlySuperweekCarmenMardiros
timlb spwk
Top Priority Voice of Visitor
Let your visitors tell you What they want
What to fix
httpbitlySuperweekSurveys
timlb spwk
Why feedback surveys are so goodVery 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 spwk
Everywhere (before conversion) For Widest range of insight Open to non-converters Against
Low responseActive invitation 2 - 5 Visitor-initiated 01 [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
timlb spwk
Everywhere (before conversion) For Widest range of insight Open to non-converters Against
Low responseActive invitation 2 - 5 Visitor-initiated 01 [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
timlb spwk
Everywhere (before conversion) For Widest range of insight Open to non-converters Against
Low responseActive invitation 2 - 5 Visitor-initiated 01 [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
timlb spwk
How to work with feedback surveys Where and how to askAfter 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
timlb spwk
No process = opinion not data = no insights
How to work with feedback surveys The Key Process free text commentsNo good just browsing through data 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 spwk
How to work with feedback surveys Integrate with GA Many systems have features for
sending data to GA o Custom dimensionsmetrics o Events (Values in standard reports)
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 spwk
Go fishing like this
Photos wwwsimradcom
timlb spwk
Make connections
use clues from one source to drive investigations in another and
build insight
Key Point The Tactic
timlb spwk
timlb spwk
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
timlb spwk
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
timlb spwk
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb spwk
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 spwk
Customer File Demographics
Need to 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
timlb spwk
Customer File Demographics
Need to 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
timlb spwk
GA what do we knowWhere 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
(and more tools)
timlb spwk
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 spwk
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb spwk
GA Segments
User segments Sequence segments Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014
httpbitlySuperweekCarmenMardiros
timlb spwk
GA Tracking Errors
Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements
Benefits Short term measurable improvements (online this session)
May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line
httpbitlySuperweekGAErrors
timlb spwk
Examples of usability errors which can be fixed Very valuable Confusing promotional codes
Mandatory fields o Is it really needed o If yes can it be made more obvious
Formats for post codes and phone numbers o Use better validation and intelligent templates
Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results
o nb search lsquoenter search term herersquo prompt
timlb spwk
Checkout errors cost how much
timlb spwk
The checkout errors for one medium (email)
Different people - Different Problems
timlb spwk
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwkbitlytimlbSuperweek2015
Feedback Systems (just some of them)
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
timlb spwk
The world as seen by the record industry (1993 style)
timlb spwk
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 spwk
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 spwk
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 spwk
Buthellip The tools forget about the peopleClassic 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 spwk
Our problemHuge investment before
business value pay-off
slide by irecevic
timlb spwk
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 spwk
Suggestion re-balance effortSpend 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 spwk
Key Point The Strategy
Think about people Think about what people want to do on sites
not just how to can get them therespwk
timlb spwk
Key Point The Strategy
Think about people Think about what people want to do on sites
not just how to can get them therespwk
Recruit analysts for empathy as well as curiosity
timlb spwk
The formulaUse quick techniques to seek out clues not definitive data
+
Use whatever tools you have now
+
Match back to central analytics data everywhere
=
Get quick pay-off
timlb spwk
Donrsquot just go fishing
Photo Karwik httpswwwflickrcomphotoskarwik
timlb spwk
What have we got
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 spwk
What 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 spwk
GA Intent - Carmenrsquos Done it BetterStudy Carmen Mardirosrsquo Superweek 2014 Visitor Intent Smart clues for understanding customer journeys
httpbitlySuperweekCarmenMardiros
timlb spwk
Top Priority Voice of Visitor
Let your visitors tell you What they want
What to fix
httpbitlySuperweekSurveys
timlb spwk
Why feedback surveys are so goodVery 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 spwk
Everywhere (before conversion) For Widest range of insight Open to non-converters Against
Low responseActive invitation 2 - 5 Visitor-initiated 01 [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
timlb spwk
Everywhere (before conversion) For Widest range of insight Open to non-converters Against
Low responseActive invitation 2 - 5 Visitor-initiated 01 [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
timlb spwk
Everywhere (before conversion) For Widest range of insight Open to non-converters Against
Low responseActive invitation 2 - 5 Visitor-initiated 01 [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
timlb spwk
How to work with feedback surveys Where and how to askAfter 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
timlb spwk
No process = opinion not data = no insights
How to work with feedback surveys The Key Process free text commentsNo good just browsing through data 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 spwk
How to work with feedback surveys Integrate with GA Many systems have features for
sending data to GA o Custom dimensionsmetrics o Events (Values in standard reports)
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 spwk
Go fishing like this
Photos wwwsimradcom
timlb spwk
Make connections
use clues from one source to drive investigations in another and
build insight
Key Point The Tactic
timlb spwk
timlb spwk
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
timlb spwk
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
timlb spwk
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb spwk
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 spwk
Customer File Demographics
Need to 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
timlb spwk
Customer File Demographics
Need to 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
timlb spwk
GA what do we knowWhere 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
(and more tools)
timlb spwk
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 spwk
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb spwk
GA Segments
User segments Sequence segments Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014
httpbitlySuperweekCarmenMardiros
timlb spwk
GA Tracking Errors
Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements
Benefits Short term measurable improvements (online this session)
May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line
httpbitlySuperweekGAErrors
timlb spwk
Examples of usability errors which can be fixed Very valuable Confusing promotional codes
Mandatory fields o Is it really needed o If yes can it be made more obvious
Formats for post codes and phone numbers o Use better validation and intelligent templates
Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results
o nb search lsquoenter search term herersquo prompt
timlb spwk
Checkout errors cost how much
timlb spwk
The checkout errors for one medium (email)
Different people - Different Problems
timlb spwk
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwkbitlytimlbSuperweek2015
Feedback Systems (just some of them)
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
timlb spwk
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 spwk
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 spwk
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 spwk
Buthellip The tools forget about the peopleClassic 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 spwk
Our problemHuge investment before
business value pay-off
slide by irecevic
timlb spwk
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 spwk
Suggestion re-balance effortSpend 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 spwk
Key Point The Strategy
Think about people Think about what people want to do on sites
not just how to can get them therespwk
timlb spwk
Key Point The Strategy
Think about people Think about what people want to do on sites
not just how to can get them therespwk
Recruit analysts for empathy as well as curiosity
timlb spwk
The formulaUse quick techniques to seek out clues not definitive data
+
Use whatever tools you have now
+
Match back to central analytics data everywhere
=
Get quick pay-off
timlb spwk
Donrsquot just go fishing
Photo Karwik httpswwwflickrcomphotoskarwik
timlb spwk
What have we got
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 spwk
What 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 spwk
GA Intent - Carmenrsquos Done it BetterStudy Carmen Mardirosrsquo Superweek 2014 Visitor Intent Smart clues for understanding customer journeys
httpbitlySuperweekCarmenMardiros
timlb spwk
Top Priority Voice of Visitor
Let your visitors tell you What they want
What to fix
httpbitlySuperweekSurveys
timlb spwk
Why feedback surveys are so goodVery 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 spwk
Everywhere (before conversion) For Widest range of insight Open to non-converters Against
Low responseActive invitation 2 - 5 Visitor-initiated 01 [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
timlb spwk
Everywhere (before conversion) For Widest range of insight Open to non-converters Against
Low responseActive invitation 2 - 5 Visitor-initiated 01 [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
timlb spwk
Everywhere (before conversion) For Widest range of insight Open to non-converters Against
Low responseActive invitation 2 - 5 Visitor-initiated 01 [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
timlb spwk
How to work with feedback surveys Where and how to askAfter 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
timlb spwk
No process = opinion not data = no insights
How to work with feedback surveys The Key Process free text commentsNo good just browsing through data 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 spwk
How to work with feedback surveys Integrate with GA Many systems have features for
sending data to GA o Custom dimensionsmetrics o Events (Values in standard reports)
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 spwk
Go fishing like this
Photos wwwsimradcom
timlb spwk
Make connections
use clues from one source to drive investigations in another and
build insight
Key Point The Tactic
timlb spwk
timlb spwk
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
timlb spwk
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
timlb spwk
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb spwk
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 spwk
Customer File Demographics
Need to 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
timlb spwk
Customer File Demographics
Need to 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
timlb spwk
GA what do we knowWhere 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
(and more tools)
timlb spwk
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 spwk
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb spwk
GA Segments
User segments Sequence segments Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014
httpbitlySuperweekCarmenMardiros
timlb spwk
GA Tracking Errors
Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements
Benefits Short term measurable improvements (online this session)
May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line
httpbitlySuperweekGAErrors
timlb spwk
Examples of usability errors which can be fixed Very valuable Confusing promotional codes
Mandatory fields o Is it really needed o If yes can it be made more obvious
Formats for post codes and phone numbers o Use better validation and intelligent templates
Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results
o nb search lsquoenter search term herersquo prompt
timlb spwk
Checkout errors cost how much
timlb spwk
The checkout errors for one medium (email)
Different people - Different Problems
timlb spwk
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwkbitlytimlbSuperweek2015
Feedback Systems (just some of them)
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
timlb spwk
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 spwk
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 spwk
Buthellip The tools forget about the peopleClassic 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 spwk
Our problemHuge investment before
business value pay-off
slide by irecevic
timlb spwk
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 spwk
Suggestion re-balance effortSpend 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 spwk
Key Point The Strategy
Think about people Think about what people want to do on sites
not just how to can get them therespwk
timlb spwk
Key Point The Strategy
Think about people Think about what people want to do on sites
not just how to can get them therespwk
Recruit analysts for empathy as well as curiosity
timlb spwk
The formulaUse quick techniques to seek out clues not definitive data
+
Use whatever tools you have now
+
Match back to central analytics data everywhere
=
Get quick pay-off
timlb spwk
Donrsquot just go fishing
Photo Karwik httpswwwflickrcomphotoskarwik
timlb spwk
What have we got
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 spwk
What 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 spwk
GA Intent - Carmenrsquos Done it BetterStudy Carmen Mardirosrsquo Superweek 2014 Visitor Intent Smart clues for understanding customer journeys
httpbitlySuperweekCarmenMardiros
timlb spwk
Top Priority Voice of Visitor
Let your visitors tell you What they want
What to fix
httpbitlySuperweekSurveys
timlb spwk
Why feedback surveys are so goodVery 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 spwk
Everywhere (before conversion) For Widest range of insight Open to non-converters Against
Low responseActive invitation 2 - 5 Visitor-initiated 01 [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
timlb spwk
Everywhere (before conversion) For Widest range of insight Open to non-converters Against
Low responseActive invitation 2 - 5 Visitor-initiated 01 [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
timlb spwk
Everywhere (before conversion) For Widest range of insight Open to non-converters Against
Low responseActive invitation 2 - 5 Visitor-initiated 01 [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
timlb spwk
How to work with feedback surveys Where and how to askAfter 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
timlb spwk
No process = opinion not data = no insights
How to work with feedback surveys The Key Process free text commentsNo good just browsing through data 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 spwk
How to work with feedback surveys Integrate with GA Many systems have features for
sending data to GA o Custom dimensionsmetrics o Events (Values in standard reports)
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 spwk
Go fishing like this
Photos wwwsimradcom
timlb spwk
Make connections
use clues from one source to drive investigations in another and
build insight
Key Point The Tactic
timlb spwk
timlb spwk
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
timlb spwk
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
timlb spwk
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb spwk
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 spwk
Customer File Demographics
Need to 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
timlb spwk
Customer File Demographics
Need to 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
timlb spwk
GA what do we knowWhere 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
(and more tools)
timlb spwk
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 spwk
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb spwk
GA Segments
User segments Sequence segments Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014
httpbitlySuperweekCarmenMardiros
timlb spwk
GA Tracking Errors
Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements
Benefits Short term measurable improvements (online this session)
May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line
httpbitlySuperweekGAErrors
timlb spwk
Examples of usability errors which can be fixed Very valuable Confusing promotional codes
Mandatory fields o Is it really needed o If yes can it be made more obvious
Formats for post codes and phone numbers o Use better validation and intelligent templates
Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results
o nb search lsquoenter search term herersquo prompt
timlb spwk
Checkout errors cost how much
timlb spwk
The checkout errors for one medium (email)
Different people - Different Problems
timlb spwk
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwkbitlytimlbSuperweek2015
Feedback Systems (just some of them)
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
timlb spwk
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 spwk
Buthellip The tools forget about the peopleClassic 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 spwk
Our problemHuge investment before
business value pay-off
slide by irecevic
timlb spwk
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 spwk
Suggestion re-balance effortSpend 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 spwk
Key Point The Strategy
Think about people Think about what people want to do on sites
not just how to can get them therespwk
timlb spwk
Key Point The Strategy
Think about people Think about what people want to do on sites
not just how to can get them therespwk
Recruit analysts for empathy as well as curiosity
timlb spwk
The formulaUse quick techniques to seek out clues not definitive data
+
Use whatever tools you have now
+
Match back to central analytics data everywhere
=
Get quick pay-off
timlb spwk
Donrsquot just go fishing
Photo Karwik httpswwwflickrcomphotoskarwik
timlb spwk
What have we got
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 spwk
What 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 spwk
GA Intent - Carmenrsquos Done it BetterStudy Carmen Mardirosrsquo Superweek 2014 Visitor Intent Smart clues for understanding customer journeys
httpbitlySuperweekCarmenMardiros
timlb spwk
Top Priority Voice of Visitor
Let your visitors tell you What they want
What to fix
httpbitlySuperweekSurveys
timlb spwk
Why feedback surveys are so goodVery 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 spwk
Everywhere (before conversion) For Widest range of insight Open to non-converters Against
Low responseActive invitation 2 - 5 Visitor-initiated 01 [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
timlb spwk
Everywhere (before conversion) For Widest range of insight Open to non-converters Against
Low responseActive invitation 2 - 5 Visitor-initiated 01 [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
timlb spwk
Everywhere (before conversion) For Widest range of insight Open to non-converters Against
Low responseActive invitation 2 - 5 Visitor-initiated 01 [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
timlb spwk
How to work with feedback surveys Where and how to askAfter 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
timlb spwk
No process = opinion not data = no insights
How to work with feedback surveys The Key Process free text commentsNo good just browsing through data 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 spwk
How to work with feedback surveys Integrate with GA Many systems have features for
sending data to GA o Custom dimensionsmetrics o Events (Values in standard reports)
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 spwk
Go fishing like this
Photos wwwsimradcom
timlb spwk
Make connections
use clues from one source to drive investigations in another and
build insight
Key Point The Tactic
timlb spwk
timlb spwk
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
timlb spwk
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
timlb spwk
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb spwk
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 spwk
Customer File Demographics
Need to 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
timlb spwk
Customer File Demographics
Need to 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
timlb spwk
GA what do we knowWhere 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
(and more tools)
timlb spwk
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 spwk
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb spwk
GA Segments
User segments Sequence segments Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014
httpbitlySuperweekCarmenMardiros
timlb spwk
GA Tracking Errors
Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements
Benefits Short term measurable improvements (online this session)
May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line
httpbitlySuperweekGAErrors
timlb spwk
Examples of usability errors which can be fixed Very valuable Confusing promotional codes
Mandatory fields o Is it really needed o If yes can it be made more obvious
Formats for post codes and phone numbers o Use better validation and intelligent templates
Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results
o nb search lsquoenter search term herersquo prompt
timlb spwk
Checkout errors cost how much
timlb spwk
The checkout errors for one medium (email)
Different people - Different Problems
timlb spwk
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwkbitlytimlbSuperweek2015
Feedback Systems (just some of them)
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
timlb spwk
Buthellip The tools forget about the peopleClassic 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 spwk
Our problemHuge investment before
business value pay-off
slide by irecevic
timlb spwk
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 spwk
Suggestion re-balance effortSpend 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 spwk
Key Point The Strategy
Think about people Think about what people want to do on sites
not just how to can get them therespwk
timlb spwk
Key Point The Strategy
Think about people Think about what people want to do on sites
not just how to can get them therespwk
Recruit analysts for empathy as well as curiosity
timlb spwk
The formulaUse quick techniques to seek out clues not definitive data
+
Use whatever tools you have now
+
Match back to central analytics data everywhere
=
Get quick pay-off
timlb spwk
Donrsquot just go fishing
Photo Karwik httpswwwflickrcomphotoskarwik
timlb spwk
What have we got
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 spwk
What 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 spwk
GA Intent - Carmenrsquos Done it BetterStudy Carmen Mardirosrsquo Superweek 2014 Visitor Intent Smart clues for understanding customer journeys
httpbitlySuperweekCarmenMardiros
timlb spwk
Top Priority Voice of Visitor
Let your visitors tell you What they want
What to fix
httpbitlySuperweekSurveys
timlb spwk
Why feedback surveys are so goodVery 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 spwk
Everywhere (before conversion) For Widest range of insight Open to non-converters Against
Low responseActive invitation 2 - 5 Visitor-initiated 01 [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
timlb spwk
Everywhere (before conversion) For Widest range of insight Open to non-converters Against
Low responseActive invitation 2 - 5 Visitor-initiated 01 [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
timlb spwk
Everywhere (before conversion) For Widest range of insight Open to non-converters Against
Low responseActive invitation 2 - 5 Visitor-initiated 01 [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
timlb spwk
How to work with feedback surveys Where and how to askAfter 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
timlb spwk
No process = opinion not data = no insights
How to work with feedback surveys The Key Process free text commentsNo good just browsing through data 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 spwk
How to work with feedback surveys Integrate with GA Many systems have features for
sending data to GA o Custom dimensionsmetrics o Events (Values in standard reports)
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 spwk
Go fishing like this
Photos wwwsimradcom
timlb spwk
Make connections
use clues from one source to drive investigations in another and
build insight
Key Point The Tactic
timlb spwk
timlb spwk
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
timlb spwk
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
timlb spwk
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb spwk
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 spwk
Customer File Demographics
Need to 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
timlb spwk
Customer File Demographics
Need to 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
timlb spwk
GA what do we knowWhere 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
(and more tools)
timlb spwk
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 spwk
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb spwk
GA Segments
User segments Sequence segments Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014
httpbitlySuperweekCarmenMardiros
timlb spwk
GA Tracking Errors
Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements
Benefits Short term measurable improvements (online this session)
May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line
httpbitlySuperweekGAErrors
timlb spwk
Examples of usability errors which can be fixed Very valuable Confusing promotional codes
Mandatory fields o Is it really needed o If yes can it be made more obvious
Formats for post codes and phone numbers o Use better validation and intelligent templates
Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results
o nb search lsquoenter search term herersquo prompt
timlb spwk
Checkout errors cost how much
timlb spwk
The checkout errors for one medium (email)
Different people - Different Problems
timlb spwk
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwkbitlytimlbSuperweek2015
Feedback Systems (just some of them)
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
timlb spwk
Our problemHuge investment before
business value pay-off
slide by irecevic
timlb spwk
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 spwk
Suggestion re-balance effortSpend 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 spwk
Key Point The Strategy
Think about people Think about what people want to do on sites
not just how to can get them therespwk
timlb spwk
Key Point The Strategy
Think about people Think about what people want to do on sites
not just how to can get them therespwk
Recruit analysts for empathy as well as curiosity
timlb spwk
The formulaUse quick techniques to seek out clues not definitive data
+
Use whatever tools you have now
+
Match back to central analytics data everywhere
=
Get quick pay-off
timlb spwk
Donrsquot just go fishing
Photo Karwik httpswwwflickrcomphotoskarwik
timlb spwk
What have we got
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 spwk
What 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 spwk
GA Intent - Carmenrsquos Done it BetterStudy Carmen Mardirosrsquo Superweek 2014 Visitor Intent Smart clues for understanding customer journeys
httpbitlySuperweekCarmenMardiros
timlb spwk
Top Priority Voice of Visitor
Let your visitors tell you What they want
What to fix
httpbitlySuperweekSurveys
timlb spwk
Why feedback surveys are so goodVery 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 spwk
Everywhere (before conversion) For Widest range of insight Open to non-converters Against
Low responseActive invitation 2 - 5 Visitor-initiated 01 [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
timlb spwk
Everywhere (before conversion) For Widest range of insight Open to non-converters Against
Low responseActive invitation 2 - 5 Visitor-initiated 01 [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
timlb spwk
Everywhere (before conversion) For Widest range of insight Open to non-converters Against
Low responseActive invitation 2 - 5 Visitor-initiated 01 [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
timlb spwk
How to work with feedback surveys Where and how to askAfter 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
timlb spwk
No process = opinion not data = no insights
How to work with feedback surveys The Key Process free text commentsNo good just browsing through data 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 spwk
How to work with feedback surveys Integrate with GA Many systems have features for
sending data to GA o Custom dimensionsmetrics o Events (Values in standard reports)
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 spwk
Go fishing like this
Photos wwwsimradcom
timlb spwk
Make connections
use clues from one source to drive investigations in another and
build insight
Key Point The Tactic
timlb spwk
timlb spwk
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
timlb spwk
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
timlb spwk
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb spwk
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 spwk
Customer File Demographics
Need to 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
timlb spwk
Customer File Demographics
Need to 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
timlb spwk
GA what do we knowWhere 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
(and more tools)
timlb spwk
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 spwk
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb spwk
GA Segments
User segments Sequence segments Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014
httpbitlySuperweekCarmenMardiros
timlb spwk
GA Tracking Errors
Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements
Benefits Short term measurable improvements (online this session)
May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line
httpbitlySuperweekGAErrors
timlb spwk
Examples of usability errors which can be fixed Very valuable Confusing promotional codes
Mandatory fields o Is it really needed o If yes can it be made more obvious
Formats for post codes and phone numbers o Use better validation and intelligent templates
Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results
o nb search lsquoenter search term herersquo prompt
timlb spwk
Checkout errors cost how much
timlb spwk
The checkout errors for one medium (email)
Different people - Different Problems
timlb spwk
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwkbitlytimlbSuperweek2015
Feedback Systems (just some of them)
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
timlb spwk
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 spwk
Suggestion re-balance effortSpend 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 spwk
Key Point The Strategy
Think about people Think about what people want to do on sites
not just how to can get them therespwk
timlb spwk
Key Point The Strategy
Think about people Think about what people want to do on sites
not just how to can get them therespwk
Recruit analysts for empathy as well as curiosity
timlb spwk
The formulaUse quick techniques to seek out clues not definitive data
+
Use whatever tools you have now
+
Match back to central analytics data everywhere
=
Get quick pay-off
timlb spwk
Donrsquot just go fishing
Photo Karwik httpswwwflickrcomphotoskarwik
timlb spwk
What have we got
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 spwk
What 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 spwk
GA Intent - Carmenrsquos Done it BetterStudy Carmen Mardirosrsquo Superweek 2014 Visitor Intent Smart clues for understanding customer journeys
httpbitlySuperweekCarmenMardiros
timlb spwk
Top Priority Voice of Visitor
Let your visitors tell you What they want
What to fix
httpbitlySuperweekSurveys
timlb spwk
Why feedback surveys are so goodVery 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 spwk
Everywhere (before conversion) For Widest range of insight Open to non-converters Against
Low responseActive invitation 2 - 5 Visitor-initiated 01 [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
timlb spwk
Everywhere (before conversion) For Widest range of insight Open to non-converters Against
Low responseActive invitation 2 - 5 Visitor-initiated 01 [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
timlb spwk
Everywhere (before conversion) For Widest range of insight Open to non-converters Against
Low responseActive invitation 2 - 5 Visitor-initiated 01 [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
timlb spwk
How to work with feedback surveys Where and how to askAfter 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
timlb spwk
No process = opinion not data = no insights
How to work with feedback surveys The Key Process free text commentsNo good just browsing through data 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 spwk
How to work with feedback surveys Integrate with GA Many systems have features for
sending data to GA o Custom dimensionsmetrics o Events (Values in standard reports)
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 spwk
Go fishing like this
Photos wwwsimradcom
timlb spwk
Make connections
use clues from one source to drive investigations in another and
build insight
Key Point The Tactic
timlb spwk
timlb spwk
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
timlb spwk
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
timlb spwk
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb spwk
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 spwk
Customer File Demographics
Need to 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
timlb spwk
Customer File Demographics
Need to 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
timlb spwk
GA what do we knowWhere 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
(and more tools)
timlb spwk
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 spwk
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb spwk
GA Segments
User segments Sequence segments Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014
httpbitlySuperweekCarmenMardiros
timlb spwk
GA Tracking Errors
Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements
Benefits Short term measurable improvements (online this session)
May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line
httpbitlySuperweekGAErrors
timlb spwk
Examples of usability errors which can be fixed Very valuable Confusing promotional codes
Mandatory fields o Is it really needed o If yes can it be made more obvious
Formats for post codes and phone numbers o Use better validation and intelligent templates
Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results
o nb search lsquoenter search term herersquo prompt
timlb spwk
Checkout errors cost how much
timlb spwk
The checkout errors for one medium (email)
Different people - Different Problems
timlb spwk
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwkbitlytimlbSuperweek2015
Feedback Systems (just some of them)
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
timlb spwk
Suggestion re-balance effortSpend 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 spwk
Key Point The Strategy
Think about people Think about what people want to do on sites
not just how to can get them therespwk
timlb spwk
Key Point The Strategy
Think about people Think about what people want to do on sites
not just how to can get them therespwk
Recruit analysts for empathy as well as curiosity
timlb spwk
The formulaUse quick techniques to seek out clues not definitive data
+
Use whatever tools you have now
+
Match back to central analytics data everywhere
=
Get quick pay-off
timlb spwk
Donrsquot just go fishing
Photo Karwik httpswwwflickrcomphotoskarwik
timlb spwk
What have we got
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 spwk
What 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 spwk
GA Intent - Carmenrsquos Done it BetterStudy Carmen Mardirosrsquo Superweek 2014 Visitor Intent Smart clues for understanding customer journeys
httpbitlySuperweekCarmenMardiros
timlb spwk
Top Priority Voice of Visitor
Let your visitors tell you What they want
What to fix
httpbitlySuperweekSurveys
timlb spwk
Why feedback surveys are so goodVery 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 spwk
Everywhere (before conversion) For Widest range of insight Open to non-converters Against
Low responseActive invitation 2 - 5 Visitor-initiated 01 [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
timlb spwk
Everywhere (before conversion) For Widest range of insight Open to non-converters Against
Low responseActive invitation 2 - 5 Visitor-initiated 01 [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
timlb spwk
Everywhere (before conversion) For Widest range of insight Open to non-converters Against
Low responseActive invitation 2 - 5 Visitor-initiated 01 [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
timlb spwk
How to work with feedback surveys Where and how to askAfter 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
timlb spwk
No process = opinion not data = no insights
How to work with feedback surveys The Key Process free text commentsNo good just browsing through data 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 spwk
How to work with feedback surveys Integrate with GA Many systems have features for
sending data to GA o Custom dimensionsmetrics o Events (Values in standard reports)
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 spwk
Go fishing like this
Photos wwwsimradcom
timlb spwk
Make connections
use clues from one source to drive investigations in another and
build insight
Key Point The Tactic
timlb spwk
timlb spwk
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
timlb spwk
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
timlb spwk
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb spwk
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 spwk
Customer File Demographics
Need to 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
timlb spwk
Customer File Demographics
Need to 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
timlb spwk
GA what do we knowWhere 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
(and more tools)
timlb spwk
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 spwk
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb spwk
GA Segments
User segments Sequence segments Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014
httpbitlySuperweekCarmenMardiros
timlb spwk
GA Tracking Errors
Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements
Benefits Short term measurable improvements (online this session)
May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line
httpbitlySuperweekGAErrors
timlb spwk
Examples of usability errors which can be fixed Very valuable Confusing promotional codes
Mandatory fields o Is it really needed o If yes can it be made more obvious
Formats for post codes and phone numbers o Use better validation and intelligent templates
Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results
o nb search lsquoenter search term herersquo prompt
timlb spwk
Checkout errors cost how much
timlb spwk
The checkout errors for one medium (email)
Different people - Different Problems
timlb spwk
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwkbitlytimlbSuperweek2015
Feedback Systems (just some of them)
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
timlb spwk
Key Point The Strategy
Think about people Think about what people want to do on sites
not just how to can get them therespwk
timlb spwk
Key Point The Strategy
Think about people Think about what people want to do on sites
not just how to can get them therespwk
Recruit analysts for empathy as well as curiosity
timlb spwk
The formulaUse quick techniques to seek out clues not definitive data
+
Use whatever tools you have now
+
Match back to central analytics data everywhere
=
Get quick pay-off
timlb spwk
Donrsquot just go fishing
Photo Karwik httpswwwflickrcomphotoskarwik
timlb spwk
What have we got
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 spwk
What 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 spwk
GA Intent - Carmenrsquos Done it BetterStudy Carmen Mardirosrsquo Superweek 2014 Visitor Intent Smart clues for understanding customer journeys
httpbitlySuperweekCarmenMardiros
timlb spwk
Top Priority Voice of Visitor
Let your visitors tell you What they want
What to fix
httpbitlySuperweekSurveys
timlb spwk
Why feedback surveys are so goodVery 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 spwk
Everywhere (before conversion) For Widest range of insight Open to non-converters Against
Low responseActive invitation 2 - 5 Visitor-initiated 01 [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
timlb spwk
Everywhere (before conversion) For Widest range of insight Open to non-converters Against
Low responseActive invitation 2 - 5 Visitor-initiated 01 [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
timlb spwk
Everywhere (before conversion) For Widest range of insight Open to non-converters Against
Low responseActive invitation 2 - 5 Visitor-initiated 01 [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
timlb spwk
How to work with feedback surveys Where and how to askAfter 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
timlb spwk
No process = opinion not data = no insights
How to work with feedback surveys The Key Process free text commentsNo good just browsing through data 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 spwk
How to work with feedback surveys Integrate with GA Many systems have features for
sending data to GA o Custom dimensionsmetrics o Events (Values in standard reports)
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 spwk
Go fishing like this
Photos wwwsimradcom
timlb spwk
Make connections
use clues from one source to drive investigations in another and
build insight
Key Point The Tactic
timlb spwk
timlb spwk
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
timlb spwk
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
timlb spwk
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb spwk
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 spwk
Customer File Demographics
Need to 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
timlb spwk
Customer File Demographics
Need to 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
timlb spwk
GA what do we knowWhere 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
(and more tools)
timlb spwk
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 spwk
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb spwk
GA Segments
User segments Sequence segments Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014
httpbitlySuperweekCarmenMardiros
timlb spwk
GA Tracking Errors
Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements
Benefits Short term measurable improvements (online this session)
May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line
httpbitlySuperweekGAErrors
timlb spwk
Examples of usability errors which can be fixed Very valuable Confusing promotional codes
Mandatory fields o Is it really needed o If yes can it be made more obvious
Formats for post codes and phone numbers o Use better validation and intelligent templates
Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results
o nb search lsquoenter search term herersquo prompt
timlb spwk
Checkout errors cost how much
timlb spwk
The checkout errors for one medium (email)
Different people - Different Problems
timlb spwk
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwkbitlytimlbSuperweek2015
Feedback Systems (just some of them)
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
timlb spwk
Key Point The Strategy
Think about people Think about what people want to do on sites
not just how to can get them therespwk
Recruit analysts for empathy as well as curiosity
timlb spwk
The formulaUse quick techniques to seek out clues not definitive data
+
Use whatever tools you have now
+
Match back to central analytics data everywhere
=
Get quick pay-off
timlb spwk
Donrsquot just go fishing
Photo Karwik httpswwwflickrcomphotoskarwik
timlb spwk
What have we got
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 spwk
What 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 spwk
GA Intent - Carmenrsquos Done it BetterStudy Carmen Mardirosrsquo Superweek 2014 Visitor Intent Smart clues for understanding customer journeys
httpbitlySuperweekCarmenMardiros
timlb spwk
Top Priority Voice of Visitor
Let your visitors tell you What they want
What to fix
httpbitlySuperweekSurveys
timlb spwk
Why feedback surveys are so goodVery 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 spwk
Everywhere (before conversion) For Widest range of insight Open to non-converters Against
Low responseActive invitation 2 - 5 Visitor-initiated 01 [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
timlb spwk
Everywhere (before conversion) For Widest range of insight Open to non-converters Against
Low responseActive invitation 2 - 5 Visitor-initiated 01 [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
timlb spwk
Everywhere (before conversion) For Widest range of insight Open to non-converters Against
Low responseActive invitation 2 - 5 Visitor-initiated 01 [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
timlb spwk
How to work with feedback surveys Where and how to askAfter 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
timlb spwk
No process = opinion not data = no insights
How to work with feedback surveys The Key Process free text commentsNo good just browsing through data 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 spwk
How to work with feedback surveys Integrate with GA Many systems have features for
sending data to GA o Custom dimensionsmetrics o Events (Values in standard reports)
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 spwk
Go fishing like this
Photos wwwsimradcom
timlb spwk
Make connections
use clues from one source to drive investigations in another and
build insight
Key Point The Tactic
timlb spwk
timlb spwk
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
timlb spwk
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
timlb spwk
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb spwk
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 spwk
Customer File Demographics
Need to 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
timlb spwk
Customer File Demographics
Need to 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
timlb spwk
GA what do we knowWhere 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
(and more tools)
timlb spwk
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 spwk
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb spwk
GA Segments
User segments Sequence segments Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014
httpbitlySuperweekCarmenMardiros
timlb spwk
GA Tracking Errors
Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements
Benefits Short term measurable improvements (online this session)
May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line
httpbitlySuperweekGAErrors
timlb spwk
Examples of usability errors which can be fixed Very valuable Confusing promotional codes
Mandatory fields o Is it really needed o If yes can it be made more obvious
Formats for post codes and phone numbers o Use better validation and intelligent templates
Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results
o nb search lsquoenter search term herersquo prompt
timlb spwk
Checkout errors cost how much
timlb spwk
The checkout errors for one medium (email)
Different people - Different Problems
timlb spwk
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwkbitlytimlbSuperweek2015
Feedback Systems (just some of them)
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
timlb spwk
The formulaUse quick techniques to seek out clues not definitive data
+
Use whatever tools you have now
+
Match back to central analytics data everywhere
=
Get quick pay-off
timlb spwk
Donrsquot just go fishing
Photo Karwik httpswwwflickrcomphotoskarwik
timlb spwk
What have we got
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 spwk
What 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 spwk
GA Intent - Carmenrsquos Done it BetterStudy Carmen Mardirosrsquo Superweek 2014 Visitor Intent Smart clues for understanding customer journeys
httpbitlySuperweekCarmenMardiros
timlb spwk
Top Priority Voice of Visitor
Let your visitors tell you What they want
What to fix
httpbitlySuperweekSurveys
timlb spwk
Why feedback surveys are so goodVery 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 spwk
Everywhere (before conversion) For Widest range of insight Open to non-converters Against
Low responseActive invitation 2 - 5 Visitor-initiated 01 [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
timlb spwk
Everywhere (before conversion) For Widest range of insight Open to non-converters Against
Low responseActive invitation 2 - 5 Visitor-initiated 01 [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
timlb spwk
Everywhere (before conversion) For Widest range of insight Open to non-converters Against
Low responseActive invitation 2 - 5 Visitor-initiated 01 [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
timlb spwk
How to work with feedback surveys Where and how to askAfter 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
timlb spwk
No process = opinion not data = no insights
How to work with feedback surveys The Key Process free text commentsNo good just browsing through data 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 spwk
How to work with feedback surveys Integrate with GA Many systems have features for
sending data to GA o Custom dimensionsmetrics o Events (Values in standard reports)
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 spwk
Go fishing like this
Photos wwwsimradcom
timlb spwk
Make connections
use clues from one source to drive investigations in another and
build insight
Key Point The Tactic
timlb spwk
timlb spwk
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
timlb spwk
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
timlb spwk
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb spwk
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 spwk
Customer File Demographics
Need to 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
timlb spwk
Customer File Demographics
Need to 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
timlb spwk
GA what do we knowWhere 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
(and more tools)
timlb spwk
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 spwk
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb spwk
GA Segments
User segments Sequence segments Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014
httpbitlySuperweekCarmenMardiros
timlb spwk
GA Tracking Errors
Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements
Benefits Short term measurable improvements (online this session)
May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line
httpbitlySuperweekGAErrors
timlb spwk
Examples of usability errors which can be fixed Very valuable Confusing promotional codes
Mandatory fields o Is it really needed o If yes can it be made more obvious
Formats for post codes and phone numbers o Use better validation and intelligent templates
Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results
o nb search lsquoenter search term herersquo prompt
timlb spwk
Checkout errors cost how much
timlb spwk
The checkout errors for one medium (email)
Different people - Different Problems
timlb spwk
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwkbitlytimlbSuperweek2015
Feedback Systems (just some of them)
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
timlb spwk
Donrsquot just go fishing
Photo Karwik httpswwwflickrcomphotoskarwik
timlb spwk
What have we got
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 spwk
What 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 spwk
GA Intent - Carmenrsquos Done it BetterStudy Carmen Mardirosrsquo Superweek 2014 Visitor Intent Smart clues for understanding customer journeys
httpbitlySuperweekCarmenMardiros
timlb spwk
Top Priority Voice of Visitor
Let your visitors tell you What they want
What to fix
httpbitlySuperweekSurveys
timlb spwk
Why feedback surveys are so goodVery 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 spwk
Everywhere (before conversion) For Widest range of insight Open to non-converters Against
Low responseActive invitation 2 - 5 Visitor-initiated 01 [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
timlb spwk
Everywhere (before conversion) For Widest range of insight Open to non-converters Against
Low responseActive invitation 2 - 5 Visitor-initiated 01 [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
timlb spwk
Everywhere (before conversion) For Widest range of insight Open to non-converters Against
Low responseActive invitation 2 - 5 Visitor-initiated 01 [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
timlb spwk
How to work with feedback surveys Where and how to askAfter 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
timlb spwk
No process = opinion not data = no insights
How to work with feedback surveys The Key Process free text commentsNo good just browsing through data 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 spwk
How to work with feedback surveys Integrate with GA Many systems have features for
sending data to GA o Custom dimensionsmetrics o Events (Values in standard reports)
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 spwk
Go fishing like this
Photos wwwsimradcom
timlb spwk
Make connections
use clues from one source to drive investigations in another and
build insight
Key Point The Tactic
timlb spwk
timlb spwk
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
timlb spwk
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
timlb spwk
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb spwk
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 spwk
Customer File Demographics
Need to 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
timlb spwk
Customer File Demographics
Need to 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
timlb spwk
GA what do we knowWhere 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
(and more tools)
timlb spwk
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 spwk
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb spwk
GA Segments
User segments Sequence segments Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014
httpbitlySuperweekCarmenMardiros
timlb spwk
GA Tracking Errors
Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements
Benefits Short term measurable improvements (online this session)
May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line
httpbitlySuperweekGAErrors
timlb spwk
Examples of usability errors which can be fixed Very valuable Confusing promotional codes
Mandatory fields o Is it really needed o If yes can it be made more obvious
Formats for post codes and phone numbers o Use better validation and intelligent templates
Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results
o nb search lsquoenter search term herersquo prompt
timlb spwk
Checkout errors cost how much
timlb spwk
The checkout errors for one medium (email)
Different people - Different Problems
timlb spwk
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwkbitlytimlbSuperweek2015
Feedback Systems (just some of them)
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
timlb spwk
What have we got
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 spwk
What 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 spwk
GA Intent - Carmenrsquos Done it BetterStudy Carmen Mardirosrsquo Superweek 2014 Visitor Intent Smart clues for understanding customer journeys
httpbitlySuperweekCarmenMardiros
timlb spwk
Top Priority Voice of Visitor
Let your visitors tell you What they want
What to fix
httpbitlySuperweekSurveys
timlb spwk
Why feedback surveys are so goodVery 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 spwk
Everywhere (before conversion) For Widest range of insight Open to non-converters Against
Low responseActive invitation 2 - 5 Visitor-initiated 01 [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
timlb spwk
Everywhere (before conversion) For Widest range of insight Open to non-converters Against
Low responseActive invitation 2 - 5 Visitor-initiated 01 [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
timlb spwk
Everywhere (before conversion) For Widest range of insight Open to non-converters Against
Low responseActive invitation 2 - 5 Visitor-initiated 01 [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
timlb spwk
How to work with feedback surveys Where and how to askAfter 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
timlb spwk
No process = opinion not data = no insights
How to work with feedback surveys The Key Process free text commentsNo good just browsing through data 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 spwk
How to work with feedback surveys Integrate with GA Many systems have features for
sending data to GA o Custom dimensionsmetrics o Events (Values in standard reports)
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 spwk
Go fishing like this
Photos wwwsimradcom
timlb spwk
Make connections
use clues from one source to drive investigations in another and
build insight
Key Point The Tactic
timlb spwk
timlb spwk
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
timlb spwk
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
timlb spwk
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb spwk
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 spwk
Customer File Demographics
Need to 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
timlb spwk
Customer File Demographics
Need to 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
timlb spwk
GA what do we knowWhere 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
(and more tools)
timlb spwk
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 spwk
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb spwk
GA Segments
User segments Sequence segments Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014
httpbitlySuperweekCarmenMardiros
timlb spwk
GA Tracking Errors
Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements
Benefits Short term measurable improvements (online this session)
May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line
httpbitlySuperweekGAErrors
timlb spwk
Examples of usability errors which can be fixed Very valuable Confusing promotional codes
Mandatory fields o Is it really needed o If yes can it be made more obvious
Formats for post codes and phone numbers o Use better validation and intelligent templates
Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results
o nb search lsquoenter search term herersquo prompt
timlb spwk
Checkout errors cost how much
timlb spwk
The checkout errors for one medium (email)
Different people - Different Problems
timlb spwk
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwkbitlytimlbSuperweek2015
Feedback Systems (just some of them)
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
timlb spwk
What 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 spwk
GA Intent - Carmenrsquos Done it BetterStudy Carmen Mardirosrsquo Superweek 2014 Visitor Intent Smart clues for understanding customer journeys
httpbitlySuperweekCarmenMardiros
timlb spwk
Top Priority Voice of Visitor
Let your visitors tell you What they want
What to fix
httpbitlySuperweekSurveys
timlb spwk
Why feedback surveys are so goodVery 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 spwk
Everywhere (before conversion) For Widest range of insight Open to non-converters Against
Low responseActive invitation 2 - 5 Visitor-initiated 01 [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
timlb spwk
Everywhere (before conversion) For Widest range of insight Open to non-converters Against
Low responseActive invitation 2 - 5 Visitor-initiated 01 [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
timlb spwk
Everywhere (before conversion) For Widest range of insight Open to non-converters Against
Low responseActive invitation 2 - 5 Visitor-initiated 01 [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
timlb spwk
How to work with feedback surveys Where and how to askAfter 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
timlb spwk
No process = opinion not data = no insights
How to work with feedback surveys The Key Process free text commentsNo good just browsing through data 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 spwk
How to work with feedback surveys Integrate with GA Many systems have features for
sending data to GA o Custom dimensionsmetrics o Events (Values in standard reports)
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 spwk
Go fishing like this
Photos wwwsimradcom
timlb spwk
Make connections
use clues from one source to drive investigations in another and
build insight
Key Point The Tactic
timlb spwk
timlb spwk
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
timlb spwk
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
timlb spwk
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb spwk
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 spwk
Customer File Demographics
Need to 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
timlb spwk
Customer File Demographics
Need to 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
timlb spwk
GA what do we knowWhere 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
(and more tools)
timlb spwk
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 spwk
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb spwk
GA Segments
User segments Sequence segments Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014
httpbitlySuperweekCarmenMardiros
timlb spwk
GA Tracking Errors
Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements
Benefits Short term measurable improvements (online this session)
May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line
httpbitlySuperweekGAErrors
timlb spwk
Examples of usability errors which can be fixed Very valuable Confusing promotional codes
Mandatory fields o Is it really needed o If yes can it be made more obvious
Formats for post codes and phone numbers o Use better validation and intelligent templates
Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results
o nb search lsquoenter search term herersquo prompt
timlb spwk
Checkout errors cost how much
timlb spwk
The checkout errors for one medium (email)
Different people - Different Problems
timlb spwk
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwkbitlytimlbSuperweek2015
Feedback Systems (just some of them)
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
timlb spwk
GA Intent - Carmenrsquos Done it BetterStudy Carmen Mardirosrsquo Superweek 2014 Visitor Intent Smart clues for understanding customer journeys
httpbitlySuperweekCarmenMardiros
timlb spwk
Top Priority Voice of Visitor
Let your visitors tell you What they want
What to fix
httpbitlySuperweekSurveys
timlb spwk
Why feedback surveys are so goodVery 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 spwk
Everywhere (before conversion) For Widest range of insight Open to non-converters Against
Low responseActive invitation 2 - 5 Visitor-initiated 01 [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
timlb spwk
Everywhere (before conversion) For Widest range of insight Open to non-converters Against
Low responseActive invitation 2 - 5 Visitor-initiated 01 [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
timlb spwk
Everywhere (before conversion) For Widest range of insight Open to non-converters Against
Low responseActive invitation 2 - 5 Visitor-initiated 01 [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
timlb spwk
How to work with feedback surveys Where and how to askAfter 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
timlb spwk
No process = opinion not data = no insights
How to work with feedback surveys The Key Process free text commentsNo good just browsing through data 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 spwk
How to work with feedback surveys Integrate with GA Many systems have features for
sending data to GA o Custom dimensionsmetrics o Events (Values in standard reports)
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 spwk
Go fishing like this
Photos wwwsimradcom
timlb spwk
Make connections
use clues from one source to drive investigations in another and
build insight
Key Point The Tactic
timlb spwk
timlb spwk
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
timlb spwk
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
timlb spwk
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb spwk
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 spwk
Customer File Demographics
Need to 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
timlb spwk
Customer File Demographics
Need to 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
timlb spwk
GA what do we knowWhere 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
(and more tools)
timlb spwk
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 spwk
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb spwk
GA Segments
User segments Sequence segments Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014
httpbitlySuperweekCarmenMardiros
timlb spwk
GA Tracking Errors
Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements
Benefits Short term measurable improvements (online this session)
May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line
httpbitlySuperweekGAErrors
timlb spwk
Examples of usability errors which can be fixed Very valuable Confusing promotional codes
Mandatory fields o Is it really needed o If yes can it be made more obvious
Formats for post codes and phone numbers o Use better validation and intelligent templates
Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results
o nb search lsquoenter search term herersquo prompt
timlb spwk
Checkout errors cost how much
timlb spwk
The checkout errors for one medium (email)
Different people - Different Problems
timlb spwk
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwkbitlytimlbSuperweek2015
Feedback Systems (just some of them)
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
timlb spwk
Top Priority Voice of Visitor
Let your visitors tell you What they want
What to fix
httpbitlySuperweekSurveys
timlb spwk
Why feedback surveys are so goodVery 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 spwk
Everywhere (before conversion) For Widest range of insight Open to non-converters Against
Low responseActive invitation 2 - 5 Visitor-initiated 01 [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
timlb spwk
Everywhere (before conversion) For Widest range of insight Open to non-converters Against
Low responseActive invitation 2 - 5 Visitor-initiated 01 [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
timlb spwk
Everywhere (before conversion) For Widest range of insight Open to non-converters Against
Low responseActive invitation 2 - 5 Visitor-initiated 01 [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
timlb spwk
How to work with feedback surveys Where and how to askAfter 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
timlb spwk
No process = opinion not data = no insights
How to work with feedback surveys The Key Process free text commentsNo good just browsing through data 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 spwk
How to work with feedback surveys Integrate with GA Many systems have features for
sending data to GA o Custom dimensionsmetrics o Events (Values in standard reports)
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 spwk
Go fishing like this
Photos wwwsimradcom
timlb spwk
Make connections
use clues from one source to drive investigations in another and
build insight
Key Point The Tactic
timlb spwk
timlb spwk
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
timlb spwk
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
timlb spwk
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb spwk
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 spwk
Customer File Demographics
Need to 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
timlb spwk
Customer File Demographics
Need to 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
timlb spwk
GA what do we knowWhere 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
(and more tools)
timlb spwk
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 spwk
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb spwk
GA Segments
User segments Sequence segments Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014
httpbitlySuperweekCarmenMardiros
timlb spwk
GA Tracking Errors
Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements
Benefits Short term measurable improvements (online this session)
May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line
httpbitlySuperweekGAErrors
timlb spwk
Examples of usability errors which can be fixed Very valuable Confusing promotional codes
Mandatory fields o Is it really needed o If yes can it be made more obvious
Formats for post codes and phone numbers o Use better validation and intelligent templates
Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results
o nb search lsquoenter search term herersquo prompt
timlb spwk
Checkout errors cost how much
timlb spwk
The checkout errors for one medium (email)
Different people - Different Problems
timlb spwk
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwkbitlytimlbSuperweek2015
Feedback Systems (just some of them)
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
timlb spwk
Why feedback surveys are so goodVery 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 spwk
Everywhere (before conversion) For Widest range of insight Open to non-converters Against
Low responseActive invitation 2 - 5 Visitor-initiated 01 [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
timlb spwk
Everywhere (before conversion) For Widest range of insight Open to non-converters Against
Low responseActive invitation 2 - 5 Visitor-initiated 01 [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
timlb spwk
Everywhere (before conversion) For Widest range of insight Open to non-converters Against
Low responseActive invitation 2 - 5 Visitor-initiated 01 [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
timlb spwk
How to work with feedback surveys Where and how to askAfter 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
timlb spwk
No process = opinion not data = no insights
How to work with feedback surveys The Key Process free text commentsNo good just browsing through data 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 spwk
How to work with feedback surveys Integrate with GA Many systems have features for
sending data to GA o Custom dimensionsmetrics o Events (Values in standard reports)
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 spwk
Go fishing like this
Photos wwwsimradcom
timlb spwk
Make connections
use clues from one source to drive investigations in another and
build insight
Key Point The Tactic
timlb spwk
timlb spwk
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
timlb spwk
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
timlb spwk
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb spwk
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 spwk
Customer File Demographics
Need to 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
timlb spwk
Customer File Demographics
Need to 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
timlb spwk
GA what do we knowWhere 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
(and more tools)
timlb spwk
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 spwk
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb spwk
GA Segments
User segments Sequence segments Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014
httpbitlySuperweekCarmenMardiros
timlb spwk
GA Tracking Errors
Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements
Benefits Short term measurable improvements (online this session)
May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line
httpbitlySuperweekGAErrors
timlb spwk
Examples of usability errors which can be fixed Very valuable Confusing promotional codes
Mandatory fields o Is it really needed o If yes can it be made more obvious
Formats for post codes and phone numbers o Use better validation and intelligent templates
Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results
o nb search lsquoenter search term herersquo prompt
timlb spwk
Checkout errors cost how much
timlb spwk
The checkout errors for one medium (email)
Different people - Different Problems
timlb spwk
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwkbitlytimlbSuperweek2015
Feedback Systems (just some of them)
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
timlb spwk
Everywhere (before conversion) For Widest range of insight Open to non-converters Against
Low responseActive invitation 2 - 5 Visitor-initiated 01 [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
timlb spwk
Everywhere (before conversion) For Widest range of insight Open to non-converters Against
Low responseActive invitation 2 - 5 Visitor-initiated 01 [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
timlb spwk
Everywhere (before conversion) For Widest range of insight Open to non-converters Against
Low responseActive invitation 2 - 5 Visitor-initiated 01 [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
timlb spwk
How to work with feedback surveys Where and how to askAfter 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
timlb spwk
No process = opinion not data = no insights
How to work with feedback surveys The Key Process free text commentsNo good just browsing through data 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 spwk
How to work with feedback surveys Integrate with GA Many systems have features for
sending data to GA o Custom dimensionsmetrics o Events (Values in standard reports)
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 spwk
Go fishing like this
Photos wwwsimradcom
timlb spwk
Make connections
use clues from one source to drive investigations in another and
build insight
Key Point The Tactic
timlb spwk
timlb spwk
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
timlb spwk
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
timlb spwk
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb spwk
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 spwk
Customer File Demographics
Need to 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
timlb spwk
Customer File Demographics
Need to 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
timlb spwk
GA what do we knowWhere 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
(and more tools)
timlb spwk
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 spwk
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb spwk
GA Segments
User segments Sequence segments Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014
httpbitlySuperweekCarmenMardiros
timlb spwk
GA Tracking Errors
Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements
Benefits Short term measurable improvements (online this session)
May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line
httpbitlySuperweekGAErrors
timlb spwk
Examples of usability errors which can be fixed Very valuable Confusing promotional codes
Mandatory fields o Is it really needed o If yes can it be made more obvious
Formats for post codes and phone numbers o Use better validation and intelligent templates
Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results
o nb search lsquoenter search term herersquo prompt
timlb spwk
Checkout errors cost how much
timlb spwk
The checkout errors for one medium (email)
Different people - Different Problems
timlb spwk
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwkbitlytimlbSuperweek2015
Feedback Systems (just some of them)
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
timlb spwk
Everywhere (before conversion) For Widest range of insight Open to non-converters Against
Low responseActive invitation 2 - 5 Visitor-initiated 01 [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
timlb spwk
Everywhere (before conversion) For Widest range of insight Open to non-converters Against
Low responseActive invitation 2 - 5 Visitor-initiated 01 [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
timlb spwk
How to work with feedback surveys Where and how to askAfter 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
timlb spwk
No process = opinion not data = no insights
How to work with feedback surveys The Key Process free text commentsNo good just browsing through data 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 spwk
How to work with feedback surveys Integrate with GA Many systems have features for
sending data to GA o Custom dimensionsmetrics o Events (Values in standard reports)
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 spwk
Go fishing like this
Photos wwwsimradcom
timlb spwk
Make connections
use clues from one source to drive investigations in another and
build insight
Key Point The Tactic
timlb spwk
timlb spwk
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
timlb spwk
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
timlb spwk
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb spwk
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 spwk
Customer File Demographics
Need to 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
timlb spwk
Customer File Demographics
Need to 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
timlb spwk
GA what do we knowWhere 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
(and more tools)
timlb spwk
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 spwk
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb spwk
GA Segments
User segments Sequence segments Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014
httpbitlySuperweekCarmenMardiros
timlb spwk
GA Tracking Errors
Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements
Benefits Short term measurable improvements (online this session)
May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line
httpbitlySuperweekGAErrors
timlb spwk
Examples of usability errors which can be fixed Very valuable Confusing promotional codes
Mandatory fields o Is it really needed o If yes can it be made more obvious
Formats for post codes and phone numbers o Use better validation and intelligent templates
Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results
o nb search lsquoenter search term herersquo prompt
timlb spwk
Checkout errors cost how much
timlb spwk
The checkout errors for one medium (email)
Different people - Different Problems
timlb spwk
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwkbitlytimlbSuperweek2015
Feedback Systems (just some of them)
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
timlb spwk
Everywhere (before conversion) For Widest range of insight Open to non-converters Against
Low responseActive invitation 2 - 5 Visitor-initiated 01 [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
timlb spwk
How to work with feedback surveys Where and how to askAfter 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
timlb spwk
No process = opinion not data = no insights
How to work with feedback surveys The Key Process free text commentsNo good just browsing through data 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 spwk
How to work with feedback surveys Integrate with GA Many systems have features for
sending data to GA o Custom dimensionsmetrics o Events (Values in standard reports)
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 spwk
Go fishing like this
Photos wwwsimradcom
timlb spwk
Make connections
use clues from one source to drive investigations in another and
build insight
Key Point The Tactic
timlb spwk
timlb spwk
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
timlb spwk
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
timlb spwk
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb spwk
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 spwk
Customer File Demographics
Need to 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
timlb spwk
Customer File Demographics
Need to 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
timlb spwk
GA what do we knowWhere 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
(and more tools)
timlb spwk
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 spwk
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb spwk
GA Segments
User segments Sequence segments Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014
httpbitlySuperweekCarmenMardiros
timlb spwk
GA Tracking Errors
Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements
Benefits Short term measurable improvements (online this session)
May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line
httpbitlySuperweekGAErrors
timlb spwk
Examples of usability errors which can be fixed Very valuable Confusing promotional codes
Mandatory fields o Is it really needed o If yes can it be made more obvious
Formats for post codes and phone numbers o Use better validation and intelligent templates
Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results
o nb search lsquoenter search term herersquo prompt
timlb spwk
Checkout errors cost how much
timlb spwk
The checkout errors for one medium (email)
Different people - Different Problems
timlb spwk
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwkbitlytimlbSuperweek2015
Feedback Systems (just some of them)
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
timlb spwk
How to work with feedback surveys Where and how to askAfter 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
timlb spwk
No process = opinion not data = no insights
How to work with feedback surveys The Key Process free text commentsNo good just browsing through data 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 spwk
How to work with feedback surveys Integrate with GA Many systems have features for
sending data to GA o Custom dimensionsmetrics o Events (Values in standard reports)
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 spwk
Go fishing like this
Photos wwwsimradcom
timlb spwk
Make connections
use clues from one source to drive investigations in another and
build insight
Key Point The Tactic
timlb spwk
timlb spwk
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
timlb spwk
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
timlb spwk
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb spwk
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 spwk
Customer File Demographics
Need to 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
timlb spwk
Customer File Demographics
Need to 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
timlb spwk
GA what do we knowWhere 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
(and more tools)
timlb spwk
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 spwk
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb spwk
GA Segments
User segments Sequence segments Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014
httpbitlySuperweekCarmenMardiros
timlb spwk
GA Tracking Errors
Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements
Benefits Short term measurable improvements (online this session)
May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line
httpbitlySuperweekGAErrors
timlb spwk
Examples of usability errors which can be fixed Very valuable Confusing promotional codes
Mandatory fields o Is it really needed o If yes can it be made more obvious
Formats for post codes and phone numbers o Use better validation and intelligent templates
Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results
o nb search lsquoenter search term herersquo prompt
timlb spwk
Checkout errors cost how much
timlb spwk
The checkout errors for one medium (email)
Different people - Different Problems
timlb spwk
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwkbitlytimlbSuperweek2015
Feedback Systems (just some of them)
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
timlb spwk
No process = opinion not data = no insights
How to work with feedback surveys The Key Process free text commentsNo good just browsing through data 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 spwk
How to work with feedback surveys Integrate with GA Many systems have features for
sending data to GA o Custom dimensionsmetrics o Events (Values in standard reports)
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 spwk
Go fishing like this
Photos wwwsimradcom
timlb spwk
Make connections
use clues from one source to drive investigations in another and
build insight
Key Point The Tactic
timlb spwk
timlb spwk
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
timlb spwk
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
timlb spwk
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb spwk
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 spwk
Customer File Demographics
Need to 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
timlb spwk
Customer File Demographics
Need to 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
timlb spwk
GA what do we knowWhere 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
(and more tools)
timlb spwk
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 spwk
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb spwk
GA Segments
User segments Sequence segments Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014
httpbitlySuperweekCarmenMardiros
timlb spwk
GA Tracking Errors
Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements
Benefits Short term measurable improvements (online this session)
May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line
httpbitlySuperweekGAErrors
timlb spwk
Examples of usability errors which can be fixed Very valuable Confusing promotional codes
Mandatory fields o Is it really needed o If yes can it be made more obvious
Formats for post codes and phone numbers o Use better validation and intelligent templates
Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results
o nb search lsquoenter search term herersquo prompt
timlb spwk
Checkout errors cost how much
timlb spwk
The checkout errors for one medium (email)
Different people - Different Problems
timlb spwk
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwkbitlytimlbSuperweek2015
Feedback Systems (just some of them)
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
timlb spwk
How to work with feedback surveys Integrate with GA Many systems have features for
sending data to GA o Custom dimensionsmetrics o Events (Values in standard reports)
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 spwk
Go fishing like this
Photos wwwsimradcom
timlb spwk
Make connections
use clues from one source to drive investigations in another and
build insight
Key Point The Tactic
timlb spwk
timlb spwk
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
timlb spwk
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
timlb spwk
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb spwk
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 spwk
Customer File Demographics
Need to 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
timlb spwk
Customer File Demographics
Need to 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
timlb spwk
GA what do we knowWhere 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
(and more tools)
timlb spwk
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 spwk
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb spwk
GA Segments
User segments Sequence segments Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014
httpbitlySuperweekCarmenMardiros
timlb spwk
GA Tracking Errors
Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements
Benefits Short term measurable improvements (online this session)
May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line
httpbitlySuperweekGAErrors
timlb spwk
Examples of usability errors which can be fixed Very valuable Confusing promotional codes
Mandatory fields o Is it really needed o If yes can it be made more obvious
Formats for post codes and phone numbers o Use better validation and intelligent templates
Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results
o nb search lsquoenter search term herersquo prompt
timlb spwk
Checkout errors cost how much
timlb spwk
The checkout errors for one medium (email)
Different people - Different Problems
timlb spwk
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwkbitlytimlbSuperweek2015
Feedback Systems (just some of them)
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
timlb spwk
Go fishing like this
Photos wwwsimradcom
timlb spwk
Make connections
use clues from one source to drive investigations in another and
build insight
Key Point The Tactic
timlb spwk
timlb spwk
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
timlb spwk
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
timlb spwk
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb spwk
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 spwk
Customer File Demographics
Need to 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
timlb spwk
Customer File Demographics
Need to 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
timlb spwk
GA what do we knowWhere 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
(and more tools)
timlb spwk
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 spwk
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb spwk
GA Segments
User segments Sequence segments Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014
httpbitlySuperweekCarmenMardiros
timlb spwk
GA Tracking Errors
Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements
Benefits Short term measurable improvements (online this session)
May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line
httpbitlySuperweekGAErrors
timlb spwk
Examples of usability errors which can be fixed Very valuable Confusing promotional codes
Mandatory fields o Is it really needed o If yes can it be made more obvious
Formats for post codes and phone numbers o Use better validation and intelligent templates
Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results
o nb search lsquoenter search term herersquo prompt
timlb spwk
Checkout errors cost how much
timlb spwk
The checkout errors for one medium (email)
Different people - Different Problems
timlb spwk
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwkbitlytimlbSuperweek2015
Feedback Systems (just some of them)
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
timlb spwk
Make connections
use clues from one source to drive investigations in another and
build insight
Key Point The Tactic
timlb spwk
timlb spwk
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
timlb spwk
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
timlb spwk
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb spwk
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 spwk
Customer File Demographics
Need to 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
timlb spwk
Customer File Demographics
Need to 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
timlb spwk
GA what do we knowWhere 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
(and more tools)
timlb spwk
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 spwk
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb spwk
GA Segments
User segments Sequence segments Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014
httpbitlySuperweekCarmenMardiros
timlb spwk
GA Tracking Errors
Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements
Benefits Short term measurable improvements (online this session)
May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line
httpbitlySuperweekGAErrors
timlb spwk
Examples of usability errors which can be fixed Very valuable Confusing promotional codes
Mandatory fields o Is it really needed o If yes can it be made more obvious
Formats for post codes and phone numbers o Use better validation and intelligent templates
Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results
o nb search lsquoenter search term herersquo prompt
timlb spwk
Checkout errors cost how much
timlb spwk
The checkout errors for one medium (email)
Different people - Different Problems
timlb spwk
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwkbitlytimlbSuperweek2015
Feedback Systems (just some of them)
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
timlb spwk
timlb spwk
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
timlb spwk
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
timlb spwk
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb spwk
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 spwk
Customer File Demographics
Need to 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
timlb spwk
Customer File Demographics
Need to 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
timlb spwk
GA what do we knowWhere 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
(and more tools)
timlb spwk
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 spwk
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb spwk
GA Segments
User segments Sequence segments Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014
httpbitlySuperweekCarmenMardiros
timlb spwk
GA Tracking Errors
Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements
Benefits Short term measurable improvements (online this session)
May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line
httpbitlySuperweekGAErrors
timlb spwk
Examples of usability errors which can be fixed Very valuable Confusing promotional codes
Mandatory fields o Is it really needed o If yes can it be made more obvious
Formats for post codes and phone numbers o Use better validation and intelligent templates
Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results
o nb search lsquoenter search term herersquo prompt
timlb spwk
Checkout errors cost how much
timlb spwk
The checkout errors for one medium (email)
Different people - Different Problems
timlb spwk
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwkbitlytimlbSuperweek2015
Feedback Systems (just some of them)
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
timlb spwk
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
timlb spwk
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
timlb spwk
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb spwk
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 spwk
Customer File Demographics
Need to 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
timlb spwk
Customer File Demographics
Need to 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
timlb spwk
GA what do we knowWhere 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
(and more tools)
timlb spwk
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 spwk
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb spwk
GA Segments
User segments Sequence segments Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014
httpbitlySuperweekCarmenMardiros
timlb spwk
GA Tracking Errors
Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements
Benefits Short term measurable improvements (online this session)
May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line
httpbitlySuperweekGAErrors
timlb spwk
Examples of usability errors which can be fixed Very valuable Confusing promotional codes
Mandatory fields o Is it really needed o If yes can it be made more obvious
Formats for post codes and phone numbers o Use better validation and intelligent templates
Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results
o nb search lsquoenter search term herersquo prompt
timlb spwk
Checkout errors cost how much
timlb spwk
The checkout errors for one medium (email)
Different people - Different Problems
timlb spwk
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwkbitlytimlbSuperweek2015
Feedback Systems (just some of them)
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
timlb spwk
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
timlb spwk
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb spwk
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 spwk
Customer File Demographics
Need to 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
timlb spwk
Customer File Demographics
Need to 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
timlb spwk
GA what do we knowWhere 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
(and more tools)
timlb spwk
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 spwk
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb spwk
GA Segments
User segments Sequence segments Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014
httpbitlySuperweekCarmenMardiros
timlb spwk
GA Tracking Errors
Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements
Benefits Short term measurable improvements (online this session)
May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line
httpbitlySuperweekGAErrors
timlb spwk
Examples of usability errors which can be fixed Very valuable Confusing promotional codes
Mandatory fields o Is it really needed o If yes can it be made more obvious
Formats for post codes and phone numbers o Use better validation and intelligent templates
Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results
o nb search lsquoenter search term herersquo prompt
timlb spwk
Checkout errors cost how much
timlb spwk
The checkout errors for one medium (email)
Different people - Different Problems
timlb spwk
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwkbitlytimlbSuperweek2015
Feedback Systems (just some of them)
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
timlb spwk
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb spwk
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 spwk
Customer File Demographics
Need to 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
timlb spwk
Customer File Demographics
Need to 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
timlb spwk
GA what do we knowWhere 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
(and more tools)
timlb spwk
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 spwk
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb spwk
GA Segments
User segments Sequence segments Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014
httpbitlySuperweekCarmenMardiros
timlb spwk
GA Tracking Errors
Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements
Benefits Short term measurable improvements (online this session)
May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line
httpbitlySuperweekGAErrors
timlb spwk
Examples of usability errors which can be fixed Very valuable Confusing promotional codes
Mandatory fields o Is it really needed o If yes can it be made more obvious
Formats for post codes and phone numbers o Use better validation and intelligent templates
Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results
o nb search lsquoenter search term herersquo prompt
timlb spwk
Checkout errors cost how much
timlb spwk
The checkout errors for one medium (email)
Different people - Different Problems
timlb spwk
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwkbitlytimlbSuperweek2015
Feedback Systems (just some of them)
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
timlb spwk
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 spwk
Customer File Demographics
Need to 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
timlb spwk
Customer File Demographics
Need to 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
timlb spwk
GA what do we knowWhere 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
(and more tools)
timlb spwk
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 spwk
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb spwk
GA Segments
User segments Sequence segments Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014
httpbitlySuperweekCarmenMardiros
timlb spwk
GA Tracking Errors
Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements
Benefits Short term measurable improvements (online this session)
May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line
httpbitlySuperweekGAErrors
timlb spwk
Examples of usability errors which can be fixed Very valuable Confusing promotional codes
Mandatory fields o Is it really needed o If yes can it be made more obvious
Formats for post codes and phone numbers o Use better validation and intelligent templates
Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results
o nb search lsquoenter search term herersquo prompt
timlb spwk
Checkout errors cost how much
timlb spwk
The checkout errors for one medium (email)
Different people - Different Problems
timlb spwk
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwkbitlytimlbSuperweek2015
Feedback Systems (just some of them)
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
timlb spwk
Customer File Demographics
Need to 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
timlb spwk
Customer File Demographics
Need to 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
timlb spwk
GA what do we knowWhere 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
(and more tools)
timlb spwk
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 spwk
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb spwk
GA Segments
User segments Sequence segments Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014
httpbitlySuperweekCarmenMardiros
timlb spwk
GA Tracking Errors
Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements
Benefits Short term measurable improvements (online this session)
May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line
httpbitlySuperweekGAErrors
timlb spwk
Examples of usability errors which can be fixed Very valuable Confusing promotional codes
Mandatory fields o Is it really needed o If yes can it be made more obvious
Formats for post codes and phone numbers o Use better validation and intelligent templates
Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results
o nb search lsquoenter search term herersquo prompt
timlb spwk
Checkout errors cost how much
timlb spwk
The checkout errors for one medium (email)
Different people - Different Problems
timlb spwk
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwkbitlytimlbSuperweek2015
Feedback Systems (just some of them)
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
timlb spwk
Customer File Demographics
Need to 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
timlb spwk
GA what do we knowWhere 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
(and more tools)
timlb spwk
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 spwk
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb spwk
GA Segments
User segments Sequence segments Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014
httpbitlySuperweekCarmenMardiros
timlb spwk
GA Tracking Errors
Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements
Benefits Short term measurable improvements (online this session)
May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line
httpbitlySuperweekGAErrors
timlb spwk
Examples of usability errors which can be fixed Very valuable Confusing promotional codes
Mandatory fields o Is it really needed o If yes can it be made more obvious
Formats for post codes and phone numbers o Use better validation and intelligent templates
Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results
o nb search lsquoenter search term herersquo prompt
timlb spwk
Checkout errors cost how much
timlb spwk
The checkout errors for one medium (email)
Different people - Different Problems
timlb spwk
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwkbitlytimlbSuperweek2015
Feedback Systems (just some of them)
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
timlb spwk
GA what do we knowWhere 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
(and more tools)
timlb spwk
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 spwk
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb spwk
GA Segments
User segments Sequence segments Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014
httpbitlySuperweekCarmenMardiros
timlb spwk
GA Tracking Errors
Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements
Benefits Short term measurable improvements (online this session)
May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line
httpbitlySuperweekGAErrors
timlb spwk
Examples of usability errors which can be fixed Very valuable Confusing promotional codes
Mandatory fields o Is it really needed o If yes can it be made more obvious
Formats for post codes and phone numbers o Use better validation and intelligent templates
Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results
o nb search lsquoenter search term herersquo prompt
timlb spwk
Checkout errors cost how much
timlb spwk
The checkout errors for one medium (email)
Different people - Different Problems
timlb spwk
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwkbitlytimlbSuperweek2015
Feedback Systems (just some of them)
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
timlb spwk
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 spwk
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb spwk
GA Segments
User segments Sequence segments Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014
httpbitlySuperweekCarmenMardiros
timlb spwk
GA Tracking Errors
Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements
Benefits Short term measurable improvements (online this session)
May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line
httpbitlySuperweekGAErrors
timlb spwk
Examples of usability errors which can be fixed Very valuable Confusing promotional codes
Mandatory fields o Is it really needed o If yes can it be made more obvious
Formats for post codes and phone numbers o Use better validation and intelligent templates
Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results
o nb search lsquoenter search term herersquo prompt
timlb spwk
Checkout errors cost how much
timlb spwk
The checkout errors for one medium (email)
Different people - Different Problems
timlb spwk
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwkbitlytimlbSuperweek2015
Feedback Systems (just some of them)
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
timlb spwk
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb spwk
GA Segments
User segments Sequence segments Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014
httpbitlySuperweekCarmenMardiros
timlb spwk
GA Tracking Errors
Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements
Benefits Short term measurable improvements (online this session)
May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line
httpbitlySuperweekGAErrors
timlb spwk
Examples of usability errors which can be fixed Very valuable Confusing promotional codes
Mandatory fields o Is it really needed o If yes can it be made more obvious
Formats for post codes and phone numbers o Use better validation and intelligent templates
Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results
o nb search lsquoenter search term herersquo prompt
timlb spwk
Checkout errors cost how much
timlb spwk
The checkout errors for one medium (email)
Different people - Different Problems
timlb spwk
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwkbitlytimlbSuperweek2015
Feedback Systems (just some of them)
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
timlb spwk
GA Segments
User segments Sequence segments Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014
httpbitlySuperweekCarmenMardiros
timlb spwk
GA Tracking Errors
Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements
Benefits Short term measurable improvements (online this session)
May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line
httpbitlySuperweekGAErrors
timlb spwk
Examples of usability errors which can be fixed Very valuable Confusing promotional codes
Mandatory fields o Is it really needed o If yes can it be made more obvious
Formats for post codes and phone numbers o Use better validation and intelligent templates
Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results
o nb search lsquoenter search term herersquo prompt
timlb spwk
Checkout errors cost how much
timlb spwk
The checkout errors for one medium (email)
Different people - Different Problems
timlb spwk
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwkbitlytimlbSuperweek2015
Feedback Systems (just some of them)
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
timlb spwk
GA Tracking Errors
Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements
Benefits Short term measurable improvements (online this session)
May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line
httpbitlySuperweekGAErrors
timlb spwk
Examples of usability errors which can be fixed Very valuable Confusing promotional codes
Mandatory fields o Is it really needed o If yes can it be made more obvious
Formats for post codes and phone numbers o Use better validation and intelligent templates
Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results
o nb search lsquoenter search term herersquo prompt
timlb spwk
Checkout errors cost how much
timlb spwk
The checkout errors for one medium (email)
Different people - Different Problems
timlb spwk
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwkbitlytimlbSuperweek2015
Feedback Systems (just some of them)
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
timlb spwk
Examples of usability errors which can be fixed Very valuable Confusing promotional codes
Mandatory fields o Is it really needed o If yes can it be made more obvious
Formats for post codes and phone numbers o Use better validation and intelligent templates
Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results
o nb search lsquoenter search term herersquo prompt
timlb spwk
Checkout errors cost how much
timlb spwk
The checkout errors for one medium (email)
Different people - Different Problems
timlb spwk
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwkbitlytimlbSuperweek2015
Feedback Systems (just some of them)
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
timlb spwk
Checkout errors cost how much
timlb spwk
The checkout errors for one medium (email)
Different people - Different Problems
timlb spwk
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwkbitlytimlbSuperweek2015
Feedback Systems (just some of them)
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
timlb spwk
The checkout errors for one medium (email)
Different people - Different Problems
timlb spwk
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwkbitlytimlbSuperweek2015
Feedback Systems (just some of them)
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
timlb spwk
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwkbitlytimlbSuperweek2015
Feedback Systems (just some of them)
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwkbitlytimlbSuperweek2015
Feedback Systems (just some of them)
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
timlb spwk
View of the Internet from my siteNon-web Internet
Rest of web Rival sites Facebook
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwkbitlytimlbSuperweek2015
Feedback Systems (just some of them)
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwkbitlytimlbSuperweek2015
Feedback Systems (just some of them)
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
timlb spwk
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
spwk
Final Key Point Just one thing
Your AgendaVisitor Agenda
timlb spwkbitlytimlbSuperweek2015
Feedback Systems (just some of them)
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
timlb spwkbitlytimlbSuperweek2015
Feedback Systems (just some of them)
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom