Cross channel testing insights and recommendations - jump - oct 12 2011 - widescreen - craig sullivan
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Craig Sullivan, Group CX Manager at Belron®, emphasizes the importance of optimization in influencing customer behavior to improve business outcomes such as increased revenue and customer satisfaction. He discusses the testing culture at Belron®, highlighting various strategies including A/B testing, multivariate testing, and user-centered design, which have led to significant returns on investment. The document illustrates the need for continuous improvement through analytics, customer research, and performance measurement across multiple channels.
Cross channel testing insights and recommendations - jump - oct 12 2011 - widescreen - craig sullivan
- 1. Craig SullivanGroup CX ManagerBelron®Cross Channel TestingInsights, tips, the future@OptimiseOrDie
- 2. Naked self promotion@OptimiseOrDieConversion Rate Optimisation
- 3. A/B and Multi-variate testing
- 7. Customer Research & Insight
- 9. Browser and email compatibility
- 10. Contact deflection and online self service
- 12. Site, Page and Campaign optimisation
- 13. Test design and execution
- 14. A long usable site portfolio
- 15. ROI on UX improvements
- 16. Over 18 years of boring meetingsGroup CX Manager for Belron® (Autoglass)I get to do it with crowds
- 17. OutlineWhat is optimisation?Belron® Testing CultureThe multiscreen and channel worldDesigning for multi channelCall centre optimisationCall and channel trackingCase study : Chat ROIResources
- 19. A set of techniques, implemented in order to influence customer behaviour towards these outcomes:Increased revenue or profitIncreasing NPS (Customer Sat) scores Lower cost for business or contact centresIncreasing productivity or labour flexibilitySimply delighting customersWe may fail with 90% of what we try. The 10% of winners let us shift behaviour hugely and measurably.
- 21. 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.
- 22. Small team, big challengeTeam of 3- 2 Optimisers, 1 x part time designerHigher ROI or lower costs, without spending moreStuff that doesn’t hinder SEO, PPC, PerformanceMeasurable ROI - not ego or opinionFast return and low cost techniquesOver 25M page tests, 17 international tests live nowROI is > 100 x optimisation costs
- 23. Level 3Serious testingLevel 2Early maturityLevel 4Core business valueLevel 5You rock, awesomelyCultureNinja TeamTesting in the DNACross silo teamSystematic testsDedicated teamVolume opportunitiesSmall teamLow hanging fruitLevel 1Starter Level_____________________________________________________________________________________________ _ ProcessCompany wideOutline processWell developedStreamlinedLocal HeroesChaotic Good_______________________________________________________________________________________________+ Multi variateSession replayNo segments+Spread tool useDynamic adaptive targetingMachine learningRealtime+Funnel optimisationCall trackingSome segments Micro testing+Cross channel testingIntegrated CRO and analyticsSegmentationTestingfocusAd Hoc________________________________________________________________________________________________GuessingA/B testingBasic toolsBounce ratesBig volume landing pages+ Funnel analysisLow converting & High loss pagesMultichannel funnelsCross channel synergyAnalytics focus+ offline integrationSingle channel picture+ Funnel fixesForms analyticsChannel switches________________________________________________________________________________________________+Regular usability testing/researchPrototypingSession replayOnsite feedback+User Centered DesignLayered feedbackMini product tests+ Customer sat scores tied to UXRapid iterative testing and design+ All channel view of customerDriving offline using onlineAll promotion driven by testing Insightmethods________________________________________________________________________________________________AnalyticsSurveysContact CentreLow budget usabilityMissionContinual improvementGet buyinProve ROIScale the testingMine value
- 24. It’s a multiscreen multichannel world@OptimiseOrDie
- 25. Insight - Inputs
- 27. Operating System% of all unique visitors
- 30. Your ‘design’ team?Web/OnlinePesky Meddling Kids?MarketingWho designs this stuff anyway?BrandITTHE CUSTOMERLegalCEO
- 32. Insight - Inputs
- 33. Multi channel and platformInsight
- 35. What were the benefits?Very fast build – post research:10 weeks to build 3 cross platform sitesFocused on the user (but not driven by them)Customer services, the process, the contact channels – a BIG part of the design team effortAlign business and tech capability with customer ‘models’Rapid iterative design and build = fast feedbackDesign product and contact options for revenueCross channel synergy really helps work out issuesHigher overall grasp of service, lifted barriers, less pain...Big increase in incremental salesTo get multi-channel right, you need to design across them.Lo budget testing can start with paper, webcam, £40!...
- 37. What is the ROI then?TV ComparisonTV - OffTV - On+2.4%+6.4%-1.3%+14.8%
- 38. People images that suck…
- 39. Photo GuidelinesGroups, vans, stores, corporate guff = NOSingle person – not groups or even person + customerOpen, Friendly, Natural, Smiling, Engaged = YESUniform – has huge effect, even wearing branded ball cap improves conversionLook straight at viewer or slightly towards CTAPlain backgrounds onlyNo folded arms, arms on hips, pointing, scowling, cheesy smiles, hands behind back, hanging useless by the side, clasped by groin, fiddling with handsArms with prop instead – hold a clipboard, rag, tool – I’m working for *you*Female images work best in almost every country – they slay the guysNatural, authentic and not ‘model’ or ‘stock’ image types work best for peopleWe get better images now, but we keep working on the guidelines!We still got a genital framing picture the other weekPhotoshoots and tests are now being used to drive advertising strategyPre TV test of potential ‘actors’ on website. X factor meets split testing.
- 40. Call Centre optimisationMini studies:Abandon testingEmergency phone switchoff & Overspill systemsContact deflection systems and self servicingScripting ExperimentsAPIs and other systems integrationChat testingPhone tracking
- 41. Abandon testingReduce unwanted phone hangups. Remove corporate guffspeakDon’t mention the website, esp. if this is the web number (D’oh!)Don’t give a generic or corporate drone apology messageQuote real KPIs and timings (ING direct, average queue time)Make routing emotionally driven – not confusing categories that map poorly onto customer needsExperiment with queue timing – find sweet spot, don’t overquoteTest planTwo countries, big phone systems, Q4 2011Test variants of messages, music, timings, amounts quotedMessages make a big impact – experiment freely with volumesOpportunity is large due to high call volumes we haveWhat people hate vs. What people have on their company linesOn a mission here!
- 42. Switchoff OverspillIf you have spikes, have a throttle:Busiest TV & Radio campaign so far, Q2 2011 for Autoglass®Designed a phone ‘switchoff’ system, permanently on tapRouted majority of contact to a web formPrevented a backlog situation from developingBought time and still exceeded customer expectations (<4h excellent)Used twice to dampen inbound call volumesOverspill systems:Get a UX designer to make you a fast entry systemMake them simple, easy to learn and leverage your web platformGive API access to overspill companiesSometimes heavy IT integration isn’t needed No training, like Facebook
- 43. Contact deflection & self servicePeople like immediate gratification!The iceberg of contact opportunityMake people like you for not helping!If you stick it in help, will it go away?No elephant graveyard, please (FAQ)Instrument for analytics and ROI Set it up to measure and improveGamification of content? Adoption?LOVEFiLM Help Centre:Ratings, Deflection tracking, self service trackingPlease view in your account, Please visit your account, Please check your next billing date, Your next billing date is 1 FebWhat about your measurement?Basics – Ratings, Did you find this answer helpful?Intermediate – Tracking behaviour and contact channelsAdd tracking of self service events or behaviourSet up a game or reward structureContinually improve and get proofAdd phone tracking - make avoidable contact visibleRemove all barriers to self servicing for high cost/volume contactsTry Amazon, lol!Help experts? Sticky Content are brill.
- 44. Script OptimisationHow can we optimise phone conversion?Dedicated test teamsScript testing often limitedNow – we can use A/B or MV testing, with API integrationTry out 3,4,5 different versions of key areas or entire script‘Wrapping’ sends XML message event, triggers analytics tagAnalyse in the same way as an A/B or multi-variate web testFast optimisation of handling scripts, using a mini labShould yield 3-5% higher performing scripts, minimumShows what variables drive script performance globallyAim for Q2 2012 for a proof of concept
- 45. Platform APIsUse of web platform APIs now for:Contact centre messagesFacebook appMobile site and appsScheduling Analytics tag firingJust making APIs, automagically makes:People use themImprovements happenNew ideas happen, that you didn’t expectIncompatible stuff get glued togetherComplex IT integration projects go away
- 46. A - ChatSplitABB - ChatC - ChatCContact UsContact FormRingbackChat Testing
- 47. DamageApptDetails 1Details 2DamageApptDetails 1Details 2A - Chat Free B – With Chat0844 371 00510844 371 00470844 371 00520844 371 00480844 371 00530844 371 00490844 371 00540844 371 0050
- 48. Chat testing1 month trial – properly A/B testedMeasured all the contact channels for movements – what happened?Over a week, chat saves 17 calls – yay!But swapped that for 329 chats @ 8.25 minutes. Ouch.Increased ringback requests? Email form about the same.No statistically significant impact on conversionAssumption was big impact, huge impact!Anecdotally, a wonderful tool. Agreed.Customers happy, yes, but not in a good businesswayLike putting your customer service desk into the streetYou must measure influences in contact volumes when trialling ChatBe very careful – prove your ROI on any pilot.Only 7-10% use and out of those, less than 50% are influencable etc. etc.The productivity Myth of chatYour situation may differ – please TEST!
- 49. Call trackingHow it works:Rent a bank of numbersAdd a dynamic ‘tag’ to your pagePhone number appears automaticallyCustomer calls this numberCaptures the keywords, landing page, converting page, traffic sourceGeo mapping captures customer locationWhen 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 -> wrappingBuilds a link between web and call, finally
- 50. Call trackingWhy you should use it!Most people under-report on web driven phone contact or salesYou can’t work out your advertising effectiveness, if you don’t include phoneIf you don’t measure phone, your A/B tests may be wrongYou can capture all your web AND phone, in one easy interface Allows you a multi-channel view of all your contact sourcesLets you record offline campaigns as well with specific numbers (print, TV etc.)You can experiment with routing, messages, on hold music – much more easilyIf you can’t afford lots of phone numbers, this is an easy way to get tracking
- 51. Who?* I read up on these or talked to them. These are my picks.
- 52. Call trackingWhat data can you get?Data to keyword, group or traffic source level – for Phone contact/conversionsSplits by location, traffic source, time, dateData on the call – how long to answer, to abandon, call durationData post call – was there a sale?Linkage between marketing activity and phone ROI on web channelsWhich parts of your site drive contactTagging supports GA, Omniture, OthersComplete call analytics (including recording, if wanted)
- 53. Tracking tipsMake contact points trackable (phone, email, form, chat etc.)For example:Collapsible phone section on Contact Us form – tracks intentPhone ‘reveal’ icon, button or widget – tracks intentTap to call wrapper on PhoneUse a smart email form instead of email addressUse ‘ringme’ ringback functionalityIf email being generated, tweak subject lineIntegrate call centre events for maximum coverageIf you can’t buy phone tracking, make your own (mail me!)Use phone tracking for major traffic groups, say:PPC groups, Organic, Print, PPC, email, TV, Brand keywordsSee your phone traffic in GA, Omniture and most packages
- 54. Belron Conversion ROI12.4% from Web increase12.5% increase from Multi Variate Testing3.5% increase in downstream conversion rate4% increase in online conversion from mobile optimised siteReduced call time (1s = 10k p.a.)Faster booking time (<4%)5.5% increase in NPS (Customer sat) score Customer delight – feedback. Less questions and worriesTotal increase in conversion (measured) = 32%Actual increase in conversion = 41%NO additional marketing spend neededWeb Channel : ROI positive within 2 weeks
- 55. Further reading…Any questions? Get in touch! : [email protected] : @OptimiseOrDie : linkd.in/pvrg14: slidesha.re/nlCDm6EmailTwitterSlideshare
- 56. CRO and Testing resources101 Landing page tips : slidesha.re/8OnBRh 544 Optimisation tips : bit.ly/8mkWOB108 Optimisation tips : bit.ly/3Z6GrP32 CRO tips : bit.ly/4BZjcW57 CRO books : bit.ly/dDjDRJCRO article list :bit.ly/nEUguiSmashing Mag article : bit.ly/8X2fLk