Conversionboost 2015 tlb
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Transcript of Conversionboost 2015 tlb
timlb cboostdk
User Centred OptimisationItrsquos about people not clicks
timlb
Started working on web in 1993 Primary interest What people do on line What people want to do What companies would like them to do
httpwwwbryaneisenbergcomhidden-secrets-of-amazon
timlb cboostdk
People Centred OptimisationOptimising the Experience
timlb cboostdk
An inconvenient truth people use phones
timlb cboostdk
An inconvenient truth people use phonespeople will use devices we havenrsquot imaginedhellip
timlb cboostdk
Phone became top device last year
httpbitlytimlbGoogleMobileSearch
timlb cboostdk
Phone became top device last year
httpbitlytimlbGoogleMobileSearch
mcmillanstu
timlb cboostdk
People use phones differentlyhellip
httpbitlytimlbGoogleMobileSearch
timlb cboostdk
The world as seen by the record industry (1993 style)
timlb
The hope
ldquoHalf the money I spent on advertising is wastedhelliprdquo The web held out such promise
Built by people who were used to data
And we could track lsquoeverythingrsquo
So much better than off-line
We seized on this valuable idea
and used it to build an industry
timlb
The Analytics Arms Racehellip
ldquoIf we just had more datardquo Huge efforts on multiple session attribution Huge efforts on cross-device tracking Huge efforts on visualisation GA joins the arms race and offers
Multi-session reporting lsquoUserrsquo segments Sequence segments (User id tracking)
timlb
The Analytics Arms Racehellip
ldquoIf we just had more datardquo Huge efforts on multiple session attribution Huge efforts on cross-device tracking Huge efforts on visualisation GA joins the arms race and offers
Multi-session reporting lsquoUserrsquo segments Sequence segments (User id tracking) hellipchasing rainbows
timlb
Buthellip The tools forget about the people
Classic example Tools optimise emails for what tools measure lsquoOpensrsquo and lsquoclicksrsquo We CAN optimise for peoplevalue with hold-out tests (But the easy metrics are in the reports and testing is extra work Sohellip)
timlb
Conversion rate also flawedhellip
Not conversions real person Not even conversions unique visitors GA Conversion rate = conversions ldquosessionsrdquo
httpwwwkaushiknetavinashuniversal-analytics-implementation-tips-strategy-tactics
timlb
And so are sessions or visits
30 minute time out arbitrary convention httpwwwsimoahavacomanalyticsthe-schema-conspiracy
Look at your own data
Funnel entrances on impossible pages ldquoReturningrdquo visits on the same day
httpbitlytimlbGaSegmentSameDayTransaction
timlb
Meanwhileldquo$40 billion is spent on digital advertising in the US on an annual
basis while between $2 and 5 billion is spent on designing services
So we set a big expectation and then donrsquot deliverrdquo - Chris Risdon of Adaptive Path
cited by Gerry McGovern January 2015 httpwwwgerrymcgoverncomnew-thinkingadvertising-and-marketing-are-broken-how-do-we-fix-them
timlb
Suggestion re-balance effort
Spend more time trying to understand our users as people
Look for the ldquowhyrdquo as well as the ldquowhatrdquo
Find out what people are trying to do
Learn whatrsquos stopping them doing it
Re-balance some of the $40 billion from advertising to the $5
billion for lsquoservice designrsquo
timlb cboostdk
Key Point The Strategy
Think about people
Think about what people want to do on sites not just how to can get them there
timlb cboostdk
Key Point The Strategy
Think about people
Think about what people want to do on sites not just how to can get them there
Recruit analysts for empathy as well as curiosity
timlb
The tactics
Use quick techniques to seek out clues not definitive data
+
Use cheap and quick tools
+
Cross-reference or triangulate clues and data
=
Start optimising for people not cookies
timlb
Donrsquot just go fishing
Photo Karwik httpswwwflickrcomphotoskarwik
timlb
Ok what do we know about people
timlb
Who are the people on our sites
Personas If you donrsquot use personas time to start If you do use personas do you find them in GA httpswwwinteraction-designorgencyclopediapersonashtml httpwwwbryaneisenbergcompersonas-magic-behind-mirror
timlb
What sources of clues have we got
GA Where people came from
Campaigns Non-campaign channels
What they did Path (pv landing funnels flows) Goals Content Grouping Errors Custom data
Maybe clues about who Demographics
Non-GA Feedback surveys Usability tests Scroll amp Click maps Session recordings Customer file demographics
timlb cboostdk
Top Priority Voice of Visitor
Let your visitors tell you What they want
What to fix
httpbitlytimsurveys
timlb cboostdk
Why feedback surveys are so good
Very fast No need to wait for data to reach scale
Very direct insights
People tell you their intention and expectations People tell you exactly what caused their problem (or what specifically what they liked)
Words are from real visitors
Valuable understanding of visitor language and terminology
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
Horror show invitation HT JamesGurd
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
Horror show invitation HT JamesGurd
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
timlb
What is the purpose of your visit today (Choices + ldquootherrdquo box)
Were you able to complete your task
Any other comments
How to work with feedback surveys
What to ask - mobile style
timlb
How to work with feedback surveys
Where and how to ask
After conversion For No risk to conversion Simple embedded form Can ask more questions Less skewed to complaints
learn what people like Surprise will include comments about previous
non-conversion visits High response
bull 15 - 35 start survey bull 5 - 10 include text comment
Against Only converters
timlb
How to work with feedback surveys
What to ask - post conversion
1 Net Promoter Question or Customer Effort Score 2 Were you able to do everything you wanted to do today 3 Any other comments (If yoursquore not storing email address with survey also ask for email address if a reply is needed)
Net Promoter or NPSreg Net Promoter Net Promoter Score and NPS are trademarks of Satmetrix Systems Inc Bain amp Company Inc and Fred Reichheld ldquoHow likely is it that you would recommend this site to a friend or colleaguerdquo Scale 0-10 where 0 is ldquovery unlikelyrdquo and 10 is ldquovery likelyrdquo 0-6 are lsquodetractorsrsquo 7-8 are lsquopassivesrsquo 9-10 are lsquopromotersrsquo Score = of lsquopromotersrsquo - of detractors Customer Effort Score ldquoHow much effort did you personally have to put forth to handle your requestrdquo Scale 1-5 where 1 is ldquovery low effortrdquo and 5 is ldquovery high effortrdquo
timlb
How to work with feedback surveys
The Key Process free text comments
No good just browsing comments MUST be systematic
lsquoTagrsquo according to theme Ideally tagging done by same person lsquoTaggerrsquo writes a regular report Report on trends Include lsquoverbatimrsquo sample comments for each
point in report Get comments from the contact centre too
timlb
Report in a consistent way Show trends Include relevant verbatim samples
How to work with feedback surveys
Beware confirmation bias
No process = opinion not data = no insights
timlb
Voice of Customer Not just about fixing bugs
Deeper Understanding peoplersquos language amp expectations Matt Lacey from PRWD in an Econsultancy blog on ab testing
ldquoIn one example we saw a lift of 4 in sales across the site for a large European retailer simply by changing the messages in the USP bar The key to this test was that the messages that won had come directly from the mouths of customers from user research prior to developing the hypotheses for the testrdquo httpbitlySuperweek2014USB
Product SuggestionsPeople will ask for new products they expected you to stock
Competitor IntelligencePeople will compare you to your rivals
timlb
How to work with feedback surveys
Integrate with GA
bull Many systems have features for sending data to GA
bull Custom dimensionsmetrics bull Events (Values in standard reports)
bull Warning never send Personally Identifiable Information to GA
Store anonymous survey-id for session-level analysishellip Bonus integrate with session recording
Suddenly data about people in GA
(purpose of visit)
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb
Go fishing like this
Photos wwwsimradcom
timlb cboostdk
Make connections
use clues from one source to drive investigations in another
and build insight
Triangulate if you can
Key Point The Tactic
timlb cboostdk
timlb
What else Usability Tests
Moderated Recruit real users Watch them yourself Ask questions
Un-moderated Panels
usertestingcom whatusersdocom
System only wwwopenhallwaycom
Photo webusabilitycouk
Photo tobiicom
userresearchbloggovuk wwwgovukservice-manualuser-researchers
timlb cboostdk
If you have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise
Large groups of people you would not expect Assumptions about users change Content of site needs to change
What else Customer Demographics
timlb
GA what do we know
Where people came from Disappearing data
Not provided Dark social (Direct)
Whatrsquos left Campaigns Sample referrers
What they did More and more data
Events Enhanced Ecommerce Custom data Data widening
Who they are Demographic clues
timlb
GA Make Campaigns Work Harder
Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent
Stage in conversion journey Kind of interest
Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good
Although technically easier to structure around visitors In reality has to be structured around ROI
timlb
GA Intent - Carmenrsquos Great Guide
Carmen Mardiros Superweek 2014 Visitor Intent Smart clues for understanding customer journeys
httpbitlySuperweekCarmenMardiros
timlb
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb
GA Segments and Micro-conversion
User segments Sequence segments
Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
httpbitlySuperweekCarmenMardiros
timlb
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
Thank you
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom httpwwwmayankhocom martijnvv prototype at Measurecamp London Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew httpgetsatalyticscom DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
Feedback Systems (just some of them)
timlb
Started working on web in 1993 Primary interest What people do on line What people want to do What companies would like them to do
httpwwwbryaneisenbergcomhidden-secrets-of-amazon
timlb cboostdk
People Centred OptimisationOptimising the Experience
timlb cboostdk
An inconvenient truth people use phones
timlb cboostdk
An inconvenient truth people use phonespeople will use devices we havenrsquot imaginedhellip
timlb cboostdk
Phone became top device last year
httpbitlytimlbGoogleMobileSearch
timlb cboostdk
Phone became top device last year
httpbitlytimlbGoogleMobileSearch
mcmillanstu
timlb cboostdk
People use phones differentlyhellip
httpbitlytimlbGoogleMobileSearch
timlb cboostdk
The world as seen by the record industry (1993 style)
timlb
The hope
ldquoHalf the money I spent on advertising is wastedhelliprdquo The web held out such promise
Built by people who were used to data
And we could track lsquoeverythingrsquo
So much better than off-line
We seized on this valuable idea
and used it to build an industry
timlb
The Analytics Arms Racehellip
ldquoIf we just had more datardquo Huge efforts on multiple session attribution Huge efforts on cross-device tracking Huge efforts on visualisation GA joins the arms race and offers
Multi-session reporting lsquoUserrsquo segments Sequence segments (User id tracking)
timlb
The Analytics Arms Racehellip
ldquoIf we just had more datardquo Huge efforts on multiple session attribution Huge efforts on cross-device tracking Huge efforts on visualisation GA joins the arms race and offers
Multi-session reporting lsquoUserrsquo segments Sequence segments (User id tracking) hellipchasing rainbows
timlb
Buthellip The tools forget about the people
Classic example Tools optimise emails for what tools measure lsquoOpensrsquo and lsquoclicksrsquo We CAN optimise for peoplevalue with hold-out tests (But the easy metrics are in the reports and testing is extra work Sohellip)
timlb
Conversion rate also flawedhellip
Not conversions real person Not even conversions unique visitors GA Conversion rate = conversions ldquosessionsrdquo
httpwwwkaushiknetavinashuniversal-analytics-implementation-tips-strategy-tactics
timlb
And so are sessions or visits
30 minute time out arbitrary convention httpwwwsimoahavacomanalyticsthe-schema-conspiracy
Look at your own data
Funnel entrances on impossible pages ldquoReturningrdquo visits on the same day
httpbitlytimlbGaSegmentSameDayTransaction
timlb
Meanwhileldquo$40 billion is spent on digital advertising in the US on an annual
basis while between $2 and 5 billion is spent on designing services
So we set a big expectation and then donrsquot deliverrdquo - Chris Risdon of Adaptive Path
cited by Gerry McGovern January 2015 httpwwwgerrymcgoverncomnew-thinkingadvertising-and-marketing-are-broken-how-do-we-fix-them
timlb
Suggestion re-balance effort
Spend more time trying to understand our users as people
Look for the ldquowhyrdquo as well as the ldquowhatrdquo
Find out what people are trying to do
Learn whatrsquos stopping them doing it
Re-balance some of the $40 billion from advertising to the $5
billion for lsquoservice designrsquo
timlb cboostdk
Key Point The Strategy
Think about people
Think about what people want to do on sites not just how to can get them there
timlb cboostdk
Key Point The Strategy
Think about people
Think about what people want to do on sites not just how to can get them there
Recruit analysts for empathy as well as curiosity
timlb
The tactics
Use quick techniques to seek out clues not definitive data
+
Use cheap and quick tools
+
Cross-reference or triangulate clues and data
=
Start optimising for people not cookies
timlb
Donrsquot just go fishing
Photo Karwik httpswwwflickrcomphotoskarwik
timlb
Ok what do we know about people
timlb
Who are the people on our sites
Personas If you donrsquot use personas time to start If you do use personas do you find them in GA httpswwwinteraction-designorgencyclopediapersonashtml httpwwwbryaneisenbergcompersonas-magic-behind-mirror
timlb
What sources of clues have we got
GA Where people came from
Campaigns Non-campaign channels
What they did Path (pv landing funnels flows) Goals Content Grouping Errors Custom data
Maybe clues about who Demographics
Non-GA Feedback surveys Usability tests Scroll amp Click maps Session recordings Customer file demographics
timlb cboostdk
Top Priority Voice of Visitor
Let your visitors tell you What they want
What to fix
httpbitlytimsurveys
timlb cboostdk
Why feedback surveys are so good
Very fast No need to wait for data to reach scale
Very direct insights
People tell you their intention and expectations People tell you exactly what caused their problem (or what specifically what they liked)
Words are from real visitors
Valuable understanding of visitor language and terminology
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
Horror show invitation HT JamesGurd
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
Horror show invitation HT JamesGurd
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
timlb
What is the purpose of your visit today (Choices + ldquootherrdquo box)
Were you able to complete your task
Any other comments
How to work with feedback surveys
What to ask - mobile style
timlb
How to work with feedback surveys
Where and how to ask
After conversion For No risk to conversion Simple embedded form Can ask more questions Less skewed to complaints
learn what people like Surprise will include comments about previous
non-conversion visits High response
bull 15 - 35 start survey bull 5 - 10 include text comment
Against Only converters
timlb
How to work with feedback surveys
What to ask - post conversion
1 Net Promoter Question or Customer Effort Score 2 Were you able to do everything you wanted to do today 3 Any other comments (If yoursquore not storing email address with survey also ask for email address if a reply is needed)
Net Promoter or NPSreg Net Promoter Net Promoter Score and NPS are trademarks of Satmetrix Systems Inc Bain amp Company Inc and Fred Reichheld ldquoHow likely is it that you would recommend this site to a friend or colleaguerdquo Scale 0-10 where 0 is ldquovery unlikelyrdquo and 10 is ldquovery likelyrdquo 0-6 are lsquodetractorsrsquo 7-8 are lsquopassivesrsquo 9-10 are lsquopromotersrsquo Score = of lsquopromotersrsquo - of detractors Customer Effort Score ldquoHow much effort did you personally have to put forth to handle your requestrdquo Scale 1-5 where 1 is ldquovery low effortrdquo and 5 is ldquovery high effortrdquo
timlb
How to work with feedback surveys
The Key Process free text comments
No good just browsing comments MUST be systematic
lsquoTagrsquo according to theme Ideally tagging done by same person lsquoTaggerrsquo writes a regular report Report on trends Include lsquoverbatimrsquo sample comments for each
point in report Get comments from the contact centre too
timlb
Report in a consistent way Show trends Include relevant verbatim samples
How to work with feedback surveys
Beware confirmation bias
No process = opinion not data = no insights
timlb
Voice of Customer Not just about fixing bugs
Deeper Understanding peoplersquos language amp expectations Matt Lacey from PRWD in an Econsultancy blog on ab testing
ldquoIn one example we saw a lift of 4 in sales across the site for a large European retailer simply by changing the messages in the USP bar The key to this test was that the messages that won had come directly from the mouths of customers from user research prior to developing the hypotheses for the testrdquo httpbitlySuperweek2014USB
Product SuggestionsPeople will ask for new products they expected you to stock
Competitor IntelligencePeople will compare you to your rivals
timlb
How to work with feedback surveys
Integrate with GA
bull Many systems have features for sending data to GA
bull Custom dimensionsmetrics bull Events (Values in standard reports)
bull Warning never send Personally Identifiable Information to GA
Store anonymous survey-id for session-level analysishellip Bonus integrate with session recording
Suddenly data about people in GA
(purpose of visit)
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb
Go fishing like this
Photos wwwsimradcom
timlb cboostdk
Make connections
use clues from one source to drive investigations in another
and build insight
Triangulate if you can
Key Point The Tactic
timlb cboostdk
timlb
What else Usability Tests
Moderated Recruit real users Watch them yourself Ask questions
Un-moderated Panels
usertestingcom whatusersdocom
System only wwwopenhallwaycom
Photo webusabilitycouk
Photo tobiicom
userresearchbloggovuk wwwgovukservice-manualuser-researchers
timlb cboostdk
If you have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise
Large groups of people you would not expect Assumptions about users change Content of site needs to change
What else Customer Demographics
timlb
GA what do we know
Where people came from Disappearing data
Not provided Dark social (Direct)
Whatrsquos left Campaigns Sample referrers
What they did More and more data
Events Enhanced Ecommerce Custom data Data widening
Who they are Demographic clues
timlb
GA Make Campaigns Work Harder
Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent
Stage in conversion journey Kind of interest
Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good
Although technically easier to structure around visitors In reality has to be structured around ROI
timlb
GA Intent - Carmenrsquos Great Guide
Carmen Mardiros Superweek 2014 Visitor Intent Smart clues for understanding customer journeys
httpbitlySuperweekCarmenMardiros
timlb
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb
GA Segments and Micro-conversion
User segments Sequence segments
Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
httpbitlySuperweekCarmenMardiros
timlb
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
Thank you
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom httpwwwmayankhocom martijnvv prototype at Measurecamp London Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew httpgetsatalyticscom DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
Feedback Systems (just some of them)
timlb cboostdk
People Centred OptimisationOptimising the Experience
timlb cboostdk
An inconvenient truth people use phones
timlb cboostdk
An inconvenient truth people use phonespeople will use devices we havenrsquot imaginedhellip
timlb cboostdk
Phone became top device last year
httpbitlytimlbGoogleMobileSearch
timlb cboostdk
Phone became top device last year
httpbitlytimlbGoogleMobileSearch
mcmillanstu
timlb cboostdk
People use phones differentlyhellip
httpbitlytimlbGoogleMobileSearch
timlb cboostdk
The world as seen by the record industry (1993 style)
timlb
The hope
ldquoHalf the money I spent on advertising is wastedhelliprdquo The web held out such promise
Built by people who were used to data
And we could track lsquoeverythingrsquo
So much better than off-line
We seized on this valuable idea
and used it to build an industry
timlb
The Analytics Arms Racehellip
ldquoIf we just had more datardquo Huge efforts on multiple session attribution Huge efforts on cross-device tracking Huge efforts on visualisation GA joins the arms race and offers
Multi-session reporting lsquoUserrsquo segments Sequence segments (User id tracking)
timlb
The Analytics Arms Racehellip
ldquoIf we just had more datardquo Huge efforts on multiple session attribution Huge efforts on cross-device tracking Huge efforts on visualisation GA joins the arms race and offers
Multi-session reporting lsquoUserrsquo segments Sequence segments (User id tracking) hellipchasing rainbows
timlb
Buthellip The tools forget about the people
Classic example Tools optimise emails for what tools measure lsquoOpensrsquo and lsquoclicksrsquo We CAN optimise for peoplevalue with hold-out tests (But the easy metrics are in the reports and testing is extra work Sohellip)
timlb
Conversion rate also flawedhellip
Not conversions real person Not even conversions unique visitors GA Conversion rate = conversions ldquosessionsrdquo
httpwwwkaushiknetavinashuniversal-analytics-implementation-tips-strategy-tactics
timlb
And so are sessions or visits
30 minute time out arbitrary convention httpwwwsimoahavacomanalyticsthe-schema-conspiracy
Look at your own data
Funnel entrances on impossible pages ldquoReturningrdquo visits on the same day
httpbitlytimlbGaSegmentSameDayTransaction
timlb
Meanwhileldquo$40 billion is spent on digital advertising in the US on an annual
basis while between $2 and 5 billion is spent on designing services
So we set a big expectation and then donrsquot deliverrdquo - Chris Risdon of Adaptive Path
cited by Gerry McGovern January 2015 httpwwwgerrymcgoverncomnew-thinkingadvertising-and-marketing-are-broken-how-do-we-fix-them
timlb
Suggestion re-balance effort
Spend more time trying to understand our users as people
Look for the ldquowhyrdquo as well as the ldquowhatrdquo
Find out what people are trying to do
Learn whatrsquos stopping them doing it
Re-balance some of the $40 billion from advertising to the $5
billion for lsquoservice designrsquo
timlb cboostdk
Key Point The Strategy
Think about people
Think about what people want to do on sites not just how to can get them there
timlb cboostdk
Key Point The Strategy
Think about people
Think about what people want to do on sites not just how to can get them there
Recruit analysts for empathy as well as curiosity
timlb
The tactics
Use quick techniques to seek out clues not definitive data
+
Use cheap and quick tools
+
Cross-reference or triangulate clues and data
=
Start optimising for people not cookies
timlb
Donrsquot just go fishing
Photo Karwik httpswwwflickrcomphotoskarwik
timlb
Ok what do we know about people
timlb
Who are the people on our sites
Personas If you donrsquot use personas time to start If you do use personas do you find them in GA httpswwwinteraction-designorgencyclopediapersonashtml httpwwwbryaneisenbergcompersonas-magic-behind-mirror
timlb
What sources of clues have we got
GA Where people came from
Campaigns Non-campaign channels
What they did Path (pv landing funnels flows) Goals Content Grouping Errors Custom data
Maybe clues about who Demographics
Non-GA Feedback surveys Usability tests Scroll amp Click maps Session recordings Customer file demographics
timlb cboostdk
Top Priority Voice of Visitor
Let your visitors tell you What they want
What to fix
httpbitlytimsurveys
timlb cboostdk
Why feedback surveys are so good
Very fast No need to wait for data to reach scale
Very direct insights
People tell you their intention and expectations People tell you exactly what caused their problem (or what specifically what they liked)
Words are from real visitors
Valuable understanding of visitor language and terminology
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
Horror show invitation HT JamesGurd
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
Horror show invitation HT JamesGurd
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
timlb
What is the purpose of your visit today (Choices + ldquootherrdquo box)
Were you able to complete your task
Any other comments
How to work with feedback surveys
What to ask - mobile style
timlb
How to work with feedback surveys
Where and how to ask
After conversion For No risk to conversion Simple embedded form Can ask more questions Less skewed to complaints
learn what people like Surprise will include comments about previous
non-conversion visits High response
bull 15 - 35 start survey bull 5 - 10 include text comment
Against Only converters
timlb
How to work with feedback surveys
What to ask - post conversion
1 Net Promoter Question or Customer Effort Score 2 Were you able to do everything you wanted to do today 3 Any other comments (If yoursquore not storing email address with survey also ask for email address if a reply is needed)
Net Promoter or NPSreg Net Promoter Net Promoter Score and NPS are trademarks of Satmetrix Systems Inc Bain amp Company Inc and Fred Reichheld ldquoHow likely is it that you would recommend this site to a friend or colleaguerdquo Scale 0-10 where 0 is ldquovery unlikelyrdquo and 10 is ldquovery likelyrdquo 0-6 are lsquodetractorsrsquo 7-8 are lsquopassivesrsquo 9-10 are lsquopromotersrsquo Score = of lsquopromotersrsquo - of detractors Customer Effort Score ldquoHow much effort did you personally have to put forth to handle your requestrdquo Scale 1-5 where 1 is ldquovery low effortrdquo and 5 is ldquovery high effortrdquo
timlb
How to work with feedback surveys
The Key Process free text comments
No good just browsing comments MUST be systematic
lsquoTagrsquo according to theme Ideally tagging done by same person lsquoTaggerrsquo writes a regular report Report on trends Include lsquoverbatimrsquo sample comments for each
point in report Get comments from the contact centre too
timlb
Report in a consistent way Show trends Include relevant verbatim samples
How to work with feedback surveys
Beware confirmation bias
No process = opinion not data = no insights
timlb
Voice of Customer Not just about fixing bugs
Deeper Understanding peoplersquos language amp expectations Matt Lacey from PRWD in an Econsultancy blog on ab testing
ldquoIn one example we saw a lift of 4 in sales across the site for a large European retailer simply by changing the messages in the USP bar The key to this test was that the messages that won had come directly from the mouths of customers from user research prior to developing the hypotheses for the testrdquo httpbitlySuperweek2014USB
Product SuggestionsPeople will ask for new products they expected you to stock
Competitor IntelligencePeople will compare you to your rivals
timlb
How to work with feedback surveys
Integrate with GA
bull Many systems have features for sending data to GA
bull Custom dimensionsmetrics bull Events (Values in standard reports)
bull Warning never send Personally Identifiable Information to GA
Store anonymous survey-id for session-level analysishellip Bonus integrate with session recording
Suddenly data about people in GA
(purpose of visit)
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb
Go fishing like this
Photos wwwsimradcom
timlb cboostdk
Make connections
use clues from one source to drive investigations in another
and build insight
Triangulate if you can
Key Point The Tactic
timlb cboostdk
timlb
What else Usability Tests
Moderated Recruit real users Watch them yourself Ask questions
Un-moderated Panels
usertestingcom whatusersdocom
System only wwwopenhallwaycom
Photo webusabilitycouk
Photo tobiicom
userresearchbloggovuk wwwgovukservice-manualuser-researchers
timlb cboostdk
If you have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise
Large groups of people you would not expect Assumptions about users change Content of site needs to change
What else Customer Demographics
timlb
GA what do we know
Where people came from Disappearing data
Not provided Dark social (Direct)
Whatrsquos left Campaigns Sample referrers
What they did More and more data
Events Enhanced Ecommerce Custom data Data widening
Who they are Demographic clues
timlb
GA Make Campaigns Work Harder
Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent
Stage in conversion journey Kind of interest
Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good
Although technically easier to structure around visitors In reality has to be structured around ROI
timlb
GA Intent - Carmenrsquos Great Guide
Carmen Mardiros Superweek 2014 Visitor Intent Smart clues for understanding customer journeys
httpbitlySuperweekCarmenMardiros
timlb
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb
GA Segments and Micro-conversion
User segments Sequence segments
Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
httpbitlySuperweekCarmenMardiros
timlb
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
Thank you
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom httpwwwmayankhocom martijnvv prototype at Measurecamp London Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew httpgetsatalyticscom DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
Feedback Systems (just some of them)
timlb cboostdk
An inconvenient truth people use phones
timlb cboostdk
An inconvenient truth people use phonespeople will use devices we havenrsquot imaginedhellip
timlb cboostdk
Phone became top device last year
httpbitlytimlbGoogleMobileSearch
timlb cboostdk
Phone became top device last year
httpbitlytimlbGoogleMobileSearch
mcmillanstu
timlb cboostdk
People use phones differentlyhellip
httpbitlytimlbGoogleMobileSearch
timlb cboostdk
The world as seen by the record industry (1993 style)
timlb
The hope
ldquoHalf the money I spent on advertising is wastedhelliprdquo The web held out such promise
Built by people who were used to data
And we could track lsquoeverythingrsquo
So much better than off-line
We seized on this valuable idea
and used it to build an industry
timlb
The Analytics Arms Racehellip
ldquoIf we just had more datardquo Huge efforts on multiple session attribution Huge efforts on cross-device tracking Huge efforts on visualisation GA joins the arms race and offers
Multi-session reporting lsquoUserrsquo segments Sequence segments (User id tracking)
timlb
The Analytics Arms Racehellip
ldquoIf we just had more datardquo Huge efforts on multiple session attribution Huge efforts on cross-device tracking Huge efforts on visualisation GA joins the arms race and offers
Multi-session reporting lsquoUserrsquo segments Sequence segments (User id tracking) hellipchasing rainbows
timlb
Buthellip The tools forget about the people
Classic example Tools optimise emails for what tools measure lsquoOpensrsquo and lsquoclicksrsquo We CAN optimise for peoplevalue with hold-out tests (But the easy metrics are in the reports and testing is extra work Sohellip)
timlb
Conversion rate also flawedhellip
Not conversions real person Not even conversions unique visitors GA Conversion rate = conversions ldquosessionsrdquo
httpwwwkaushiknetavinashuniversal-analytics-implementation-tips-strategy-tactics
timlb
And so are sessions or visits
30 minute time out arbitrary convention httpwwwsimoahavacomanalyticsthe-schema-conspiracy
Look at your own data
Funnel entrances on impossible pages ldquoReturningrdquo visits on the same day
httpbitlytimlbGaSegmentSameDayTransaction
timlb
Meanwhileldquo$40 billion is spent on digital advertising in the US on an annual
basis while between $2 and 5 billion is spent on designing services
So we set a big expectation and then donrsquot deliverrdquo - Chris Risdon of Adaptive Path
cited by Gerry McGovern January 2015 httpwwwgerrymcgoverncomnew-thinkingadvertising-and-marketing-are-broken-how-do-we-fix-them
timlb
Suggestion re-balance effort
Spend more time trying to understand our users as people
Look for the ldquowhyrdquo as well as the ldquowhatrdquo
Find out what people are trying to do
Learn whatrsquos stopping them doing it
Re-balance some of the $40 billion from advertising to the $5
billion for lsquoservice designrsquo
timlb cboostdk
Key Point The Strategy
Think about people
Think about what people want to do on sites not just how to can get them there
timlb cboostdk
Key Point The Strategy
Think about people
Think about what people want to do on sites not just how to can get them there
Recruit analysts for empathy as well as curiosity
timlb
The tactics
Use quick techniques to seek out clues not definitive data
+
Use cheap and quick tools
+
Cross-reference or triangulate clues and data
=
Start optimising for people not cookies
timlb
Donrsquot just go fishing
Photo Karwik httpswwwflickrcomphotoskarwik
timlb
Ok what do we know about people
timlb
Who are the people on our sites
Personas If you donrsquot use personas time to start If you do use personas do you find them in GA httpswwwinteraction-designorgencyclopediapersonashtml httpwwwbryaneisenbergcompersonas-magic-behind-mirror
timlb
What sources of clues have we got
GA Where people came from
Campaigns Non-campaign channels
What they did Path (pv landing funnels flows) Goals Content Grouping Errors Custom data
Maybe clues about who Demographics
Non-GA Feedback surveys Usability tests Scroll amp Click maps Session recordings Customer file demographics
timlb cboostdk
Top Priority Voice of Visitor
Let your visitors tell you What they want
What to fix
httpbitlytimsurveys
timlb cboostdk
Why feedback surveys are so good
Very fast No need to wait for data to reach scale
Very direct insights
People tell you their intention and expectations People tell you exactly what caused their problem (or what specifically what they liked)
Words are from real visitors
Valuable understanding of visitor language and terminology
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
Horror show invitation HT JamesGurd
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
Horror show invitation HT JamesGurd
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
timlb
What is the purpose of your visit today (Choices + ldquootherrdquo box)
Were you able to complete your task
Any other comments
How to work with feedback surveys
What to ask - mobile style
timlb
How to work with feedback surveys
Where and how to ask
After conversion For No risk to conversion Simple embedded form Can ask more questions Less skewed to complaints
learn what people like Surprise will include comments about previous
non-conversion visits High response
bull 15 - 35 start survey bull 5 - 10 include text comment
Against Only converters
timlb
How to work with feedback surveys
What to ask - post conversion
1 Net Promoter Question or Customer Effort Score 2 Were you able to do everything you wanted to do today 3 Any other comments (If yoursquore not storing email address with survey also ask for email address if a reply is needed)
Net Promoter or NPSreg Net Promoter Net Promoter Score and NPS are trademarks of Satmetrix Systems Inc Bain amp Company Inc and Fred Reichheld ldquoHow likely is it that you would recommend this site to a friend or colleaguerdquo Scale 0-10 where 0 is ldquovery unlikelyrdquo and 10 is ldquovery likelyrdquo 0-6 are lsquodetractorsrsquo 7-8 are lsquopassivesrsquo 9-10 are lsquopromotersrsquo Score = of lsquopromotersrsquo - of detractors Customer Effort Score ldquoHow much effort did you personally have to put forth to handle your requestrdquo Scale 1-5 where 1 is ldquovery low effortrdquo and 5 is ldquovery high effortrdquo
timlb
How to work with feedback surveys
The Key Process free text comments
No good just browsing comments MUST be systematic
lsquoTagrsquo according to theme Ideally tagging done by same person lsquoTaggerrsquo writes a regular report Report on trends Include lsquoverbatimrsquo sample comments for each
point in report Get comments from the contact centre too
timlb
Report in a consistent way Show trends Include relevant verbatim samples
How to work with feedback surveys
Beware confirmation bias
No process = opinion not data = no insights
timlb
Voice of Customer Not just about fixing bugs
Deeper Understanding peoplersquos language amp expectations Matt Lacey from PRWD in an Econsultancy blog on ab testing
ldquoIn one example we saw a lift of 4 in sales across the site for a large European retailer simply by changing the messages in the USP bar The key to this test was that the messages that won had come directly from the mouths of customers from user research prior to developing the hypotheses for the testrdquo httpbitlySuperweek2014USB
Product SuggestionsPeople will ask for new products they expected you to stock
Competitor IntelligencePeople will compare you to your rivals
timlb
How to work with feedback surveys
Integrate with GA
bull Many systems have features for sending data to GA
bull Custom dimensionsmetrics bull Events (Values in standard reports)
bull Warning never send Personally Identifiable Information to GA
Store anonymous survey-id for session-level analysishellip Bonus integrate with session recording
Suddenly data about people in GA
(purpose of visit)
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb
Go fishing like this
Photos wwwsimradcom
timlb cboostdk
Make connections
use clues from one source to drive investigations in another
and build insight
Triangulate if you can
Key Point The Tactic
timlb cboostdk
timlb
What else Usability Tests
Moderated Recruit real users Watch them yourself Ask questions
Un-moderated Panels
usertestingcom whatusersdocom
System only wwwopenhallwaycom
Photo webusabilitycouk
Photo tobiicom
userresearchbloggovuk wwwgovukservice-manualuser-researchers
timlb cboostdk
If you have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise
Large groups of people you would not expect Assumptions about users change Content of site needs to change
What else Customer Demographics
timlb
GA what do we know
Where people came from Disappearing data
Not provided Dark social (Direct)
Whatrsquos left Campaigns Sample referrers
What they did More and more data
Events Enhanced Ecommerce Custom data Data widening
Who they are Demographic clues
timlb
GA Make Campaigns Work Harder
Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent
Stage in conversion journey Kind of interest
Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good
Although technically easier to structure around visitors In reality has to be structured around ROI
timlb
GA Intent - Carmenrsquos Great Guide
Carmen Mardiros Superweek 2014 Visitor Intent Smart clues for understanding customer journeys
httpbitlySuperweekCarmenMardiros
timlb
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb
GA Segments and Micro-conversion
User segments Sequence segments
Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
httpbitlySuperweekCarmenMardiros
timlb
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
Thank you
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom httpwwwmayankhocom martijnvv prototype at Measurecamp London Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew httpgetsatalyticscom DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
Feedback Systems (just some of them)
timlb cboostdk
An inconvenient truth people use phonespeople will use devices we havenrsquot imaginedhellip
timlb cboostdk
Phone became top device last year
httpbitlytimlbGoogleMobileSearch
timlb cboostdk
Phone became top device last year
httpbitlytimlbGoogleMobileSearch
mcmillanstu
timlb cboostdk
People use phones differentlyhellip
httpbitlytimlbGoogleMobileSearch
timlb cboostdk
The world as seen by the record industry (1993 style)
timlb
The hope
ldquoHalf the money I spent on advertising is wastedhelliprdquo The web held out such promise
Built by people who were used to data
And we could track lsquoeverythingrsquo
So much better than off-line
We seized on this valuable idea
and used it to build an industry
timlb
The Analytics Arms Racehellip
ldquoIf we just had more datardquo Huge efforts on multiple session attribution Huge efforts on cross-device tracking Huge efforts on visualisation GA joins the arms race and offers
Multi-session reporting lsquoUserrsquo segments Sequence segments (User id tracking)
timlb
The Analytics Arms Racehellip
ldquoIf we just had more datardquo Huge efforts on multiple session attribution Huge efforts on cross-device tracking Huge efforts on visualisation GA joins the arms race and offers
Multi-session reporting lsquoUserrsquo segments Sequence segments (User id tracking) hellipchasing rainbows
timlb
Buthellip The tools forget about the people
Classic example Tools optimise emails for what tools measure lsquoOpensrsquo and lsquoclicksrsquo We CAN optimise for peoplevalue with hold-out tests (But the easy metrics are in the reports and testing is extra work Sohellip)
timlb
Conversion rate also flawedhellip
Not conversions real person Not even conversions unique visitors GA Conversion rate = conversions ldquosessionsrdquo
httpwwwkaushiknetavinashuniversal-analytics-implementation-tips-strategy-tactics
timlb
And so are sessions or visits
30 minute time out arbitrary convention httpwwwsimoahavacomanalyticsthe-schema-conspiracy
Look at your own data
Funnel entrances on impossible pages ldquoReturningrdquo visits on the same day
httpbitlytimlbGaSegmentSameDayTransaction
timlb
Meanwhileldquo$40 billion is spent on digital advertising in the US on an annual
basis while between $2 and 5 billion is spent on designing services
So we set a big expectation and then donrsquot deliverrdquo - Chris Risdon of Adaptive Path
cited by Gerry McGovern January 2015 httpwwwgerrymcgoverncomnew-thinkingadvertising-and-marketing-are-broken-how-do-we-fix-them
timlb
Suggestion re-balance effort
Spend more time trying to understand our users as people
Look for the ldquowhyrdquo as well as the ldquowhatrdquo
Find out what people are trying to do
Learn whatrsquos stopping them doing it
Re-balance some of the $40 billion from advertising to the $5
billion for lsquoservice designrsquo
timlb cboostdk
Key Point The Strategy
Think about people
Think about what people want to do on sites not just how to can get them there
timlb cboostdk
Key Point The Strategy
Think about people
Think about what people want to do on sites not just how to can get them there
Recruit analysts for empathy as well as curiosity
timlb
The tactics
Use quick techniques to seek out clues not definitive data
+
Use cheap and quick tools
+
Cross-reference or triangulate clues and data
=
Start optimising for people not cookies
timlb
Donrsquot just go fishing
Photo Karwik httpswwwflickrcomphotoskarwik
timlb
Ok what do we know about people
timlb
Who are the people on our sites
Personas If you donrsquot use personas time to start If you do use personas do you find them in GA httpswwwinteraction-designorgencyclopediapersonashtml httpwwwbryaneisenbergcompersonas-magic-behind-mirror
timlb
What sources of clues have we got
GA Where people came from
Campaigns Non-campaign channels
What they did Path (pv landing funnels flows) Goals Content Grouping Errors Custom data
Maybe clues about who Demographics
Non-GA Feedback surveys Usability tests Scroll amp Click maps Session recordings Customer file demographics
timlb cboostdk
Top Priority Voice of Visitor
Let your visitors tell you What they want
What to fix
httpbitlytimsurveys
timlb cboostdk
Why feedback surveys are so good
Very fast No need to wait for data to reach scale
Very direct insights
People tell you their intention and expectations People tell you exactly what caused their problem (or what specifically what they liked)
Words are from real visitors
Valuable understanding of visitor language and terminology
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
Horror show invitation HT JamesGurd
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
Horror show invitation HT JamesGurd
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
timlb
What is the purpose of your visit today (Choices + ldquootherrdquo box)
Were you able to complete your task
Any other comments
How to work with feedback surveys
What to ask - mobile style
timlb
How to work with feedback surveys
Where and how to ask
After conversion For No risk to conversion Simple embedded form Can ask more questions Less skewed to complaints
learn what people like Surprise will include comments about previous
non-conversion visits High response
bull 15 - 35 start survey bull 5 - 10 include text comment
Against Only converters
timlb
How to work with feedback surveys
What to ask - post conversion
1 Net Promoter Question or Customer Effort Score 2 Were you able to do everything you wanted to do today 3 Any other comments (If yoursquore not storing email address with survey also ask for email address if a reply is needed)
Net Promoter or NPSreg Net Promoter Net Promoter Score and NPS are trademarks of Satmetrix Systems Inc Bain amp Company Inc and Fred Reichheld ldquoHow likely is it that you would recommend this site to a friend or colleaguerdquo Scale 0-10 where 0 is ldquovery unlikelyrdquo and 10 is ldquovery likelyrdquo 0-6 are lsquodetractorsrsquo 7-8 are lsquopassivesrsquo 9-10 are lsquopromotersrsquo Score = of lsquopromotersrsquo - of detractors Customer Effort Score ldquoHow much effort did you personally have to put forth to handle your requestrdquo Scale 1-5 where 1 is ldquovery low effortrdquo and 5 is ldquovery high effortrdquo
timlb
How to work with feedback surveys
The Key Process free text comments
No good just browsing comments MUST be systematic
lsquoTagrsquo according to theme Ideally tagging done by same person lsquoTaggerrsquo writes a regular report Report on trends Include lsquoverbatimrsquo sample comments for each
point in report Get comments from the contact centre too
timlb
Report in a consistent way Show trends Include relevant verbatim samples
How to work with feedback surveys
Beware confirmation bias
No process = opinion not data = no insights
timlb
Voice of Customer Not just about fixing bugs
Deeper Understanding peoplersquos language amp expectations Matt Lacey from PRWD in an Econsultancy blog on ab testing
ldquoIn one example we saw a lift of 4 in sales across the site for a large European retailer simply by changing the messages in the USP bar The key to this test was that the messages that won had come directly from the mouths of customers from user research prior to developing the hypotheses for the testrdquo httpbitlySuperweek2014USB
Product SuggestionsPeople will ask for new products they expected you to stock
Competitor IntelligencePeople will compare you to your rivals
timlb
How to work with feedback surveys
Integrate with GA
bull Many systems have features for sending data to GA
bull Custom dimensionsmetrics bull Events (Values in standard reports)
bull Warning never send Personally Identifiable Information to GA
Store anonymous survey-id for session-level analysishellip Bonus integrate with session recording
Suddenly data about people in GA
(purpose of visit)
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb
Go fishing like this
Photos wwwsimradcom
timlb cboostdk
Make connections
use clues from one source to drive investigations in another
and build insight
Triangulate if you can
Key Point The Tactic
timlb cboostdk
timlb
What else Usability Tests
Moderated Recruit real users Watch them yourself Ask questions
Un-moderated Panels
usertestingcom whatusersdocom
System only wwwopenhallwaycom
Photo webusabilitycouk
Photo tobiicom
userresearchbloggovuk wwwgovukservice-manualuser-researchers
timlb cboostdk
If you have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise
Large groups of people you would not expect Assumptions about users change Content of site needs to change
What else Customer Demographics
timlb
GA what do we know
Where people came from Disappearing data
Not provided Dark social (Direct)
Whatrsquos left Campaigns Sample referrers
What they did More and more data
Events Enhanced Ecommerce Custom data Data widening
Who they are Demographic clues
timlb
GA Make Campaigns Work Harder
Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent
Stage in conversion journey Kind of interest
Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good
Although technically easier to structure around visitors In reality has to be structured around ROI
timlb
GA Intent - Carmenrsquos Great Guide
Carmen Mardiros Superweek 2014 Visitor Intent Smart clues for understanding customer journeys
httpbitlySuperweekCarmenMardiros
timlb
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb
GA Segments and Micro-conversion
User segments Sequence segments
Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
httpbitlySuperweekCarmenMardiros
timlb
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
Thank you
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom httpwwwmayankhocom martijnvv prototype at Measurecamp London Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew httpgetsatalyticscom DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
Feedback Systems (just some of them)
timlb cboostdk
Phone became top device last year
httpbitlytimlbGoogleMobileSearch
timlb cboostdk
Phone became top device last year
httpbitlytimlbGoogleMobileSearch
mcmillanstu
timlb cboostdk
People use phones differentlyhellip
httpbitlytimlbGoogleMobileSearch
timlb cboostdk
The world as seen by the record industry (1993 style)
timlb
The hope
ldquoHalf the money I spent on advertising is wastedhelliprdquo The web held out such promise
Built by people who were used to data
And we could track lsquoeverythingrsquo
So much better than off-line
We seized on this valuable idea
and used it to build an industry
timlb
The Analytics Arms Racehellip
ldquoIf we just had more datardquo Huge efforts on multiple session attribution Huge efforts on cross-device tracking Huge efforts on visualisation GA joins the arms race and offers
Multi-session reporting lsquoUserrsquo segments Sequence segments (User id tracking)
timlb
The Analytics Arms Racehellip
ldquoIf we just had more datardquo Huge efforts on multiple session attribution Huge efforts on cross-device tracking Huge efforts on visualisation GA joins the arms race and offers
Multi-session reporting lsquoUserrsquo segments Sequence segments (User id tracking) hellipchasing rainbows
timlb
Buthellip The tools forget about the people
Classic example Tools optimise emails for what tools measure lsquoOpensrsquo and lsquoclicksrsquo We CAN optimise for peoplevalue with hold-out tests (But the easy metrics are in the reports and testing is extra work Sohellip)
timlb
Conversion rate also flawedhellip
Not conversions real person Not even conversions unique visitors GA Conversion rate = conversions ldquosessionsrdquo
httpwwwkaushiknetavinashuniversal-analytics-implementation-tips-strategy-tactics
timlb
And so are sessions or visits
30 minute time out arbitrary convention httpwwwsimoahavacomanalyticsthe-schema-conspiracy
Look at your own data
Funnel entrances on impossible pages ldquoReturningrdquo visits on the same day
httpbitlytimlbGaSegmentSameDayTransaction
timlb
Meanwhileldquo$40 billion is spent on digital advertising in the US on an annual
basis while between $2 and 5 billion is spent on designing services
So we set a big expectation and then donrsquot deliverrdquo - Chris Risdon of Adaptive Path
cited by Gerry McGovern January 2015 httpwwwgerrymcgoverncomnew-thinkingadvertising-and-marketing-are-broken-how-do-we-fix-them
timlb
Suggestion re-balance effort
Spend more time trying to understand our users as people
Look for the ldquowhyrdquo as well as the ldquowhatrdquo
Find out what people are trying to do
Learn whatrsquos stopping them doing it
Re-balance some of the $40 billion from advertising to the $5
billion for lsquoservice designrsquo
timlb cboostdk
Key Point The Strategy
Think about people
Think about what people want to do on sites not just how to can get them there
timlb cboostdk
Key Point The Strategy
Think about people
Think about what people want to do on sites not just how to can get them there
Recruit analysts for empathy as well as curiosity
timlb
The tactics
Use quick techniques to seek out clues not definitive data
+
Use cheap and quick tools
+
Cross-reference or triangulate clues and data
=
Start optimising for people not cookies
timlb
Donrsquot just go fishing
Photo Karwik httpswwwflickrcomphotoskarwik
timlb
Ok what do we know about people
timlb
Who are the people on our sites
Personas If you donrsquot use personas time to start If you do use personas do you find them in GA httpswwwinteraction-designorgencyclopediapersonashtml httpwwwbryaneisenbergcompersonas-magic-behind-mirror
timlb
What sources of clues have we got
GA Where people came from
Campaigns Non-campaign channels
What they did Path (pv landing funnels flows) Goals Content Grouping Errors Custom data
Maybe clues about who Demographics
Non-GA Feedback surveys Usability tests Scroll amp Click maps Session recordings Customer file demographics
timlb cboostdk
Top Priority Voice of Visitor
Let your visitors tell you What they want
What to fix
httpbitlytimsurveys
timlb cboostdk
Why feedback surveys are so good
Very fast No need to wait for data to reach scale
Very direct insights
People tell you their intention and expectations People tell you exactly what caused their problem (or what specifically what they liked)
Words are from real visitors
Valuable understanding of visitor language and terminology
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
Horror show invitation HT JamesGurd
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
Horror show invitation HT JamesGurd
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
timlb
What is the purpose of your visit today (Choices + ldquootherrdquo box)
Were you able to complete your task
Any other comments
How to work with feedback surveys
What to ask - mobile style
timlb
How to work with feedback surveys
Where and how to ask
After conversion For No risk to conversion Simple embedded form Can ask more questions Less skewed to complaints
learn what people like Surprise will include comments about previous
non-conversion visits High response
bull 15 - 35 start survey bull 5 - 10 include text comment
Against Only converters
timlb
How to work with feedback surveys
What to ask - post conversion
1 Net Promoter Question or Customer Effort Score 2 Were you able to do everything you wanted to do today 3 Any other comments (If yoursquore not storing email address with survey also ask for email address if a reply is needed)
Net Promoter or NPSreg Net Promoter Net Promoter Score and NPS are trademarks of Satmetrix Systems Inc Bain amp Company Inc and Fred Reichheld ldquoHow likely is it that you would recommend this site to a friend or colleaguerdquo Scale 0-10 where 0 is ldquovery unlikelyrdquo and 10 is ldquovery likelyrdquo 0-6 are lsquodetractorsrsquo 7-8 are lsquopassivesrsquo 9-10 are lsquopromotersrsquo Score = of lsquopromotersrsquo - of detractors Customer Effort Score ldquoHow much effort did you personally have to put forth to handle your requestrdquo Scale 1-5 where 1 is ldquovery low effortrdquo and 5 is ldquovery high effortrdquo
timlb
How to work with feedback surveys
The Key Process free text comments
No good just browsing comments MUST be systematic
lsquoTagrsquo according to theme Ideally tagging done by same person lsquoTaggerrsquo writes a regular report Report on trends Include lsquoverbatimrsquo sample comments for each
point in report Get comments from the contact centre too
timlb
Report in a consistent way Show trends Include relevant verbatim samples
How to work with feedback surveys
Beware confirmation bias
No process = opinion not data = no insights
timlb
Voice of Customer Not just about fixing bugs
Deeper Understanding peoplersquos language amp expectations Matt Lacey from PRWD in an Econsultancy blog on ab testing
ldquoIn one example we saw a lift of 4 in sales across the site for a large European retailer simply by changing the messages in the USP bar The key to this test was that the messages that won had come directly from the mouths of customers from user research prior to developing the hypotheses for the testrdquo httpbitlySuperweek2014USB
Product SuggestionsPeople will ask for new products they expected you to stock
Competitor IntelligencePeople will compare you to your rivals
timlb
How to work with feedback surveys
Integrate with GA
bull Many systems have features for sending data to GA
bull Custom dimensionsmetrics bull Events (Values in standard reports)
bull Warning never send Personally Identifiable Information to GA
Store anonymous survey-id for session-level analysishellip Bonus integrate with session recording
Suddenly data about people in GA
(purpose of visit)
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb
Go fishing like this
Photos wwwsimradcom
timlb cboostdk
Make connections
use clues from one source to drive investigations in another
and build insight
Triangulate if you can
Key Point The Tactic
timlb cboostdk
timlb
What else Usability Tests
Moderated Recruit real users Watch them yourself Ask questions
Un-moderated Panels
usertestingcom whatusersdocom
System only wwwopenhallwaycom
Photo webusabilitycouk
Photo tobiicom
userresearchbloggovuk wwwgovukservice-manualuser-researchers
timlb cboostdk
If you have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise
Large groups of people you would not expect Assumptions about users change Content of site needs to change
What else Customer Demographics
timlb
GA what do we know
Where people came from Disappearing data
Not provided Dark social (Direct)
Whatrsquos left Campaigns Sample referrers
What they did More and more data
Events Enhanced Ecommerce Custom data Data widening
Who they are Demographic clues
timlb
GA Make Campaigns Work Harder
Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent
Stage in conversion journey Kind of interest
Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good
Although technically easier to structure around visitors In reality has to be structured around ROI
timlb
GA Intent - Carmenrsquos Great Guide
Carmen Mardiros Superweek 2014 Visitor Intent Smart clues for understanding customer journeys
httpbitlySuperweekCarmenMardiros
timlb
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb
GA Segments and Micro-conversion
User segments Sequence segments
Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
httpbitlySuperweekCarmenMardiros
timlb
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
Thank you
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom httpwwwmayankhocom martijnvv prototype at Measurecamp London Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew httpgetsatalyticscom DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
Feedback Systems (just some of them)
timlb cboostdk
Phone became top device last year
httpbitlytimlbGoogleMobileSearch
mcmillanstu
timlb cboostdk
People use phones differentlyhellip
httpbitlytimlbGoogleMobileSearch
timlb cboostdk
The world as seen by the record industry (1993 style)
timlb
The hope
ldquoHalf the money I spent on advertising is wastedhelliprdquo The web held out such promise
Built by people who were used to data
And we could track lsquoeverythingrsquo
So much better than off-line
We seized on this valuable idea
and used it to build an industry
timlb
The Analytics Arms Racehellip
ldquoIf we just had more datardquo Huge efforts on multiple session attribution Huge efforts on cross-device tracking Huge efforts on visualisation GA joins the arms race and offers
Multi-session reporting lsquoUserrsquo segments Sequence segments (User id tracking)
timlb
The Analytics Arms Racehellip
ldquoIf we just had more datardquo Huge efforts on multiple session attribution Huge efforts on cross-device tracking Huge efforts on visualisation GA joins the arms race and offers
Multi-session reporting lsquoUserrsquo segments Sequence segments (User id tracking) hellipchasing rainbows
timlb
Buthellip The tools forget about the people
Classic example Tools optimise emails for what tools measure lsquoOpensrsquo and lsquoclicksrsquo We CAN optimise for peoplevalue with hold-out tests (But the easy metrics are in the reports and testing is extra work Sohellip)
timlb
Conversion rate also flawedhellip
Not conversions real person Not even conversions unique visitors GA Conversion rate = conversions ldquosessionsrdquo
httpwwwkaushiknetavinashuniversal-analytics-implementation-tips-strategy-tactics
timlb
And so are sessions or visits
30 minute time out arbitrary convention httpwwwsimoahavacomanalyticsthe-schema-conspiracy
Look at your own data
Funnel entrances on impossible pages ldquoReturningrdquo visits on the same day
httpbitlytimlbGaSegmentSameDayTransaction
timlb
Meanwhileldquo$40 billion is spent on digital advertising in the US on an annual
basis while between $2 and 5 billion is spent on designing services
So we set a big expectation and then donrsquot deliverrdquo - Chris Risdon of Adaptive Path
cited by Gerry McGovern January 2015 httpwwwgerrymcgoverncomnew-thinkingadvertising-and-marketing-are-broken-how-do-we-fix-them
timlb
Suggestion re-balance effort
Spend more time trying to understand our users as people
Look for the ldquowhyrdquo as well as the ldquowhatrdquo
Find out what people are trying to do
Learn whatrsquos stopping them doing it
Re-balance some of the $40 billion from advertising to the $5
billion for lsquoservice designrsquo
timlb cboostdk
Key Point The Strategy
Think about people
Think about what people want to do on sites not just how to can get them there
timlb cboostdk
Key Point The Strategy
Think about people
Think about what people want to do on sites not just how to can get them there
Recruit analysts for empathy as well as curiosity
timlb
The tactics
Use quick techniques to seek out clues not definitive data
+
Use cheap and quick tools
+
Cross-reference or triangulate clues and data
=
Start optimising for people not cookies
timlb
Donrsquot just go fishing
Photo Karwik httpswwwflickrcomphotoskarwik
timlb
Ok what do we know about people
timlb
Who are the people on our sites
Personas If you donrsquot use personas time to start If you do use personas do you find them in GA httpswwwinteraction-designorgencyclopediapersonashtml httpwwwbryaneisenbergcompersonas-magic-behind-mirror
timlb
What sources of clues have we got
GA Where people came from
Campaigns Non-campaign channels
What they did Path (pv landing funnels flows) Goals Content Grouping Errors Custom data
Maybe clues about who Demographics
Non-GA Feedback surveys Usability tests Scroll amp Click maps Session recordings Customer file demographics
timlb cboostdk
Top Priority Voice of Visitor
Let your visitors tell you What they want
What to fix
httpbitlytimsurveys
timlb cboostdk
Why feedback surveys are so good
Very fast No need to wait for data to reach scale
Very direct insights
People tell you their intention and expectations People tell you exactly what caused their problem (or what specifically what they liked)
Words are from real visitors
Valuable understanding of visitor language and terminology
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
Horror show invitation HT JamesGurd
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
Horror show invitation HT JamesGurd
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
timlb
What is the purpose of your visit today (Choices + ldquootherrdquo box)
Were you able to complete your task
Any other comments
How to work with feedback surveys
What to ask - mobile style
timlb
How to work with feedback surveys
Where and how to ask
After conversion For No risk to conversion Simple embedded form Can ask more questions Less skewed to complaints
learn what people like Surprise will include comments about previous
non-conversion visits High response
bull 15 - 35 start survey bull 5 - 10 include text comment
Against Only converters
timlb
How to work with feedback surveys
What to ask - post conversion
1 Net Promoter Question or Customer Effort Score 2 Were you able to do everything you wanted to do today 3 Any other comments (If yoursquore not storing email address with survey also ask for email address if a reply is needed)
Net Promoter or NPSreg Net Promoter Net Promoter Score and NPS are trademarks of Satmetrix Systems Inc Bain amp Company Inc and Fred Reichheld ldquoHow likely is it that you would recommend this site to a friend or colleaguerdquo Scale 0-10 where 0 is ldquovery unlikelyrdquo and 10 is ldquovery likelyrdquo 0-6 are lsquodetractorsrsquo 7-8 are lsquopassivesrsquo 9-10 are lsquopromotersrsquo Score = of lsquopromotersrsquo - of detractors Customer Effort Score ldquoHow much effort did you personally have to put forth to handle your requestrdquo Scale 1-5 where 1 is ldquovery low effortrdquo and 5 is ldquovery high effortrdquo
timlb
How to work with feedback surveys
The Key Process free text comments
No good just browsing comments MUST be systematic
lsquoTagrsquo according to theme Ideally tagging done by same person lsquoTaggerrsquo writes a regular report Report on trends Include lsquoverbatimrsquo sample comments for each
point in report Get comments from the contact centre too
timlb
Report in a consistent way Show trends Include relevant verbatim samples
How to work with feedback surveys
Beware confirmation bias
No process = opinion not data = no insights
timlb
Voice of Customer Not just about fixing bugs
Deeper Understanding peoplersquos language amp expectations Matt Lacey from PRWD in an Econsultancy blog on ab testing
ldquoIn one example we saw a lift of 4 in sales across the site for a large European retailer simply by changing the messages in the USP bar The key to this test was that the messages that won had come directly from the mouths of customers from user research prior to developing the hypotheses for the testrdquo httpbitlySuperweek2014USB
Product SuggestionsPeople will ask for new products they expected you to stock
Competitor IntelligencePeople will compare you to your rivals
timlb
How to work with feedback surveys
Integrate with GA
bull Many systems have features for sending data to GA
bull Custom dimensionsmetrics bull Events (Values in standard reports)
bull Warning never send Personally Identifiable Information to GA
Store anonymous survey-id for session-level analysishellip Bonus integrate with session recording
Suddenly data about people in GA
(purpose of visit)
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb
Go fishing like this
Photos wwwsimradcom
timlb cboostdk
Make connections
use clues from one source to drive investigations in another
and build insight
Triangulate if you can
Key Point The Tactic
timlb cboostdk
timlb
What else Usability Tests
Moderated Recruit real users Watch them yourself Ask questions
Un-moderated Panels
usertestingcom whatusersdocom
System only wwwopenhallwaycom
Photo webusabilitycouk
Photo tobiicom
userresearchbloggovuk wwwgovukservice-manualuser-researchers
timlb cboostdk
If you have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise
Large groups of people you would not expect Assumptions about users change Content of site needs to change
What else Customer Demographics
timlb
GA what do we know
Where people came from Disappearing data
Not provided Dark social (Direct)
Whatrsquos left Campaigns Sample referrers
What they did More and more data
Events Enhanced Ecommerce Custom data Data widening
Who they are Demographic clues
timlb
GA Make Campaigns Work Harder
Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent
Stage in conversion journey Kind of interest
Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good
Although technically easier to structure around visitors In reality has to be structured around ROI
timlb
GA Intent - Carmenrsquos Great Guide
Carmen Mardiros Superweek 2014 Visitor Intent Smart clues for understanding customer journeys
httpbitlySuperweekCarmenMardiros
timlb
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb
GA Segments and Micro-conversion
User segments Sequence segments
Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
httpbitlySuperweekCarmenMardiros
timlb
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
Thank you
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom httpwwwmayankhocom martijnvv prototype at Measurecamp London Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew httpgetsatalyticscom DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
Feedback Systems (just some of them)
timlb cboostdk
People use phones differentlyhellip
httpbitlytimlbGoogleMobileSearch
timlb cboostdk
The world as seen by the record industry (1993 style)
timlb
The hope
ldquoHalf the money I spent on advertising is wastedhelliprdquo The web held out such promise
Built by people who were used to data
And we could track lsquoeverythingrsquo
So much better than off-line
We seized on this valuable idea
and used it to build an industry
timlb
The Analytics Arms Racehellip
ldquoIf we just had more datardquo Huge efforts on multiple session attribution Huge efforts on cross-device tracking Huge efforts on visualisation GA joins the arms race and offers
Multi-session reporting lsquoUserrsquo segments Sequence segments (User id tracking)
timlb
The Analytics Arms Racehellip
ldquoIf we just had more datardquo Huge efforts on multiple session attribution Huge efforts on cross-device tracking Huge efforts on visualisation GA joins the arms race and offers
Multi-session reporting lsquoUserrsquo segments Sequence segments (User id tracking) hellipchasing rainbows
timlb
Buthellip The tools forget about the people
Classic example Tools optimise emails for what tools measure lsquoOpensrsquo and lsquoclicksrsquo We CAN optimise for peoplevalue with hold-out tests (But the easy metrics are in the reports and testing is extra work Sohellip)
timlb
Conversion rate also flawedhellip
Not conversions real person Not even conversions unique visitors GA Conversion rate = conversions ldquosessionsrdquo
httpwwwkaushiknetavinashuniversal-analytics-implementation-tips-strategy-tactics
timlb
And so are sessions or visits
30 minute time out arbitrary convention httpwwwsimoahavacomanalyticsthe-schema-conspiracy
Look at your own data
Funnel entrances on impossible pages ldquoReturningrdquo visits on the same day
httpbitlytimlbGaSegmentSameDayTransaction
timlb
Meanwhileldquo$40 billion is spent on digital advertising in the US on an annual
basis while between $2 and 5 billion is spent on designing services
So we set a big expectation and then donrsquot deliverrdquo - Chris Risdon of Adaptive Path
cited by Gerry McGovern January 2015 httpwwwgerrymcgoverncomnew-thinkingadvertising-and-marketing-are-broken-how-do-we-fix-them
timlb
Suggestion re-balance effort
Spend more time trying to understand our users as people
Look for the ldquowhyrdquo as well as the ldquowhatrdquo
Find out what people are trying to do
Learn whatrsquos stopping them doing it
Re-balance some of the $40 billion from advertising to the $5
billion for lsquoservice designrsquo
timlb cboostdk
Key Point The Strategy
Think about people
Think about what people want to do on sites not just how to can get them there
timlb cboostdk
Key Point The Strategy
Think about people
Think about what people want to do on sites not just how to can get them there
Recruit analysts for empathy as well as curiosity
timlb
The tactics
Use quick techniques to seek out clues not definitive data
+
Use cheap and quick tools
+
Cross-reference or triangulate clues and data
=
Start optimising for people not cookies
timlb
Donrsquot just go fishing
Photo Karwik httpswwwflickrcomphotoskarwik
timlb
Ok what do we know about people
timlb
Who are the people on our sites
Personas If you donrsquot use personas time to start If you do use personas do you find them in GA httpswwwinteraction-designorgencyclopediapersonashtml httpwwwbryaneisenbergcompersonas-magic-behind-mirror
timlb
What sources of clues have we got
GA Where people came from
Campaigns Non-campaign channels
What they did Path (pv landing funnels flows) Goals Content Grouping Errors Custom data
Maybe clues about who Demographics
Non-GA Feedback surveys Usability tests Scroll amp Click maps Session recordings Customer file demographics
timlb cboostdk
Top Priority Voice of Visitor
Let your visitors tell you What they want
What to fix
httpbitlytimsurveys
timlb cboostdk
Why feedback surveys are so good
Very fast No need to wait for data to reach scale
Very direct insights
People tell you their intention and expectations People tell you exactly what caused their problem (or what specifically what they liked)
Words are from real visitors
Valuable understanding of visitor language and terminology
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
Horror show invitation HT JamesGurd
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
Horror show invitation HT JamesGurd
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
timlb
What is the purpose of your visit today (Choices + ldquootherrdquo box)
Were you able to complete your task
Any other comments
How to work with feedback surveys
What to ask - mobile style
timlb
How to work with feedback surveys
Where and how to ask
After conversion For No risk to conversion Simple embedded form Can ask more questions Less skewed to complaints
learn what people like Surprise will include comments about previous
non-conversion visits High response
bull 15 - 35 start survey bull 5 - 10 include text comment
Against Only converters
timlb
How to work with feedback surveys
What to ask - post conversion
1 Net Promoter Question or Customer Effort Score 2 Were you able to do everything you wanted to do today 3 Any other comments (If yoursquore not storing email address with survey also ask for email address if a reply is needed)
Net Promoter or NPSreg Net Promoter Net Promoter Score and NPS are trademarks of Satmetrix Systems Inc Bain amp Company Inc and Fred Reichheld ldquoHow likely is it that you would recommend this site to a friend or colleaguerdquo Scale 0-10 where 0 is ldquovery unlikelyrdquo and 10 is ldquovery likelyrdquo 0-6 are lsquodetractorsrsquo 7-8 are lsquopassivesrsquo 9-10 are lsquopromotersrsquo Score = of lsquopromotersrsquo - of detractors Customer Effort Score ldquoHow much effort did you personally have to put forth to handle your requestrdquo Scale 1-5 where 1 is ldquovery low effortrdquo and 5 is ldquovery high effortrdquo
timlb
How to work with feedback surveys
The Key Process free text comments
No good just browsing comments MUST be systematic
lsquoTagrsquo according to theme Ideally tagging done by same person lsquoTaggerrsquo writes a regular report Report on trends Include lsquoverbatimrsquo sample comments for each
point in report Get comments from the contact centre too
timlb
Report in a consistent way Show trends Include relevant verbatim samples
How to work with feedback surveys
Beware confirmation bias
No process = opinion not data = no insights
timlb
Voice of Customer Not just about fixing bugs
Deeper Understanding peoplersquos language amp expectations Matt Lacey from PRWD in an Econsultancy blog on ab testing
ldquoIn one example we saw a lift of 4 in sales across the site for a large European retailer simply by changing the messages in the USP bar The key to this test was that the messages that won had come directly from the mouths of customers from user research prior to developing the hypotheses for the testrdquo httpbitlySuperweek2014USB
Product SuggestionsPeople will ask for new products they expected you to stock
Competitor IntelligencePeople will compare you to your rivals
timlb
How to work with feedback surveys
Integrate with GA
bull Many systems have features for sending data to GA
bull Custom dimensionsmetrics bull Events (Values in standard reports)
bull Warning never send Personally Identifiable Information to GA
Store anonymous survey-id for session-level analysishellip Bonus integrate with session recording
Suddenly data about people in GA
(purpose of visit)
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb
Go fishing like this
Photos wwwsimradcom
timlb cboostdk
Make connections
use clues from one source to drive investigations in another
and build insight
Triangulate if you can
Key Point The Tactic
timlb cboostdk
timlb
What else Usability Tests
Moderated Recruit real users Watch them yourself Ask questions
Un-moderated Panels
usertestingcom whatusersdocom
System only wwwopenhallwaycom
Photo webusabilitycouk
Photo tobiicom
userresearchbloggovuk wwwgovukservice-manualuser-researchers
timlb cboostdk
If you have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise
Large groups of people you would not expect Assumptions about users change Content of site needs to change
What else Customer Demographics
timlb
GA what do we know
Where people came from Disappearing data
Not provided Dark social (Direct)
Whatrsquos left Campaigns Sample referrers
What they did More and more data
Events Enhanced Ecommerce Custom data Data widening
Who they are Demographic clues
timlb
GA Make Campaigns Work Harder
Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent
Stage in conversion journey Kind of interest
Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good
Although technically easier to structure around visitors In reality has to be structured around ROI
timlb
GA Intent - Carmenrsquos Great Guide
Carmen Mardiros Superweek 2014 Visitor Intent Smart clues for understanding customer journeys
httpbitlySuperweekCarmenMardiros
timlb
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb
GA Segments and Micro-conversion
User segments Sequence segments
Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
httpbitlySuperweekCarmenMardiros
timlb
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
Thank you
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom httpwwwmayankhocom martijnvv prototype at Measurecamp London Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew httpgetsatalyticscom DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
Feedback Systems (just some of them)
timlb cboostdk
The world as seen by the record industry (1993 style)
timlb
The hope
ldquoHalf the money I spent on advertising is wastedhelliprdquo The web held out such promise
Built by people who were used to data
And we could track lsquoeverythingrsquo
So much better than off-line
We seized on this valuable idea
and used it to build an industry
timlb
The Analytics Arms Racehellip
ldquoIf we just had more datardquo Huge efforts on multiple session attribution Huge efforts on cross-device tracking Huge efforts on visualisation GA joins the arms race and offers
Multi-session reporting lsquoUserrsquo segments Sequence segments (User id tracking)
timlb
The Analytics Arms Racehellip
ldquoIf we just had more datardquo Huge efforts on multiple session attribution Huge efforts on cross-device tracking Huge efforts on visualisation GA joins the arms race and offers
Multi-session reporting lsquoUserrsquo segments Sequence segments (User id tracking) hellipchasing rainbows
timlb
Buthellip The tools forget about the people
Classic example Tools optimise emails for what tools measure lsquoOpensrsquo and lsquoclicksrsquo We CAN optimise for peoplevalue with hold-out tests (But the easy metrics are in the reports and testing is extra work Sohellip)
timlb
Conversion rate also flawedhellip
Not conversions real person Not even conversions unique visitors GA Conversion rate = conversions ldquosessionsrdquo
httpwwwkaushiknetavinashuniversal-analytics-implementation-tips-strategy-tactics
timlb
And so are sessions or visits
30 minute time out arbitrary convention httpwwwsimoahavacomanalyticsthe-schema-conspiracy
Look at your own data
Funnel entrances on impossible pages ldquoReturningrdquo visits on the same day
httpbitlytimlbGaSegmentSameDayTransaction
timlb
Meanwhileldquo$40 billion is spent on digital advertising in the US on an annual
basis while between $2 and 5 billion is spent on designing services
So we set a big expectation and then donrsquot deliverrdquo - Chris Risdon of Adaptive Path
cited by Gerry McGovern January 2015 httpwwwgerrymcgoverncomnew-thinkingadvertising-and-marketing-are-broken-how-do-we-fix-them
timlb
Suggestion re-balance effort
Spend more time trying to understand our users as people
Look for the ldquowhyrdquo as well as the ldquowhatrdquo
Find out what people are trying to do
Learn whatrsquos stopping them doing it
Re-balance some of the $40 billion from advertising to the $5
billion for lsquoservice designrsquo
timlb cboostdk
Key Point The Strategy
Think about people
Think about what people want to do on sites not just how to can get them there
timlb cboostdk
Key Point The Strategy
Think about people
Think about what people want to do on sites not just how to can get them there
Recruit analysts for empathy as well as curiosity
timlb
The tactics
Use quick techniques to seek out clues not definitive data
+
Use cheap and quick tools
+
Cross-reference or triangulate clues and data
=
Start optimising for people not cookies
timlb
Donrsquot just go fishing
Photo Karwik httpswwwflickrcomphotoskarwik
timlb
Ok what do we know about people
timlb
Who are the people on our sites
Personas If you donrsquot use personas time to start If you do use personas do you find them in GA httpswwwinteraction-designorgencyclopediapersonashtml httpwwwbryaneisenbergcompersonas-magic-behind-mirror
timlb
What sources of clues have we got
GA Where people came from
Campaigns Non-campaign channels
What they did Path (pv landing funnels flows) Goals Content Grouping Errors Custom data
Maybe clues about who Demographics
Non-GA Feedback surveys Usability tests Scroll amp Click maps Session recordings Customer file demographics
timlb cboostdk
Top Priority Voice of Visitor
Let your visitors tell you What they want
What to fix
httpbitlytimsurveys
timlb cboostdk
Why feedback surveys are so good
Very fast No need to wait for data to reach scale
Very direct insights
People tell you their intention and expectations People tell you exactly what caused their problem (or what specifically what they liked)
Words are from real visitors
Valuable understanding of visitor language and terminology
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
Horror show invitation HT JamesGurd
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
Horror show invitation HT JamesGurd
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
timlb
What is the purpose of your visit today (Choices + ldquootherrdquo box)
Were you able to complete your task
Any other comments
How to work with feedback surveys
What to ask - mobile style
timlb
How to work with feedback surveys
Where and how to ask
After conversion For No risk to conversion Simple embedded form Can ask more questions Less skewed to complaints
learn what people like Surprise will include comments about previous
non-conversion visits High response
bull 15 - 35 start survey bull 5 - 10 include text comment
Against Only converters
timlb
How to work with feedback surveys
What to ask - post conversion
1 Net Promoter Question or Customer Effort Score 2 Were you able to do everything you wanted to do today 3 Any other comments (If yoursquore not storing email address with survey also ask for email address if a reply is needed)
Net Promoter or NPSreg Net Promoter Net Promoter Score and NPS are trademarks of Satmetrix Systems Inc Bain amp Company Inc and Fred Reichheld ldquoHow likely is it that you would recommend this site to a friend or colleaguerdquo Scale 0-10 where 0 is ldquovery unlikelyrdquo and 10 is ldquovery likelyrdquo 0-6 are lsquodetractorsrsquo 7-8 are lsquopassivesrsquo 9-10 are lsquopromotersrsquo Score = of lsquopromotersrsquo - of detractors Customer Effort Score ldquoHow much effort did you personally have to put forth to handle your requestrdquo Scale 1-5 where 1 is ldquovery low effortrdquo and 5 is ldquovery high effortrdquo
timlb
How to work with feedback surveys
The Key Process free text comments
No good just browsing comments MUST be systematic
lsquoTagrsquo according to theme Ideally tagging done by same person lsquoTaggerrsquo writes a regular report Report on trends Include lsquoverbatimrsquo sample comments for each
point in report Get comments from the contact centre too
timlb
Report in a consistent way Show trends Include relevant verbatim samples
How to work with feedback surveys
Beware confirmation bias
No process = opinion not data = no insights
timlb
Voice of Customer Not just about fixing bugs
Deeper Understanding peoplersquos language amp expectations Matt Lacey from PRWD in an Econsultancy blog on ab testing
ldquoIn one example we saw a lift of 4 in sales across the site for a large European retailer simply by changing the messages in the USP bar The key to this test was that the messages that won had come directly from the mouths of customers from user research prior to developing the hypotheses for the testrdquo httpbitlySuperweek2014USB
Product SuggestionsPeople will ask for new products they expected you to stock
Competitor IntelligencePeople will compare you to your rivals
timlb
How to work with feedback surveys
Integrate with GA
bull Many systems have features for sending data to GA
bull Custom dimensionsmetrics bull Events (Values in standard reports)
bull Warning never send Personally Identifiable Information to GA
Store anonymous survey-id for session-level analysishellip Bonus integrate with session recording
Suddenly data about people in GA
(purpose of visit)
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb
Go fishing like this
Photos wwwsimradcom
timlb cboostdk
Make connections
use clues from one source to drive investigations in another
and build insight
Triangulate if you can
Key Point The Tactic
timlb cboostdk
timlb
What else Usability Tests
Moderated Recruit real users Watch them yourself Ask questions
Un-moderated Panels
usertestingcom whatusersdocom
System only wwwopenhallwaycom
Photo webusabilitycouk
Photo tobiicom
userresearchbloggovuk wwwgovukservice-manualuser-researchers
timlb cboostdk
If you have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise
Large groups of people you would not expect Assumptions about users change Content of site needs to change
What else Customer Demographics
timlb
GA what do we know
Where people came from Disappearing data
Not provided Dark social (Direct)
Whatrsquos left Campaigns Sample referrers
What they did More and more data
Events Enhanced Ecommerce Custom data Data widening
Who they are Demographic clues
timlb
GA Make Campaigns Work Harder
Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent
Stage in conversion journey Kind of interest
Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good
Although technically easier to structure around visitors In reality has to be structured around ROI
timlb
GA Intent - Carmenrsquos Great Guide
Carmen Mardiros Superweek 2014 Visitor Intent Smart clues for understanding customer journeys
httpbitlySuperweekCarmenMardiros
timlb
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb
GA Segments and Micro-conversion
User segments Sequence segments
Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
httpbitlySuperweekCarmenMardiros
timlb
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
Thank you
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom httpwwwmayankhocom martijnvv prototype at Measurecamp London Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew httpgetsatalyticscom DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
Feedback Systems (just some of them)
timlb
The hope
ldquoHalf the money I spent on advertising is wastedhelliprdquo The web held out such promise
Built by people who were used to data
And we could track lsquoeverythingrsquo
So much better than off-line
We seized on this valuable idea
and used it to build an industry
timlb
The Analytics Arms Racehellip
ldquoIf we just had more datardquo Huge efforts on multiple session attribution Huge efforts on cross-device tracking Huge efforts on visualisation GA joins the arms race and offers
Multi-session reporting lsquoUserrsquo segments Sequence segments (User id tracking)
timlb
The Analytics Arms Racehellip
ldquoIf we just had more datardquo Huge efforts on multiple session attribution Huge efforts on cross-device tracking Huge efforts on visualisation GA joins the arms race and offers
Multi-session reporting lsquoUserrsquo segments Sequence segments (User id tracking) hellipchasing rainbows
timlb
Buthellip The tools forget about the people
Classic example Tools optimise emails for what tools measure lsquoOpensrsquo and lsquoclicksrsquo We CAN optimise for peoplevalue with hold-out tests (But the easy metrics are in the reports and testing is extra work Sohellip)
timlb
Conversion rate also flawedhellip
Not conversions real person Not even conversions unique visitors GA Conversion rate = conversions ldquosessionsrdquo
httpwwwkaushiknetavinashuniversal-analytics-implementation-tips-strategy-tactics
timlb
And so are sessions or visits
30 minute time out arbitrary convention httpwwwsimoahavacomanalyticsthe-schema-conspiracy
Look at your own data
Funnel entrances on impossible pages ldquoReturningrdquo visits on the same day
httpbitlytimlbGaSegmentSameDayTransaction
timlb
Meanwhileldquo$40 billion is spent on digital advertising in the US on an annual
basis while between $2 and 5 billion is spent on designing services
So we set a big expectation and then donrsquot deliverrdquo - Chris Risdon of Adaptive Path
cited by Gerry McGovern January 2015 httpwwwgerrymcgoverncomnew-thinkingadvertising-and-marketing-are-broken-how-do-we-fix-them
timlb
Suggestion re-balance effort
Spend more time trying to understand our users as people
Look for the ldquowhyrdquo as well as the ldquowhatrdquo
Find out what people are trying to do
Learn whatrsquos stopping them doing it
Re-balance some of the $40 billion from advertising to the $5
billion for lsquoservice designrsquo
timlb cboostdk
Key Point The Strategy
Think about people
Think about what people want to do on sites not just how to can get them there
timlb cboostdk
Key Point The Strategy
Think about people
Think about what people want to do on sites not just how to can get them there
Recruit analysts for empathy as well as curiosity
timlb
The tactics
Use quick techniques to seek out clues not definitive data
+
Use cheap and quick tools
+
Cross-reference or triangulate clues and data
=
Start optimising for people not cookies
timlb
Donrsquot just go fishing
Photo Karwik httpswwwflickrcomphotoskarwik
timlb
Ok what do we know about people
timlb
Who are the people on our sites
Personas If you donrsquot use personas time to start If you do use personas do you find them in GA httpswwwinteraction-designorgencyclopediapersonashtml httpwwwbryaneisenbergcompersonas-magic-behind-mirror
timlb
What sources of clues have we got
GA Where people came from
Campaigns Non-campaign channels
What they did Path (pv landing funnels flows) Goals Content Grouping Errors Custom data
Maybe clues about who Demographics
Non-GA Feedback surveys Usability tests Scroll amp Click maps Session recordings Customer file demographics
timlb cboostdk
Top Priority Voice of Visitor
Let your visitors tell you What they want
What to fix
httpbitlytimsurveys
timlb cboostdk
Why feedback surveys are so good
Very fast No need to wait for data to reach scale
Very direct insights
People tell you their intention and expectations People tell you exactly what caused their problem (or what specifically what they liked)
Words are from real visitors
Valuable understanding of visitor language and terminology
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
Horror show invitation HT JamesGurd
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
Horror show invitation HT JamesGurd
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
timlb
What is the purpose of your visit today (Choices + ldquootherrdquo box)
Were you able to complete your task
Any other comments
How to work with feedback surveys
What to ask - mobile style
timlb
How to work with feedback surveys
Where and how to ask
After conversion For No risk to conversion Simple embedded form Can ask more questions Less skewed to complaints
learn what people like Surprise will include comments about previous
non-conversion visits High response
bull 15 - 35 start survey bull 5 - 10 include text comment
Against Only converters
timlb
How to work with feedback surveys
What to ask - post conversion
1 Net Promoter Question or Customer Effort Score 2 Were you able to do everything you wanted to do today 3 Any other comments (If yoursquore not storing email address with survey also ask for email address if a reply is needed)
Net Promoter or NPSreg Net Promoter Net Promoter Score and NPS are trademarks of Satmetrix Systems Inc Bain amp Company Inc and Fred Reichheld ldquoHow likely is it that you would recommend this site to a friend or colleaguerdquo Scale 0-10 where 0 is ldquovery unlikelyrdquo and 10 is ldquovery likelyrdquo 0-6 are lsquodetractorsrsquo 7-8 are lsquopassivesrsquo 9-10 are lsquopromotersrsquo Score = of lsquopromotersrsquo - of detractors Customer Effort Score ldquoHow much effort did you personally have to put forth to handle your requestrdquo Scale 1-5 where 1 is ldquovery low effortrdquo and 5 is ldquovery high effortrdquo
timlb
How to work with feedback surveys
The Key Process free text comments
No good just browsing comments MUST be systematic
lsquoTagrsquo according to theme Ideally tagging done by same person lsquoTaggerrsquo writes a regular report Report on trends Include lsquoverbatimrsquo sample comments for each
point in report Get comments from the contact centre too
timlb
Report in a consistent way Show trends Include relevant verbatim samples
How to work with feedback surveys
Beware confirmation bias
No process = opinion not data = no insights
timlb
Voice of Customer Not just about fixing bugs
Deeper Understanding peoplersquos language amp expectations Matt Lacey from PRWD in an Econsultancy blog on ab testing
ldquoIn one example we saw a lift of 4 in sales across the site for a large European retailer simply by changing the messages in the USP bar The key to this test was that the messages that won had come directly from the mouths of customers from user research prior to developing the hypotheses for the testrdquo httpbitlySuperweek2014USB
Product SuggestionsPeople will ask for new products they expected you to stock
Competitor IntelligencePeople will compare you to your rivals
timlb
How to work with feedback surveys
Integrate with GA
bull Many systems have features for sending data to GA
bull Custom dimensionsmetrics bull Events (Values in standard reports)
bull Warning never send Personally Identifiable Information to GA
Store anonymous survey-id for session-level analysishellip Bonus integrate with session recording
Suddenly data about people in GA
(purpose of visit)
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb
Go fishing like this
Photos wwwsimradcom
timlb cboostdk
Make connections
use clues from one source to drive investigations in another
and build insight
Triangulate if you can
Key Point The Tactic
timlb cboostdk
timlb
What else Usability Tests
Moderated Recruit real users Watch them yourself Ask questions
Un-moderated Panels
usertestingcom whatusersdocom
System only wwwopenhallwaycom
Photo webusabilitycouk
Photo tobiicom
userresearchbloggovuk wwwgovukservice-manualuser-researchers
timlb cboostdk
If you have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise
Large groups of people you would not expect Assumptions about users change Content of site needs to change
What else Customer Demographics
timlb
GA what do we know
Where people came from Disappearing data
Not provided Dark social (Direct)
Whatrsquos left Campaigns Sample referrers
What they did More and more data
Events Enhanced Ecommerce Custom data Data widening
Who they are Demographic clues
timlb
GA Make Campaigns Work Harder
Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent
Stage in conversion journey Kind of interest
Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good
Although technically easier to structure around visitors In reality has to be structured around ROI
timlb
GA Intent - Carmenrsquos Great Guide
Carmen Mardiros Superweek 2014 Visitor Intent Smart clues for understanding customer journeys
httpbitlySuperweekCarmenMardiros
timlb
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb
GA Segments and Micro-conversion
User segments Sequence segments
Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
httpbitlySuperweekCarmenMardiros
timlb
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
Thank you
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom httpwwwmayankhocom martijnvv prototype at Measurecamp London Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew httpgetsatalyticscom DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
Feedback Systems (just some of them)
timlb
The Analytics Arms Racehellip
ldquoIf we just had more datardquo Huge efforts on multiple session attribution Huge efforts on cross-device tracking Huge efforts on visualisation GA joins the arms race and offers
Multi-session reporting lsquoUserrsquo segments Sequence segments (User id tracking)
timlb
The Analytics Arms Racehellip
ldquoIf we just had more datardquo Huge efforts on multiple session attribution Huge efforts on cross-device tracking Huge efforts on visualisation GA joins the arms race and offers
Multi-session reporting lsquoUserrsquo segments Sequence segments (User id tracking) hellipchasing rainbows
timlb
Buthellip The tools forget about the people
Classic example Tools optimise emails for what tools measure lsquoOpensrsquo and lsquoclicksrsquo We CAN optimise for peoplevalue with hold-out tests (But the easy metrics are in the reports and testing is extra work Sohellip)
timlb
Conversion rate also flawedhellip
Not conversions real person Not even conversions unique visitors GA Conversion rate = conversions ldquosessionsrdquo
httpwwwkaushiknetavinashuniversal-analytics-implementation-tips-strategy-tactics
timlb
And so are sessions or visits
30 minute time out arbitrary convention httpwwwsimoahavacomanalyticsthe-schema-conspiracy
Look at your own data
Funnel entrances on impossible pages ldquoReturningrdquo visits on the same day
httpbitlytimlbGaSegmentSameDayTransaction
timlb
Meanwhileldquo$40 billion is spent on digital advertising in the US on an annual
basis while between $2 and 5 billion is spent on designing services
So we set a big expectation and then donrsquot deliverrdquo - Chris Risdon of Adaptive Path
cited by Gerry McGovern January 2015 httpwwwgerrymcgoverncomnew-thinkingadvertising-and-marketing-are-broken-how-do-we-fix-them
timlb
Suggestion re-balance effort
Spend more time trying to understand our users as people
Look for the ldquowhyrdquo as well as the ldquowhatrdquo
Find out what people are trying to do
Learn whatrsquos stopping them doing it
Re-balance some of the $40 billion from advertising to the $5
billion for lsquoservice designrsquo
timlb cboostdk
Key Point The Strategy
Think about people
Think about what people want to do on sites not just how to can get them there
timlb cboostdk
Key Point The Strategy
Think about people
Think about what people want to do on sites not just how to can get them there
Recruit analysts for empathy as well as curiosity
timlb
The tactics
Use quick techniques to seek out clues not definitive data
+
Use cheap and quick tools
+
Cross-reference or triangulate clues and data
=
Start optimising for people not cookies
timlb
Donrsquot just go fishing
Photo Karwik httpswwwflickrcomphotoskarwik
timlb
Ok what do we know about people
timlb
Who are the people on our sites
Personas If you donrsquot use personas time to start If you do use personas do you find them in GA httpswwwinteraction-designorgencyclopediapersonashtml httpwwwbryaneisenbergcompersonas-magic-behind-mirror
timlb
What sources of clues have we got
GA Where people came from
Campaigns Non-campaign channels
What they did Path (pv landing funnels flows) Goals Content Grouping Errors Custom data
Maybe clues about who Demographics
Non-GA Feedback surveys Usability tests Scroll amp Click maps Session recordings Customer file demographics
timlb cboostdk
Top Priority Voice of Visitor
Let your visitors tell you What they want
What to fix
httpbitlytimsurveys
timlb cboostdk
Why feedback surveys are so good
Very fast No need to wait for data to reach scale
Very direct insights
People tell you their intention and expectations People tell you exactly what caused their problem (or what specifically what they liked)
Words are from real visitors
Valuable understanding of visitor language and terminology
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
Horror show invitation HT JamesGurd
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
Horror show invitation HT JamesGurd
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
timlb
What is the purpose of your visit today (Choices + ldquootherrdquo box)
Were you able to complete your task
Any other comments
How to work with feedback surveys
What to ask - mobile style
timlb
How to work with feedback surveys
Where and how to ask
After conversion For No risk to conversion Simple embedded form Can ask more questions Less skewed to complaints
learn what people like Surprise will include comments about previous
non-conversion visits High response
bull 15 - 35 start survey bull 5 - 10 include text comment
Against Only converters
timlb
How to work with feedback surveys
What to ask - post conversion
1 Net Promoter Question or Customer Effort Score 2 Were you able to do everything you wanted to do today 3 Any other comments (If yoursquore not storing email address with survey also ask for email address if a reply is needed)
Net Promoter or NPSreg Net Promoter Net Promoter Score and NPS are trademarks of Satmetrix Systems Inc Bain amp Company Inc and Fred Reichheld ldquoHow likely is it that you would recommend this site to a friend or colleaguerdquo Scale 0-10 where 0 is ldquovery unlikelyrdquo and 10 is ldquovery likelyrdquo 0-6 are lsquodetractorsrsquo 7-8 are lsquopassivesrsquo 9-10 are lsquopromotersrsquo Score = of lsquopromotersrsquo - of detractors Customer Effort Score ldquoHow much effort did you personally have to put forth to handle your requestrdquo Scale 1-5 where 1 is ldquovery low effortrdquo and 5 is ldquovery high effortrdquo
timlb
How to work with feedback surveys
The Key Process free text comments
No good just browsing comments MUST be systematic
lsquoTagrsquo according to theme Ideally tagging done by same person lsquoTaggerrsquo writes a regular report Report on trends Include lsquoverbatimrsquo sample comments for each
point in report Get comments from the contact centre too
timlb
Report in a consistent way Show trends Include relevant verbatim samples
How to work with feedback surveys
Beware confirmation bias
No process = opinion not data = no insights
timlb
Voice of Customer Not just about fixing bugs
Deeper Understanding peoplersquos language amp expectations Matt Lacey from PRWD in an Econsultancy blog on ab testing
ldquoIn one example we saw a lift of 4 in sales across the site for a large European retailer simply by changing the messages in the USP bar The key to this test was that the messages that won had come directly from the mouths of customers from user research prior to developing the hypotheses for the testrdquo httpbitlySuperweek2014USB
Product SuggestionsPeople will ask for new products they expected you to stock
Competitor IntelligencePeople will compare you to your rivals
timlb
How to work with feedback surveys
Integrate with GA
bull Many systems have features for sending data to GA
bull Custom dimensionsmetrics bull Events (Values in standard reports)
bull Warning never send Personally Identifiable Information to GA
Store anonymous survey-id for session-level analysishellip Bonus integrate with session recording
Suddenly data about people in GA
(purpose of visit)
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb
Go fishing like this
Photos wwwsimradcom
timlb cboostdk
Make connections
use clues from one source to drive investigations in another
and build insight
Triangulate if you can
Key Point The Tactic
timlb cboostdk
timlb
What else Usability Tests
Moderated Recruit real users Watch them yourself Ask questions
Un-moderated Panels
usertestingcom whatusersdocom
System only wwwopenhallwaycom
Photo webusabilitycouk
Photo tobiicom
userresearchbloggovuk wwwgovukservice-manualuser-researchers
timlb cboostdk
If you have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise
Large groups of people you would not expect Assumptions about users change Content of site needs to change
What else Customer Demographics
timlb
GA what do we know
Where people came from Disappearing data
Not provided Dark social (Direct)
Whatrsquos left Campaigns Sample referrers
What they did More and more data
Events Enhanced Ecommerce Custom data Data widening
Who they are Demographic clues
timlb
GA Make Campaigns Work Harder
Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent
Stage in conversion journey Kind of interest
Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good
Although technically easier to structure around visitors In reality has to be structured around ROI
timlb
GA Intent - Carmenrsquos Great Guide
Carmen Mardiros Superweek 2014 Visitor Intent Smart clues for understanding customer journeys
httpbitlySuperweekCarmenMardiros
timlb
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb
GA Segments and Micro-conversion
User segments Sequence segments
Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
httpbitlySuperweekCarmenMardiros
timlb
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
Thank you
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom httpwwwmayankhocom martijnvv prototype at Measurecamp London Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew httpgetsatalyticscom DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
Feedback Systems (just some of them)
timlb
The Analytics Arms Racehellip
ldquoIf we just had more datardquo Huge efforts on multiple session attribution Huge efforts on cross-device tracking Huge efforts on visualisation GA joins the arms race and offers
Multi-session reporting lsquoUserrsquo segments Sequence segments (User id tracking) hellipchasing rainbows
timlb
Buthellip The tools forget about the people
Classic example Tools optimise emails for what tools measure lsquoOpensrsquo and lsquoclicksrsquo We CAN optimise for peoplevalue with hold-out tests (But the easy metrics are in the reports and testing is extra work Sohellip)
timlb
Conversion rate also flawedhellip
Not conversions real person Not even conversions unique visitors GA Conversion rate = conversions ldquosessionsrdquo
httpwwwkaushiknetavinashuniversal-analytics-implementation-tips-strategy-tactics
timlb
And so are sessions or visits
30 minute time out arbitrary convention httpwwwsimoahavacomanalyticsthe-schema-conspiracy
Look at your own data
Funnel entrances on impossible pages ldquoReturningrdquo visits on the same day
httpbitlytimlbGaSegmentSameDayTransaction
timlb
Meanwhileldquo$40 billion is spent on digital advertising in the US on an annual
basis while between $2 and 5 billion is spent on designing services
So we set a big expectation and then donrsquot deliverrdquo - Chris Risdon of Adaptive Path
cited by Gerry McGovern January 2015 httpwwwgerrymcgoverncomnew-thinkingadvertising-and-marketing-are-broken-how-do-we-fix-them
timlb
Suggestion re-balance effort
Spend more time trying to understand our users as people
Look for the ldquowhyrdquo as well as the ldquowhatrdquo
Find out what people are trying to do
Learn whatrsquos stopping them doing it
Re-balance some of the $40 billion from advertising to the $5
billion for lsquoservice designrsquo
timlb cboostdk
Key Point The Strategy
Think about people
Think about what people want to do on sites not just how to can get them there
timlb cboostdk
Key Point The Strategy
Think about people
Think about what people want to do on sites not just how to can get them there
Recruit analysts for empathy as well as curiosity
timlb
The tactics
Use quick techniques to seek out clues not definitive data
+
Use cheap and quick tools
+
Cross-reference or triangulate clues and data
=
Start optimising for people not cookies
timlb
Donrsquot just go fishing
Photo Karwik httpswwwflickrcomphotoskarwik
timlb
Ok what do we know about people
timlb
Who are the people on our sites
Personas If you donrsquot use personas time to start If you do use personas do you find them in GA httpswwwinteraction-designorgencyclopediapersonashtml httpwwwbryaneisenbergcompersonas-magic-behind-mirror
timlb
What sources of clues have we got
GA Where people came from
Campaigns Non-campaign channels
What they did Path (pv landing funnels flows) Goals Content Grouping Errors Custom data
Maybe clues about who Demographics
Non-GA Feedback surveys Usability tests Scroll amp Click maps Session recordings Customer file demographics
timlb cboostdk
Top Priority Voice of Visitor
Let your visitors tell you What they want
What to fix
httpbitlytimsurveys
timlb cboostdk
Why feedback surveys are so good
Very fast No need to wait for data to reach scale
Very direct insights
People tell you their intention and expectations People tell you exactly what caused their problem (or what specifically what they liked)
Words are from real visitors
Valuable understanding of visitor language and terminology
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
Horror show invitation HT JamesGurd
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
Horror show invitation HT JamesGurd
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
timlb
What is the purpose of your visit today (Choices + ldquootherrdquo box)
Were you able to complete your task
Any other comments
How to work with feedback surveys
What to ask - mobile style
timlb
How to work with feedback surveys
Where and how to ask
After conversion For No risk to conversion Simple embedded form Can ask more questions Less skewed to complaints
learn what people like Surprise will include comments about previous
non-conversion visits High response
bull 15 - 35 start survey bull 5 - 10 include text comment
Against Only converters
timlb
How to work with feedback surveys
What to ask - post conversion
1 Net Promoter Question or Customer Effort Score 2 Were you able to do everything you wanted to do today 3 Any other comments (If yoursquore not storing email address with survey also ask for email address if a reply is needed)
Net Promoter or NPSreg Net Promoter Net Promoter Score and NPS are trademarks of Satmetrix Systems Inc Bain amp Company Inc and Fred Reichheld ldquoHow likely is it that you would recommend this site to a friend or colleaguerdquo Scale 0-10 where 0 is ldquovery unlikelyrdquo and 10 is ldquovery likelyrdquo 0-6 are lsquodetractorsrsquo 7-8 are lsquopassivesrsquo 9-10 are lsquopromotersrsquo Score = of lsquopromotersrsquo - of detractors Customer Effort Score ldquoHow much effort did you personally have to put forth to handle your requestrdquo Scale 1-5 where 1 is ldquovery low effortrdquo and 5 is ldquovery high effortrdquo
timlb
How to work with feedback surveys
The Key Process free text comments
No good just browsing comments MUST be systematic
lsquoTagrsquo according to theme Ideally tagging done by same person lsquoTaggerrsquo writes a regular report Report on trends Include lsquoverbatimrsquo sample comments for each
point in report Get comments from the contact centre too
timlb
Report in a consistent way Show trends Include relevant verbatim samples
How to work with feedback surveys
Beware confirmation bias
No process = opinion not data = no insights
timlb
Voice of Customer Not just about fixing bugs
Deeper Understanding peoplersquos language amp expectations Matt Lacey from PRWD in an Econsultancy blog on ab testing
ldquoIn one example we saw a lift of 4 in sales across the site for a large European retailer simply by changing the messages in the USP bar The key to this test was that the messages that won had come directly from the mouths of customers from user research prior to developing the hypotheses for the testrdquo httpbitlySuperweek2014USB
Product SuggestionsPeople will ask for new products they expected you to stock
Competitor IntelligencePeople will compare you to your rivals
timlb
How to work with feedback surveys
Integrate with GA
bull Many systems have features for sending data to GA
bull Custom dimensionsmetrics bull Events (Values in standard reports)
bull Warning never send Personally Identifiable Information to GA
Store anonymous survey-id for session-level analysishellip Bonus integrate with session recording
Suddenly data about people in GA
(purpose of visit)
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb
Go fishing like this
Photos wwwsimradcom
timlb cboostdk
Make connections
use clues from one source to drive investigations in another
and build insight
Triangulate if you can
Key Point The Tactic
timlb cboostdk
timlb
What else Usability Tests
Moderated Recruit real users Watch them yourself Ask questions
Un-moderated Panels
usertestingcom whatusersdocom
System only wwwopenhallwaycom
Photo webusabilitycouk
Photo tobiicom
userresearchbloggovuk wwwgovukservice-manualuser-researchers
timlb cboostdk
If you have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise
Large groups of people you would not expect Assumptions about users change Content of site needs to change
What else Customer Demographics
timlb
GA what do we know
Where people came from Disappearing data
Not provided Dark social (Direct)
Whatrsquos left Campaigns Sample referrers
What they did More and more data
Events Enhanced Ecommerce Custom data Data widening
Who they are Demographic clues
timlb
GA Make Campaigns Work Harder
Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent
Stage in conversion journey Kind of interest
Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good
Although technically easier to structure around visitors In reality has to be structured around ROI
timlb
GA Intent - Carmenrsquos Great Guide
Carmen Mardiros Superweek 2014 Visitor Intent Smart clues for understanding customer journeys
httpbitlySuperweekCarmenMardiros
timlb
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb
GA Segments and Micro-conversion
User segments Sequence segments
Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
httpbitlySuperweekCarmenMardiros
timlb
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
Thank you
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom httpwwwmayankhocom martijnvv prototype at Measurecamp London Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew httpgetsatalyticscom DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
Feedback Systems (just some of them)
timlb
Buthellip The tools forget about the people
Classic example Tools optimise emails for what tools measure lsquoOpensrsquo and lsquoclicksrsquo We CAN optimise for peoplevalue with hold-out tests (But the easy metrics are in the reports and testing is extra work Sohellip)
timlb
Conversion rate also flawedhellip
Not conversions real person Not even conversions unique visitors GA Conversion rate = conversions ldquosessionsrdquo
httpwwwkaushiknetavinashuniversal-analytics-implementation-tips-strategy-tactics
timlb
And so are sessions or visits
30 minute time out arbitrary convention httpwwwsimoahavacomanalyticsthe-schema-conspiracy
Look at your own data
Funnel entrances on impossible pages ldquoReturningrdquo visits on the same day
httpbitlytimlbGaSegmentSameDayTransaction
timlb
Meanwhileldquo$40 billion is spent on digital advertising in the US on an annual
basis while between $2 and 5 billion is spent on designing services
So we set a big expectation and then donrsquot deliverrdquo - Chris Risdon of Adaptive Path
cited by Gerry McGovern January 2015 httpwwwgerrymcgoverncomnew-thinkingadvertising-and-marketing-are-broken-how-do-we-fix-them
timlb
Suggestion re-balance effort
Spend more time trying to understand our users as people
Look for the ldquowhyrdquo as well as the ldquowhatrdquo
Find out what people are trying to do
Learn whatrsquos stopping them doing it
Re-balance some of the $40 billion from advertising to the $5
billion for lsquoservice designrsquo
timlb cboostdk
Key Point The Strategy
Think about people
Think about what people want to do on sites not just how to can get them there
timlb cboostdk
Key Point The Strategy
Think about people
Think about what people want to do on sites not just how to can get them there
Recruit analysts for empathy as well as curiosity
timlb
The tactics
Use quick techniques to seek out clues not definitive data
+
Use cheap and quick tools
+
Cross-reference or triangulate clues and data
=
Start optimising for people not cookies
timlb
Donrsquot just go fishing
Photo Karwik httpswwwflickrcomphotoskarwik
timlb
Ok what do we know about people
timlb
Who are the people on our sites
Personas If you donrsquot use personas time to start If you do use personas do you find them in GA httpswwwinteraction-designorgencyclopediapersonashtml httpwwwbryaneisenbergcompersonas-magic-behind-mirror
timlb
What sources of clues have we got
GA Where people came from
Campaigns Non-campaign channels
What they did Path (pv landing funnels flows) Goals Content Grouping Errors Custom data
Maybe clues about who Demographics
Non-GA Feedback surveys Usability tests Scroll amp Click maps Session recordings Customer file demographics
timlb cboostdk
Top Priority Voice of Visitor
Let your visitors tell you What they want
What to fix
httpbitlytimsurveys
timlb cboostdk
Why feedback surveys are so good
Very fast No need to wait for data to reach scale
Very direct insights
People tell you their intention and expectations People tell you exactly what caused their problem (or what specifically what they liked)
Words are from real visitors
Valuable understanding of visitor language and terminology
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
Horror show invitation HT JamesGurd
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
Horror show invitation HT JamesGurd
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
timlb
What is the purpose of your visit today (Choices + ldquootherrdquo box)
Were you able to complete your task
Any other comments
How to work with feedback surveys
What to ask - mobile style
timlb
How to work with feedback surveys
Where and how to ask
After conversion For No risk to conversion Simple embedded form Can ask more questions Less skewed to complaints
learn what people like Surprise will include comments about previous
non-conversion visits High response
bull 15 - 35 start survey bull 5 - 10 include text comment
Against Only converters
timlb
How to work with feedback surveys
What to ask - post conversion
1 Net Promoter Question or Customer Effort Score 2 Were you able to do everything you wanted to do today 3 Any other comments (If yoursquore not storing email address with survey also ask for email address if a reply is needed)
Net Promoter or NPSreg Net Promoter Net Promoter Score and NPS are trademarks of Satmetrix Systems Inc Bain amp Company Inc and Fred Reichheld ldquoHow likely is it that you would recommend this site to a friend or colleaguerdquo Scale 0-10 where 0 is ldquovery unlikelyrdquo and 10 is ldquovery likelyrdquo 0-6 are lsquodetractorsrsquo 7-8 are lsquopassivesrsquo 9-10 are lsquopromotersrsquo Score = of lsquopromotersrsquo - of detractors Customer Effort Score ldquoHow much effort did you personally have to put forth to handle your requestrdquo Scale 1-5 where 1 is ldquovery low effortrdquo and 5 is ldquovery high effortrdquo
timlb
How to work with feedback surveys
The Key Process free text comments
No good just browsing comments MUST be systematic
lsquoTagrsquo according to theme Ideally tagging done by same person lsquoTaggerrsquo writes a regular report Report on trends Include lsquoverbatimrsquo sample comments for each
point in report Get comments from the contact centre too
timlb
Report in a consistent way Show trends Include relevant verbatim samples
How to work with feedback surveys
Beware confirmation bias
No process = opinion not data = no insights
timlb
Voice of Customer Not just about fixing bugs
Deeper Understanding peoplersquos language amp expectations Matt Lacey from PRWD in an Econsultancy blog on ab testing
ldquoIn one example we saw a lift of 4 in sales across the site for a large European retailer simply by changing the messages in the USP bar The key to this test was that the messages that won had come directly from the mouths of customers from user research prior to developing the hypotheses for the testrdquo httpbitlySuperweek2014USB
Product SuggestionsPeople will ask for new products they expected you to stock
Competitor IntelligencePeople will compare you to your rivals
timlb
How to work with feedback surveys
Integrate with GA
bull Many systems have features for sending data to GA
bull Custom dimensionsmetrics bull Events (Values in standard reports)
bull Warning never send Personally Identifiable Information to GA
Store anonymous survey-id for session-level analysishellip Bonus integrate with session recording
Suddenly data about people in GA
(purpose of visit)
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb
Go fishing like this
Photos wwwsimradcom
timlb cboostdk
Make connections
use clues from one source to drive investigations in another
and build insight
Triangulate if you can
Key Point The Tactic
timlb cboostdk
timlb
What else Usability Tests
Moderated Recruit real users Watch them yourself Ask questions
Un-moderated Panels
usertestingcom whatusersdocom
System only wwwopenhallwaycom
Photo webusabilitycouk
Photo tobiicom
userresearchbloggovuk wwwgovukservice-manualuser-researchers
timlb cboostdk
If you have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise
Large groups of people you would not expect Assumptions about users change Content of site needs to change
What else Customer Demographics
timlb
GA what do we know
Where people came from Disappearing data
Not provided Dark social (Direct)
Whatrsquos left Campaigns Sample referrers
What they did More and more data
Events Enhanced Ecommerce Custom data Data widening
Who they are Demographic clues
timlb
GA Make Campaigns Work Harder
Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent
Stage in conversion journey Kind of interest
Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good
Although technically easier to structure around visitors In reality has to be structured around ROI
timlb
GA Intent - Carmenrsquos Great Guide
Carmen Mardiros Superweek 2014 Visitor Intent Smart clues for understanding customer journeys
httpbitlySuperweekCarmenMardiros
timlb
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb
GA Segments and Micro-conversion
User segments Sequence segments
Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
httpbitlySuperweekCarmenMardiros
timlb
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
Thank you
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom httpwwwmayankhocom martijnvv prototype at Measurecamp London Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew httpgetsatalyticscom DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
Feedback Systems (just some of them)
timlb
Conversion rate also flawedhellip
Not conversions real person Not even conversions unique visitors GA Conversion rate = conversions ldquosessionsrdquo
httpwwwkaushiknetavinashuniversal-analytics-implementation-tips-strategy-tactics
timlb
And so are sessions or visits
30 minute time out arbitrary convention httpwwwsimoahavacomanalyticsthe-schema-conspiracy
Look at your own data
Funnel entrances on impossible pages ldquoReturningrdquo visits on the same day
httpbitlytimlbGaSegmentSameDayTransaction
timlb
Meanwhileldquo$40 billion is spent on digital advertising in the US on an annual
basis while between $2 and 5 billion is spent on designing services
So we set a big expectation and then donrsquot deliverrdquo - Chris Risdon of Adaptive Path
cited by Gerry McGovern January 2015 httpwwwgerrymcgoverncomnew-thinkingadvertising-and-marketing-are-broken-how-do-we-fix-them
timlb
Suggestion re-balance effort
Spend more time trying to understand our users as people
Look for the ldquowhyrdquo as well as the ldquowhatrdquo
Find out what people are trying to do
Learn whatrsquos stopping them doing it
Re-balance some of the $40 billion from advertising to the $5
billion for lsquoservice designrsquo
timlb cboostdk
Key Point The Strategy
Think about people
Think about what people want to do on sites not just how to can get them there
timlb cboostdk
Key Point The Strategy
Think about people
Think about what people want to do on sites not just how to can get them there
Recruit analysts for empathy as well as curiosity
timlb
The tactics
Use quick techniques to seek out clues not definitive data
+
Use cheap and quick tools
+
Cross-reference or triangulate clues and data
=
Start optimising for people not cookies
timlb
Donrsquot just go fishing
Photo Karwik httpswwwflickrcomphotoskarwik
timlb
Ok what do we know about people
timlb
Who are the people on our sites
Personas If you donrsquot use personas time to start If you do use personas do you find them in GA httpswwwinteraction-designorgencyclopediapersonashtml httpwwwbryaneisenbergcompersonas-magic-behind-mirror
timlb
What sources of clues have we got
GA Where people came from
Campaigns Non-campaign channels
What they did Path (pv landing funnels flows) Goals Content Grouping Errors Custom data
Maybe clues about who Demographics
Non-GA Feedback surveys Usability tests Scroll amp Click maps Session recordings Customer file demographics
timlb cboostdk
Top Priority Voice of Visitor
Let your visitors tell you What they want
What to fix
httpbitlytimsurveys
timlb cboostdk
Why feedback surveys are so good
Very fast No need to wait for data to reach scale
Very direct insights
People tell you their intention and expectations People tell you exactly what caused their problem (or what specifically what they liked)
Words are from real visitors
Valuable understanding of visitor language and terminology
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
Horror show invitation HT JamesGurd
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
Horror show invitation HT JamesGurd
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
timlb
What is the purpose of your visit today (Choices + ldquootherrdquo box)
Were you able to complete your task
Any other comments
How to work with feedback surveys
What to ask - mobile style
timlb
How to work with feedback surveys
Where and how to ask
After conversion For No risk to conversion Simple embedded form Can ask more questions Less skewed to complaints
learn what people like Surprise will include comments about previous
non-conversion visits High response
bull 15 - 35 start survey bull 5 - 10 include text comment
Against Only converters
timlb
How to work with feedback surveys
What to ask - post conversion
1 Net Promoter Question or Customer Effort Score 2 Were you able to do everything you wanted to do today 3 Any other comments (If yoursquore not storing email address with survey also ask for email address if a reply is needed)
Net Promoter or NPSreg Net Promoter Net Promoter Score and NPS are trademarks of Satmetrix Systems Inc Bain amp Company Inc and Fred Reichheld ldquoHow likely is it that you would recommend this site to a friend or colleaguerdquo Scale 0-10 where 0 is ldquovery unlikelyrdquo and 10 is ldquovery likelyrdquo 0-6 are lsquodetractorsrsquo 7-8 are lsquopassivesrsquo 9-10 are lsquopromotersrsquo Score = of lsquopromotersrsquo - of detractors Customer Effort Score ldquoHow much effort did you personally have to put forth to handle your requestrdquo Scale 1-5 where 1 is ldquovery low effortrdquo and 5 is ldquovery high effortrdquo
timlb
How to work with feedback surveys
The Key Process free text comments
No good just browsing comments MUST be systematic
lsquoTagrsquo according to theme Ideally tagging done by same person lsquoTaggerrsquo writes a regular report Report on trends Include lsquoverbatimrsquo sample comments for each
point in report Get comments from the contact centre too
timlb
Report in a consistent way Show trends Include relevant verbatim samples
How to work with feedback surveys
Beware confirmation bias
No process = opinion not data = no insights
timlb
Voice of Customer Not just about fixing bugs
Deeper Understanding peoplersquos language amp expectations Matt Lacey from PRWD in an Econsultancy blog on ab testing
ldquoIn one example we saw a lift of 4 in sales across the site for a large European retailer simply by changing the messages in the USP bar The key to this test was that the messages that won had come directly from the mouths of customers from user research prior to developing the hypotheses for the testrdquo httpbitlySuperweek2014USB
Product SuggestionsPeople will ask for new products they expected you to stock
Competitor IntelligencePeople will compare you to your rivals
timlb
How to work with feedback surveys
Integrate with GA
bull Many systems have features for sending data to GA
bull Custom dimensionsmetrics bull Events (Values in standard reports)
bull Warning never send Personally Identifiable Information to GA
Store anonymous survey-id for session-level analysishellip Bonus integrate with session recording
Suddenly data about people in GA
(purpose of visit)
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb
Go fishing like this
Photos wwwsimradcom
timlb cboostdk
Make connections
use clues from one source to drive investigations in another
and build insight
Triangulate if you can
Key Point The Tactic
timlb cboostdk
timlb
What else Usability Tests
Moderated Recruit real users Watch them yourself Ask questions
Un-moderated Panels
usertestingcom whatusersdocom
System only wwwopenhallwaycom
Photo webusabilitycouk
Photo tobiicom
userresearchbloggovuk wwwgovukservice-manualuser-researchers
timlb cboostdk
If you have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise
Large groups of people you would not expect Assumptions about users change Content of site needs to change
What else Customer Demographics
timlb
GA what do we know
Where people came from Disappearing data
Not provided Dark social (Direct)
Whatrsquos left Campaigns Sample referrers
What they did More and more data
Events Enhanced Ecommerce Custom data Data widening
Who they are Demographic clues
timlb
GA Make Campaigns Work Harder
Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent
Stage in conversion journey Kind of interest
Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good
Although technically easier to structure around visitors In reality has to be structured around ROI
timlb
GA Intent - Carmenrsquos Great Guide
Carmen Mardiros Superweek 2014 Visitor Intent Smart clues for understanding customer journeys
httpbitlySuperweekCarmenMardiros
timlb
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb
GA Segments and Micro-conversion
User segments Sequence segments
Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
httpbitlySuperweekCarmenMardiros
timlb
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
Thank you
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom httpwwwmayankhocom martijnvv prototype at Measurecamp London Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew httpgetsatalyticscom DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
Feedback Systems (just some of them)
timlb
And so are sessions or visits
30 minute time out arbitrary convention httpwwwsimoahavacomanalyticsthe-schema-conspiracy
Look at your own data
Funnel entrances on impossible pages ldquoReturningrdquo visits on the same day
httpbitlytimlbGaSegmentSameDayTransaction
timlb
Meanwhileldquo$40 billion is spent on digital advertising in the US on an annual
basis while between $2 and 5 billion is spent on designing services
So we set a big expectation and then donrsquot deliverrdquo - Chris Risdon of Adaptive Path
cited by Gerry McGovern January 2015 httpwwwgerrymcgoverncomnew-thinkingadvertising-and-marketing-are-broken-how-do-we-fix-them
timlb
Suggestion re-balance effort
Spend more time trying to understand our users as people
Look for the ldquowhyrdquo as well as the ldquowhatrdquo
Find out what people are trying to do
Learn whatrsquos stopping them doing it
Re-balance some of the $40 billion from advertising to the $5
billion for lsquoservice designrsquo
timlb cboostdk
Key Point The Strategy
Think about people
Think about what people want to do on sites not just how to can get them there
timlb cboostdk
Key Point The Strategy
Think about people
Think about what people want to do on sites not just how to can get them there
Recruit analysts for empathy as well as curiosity
timlb
The tactics
Use quick techniques to seek out clues not definitive data
+
Use cheap and quick tools
+
Cross-reference or triangulate clues and data
=
Start optimising for people not cookies
timlb
Donrsquot just go fishing
Photo Karwik httpswwwflickrcomphotoskarwik
timlb
Ok what do we know about people
timlb
Who are the people on our sites
Personas If you donrsquot use personas time to start If you do use personas do you find them in GA httpswwwinteraction-designorgencyclopediapersonashtml httpwwwbryaneisenbergcompersonas-magic-behind-mirror
timlb
What sources of clues have we got
GA Where people came from
Campaigns Non-campaign channels
What they did Path (pv landing funnels flows) Goals Content Grouping Errors Custom data
Maybe clues about who Demographics
Non-GA Feedback surveys Usability tests Scroll amp Click maps Session recordings Customer file demographics
timlb cboostdk
Top Priority Voice of Visitor
Let your visitors tell you What they want
What to fix
httpbitlytimsurveys
timlb cboostdk
Why feedback surveys are so good
Very fast No need to wait for data to reach scale
Very direct insights
People tell you their intention and expectations People tell you exactly what caused their problem (or what specifically what they liked)
Words are from real visitors
Valuable understanding of visitor language and terminology
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
Horror show invitation HT JamesGurd
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
Horror show invitation HT JamesGurd
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
timlb
What is the purpose of your visit today (Choices + ldquootherrdquo box)
Were you able to complete your task
Any other comments
How to work with feedback surveys
What to ask - mobile style
timlb
How to work with feedback surveys
Where and how to ask
After conversion For No risk to conversion Simple embedded form Can ask more questions Less skewed to complaints
learn what people like Surprise will include comments about previous
non-conversion visits High response
bull 15 - 35 start survey bull 5 - 10 include text comment
Against Only converters
timlb
How to work with feedback surveys
What to ask - post conversion
1 Net Promoter Question or Customer Effort Score 2 Were you able to do everything you wanted to do today 3 Any other comments (If yoursquore not storing email address with survey also ask for email address if a reply is needed)
Net Promoter or NPSreg Net Promoter Net Promoter Score and NPS are trademarks of Satmetrix Systems Inc Bain amp Company Inc and Fred Reichheld ldquoHow likely is it that you would recommend this site to a friend or colleaguerdquo Scale 0-10 where 0 is ldquovery unlikelyrdquo and 10 is ldquovery likelyrdquo 0-6 are lsquodetractorsrsquo 7-8 are lsquopassivesrsquo 9-10 are lsquopromotersrsquo Score = of lsquopromotersrsquo - of detractors Customer Effort Score ldquoHow much effort did you personally have to put forth to handle your requestrdquo Scale 1-5 where 1 is ldquovery low effortrdquo and 5 is ldquovery high effortrdquo
timlb
How to work with feedback surveys
The Key Process free text comments
No good just browsing comments MUST be systematic
lsquoTagrsquo according to theme Ideally tagging done by same person lsquoTaggerrsquo writes a regular report Report on trends Include lsquoverbatimrsquo sample comments for each
point in report Get comments from the contact centre too
timlb
Report in a consistent way Show trends Include relevant verbatim samples
How to work with feedback surveys
Beware confirmation bias
No process = opinion not data = no insights
timlb
Voice of Customer Not just about fixing bugs
Deeper Understanding peoplersquos language amp expectations Matt Lacey from PRWD in an Econsultancy blog on ab testing
ldquoIn one example we saw a lift of 4 in sales across the site for a large European retailer simply by changing the messages in the USP bar The key to this test was that the messages that won had come directly from the mouths of customers from user research prior to developing the hypotheses for the testrdquo httpbitlySuperweek2014USB
Product SuggestionsPeople will ask for new products they expected you to stock
Competitor IntelligencePeople will compare you to your rivals
timlb
How to work with feedback surveys
Integrate with GA
bull Many systems have features for sending data to GA
bull Custom dimensionsmetrics bull Events (Values in standard reports)
bull Warning never send Personally Identifiable Information to GA
Store anonymous survey-id for session-level analysishellip Bonus integrate with session recording
Suddenly data about people in GA
(purpose of visit)
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb
Go fishing like this
Photos wwwsimradcom
timlb cboostdk
Make connections
use clues from one source to drive investigations in another
and build insight
Triangulate if you can
Key Point The Tactic
timlb cboostdk
timlb
What else Usability Tests
Moderated Recruit real users Watch them yourself Ask questions
Un-moderated Panels
usertestingcom whatusersdocom
System only wwwopenhallwaycom
Photo webusabilitycouk
Photo tobiicom
userresearchbloggovuk wwwgovukservice-manualuser-researchers
timlb cboostdk
If you have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise
Large groups of people you would not expect Assumptions about users change Content of site needs to change
What else Customer Demographics
timlb
GA what do we know
Where people came from Disappearing data
Not provided Dark social (Direct)
Whatrsquos left Campaigns Sample referrers
What they did More and more data
Events Enhanced Ecommerce Custom data Data widening
Who they are Demographic clues
timlb
GA Make Campaigns Work Harder
Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent
Stage in conversion journey Kind of interest
Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good
Although technically easier to structure around visitors In reality has to be structured around ROI
timlb
GA Intent - Carmenrsquos Great Guide
Carmen Mardiros Superweek 2014 Visitor Intent Smart clues for understanding customer journeys
httpbitlySuperweekCarmenMardiros
timlb
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb
GA Segments and Micro-conversion
User segments Sequence segments
Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
httpbitlySuperweekCarmenMardiros
timlb
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
Thank you
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom httpwwwmayankhocom martijnvv prototype at Measurecamp London Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew httpgetsatalyticscom DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
Feedback Systems (just some of them)
timlb
Meanwhileldquo$40 billion is spent on digital advertising in the US on an annual
basis while between $2 and 5 billion is spent on designing services
So we set a big expectation and then donrsquot deliverrdquo - Chris Risdon of Adaptive Path
cited by Gerry McGovern January 2015 httpwwwgerrymcgoverncomnew-thinkingadvertising-and-marketing-are-broken-how-do-we-fix-them
timlb
Suggestion re-balance effort
Spend more time trying to understand our users as people
Look for the ldquowhyrdquo as well as the ldquowhatrdquo
Find out what people are trying to do
Learn whatrsquos stopping them doing it
Re-balance some of the $40 billion from advertising to the $5
billion for lsquoservice designrsquo
timlb cboostdk
Key Point The Strategy
Think about people
Think about what people want to do on sites not just how to can get them there
timlb cboostdk
Key Point The Strategy
Think about people
Think about what people want to do on sites not just how to can get them there
Recruit analysts for empathy as well as curiosity
timlb
The tactics
Use quick techniques to seek out clues not definitive data
+
Use cheap and quick tools
+
Cross-reference or triangulate clues and data
=
Start optimising for people not cookies
timlb
Donrsquot just go fishing
Photo Karwik httpswwwflickrcomphotoskarwik
timlb
Ok what do we know about people
timlb
Who are the people on our sites
Personas If you donrsquot use personas time to start If you do use personas do you find them in GA httpswwwinteraction-designorgencyclopediapersonashtml httpwwwbryaneisenbergcompersonas-magic-behind-mirror
timlb
What sources of clues have we got
GA Where people came from
Campaigns Non-campaign channels
What they did Path (pv landing funnels flows) Goals Content Grouping Errors Custom data
Maybe clues about who Demographics
Non-GA Feedback surveys Usability tests Scroll amp Click maps Session recordings Customer file demographics
timlb cboostdk
Top Priority Voice of Visitor
Let your visitors tell you What they want
What to fix
httpbitlytimsurveys
timlb cboostdk
Why feedback surveys are so good
Very fast No need to wait for data to reach scale
Very direct insights
People tell you their intention and expectations People tell you exactly what caused their problem (or what specifically what they liked)
Words are from real visitors
Valuable understanding of visitor language and terminology
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
Horror show invitation HT JamesGurd
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
Horror show invitation HT JamesGurd
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
timlb
What is the purpose of your visit today (Choices + ldquootherrdquo box)
Were you able to complete your task
Any other comments
How to work with feedback surveys
What to ask - mobile style
timlb
How to work with feedback surveys
Where and how to ask
After conversion For No risk to conversion Simple embedded form Can ask more questions Less skewed to complaints
learn what people like Surprise will include comments about previous
non-conversion visits High response
bull 15 - 35 start survey bull 5 - 10 include text comment
Against Only converters
timlb
How to work with feedback surveys
What to ask - post conversion
1 Net Promoter Question or Customer Effort Score 2 Were you able to do everything you wanted to do today 3 Any other comments (If yoursquore not storing email address with survey also ask for email address if a reply is needed)
Net Promoter or NPSreg Net Promoter Net Promoter Score and NPS are trademarks of Satmetrix Systems Inc Bain amp Company Inc and Fred Reichheld ldquoHow likely is it that you would recommend this site to a friend or colleaguerdquo Scale 0-10 where 0 is ldquovery unlikelyrdquo and 10 is ldquovery likelyrdquo 0-6 are lsquodetractorsrsquo 7-8 are lsquopassivesrsquo 9-10 are lsquopromotersrsquo Score = of lsquopromotersrsquo - of detractors Customer Effort Score ldquoHow much effort did you personally have to put forth to handle your requestrdquo Scale 1-5 where 1 is ldquovery low effortrdquo and 5 is ldquovery high effortrdquo
timlb
How to work with feedback surveys
The Key Process free text comments
No good just browsing comments MUST be systematic
lsquoTagrsquo according to theme Ideally tagging done by same person lsquoTaggerrsquo writes a regular report Report on trends Include lsquoverbatimrsquo sample comments for each
point in report Get comments from the contact centre too
timlb
Report in a consistent way Show trends Include relevant verbatim samples
How to work with feedback surveys
Beware confirmation bias
No process = opinion not data = no insights
timlb
Voice of Customer Not just about fixing bugs
Deeper Understanding peoplersquos language amp expectations Matt Lacey from PRWD in an Econsultancy blog on ab testing
ldquoIn one example we saw a lift of 4 in sales across the site for a large European retailer simply by changing the messages in the USP bar The key to this test was that the messages that won had come directly from the mouths of customers from user research prior to developing the hypotheses for the testrdquo httpbitlySuperweek2014USB
Product SuggestionsPeople will ask for new products they expected you to stock
Competitor IntelligencePeople will compare you to your rivals
timlb
How to work with feedback surveys
Integrate with GA
bull Many systems have features for sending data to GA
bull Custom dimensionsmetrics bull Events (Values in standard reports)
bull Warning never send Personally Identifiable Information to GA
Store anonymous survey-id for session-level analysishellip Bonus integrate with session recording
Suddenly data about people in GA
(purpose of visit)
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb
Go fishing like this
Photos wwwsimradcom
timlb cboostdk
Make connections
use clues from one source to drive investigations in another
and build insight
Triangulate if you can
Key Point The Tactic
timlb cboostdk
timlb
What else Usability Tests
Moderated Recruit real users Watch them yourself Ask questions
Un-moderated Panels
usertestingcom whatusersdocom
System only wwwopenhallwaycom
Photo webusabilitycouk
Photo tobiicom
userresearchbloggovuk wwwgovukservice-manualuser-researchers
timlb cboostdk
If you have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise
Large groups of people you would not expect Assumptions about users change Content of site needs to change
What else Customer Demographics
timlb
GA what do we know
Where people came from Disappearing data
Not provided Dark social (Direct)
Whatrsquos left Campaigns Sample referrers
What they did More and more data
Events Enhanced Ecommerce Custom data Data widening
Who they are Demographic clues
timlb
GA Make Campaigns Work Harder
Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent
Stage in conversion journey Kind of interest
Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good
Although technically easier to structure around visitors In reality has to be structured around ROI
timlb
GA Intent - Carmenrsquos Great Guide
Carmen Mardiros Superweek 2014 Visitor Intent Smart clues for understanding customer journeys
httpbitlySuperweekCarmenMardiros
timlb
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb
GA Segments and Micro-conversion
User segments Sequence segments
Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
httpbitlySuperweekCarmenMardiros
timlb
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
Thank you
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom httpwwwmayankhocom martijnvv prototype at Measurecamp London Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew httpgetsatalyticscom DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
Feedback Systems (just some of them)
timlb
Suggestion re-balance effort
Spend more time trying to understand our users as people
Look for the ldquowhyrdquo as well as the ldquowhatrdquo
Find out what people are trying to do
Learn whatrsquos stopping them doing it
Re-balance some of the $40 billion from advertising to the $5
billion for lsquoservice designrsquo
timlb cboostdk
Key Point The Strategy
Think about people
Think about what people want to do on sites not just how to can get them there
timlb cboostdk
Key Point The Strategy
Think about people
Think about what people want to do on sites not just how to can get them there
Recruit analysts for empathy as well as curiosity
timlb
The tactics
Use quick techniques to seek out clues not definitive data
+
Use cheap and quick tools
+
Cross-reference or triangulate clues and data
=
Start optimising for people not cookies
timlb
Donrsquot just go fishing
Photo Karwik httpswwwflickrcomphotoskarwik
timlb
Ok what do we know about people
timlb
Who are the people on our sites
Personas If you donrsquot use personas time to start If you do use personas do you find them in GA httpswwwinteraction-designorgencyclopediapersonashtml httpwwwbryaneisenbergcompersonas-magic-behind-mirror
timlb
What sources of clues have we got
GA Where people came from
Campaigns Non-campaign channels
What they did Path (pv landing funnels flows) Goals Content Grouping Errors Custom data
Maybe clues about who Demographics
Non-GA Feedback surveys Usability tests Scroll amp Click maps Session recordings Customer file demographics
timlb cboostdk
Top Priority Voice of Visitor
Let your visitors tell you What they want
What to fix
httpbitlytimsurveys
timlb cboostdk
Why feedback surveys are so good
Very fast No need to wait for data to reach scale
Very direct insights
People tell you their intention and expectations People tell you exactly what caused their problem (or what specifically what they liked)
Words are from real visitors
Valuable understanding of visitor language and terminology
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
Horror show invitation HT JamesGurd
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
Horror show invitation HT JamesGurd
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
timlb
What is the purpose of your visit today (Choices + ldquootherrdquo box)
Were you able to complete your task
Any other comments
How to work with feedback surveys
What to ask - mobile style
timlb
How to work with feedback surveys
Where and how to ask
After conversion For No risk to conversion Simple embedded form Can ask more questions Less skewed to complaints
learn what people like Surprise will include comments about previous
non-conversion visits High response
bull 15 - 35 start survey bull 5 - 10 include text comment
Against Only converters
timlb
How to work with feedback surveys
What to ask - post conversion
1 Net Promoter Question or Customer Effort Score 2 Were you able to do everything you wanted to do today 3 Any other comments (If yoursquore not storing email address with survey also ask for email address if a reply is needed)
Net Promoter or NPSreg Net Promoter Net Promoter Score and NPS are trademarks of Satmetrix Systems Inc Bain amp Company Inc and Fred Reichheld ldquoHow likely is it that you would recommend this site to a friend or colleaguerdquo Scale 0-10 where 0 is ldquovery unlikelyrdquo and 10 is ldquovery likelyrdquo 0-6 are lsquodetractorsrsquo 7-8 are lsquopassivesrsquo 9-10 are lsquopromotersrsquo Score = of lsquopromotersrsquo - of detractors Customer Effort Score ldquoHow much effort did you personally have to put forth to handle your requestrdquo Scale 1-5 where 1 is ldquovery low effortrdquo and 5 is ldquovery high effortrdquo
timlb
How to work with feedback surveys
The Key Process free text comments
No good just browsing comments MUST be systematic
lsquoTagrsquo according to theme Ideally tagging done by same person lsquoTaggerrsquo writes a regular report Report on trends Include lsquoverbatimrsquo sample comments for each
point in report Get comments from the contact centre too
timlb
Report in a consistent way Show trends Include relevant verbatim samples
How to work with feedback surveys
Beware confirmation bias
No process = opinion not data = no insights
timlb
Voice of Customer Not just about fixing bugs
Deeper Understanding peoplersquos language amp expectations Matt Lacey from PRWD in an Econsultancy blog on ab testing
ldquoIn one example we saw a lift of 4 in sales across the site for a large European retailer simply by changing the messages in the USP bar The key to this test was that the messages that won had come directly from the mouths of customers from user research prior to developing the hypotheses for the testrdquo httpbitlySuperweek2014USB
Product SuggestionsPeople will ask for new products they expected you to stock
Competitor IntelligencePeople will compare you to your rivals
timlb
How to work with feedback surveys
Integrate with GA
bull Many systems have features for sending data to GA
bull Custom dimensionsmetrics bull Events (Values in standard reports)
bull Warning never send Personally Identifiable Information to GA
Store anonymous survey-id for session-level analysishellip Bonus integrate with session recording
Suddenly data about people in GA
(purpose of visit)
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb
Go fishing like this
Photos wwwsimradcom
timlb cboostdk
Make connections
use clues from one source to drive investigations in another
and build insight
Triangulate if you can
Key Point The Tactic
timlb cboostdk
timlb
What else Usability Tests
Moderated Recruit real users Watch them yourself Ask questions
Un-moderated Panels
usertestingcom whatusersdocom
System only wwwopenhallwaycom
Photo webusabilitycouk
Photo tobiicom
userresearchbloggovuk wwwgovukservice-manualuser-researchers
timlb cboostdk
If you have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise
Large groups of people you would not expect Assumptions about users change Content of site needs to change
What else Customer Demographics
timlb
GA what do we know
Where people came from Disappearing data
Not provided Dark social (Direct)
Whatrsquos left Campaigns Sample referrers
What they did More and more data
Events Enhanced Ecommerce Custom data Data widening
Who they are Demographic clues
timlb
GA Make Campaigns Work Harder
Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent
Stage in conversion journey Kind of interest
Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good
Although technically easier to structure around visitors In reality has to be structured around ROI
timlb
GA Intent - Carmenrsquos Great Guide
Carmen Mardiros Superweek 2014 Visitor Intent Smart clues for understanding customer journeys
httpbitlySuperweekCarmenMardiros
timlb
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb
GA Segments and Micro-conversion
User segments Sequence segments
Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
httpbitlySuperweekCarmenMardiros
timlb
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
Thank you
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom httpwwwmayankhocom martijnvv prototype at Measurecamp London Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew httpgetsatalyticscom DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
Feedback Systems (just some of them)
timlb cboostdk
Key Point The Strategy
Think about people
Think about what people want to do on sites not just how to can get them there
timlb cboostdk
Key Point The Strategy
Think about people
Think about what people want to do on sites not just how to can get them there
Recruit analysts for empathy as well as curiosity
timlb
The tactics
Use quick techniques to seek out clues not definitive data
+
Use cheap and quick tools
+
Cross-reference or triangulate clues and data
=
Start optimising for people not cookies
timlb
Donrsquot just go fishing
Photo Karwik httpswwwflickrcomphotoskarwik
timlb
Ok what do we know about people
timlb
Who are the people on our sites
Personas If you donrsquot use personas time to start If you do use personas do you find them in GA httpswwwinteraction-designorgencyclopediapersonashtml httpwwwbryaneisenbergcompersonas-magic-behind-mirror
timlb
What sources of clues have we got
GA Where people came from
Campaigns Non-campaign channels
What they did Path (pv landing funnels flows) Goals Content Grouping Errors Custom data
Maybe clues about who Demographics
Non-GA Feedback surveys Usability tests Scroll amp Click maps Session recordings Customer file demographics
timlb cboostdk
Top Priority Voice of Visitor
Let your visitors tell you What they want
What to fix
httpbitlytimsurveys
timlb cboostdk
Why feedback surveys are so good
Very fast No need to wait for data to reach scale
Very direct insights
People tell you their intention and expectations People tell you exactly what caused their problem (or what specifically what they liked)
Words are from real visitors
Valuable understanding of visitor language and terminology
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
Horror show invitation HT JamesGurd
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
Horror show invitation HT JamesGurd
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
timlb
What is the purpose of your visit today (Choices + ldquootherrdquo box)
Were you able to complete your task
Any other comments
How to work with feedback surveys
What to ask - mobile style
timlb
How to work with feedback surveys
Where and how to ask
After conversion For No risk to conversion Simple embedded form Can ask more questions Less skewed to complaints
learn what people like Surprise will include comments about previous
non-conversion visits High response
bull 15 - 35 start survey bull 5 - 10 include text comment
Against Only converters
timlb
How to work with feedback surveys
What to ask - post conversion
1 Net Promoter Question or Customer Effort Score 2 Were you able to do everything you wanted to do today 3 Any other comments (If yoursquore not storing email address with survey also ask for email address if a reply is needed)
Net Promoter or NPSreg Net Promoter Net Promoter Score and NPS are trademarks of Satmetrix Systems Inc Bain amp Company Inc and Fred Reichheld ldquoHow likely is it that you would recommend this site to a friend or colleaguerdquo Scale 0-10 where 0 is ldquovery unlikelyrdquo and 10 is ldquovery likelyrdquo 0-6 are lsquodetractorsrsquo 7-8 are lsquopassivesrsquo 9-10 are lsquopromotersrsquo Score = of lsquopromotersrsquo - of detractors Customer Effort Score ldquoHow much effort did you personally have to put forth to handle your requestrdquo Scale 1-5 where 1 is ldquovery low effortrdquo and 5 is ldquovery high effortrdquo
timlb
How to work with feedback surveys
The Key Process free text comments
No good just browsing comments MUST be systematic
lsquoTagrsquo according to theme Ideally tagging done by same person lsquoTaggerrsquo writes a regular report Report on trends Include lsquoverbatimrsquo sample comments for each
point in report Get comments from the contact centre too
timlb
Report in a consistent way Show trends Include relevant verbatim samples
How to work with feedback surveys
Beware confirmation bias
No process = opinion not data = no insights
timlb
Voice of Customer Not just about fixing bugs
Deeper Understanding peoplersquos language amp expectations Matt Lacey from PRWD in an Econsultancy blog on ab testing
ldquoIn one example we saw a lift of 4 in sales across the site for a large European retailer simply by changing the messages in the USP bar The key to this test was that the messages that won had come directly from the mouths of customers from user research prior to developing the hypotheses for the testrdquo httpbitlySuperweek2014USB
Product SuggestionsPeople will ask for new products they expected you to stock
Competitor IntelligencePeople will compare you to your rivals
timlb
How to work with feedback surveys
Integrate with GA
bull Many systems have features for sending data to GA
bull Custom dimensionsmetrics bull Events (Values in standard reports)
bull Warning never send Personally Identifiable Information to GA
Store anonymous survey-id for session-level analysishellip Bonus integrate with session recording
Suddenly data about people in GA
(purpose of visit)
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb
Go fishing like this
Photos wwwsimradcom
timlb cboostdk
Make connections
use clues from one source to drive investigations in another
and build insight
Triangulate if you can
Key Point The Tactic
timlb cboostdk
timlb
What else Usability Tests
Moderated Recruit real users Watch them yourself Ask questions
Un-moderated Panels
usertestingcom whatusersdocom
System only wwwopenhallwaycom
Photo webusabilitycouk
Photo tobiicom
userresearchbloggovuk wwwgovukservice-manualuser-researchers
timlb cboostdk
If you have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise
Large groups of people you would not expect Assumptions about users change Content of site needs to change
What else Customer Demographics
timlb
GA what do we know
Where people came from Disappearing data
Not provided Dark social (Direct)
Whatrsquos left Campaigns Sample referrers
What they did More and more data
Events Enhanced Ecommerce Custom data Data widening
Who they are Demographic clues
timlb
GA Make Campaigns Work Harder
Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent
Stage in conversion journey Kind of interest
Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good
Although technically easier to structure around visitors In reality has to be structured around ROI
timlb
GA Intent - Carmenrsquos Great Guide
Carmen Mardiros Superweek 2014 Visitor Intent Smart clues for understanding customer journeys
httpbitlySuperweekCarmenMardiros
timlb
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb
GA Segments and Micro-conversion
User segments Sequence segments
Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
httpbitlySuperweekCarmenMardiros
timlb
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
Thank you
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom httpwwwmayankhocom martijnvv prototype at Measurecamp London Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew httpgetsatalyticscom DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
Feedback Systems (just some of them)
timlb cboostdk
Key Point The Strategy
Think about people
Think about what people want to do on sites not just how to can get them there
Recruit analysts for empathy as well as curiosity
timlb
The tactics
Use quick techniques to seek out clues not definitive data
+
Use cheap and quick tools
+
Cross-reference or triangulate clues and data
=
Start optimising for people not cookies
timlb
Donrsquot just go fishing
Photo Karwik httpswwwflickrcomphotoskarwik
timlb
Ok what do we know about people
timlb
Who are the people on our sites
Personas If you donrsquot use personas time to start If you do use personas do you find them in GA httpswwwinteraction-designorgencyclopediapersonashtml httpwwwbryaneisenbergcompersonas-magic-behind-mirror
timlb
What sources of clues have we got
GA Where people came from
Campaigns Non-campaign channels
What they did Path (pv landing funnels flows) Goals Content Grouping Errors Custom data
Maybe clues about who Demographics
Non-GA Feedback surveys Usability tests Scroll amp Click maps Session recordings Customer file demographics
timlb cboostdk
Top Priority Voice of Visitor
Let your visitors tell you What they want
What to fix
httpbitlytimsurveys
timlb cboostdk
Why feedback surveys are so good
Very fast No need to wait for data to reach scale
Very direct insights
People tell you their intention and expectations People tell you exactly what caused their problem (or what specifically what they liked)
Words are from real visitors
Valuable understanding of visitor language and terminology
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
Horror show invitation HT JamesGurd
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
Horror show invitation HT JamesGurd
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
timlb
What is the purpose of your visit today (Choices + ldquootherrdquo box)
Were you able to complete your task
Any other comments
How to work with feedback surveys
What to ask - mobile style
timlb
How to work with feedback surveys
Where and how to ask
After conversion For No risk to conversion Simple embedded form Can ask more questions Less skewed to complaints
learn what people like Surprise will include comments about previous
non-conversion visits High response
bull 15 - 35 start survey bull 5 - 10 include text comment
Against Only converters
timlb
How to work with feedback surveys
What to ask - post conversion
1 Net Promoter Question or Customer Effort Score 2 Were you able to do everything you wanted to do today 3 Any other comments (If yoursquore not storing email address with survey also ask for email address if a reply is needed)
Net Promoter or NPSreg Net Promoter Net Promoter Score and NPS are trademarks of Satmetrix Systems Inc Bain amp Company Inc and Fred Reichheld ldquoHow likely is it that you would recommend this site to a friend or colleaguerdquo Scale 0-10 where 0 is ldquovery unlikelyrdquo and 10 is ldquovery likelyrdquo 0-6 are lsquodetractorsrsquo 7-8 are lsquopassivesrsquo 9-10 are lsquopromotersrsquo Score = of lsquopromotersrsquo - of detractors Customer Effort Score ldquoHow much effort did you personally have to put forth to handle your requestrdquo Scale 1-5 where 1 is ldquovery low effortrdquo and 5 is ldquovery high effortrdquo
timlb
How to work with feedback surveys
The Key Process free text comments
No good just browsing comments MUST be systematic
lsquoTagrsquo according to theme Ideally tagging done by same person lsquoTaggerrsquo writes a regular report Report on trends Include lsquoverbatimrsquo sample comments for each
point in report Get comments from the contact centre too
timlb
Report in a consistent way Show trends Include relevant verbatim samples
How to work with feedback surveys
Beware confirmation bias
No process = opinion not data = no insights
timlb
Voice of Customer Not just about fixing bugs
Deeper Understanding peoplersquos language amp expectations Matt Lacey from PRWD in an Econsultancy blog on ab testing
ldquoIn one example we saw a lift of 4 in sales across the site for a large European retailer simply by changing the messages in the USP bar The key to this test was that the messages that won had come directly from the mouths of customers from user research prior to developing the hypotheses for the testrdquo httpbitlySuperweek2014USB
Product SuggestionsPeople will ask for new products they expected you to stock
Competitor IntelligencePeople will compare you to your rivals
timlb
How to work with feedback surveys
Integrate with GA
bull Many systems have features for sending data to GA
bull Custom dimensionsmetrics bull Events (Values in standard reports)
bull Warning never send Personally Identifiable Information to GA
Store anonymous survey-id for session-level analysishellip Bonus integrate with session recording
Suddenly data about people in GA
(purpose of visit)
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb
Go fishing like this
Photos wwwsimradcom
timlb cboostdk
Make connections
use clues from one source to drive investigations in another
and build insight
Triangulate if you can
Key Point The Tactic
timlb cboostdk
timlb
What else Usability Tests
Moderated Recruit real users Watch them yourself Ask questions
Un-moderated Panels
usertestingcom whatusersdocom
System only wwwopenhallwaycom
Photo webusabilitycouk
Photo tobiicom
userresearchbloggovuk wwwgovukservice-manualuser-researchers
timlb cboostdk
If you have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise
Large groups of people you would not expect Assumptions about users change Content of site needs to change
What else Customer Demographics
timlb
GA what do we know
Where people came from Disappearing data
Not provided Dark social (Direct)
Whatrsquos left Campaigns Sample referrers
What they did More and more data
Events Enhanced Ecommerce Custom data Data widening
Who they are Demographic clues
timlb
GA Make Campaigns Work Harder
Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent
Stage in conversion journey Kind of interest
Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good
Although technically easier to structure around visitors In reality has to be structured around ROI
timlb
GA Intent - Carmenrsquos Great Guide
Carmen Mardiros Superweek 2014 Visitor Intent Smart clues for understanding customer journeys
httpbitlySuperweekCarmenMardiros
timlb
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb
GA Segments and Micro-conversion
User segments Sequence segments
Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
httpbitlySuperweekCarmenMardiros
timlb
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
Thank you
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom httpwwwmayankhocom martijnvv prototype at Measurecamp London Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew httpgetsatalyticscom DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
Feedback Systems (just some of them)
timlb
The tactics
Use quick techniques to seek out clues not definitive data
+
Use cheap and quick tools
+
Cross-reference or triangulate clues and data
=
Start optimising for people not cookies
timlb
Donrsquot just go fishing
Photo Karwik httpswwwflickrcomphotoskarwik
timlb
Ok what do we know about people
timlb
Who are the people on our sites
Personas If you donrsquot use personas time to start If you do use personas do you find them in GA httpswwwinteraction-designorgencyclopediapersonashtml httpwwwbryaneisenbergcompersonas-magic-behind-mirror
timlb
What sources of clues have we got
GA Where people came from
Campaigns Non-campaign channels
What they did Path (pv landing funnels flows) Goals Content Grouping Errors Custom data
Maybe clues about who Demographics
Non-GA Feedback surveys Usability tests Scroll amp Click maps Session recordings Customer file demographics
timlb cboostdk
Top Priority Voice of Visitor
Let your visitors tell you What they want
What to fix
httpbitlytimsurveys
timlb cboostdk
Why feedback surveys are so good
Very fast No need to wait for data to reach scale
Very direct insights
People tell you their intention and expectations People tell you exactly what caused their problem (or what specifically what they liked)
Words are from real visitors
Valuable understanding of visitor language and terminology
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
Horror show invitation HT JamesGurd
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
Horror show invitation HT JamesGurd
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
timlb
What is the purpose of your visit today (Choices + ldquootherrdquo box)
Were you able to complete your task
Any other comments
How to work with feedback surveys
What to ask - mobile style
timlb
How to work with feedback surveys
Where and how to ask
After conversion For No risk to conversion Simple embedded form Can ask more questions Less skewed to complaints
learn what people like Surprise will include comments about previous
non-conversion visits High response
bull 15 - 35 start survey bull 5 - 10 include text comment
Against Only converters
timlb
How to work with feedback surveys
What to ask - post conversion
1 Net Promoter Question or Customer Effort Score 2 Were you able to do everything you wanted to do today 3 Any other comments (If yoursquore not storing email address with survey also ask for email address if a reply is needed)
Net Promoter or NPSreg Net Promoter Net Promoter Score and NPS are trademarks of Satmetrix Systems Inc Bain amp Company Inc and Fred Reichheld ldquoHow likely is it that you would recommend this site to a friend or colleaguerdquo Scale 0-10 where 0 is ldquovery unlikelyrdquo and 10 is ldquovery likelyrdquo 0-6 are lsquodetractorsrsquo 7-8 are lsquopassivesrsquo 9-10 are lsquopromotersrsquo Score = of lsquopromotersrsquo - of detractors Customer Effort Score ldquoHow much effort did you personally have to put forth to handle your requestrdquo Scale 1-5 where 1 is ldquovery low effortrdquo and 5 is ldquovery high effortrdquo
timlb
How to work with feedback surveys
The Key Process free text comments
No good just browsing comments MUST be systematic
lsquoTagrsquo according to theme Ideally tagging done by same person lsquoTaggerrsquo writes a regular report Report on trends Include lsquoverbatimrsquo sample comments for each
point in report Get comments from the contact centre too
timlb
Report in a consistent way Show trends Include relevant verbatim samples
How to work with feedback surveys
Beware confirmation bias
No process = opinion not data = no insights
timlb
Voice of Customer Not just about fixing bugs
Deeper Understanding peoplersquos language amp expectations Matt Lacey from PRWD in an Econsultancy blog on ab testing
ldquoIn one example we saw a lift of 4 in sales across the site for a large European retailer simply by changing the messages in the USP bar The key to this test was that the messages that won had come directly from the mouths of customers from user research prior to developing the hypotheses for the testrdquo httpbitlySuperweek2014USB
Product SuggestionsPeople will ask for new products they expected you to stock
Competitor IntelligencePeople will compare you to your rivals
timlb
How to work with feedback surveys
Integrate with GA
bull Many systems have features for sending data to GA
bull Custom dimensionsmetrics bull Events (Values in standard reports)
bull Warning never send Personally Identifiable Information to GA
Store anonymous survey-id for session-level analysishellip Bonus integrate with session recording
Suddenly data about people in GA
(purpose of visit)
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb
Go fishing like this
Photos wwwsimradcom
timlb cboostdk
Make connections
use clues from one source to drive investigations in another
and build insight
Triangulate if you can
Key Point The Tactic
timlb cboostdk
timlb
What else Usability Tests
Moderated Recruit real users Watch them yourself Ask questions
Un-moderated Panels
usertestingcom whatusersdocom
System only wwwopenhallwaycom
Photo webusabilitycouk
Photo tobiicom
userresearchbloggovuk wwwgovukservice-manualuser-researchers
timlb cboostdk
If you have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise
Large groups of people you would not expect Assumptions about users change Content of site needs to change
What else Customer Demographics
timlb
GA what do we know
Where people came from Disappearing data
Not provided Dark social (Direct)
Whatrsquos left Campaigns Sample referrers
What they did More and more data
Events Enhanced Ecommerce Custom data Data widening
Who they are Demographic clues
timlb
GA Make Campaigns Work Harder
Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent
Stage in conversion journey Kind of interest
Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good
Although technically easier to structure around visitors In reality has to be structured around ROI
timlb
GA Intent - Carmenrsquos Great Guide
Carmen Mardiros Superweek 2014 Visitor Intent Smart clues for understanding customer journeys
httpbitlySuperweekCarmenMardiros
timlb
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb
GA Segments and Micro-conversion
User segments Sequence segments
Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
httpbitlySuperweekCarmenMardiros
timlb
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
Thank you
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom httpwwwmayankhocom martijnvv prototype at Measurecamp London Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew httpgetsatalyticscom DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
Feedback Systems (just some of them)
timlb
Donrsquot just go fishing
Photo Karwik httpswwwflickrcomphotoskarwik
timlb
Ok what do we know about people
timlb
Who are the people on our sites
Personas If you donrsquot use personas time to start If you do use personas do you find them in GA httpswwwinteraction-designorgencyclopediapersonashtml httpwwwbryaneisenbergcompersonas-magic-behind-mirror
timlb
What sources of clues have we got
GA Where people came from
Campaigns Non-campaign channels
What they did Path (pv landing funnels flows) Goals Content Grouping Errors Custom data
Maybe clues about who Demographics
Non-GA Feedback surveys Usability tests Scroll amp Click maps Session recordings Customer file demographics
timlb cboostdk
Top Priority Voice of Visitor
Let your visitors tell you What they want
What to fix
httpbitlytimsurveys
timlb cboostdk
Why feedback surveys are so good
Very fast No need to wait for data to reach scale
Very direct insights
People tell you their intention and expectations People tell you exactly what caused their problem (or what specifically what they liked)
Words are from real visitors
Valuable understanding of visitor language and terminology
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
Horror show invitation HT JamesGurd
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
Horror show invitation HT JamesGurd
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
timlb
What is the purpose of your visit today (Choices + ldquootherrdquo box)
Were you able to complete your task
Any other comments
How to work with feedback surveys
What to ask - mobile style
timlb
How to work with feedback surveys
Where and how to ask
After conversion For No risk to conversion Simple embedded form Can ask more questions Less skewed to complaints
learn what people like Surprise will include comments about previous
non-conversion visits High response
bull 15 - 35 start survey bull 5 - 10 include text comment
Against Only converters
timlb
How to work with feedback surveys
What to ask - post conversion
1 Net Promoter Question or Customer Effort Score 2 Were you able to do everything you wanted to do today 3 Any other comments (If yoursquore not storing email address with survey also ask for email address if a reply is needed)
Net Promoter or NPSreg Net Promoter Net Promoter Score and NPS are trademarks of Satmetrix Systems Inc Bain amp Company Inc and Fred Reichheld ldquoHow likely is it that you would recommend this site to a friend or colleaguerdquo Scale 0-10 where 0 is ldquovery unlikelyrdquo and 10 is ldquovery likelyrdquo 0-6 are lsquodetractorsrsquo 7-8 are lsquopassivesrsquo 9-10 are lsquopromotersrsquo Score = of lsquopromotersrsquo - of detractors Customer Effort Score ldquoHow much effort did you personally have to put forth to handle your requestrdquo Scale 1-5 where 1 is ldquovery low effortrdquo and 5 is ldquovery high effortrdquo
timlb
How to work with feedback surveys
The Key Process free text comments
No good just browsing comments MUST be systematic
lsquoTagrsquo according to theme Ideally tagging done by same person lsquoTaggerrsquo writes a regular report Report on trends Include lsquoverbatimrsquo sample comments for each
point in report Get comments from the contact centre too
timlb
Report in a consistent way Show trends Include relevant verbatim samples
How to work with feedback surveys
Beware confirmation bias
No process = opinion not data = no insights
timlb
Voice of Customer Not just about fixing bugs
Deeper Understanding peoplersquos language amp expectations Matt Lacey from PRWD in an Econsultancy blog on ab testing
ldquoIn one example we saw a lift of 4 in sales across the site for a large European retailer simply by changing the messages in the USP bar The key to this test was that the messages that won had come directly from the mouths of customers from user research prior to developing the hypotheses for the testrdquo httpbitlySuperweek2014USB
Product SuggestionsPeople will ask for new products they expected you to stock
Competitor IntelligencePeople will compare you to your rivals
timlb
How to work with feedback surveys
Integrate with GA
bull Many systems have features for sending data to GA
bull Custom dimensionsmetrics bull Events (Values in standard reports)
bull Warning never send Personally Identifiable Information to GA
Store anonymous survey-id for session-level analysishellip Bonus integrate with session recording
Suddenly data about people in GA
(purpose of visit)
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb
Go fishing like this
Photos wwwsimradcom
timlb cboostdk
Make connections
use clues from one source to drive investigations in another
and build insight
Triangulate if you can
Key Point The Tactic
timlb cboostdk
timlb
What else Usability Tests
Moderated Recruit real users Watch them yourself Ask questions
Un-moderated Panels
usertestingcom whatusersdocom
System only wwwopenhallwaycom
Photo webusabilitycouk
Photo tobiicom
userresearchbloggovuk wwwgovukservice-manualuser-researchers
timlb cboostdk
If you have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise
Large groups of people you would not expect Assumptions about users change Content of site needs to change
What else Customer Demographics
timlb
GA what do we know
Where people came from Disappearing data
Not provided Dark social (Direct)
Whatrsquos left Campaigns Sample referrers
What they did More and more data
Events Enhanced Ecommerce Custom data Data widening
Who they are Demographic clues
timlb
GA Make Campaigns Work Harder
Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent
Stage in conversion journey Kind of interest
Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good
Although technically easier to structure around visitors In reality has to be structured around ROI
timlb
GA Intent - Carmenrsquos Great Guide
Carmen Mardiros Superweek 2014 Visitor Intent Smart clues for understanding customer journeys
httpbitlySuperweekCarmenMardiros
timlb
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb
GA Segments and Micro-conversion
User segments Sequence segments
Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
httpbitlySuperweekCarmenMardiros
timlb
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
Thank you
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom httpwwwmayankhocom martijnvv prototype at Measurecamp London Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew httpgetsatalyticscom DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
Feedback Systems (just some of them)
timlb
Ok what do we know about people
timlb
Who are the people on our sites
Personas If you donrsquot use personas time to start If you do use personas do you find them in GA httpswwwinteraction-designorgencyclopediapersonashtml httpwwwbryaneisenbergcompersonas-magic-behind-mirror
timlb
What sources of clues have we got
GA Where people came from
Campaigns Non-campaign channels
What they did Path (pv landing funnels flows) Goals Content Grouping Errors Custom data
Maybe clues about who Demographics
Non-GA Feedback surveys Usability tests Scroll amp Click maps Session recordings Customer file demographics
timlb cboostdk
Top Priority Voice of Visitor
Let your visitors tell you What they want
What to fix
httpbitlytimsurveys
timlb cboostdk
Why feedback surveys are so good
Very fast No need to wait for data to reach scale
Very direct insights
People tell you their intention and expectations People tell you exactly what caused their problem (or what specifically what they liked)
Words are from real visitors
Valuable understanding of visitor language and terminology
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
Horror show invitation HT JamesGurd
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
Horror show invitation HT JamesGurd
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
timlb
What is the purpose of your visit today (Choices + ldquootherrdquo box)
Were you able to complete your task
Any other comments
How to work with feedback surveys
What to ask - mobile style
timlb
How to work with feedback surveys
Where and how to ask
After conversion For No risk to conversion Simple embedded form Can ask more questions Less skewed to complaints
learn what people like Surprise will include comments about previous
non-conversion visits High response
bull 15 - 35 start survey bull 5 - 10 include text comment
Against Only converters
timlb
How to work with feedback surveys
What to ask - post conversion
1 Net Promoter Question or Customer Effort Score 2 Were you able to do everything you wanted to do today 3 Any other comments (If yoursquore not storing email address with survey also ask for email address if a reply is needed)
Net Promoter or NPSreg Net Promoter Net Promoter Score and NPS are trademarks of Satmetrix Systems Inc Bain amp Company Inc and Fred Reichheld ldquoHow likely is it that you would recommend this site to a friend or colleaguerdquo Scale 0-10 where 0 is ldquovery unlikelyrdquo and 10 is ldquovery likelyrdquo 0-6 are lsquodetractorsrsquo 7-8 are lsquopassivesrsquo 9-10 are lsquopromotersrsquo Score = of lsquopromotersrsquo - of detractors Customer Effort Score ldquoHow much effort did you personally have to put forth to handle your requestrdquo Scale 1-5 where 1 is ldquovery low effortrdquo and 5 is ldquovery high effortrdquo
timlb
How to work with feedback surveys
The Key Process free text comments
No good just browsing comments MUST be systematic
lsquoTagrsquo according to theme Ideally tagging done by same person lsquoTaggerrsquo writes a regular report Report on trends Include lsquoverbatimrsquo sample comments for each
point in report Get comments from the contact centre too
timlb
Report in a consistent way Show trends Include relevant verbatim samples
How to work with feedback surveys
Beware confirmation bias
No process = opinion not data = no insights
timlb
Voice of Customer Not just about fixing bugs
Deeper Understanding peoplersquos language amp expectations Matt Lacey from PRWD in an Econsultancy blog on ab testing
ldquoIn one example we saw a lift of 4 in sales across the site for a large European retailer simply by changing the messages in the USP bar The key to this test was that the messages that won had come directly from the mouths of customers from user research prior to developing the hypotheses for the testrdquo httpbitlySuperweek2014USB
Product SuggestionsPeople will ask for new products they expected you to stock
Competitor IntelligencePeople will compare you to your rivals
timlb
How to work with feedback surveys
Integrate with GA
bull Many systems have features for sending data to GA
bull Custom dimensionsmetrics bull Events (Values in standard reports)
bull Warning never send Personally Identifiable Information to GA
Store anonymous survey-id for session-level analysishellip Bonus integrate with session recording
Suddenly data about people in GA
(purpose of visit)
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb
Go fishing like this
Photos wwwsimradcom
timlb cboostdk
Make connections
use clues from one source to drive investigations in another
and build insight
Triangulate if you can
Key Point The Tactic
timlb cboostdk
timlb
What else Usability Tests
Moderated Recruit real users Watch them yourself Ask questions
Un-moderated Panels
usertestingcom whatusersdocom
System only wwwopenhallwaycom
Photo webusabilitycouk
Photo tobiicom
userresearchbloggovuk wwwgovukservice-manualuser-researchers
timlb cboostdk
If you have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise
Large groups of people you would not expect Assumptions about users change Content of site needs to change
What else Customer Demographics
timlb
GA what do we know
Where people came from Disappearing data
Not provided Dark social (Direct)
Whatrsquos left Campaigns Sample referrers
What they did More and more data
Events Enhanced Ecommerce Custom data Data widening
Who they are Demographic clues
timlb
GA Make Campaigns Work Harder
Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent
Stage in conversion journey Kind of interest
Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good
Although technically easier to structure around visitors In reality has to be structured around ROI
timlb
GA Intent - Carmenrsquos Great Guide
Carmen Mardiros Superweek 2014 Visitor Intent Smart clues for understanding customer journeys
httpbitlySuperweekCarmenMardiros
timlb
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb
GA Segments and Micro-conversion
User segments Sequence segments
Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
httpbitlySuperweekCarmenMardiros
timlb
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
Thank you
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom httpwwwmayankhocom martijnvv prototype at Measurecamp London Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew httpgetsatalyticscom DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
Feedback Systems (just some of them)
timlb
Who are the people on our sites
Personas If you donrsquot use personas time to start If you do use personas do you find them in GA httpswwwinteraction-designorgencyclopediapersonashtml httpwwwbryaneisenbergcompersonas-magic-behind-mirror
timlb
What sources of clues have we got
GA Where people came from
Campaigns Non-campaign channels
What they did Path (pv landing funnels flows) Goals Content Grouping Errors Custom data
Maybe clues about who Demographics
Non-GA Feedback surveys Usability tests Scroll amp Click maps Session recordings Customer file demographics
timlb cboostdk
Top Priority Voice of Visitor
Let your visitors tell you What they want
What to fix
httpbitlytimsurveys
timlb cboostdk
Why feedback surveys are so good
Very fast No need to wait for data to reach scale
Very direct insights
People tell you their intention and expectations People tell you exactly what caused their problem (or what specifically what they liked)
Words are from real visitors
Valuable understanding of visitor language and terminology
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
Horror show invitation HT JamesGurd
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
Horror show invitation HT JamesGurd
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
timlb
What is the purpose of your visit today (Choices + ldquootherrdquo box)
Were you able to complete your task
Any other comments
How to work with feedback surveys
What to ask - mobile style
timlb
How to work with feedback surveys
Where and how to ask
After conversion For No risk to conversion Simple embedded form Can ask more questions Less skewed to complaints
learn what people like Surprise will include comments about previous
non-conversion visits High response
bull 15 - 35 start survey bull 5 - 10 include text comment
Against Only converters
timlb
How to work with feedback surveys
What to ask - post conversion
1 Net Promoter Question or Customer Effort Score 2 Were you able to do everything you wanted to do today 3 Any other comments (If yoursquore not storing email address with survey also ask for email address if a reply is needed)
Net Promoter or NPSreg Net Promoter Net Promoter Score and NPS are trademarks of Satmetrix Systems Inc Bain amp Company Inc and Fred Reichheld ldquoHow likely is it that you would recommend this site to a friend or colleaguerdquo Scale 0-10 where 0 is ldquovery unlikelyrdquo and 10 is ldquovery likelyrdquo 0-6 are lsquodetractorsrsquo 7-8 are lsquopassivesrsquo 9-10 are lsquopromotersrsquo Score = of lsquopromotersrsquo - of detractors Customer Effort Score ldquoHow much effort did you personally have to put forth to handle your requestrdquo Scale 1-5 where 1 is ldquovery low effortrdquo and 5 is ldquovery high effortrdquo
timlb
How to work with feedback surveys
The Key Process free text comments
No good just browsing comments MUST be systematic
lsquoTagrsquo according to theme Ideally tagging done by same person lsquoTaggerrsquo writes a regular report Report on trends Include lsquoverbatimrsquo sample comments for each
point in report Get comments from the contact centre too
timlb
Report in a consistent way Show trends Include relevant verbatim samples
How to work with feedback surveys
Beware confirmation bias
No process = opinion not data = no insights
timlb
Voice of Customer Not just about fixing bugs
Deeper Understanding peoplersquos language amp expectations Matt Lacey from PRWD in an Econsultancy blog on ab testing
ldquoIn one example we saw a lift of 4 in sales across the site for a large European retailer simply by changing the messages in the USP bar The key to this test was that the messages that won had come directly from the mouths of customers from user research prior to developing the hypotheses for the testrdquo httpbitlySuperweek2014USB
Product SuggestionsPeople will ask for new products they expected you to stock
Competitor IntelligencePeople will compare you to your rivals
timlb
How to work with feedback surveys
Integrate with GA
bull Many systems have features for sending data to GA
bull Custom dimensionsmetrics bull Events (Values in standard reports)
bull Warning never send Personally Identifiable Information to GA
Store anonymous survey-id for session-level analysishellip Bonus integrate with session recording
Suddenly data about people in GA
(purpose of visit)
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb
Go fishing like this
Photos wwwsimradcom
timlb cboostdk
Make connections
use clues from one source to drive investigations in another
and build insight
Triangulate if you can
Key Point The Tactic
timlb cboostdk
timlb
What else Usability Tests
Moderated Recruit real users Watch them yourself Ask questions
Un-moderated Panels
usertestingcom whatusersdocom
System only wwwopenhallwaycom
Photo webusabilitycouk
Photo tobiicom
userresearchbloggovuk wwwgovukservice-manualuser-researchers
timlb cboostdk
If you have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise
Large groups of people you would not expect Assumptions about users change Content of site needs to change
What else Customer Demographics
timlb
GA what do we know
Where people came from Disappearing data
Not provided Dark social (Direct)
Whatrsquos left Campaigns Sample referrers
What they did More and more data
Events Enhanced Ecommerce Custom data Data widening
Who they are Demographic clues
timlb
GA Make Campaigns Work Harder
Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent
Stage in conversion journey Kind of interest
Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good
Although technically easier to structure around visitors In reality has to be structured around ROI
timlb
GA Intent - Carmenrsquos Great Guide
Carmen Mardiros Superweek 2014 Visitor Intent Smart clues for understanding customer journeys
httpbitlySuperweekCarmenMardiros
timlb
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb
GA Segments and Micro-conversion
User segments Sequence segments
Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
httpbitlySuperweekCarmenMardiros
timlb
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
Thank you
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom httpwwwmayankhocom martijnvv prototype at Measurecamp London Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew httpgetsatalyticscom DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
Feedback Systems (just some of them)
timlb
What sources of clues have we got
GA Where people came from
Campaigns Non-campaign channels
What they did Path (pv landing funnels flows) Goals Content Grouping Errors Custom data
Maybe clues about who Demographics
Non-GA Feedback surveys Usability tests Scroll amp Click maps Session recordings Customer file demographics
timlb cboostdk
Top Priority Voice of Visitor
Let your visitors tell you What they want
What to fix
httpbitlytimsurveys
timlb cboostdk
Why feedback surveys are so good
Very fast No need to wait for data to reach scale
Very direct insights
People tell you their intention and expectations People tell you exactly what caused their problem (or what specifically what they liked)
Words are from real visitors
Valuable understanding of visitor language and terminology
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
Horror show invitation HT JamesGurd
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
Horror show invitation HT JamesGurd
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
timlb
What is the purpose of your visit today (Choices + ldquootherrdquo box)
Were you able to complete your task
Any other comments
How to work with feedback surveys
What to ask - mobile style
timlb
How to work with feedback surveys
Where and how to ask
After conversion For No risk to conversion Simple embedded form Can ask more questions Less skewed to complaints
learn what people like Surprise will include comments about previous
non-conversion visits High response
bull 15 - 35 start survey bull 5 - 10 include text comment
Against Only converters
timlb
How to work with feedback surveys
What to ask - post conversion
1 Net Promoter Question or Customer Effort Score 2 Were you able to do everything you wanted to do today 3 Any other comments (If yoursquore not storing email address with survey also ask for email address if a reply is needed)
Net Promoter or NPSreg Net Promoter Net Promoter Score and NPS are trademarks of Satmetrix Systems Inc Bain amp Company Inc and Fred Reichheld ldquoHow likely is it that you would recommend this site to a friend or colleaguerdquo Scale 0-10 where 0 is ldquovery unlikelyrdquo and 10 is ldquovery likelyrdquo 0-6 are lsquodetractorsrsquo 7-8 are lsquopassivesrsquo 9-10 are lsquopromotersrsquo Score = of lsquopromotersrsquo - of detractors Customer Effort Score ldquoHow much effort did you personally have to put forth to handle your requestrdquo Scale 1-5 where 1 is ldquovery low effortrdquo and 5 is ldquovery high effortrdquo
timlb
How to work with feedback surveys
The Key Process free text comments
No good just browsing comments MUST be systematic
lsquoTagrsquo according to theme Ideally tagging done by same person lsquoTaggerrsquo writes a regular report Report on trends Include lsquoverbatimrsquo sample comments for each
point in report Get comments from the contact centre too
timlb
Report in a consistent way Show trends Include relevant verbatim samples
How to work with feedback surveys
Beware confirmation bias
No process = opinion not data = no insights
timlb
Voice of Customer Not just about fixing bugs
Deeper Understanding peoplersquos language amp expectations Matt Lacey from PRWD in an Econsultancy blog on ab testing
ldquoIn one example we saw a lift of 4 in sales across the site for a large European retailer simply by changing the messages in the USP bar The key to this test was that the messages that won had come directly from the mouths of customers from user research prior to developing the hypotheses for the testrdquo httpbitlySuperweek2014USB
Product SuggestionsPeople will ask for new products they expected you to stock
Competitor IntelligencePeople will compare you to your rivals
timlb
How to work with feedback surveys
Integrate with GA
bull Many systems have features for sending data to GA
bull Custom dimensionsmetrics bull Events (Values in standard reports)
bull Warning never send Personally Identifiable Information to GA
Store anonymous survey-id for session-level analysishellip Bonus integrate with session recording
Suddenly data about people in GA
(purpose of visit)
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb
Go fishing like this
Photos wwwsimradcom
timlb cboostdk
Make connections
use clues from one source to drive investigations in another
and build insight
Triangulate if you can
Key Point The Tactic
timlb cboostdk
timlb
What else Usability Tests
Moderated Recruit real users Watch them yourself Ask questions
Un-moderated Panels
usertestingcom whatusersdocom
System only wwwopenhallwaycom
Photo webusabilitycouk
Photo tobiicom
userresearchbloggovuk wwwgovukservice-manualuser-researchers
timlb cboostdk
If you have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise
Large groups of people you would not expect Assumptions about users change Content of site needs to change
What else Customer Demographics
timlb
GA what do we know
Where people came from Disappearing data
Not provided Dark social (Direct)
Whatrsquos left Campaigns Sample referrers
What they did More and more data
Events Enhanced Ecommerce Custom data Data widening
Who they are Demographic clues
timlb
GA Make Campaigns Work Harder
Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent
Stage in conversion journey Kind of interest
Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good
Although technically easier to structure around visitors In reality has to be structured around ROI
timlb
GA Intent - Carmenrsquos Great Guide
Carmen Mardiros Superweek 2014 Visitor Intent Smart clues for understanding customer journeys
httpbitlySuperweekCarmenMardiros
timlb
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb
GA Segments and Micro-conversion
User segments Sequence segments
Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
httpbitlySuperweekCarmenMardiros
timlb
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
Thank you
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom httpwwwmayankhocom martijnvv prototype at Measurecamp London Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew httpgetsatalyticscom DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
Feedback Systems (just some of them)
timlb cboostdk
Top Priority Voice of Visitor
Let your visitors tell you What they want
What to fix
httpbitlytimsurveys
timlb cboostdk
Why feedback surveys are so good
Very fast No need to wait for data to reach scale
Very direct insights
People tell you their intention and expectations People tell you exactly what caused their problem (or what specifically what they liked)
Words are from real visitors
Valuable understanding of visitor language and terminology
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
Horror show invitation HT JamesGurd
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
Horror show invitation HT JamesGurd
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
timlb
What is the purpose of your visit today (Choices + ldquootherrdquo box)
Were you able to complete your task
Any other comments
How to work with feedback surveys
What to ask - mobile style
timlb
How to work with feedback surveys
Where and how to ask
After conversion For No risk to conversion Simple embedded form Can ask more questions Less skewed to complaints
learn what people like Surprise will include comments about previous
non-conversion visits High response
bull 15 - 35 start survey bull 5 - 10 include text comment
Against Only converters
timlb
How to work with feedback surveys
What to ask - post conversion
1 Net Promoter Question or Customer Effort Score 2 Were you able to do everything you wanted to do today 3 Any other comments (If yoursquore not storing email address with survey also ask for email address if a reply is needed)
Net Promoter or NPSreg Net Promoter Net Promoter Score and NPS are trademarks of Satmetrix Systems Inc Bain amp Company Inc and Fred Reichheld ldquoHow likely is it that you would recommend this site to a friend or colleaguerdquo Scale 0-10 where 0 is ldquovery unlikelyrdquo and 10 is ldquovery likelyrdquo 0-6 are lsquodetractorsrsquo 7-8 are lsquopassivesrsquo 9-10 are lsquopromotersrsquo Score = of lsquopromotersrsquo - of detractors Customer Effort Score ldquoHow much effort did you personally have to put forth to handle your requestrdquo Scale 1-5 where 1 is ldquovery low effortrdquo and 5 is ldquovery high effortrdquo
timlb
How to work with feedback surveys
The Key Process free text comments
No good just browsing comments MUST be systematic
lsquoTagrsquo according to theme Ideally tagging done by same person lsquoTaggerrsquo writes a regular report Report on trends Include lsquoverbatimrsquo sample comments for each
point in report Get comments from the contact centre too
timlb
Report in a consistent way Show trends Include relevant verbatim samples
How to work with feedback surveys
Beware confirmation bias
No process = opinion not data = no insights
timlb
Voice of Customer Not just about fixing bugs
Deeper Understanding peoplersquos language amp expectations Matt Lacey from PRWD in an Econsultancy blog on ab testing
ldquoIn one example we saw a lift of 4 in sales across the site for a large European retailer simply by changing the messages in the USP bar The key to this test was that the messages that won had come directly from the mouths of customers from user research prior to developing the hypotheses for the testrdquo httpbitlySuperweek2014USB
Product SuggestionsPeople will ask for new products they expected you to stock
Competitor IntelligencePeople will compare you to your rivals
timlb
How to work with feedback surveys
Integrate with GA
bull Many systems have features for sending data to GA
bull Custom dimensionsmetrics bull Events (Values in standard reports)
bull Warning never send Personally Identifiable Information to GA
Store anonymous survey-id for session-level analysishellip Bonus integrate with session recording
Suddenly data about people in GA
(purpose of visit)
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb
Go fishing like this
Photos wwwsimradcom
timlb cboostdk
Make connections
use clues from one source to drive investigations in another
and build insight
Triangulate if you can
Key Point The Tactic
timlb cboostdk
timlb
What else Usability Tests
Moderated Recruit real users Watch them yourself Ask questions
Un-moderated Panels
usertestingcom whatusersdocom
System only wwwopenhallwaycom
Photo webusabilitycouk
Photo tobiicom
userresearchbloggovuk wwwgovukservice-manualuser-researchers
timlb cboostdk
If you have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise
Large groups of people you would not expect Assumptions about users change Content of site needs to change
What else Customer Demographics
timlb
GA what do we know
Where people came from Disappearing data
Not provided Dark social (Direct)
Whatrsquos left Campaigns Sample referrers
What they did More and more data
Events Enhanced Ecommerce Custom data Data widening
Who they are Demographic clues
timlb
GA Make Campaigns Work Harder
Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent
Stage in conversion journey Kind of interest
Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good
Although technically easier to structure around visitors In reality has to be structured around ROI
timlb
GA Intent - Carmenrsquos Great Guide
Carmen Mardiros Superweek 2014 Visitor Intent Smart clues for understanding customer journeys
httpbitlySuperweekCarmenMardiros
timlb
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb
GA Segments and Micro-conversion
User segments Sequence segments
Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
httpbitlySuperweekCarmenMardiros
timlb
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
Thank you
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom httpwwwmayankhocom martijnvv prototype at Measurecamp London Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew httpgetsatalyticscom DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
Feedback Systems (just some of them)
timlb cboostdk
Why feedback surveys are so good
Very fast No need to wait for data to reach scale
Very direct insights
People tell you their intention and expectations People tell you exactly what caused their problem (or what specifically what they liked)
Words are from real visitors
Valuable understanding of visitor language and terminology
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
Horror show invitation HT JamesGurd
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
Horror show invitation HT JamesGurd
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
timlb
What is the purpose of your visit today (Choices + ldquootherrdquo box)
Were you able to complete your task
Any other comments
How to work with feedback surveys
What to ask - mobile style
timlb
How to work with feedback surveys
Where and how to ask
After conversion For No risk to conversion Simple embedded form Can ask more questions Less skewed to complaints
learn what people like Surprise will include comments about previous
non-conversion visits High response
bull 15 - 35 start survey bull 5 - 10 include text comment
Against Only converters
timlb
How to work with feedback surveys
What to ask - post conversion
1 Net Promoter Question or Customer Effort Score 2 Were you able to do everything you wanted to do today 3 Any other comments (If yoursquore not storing email address with survey also ask for email address if a reply is needed)
Net Promoter or NPSreg Net Promoter Net Promoter Score and NPS are trademarks of Satmetrix Systems Inc Bain amp Company Inc and Fred Reichheld ldquoHow likely is it that you would recommend this site to a friend or colleaguerdquo Scale 0-10 where 0 is ldquovery unlikelyrdquo and 10 is ldquovery likelyrdquo 0-6 are lsquodetractorsrsquo 7-8 are lsquopassivesrsquo 9-10 are lsquopromotersrsquo Score = of lsquopromotersrsquo - of detractors Customer Effort Score ldquoHow much effort did you personally have to put forth to handle your requestrdquo Scale 1-5 where 1 is ldquovery low effortrdquo and 5 is ldquovery high effortrdquo
timlb
How to work with feedback surveys
The Key Process free text comments
No good just browsing comments MUST be systematic
lsquoTagrsquo according to theme Ideally tagging done by same person lsquoTaggerrsquo writes a regular report Report on trends Include lsquoverbatimrsquo sample comments for each
point in report Get comments from the contact centre too
timlb
Report in a consistent way Show trends Include relevant verbatim samples
How to work with feedback surveys
Beware confirmation bias
No process = opinion not data = no insights
timlb
Voice of Customer Not just about fixing bugs
Deeper Understanding peoplersquos language amp expectations Matt Lacey from PRWD in an Econsultancy blog on ab testing
ldquoIn one example we saw a lift of 4 in sales across the site for a large European retailer simply by changing the messages in the USP bar The key to this test was that the messages that won had come directly from the mouths of customers from user research prior to developing the hypotheses for the testrdquo httpbitlySuperweek2014USB
Product SuggestionsPeople will ask for new products they expected you to stock
Competitor IntelligencePeople will compare you to your rivals
timlb
How to work with feedback surveys
Integrate with GA
bull Many systems have features for sending data to GA
bull Custom dimensionsmetrics bull Events (Values in standard reports)
bull Warning never send Personally Identifiable Information to GA
Store anonymous survey-id for session-level analysishellip Bonus integrate with session recording
Suddenly data about people in GA
(purpose of visit)
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb
Go fishing like this
Photos wwwsimradcom
timlb cboostdk
Make connections
use clues from one source to drive investigations in another
and build insight
Triangulate if you can
Key Point The Tactic
timlb cboostdk
timlb
What else Usability Tests
Moderated Recruit real users Watch them yourself Ask questions
Un-moderated Panels
usertestingcom whatusersdocom
System only wwwopenhallwaycom
Photo webusabilitycouk
Photo tobiicom
userresearchbloggovuk wwwgovukservice-manualuser-researchers
timlb cboostdk
If you have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise
Large groups of people you would not expect Assumptions about users change Content of site needs to change
What else Customer Demographics
timlb
GA what do we know
Where people came from Disappearing data
Not provided Dark social (Direct)
Whatrsquos left Campaigns Sample referrers
What they did More and more data
Events Enhanced Ecommerce Custom data Data widening
Who they are Demographic clues
timlb
GA Make Campaigns Work Harder
Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent
Stage in conversion journey Kind of interest
Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good
Although technically easier to structure around visitors In reality has to be structured around ROI
timlb
GA Intent - Carmenrsquos Great Guide
Carmen Mardiros Superweek 2014 Visitor Intent Smart clues for understanding customer journeys
httpbitlySuperweekCarmenMardiros
timlb
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb
GA Segments and Micro-conversion
User segments Sequence segments
Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
httpbitlySuperweekCarmenMardiros
timlb
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
Thank you
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom httpwwwmayankhocom martijnvv prototype at Measurecamp London Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew httpgetsatalyticscom DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
Feedback Systems (just some of them)
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
Horror show invitation HT JamesGurd
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
Horror show invitation HT JamesGurd
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
timlb
What is the purpose of your visit today (Choices + ldquootherrdquo box)
Were you able to complete your task
Any other comments
How to work with feedback surveys
What to ask - mobile style
timlb
How to work with feedback surveys
Where and how to ask
After conversion For No risk to conversion Simple embedded form Can ask more questions Less skewed to complaints
learn what people like Surprise will include comments about previous
non-conversion visits High response
bull 15 - 35 start survey bull 5 - 10 include text comment
Against Only converters
timlb
How to work with feedback surveys
What to ask - post conversion
1 Net Promoter Question or Customer Effort Score 2 Were you able to do everything you wanted to do today 3 Any other comments (If yoursquore not storing email address with survey also ask for email address if a reply is needed)
Net Promoter or NPSreg Net Promoter Net Promoter Score and NPS are trademarks of Satmetrix Systems Inc Bain amp Company Inc and Fred Reichheld ldquoHow likely is it that you would recommend this site to a friend or colleaguerdquo Scale 0-10 where 0 is ldquovery unlikelyrdquo and 10 is ldquovery likelyrdquo 0-6 are lsquodetractorsrsquo 7-8 are lsquopassivesrsquo 9-10 are lsquopromotersrsquo Score = of lsquopromotersrsquo - of detractors Customer Effort Score ldquoHow much effort did you personally have to put forth to handle your requestrdquo Scale 1-5 where 1 is ldquovery low effortrdquo and 5 is ldquovery high effortrdquo
timlb
How to work with feedback surveys
The Key Process free text comments
No good just browsing comments MUST be systematic
lsquoTagrsquo according to theme Ideally tagging done by same person lsquoTaggerrsquo writes a regular report Report on trends Include lsquoverbatimrsquo sample comments for each
point in report Get comments from the contact centre too
timlb
Report in a consistent way Show trends Include relevant verbatim samples
How to work with feedback surveys
Beware confirmation bias
No process = opinion not data = no insights
timlb
Voice of Customer Not just about fixing bugs
Deeper Understanding peoplersquos language amp expectations Matt Lacey from PRWD in an Econsultancy blog on ab testing
ldquoIn one example we saw a lift of 4 in sales across the site for a large European retailer simply by changing the messages in the USP bar The key to this test was that the messages that won had come directly from the mouths of customers from user research prior to developing the hypotheses for the testrdquo httpbitlySuperweek2014USB
Product SuggestionsPeople will ask for new products they expected you to stock
Competitor IntelligencePeople will compare you to your rivals
timlb
How to work with feedback surveys
Integrate with GA
bull Many systems have features for sending data to GA
bull Custom dimensionsmetrics bull Events (Values in standard reports)
bull Warning never send Personally Identifiable Information to GA
Store anonymous survey-id for session-level analysishellip Bonus integrate with session recording
Suddenly data about people in GA
(purpose of visit)
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb
Go fishing like this
Photos wwwsimradcom
timlb cboostdk
Make connections
use clues from one source to drive investigations in another
and build insight
Triangulate if you can
Key Point The Tactic
timlb cboostdk
timlb
What else Usability Tests
Moderated Recruit real users Watch them yourself Ask questions
Un-moderated Panels
usertestingcom whatusersdocom
System only wwwopenhallwaycom
Photo webusabilitycouk
Photo tobiicom
userresearchbloggovuk wwwgovukservice-manualuser-researchers
timlb cboostdk
If you have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise
Large groups of people you would not expect Assumptions about users change Content of site needs to change
What else Customer Demographics
timlb
GA what do we know
Where people came from Disappearing data
Not provided Dark social (Direct)
Whatrsquos left Campaigns Sample referrers
What they did More and more data
Events Enhanced Ecommerce Custom data Data widening
Who they are Demographic clues
timlb
GA Make Campaigns Work Harder
Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent
Stage in conversion journey Kind of interest
Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good
Although technically easier to structure around visitors In reality has to be structured around ROI
timlb
GA Intent - Carmenrsquos Great Guide
Carmen Mardiros Superweek 2014 Visitor Intent Smart clues for understanding customer journeys
httpbitlySuperweekCarmenMardiros
timlb
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb
GA Segments and Micro-conversion
User segments Sequence segments
Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
httpbitlySuperweekCarmenMardiros
timlb
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
Thank you
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom httpwwwmayankhocom martijnvv prototype at Measurecamp London Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew httpgetsatalyticscom DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
Feedback Systems (just some of them)
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
Horror show invitation HT JamesGurd
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
timlb
What is the purpose of your visit today (Choices + ldquootherrdquo box)
Were you able to complete your task
Any other comments
How to work with feedback surveys
What to ask - mobile style
timlb
How to work with feedback surveys
Where and how to ask
After conversion For No risk to conversion Simple embedded form Can ask more questions Less skewed to complaints
learn what people like Surprise will include comments about previous
non-conversion visits High response
bull 15 - 35 start survey bull 5 - 10 include text comment
Against Only converters
timlb
How to work with feedback surveys
What to ask - post conversion
1 Net Promoter Question or Customer Effort Score 2 Were you able to do everything you wanted to do today 3 Any other comments (If yoursquore not storing email address with survey also ask for email address if a reply is needed)
Net Promoter or NPSreg Net Promoter Net Promoter Score and NPS are trademarks of Satmetrix Systems Inc Bain amp Company Inc and Fred Reichheld ldquoHow likely is it that you would recommend this site to a friend or colleaguerdquo Scale 0-10 where 0 is ldquovery unlikelyrdquo and 10 is ldquovery likelyrdquo 0-6 are lsquodetractorsrsquo 7-8 are lsquopassivesrsquo 9-10 are lsquopromotersrsquo Score = of lsquopromotersrsquo - of detractors Customer Effort Score ldquoHow much effort did you personally have to put forth to handle your requestrdquo Scale 1-5 where 1 is ldquovery low effortrdquo and 5 is ldquovery high effortrdquo
timlb
How to work with feedback surveys
The Key Process free text comments
No good just browsing comments MUST be systematic
lsquoTagrsquo according to theme Ideally tagging done by same person lsquoTaggerrsquo writes a regular report Report on trends Include lsquoverbatimrsquo sample comments for each
point in report Get comments from the contact centre too
timlb
Report in a consistent way Show trends Include relevant verbatim samples
How to work with feedback surveys
Beware confirmation bias
No process = opinion not data = no insights
timlb
Voice of Customer Not just about fixing bugs
Deeper Understanding peoplersquos language amp expectations Matt Lacey from PRWD in an Econsultancy blog on ab testing
ldquoIn one example we saw a lift of 4 in sales across the site for a large European retailer simply by changing the messages in the USP bar The key to this test was that the messages that won had come directly from the mouths of customers from user research prior to developing the hypotheses for the testrdquo httpbitlySuperweek2014USB
Product SuggestionsPeople will ask for new products they expected you to stock
Competitor IntelligencePeople will compare you to your rivals
timlb
How to work with feedback surveys
Integrate with GA
bull Many systems have features for sending data to GA
bull Custom dimensionsmetrics bull Events (Values in standard reports)
bull Warning never send Personally Identifiable Information to GA
Store anonymous survey-id for session-level analysishellip Bonus integrate with session recording
Suddenly data about people in GA
(purpose of visit)
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb
Go fishing like this
Photos wwwsimradcom
timlb cboostdk
Make connections
use clues from one source to drive investigations in another
and build insight
Triangulate if you can
Key Point The Tactic
timlb cboostdk
timlb
What else Usability Tests
Moderated Recruit real users Watch them yourself Ask questions
Un-moderated Panels
usertestingcom whatusersdocom
System only wwwopenhallwaycom
Photo webusabilitycouk
Photo tobiicom
userresearchbloggovuk wwwgovukservice-manualuser-researchers
timlb cboostdk
If you have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise
Large groups of people you would not expect Assumptions about users change Content of site needs to change
What else Customer Demographics
timlb
GA what do we know
Where people came from Disappearing data
Not provided Dark social (Direct)
Whatrsquos left Campaigns Sample referrers
What they did More and more data
Events Enhanced Ecommerce Custom data Data widening
Who they are Demographic clues
timlb
GA Make Campaigns Work Harder
Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent
Stage in conversion journey Kind of interest
Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good
Although technically easier to structure around visitors In reality has to be structured around ROI
timlb
GA Intent - Carmenrsquos Great Guide
Carmen Mardiros Superweek 2014 Visitor Intent Smart clues for understanding customer journeys
httpbitlySuperweekCarmenMardiros
timlb
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb
GA Segments and Micro-conversion
User segments Sequence segments
Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
httpbitlySuperweekCarmenMardiros
timlb
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
Thank you
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom httpwwwmayankhocom martijnvv prototype at Measurecamp London Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew httpgetsatalyticscom DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
Feedback Systems (just some of them)
timlb
Everywhere (before conversion) For Widest range of insight Open to non-converters Against bull Low response
bull Active invitation 2 - 5 bull Visitor-initiated 01
[source iPerceptions] bull Pop-up invitations can harm conversion bull Visitor-initiated systems have lower response
rate bull Probably skew towards complaints
How to work with feedback surveys
Where and how to ask
timlb
What is the purpose of your visit today (Choices + ldquootherrdquo box)
Were you able to complete your task
Any other comments
How to work with feedback surveys
What to ask - mobile style
timlb
How to work with feedback surveys
Where and how to ask
After conversion For No risk to conversion Simple embedded form Can ask more questions Less skewed to complaints
learn what people like Surprise will include comments about previous
non-conversion visits High response
bull 15 - 35 start survey bull 5 - 10 include text comment
Against Only converters
timlb
How to work with feedback surveys
What to ask - post conversion
1 Net Promoter Question or Customer Effort Score 2 Were you able to do everything you wanted to do today 3 Any other comments (If yoursquore not storing email address with survey also ask for email address if a reply is needed)
Net Promoter or NPSreg Net Promoter Net Promoter Score and NPS are trademarks of Satmetrix Systems Inc Bain amp Company Inc and Fred Reichheld ldquoHow likely is it that you would recommend this site to a friend or colleaguerdquo Scale 0-10 where 0 is ldquovery unlikelyrdquo and 10 is ldquovery likelyrdquo 0-6 are lsquodetractorsrsquo 7-8 are lsquopassivesrsquo 9-10 are lsquopromotersrsquo Score = of lsquopromotersrsquo - of detractors Customer Effort Score ldquoHow much effort did you personally have to put forth to handle your requestrdquo Scale 1-5 where 1 is ldquovery low effortrdquo and 5 is ldquovery high effortrdquo
timlb
How to work with feedback surveys
The Key Process free text comments
No good just browsing comments MUST be systematic
lsquoTagrsquo according to theme Ideally tagging done by same person lsquoTaggerrsquo writes a regular report Report on trends Include lsquoverbatimrsquo sample comments for each
point in report Get comments from the contact centre too
timlb
Report in a consistent way Show trends Include relevant verbatim samples
How to work with feedback surveys
Beware confirmation bias
No process = opinion not data = no insights
timlb
Voice of Customer Not just about fixing bugs
Deeper Understanding peoplersquos language amp expectations Matt Lacey from PRWD in an Econsultancy blog on ab testing
ldquoIn one example we saw a lift of 4 in sales across the site for a large European retailer simply by changing the messages in the USP bar The key to this test was that the messages that won had come directly from the mouths of customers from user research prior to developing the hypotheses for the testrdquo httpbitlySuperweek2014USB
Product SuggestionsPeople will ask for new products they expected you to stock
Competitor IntelligencePeople will compare you to your rivals
timlb
How to work with feedback surveys
Integrate with GA
bull Many systems have features for sending data to GA
bull Custom dimensionsmetrics bull Events (Values in standard reports)
bull Warning never send Personally Identifiable Information to GA
Store anonymous survey-id for session-level analysishellip Bonus integrate with session recording
Suddenly data about people in GA
(purpose of visit)
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb
Go fishing like this
Photos wwwsimradcom
timlb cboostdk
Make connections
use clues from one source to drive investigations in another
and build insight
Triangulate if you can
Key Point The Tactic
timlb cboostdk
timlb
What else Usability Tests
Moderated Recruit real users Watch them yourself Ask questions
Un-moderated Panels
usertestingcom whatusersdocom
System only wwwopenhallwaycom
Photo webusabilitycouk
Photo tobiicom
userresearchbloggovuk wwwgovukservice-manualuser-researchers
timlb cboostdk
If you have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise
Large groups of people you would not expect Assumptions about users change Content of site needs to change
What else Customer Demographics
timlb
GA what do we know
Where people came from Disappearing data
Not provided Dark social (Direct)
Whatrsquos left Campaigns Sample referrers
What they did More and more data
Events Enhanced Ecommerce Custom data Data widening
Who they are Demographic clues
timlb
GA Make Campaigns Work Harder
Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent
Stage in conversion journey Kind of interest
Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good
Although technically easier to structure around visitors In reality has to be structured around ROI
timlb
GA Intent - Carmenrsquos Great Guide
Carmen Mardiros Superweek 2014 Visitor Intent Smart clues for understanding customer journeys
httpbitlySuperweekCarmenMardiros
timlb
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb
GA Segments and Micro-conversion
User segments Sequence segments
Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
httpbitlySuperweekCarmenMardiros
timlb
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
Thank you
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom httpwwwmayankhocom martijnvv prototype at Measurecamp London Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew httpgetsatalyticscom DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
Feedback Systems (just some of them)
timlb
What is the purpose of your visit today (Choices + ldquootherrdquo box)
Were you able to complete your task
Any other comments
How to work with feedback surveys
What to ask - mobile style
timlb
How to work with feedback surveys
Where and how to ask
After conversion For No risk to conversion Simple embedded form Can ask more questions Less skewed to complaints
learn what people like Surprise will include comments about previous
non-conversion visits High response
bull 15 - 35 start survey bull 5 - 10 include text comment
Against Only converters
timlb
How to work with feedback surveys
What to ask - post conversion
1 Net Promoter Question or Customer Effort Score 2 Were you able to do everything you wanted to do today 3 Any other comments (If yoursquore not storing email address with survey also ask for email address if a reply is needed)
Net Promoter or NPSreg Net Promoter Net Promoter Score and NPS are trademarks of Satmetrix Systems Inc Bain amp Company Inc and Fred Reichheld ldquoHow likely is it that you would recommend this site to a friend or colleaguerdquo Scale 0-10 where 0 is ldquovery unlikelyrdquo and 10 is ldquovery likelyrdquo 0-6 are lsquodetractorsrsquo 7-8 are lsquopassivesrsquo 9-10 are lsquopromotersrsquo Score = of lsquopromotersrsquo - of detractors Customer Effort Score ldquoHow much effort did you personally have to put forth to handle your requestrdquo Scale 1-5 where 1 is ldquovery low effortrdquo and 5 is ldquovery high effortrdquo
timlb
How to work with feedback surveys
The Key Process free text comments
No good just browsing comments MUST be systematic
lsquoTagrsquo according to theme Ideally tagging done by same person lsquoTaggerrsquo writes a regular report Report on trends Include lsquoverbatimrsquo sample comments for each
point in report Get comments from the contact centre too
timlb
Report in a consistent way Show trends Include relevant verbatim samples
How to work with feedback surveys
Beware confirmation bias
No process = opinion not data = no insights
timlb
Voice of Customer Not just about fixing bugs
Deeper Understanding peoplersquos language amp expectations Matt Lacey from PRWD in an Econsultancy blog on ab testing
ldquoIn one example we saw a lift of 4 in sales across the site for a large European retailer simply by changing the messages in the USP bar The key to this test was that the messages that won had come directly from the mouths of customers from user research prior to developing the hypotheses for the testrdquo httpbitlySuperweek2014USB
Product SuggestionsPeople will ask for new products they expected you to stock
Competitor IntelligencePeople will compare you to your rivals
timlb
How to work with feedback surveys
Integrate with GA
bull Many systems have features for sending data to GA
bull Custom dimensionsmetrics bull Events (Values in standard reports)
bull Warning never send Personally Identifiable Information to GA
Store anonymous survey-id for session-level analysishellip Bonus integrate with session recording
Suddenly data about people in GA
(purpose of visit)
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb
Go fishing like this
Photos wwwsimradcom
timlb cboostdk
Make connections
use clues from one source to drive investigations in another
and build insight
Triangulate if you can
Key Point The Tactic
timlb cboostdk
timlb
What else Usability Tests
Moderated Recruit real users Watch them yourself Ask questions
Un-moderated Panels
usertestingcom whatusersdocom
System only wwwopenhallwaycom
Photo webusabilitycouk
Photo tobiicom
userresearchbloggovuk wwwgovukservice-manualuser-researchers
timlb cboostdk
If you have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise
Large groups of people you would not expect Assumptions about users change Content of site needs to change
What else Customer Demographics
timlb
GA what do we know
Where people came from Disappearing data
Not provided Dark social (Direct)
Whatrsquos left Campaigns Sample referrers
What they did More and more data
Events Enhanced Ecommerce Custom data Data widening
Who they are Demographic clues
timlb
GA Make Campaigns Work Harder
Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent
Stage in conversion journey Kind of interest
Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good
Although technically easier to structure around visitors In reality has to be structured around ROI
timlb
GA Intent - Carmenrsquos Great Guide
Carmen Mardiros Superweek 2014 Visitor Intent Smart clues for understanding customer journeys
httpbitlySuperweekCarmenMardiros
timlb
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb
GA Segments and Micro-conversion
User segments Sequence segments
Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
httpbitlySuperweekCarmenMardiros
timlb
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
Thank you
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom httpwwwmayankhocom martijnvv prototype at Measurecamp London Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew httpgetsatalyticscom DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
Feedback Systems (just some of them)
timlb
How to work with feedback surveys
Where and how to ask
After conversion For No risk to conversion Simple embedded form Can ask more questions Less skewed to complaints
learn what people like Surprise will include comments about previous
non-conversion visits High response
bull 15 - 35 start survey bull 5 - 10 include text comment
Against Only converters
timlb
How to work with feedback surveys
What to ask - post conversion
1 Net Promoter Question or Customer Effort Score 2 Were you able to do everything you wanted to do today 3 Any other comments (If yoursquore not storing email address with survey also ask for email address if a reply is needed)
Net Promoter or NPSreg Net Promoter Net Promoter Score and NPS are trademarks of Satmetrix Systems Inc Bain amp Company Inc and Fred Reichheld ldquoHow likely is it that you would recommend this site to a friend or colleaguerdquo Scale 0-10 where 0 is ldquovery unlikelyrdquo and 10 is ldquovery likelyrdquo 0-6 are lsquodetractorsrsquo 7-8 are lsquopassivesrsquo 9-10 are lsquopromotersrsquo Score = of lsquopromotersrsquo - of detractors Customer Effort Score ldquoHow much effort did you personally have to put forth to handle your requestrdquo Scale 1-5 where 1 is ldquovery low effortrdquo and 5 is ldquovery high effortrdquo
timlb
How to work with feedback surveys
The Key Process free text comments
No good just browsing comments MUST be systematic
lsquoTagrsquo according to theme Ideally tagging done by same person lsquoTaggerrsquo writes a regular report Report on trends Include lsquoverbatimrsquo sample comments for each
point in report Get comments from the contact centre too
timlb
Report in a consistent way Show trends Include relevant verbatim samples
How to work with feedback surveys
Beware confirmation bias
No process = opinion not data = no insights
timlb
Voice of Customer Not just about fixing bugs
Deeper Understanding peoplersquos language amp expectations Matt Lacey from PRWD in an Econsultancy blog on ab testing
ldquoIn one example we saw a lift of 4 in sales across the site for a large European retailer simply by changing the messages in the USP bar The key to this test was that the messages that won had come directly from the mouths of customers from user research prior to developing the hypotheses for the testrdquo httpbitlySuperweek2014USB
Product SuggestionsPeople will ask for new products they expected you to stock
Competitor IntelligencePeople will compare you to your rivals
timlb
How to work with feedback surveys
Integrate with GA
bull Many systems have features for sending data to GA
bull Custom dimensionsmetrics bull Events (Values in standard reports)
bull Warning never send Personally Identifiable Information to GA
Store anonymous survey-id for session-level analysishellip Bonus integrate with session recording
Suddenly data about people in GA
(purpose of visit)
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb
Go fishing like this
Photos wwwsimradcom
timlb cboostdk
Make connections
use clues from one source to drive investigations in another
and build insight
Triangulate if you can
Key Point The Tactic
timlb cboostdk
timlb
What else Usability Tests
Moderated Recruit real users Watch them yourself Ask questions
Un-moderated Panels
usertestingcom whatusersdocom
System only wwwopenhallwaycom
Photo webusabilitycouk
Photo tobiicom
userresearchbloggovuk wwwgovukservice-manualuser-researchers
timlb cboostdk
If you have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise
Large groups of people you would not expect Assumptions about users change Content of site needs to change
What else Customer Demographics
timlb
GA what do we know
Where people came from Disappearing data
Not provided Dark social (Direct)
Whatrsquos left Campaigns Sample referrers
What they did More and more data
Events Enhanced Ecommerce Custom data Data widening
Who they are Demographic clues
timlb
GA Make Campaigns Work Harder
Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent
Stage in conversion journey Kind of interest
Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good
Although technically easier to structure around visitors In reality has to be structured around ROI
timlb
GA Intent - Carmenrsquos Great Guide
Carmen Mardiros Superweek 2014 Visitor Intent Smart clues for understanding customer journeys
httpbitlySuperweekCarmenMardiros
timlb
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb
GA Segments and Micro-conversion
User segments Sequence segments
Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
httpbitlySuperweekCarmenMardiros
timlb
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
Thank you
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom httpwwwmayankhocom martijnvv prototype at Measurecamp London Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew httpgetsatalyticscom DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
Feedback Systems (just some of them)
timlb
How to work with feedback surveys
What to ask - post conversion
1 Net Promoter Question or Customer Effort Score 2 Were you able to do everything you wanted to do today 3 Any other comments (If yoursquore not storing email address with survey also ask for email address if a reply is needed)
Net Promoter or NPSreg Net Promoter Net Promoter Score and NPS are trademarks of Satmetrix Systems Inc Bain amp Company Inc and Fred Reichheld ldquoHow likely is it that you would recommend this site to a friend or colleaguerdquo Scale 0-10 where 0 is ldquovery unlikelyrdquo and 10 is ldquovery likelyrdquo 0-6 are lsquodetractorsrsquo 7-8 are lsquopassivesrsquo 9-10 are lsquopromotersrsquo Score = of lsquopromotersrsquo - of detractors Customer Effort Score ldquoHow much effort did you personally have to put forth to handle your requestrdquo Scale 1-5 where 1 is ldquovery low effortrdquo and 5 is ldquovery high effortrdquo
timlb
How to work with feedback surveys
The Key Process free text comments
No good just browsing comments MUST be systematic
lsquoTagrsquo according to theme Ideally tagging done by same person lsquoTaggerrsquo writes a regular report Report on trends Include lsquoverbatimrsquo sample comments for each
point in report Get comments from the contact centre too
timlb
Report in a consistent way Show trends Include relevant verbatim samples
How to work with feedback surveys
Beware confirmation bias
No process = opinion not data = no insights
timlb
Voice of Customer Not just about fixing bugs
Deeper Understanding peoplersquos language amp expectations Matt Lacey from PRWD in an Econsultancy blog on ab testing
ldquoIn one example we saw a lift of 4 in sales across the site for a large European retailer simply by changing the messages in the USP bar The key to this test was that the messages that won had come directly from the mouths of customers from user research prior to developing the hypotheses for the testrdquo httpbitlySuperweek2014USB
Product SuggestionsPeople will ask for new products they expected you to stock
Competitor IntelligencePeople will compare you to your rivals
timlb
How to work with feedback surveys
Integrate with GA
bull Many systems have features for sending data to GA
bull Custom dimensionsmetrics bull Events (Values in standard reports)
bull Warning never send Personally Identifiable Information to GA
Store anonymous survey-id for session-level analysishellip Bonus integrate with session recording
Suddenly data about people in GA
(purpose of visit)
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb
Go fishing like this
Photos wwwsimradcom
timlb cboostdk
Make connections
use clues from one source to drive investigations in another
and build insight
Triangulate if you can
Key Point The Tactic
timlb cboostdk
timlb
What else Usability Tests
Moderated Recruit real users Watch them yourself Ask questions
Un-moderated Panels
usertestingcom whatusersdocom
System only wwwopenhallwaycom
Photo webusabilitycouk
Photo tobiicom
userresearchbloggovuk wwwgovukservice-manualuser-researchers
timlb cboostdk
If you have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise
Large groups of people you would not expect Assumptions about users change Content of site needs to change
What else Customer Demographics
timlb
GA what do we know
Where people came from Disappearing data
Not provided Dark social (Direct)
Whatrsquos left Campaigns Sample referrers
What they did More and more data
Events Enhanced Ecommerce Custom data Data widening
Who they are Demographic clues
timlb
GA Make Campaigns Work Harder
Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent
Stage in conversion journey Kind of interest
Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good
Although technically easier to structure around visitors In reality has to be structured around ROI
timlb
GA Intent - Carmenrsquos Great Guide
Carmen Mardiros Superweek 2014 Visitor Intent Smart clues for understanding customer journeys
httpbitlySuperweekCarmenMardiros
timlb
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb
GA Segments and Micro-conversion
User segments Sequence segments
Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
httpbitlySuperweekCarmenMardiros
timlb
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
Thank you
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom httpwwwmayankhocom martijnvv prototype at Measurecamp London Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew httpgetsatalyticscom DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
Feedback Systems (just some of them)
timlb
How to work with feedback surveys
The Key Process free text comments
No good just browsing comments MUST be systematic
lsquoTagrsquo according to theme Ideally tagging done by same person lsquoTaggerrsquo writes a regular report Report on trends Include lsquoverbatimrsquo sample comments for each
point in report Get comments from the contact centre too
timlb
Report in a consistent way Show trends Include relevant verbatim samples
How to work with feedback surveys
Beware confirmation bias
No process = opinion not data = no insights
timlb
Voice of Customer Not just about fixing bugs
Deeper Understanding peoplersquos language amp expectations Matt Lacey from PRWD in an Econsultancy blog on ab testing
ldquoIn one example we saw a lift of 4 in sales across the site for a large European retailer simply by changing the messages in the USP bar The key to this test was that the messages that won had come directly from the mouths of customers from user research prior to developing the hypotheses for the testrdquo httpbitlySuperweek2014USB
Product SuggestionsPeople will ask for new products they expected you to stock
Competitor IntelligencePeople will compare you to your rivals
timlb
How to work with feedback surveys
Integrate with GA
bull Many systems have features for sending data to GA
bull Custom dimensionsmetrics bull Events (Values in standard reports)
bull Warning never send Personally Identifiable Information to GA
Store anonymous survey-id for session-level analysishellip Bonus integrate with session recording
Suddenly data about people in GA
(purpose of visit)
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb
Go fishing like this
Photos wwwsimradcom
timlb cboostdk
Make connections
use clues from one source to drive investigations in another
and build insight
Triangulate if you can
Key Point The Tactic
timlb cboostdk
timlb
What else Usability Tests
Moderated Recruit real users Watch them yourself Ask questions
Un-moderated Panels
usertestingcom whatusersdocom
System only wwwopenhallwaycom
Photo webusabilitycouk
Photo tobiicom
userresearchbloggovuk wwwgovukservice-manualuser-researchers
timlb cboostdk
If you have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise
Large groups of people you would not expect Assumptions about users change Content of site needs to change
What else Customer Demographics
timlb
GA what do we know
Where people came from Disappearing data
Not provided Dark social (Direct)
Whatrsquos left Campaigns Sample referrers
What they did More and more data
Events Enhanced Ecommerce Custom data Data widening
Who they are Demographic clues
timlb
GA Make Campaigns Work Harder
Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent
Stage in conversion journey Kind of interest
Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good
Although technically easier to structure around visitors In reality has to be structured around ROI
timlb
GA Intent - Carmenrsquos Great Guide
Carmen Mardiros Superweek 2014 Visitor Intent Smart clues for understanding customer journeys
httpbitlySuperweekCarmenMardiros
timlb
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb
GA Segments and Micro-conversion
User segments Sequence segments
Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
httpbitlySuperweekCarmenMardiros
timlb
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
Thank you
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom httpwwwmayankhocom martijnvv prototype at Measurecamp London Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew httpgetsatalyticscom DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
Feedback Systems (just some of them)
timlb
Report in a consistent way Show trends Include relevant verbatim samples
How to work with feedback surveys
Beware confirmation bias
No process = opinion not data = no insights
timlb
Voice of Customer Not just about fixing bugs
Deeper Understanding peoplersquos language amp expectations Matt Lacey from PRWD in an Econsultancy blog on ab testing
ldquoIn one example we saw a lift of 4 in sales across the site for a large European retailer simply by changing the messages in the USP bar The key to this test was that the messages that won had come directly from the mouths of customers from user research prior to developing the hypotheses for the testrdquo httpbitlySuperweek2014USB
Product SuggestionsPeople will ask for new products they expected you to stock
Competitor IntelligencePeople will compare you to your rivals
timlb
How to work with feedback surveys
Integrate with GA
bull Many systems have features for sending data to GA
bull Custom dimensionsmetrics bull Events (Values in standard reports)
bull Warning never send Personally Identifiable Information to GA
Store anonymous survey-id for session-level analysishellip Bonus integrate with session recording
Suddenly data about people in GA
(purpose of visit)
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb
Go fishing like this
Photos wwwsimradcom
timlb cboostdk
Make connections
use clues from one source to drive investigations in another
and build insight
Triangulate if you can
Key Point The Tactic
timlb cboostdk
timlb
What else Usability Tests
Moderated Recruit real users Watch them yourself Ask questions
Un-moderated Panels
usertestingcom whatusersdocom
System only wwwopenhallwaycom
Photo webusabilitycouk
Photo tobiicom
userresearchbloggovuk wwwgovukservice-manualuser-researchers
timlb cboostdk
If you have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise
Large groups of people you would not expect Assumptions about users change Content of site needs to change
What else Customer Demographics
timlb
GA what do we know
Where people came from Disappearing data
Not provided Dark social (Direct)
Whatrsquos left Campaigns Sample referrers
What they did More and more data
Events Enhanced Ecommerce Custom data Data widening
Who they are Demographic clues
timlb
GA Make Campaigns Work Harder
Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent
Stage in conversion journey Kind of interest
Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good
Although technically easier to structure around visitors In reality has to be structured around ROI
timlb
GA Intent - Carmenrsquos Great Guide
Carmen Mardiros Superweek 2014 Visitor Intent Smart clues for understanding customer journeys
httpbitlySuperweekCarmenMardiros
timlb
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb
GA Segments and Micro-conversion
User segments Sequence segments
Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
httpbitlySuperweekCarmenMardiros
timlb
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
Thank you
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom httpwwwmayankhocom martijnvv prototype at Measurecamp London Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew httpgetsatalyticscom DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
Feedback Systems (just some of them)
timlb
Voice of Customer Not just about fixing bugs
Deeper Understanding peoplersquos language amp expectations Matt Lacey from PRWD in an Econsultancy blog on ab testing
ldquoIn one example we saw a lift of 4 in sales across the site for a large European retailer simply by changing the messages in the USP bar The key to this test was that the messages that won had come directly from the mouths of customers from user research prior to developing the hypotheses for the testrdquo httpbitlySuperweek2014USB
Product SuggestionsPeople will ask for new products they expected you to stock
Competitor IntelligencePeople will compare you to your rivals
timlb
How to work with feedback surveys
Integrate with GA
bull Many systems have features for sending data to GA
bull Custom dimensionsmetrics bull Events (Values in standard reports)
bull Warning never send Personally Identifiable Information to GA
Store anonymous survey-id for session-level analysishellip Bonus integrate with session recording
Suddenly data about people in GA
(purpose of visit)
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb
Go fishing like this
Photos wwwsimradcom
timlb cboostdk
Make connections
use clues from one source to drive investigations in another
and build insight
Triangulate if you can
Key Point The Tactic
timlb cboostdk
timlb
What else Usability Tests
Moderated Recruit real users Watch them yourself Ask questions
Un-moderated Panels
usertestingcom whatusersdocom
System only wwwopenhallwaycom
Photo webusabilitycouk
Photo tobiicom
userresearchbloggovuk wwwgovukservice-manualuser-researchers
timlb cboostdk
If you have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise
Large groups of people you would not expect Assumptions about users change Content of site needs to change
What else Customer Demographics
timlb
GA what do we know
Where people came from Disappearing data
Not provided Dark social (Direct)
Whatrsquos left Campaigns Sample referrers
What they did More and more data
Events Enhanced Ecommerce Custom data Data widening
Who they are Demographic clues
timlb
GA Make Campaigns Work Harder
Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent
Stage in conversion journey Kind of interest
Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good
Although technically easier to structure around visitors In reality has to be structured around ROI
timlb
GA Intent - Carmenrsquos Great Guide
Carmen Mardiros Superweek 2014 Visitor Intent Smart clues for understanding customer journeys
httpbitlySuperweekCarmenMardiros
timlb
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb
GA Segments and Micro-conversion
User segments Sequence segments
Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
httpbitlySuperweekCarmenMardiros
timlb
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
Thank you
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom httpwwwmayankhocom martijnvv prototype at Measurecamp London Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew httpgetsatalyticscom DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
Feedback Systems (just some of them)
timlb
How to work with feedback surveys
Integrate with GA
bull Many systems have features for sending data to GA
bull Custom dimensionsmetrics bull Events (Values in standard reports)
bull Warning never send Personally Identifiable Information to GA
Store anonymous survey-id for session-level analysishellip Bonus integrate with session recording
Suddenly data about people in GA
(purpose of visit)
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb
Go fishing like this
Photos wwwsimradcom
timlb cboostdk
Make connections
use clues from one source to drive investigations in another
and build insight
Triangulate if you can
Key Point The Tactic
timlb cboostdk
timlb
What else Usability Tests
Moderated Recruit real users Watch them yourself Ask questions
Un-moderated Panels
usertestingcom whatusersdocom
System only wwwopenhallwaycom
Photo webusabilitycouk
Photo tobiicom
userresearchbloggovuk wwwgovukservice-manualuser-researchers
timlb cboostdk
If you have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise
Large groups of people you would not expect Assumptions about users change Content of site needs to change
What else Customer Demographics
timlb
GA what do we know
Where people came from Disappearing data
Not provided Dark social (Direct)
Whatrsquos left Campaigns Sample referrers
What they did More and more data
Events Enhanced Ecommerce Custom data Data widening
Who they are Demographic clues
timlb
GA Make Campaigns Work Harder
Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent
Stage in conversion journey Kind of interest
Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good
Although technically easier to structure around visitors In reality has to be structured around ROI
timlb
GA Intent - Carmenrsquos Great Guide
Carmen Mardiros Superweek 2014 Visitor Intent Smart clues for understanding customer journeys
httpbitlySuperweekCarmenMardiros
timlb
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb
GA Segments and Micro-conversion
User segments Sequence segments
Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
httpbitlySuperweekCarmenMardiros
timlb
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
Thank you
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom httpwwwmayankhocom martijnvv prototype at Measurecamp London Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew httpgetsatalyticscom DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
Feedback Systems (just some of them)
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb
Go fishing like this
Photos wwwsimradcom
timlb cboostdk
Make connections
use clues from one source to drive investigations in another
and build insight
Triangulate if you can
Key Point The Tactic
timlb cboostdk
timlb
What else Usability Tests
Moderated Recruit real users Watch them yourself Ask questions
Un-moderated Panels
usertestingcom whatusersdocom
System only wwwopenhallwaycom
Photo webusabilitycouk
Photo tobiicom
userresearchbloggovuk wwwgovukservice-manualuser-researchers
timlb cboostdk
If you have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise
Large groups of people you would not expect Assumptions about users change Content of site needs to change
What else Customer Demographics
timlb
GA what do we know
Where people came from Disappearing data
Not provided Dark social (Direct)
Whatrsquos left Campaigns Sample referrers
What they did More and more data
Events Enhanced Ecommerce Custom data Data widening
Who they are Demographic clues
timlb
GA Make Campaigns Work Harder
Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent
Stage in conversion journey Kind of interest
Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good
Although technically easier to structure around visitors In reality has to be structured around ROI
timlb
GA Intent - Carmenrsquos Great Guide
Carmen Mardiros Superweek 2014 Visitor Intent Smart clues for understanding customer journeys
httpbitlySuperweekCarmenMardiros
timlb
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb
GA Segments and Micro-conversion
User segments Sequence segments
Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
httpbitlySuperweekCarmenMardiros
timlb
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
Thank you
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom httpwwwmayankhocom martijnvv prototype at Measurecamp London Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew httpgetsatalyticscom DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
Feedback Systems (just some of them)
timlb
Session Recording
Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report
wwwsessioncamcom
timlb
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb
Go fishing like this
Photos wwwsimradcom
timlb cboostdk
Make connections
use clues from one source to drive investigations in another
and build insight
Triangulate if you can
Key Point The Tactic
timlb cboostdk
timlb
What else Usability Tests
Moderated Recruit real users Watch them yourself Ask questions
Un-moderated Panels
usertestingcom whatusersdocom
System only wwwopenhallwaycom
Photo webusabilitycouk
Photo tobiicom
userresearchbloggovuk wwwgovukservice-manualuser-researchers
timlb cboostdk
If you have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise
Large groups of people you would not expect Assumptions about users change Content of site needs to change
What else Customer Demographics
timlb
GA what do we know
Where people came from Disappearing data
Not provided Dark social (Direct)
Whatrsquos left Campaigns Sample referrers
What they did More and more data
Events Enhanced Ecommerce Custom data Data widening
Who they are Demographic clues
timlb
GA Make Campaigns Work Harder
Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent
Stage in conversion journey Kind of interest
Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good
Although technically easier to structure around visitors In reality has to be structured around ROI
timlb
GA Intent - Carmenrsquos Great Guide
Carmen Mardiros Superweek 2014 Visitor Intent Smart clues for understanding customer journeys
httpbitlySuperweekCarmenMardiros
timlb
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb
GA Segments and Micro-conversion
User segments Sequence segments
Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
httpbitlySuperweekCarmenMardiros
timlb
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
Thank you
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom httpwwwmayankhocom martijnvv prototype at Measurecamp London Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew httpgetsatalyticscom DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
Feedback Systems (just some of them)
timlb
Scroll maps mouse and click maps
Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd
Top wwwclicktalecom Bottom wwwsessioncamcom
timlb
Go fishing like this
Photos wwwsimradcom
timlb cboostdk
Make connections
use clues from one source to drive investigations in another
and build insight
Triangulate if you can
Key Point The Tactic
timlb cboostdk
timlb
What else Usability Tests
Moderated Recruit real users Watch them yourself Ask questions
Un-moderated Panels
usertestingcom whatusersdocom
System only wwwopenhallwaycom
Photo webusabilitycouk
Photo tobiicom
userresearchbloggovuk wwwgovukservice-manualuser-researchers
timlb cboostdk
If you have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise
Large groups of people you would not expect Assumptions about users change Content of site needs to change
What else Customer Demographics
timlb
GA what do we know
Where people came from Disappearing data
Not provided Dark social (Direct)
Whatrsquos left Campaigns Sample referrers
What they did More and more data
Events Enhanced Ecommerce Custom data Data widening
Who they are Demographic clues
timlb
GA Make Campaigns Work Harder
Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent
Stage in conversion journey Kind of interest
Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good
Although technically easier to structure around visitors In reality has to be structured around ROI
timlb
GA Intent - Carmenrsquos Great Guide
Carmen Mardiros Superweek 2014 Visitor Intent Smart clues for understanding customer journeys
httpbitlySuperweekCarmenMardiros
timlb
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb
GA Segments and Micro-conversion
User segments Sequence segments
Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
httpbitlySuperweekCarmenMardiros
timlb
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
Thank you
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom httpwwwmayankhocom martijnvv prototype at Measurecamp London Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew httpgetsatalyticscom DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
Feedback Systems (just some of them)
timlb
Go fishing like this
Photos wwwsimradcom
timlb cboostdk
Make connections
use clues from one source to drive investigations in another
and build insight
Triangulate if you can
Key Point The Tactic
timlb cboostdk
timlb
What else Usability Tests
Moderated Recruit real users Watch them yourself Ask questions
Un-moderated Panels
usertestingcom whatusersdocom
System only wwwopenhallwaycom
Photo webusabilitycouk
Photo tobiicom
userresearchbloggovuk wwwgovukservice-manualuser-researchers
timlb cboostdk
If you have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise
Large groups of people you would not expect Assumptions about users change Content of site needs to change
What else Customer Demographics
timlb
GA what do we know
Where people came from Disappearing data
Not provided Dark social (Direct)
Whatrsquos left Campaigns Sample referrers
What they did More and more data
Events Enhanced Ecommerce Custom data Data widening
Who they are Demographic clues
timlb
GA Make Campaigns Work Harder
Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent
Stage in conversion journey Kind of interest
Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good
Although technically easier to structure around visitors In reality has to be structured around ROI
timlb
GA Intent - Carmenrsquos Great Guide
Carmen Mardiros Superweek 2014 Visitor Intent Smart clues for understanding customer journeys
httpbitlySuperweekCarmenMardiros
timlb
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb
GA Segments and Micro-conversion
User segments Sequence segments
Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
httpbitlySuperweekCarmenMardiros
timlb
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
Thank you
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom httpwwwmayankhocom martijnvv prototype at Measurecamp London Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew httpgetsatalyticscom DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
Feedback Systems (just some of them)
timlb cboostdk
Make connections
use clues from one source to drive investigations in another
and build insight
Triangulate if you can
Key Point The Tactic
timlb cboostdk
timlb
What else Usability Tests
Moderated Recruit real users Watch them yourself Ask questions
Un-moderated Panels
usertestingcom whatusersdocom
System only wwwopenhallwaycom
Photo webusabilitycouk
Photo tobiicom
userresearchbloggovuk wwwgovukservice-manualuser-researchers
timlb cboostdk
If you have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise
Large groups of people you would not expect Assumptions about users change Content of site needs to change
What else Customer Demographics
timlb
GA what do we know
Where people came from Disappearing data
Not provided Dark social (Direct)
Whatrsquos left Campaigns Sample referrers
What they did More and more data
Events Enhanced Ecommerce Custom data Data widening
Who they are Demographic clues
timlb
GA Make Campaigns Work Harder
Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent
Stage in conversion journey Kind of interest
Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good
Although technically easier to structure around visitors In reality has to be structured around ROI
timlb
GA Intent - Carmenrsquos Great Guide
Carmen Mardiros Superweek 2014 Visitor Intent Smart clues for understanding customer journeys
httpbitlySuperweekCarmenMardiros
timlb
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb
GA Segments and Micro-conversion
User segments Sequence segments
Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
httpbitlySuperweekCarmenMardiros
timlb
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
Thank you
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom httpwwwmayankhocom martijnvv prototype at Measurecamp London Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew httpgetsatalyticscom DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
Feedback Systems (just some of them)
timlb cboostdk
timlb
What else Usability Tests
Moderated Recruit real users Watch them yourself Ask questions
Un-moderated Panels
usertestingcom whatusersdocom
System only wwwopenhallwaycom
Photo webusabilitycouk
Photo tobiicom
userresearchbloggovuk wwwgovukservice-manualuser-researchers
timlb cboostdk
If you have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise
Large groups of people you would not expect Assumptions about users change Content of site needs to change
What else Customer Demographics
timlb
GA what do we know
Where people came from Disappearing data
Not provided Dark social (Direct)
Whatrsquos left Campaigns Sample referrers
What they did More and more data
Events Enhanced Ecommerce Custom data Data widening
Who they are Demographic clues
timlb
GA Make Campaigns Work Harder
Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent
Stage in conversion journey Kind of interest
Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good
Although technically easier to structure around visitors In reality has to be structured around ROI
timlb
GA Intent - Carmenrsquos Great Guide
Carmen Mardiros Superweek 2014 Visitor Intent Smart clues for understanding customer journeys
httpbitlySuperweekCarmenMardiros
timlb
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb
GA Segments and Micro-conversion
User segments Sequence segments
Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
httpbitlySuperweekCarmenMardiros
timlb
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
Thank you
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom httpwwwmayankhocom martijnvv prototype at Measurecamp London Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew httpgetsatalyticscom DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
Feedback Systems (just some of them)
timlb
What else Usability Tests
Moderated Recruit real users Watch them yourself Ask questions
Un-moderated Panels
usertestingcom whatusersdocom
System only wwwopenhallwaycom
Photo webusabilitycouk
Photo tobiicom
userresearchbloggovuk wwwgovukservice-manualuser-researchers
timlb cboostdk
If you have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise
Large groups of people you would not expect Assumptions about users change Content of site needs to change
What else Customer Demographics
timlb
GA what do we know
Where people came from Disappearing data
Not provided Dark social (Direct)
Whatrsquos left Campaigns Sample referrers
What they did More and more data
Events Enhanced Ecommerce Custom data Data widening
Who they are Demographic clues
timlb
GA Make Campaigns Work Harder
Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent
Stage in conversion journey Kind of interest
Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good
Although technically easier to structure around visitors In reality has to be structured around ROI
timlb
GA Intent - Carmenrsquos Great Guide
Carmen Mardiros Superweek 2014 Visitor Intent Smart clues for understanding customer journeys
httpbitlySuperweekCarmenMardiros
timlb
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb
GA Segments and Micro-conversion
User segments Sequence segments
Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
httpbitlySuperweekCarmenMardiros
timlb
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
Thank you
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom httpwwwmayankhocom martijnvv prototype at Measurecamp London Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew httpgetsatalyticscom DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
Feedback Systems (just some of them)
timlb cboostdk
If you have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise
Large groups of people you would not expect Assumptions about users change Content of site needs to change
What else Customer Demographics
timlb
GA what do we know
Where people came from Disappearing data
Not provided Dark social (Direct)
Whatrsquos left Campaigns Sample referrers
What they did More and more data
Events Enhanced Ecommerce Custom data Data widening
Who they are Demographic clues
timlb
GA Make Campaigns Work Harder
Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent
Stage in conversion journey Kind of interest
Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good
Although technically easier to structure around visitors In reality has to be structured around ROI
timlb
GA Intent - Carmenrsquos Great Guide
Carmen Mardiros Superweek 2014 Visitor Intent Smart clues for understanding customer journeys
httpbitlySuperweekCarmenMardiros
timlb
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb
GA Segments and Micro-conversion
User segments Sequence segments
Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
httpbitlySuperweekCarmenMardiros
timlb
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
Thank you
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom httpwwwmayankhocom martijnvv prototype at Measurecamp London Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew httpgetsatalyticscom DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
Feedback Systems (just some of them)
timlb
GA what do we know
Where people came from Disappearing data
Not provided Dark social (Direct)
Whatrsquos left Campaigns Sample referrers
What they did More and more data
Events Enhanced Ecommerce Custom data Data widening
Who they are Demographic clues
timlb
GA Make Campaigns Work Harder
Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent
Stage in conversion journey Kind of interest
Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good
Although technically easier to structure around visitors In reality has to be structured around ROI
timlb
GA Intent - Carmenrsquos Great Guide
Carmen Mardiros Superweek 2014 Visitor Intent Smart clues for understanding customer journeys
httpbitlySuperweekCarmenMardiros
timlb
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb
GA Segments and Micro-conversion
User segments Sequence segments
Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
httpbitlySuperweekCarmenMardiros
timlb
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
Thank you
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom httpwwwmayankhocom martijnvv prototype at Measurecamp London Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew httpgetsatalyticscom DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
Feedback Systems (just some of them)
timlb
GA Make Campaigns Work Harder
Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent
Stage in conversion journey Kind of interest
Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good
Although technically easier to structure around visitors In reality has to be structured around ROI
timlb
GA Intent - Carmenrsquos Great Guide
Carmen Mardiros Superweek 2014 Visitor Intent Smart clues for understanding customer journeys
httpbitlySuperweekCarmenMardiros
timlb
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb
GA Segments and Micro-conversion
User segments Sequence segments
Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
httpbitlySuperweekCarmenMardiros
timlb
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
Thank you
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom httpwwwmayankhocom martijnvv prototype at Measurecamp London Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew httpgetsatalyticscom DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
Feedback Systems (just some of them)
timlb
GA Intent - Carmenrsquos Great Guide
Carmen Mardiros Superweek 2014 Visitor Intent Smart clues for understanding customer journeys
httpbitlySuperweekCarmenMardiros
timlb
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb
GA Segments and Micro-conversion
User segments Sequence segments
Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
httpbitlySuperweekCarmenMardiros
timlb
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
Thank you
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom httpwwwmayankhocom martijnvv prototype at Measurecamp London Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew httpgetsatalyticscom DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
Feedback Systems (just some of them)
timlb
GA Behaviour - what people did
(Flow reports) (Navigation summary) Content Grouping
Site search Landing pages Second page viewed
timlb
GA Segments and Micro-conversion
User segments Sequence segments
Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
httpbitlySuperweekCarmenMardiros
timlb
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
Thank you
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom httpwwwmayankhocom martijnvv prototype at Measurecamp London Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew httpgetsatalyticscom DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
Feedback Systems (just some of them)
timlb
GA Segments and Micro-conversion
User segments Sequence segments
Micro-conversion goals
Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas
httpbitlySuperweekCarmenMardiros
timlb
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
Thank you
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom httpwwwmayankhocom martijnvv prototype at Measurecamp London Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew httpgetsatalyticscom DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
Feedback Systems (just some of them)
timlb
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
Thank you
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom httpwwwmayankhocom martijnvv prototype at Measurecamp London Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew httpgetsatalyticscom DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
Feedback Systems (just some of them)
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
Thank you
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom httpwwwmayankhocom martijnvv prototype at Measurecamp London Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew httpgetsatalyticscom DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
Feedback Systems (just some of them)
timlb
View of the Internet from my site
Rest of the Internet Facebook Google
Products
Checkout Home Page
httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue
Mobile
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
Thank you
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom httpwwwmayankhocom martijnvv prototype at Measurecamp London Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew httpgetsatalyticscom DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
Feedback Systems (just some of them)
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
Thank you
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom httpwwwmayankhocom martijnvv prototype at Measurecamp London Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew httpgetsatalyticscom DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
Feedback Systems (just some of them)
timlb
If you can do only one thinghellip
Adopt the strategy think about people
Then start with one tactic Ask people - Put a feedback survey on your site
Final Key Point Just one thing
Your Agenda
Visitor Agenda
timlb
Thank you
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom httpwwwmayankhocom martijnvv prototype at Measurecamp London Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew httpgetsatalyticscom DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
Feedback Systems (just some of them)
timlb
Thank you
Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom httpwwwmayankhocom martijnvv prototype at Measurecamp London Enterprise level wwwiperceptionscom wwwservicetickcom
Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew httpgetsatalyticscom DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom
Feedback Systems (just some of them)