Cross Channel TestingInsights, tips, the future

Craig SullivanGroup CX ManagerBelron®

@OptimiseOrDie

Group CX Manager for Belron® (Autoglass)I get to do it with crowds

Naked self promotion

• Contact deflection and online self service

• Site search analytics

• Site, Page and Campaign optimisation

• Test design and execution

• A long usable site portfolio

• ROI on UX improvements

• Over 18 years of boring meetings

• Conversion Rate Optimisation

• A/B and Multi-variate testing

• Cross channel optimisation

• User Centered Design

• Usability testing

• Customer Research & Insight

• Web Analytics

• Browser and email compatibility

@OptimiseOrDie

Outline• What is optimisation?• Belron® Testing Culture• The multiscreen and channel world• Designing for multi channel• Call centre optimisation• Call and channel tracking• Case study : Chat ROI• Resources

What’s optimisation?

@OptimiseOrDie

A set of techniques, implemented in order to influence customer behaviour towards these outcomes:• Increased revenue or profit• Increasing NPS (Customer Sat) scores • Lower cost for business or contact centres• Increasing productivity or labour flexibility• Simply delighting customers

We may fail with 90% of what we try. The 10% of winners let us shift behaviour hugely and measurably.

Belron® Testing Culture

@OptimiseOrDie

If you go to the men's washrooms at the Schiphol airport in Amsterdam, you may notice there's a fly in the urinals. It’s screen printed .

So what do you think most men do? That's right, they aim at the fly when they urinate.

They don't even think about it, and they don't need to read a user's manual; it's just an instinctive reaction that means 85% less spillage!

The interesting feature of these urinals is that they're deliberately designed to take advantage of this inherent human male tendency.

This is my job.

Small team, big challenge

• Team of 3 - 2 Optimisers, 1 x part time designer• Higher ROI or lower costs, without spending more• Stuff that doesn’t hinder SEO, PPC, Performance• Measurable ROI - not ego or opinion• Fast return and low cost techniques• Over 25M page tests, 17 international tests live now• ROI is > 100 x optimisation costs

Ad Hoc

Local HeroesChaotic Good

Level 1Starter Level

GuessingA/B testingBasic tools

AnalyticsSurveys

Contact CentreLow budget

usability

Outline process

Small teamLow hanging fruit

+ Multi variateSession replayNo segments

+Regular usability

testing/researchPrototyping

Session replayOnsite feedback

_____________________________________________________________________________________________ _

Dedicated teamVolume

opportunities

Cross silo teamSystematic tests

Ninja TeamTesting in the

DNA

Well developed Streamlined Company wide

+Funnel optimisationCall tracking

Some segments Micro testing

Bounce ratesBig volume

landing pages

+ Funnel analysisLow converting

& High loss pages

+ offline integration

Single channel picture

+ Funnel fixesForms analytics

Channel switches

+Cross channel testing

Integrated CRO and analyticsSegmentation

+Spread tool useDynamic adaptive

targetingMachine learning

Realtime

Multichannel funnels

Cross channel synergy

_______________________________________________________________________________________________

________________________________________________________________________________________________

Testing

focus

Culture

Process

Analytics

focus

Insightmethod

s

+User Centered DesignLayered feedback

Mini product tests

Get buyin

________________________________________________________________________________________________Missio

nProve ROI Scale the testing Mine value Continual

improvement

+ Customer sat scores tied to UXRapid iterative

testing and design

+ All channel view of customer

Driving offline using onlineAll promotion

driven by testing

Level 2Early maturity

Level 3Serious testing

Level 4Core business value

Level 5You rock, awesomely

________________________________________________________________________________________________

It’s a multiscreen multichannel world

@OptimiseOrDie

Insight - Inputs

ExplodingChannels

PPC

SEO

Direct

Affiliate

Display

TV

Retargeting

Phone Ringback EmailChat

Mobile handsets

Apps

Tablets

Desktops

Social

PartnersGoogle Local

Austr.

..USA UK

Norway Sw

Spai

nIta

ly

Fran

ce

Canad

a

Nethe

r...

NZ0

5

10

15

20

2522.5

21.7

20.2

17.6

14.4

13

11.6 11.5 11.3 11.2

8.3

5.1

6.5 6.2

2.4

3.6

2.3 2.3

3.22.7 2.5

1.3

Aug-11Dec-10May-10

Growth in Worldwide Mobile traffic

% of all unique visitors

US

A -

An

dro

idU

SA

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on

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SU

SA

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lackB

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US

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bia

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SA

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aem

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SA

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okia

OS

UK

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Bla

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UK

- A

nd

roid

UK

- S

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bia

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dow

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Nokia

OS

UK

- M

aem

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web

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okia

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AU

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0%

20%

40%

60%

80%

100%

46.6%

40.5%

8.3%

56.1%

21.0%

17.6%

2.2%

60.9%

26.6%

5.1%

57.4%

28.3%

3.4%1.0%

40.8%39.6%

11.2%

69.9%

17.1%

78.6%

15.4%

Operating System% of all unique visitors

Sep

OctNov Dec Ja

nFe

bMar Ap

rMay Ju

n Jul

Jul

Aug

0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

12.0%

14.0%

16.0%

18.0%

20.0%

AUS/NZ Smartphone & Tablet growthSep 2011 - Sep 2012

SmartphonesTablets

Designing for multi-platform

@OptimiseOrDie

Your ‘design’ team?

Who designs this stuff anyway?

Who designs this stuff anyway?

Web/Online

Marketing

Legal

IT

THE CUSTOMER

Pesky Meddling Kids?

CEO

Brand

User Centered Design

Wireframe

Prototype

TestAnalysis

ConceptResearch

Insight - Inputs

Insight

Usability testing

SurveysOps and CS

teams

Clicktale

Social analytics

Customer contact

Eye tracking

Remote testing

Forms analytics Search

analytics Depth interviews

Market research

A/B and MVT testing

Unstructured data

Web analytics

Competitor evalsCustomer

services

Multi channel and platformUX

design

Mobile 1

Washup

App 1Washup

Web 1

Washup

Insight

Our ToolsBalsamiq Concept-

share

HTML prototype

Usability Testing

Clicktale &

Analytics

Washup and

Prioritise

Paper, Excel, WordInputs

See slide

What were the benefits?• Very fast build – post research:• 10 weeks to build 3 cross

platform sites• Focused on the user (but not

driven by them)• Customer services, the process,

the contact channels – a BIG part of the design team effort

• Align business and tech capability with customer ‘models’

• Rapid iterative design and build = fast feedback

• Design product and contact options for revenue

• Cross channel synergy really helps work out issues

• Higher overall grasp of service, lifted barriers, less pain...

• Big increase in incremental sales• To get multi-channel right, you

need to design across them.• Lo budget testing can start with

paper, webcam, £40!...

Cross Channel Optimisation

@OptimiseOrDie

What is the ROI then?TV Comparison

+2.4%

TV - Off

+6.4%

TV - On

-1.3% +14.8%

People images that suck…

Photo Guidelines• Groups, vans, stores, corporate guff = NO• Single person – not groups or even person +

customer• Open, Friendly, Natural, Smiling, Engaged =

YES• Uniform – has huge effect, even wearing

branded ball cap improves conversion• Look straight at viewer or slightly towards

CTA• Plain backgrounds only• No folded arms, arms on hips, pointing,

scowling, cheesy smiles, hands behind back, hanging useless by the side, clasped by groin, fiddling with hands

• Arms with prop instead – hold a clipboard, rag, tool – I’m working for *you*

• Female images work best in almost every country – they slay the guys

• Natural, authentic and not ‘model’ or ‘stock’ image types work best for people

• We get better images now, but we keep working on the guidelines!

• We still got a genital framing picture the other week

• Photoshoots and tests are now being used to drive advertising strategy

• Pre TV test of potential ‘actors’ on website. X factor meets split testing.

Call Centre optimisation• Mini studies:

– Abandon testing– Emergency phone switchoff & Overspill systems– Contact deflection systems and self servicing– Scripting Experiments– APIs and other systems integration– Chat testing– Phone tracking

Abandon testingReduce unwanted phone hangups.

– Remove corporate guffspeak– Don’t mention the website, esp. if this

is the web number (D’oh!)– Don’t give a generic or corporate drone

apology message– Quote real KPIs and timings (ING direct,

average queue time)– Make routing emotionally driven – not

confusing categories that map poorly onto customer needs

– Experiment with queue timing – find sweet spot, don’t overquote

Test plan

– Two countries, big phone systems, Q4 2011

– Test variants of messages, music, timings, amounts quoted

– Messages make a big impact – experiment freely with volumes

– Opportunity is large due to high call volumes we have

– What people hate vs. What people have on their company lines

– On a mission here!

Switchoff OverspillIf you have spikes, have a throttle:

– Busiest TV & Radio campaign so far, Q2 2011 for Autoglass®

– Designed a phone ‘switchoff’ system, permanently on tap

– Routed majority of contact to a web form

– Prevented a backlog situation from developing

– Bought time and still exceeded customer expectations (<4h excellent)

– Used twice to dampen inbound call volumes

Overspill systems:– Get a UX designer to make you a fast

entry system– Make them simple, easy to learn and

leverage your web platform– Give API access to overspill

companies– Sometimes heavy IT integration isn’t

needed – No training, like Facebook

Contact deflection & self service• People like immediate gratification!• The iceberg of contact opportunity• Make people like you for not helping!• If you stick it in help, will it go away?• No elephant graveyard, please (FAQ)• Instrument for analytics and ROI • Set it up to measure and improve• Gamification of content? Adoption?• LOVEFiLM Help Centre:

– Ratings, Deflection tracking, self service tracking

– Please view in your account, Please visit your account, Please check your next billing date, Your next billing date is 1 Feb

• What about your measurement?• Basics – Ratings, Did you find this answer

helpful?• Intermediate – Tracking behaviour and

contact channels• Add tracking of self service events or

behaviour• Set up a game or reward structure• Continually improve and get proof• Add phone tracking - make avoidable

contact visible• Remove all barriers to self servicing for

high cost/volume contacts• Try Amazon, lol!• Help experts? Sticky Content are brill.

Script Optimisation• How can we optimise phone conversion?

– Dedicated test teams– Script testing often limited– Now – we can use A/B or MV testing, with API integration– Try out 3,4,5 different versions of key areas or entire script– ‘Wrapping’ sends XML message event, triggers analytics tag– Analyse in the same way as an A/B or multi-variate web test– Fast optimisation of handling scripts, using a mini lab– Should yield 3-5% higher performing scripts, minimum– Shows what variables drive script performance globally– Aim for Q2 2012 for a proof of concept

Platform APIs• Use of web platform APIs now for:

– Contact centre messages– Facebook app– Mobile site and apps– Scheduling – Analytics tag firing

• Just making APIs, automagically makes:– People use them– Improvements happen– New ideas happen, that you didn’t expect– Incompatible stuff get glued together– Complex IT integration projects go away

Chat Testing

A - Chat

Split

A B

B - Chat C - Chat

C

Contact Us

Contact FormRingback

A - Chat Free B – With Chat

Damage

Appt

Details 1

Details 2

Damage

Appt

Details 1

Details 2

0844 371 0047

0844 371 0048

0844 371 0049

0844 371 0050

0844 371 0051

0844 371 0052

0844 371 0053

0844 371 0054

Chat testing• 1 month trial – properly A/B tested• Measured all the contact channels for

movements – what happened?• Over a week, chat saves 17 calls – yay!• But swapped that for 329 chats @ 8.25

minutes. Ouch.• Increased ringback requests? Email form

about the same.• No statistically significant impact on

conversion• Assumption was big impact, huge impact!• Anecdotally, a wonderful tool. Agreed.

• Customers happy, yes, but not in a good business way

• Like putting your customer service desk into the street

• You must measure influences in contact volumes when trialling Chat

• Be very careful – prove your ROI on any pilot.

• Only 7-10% use and out of those, less than 50% are influencable etc. etc.

• The productivity Myth of chat• Your situation may differ – please TEST!

Call trackingHow it works:• Rent a bank of numbers• Add a dynamic ‘tag’ to your page• Phone number appears automatically• Customer calls this number• Captures the keywords, landing page, converting page, traffic source• Geo mapping captures customer location• When the call is hung up, optionally record the outcome code (sale, loss)• Have a special number for Facebook, SEO, Adwords traffic etc.• Lets you analyse from web -> phone call -> wait time -> wrapping• Builds a link between web and call, finally

Call trackingWhy you should use it!• Most people under-report on web driven phone contact or sales• You can’t work out your advertising effectiveness, if you don’t include phone• If you don’t measure phone, your A/B tests may be wrong• You can capture all your web AND phone, in one easy interface • Allows you a multi-channel view of all your contact sources• Lets you record offline campaigns as well with specific numbers (print, TV etc.)• You can experiment with routing, messages, on hold music – much more easily• If you can’t afford lots of phone numbers, this is an easy way to get tracking

Who?Company Website CoverageMongoose Metrics* www.mongoosemetrics.com UK, USA, Canada

Freespee* www.freespee.com UK, SE, FI, NO, DK, LT, PL, IE, CZ, SI, AT, NL, DEAdinsight* www.adinsight.co.uk UKInfinity tracking* www.infinity-tracking.com UKOptilead* www.optilead.co.uk UKSwitchboard free* www.switchboardfree.co.uk UKIfbyphone* www.ifbyphone.com USAFreshegg* www.freshegg.co.uk UKJet Interactive* www.jetinteractive.com.au AUS

TheCallR* www.thecallr.com USA, Canada, UK, IT, FR, BE, ES, NL

Call tracking metrics www.calltrackingmetrics.com USAAvanser www.avanser.com.au AUSHosted Numbers www.hostednumbers.com USACallcap www.callcap.com USA

* I read up on these or talked to them. These are my picks.

Call trackingWhat data can you get?• Data to keyword, group or traffic source level – for Phone contact/conversions• Splits by location, traffic source, time, date• Data on the call – how long to answer, to abandon, call duration• Data post call – was there a sale?• Linkage between marketing activity and phone ROI on web channels• Which parts of your site drive contact• Tagging supports GA, Omniture, Others• Complete call analytics (including recording, if wanted)

Tracking tips• Make contact points trackable (phone, email, form, chat etc.)

For example:• Collapsible phone section on Contact Us form – tracks intent• Phone ‘reveal’ icon, button or widget – tracks intent• Tap to call wrapper on Phone• Use a smart email form instead of email address• Use ‘ringme’ ringback functionality• If email being generated, tweak subject line• Integrate call centre events for maximum coverage• If you can’t buy phone tracking, make your own (mail me!)• Use phone tracking for major traffic groups, say:• PPC groups, Organic, Print, PPC, email, TV, Brand keywords• See your phone traffic in GA, Omniture and most packages

Belron Conversion ROI• 12.4% from Web increase• 12.5% increase from Multi Variate Testing• 3.5% increase in downstream conversion rate• 4% increase in online conversion from mobile optimised site• Reduced call time (1s = 10k p.a.)• Faster booking time (<4%)• 5.5% increase in NPS (Customer sat) score • Customer delight – feedback. Less questions and worries• Total increase in conversion (measured) = 32%• Actual increase in conversion = 41%• NO additional marketing spend needed• Web Channel : ROI positive within 2 weeks

Further reading…

Email

Twitter

Slideshare

: sullivac@gmail.com

: @OptimiseOrDie

: linkd.in/pvrg14

: slidesha.re/nlCDm6

Any questions? Get in touch!

CRO and Testing resources

• 101 Landing page tips : slidesha.re/8OnBRh • 544 Optimisation tips : bit.ly/8mkWOB• 108 Optimisation tips : bit.ly/3Z6GrP• 32 CRO tips : bit.ly/4BZjcW• 57 CRO books : bit.ly/dDjDRJ• CRO article list : bit.ly/nEUgui• Smashing Mag article : bit.ly/8X2fLk