This presentation is about how to enable your website to optimise the *rest* of your business. There are recommendations here for how to instrument your web analytics, so you can see cross channel contact and touch points. I've researched this thoroughly, and also give you a handy list of all the web analytics/call tracking companies of note. You'll find plenty of experiments to run with your call centre, and advice on how to track all of this crazy omni-channel and screen world. If you do ONE thing with this information, promise me this please - I will implement tracking for some of my major 'other' channels that web drives, including phone, contact forms or chat.

1. Craig Sullivan Group CX Manager Belron® Cross Channel Testing Insights, tips, the future @OptimiseOrDie

3. A/B and Multi-variate testing

4. Cross channel optimisation

5. User CenteredDesign

6. Usability testing

7. Customer Research & Insight

8. Web Analytics

9. Browser and email compatibility

10. Contact deflection and online self service

11. Site search analytics

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. Outline What is optimisation? Belron® Testing Culture The multiscreen and channel world Designing for multi channel Call centre optimisation Call and channel tracking Case study : Chat ROI Resources

18. What’s optimisation? @OptimiseOrDie

19. 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.

20. Belron®Testing Culture @OptimiseOrDie

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 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 25M page tests, 17 international tests live now ROI is > 100 x optimisation costs

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

24. It’s a multiscreen multichannel world @OptimiseOrDie

25. Insight - Inputs

27. Operating System % of all unique visitors

29. Designing for multi-platform @OptimiseOrDie

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

31. User Centered Design Research

32. Insight - Inputs

33. Multi channel and platform Insight

34. Our Tools Inputs See slide

35. What were the benefits? Very fast build – post research: 10 weeks to build 3 cross platform sites Focused on the user (but not driven by them) Customer services, the process, the contact channels – a BIG part of the design team effort Align business and tech capability with customer ‘models’ Rapid iterative design and build = fast feedback Design product and contact options for revenue Cross channel synergy really helps work out issues Higher overall grasp of service, lifted barriers, less pain... Big increase in incremental sales To get multi-channel right, you need to design across them. Lo budget testing can start with paper, webcam, £40!...

36. Cross Channel Optimisation @OptimiseOrDie

37. What is the ROI then? TV Comparison TV - Off TV - On +2.4% +6.4% -1.3% +14.8%

38. People images that suck…

39. Photo Guidelines Groups, vans, stores, corporate guff = NO Single person – not groups or even person + customer Open, Friendly, Natural, Smiling, Engaged = YES Uniform – has huge effect, even wearing branded ball cap improves conversion Look straight at viewer or slightly towards CTA Plain backgrounds only No folded arms, arms on hips, pointing, scowling, cheesy smiles, hands behind back, hanging useless by the side, clasped by groin, fiddling with hands Arms with prop instead – hold a clipboard, rag, tool – I’m working for *you* Female images work best in almost every country – they slay the guys Natural, authentic and not ‘model’ or ‘stock’ image types work best for people We get better images now, but we keep working on the guidelines! We still got a genital framing picture the other week Photoshoots and tests are now being used to drive advertising strategy Pre TV test of potential ‘actors’ on website. X factor meets split testing.

40. Call Centre optimisation Mini studies: Abandon testing Emergency phone switchoff & Overspill systems Contact deflection systems and self servicing Scripting Experiments APIs and other systems integration Chat testing Phone tracking

41. Abandon testing Reduce unwanted phone hangups. Remove corporate guffspeak Don’t mention the website, esp. if this is the web number (D’oh!) Don’t give a generic or corporate drone apology message Quote real KPIs and timings (ING direct, average queue time) Make routing emotionally driven – not confusing categories that map poorly onto customer needs Experiment with queue timing – find sweet spot, don’t overquote Test plan Two countries, big phone systems, Q4 2011 Test variants of messages, music, timings, amounts quoted Messages make a big impact – experiment freely with volumes Opportunity is large due to high call volumes we have What people hate vs. What people have on their company lines On a mission here!

42. Switchoff Overspill If you have spikes, have a throttle: Busiest TV & Radio campaign so far, Q2 2011 for Autoglass® Designed a phone ‘switchoff’ system, permanently on tap Routed majority of contact to a web form Prevented a backlog situation from developing Bought time and still exceeded customer expectations (<4h excellent) Used twice to dampen inbound call volumes Overspill systems: Get a UX designer to make you a fast entry system Make them simple, easy to learn and leverage your web platform Give API access to overspill companies Sometimes heavy IT integration isn’t needed No training, like Facebook

43. Contact deflection & self service People like immediate gratification! The iceberg of contact opportunity Make 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 improve Gamification of content? Adoption? LOVEFiLM Help Centre: Ratings, Deflection tracking, self service tracking Please view in your account, Please visit your account, Please check your next billing date, Your next billing date is 1 Feb What about your measurement? Basics – Ratings, Did you find this answer helpful? Intermediate – Tracking behaviour and contact channels Add tracking of self service events or behaviour Set up a game or reward structure Continually improve and get proof Add phone tracking - make avoidable contact visible Remove all barriers to self servicing for high cost/volume contacts Try Amazon, lol! Help experts? Sticky Content are brill.

44. Script Optimisation How can we optimise phone conversion? Dedicated test teams Script testing often limited Now – we can use A/B or MV testing, with API integration Try out 3,4,5 different versions of key areas or entire script ‘Wrapping’ sends XML message event, triggers analytics tag Analyse in the same way as an A/B or multi-variate web test Fast optimisation of handling scripts, using a mini lab Should yield 3-5% higher performing scripts, minimum Shows what variables drive script performance globally Aim for Q2 2012 for a proof of concept

45. Platform APIs Use of web platform APIs now for: Contact centre messages Facebook app Mobile site and apps Scheduling Analytics tag firing Just making APIs, automagically makes: People use them Improvements happen New ideas happen, that you didn’t expect Incompatible stuff get glued together Complex IT integration projects go away

46. A - Chat Split A B B - Chat C - Chat C Contact Us Contact Form Ringback Chat Testing

47. Damage Appt Details 1 Details 2 Damage Appt Details 1 Details 2 A - Chat Free B – With Chat 0844 371 0051 0844 371 0047 0844 371 0052 0844 371 0048 0844 371 0053 0844 371 0049 0844 371 0054 0844 371 0050

48. Chat testing 1 month trial – properly A/B tested Measured 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 conversion Assumption was big impact, huge impact! Anecdotally, a wonderful tool. Agreed. Customers happy, yes, but not in a good businessway Like putting your customer service desk into the street You must measure influences in contact volumes when trialling Chat Be 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 chat Your situation may differ – please TEST!

49. 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 -> wrapping Builds a link between web and call, finally

50. 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

51. Who? * I read up on these or talked to them. These are my picks.

52. 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? Linkage between marketing activity and phone ROI on web channels Which parts of your site drive contact Tagging supports GA, Omniture, Others Complete call analytics (including recording, if wanted)

53. 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 Integrate call centre events for maximum coverage If 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 keywords See your phone traffic in GA, Omniture and most packages

54. Belron Conversion ROI 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 (1s = 10k p.a.) Faster booking time (<4%) 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

55. Further reading… Any questions? Get in touch! : sullivac@gmail.com : @OptimiseOrDie : linkd.in/pvrg14 : slidesha.re/nlCDm6 Email Twitter Slideshare

56. 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