My slide deck from Conversion Jam #3 in Stockholm - a short roundup of tools and tips for analytics, growth rate optimisation and conversion junkies!

1. Toolkits and Tips : for Conversion Pros
10th Sep 2013 @OptimiseOrDie

2. @OptimiseOrDie
Timeline
- 1998 1999 - 2004 2004-2008 2008-2012

3. Belron Brands
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4. SE
O
@OptimiseOrDie
PP
C
UX Analytics
A/B and Multivariate testing
Customer Satisfaction
Design
QADevelopment
40+ websites, 34 countries, 19
languages, €1bn+ revenue
Performance
8 people

6. @OptimiseOrDie
Hands on tools!

7. Top Tools & Tips
#1 Session Replay
#2 Voice of Customer
#3 Survey Tools
#4 Browser & Email testing
#5 Guerrilla Usability
#6 Collaboration tools
#7 Split testing
#8 Performance
#9 Crowdsourcing
#10 Call tracking
#11 Analytics love
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8. #1 - Session Replay
• Vital for optimisers & fills in a ‘missing link’ for insight
• Rich source of data on visitor experiences
• Segment by browser, visitor type, behaviour, errors
• Forms Analytics (when instrumented) are awesome
• Can be used to optimise in real time!
Session replay tools
• Clicktale (Client) www.clicktale.com
• SessionCam (Client) www.sessioncam.com
• Mouseflow (Client) www.mouseflow.com
• Ghostrec (Client) www.ghostrec.com
• Usabilla (Client) www.usabilla.com
• Tealeaf (Hybrid) www.tealeaf.com
• UserReplay (Server) www.userreplay.com
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9. 9

10. 10

11. #2 - Feedback / VOC tools
• Anything that allows immediate realtime onpage feedback
• Comments on elements, pages and overall site & service
• Can be used for behavioural triggered feedback
• Tip! : Take the Call Centre for beers
• Kampyle
www.kampyle.com
• Qualaroo
www.qualaroo.com
• 4Q
4q.iperceptions.com
• Usabilla
www.usabilla.com

12. #3 - Survey Tools
• Surveymonkey www.surveymonkey.com (1/5)
• Zoomerang www.zoomerang.com (3/5)
• SurveyGizmo www.surveygizmo.com (5/5)
• For surveys, web forms, checkouts, lead gen – anything with
form filling – you have to read these two:
Caroline Jarrett (@cjforms)
Luke Wroblewski (@lukew)
• With their work and copywriting from @stickycontent, I
managed to get a survey with a 35% clickthrough from email
and a whopping 94% form completion rate.
• Their awesome insights are the killer app I have when
optimising forms and funnel processes for clients.
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13. #4 – Test or Die!
Email testing www.litmus.com
www.returnpath.com
www.lyris.com
Browser testing www.crossbrowsertesting.com
www.cloudtesting.com
www.multibrowserviewer.com
www.saucelabs.com
Mobile devices www.perfectomobile.com
www.deviceanywhere.com
www.mobilexweb.com/emulators
www.opendevicelab.com
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14. #5 – Zero Budget Testing
• Some low budget testing tools:
CamStudio (free)
www.camstudio.org
Mediacam AV (cheap)
www.netu2.co.uk
Silverback (Mac)
www.silverbackapp.com
Screenflow (Mac)
www.telestream.net
UX Recorder (iOS), Skype Hugging, Reflection
www.uxrecorder.com & bit.ly/tesTfm & bit.ly/GZMgxR
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15. #6 – Collaboration tools
Oh sh*t
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16. #6 – Basecamp (Project management)
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17. #6 - Join.me (free screen sharer)
17
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18. #6 – Trello (task & project)
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19. #6 - Pivotal Tracker (Agile, Lean)
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20. • LucidChart
#6 - Cloud Collaboration (flowcharting)
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21. • Webnotes & Protonotes
#6 - Cloud Collaboration (feedback)
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22. • Conceptshare
#6 - Cloud Collaboration (feedback)
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23. #7 - Split testing tools – Cheap!
• Google Content Experiments
bit.ly/Ljg7Ds
• Multi Armed Bandit Explanation
bit.ly/Xa80O8
• Optimizely
www.optimizely.com
• Visual Website Optimizer
www.visualwebsiteoptimizer.com
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24. #8 - Performance
• Google Site Speed
• Webpagetest.org
• Mobitest.akamai.org24
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25. Site Size Requests
The Daily Mail 4574k 437
Starbucks 1300k 145
Direct line 887k 45
Ikea (.se) 684k 14
Currys 667k 68
Marks & Spencers 308k 45
Tesco 234k 15
The Guardian 195k 35
BBC News 182k 62
Auto Trader 151k 47
Amazon 128k 16
Aviva 111k 18
Autoglass 25k 10
Real testing : mobitest.akamai.com
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26. Slides : slidesha.re/PDpTPD
If you really care, download this deck:
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27. Scare the Ecom or Trading director:

28. Som, feedbackRemote UX tools (P=Panel, S=Site recruited, B=Both)
Usertesting (B) www.usertesting.com
Userlytics (B) www.userlytics.com
Userzoom (S) www.userzoom.com
Intuition HQ (S) www.intuitionhq.com
Mechanical turk (S) www.mechanicalturk.com
Loop11 (S) www.loop11.com
Open Hallway (S) www.openhallway.com
What Users Do (P) www.whatusersdo.com
Feedback army (P) www.feedbackarmy.com
User feel (P) www.userfeel.com
Ethnio (For Recruiting) www.ethnio.com
Feedback on Prototypes / Mockups
Pidoco www.pidoco.com
Verify from Zurb www.verifyapp.com
Five second test www.fivesecondtest.com
Conceptshare www.conceptshare.com
Usabilla www.usabilla.com
#9 – UX Crowd tools
28
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29. #10 – Cheap call tracking
Step 1 : Add a unique phone number on ALL channels
(or insert your own dynamic number)
Step 2 : For phones, add “Tap to Call” or “Click to Call”
• Add Analytics event or tag for phone calls!
• Very reliable data, easy & cheap to do
• What did they do before calling?
• Which page did they call you from?
• What PPC or SEO keyword did they use?
• Incredibly useful – this keyword level call data
• What are you over or underbidding for?
• Will help you shave potentially 20%+ off costs!
• Which online marketing really sucks?
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30. #10 – And desktops?
Step 1 : Add ‘Click to reveal’
• Can be a link, button or a collapsed section
• Add to your analytics software
• This is a great budget option!
Step 2 : Invest in call analytics
• A paid solution (see next slide)
• Unique visitor tracking for desktop
• Gives you that detailed marketing data
• Easy to implement
• Integrates with your web analytics
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31. 0.0
5.0
10.0
15.0
20.0
25.0 safelit
windshieldchiprepair
safelitewindshield
autoglass
autowindowreplacement
safelightauto
autoglassrepair
windshieldreplacementcosts
safeliteautoglass
safeautoglass
safeliterepair
windshield
autoglassreplacement
carglass
safelitelocations
autoglassrepairquotes
windshieldrepair
mobilewindshieldreplacement
replacewindshield
carwindshieldrepair
newwindshieldcost
autoglasswindshieldreplacement
carwindowrepaircost
safegl
autoglassrepairhoustontx
windshieldcrack
Phone to Booking Ratio

32. @OptimiseOrDie

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

34. #10 - So what does phone tracking get you?
• You can do it for free on your online channels
• It’s really easy to implement on mobile websites
• If you have support or sales by phone, you NEED this
• My clients typically get 20-60% reduction in Google
CPA (cost per conversion) through optimisation
• It lets you route, experiment and track all phone
contact and outcomes in the call centre
• You can finally close the loop on complete online
tracking (post call outcome)
• The future will involve cloud telephony – get in early!

35. #11 : Your analytics is broken!
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36. #11 : Solutions
• Get a Health Check for your Analytics
– Try @prwd, @danbarker, @peter_oneill or ask me!
• Invest continually in instrumentation
– Aim for at least 5% of dev time to fix + improve
• Stop shrugging : plug your insight gaps
– Change ‘I don’t know’ to ‘I’ll find out’
• Look at event tracking (Google Analytics)
– If set up correctly, you get wonderful insights
• Would you use paper instead of a till?
– You wouldn’t do it in retail so stop doing it online!
• How do you win F1 races?
– With the wrong performance data, you won’t
@OptimiseOrDie

37. How is it working out for Craig?
• Methodologies are not Real Life ™
• It’s mainly about the mindset of the team and
managers, not the tools or methodologies used
• Not all my clients have all the working parts
• Use some, any techniques instead of ‘guessing’
• Blending Lean and Agile UX with conversion
optimisation techniques is my critical insight from
the last 5 years:
Belron World Conversion Rate Increase:
2009 +5%, 2010 +10%, 2011 +15%, 2012 +25%
Rush Hair (Within 6 months this year)
Total Bookings +65% and Phone +58% (£M’s)
• Don’t over complicate it. JFDI.
37

38. Is there a way to fix this then?
38
Conversion
Heroes!
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39. Email
Twitter
: sullivac@gmail.com
: @OptimiseOrDie
: linkd.in/pvrg14
More reading. Download the slides! Questions…
39

40. So you want examples?
Examples of companies putting this stuff together in a good way:
• Belron – Ed Colley
• Dell – Nazli Yuzak
• Shop Direct – Paul Postance (now with EE)
• Expedia – Oliver Paton
• Schuh – Stuart McMillan
• Soundcloud – Eleftherios Diakomichalis & Ole Bahlmann
• Gov.uk – Adam Bailin (now with the BBC)
Read the gov.uk principles : www.gov.uk/designprinciples
And my personal favourite of 2013 – Airbnb!@OptimiseOrDie

41. #11 : Common problems (GA)
• Dual purpose goal page
– One page used by two outcomes – and not split
• Cross domain tracking
– Where you jump between sites, this borks the data
• Filters not correctly set up
– Your office, agencies, developers are skewing data
• Code missing or double code
– Causes visit splitting, double pageviews, skews bounce rate
• Campaign, Social, Email tracking etc.
– External links you generate are not setup to record properly
• Errors not tracked (404, 5xx, Other)
– You are unaware of error volumes, locations and impact
• Dual flow funnels
– Flows join in the middle of a funnel or loop internally
• Event tracking skews bounce rate
– If an event is set to be ‘interactive’ – it can skew bounce rate (example)
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42. END SLIDES
42
Feel free to steal, re-use, appropriate or otherwise lift
stuff from this deck.
If it was useful to you – email me or tweet me and tell me
why – I’d be DELIGHTED to hear!
Regards,
Craig.