digital analytics: opening the gates to customer engagement

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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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

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Thank You! Questions?

www.CrossView.com