This set of slides lists 12 practical tools, techniques or services you can use to improve conversion rates. There are handy lists of companies and websites that will make a welcome addition to the stuff that all marketers should be using.

1. What’s in your toolkit?
Craig Sullivan
Group CX Manager
@ Belron®

2. #Convcon rocks!
@OptimiseOrDie
• Conversion Rate Optimisation • Contact deflection and
• A/B and Multi-variate testing online self service
• Cross channel optimisation • Site search analytics
• User Centered Design • Site, Page and Campaign
optimisation
• Usability testing
• Test design and execution
• Customer Research & Insight
• A long usable site portfolio
• Web Analytics
• ROI on UX improvements
• Browser and email
compatibility • Over 19 years of really
boring meetings
Group CX Manager for Belron® (Autoglass ®)
I get to do it with crowds

3. OPTIMISATION
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.

4. ®
Belron Testing Culture
@OptimiseOrDie

5. 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.

6. 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 28M page tests, 22 international tests live now
• Cost is few hundred K – ROI is > 50 x investment
• Yes, that’s more than 5,000% back.

7. The toolkit
@OptimiseOrDie

8. Insight - Inputs Ringback
Phone Email
Retargeting Chat
Mobile
TV handsets
Display Apps
Affiliate
Exploding Tablets
Channels
Desktops
Direct
Social &
SEO Micro
Partners
PPC
DM

9. Insight - Inputs
Forms
Remote Search
analytics Depth
testing analytics
interviews
Eye tracking Market
research
Customer A/B and
contact MVT testing
Social
analytics
Insight Unstructured
data
Web
Clicktale
analytics
Usability Competitor
testing Ops and CS Customer evals
teams Surveys services

10. Your ‘design’ team?
Web/Online
Pesky Meddling Kids?
Marketing
Who
designs this
stuff
anyway?
Brand
IT
THE
CEO CUSTOMER Legal

11. Usability & Customers are the glue
• Usability testing – hundreds of participants, 6 countries so far
• Foolproof running our programme
• Diary studies
• Immersion in product/shadowing
• Lab & Remote testing
• Analytics data
• Customer insight – contact, customer feedback, research
• Clicktale recordings
• Business owners – market data, customer mix, local knowledge
• Customer contact centre immersion (listening)
• Books, Websites, Tips & Other Optimisers
• Old Test Data results (e.g. Click here, Get started, Fix my glass)
• Making lots of mistakes – be brave, fail faster, learn stuff

12. User Centered Design
Wireframe
Research Concept Prototype
Analyse Test

13. Multi channel and platform
Washup
Mobile
Web 1
1
UX
Insight Washup
Design
Washup App 1

14. A/B and Multi variate testing tools
Get one – there is no excuse!
www.whichmvt.com
Free/Low cost tools
– Optimizely
– Google Website Optimizer
– Visual Website Optimizer
What about higher end tools?
– Autonomy
– Webtrends

15. Benefits of UX combined with Testing & CRO
• Reduced ego and opinion (execs + others)
• Measurable ROI
• Faster time to market
• 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
• Business owners part of testing culture
• Introduces a testing culture
• Large cross silo team now gets involved
• Helps us hit the sweet spot...

16. Wireframe
Concept Prototype
Analyse Test

17. #1 - Analytics – where to optimise?
• It depends on your site...
• High traffic entry pages
• High dropout or bail pages
• Key value pages (credit card)
• High cost pages (PPC)
• Conversion tipping points
• Persuasion points
• Anywhere there is traffic and CTA!
• Use a leak model?

18. #2 – Develop a leak model
• How many people continue?
• How many leave?
• How many channel switch?
• Tip! Dynamic site numbering!
• Where do they go?
• Are there influence pages?
• Any error clusters?
• What are my pain points?

19. Leak Model Detail

20. Value of leak model?
• Confirmation page loses 2-5% visitors
• One small change reduced this by 75%
• 1 page drives 60% traffic flow to phone
• Quote page has low switch but high exits
• Bugs in address lookup, branch finder
• Forms errors contribute hugely to ‘leavers’
• Losses aren’t always big – they’re just switching
• In most cases, over 50% of ‘losses’ are switchers
• Use call tracking! (See www.infinity-tracking.co.uk)

21. #3 - Session recording
• Vital for optimizers
• We use Clicktale
• Fills in a ‘missing link’ for insight
• Rich source of data
• Segment by attribute/source/behavior
• Can be used to optimise in real time!
• Clicktale www.clicktale.com
• Mouseflow www.mouseflow.com
• Ghostrec www.ghostrec.com
• Userfly www.userfly.com

22. What do they record?
• Mouse movements/clicks/interactions
• Scrolling
• The ‘Real’ fold line
• Bugs
• Browser compatibility issues
• Javascript errors
• Forms analytics
• Visual attention(yes, really)
• Visibility issues
• UX issues

24. #4 - Remote testing & crowdsourcing
What Users Do Open Hallway
www.whatusersdo.com www.openhallway.com
Userzoom Userfeel
www.userzoom.com www.userfeel.com
Usabilla Webnographer
www.usabilla.com www.webnographer.com
Usertesting Feedback army
www.usertesting.com www.feedbackarmy.com
Loop11 Mechanical turk
www.loop11.com www.mechanicalturk.com
Ethnio Userlytics
www.ethnio.com www.userlytics.com
Easy Usability Kupima
www.easyusability.com www.kupima.com

25. #5 - Performance tools
• Operate internationally? Across the USA?
• Customers attention span very short
• ½ a second delay =
15% loss in conversion rate
• On mobile, this is even more acute
• Improves your Google quality score
• Improves your conversion rate
• Keynote, Gomez, Strangeloop
• Google site speed is AWESOME
• Create your own ‘Suck Index’ = page views * load time
• You need to see performance from their eyes!

26. Performance resources?
• Read these two books ------------------------
• Use Keynote, Gomez for site monitoring
• Consider CDN acceleration (Akamai etc.)
• Think of the customer context (device/loctn)
• Optimise key traffic/conversion pages first
• Do A/B splits to confirm ROI
• Optimise for ‘return control to user’
• Image, video, browser, mobile -> squeeze!
• Optimising batch images?
• Who owns customer facing performance?

27. #6 – Feedback tools
• Simplest example – 4q – bail from site
• Deeper sampling:
• Light touch – micro conversion (social, newsletter)
• Starts key process – registration/purchase
• Gets to tipping point – payment page
• Get feedback at different funnel points
• Review the user session if captured
• Like 4Q but think of an onion

28. Onsite feedback
Immediate, Contextual, Low friction, VOC
Feedback tools:
• Kampyle
• Opinionlab
• Foresee
• Polldaddy
• Build your own!

29. #7 - Forms and Search Analytics
• Ignore at your peril
• Forms are often seen as a ‘technical’ area
• What are the common errors?
• What errors precede abandonment?
• Validation improvements
• Form design – Luke Wroblewski
• Good example – Postcode Lookup
• CR0 1XA CRO lXA
• 2.5% loss due to strict validation
• Search analytics – Hurol Inan

30. #8 - Browser Compatibility
“Anyone who slaps a „this
• Money on the table page is best viewed with
Browser X‟ label on a Web
• John Lewis test page appears to be yearning
• Who doorsteps you? for the bad old days, before
the Web, when you had very
• Measure entry page stats only little chance of reading a
document written on another
• Learn about the segments – they computer, another word
might be valuable processor, or another
network.”
• Create a browser matrix Tim Berners-Lee
• Use a testing service, not simulators
• Test mobile devices too
• Try the ‘Checkout browser’ test

31. #9 - Testing tools
• Browser testing www.browsercam.com
• Mobile devices www.perfectomobile.com
www.deviceanywhere.com
• Performance testing www.keynote.com
www.gomez.com
• New on the block strangeloopnetworks.com
End browser and device discrimination!

32. #10 - Survey tools
• Dust off those survey tools and ask stuff:
• My personal rating:
• Surveymonkey www.surveymonkey.com
• Zoomerang www.zoomerang.com
• Surveygizmo www.surveygizmo.com

33. #11 - Email Optimisation
• Delivery rates
• How the user sees it
• Webmail & Clients
• Spam/Junk filters
• MVT testing
• Experiment and learn
• Litmus Rocks!
(www.litmus.com)

34. #12 - 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

35. Call tracking
Why 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

36. Company Website Coverage
Who?
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
UK, SE, FI, NO, DK, LT, PL, IE, CZ,
Freespee* www.freespee.com
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 UK
Avanser 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 .

37. Call tracking
What 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? (call wrapping)
• Linkage between marketing activity and phone ROI on web
channels (very important)
• Which parts of your site drive contact
• Tagging supports GA, Omniture, Others
• Complete call analytics (including recording, if wanted)

38. 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
• If you can’t buy phone tracking, make your own (mail me!)
• See your phone traffic in GA, Omniture and most packages
• Use phone tracking for major traffic groups, say:
• PPC groups, Organic, Print, PPC, email, TV, Brand keywords
• Integrate ‘offline’ events like returns/cancellations etc.

39. Follow the money – Autoglass UK
• 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 (1 second = > 10k per year)
• Faster 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

40. My advice
• Invest in optimisation tools and talent
• Tools may be low cost – expertise isn’t free
• Biggest ROI is optimising the right places
• Need buyin? Do some micro CRO!
• Grab me after if you have questions
• If you have a phone number, always track
(particularly during any tests)
• Optimise low hanging fruit first

41. Analytics
Targeting systems
User
Centered SEO
Performance
Design
tuning
EFFORT-->
Chat
Funnel Optimisation
Clicktale
MVT
Device Analytics
testing talent
Email testing
0 1 2 3 4
COST --> 6
5
Series1
7 8 9 10

42. Level 1 Level 2 Level 3 Level 4 Level 5
Starter Level Early maturity Serious testing Core business value You rock, awesomely
Dedicated team Ninja Team
Local Heroes Small team Cross silo team
Culture Volume Testing in the
Chaotic Good Low hanging fruit Systematic tests
opportunities DNA
_____________________________________________________________________________________________ _
Process Ad Hoc Outline process Well developed Streamlined Company wide
_______________________________________________________________________________________________
+Funnel +Cross channel +Spread tool use
Guessing + Multi variate optimisation testing Dynamic adaptive
Testing A/B testing Session replay Call tracking Integrated CRO targeting
focus Basic tools No segments Some segments and analytics Machine learning
Micro testing Segmentation Realtime
________________________________________________________________________________________________
Bounce rates + Funnel analysis + Funnel fixes + offline Multichannel
Analytics Low converting
integration funnels
Big volume Forms analytics
focus landing pages & High loss pages Channel switches
Single channel Cross channel
picture synergy
________________________________________________________________________________________________
+Regular usability + All channel view
Analytics + Customer sat
testing/research +User Centered of customer
Insight Surveys
Prototyping
Design scores tied to UX
Driving offline
Contact Centre Rapid iterative
methods Low budget Session replay
Layered feedback
testing and
using online
usability
Mini product tests design All promotion
Onsite feedback driven by testing
________________________________________________________________________________________________
Continual
Mission Get buyin Prove ROI Scale the testing Mine value improvement

43. Further reading…
Email : Sullivac@gmail.com
Twitter : @OptimiseOrDie
www.linkedin.com/in/craigsullivan

44. 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

45. Case Study
New funnel implementation
Tools & Techniques:
Clicktale
Google Analytics
Speed Trap (analytics)
Optimost
Browsercam
Survey tools
Market research
Diary studies

46. The challenge
• Without operational change, improve conversion
• No systems or process changes
• Reskinning rather than repurpose

47. The response
• 10 week user centred design
• Build prototype, test in lab, washup session
• Rinse and repeat
• Do 3 x channels week by week – Mobile, App, Web
• Amazing cross synergy
• 1 week sprint is tough work
• 4 builds – then ready to optimise

48. Usability & Optimisation process
Final Usability Final Release Legal review
prototype issues left changes build kickoff
Signoff Cust services
Instrument Marketing
(Legal, Mktn Test Plan review
analytics review
g, CCC) kickoff
Instrument
Offline End-End Launch
Contact QA testing
tagging testing 90/10%
Centre
Launch Monitor < 1 Launch
Go live 100% Monitor
50/50% week 80/20%
Analytics Washup and New New test Rinse and
review actions hypotheses design Repeat!

49. What happened first?
• £200k cost
• Mobile and App – wonderful
• New funnel – converts 0.5% better
• Ow! What happened?
• Browser bugs, fold issues, exposing cost too early
• About 800 video recordings from Clicktale
• Second pass – fixed more issues
• Did more compatibility testing on 2 browsers
• Made live – converts 12.5% better (10 things)

50. Takeaways
• Usable in lab? Doesn’t mean conversion gain
• User testing doesn’t uncover bugs, compatibility
• You must watch channel shifts – phone, email etc.
• Use clicktale to bed new process in
• No need to go back to lab or scrap the project
• You can see fixes working in real-time!
• Optimize and fix as you go
• Rapid iterative changes, instead of SLED