digital analytics: opening the gates to customer engagement
TRANSCRIPT
Digital Analytics: Opening the gates to customer engagement
Speakers:
Gord Hotchkiss, CEO and co-founder of Enquiro Brian Hess, CrossViewJenny Elliott, CrossView
Thursday June 26, 2014 1:00 EDT, (10:00 PDT)
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Viewing Tips
Today’s Presenters
Gord Hotchkiss,CSO, Mediative & Co-founder, Enquiro
Brian Hess, CrossView
Jenny Elliott, CrossView
Turning Data into Action
• Declines in sales after site redesigns• Differences in conversion rates
between products• High browsing rates but low
conversions• High abandonment rates in purchase
path
Continuous Improvement Cycle
DEFINE MEASURE ANALYZE IMPROVE CONTROL
• Identify issues
•Create initial hypotheses
•Gather further information
•See if data supports initial hypotheses
•Finalize hypothesis
•Decide on variables
•Create testing framework (A/B or Multivariate)
•Run tests and monitor results
•Embed improvements
•Establish new performance baselines
Creating Testable Hypotheses
TESTING FRAMEWORK
TESTABLE VARIABLES
HYPOTHESISOBSERVATION
Product category conversion rates significantly different between two seemingly similar product categories
May be usability issues in the conversion path caused by the redesign
Test functionality of shopping cart
Multivariate testing of identified variables of shopping cart functionality
Prioritizing Hypotheses
TESTING FRAMEWORK
TESTABLE VARIABLES
HYPOTHESISOBSERVATION
Awareness Navigation Persuasion Transaction0
10
20
30
40
50
60
70
80
90
100
COMMITMENT TO PURCHASE
Segmentation of Customer Experience
TRANSACTIONPERSUASIONNAVIGATIONAWARENESS
Qualitative Walk Throughs
TRANSACTIONPERSUASIONNAVIGATIONAWARENESS
Build some personas and use cases from your primary customer segments and do some walk throughs of the conversion path, right from awareness through to final conversion. Ideally, use testers who are not familiar with current site, as they’ll find issues that may be overly discounted by “insiders”
Typical Transactional Issues
TRANSACTIONPERSUASIONNAVIGATIONAWARENESS
• PLACEMENT OF CONVERSION BUTTONS
• LAYOUT OF TRANSACTION PAGES
• TESTING OF NON-CONVERTING OFF PAGE LINKS
• TESTING CONTENT TO SUPPORT CONVERSION
(IE PRICING, GUARANTEES, SHIPPING INFO,
AVAILABILITY)
• TESTING DISCOUNTS AND OFFERS
• TESTING CROSS SELLING AND UPSELLING
CONVERSION
• TESTING ADD TO CART FUNCTIONALITY
• TESTING CART PAGE LAYOUT
• TESTING ALL FORM COMPLETIONS ON CHECK
OUT PATH
• TESTING OPT IN CONTACT REQUESTS
• TESTING TAX AND SHIPPING INFORMATION
• TESTING CROSS SELLING AND UPSELLING
• TESTING DISCOUNTS AND OFFERS
SHOPPING CART
FAST AND FUN
TO DOS AND TASKS
Typical Persuasion Issues
TRANSACTIONPERSUASIONNAVIGATIONAWARENESS
DESIRED ENGAGEMENT
REQUIRED ENGAGEMENT
Low Qualification and High Reward High Qualification and High Reward
High Qualification and Low RewardLow Qualification and Low Reward
FAST AND FUN
TO DOS AND TASKS
Risk/Reward Matrix
TRANSACTIONPERSUASIONNAVIGATIONAWARENESS
DESIRED ENGAGEMENT
REQUIRED ENGAGEMENT
Low Qualification and High Reward
High Qualification and High Reward
High Qualification and Low Reward
Low Qualification and Low Reward
SMALL LUXURIES• CLOTHING• FAVORITE FOODS• “TOYS”• BOOKS• MUSIC
NEEDED SUPPLIES• OFFICE SUPPLIES• REQUIRED
HOUSEHOLD ITEMS• REPLACEMENT
PARTS
BIG LUXURIES• TRIPS• VEHICLES• BIG TICKET “TOYS”• COLLECTIBLES
SOLVING PROBLEMS• LEGAL SERVICES• MAJOR REPAIRS• LARGE B2B
PURCHASES
FAST AND FUN
TO DOS AND TASKS
Risk/Reward Matrix
TRANSACTIONPERSUASIONNAVIGATIONAWARENESS
DESIRED ENGAGEMENT
REQUIRED ENGAGEMENT
Low Qualification and High Reward
High Qualification and High Reward
High Qualification and Low Reward
Low Qualification and Low Reward
SMALL LUXURIES• Brand Identification• “Hedonistic” Features• Fast Delivery• Price• Social Proof
NEEDED SUPPLIES• “Utility” Features• Guarantees• Fast Delivery• Application
Information
BIG LUXURIES• Ways to “Envision” Usage &
Ownership• Bundling of Experience• Experiential Information &
Media
SOLVING PROBLEMS• Tailored Risk Aversion
Messaging• Specific Use Cases
and Testimonials• Extensive Utilization
Information and Media
Men vs Women and Scanning
TRANSACTIONPERSUASIONNAVIGATIONAWARENESS
Mediative Heat Maps
Intent and Scanning
TRANSACTIONPERSUASIONNAVIGATIONAWARENESS
FOCUSED INTENT (TOP DOWN)NO INTENT (BOTTOM UP)Mediative Heat Maps
Entry Pages and Information Scent
TRANSACTIONPERSUASIONNAVIGATIONAWARENESS
FIRST SECOND
Mediative Heat Maps
Entry Pages and Information Scent
TRANSACTIONPERSUASIONNAVIGATIONAWARENESS
SECOND SECOND
Mediative Heat Maps
Entry Pages and Information Scent
TRANSACTIONPERSUASIONNAVIGATIONAWARENESS
3 TO 5 SECONDS
Mediative Heat Maps
• OFTEN USED TO CREATE “MENTAL MAP” OF THE SITE
• USED TO BROWSE CATEGORIES AND DEPARTMENTS
• TESTING OF TAXONOMY, USABILITY AND HIERARCHY USUALLY REQUIRED
• ENSURE CONSISTENT PRESENTATION THROUGHOUT THE SITE, INCLUDING MOST POPULAR ENTRY POINTS
• ENSURE COMPATIBILITY ACROSS DEVICES AND PLATFORMS
• OFTEN PRODUCT SPECIFIC SEARCHES
• MAY BE USED AS AN “ESCAPE HATCH” FROM NON-INTUITIVE NAVIGATION STRUCTURES
• PRODUCT DATABASES MUST ACCOMMODATE DIFFERENT SEARCHING STRATEGIES
• TESTING OF RESULTS FORMATS AND USABILITY REQUIRED
• USAGE WILL VARY DEPENDING ON BOTH INTENT AND TYPE OF USER
Typical Navigation Issues
TRANSACTIONPERSUASIONNAVIGATIONAWARENESS
• REQUIRES PATH AND INTENT ANALYSIS TO MAXIMIZE LINKING OPPORTUNITIES
• CAN BE USED TO CROSS SELL AND UPSELL IF SUPPORTED BY RESEARCH AND TESTING
• ENSURE THAT EMBEDDED LINKS DON’T LEAD TO DEAD ENDS OR DERAIL CONVERSIONS
• TEST DIFFERENT TYPES OF LINKS AND INFORMATION SCENT – THUMBNAILS VS TEXT VS ICONS, ETC
INTERNAL SITE SEARCH NAVIGATION MENUS EMBEDDED LINKS
Typical Awareness Issues
TRANSACTIONPERSUASIONNAVIGATIONAWARENESS
• TEST MESSAGING FOR EFFECTIVENESS
• TEST MESSAGING AGAINST ACTUAL BEHAVIORS
• TEST DEVICE SPECIFIC MESSAGING
• TEST DIFFERENT TYPES OF TARGETING (GEO, DAY PART, BEHAVIOR, CONTEXTUAL)
• TEST FORMATS (TEXT, DISPLAY, NATIVE, RICH)
MESSAGING
• IS MESSAGING CONSISTENT ALONG CONVERSION PATH (IE AD TO LANDING PAGE)?
• IS BRANDING CONSISTENT?
• ARE FEATURED OFFERS EASY TO FIND ALONG PATH
• ARE LEAD CONVERSION TRIGGERS APPROPRIATE TO STAGE?
CONTINUITY
• IS MESSAGING TAILORED TO REFERRAL SOURCE (I.E. SEARCH VS NATIVE)?
• HAVE DIFFERENCES IN DEVICES BEEN TAKEN INTO ACCOUNT?
REFERRAL SOURCES
• IS MESSAGING TESTED FOR DIFFERENT INTENTS (IE RESEARCH VS PURCHASE)?
• ARE INTENTS DEVICE SPECIFIC?
• DO INTENTS VARY BY TARGETED MARKETS?
• DO INTENTS VARY BY PRODUCT CATEGORY?
INTENT
Choosing a Testing Framework
PROS
• TYPICALLY START WITH A/B TESTING• GOOD FOR TESTING FAIRLY BIG VARIATIONS• CAN LEAD TO RAPID INCREASES IN PERFORMANCE• EASY AND FASTER WAY TO TEST “HUNCHES” FROM
QUALITATIVE WALK THROUGHS AND ANALYTICS• USEFUL TO NARROW DOWN AND RULE OUT TESTING
OPTIONS
CONS
• MORE TIME CONSUMING THAN MULTIVARIATE TESTING
• LIMITS TO VARIABLES TO BE TESTED• DIFFICULT TO DRILL DOWN TO DETAILED INSIGHTS
ON PERFORMANCE
A/B TESTING
PROS
• GOOD FOR TESTING MULTIPLE VARIABLES QUICKLY• GOOD FOR FINE TUNING DESIGNS AND LAYOUTS• CAN BE DONE AS PART OF CONTINUOUS
IMPROVEMENTS• BETTER UNDERSTANDING OF INDIVIDUAL ELEMENT
IMPACTS• TYPICALLY FEWER DESIGN CHANGES REQUIRED
PRIOR TO TESTING
CONS
• REQUIRES MORE TRAFFIC FOR STATISTICAL SIGNIFICANCE
• LESS EFFECTIVE FOR TESTING MORE SIGNIFICANT CHANGES
MULTIVARIATE TESTING
Outliers are Opportunities
A Tale of Two Handbags
How is the product found?
• 10% external marketing campaigns
• 40% Browse
• 50% Onsite Search
What is the add to cart rate?
• 6.58%
A Tale of Two Handbags
How is the product found?
• 13% external marketing campaigns
• 40% Browse
• 47% Onsite Search
What is the add to cart rate?
• 3.04%
Identify a Hypothesis
Minimize Variables When Testing
Answer Questions with Content
Before (Version 1) After (Version 2)
Results
Takeaways
• Test? Yes! Test to continually improve the customer experience
• Be wary of building a hypothesis solely on your own point of view
• Limit variables to make the findings clear
• The amount of “persuasion” necessary isn’t the same for all use cases
• Look for opportunities in the outliers
