Lean Optimisation

SES London 2012

Craig Sullivan

Belron®

Group CX Manager for Belron® (Autoglass ®)Unofficial title : Chief evil scientistRun the ‘League of Optimisers’ on Linkedin

Naked promotional slide

• Contact deflection and online self service

• Site search analytics

• Site, Page and Campaign optimisation

• Test design and execution

• A long usable site portfolio

• ROI on UX improvements

• Over 19 years of slow death in really really boring meetings

• Conversion Rate Optimisation

• A/B and Multi-variate testing

• Telephony analytics & tracking

• User centered Design

• Usability testing

• Customer Research & Insight

• Web Analytics

• Performance, browser and email optimisation

Tweet me @OptimiseOrDie

• Lean Optimisation• Customers drive optimisation• Analytics tools• How we build stuff• How we optimise stuff• What we found out• Call tracking

Outline

24 Jan 2012

• Old but new in the way it’s packaged• It isn’t really Lean – more sleek• Combines UCD, Agile PM and tightly integrated teams• Econsultancy report part 2 – next week

Usability Industry Definition:

“A cross functional, principle driven process characterized by rituals that predispose teams to high-quality, high-velocity user experience outcomes”

Lean UX / Lean Optimisation

24 Jan 2012

Lean startup:“For a particular vision, test your hypotheses against reality very, very early. Learn, evolve and repeat.”

Belron definition:“Using a tightly integrated team and an Agile PM method, we design products using lots of rapid prototypes, iterations, split testing and consumer feedback loops. There are no real deliverables, releases or precise products: Only continually improving experiences with measurably positive outcomes for our business.”

Short version:“It makes lots of money and delights customers”

Edison, Dyson and Jobs – for websites.

Lean optimisation

24 Jan 2012

Research and insight

24 Jan 2012

Insight

NFL (Normal for Lewisham)

• Wear the magical slippers of customer experience• Work in the call centre or listen in, regularly. • Test all the journeys from print, media, display, PPC, organic.• Exercise your top landing pages or key routes• What’s the scent trail like?• Test all the non phone contact stuff in your site (email, forms)• Test the phone lines people use (quick poll)• Lovefilm staff packages and incentives (make your own)I’d like you to immerse yourself:

1. In the complete journeys that people are taking and the product or service you’re offering

2. In the emotional states they’re in or can get themselves into3. In all the materials – the website of course but the emails, the phone

on hold music, the SMS messages - absolutely everything about the customer lifecycle.

Immersion tips

24 Jan 2012

• Usability testing• Remote usability testing• Other usability techniques• Clicktale• Surveys • Customer feedback loops• Analytics and instrumentation • BU contacts and market research, local knowledge• Foolproof and our Optimisation team• Optimisers in industry, books, websites• Social networks • New for 2012? – Higher use of Dynamic surveys, Reviews,

Ratings, Social Proofing, Video

Our killer optimisation sources…

24 Jan 2012

• International scope : 35 countries, 19 languages• Over 300 tests in the last 18 months• Including 52 mobile handsets, 40 locations and 9 key products• Usability testing is a vital part of our strategy• Without this, our products would suck (for long periods)

How does usability testing help?• Reduces development and ‘get wrong’ time• Guides product design in the right direction• Faster iteration of product improvements• In flight adjustment not ‘like it or lump it’• There is no IT team or department involved• We’ve built our development process around this• Fast design of successful products (mobile, app, website, call centre)

Usability testing

24 Jan 2012

• What are the advantages here?• Cheaper, faster than lab based testing• Belron does this to get large viewing audiences too!• Participants, Team and Colleagues• Live audio, video and realtime translation• Normal test viewing ~3 people. Remote tests = 20+Use crowdsourced remote testing for:• Live prototyping and feature tests• Larger groups can be recruited for volume studies (say a new

postcode lookup function)• International language support• Integration between surveys, behaviour and customer

outcomes

Remote usability testing

24 Jan 2012

• Low budget prototyping (Mediacam £40, Laptop with webcam)• Escape from the office prototyping• Paper prototyping• Bookshop testing• Crowdsourced testing – unmoderated online feedback

Please, if you can:• Link UX work to analytics, NPS and ROI – always test or measure• Look at your Lifetime value, downstream conversion, return rate etc.

etc. too

“Good in test isn’t always good in pocket”

Budget ideas – no excuse!:

24 Jan 2012

• Vital for conversion rate optimisers.• Realtime feedback on changes, new product features• Deep analysis – for example, show me all Google Chrome javascript

errors on the credit card page• Complete forms analytics (a whole subject area)• A nice safety net – helps you avoid being fired• The coolest tool I use in my job – nothing else gets me this stuff• 15 minutes after publishing new stuff, we’re watching live recordings

• Some examples:• Q. Where is the fold on the page? A. It’s not a fold, it’s a region

Killer tip #1 : Use clicktale, now

24 Jan 2012

• 33 companies were asked:• “Measure a key process but segment the conversion or completion

rates by browser type. Tell me what you find.”• 11 out of 33 found significant holes in checkouts or conversion

funnels. Like lots of money missing, iceberg like. Nobody noticed.• Broken links, missing continue buttons, form validation, javascript

browser or tag clashes, alignment and visibility issues. Firefox and Chrome were largest problem areas, not IE6!

• “This store does not support Puma trainers” and the buggy test• Remember, the % of browser is not the % of revenue, D’oh!• Stop discriminating – look at your entry traffic (arrivals) split by

browser and test for the main audiences.• Desktop browser testing - Browsercam• Mobile device testing - Deviceanywhere• Noble cause or actually just the Scotsman’s eternal sadness

Killer tip #2 : End device discrimination

24 Jan 2012

• A neglected art• Put 99% of your time into the design (RIRO)• Read Catherine Jarrett : http://slidesha.re/mZUeNoMy tips:• Test at least 3 times with small samples• Fix problems (e.g. Too many ‘none of the above’ responses)• Rinse and repeat• Use someone who has done it before • Design for outcomes• General service surveys are great (Lovefilm)• Are you surveying competitors? Your service? Think about 7 years

of data!• Where else can we use these wonderful things?

Surveys

24 Jan 2012

• Dropped basket survey (LF and Paypal/Direct debit driver)• Remarketing sucks without knowledge. Drops on the floor. • Bail survey (exit process)• Behavioural triggers• Page level feedback• Site exit survey (satisfaction, what purpose, completed?, why not?)• Onion layer survey • NPS – Belron runs a huge program• UX work = 35% filled responses, 4% dropout, 10% mobile fillout• VOC products:• Cool stuff I like : Triggered surveys, crowdsourced feedback, new

product features, show video, adverts or mockups to people

Surveys #2

24 Jan 2012

• For our work, we use 6 tools for optimising outcomes:Google Analytics Insight, realtime, hypothesesSpeed Trap Advertising response engineAutonomy Optimost Split and MV testingClicktale Session capture, realtimeAddthis Social clickbacksCall tracking (Various)

So, what about instrumentation?• We invest time each week on (re)instrumenting the site• We’re getting richer behavioural data as time goes on• Slicing and Dicing data becomes simpler and outcome focused• We measure more phone and contact channel behaviour• We ask more questions

Analytics and instrumentation

24 Jan 2012

• Invest in Talent. • A 35k hire versus a 55k hire is not a 20k saving lol.• Beware of bull ordure – hard to recruit• Try my analytics interview tips (email me)

Invest in instrumentation:• Ringfence development time for continual improvement of

analytics. Give it some love.• Link behaviours to post conversion event activity (MVT,

Segments)• Invest in call analytics (on your mobile site, you can do it for

free)• Drive report vomit out of your business

Analytics tips

24 Jan 2012

Performance and Availability

• This isn’t a geek thing• I’ve measured performance impacts• Dominant factor in mobile conversion• Big impact on desktop, tablet• Improves your Google quality score• Improves your conversion rate

Tip #1 : Google Site SpeedTip #2 : www.webpagetest.orgTip #3 : Make development timeTip #4 : Stop testing mobile on wifi

From prototype to final product24 Jan 2012

How we build and optimise

• We don’t know what the final end product will be• We do have some basics, previous product and insight• We produce very little documentation• We start with a clay model (prototype)• We work out the basic shape• We then optimise the face in stages• Once we’re good enough, we go live• Then we tweak and optimise in place• The human face of Belron, not a robot• Emotional and customer centric, not designed by them• This is the sweet spot• This is also a key competitive advantage

How do we build stuff?

19 Dec 2011

User centred Design

Wireframe

Prototype

TestAnalyse

ConceptResearc

h

Multi channel and platform

Washup

Mobile 1

Washup

App 1Washup

UX Design

Web 1

Insight

New funnel cycleAnalyse

Fix & Improve

Live 20%

Fix & Improve

Live 50%

A/B test live

Rinse and repeat

Test and Instrumen

t

Browser and

Device testing

Go live 10%

Usability test

output

OPTIMISATIONA 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.

• Autonomy (for split testing)• For a budget option, Check Optimizely or Google• Data warehouse or reporting link (TNC/NPS)• Clicktale• Google Analytics• User Research materials• Browsercam• Testing and lots more testing• Call Centre continual feedback• Surveys (e.g. did you like X, did you see the Y)

What do we use in optimisation cycles?

24 Jan 2012

Usability & Optimisation process

Final prototype

Usability issues left

Final changes

Release build

Legal review kickoff

Cust services review kickoff

Marketing reviewTest Plan

Signoff (Legal, Mktng, CCC)

Instrument analytics

Instrument Contact Centre

Offline tagging QA testing End-End

testingLaunch 90/10%

MonitorLaunch 80/20%

Monitor < 1 week

Launch 50/50%

Go live 100%

Analytics review

Washup and actions

New hypotheses

New test design

Rinse and Repeat!

How we blend the techniques

24 Jan 2012

A/B and Multivariate tests

Control Version A Version B

A/B test

+9% +2%

Multi variate Pizza

=

ExperimentIngredients Recipes

What’s our testing mix?

• A/B testing – Homepage, Landing pages, Funnels• MVT testing – High traffic landing or Home pages

– Mini (less than 8 variables)– Midi (8-32)– Maxi (>32 variables)

And 6 types of specialised testing:• Funnel testing – bedding in new funnels• Landing page optimisation• Cross channel and telephony testing • Iterative feature and product testing• Video tests• Micro testing

6 years of testing on one slideLess is more – simplicity, comprehension, clarity in design, visibility, space, LESS WORDSCopy works – Call to action wording, title, headline, strapline, framing – contribute 50-70% of our test uplift. Pay someone to do this properly, like Sticky Content.Really big buttony button : Large, prominent, visible, button like CTAUse goal, verb or action oriented keywords (Fix my glass!, Download now, Get started)Use text decoration on key persuasive copy (don’t overdo it)CTA above fold, especially on landing pages, key stepsClick here (Haz clic aqu, cliquez ici) is one of the top 3 button wordings, always. Let me explain.Do not split attention on CTA unless necessary. Deprecate other buttons or functions (Save, Cancel, Print, Back, Help, Buy)Emotional states : Using emotion, reflecting or mirroring the customer are just as important as how the checkout form works. If you don’t know what the worries and fears are from the visitors coming through the funnel, you’re missing a trick.Show me the value proposition : The what’s in it for me test. (PPC example)Maintain a scent trail – PPC advert, Organic title and snippet, Landing page, Funnel, Reflect the user, Maintain the scent, Make use of the gifts you’re givenThink about emotional states and make use of themBadging : Use badging, testimonials, social proofing and trust symbolsBadging : Be careful about security seals and when you use them. Same with promotion or visibility of card information – always test.Images : See next slideGuidelines are good but every page and site will vary

People images that suck…

Photo Guidelines• Groups, vans, stores, head office,

corporate guff = NO• Single person – not groups or even

person + customer (ignoring you)• Open, Friendly, Natural, Smiling,

Engaged, Alert = YES• Smile best with eye crinkles• Uniform – has huge effect, even

wearing branded hat 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

• Some of our best performing images would be rejected by advertisers as ‘too ugly.

• Want to know more? Contact me or check out the @brainlady

• Oh, and we also know that genital framing doesn’t work…

Lean optimisation : The roundup

• Reduced ego and opinion (execs + others)• Faster time to market• Measurable ROI• Increased conversion in the pocket early• Iterative and rapid product lifecycles• Faster, smaller, focused, measured releases• Continual testing = continual improvement• SLED vs. Agile = faster return, better focus• Less reliance on anecdotal evidence• Introduces a testing culture for everyone• Large cross silo team now gets involved• Improved £ - but also drives business change

Why was our mobile stuff rocking?

24 Jan 2012

Conversion optimisation - Mobile

Australia USA UK Norway Sweden Spain Italy France Canada Netherlands Germany0

5

10

15

20

25

30

35

25.8

23.9

29.9

17.616.8

12.8

10.4

11.7

1313.8

9.79.8 9.5

12.7

4.6

7.3

4.7

5.8

3.6

5

6.1

4.2

5.1

6.5 6.2

2.4

3.6

2.3 2.3

3.22.7 2.5 2.3

Nov-11 Jul-11 Dec-10 May-10

Growth in Worldwide Mobile traffic

% of all unique visitors

Our mobile journey…

• Launched Dec 2010• Mobile web in all countries• Apple and Android apps in key markets• Growth areas – iOS, Windows Phone, Android• Conversion is as high as 30% when including tap to call• Has delivered over 5M per month in revenue• Not driven by apps – mobile web 20-300x larger revenue• Search traffic (intent), a discovery route (SEO and PPC) and an

optimised site = • Tablets, though growing, are still only 10-15% of all our visitors• Everyone needs a highly optimised site

Why did it work so well?

• Listened to customers, not our inner geek

• Read Luke Wroblewski, Brian Fling, Maximilliano Firtman

• Focused on user, device, context, location, performance, emotions.

• User centred Design (8 weeks) for fast execution, high conversion

• Total handset compatibility – an Optimal experience for all device capabilities, even 10 year old flip phones (95%+).

• Deviceanywhere – for testing• Uses HTML5 techniques on supported

phones

• Device aware traffic routing and switching• High performance site, even in poor data

conditions• Page weight 7-10 Kb payload for each

page, after cache• Performance does not mean poor design• Contact options that customers want• Cheap mobile targeted PPC and Display

advertising• Total compatibility with their handsets• Employed a dedicated copy specialist,

Sticky Content• It’s fast – that’s very important for CRO

Killer Tip #3 : Call tracking

How 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 -> answer ->outcome• Builds a link between web and call, finally

Why use call tracking?• Claim your conversions!• 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• Puts this in the hands of small businesses

Who?Company Website Coverage

Mongoose Metrics* www.mongoosemetrics.com UK, USA, Canada

Ifbyphone* www.ifbyphone.com USA

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

Call tracking metrics www.calltrackingmetrics.com USA

Hosted Numbers www.hostednumbers.com USA

Callcap www.callcap.com USA

Freespee* www.freespee.com UK, SE, FI, NO, DK, LT, PL, IE, CZ, SI, AT, NL, DE

Adinsight* www.adinsight.co.uk UK

Infinity tracking* www.infinity-tracking.com UK

Optilead* www.optilead.co.uk UK

Switchboard free www.switchboardfree.co.uk UK

Freshegg www.freshegg.co.uk UKAvanser www.avanser.com.au AUS

Jet Interactive* www.jetinteractive.com.au AUS* I read up on these or talked to them. These are my picks.

Autoglass UK – Putting it together• 12.4% from User centred Design• 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 (1 second = > 10k per year)• Faster online booking time• 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• Worldwide ROI : 15% increase in conversion during 2011

Email

Twitter

Slideshare

: sullivac@gmail.com

: @OptimiseOrDie

: linkd.in/pvrg14

: slidesha.re/nlCDm6

More reading. Slides and resources on slideshare.net