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What Your Customers Really Do Online: 5 Ways to Remove the Guesswork

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As digital marketers and experience leaders, we have increasingly reduced our customers to merely data points, line graphs and bar charts.

The problem is that we are losing the necessary insight and experimentation to understand human behaviour across digital channels. To uncover our customers’ true intent, and ultimately understand the behavioural impact on the bottom line, we need to start asking WHY.

Hear from experts from Clicktale and Optimizely as they share experiences from working with brands like Samsung, Missguided and RBS to uncover:

- What data and insights can uncover about customers’ digital behaviour
- How to align metrics that look at measuring the experience, not just conversion
- How brands are scaling an approach to data, insights and analytics across their organisations
- Best practices in ideation, A/B testing and experimentation

Veröffentlicht in: Technologie
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What Your Customers Really Do Online: 5 Ways to Remove the Guesswork

  1. 1. 1 What Your Customers Really Do Online: 5 Ways to Remove the Guesswork
  2. 2. 2 Kenneth Kutyn Optimizely Solutions Engineer Welcome Jonathan Bhonker Clicktale Product Manager
  3. 3. Digital Experience Optimization: Digital Products, commerce & campaigns Up to 5X Increase in Yield: Revenue, share of wallet, funnel conversion, risk mitigation, ops efficiency Partner of Choice: Work with leading global enterprises & “digital disruptors” including 26 of F100 OUR COMPANY Digital Experimentation Platform: Next gen “Test and Learn” system Replaces Digital Guesswork: with evidence-based optimization Speeds Innovation & Optimization: Single platform for marketing & product teams Best-in-class stats & machine learning Consumer-grade usability Enterprise program management & prof. services OUR SOLUTION
  4. 4. 4 Companies don’t lose in the digital age because of technology They lose because they’re not customer centric and they don’t focus on experience The world today…
  5. 5. 5 80% of everything you put online doesn’t work in the way that you think it would do. “ ” The rule of digitization: Giles Richardson Vice President - Digital Journeys at T-Mobile
  6. 6. 6 1. Using Data to kick off ideation
  7. 7. 7 Do Experiment Wins Depend on Analytics? No Analytics Heatmaps Only Analytics Only Analytics & Heatmaps 33% 37% 25% 31%
  8. 8. 8 Looking from different perspective • Solutions that offer session replay show real visitors on your website. • Watching the different ways in which people interact with your webpages or app lets you identify areas for improvement. • One Clicktale customer has digital teams view session replays on their pages once a week to get an outside perspective on how well their experiences are built.
  9. 9. 9 Regular post match review
  10. 10. 10 Example: not all filters are created equal
  11. 11. 11 Thinking Bigger Start with the low hanging fruit, but don’t get stuck on a single page or flow Every interaction is an opportunity to optimize, surprise and delight your customers Test your business model, omni channel journeys, tech stack, pricing and packaging, and product launches
  12. 12. 12 Problem Solution Result Framework The <user persona>.. • Cannot find.. • Does not know… • Does not see… • Wants to… • Is distracted by… • Is forced to… • Needs... Problem Solution Result • Clearly define the problem • Validate it with qualitative or quantitative data • Describe the proposed solution(s) • Provide rationale (why will it work?) • Choose metrics to measure results • Set criteria for success and failure By <doing solution> the user will... If <solution> solves <problem>, then <metric> will increase/decrease
  13. 13. 13 2. Experiment Prioritization
  14. 14. 14 Where can your efforts have the biggest impact? Identify Opportunities for Improvement Simple formulas to help you start prioritizing where to focus: WHERE? • Homepage: 30,000 Visitors x 50% Exit Rate = 15,000 Visitors (opportunity) • Product Detail Pages: 15,000 Visitors x 25% Exit Rate = 3,750 Visitors (opportunity)
  15. 15. 15 Monetizing behavior - eCommerce checkout
  16. 16. 16 Revenue Tree Benefits Comprehensive: • Visually analyzes the entire site’s opportunity, and help avoid opportunity cost Alignment: • Allows teams to explicitly align testing goals to business goals; keeps ideas tightly focused Productive Brainstorming: • Strategic foundation for creative brainstorming, helping to garner a volume of ideas for prioritization *Orange = Areas for digital optimization
  17. 17. 17 Learning from the Best Use weighted scoring systems to rank experiment ideas. Get input from all CRO stakeholders Open up to business stakeholders Scoring should reflect what you learn from analytics, session recordings, & heatmaps.
  18. 18. 18 Prioritization should be repeatable and scalable What factors are used to prioritize experiments. How do more advanced programs do it? • Trello • Excel • Jira • Optimizely Program Management • Build your own
  19. 19. 19 Hotwire Case Study A good prioritization framework “removes the emotion from A/B testing.” - Lead Product Manager Pauline Marol Rule 1 Point 0 Points Main Metric Supports the company’s main metric – new bookings Supports a secondary metric Location Tests a change to the results or billing pages Tests a change located on any other pages Fold Makes a change above the fold Makes a change below the fold Targeting Targets 100% of customers Targets a subset of customers New Information Adds new information or a new element Makes a change to the existing elements (copy, color, UI, etc.) Benchmarking Borrows from a success on family sites No benchmarking best practice Conversion Veins Applies to two or more conversion vein themes Applies to one or fewer conversion vein themes Strategic Topic Supports a strategic company goal Doesn’t map to a company-level goal Mobile Would change an element of the mobile web No mobile component Opaque Potential to increase of opaque share for a line of business (travel industry-specific value metric) No influence on opaque share of business
  20. 20. 20 Hotwire Case Study 1. Correlation vs. causation - how good is the evidence for this change affecting the root cause? 2. Measure experience - define and use quantifiable experience KPIs in addition to raw conversion to prioritize 3. Monetization (quantification) - putting a monetary value on an issue can help get buy-in from stakeholders to push for a change 4. Easy change - small changes are easier to promote than big changes. Score each experiment for ease of change (to site/app) vs. expected impact
  21. 21. 21 3. Measure the Full Experience
  22. 22. 22 Conversion does not tell the whole story
  23. 23. 23 Hello!Bank case study Question: Why are 95% dropping at 1st stage of enrollment form? Answer: Social connect buttons were causing 90% of attempts to register to end in failure Solution: Enhanced enrollment page to allay visitor concerns
  24. 24. 24 Where does Analysis Happen? PM BA DS
  25. 25. 25 Measure the Experience Analysis is more than just winners and losers: - Non-conclusive tests still teach us something - Segmentation can reveal hidden winners Dave Powell Ecommerce Conversion Manager “People are starting to come to me and say ‘we want to test this’ and opinions are starting to fly around. It’s beginning to take hold that the data will tell the truth,”
  26. 26. 26 4. Democratize Experimentation
  27. 27. 27 Get multiple perspectives
  28. 28. 28 Case study: Large NA bank The content team ran a test to serve its images from a new platform. Using Clicktale, the were able to identify that 8% of visitors were receiving blank space instead of the images. This reduced the number of logins from the homepage. A second team focusing on improving account opens reviewed the test results and measured different KPIs and experience metrics. They discovered that prospects receiving the blank boxes showed improved engagement with the homepage and were more likely to open an account. This was due to removal of distracting content from an already cluttered page. Rather than simply changing content-serving platforms, as the test results suggested, the company redesigned the homepage for simplicity.
  29. 29. 29 Experimentation is a Team Sport Learn from the best: - Program-level reporting - Regular updates sent to all stakeholders - Experiment idea forms open to all - Accessible platform
  30. 30. 30 5. Connect the voice of customer
  31. 31. 31 Give your customers a seat at the table
  32. 32. 32 Case Study : Apparel retailer A major US apparel retailer received dozens of surveys during Black through a third party platform. Visitors reported technical problems they ran into or usability issues encountered. Using an integration with Clicktale, the retailer was able to see playback of visitors who experienced these issues. Technical issues and errors were fixed at high priority. Usability issues were set aside in a backlog. Following Black Friday, the VoC team shared these findings with the separate Product teams. Product teams examined visitor playback to understand the causes behind the comments, generating ideas for A/B tests. These causes were quantified using Clicktale to prioritize the tests.
  33. 33. 33 Case study: Samsung “Decision making on how to improve customer experience is always data-driven now at Samsung, from a very small in-page change, all the way through to the whole digital customer journey and we try and use those learnings from previous launches of products and push that across our future planning, to what our customer best responds to. We feed that into the next launch to ensure that the customer gets the best experience and, of course, that we optimize our own sales.” Richard Wilson, Director of Digital Analytics, Optimization and Personalization Samsung
  34. 34. 34 Wrap up
  35. 35. 35 Summary Move beyond the guesswork: 1. Examine all customer touchpoints in detail 2. Base your decisions on data 3. Leverage tools to understand intent 4. Measure beyond basic KPIs 5. Connect your programs
  36. 36. 36 Q&A
  37. 37. 37 Further reading / content Resources from Clicktale / Optimizely Building your own prioritization framework: https://help.optimizely.com/Ideate_and_Hypothesize/Build_a_basic_pri oritization_framework?mt-learningpath=optimizationmethodology Testing Toolkit: https://www.optimizely.com/resources/testing-toolkit/

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