digital&wise mixingdigital published
DESCRIPTION
Digital&Wise customer journeyTRANSCRIPT
Creating the Ultimate Customer Journey Roadshow - Manchester
Don’t Trust the Experts, Test Everything
George Ioannou
Digital & Wise
9/18/2013
2 @georgeioannou | @digitalandwise
Why are we all here?
3 @georgeioannou | @digitalandwise
4 @georgeioannou | @digitalandwise
Ensure you Attract and Not Distract…
Image Found: http://customermagnet.com/
5 @georgeioannou | @digitalandwise
Who am I?
6 @georgeioannou | @digitalandwise
Some of our clients
7 @georgeioannou | @digitalandwise
8 @georgeioannou | @digitalandwise
• Don’t rely on expertise
• Start A/B and multivariate testing– Test multiple page
layouts– Navigation and
common parts– Optimise content,
special offers etc.– Segment and target
Trust No One, Test Everything!
Image Found: http://www.crystalclearwriting.co.uk/
9 @georgeioannou | @digitalandwise
Setting up a Testing Culture
10 @georgeioannou | @digitalandwise
MVT Project
Setting Up a Team for Success
11 @georgeioannou | @digitalandwise
Project Team Structure
Project Lead
MVTDeveloper
Designer
Copywriter Marketer
Client
?
?
?Analyst
12 @georgeioannou | @digitalandwise
What Do We Test?
13 @georgeioannou | @digitalandwise
EVERYTHING!
14 @georgeioannou | @digitalandwise
FontsColour
Tone of voice
copy
buttons
navigation
Product descriptionsCheckout > paths >
Error messaging
size
resolutionsdevices
Bro
wse
rs
referrals
Landing pages
headers
footers
Form fields
Security messaging
“Customer service”
touch
promotions
sales
Repeat visitors visitors visitors
LoyaltyLoyaltyLoyaltyLoyaltyLoyaltyLoyalty
languageinternationalisation
frequency
Recency icons
Logos
FORMatting
15 @georgeioannou | @digitalandwise
Revenue Driven Insight DrivenInternal Dispute
Resolution
The 3 Main Test Types
Successful testing
16 @georgeioannou | @digitalandwise
Revenue Driven Insight DrivenInternal Dispute
Resolution
The 3 Main Test Types
Successful testing
17 @georgeioannou | @digitalandwise
Increasing Ecommerce Revenue
18 @georgeioannou | @digitalandwise
Revenue Driven Insight DrivenInternal Dispute
Resolution
The 3 Main Test Types
Successful testing
19 @georgeioannou | @digitalandwise
Image Found: http://mistakesaregoodies.files.wordpress.com/2012/02/happy.jpg?w=920
20 @georgeioannou | @digitalandwise
Revenue Driven Insight DrivenInternal Dispute
Resolution
The 3 Main Test Types
Successful testing
21 @georgeioannou | @digitalandwise
22 @georgeioannou | @digitalandwise
Image Found: http://images.fineartamerica.com/images-medium-large/grinning-hippo-george-cathcart.jpg
23 @georgeioannou | @digitalandwise
Our Process
24 @georgeioannou | @digitalandwise
Audit / Analysis of
SiteTeam
Workshops
Proposed Tests
ApprovalBuild
Preview & Set to Live
Monitor & Report
Our Process
25 @georgeioannou | @digitalandwise
Some of Our Findings
26 @georgeioannou | @digitalandwise
27 @georgeioannou | @digitalandwise
Product Information Tabs
28 @georgeioannou | @digitalandwise
Tab – Delivery & Services
29 @georgeioannou | @digitalandwise
Tab - Reviews
30 @georgeioannou | @digitalandwise
Homepage Review
31 @georgeioannou | @digitalandwise
Tips
32 @georgeioannou | @digitalandwise
• 5 Things to Remember– Make testing a culture
not just an activity– Define success, ensure
it’s quantifiable– Think of the user and
their journey– Nothing is sacred,
challenge assumptions– Ask questions of the
results
Tips
Image Found: http://www.anotherfaceinthecrowd.com/
33 @georgeioannou | @digitalandwise
Tools
34 @georgeioannou | @digitalandwise
• You’re stuck for test ideas• You have limited resource• You have limited time• You have traditional usability practices within your
organisation which you’d like to bring to testing
Additional tools are great if…
35 @georgeioannou | @digitalandwise
Trello
www.trello.com
Share ideas Quick view of what going
on within testing plan Next steps..
Handy Tools
36 @georgeioannou | @digitalandwise
Feng-GUI
www.feng-gui.com
Optimise layouts Identify potential weak
spots Location of brand and
branding effectiveness
Handy Tools
37 @georgeioannou | @digitalandwise
Loop11 www.loop11.com
Create professional usability tests in minutes
Conduct remote user testing
See the results of your user test online – instantly.
Handy Tools
38 @georgeioannou | @digitalandwise
Five Second Test
www.fivesecondtest.com
Quick proposition check UI feedback Extracts the frequent
keywords places in to graph
Handy Tools
39 @georgeioannou | @digitalandwise
Silverback
www.silverbackapp.com
Capture screen activity Video the tester’s face Record the tester’s voice
Handy Tools
40 @georgeioannou | @digitalandwise
UXPin
www.uxpin.com
Collaborative wireframeediting
Responsive design Drag & drop library
elements Preview prototypes
Handy Tools
41 @georgeioannou | @digitalandwise
Now for a little fun…
42 @georgeioannou | @digitalandwise
True or False?
43 @georgeioannou | @digitalandwise
44 @georgeioannou | @digitalandwise
For every $92 spent acquiring customers, only
$1 is spent converting them
TRUE
45 @georgeioannou | @digitalandwise
For 2 years running, A/B testing is the most used method for improving
conversionTRU
E
46 @georgeioannou | @digitalandwise
75% of companies split test
FALSE
47 @georgeioannou | @digitalandwise
44% of companies split test
TRUE
48 @georgeioannou | @digitalandwise
38% of consumers abandoned carts when
delivery estimates exceeded 7 days
TRUE
49 @georgeioannou | @digitalandwise
Conversion rates are 105% higher for consumers who
interact with ratings & reviews
TRUE
50 @georgeioannou | @digitalandwise
Finally…
51 @georgeioannou | @digitalandwise
My name is George IoannouYou can reach me via:
Email: [email protected]
Twitter: @georgeioannou
LinkedIn: www.linkedin.com/in/georgeioannou
Thanks for listening and keep in touch!