representing the user
DESCRIPTION
Deck from speech at Big Data Innovation Summit 2014. Being a web company whose revenue comes from offline subscription by agents we have long struggled to embed Web Analytics into our business processes. The big change came when we started overlaying the classic Quantitative analytics with Qualitative input from our real users.TRANSCRIPT
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RepresentingTomas Vaitulevicius@earnedmarketing
Rightmovethe User
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Who works for a company where Analytics say jump and the Business asks how high?
Well… Neither do I
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Top 10 UK website100m Visits1.5bn Page Views
90% market penetration
60%-80% market share of UK users
73% profit margin
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10k+ distinct customers
Revenue more sensitive to sales and customer service
Varied levels of value measurementamong customers
Long term fixed subscription contracts
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< 2008 – Log counting
The history of Analytics at Rightmove – before 2008 all we had was scripts counting access logs
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> 2008 – Move to Web Analytics
REPORTING | DASHBOARDS | INSIGHTS
We then moved into Click-Stream Analytics and tried to deliver actionable insights
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But for some reason we were creating little change / action
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It wasn’t because of people not caring!
PRIDE| EXTRA-MILE | COMPETITIVE
People were interested in analytics and passionate about improving what they were doing, but couldn’t relate to the data and weren’t inspired to act
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Two Routes to Persuasion
Extremely powerful
Requires• High involvement• Ability to process
• Clear facts in your favour
Somewhat weaker to trigger
immediate action
RequiresNone of that
Central Peripheral
Understanding and internalising stats is hard – that’s what analysts are for.Getting everyone to act on data requires the addition of anecdotal & emotive drive!
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Finding the
PassionWe found the passion that ignites change through overlaying the hard data
with direct input from real users of our product
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Getting user input
Usability Studies
Voice-of-customer
Session Reviews
Surveys Web analyticsMVTs
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Usability Studies – Acumen Fieldwork
Usability Studies
Voice-of-customer
Session Reviews Surveys MVTs Web
analytics
For £100 Acumen can source for you a specific type of user for an hour’s usability session.This is very qualitative, but your user telling you why you suck is as emotive as it gets!
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Usability Studies
Voice-of-customer
Session Reviews Surveys MVTs Web
analytics
Remote Usability Testing - GoToMeeting
And you don’t even need to get people into your office – online/remote usability is great too
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Voice-of-customer
Usability studies
Session Reviews Surveys MVTs Web
analytics
User Feedback - UserVoice
UserVoice is great for getting a sense of relative priority among the desires of your users. It is also the perfect test to your company’s commitment to customer-centricity.
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Voice-of-customer
Usability studies
Session Reviews Surveys MVTs Web
analytics
Social Listening – All Social Networks
Cheap, Quick & Public
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“Digital experience (session) replay has emerged as the most effective method in helping to understand the customer experience, with three in five companies considering it ‘very’ effective. However, only a quarter (28%) of companies use this method. Digital experience replay is also considered the most effective method for identifying problems or issues with the digital experience, with the proportion of organisations saying this is a ‘very’ effective method increasing by 10% in the last 12 months.“
“Reducing Customer Struggle 2013”Econsultancy
Session reviews
Usability studies Surveys MVTs Web
analyticsVoice-of-customer
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“Digital experience (session) replay has emerged as the most effective method in helping to understand the customer experience, with three in five companies considering it ‘very’ effective. However, only a quarter (28%) of companies use this method. Digital experience replay is also considered the most effective method for identifying problems or issues with the digital experience, with the proportion of organisations saying this is a ‘very’ effective method increasing by 10% in the last 12 months.“
“Reducing Customer Struggle 2013”Econsultancy
Session reviews
Usability studies Surveys MVTs Web
analyticsVoice-of-customer
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“Digital experience (session) replay has emerged as the most effective method in helping to understand the customer experience, with three in five companies considering it ‘very’ effective. However, only a quarter (28%) of companies use this method. Digital experience replay is also considered the most effective method for identifying problems or issues with the digital experience, with the proportion of organisations saying this is a ‘very’ effective method increasing by 10% in the last 12 months.“
“Reducing Customer Struggle 2013”Econsultancy
Session reviews
Usability studies Surveys MVTs Web
analyticsVoice-of-customer
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Session reviews
Usability studies Surveys MVTs Web
analyticsVoice-of-customer
Session Replay (Server-side Recording) - Tealeaf
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Session reviews
Usability studies Surveys MVTs Web
analyticsVoice-of-customer
Session Replay (Server Logs) - Spyglass
Spyglass is our internal “replay” tool which is due to be released to the public
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Session reviews
Usability studies Surveys MVTs Web
analyticsVoice-of-customer
Session Replay (Browser-side recording) - GhostRec
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Session reviews
Usability studies Surveys MVTs Web
analyticsVoice-of-customer
Heat Mapping
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NPS - Vovici
SurveysUsability studies MVTs Web
analyticsVoice-of-customer
Session reviews
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Qualaroo
Usability studies MVTs Web
analyticsVoice-of-customer
Session reviews
This is where qualitative really meets quantitative
Surveys
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5 Second test
Usability studies MVTs Web
analyticsVoice-of-customer
Session reviews
Describe the website in three words. This immediately started a website redesign project!
Surveys
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5 Second test
Usability studies MVTs Web
analyticsVoice-of-customer
Session reviews
And the follow-up gave us confidence that we were moving in the right direction
Surveys
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Usability studies
Web analytics
Voice-of-customer
MVTs (Multivariate Tests)
Session reviews Surveys MVTs
MVT - the ultimate test of User Preference. In our first test ever we wanted more people to contact our agents…
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MVTs
Usability studies
Web analytics
Voice-of-customer
Session reviews Surveys MVTs
…and tested a (semi-random) variety of Call-to-Action buttons
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MVTs
Usability studies
Web analytics
Voice-of-customer
Session reviews Surveys MVTs
The colour did make a little bit of a difference…
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MVTs
Usability studies
Web analytics
Voice-of-customer
Session reviews Surveys MVTs
…but it was the text that created a step change through shifting the meaning of the CTA
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Big impact requires big changes
Usability studies
Web analytics
Voice-of-customer
Session reviews Surveys MVTs
Only testing small tweaks expect small changes in user behaviour
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Big impact requires big changes
Usability studies
Web analytics
Voice-of-customer
Session reviews Surveys MVTs
We don’t know better
Only testing variations that you think will increase the performance guarantees that you miss out on big impact findings!
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Usability studies
Web analytics
Voice-of-customer
Session reviews Surveys MVTs
Factor
Motivation
Aspects
Quick and easy
Not missing out
Fear of irrelevant information/trust
Register with multiple agents – buy/rent
Can’t find what you’re looking for
Factor
Visibility
Aspects
Location
Presentation
Factor
Usability
Aspects
Legibility / descriptiveness
Ease of use
We now use a framework of identifying Factors > Aspects > Variations to ensure that we cover all the factors/aspects that might impact performance instead of just testing 20 different colours
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This is the easy part…
Usability studies
Voice-of-customer
Session reviews Surveys Web
analyticsMVTs
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Questions?
Usability studies
Voice-of-customer
Session reviews Surveys Web
analyticsMVTsMVTsSurveysSession
reviewsVoice-of-customer
Usability Studies