Transcript
About me…
Sean Burton – Analytsean@analyt.co.uk | @analytdata | analyt.co.uk
I'm passionate about improving customer experience and business value by using
a blend of data, technology and psychology.
About me:
• Formerly the Director of Measurement at Seren Design Ltd.
• A 15 year career covering: eLearning, Content Management Systems,
Interaction Design, Product Management, Web Analytics, and Data
Visualisation.
• Extensive experience with FTSE 100 companies across financial,
telecommunication, gaming, and retail sectors.
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata
Usability is about human behaviour.
It recognises that people can be lazy, often
emotional, not always knowledgeable, and
like to do things in the easiest way possible.
The Key Digital Journey
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata
VisitAware Browse Engage Transact RepeatConsider
Acquisition Marketing
Site Development
Retention Marketing
The problem…
© Foviance
80% of companies believe
they deliver a ‘superior
experience’ to their
customers but only 8% of
their customers agree
Bain & Company
Harvard Management Update
‘Headline’ Conversion Rate – offline benchmarks
0
20
40
60
80
100
'High-ticket'
speciality
General
speciality
Footwear Clothing Department
store
Mixed-
goods
Grocery
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata
Source: RCT Analytics Ltd
Online = 2-3%
Purchase
CO
NV
ER
SIO
NS
ACQUISITION
STRATEGIESOrganic & Paid search, Email, etc
User Experience
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata
Measurement & Optimisation
Usability
“I got there in the end but it was a
struggle. I’ll probably try
www.acme.com next time.”
…not what I
expected
I’ll try another
site
This is a
nightmare!
Grrr, where’s the
phone?
What a load of
b*ll**ks!!
Interesting finding…
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata
“By improving user experience, a typical business can improve
sales by 64%.”
Hewson Group, 2003
© Foviance
What to measure:
- Web Analytics
- Survey Data
- User Research/Eye Tracking/EEM
- Call Centre
- Social Media
- Technical Performance
- Competitor Analysis
- CRM Data
Web Analytics
• Measuring trends
• Ranking content
• Spotting pain points• People leaving site
before doing anything
• Drop out of processes
• Error tracking
• Seeing effectiveness of marketing, by linking to site goals
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata
Surveys
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata
• Great way to gathering customer feedback
• Variety of invite methods
• Site overlay
• Feedback button
• Triggered
• One-off or as part of an on-going programme
• Can be very detailed, but in general, the shorter the better!
Surveys
A simple 5 question survey can provide significant insight:
• Visit Intent• Key site functions / customer
journeys
• Task Achievement• Did they manage to complete
the task
• Ease of use (CES)• How easy did they find the task
(0-7 scale)
• Recommendation (NPS)• Would they recommend you to
their friends/family (0-10 scale)
• Comments• A final free entry text box to
allow for clarifying or other comments.
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata
Site performance monitoring
3.21% 3.03%
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata
Good KPIs are “Übermetrics”…
Good KPI
Strategic measures of
success
ActionableEasy to
understand
Based onvalid data
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata
Services
Blended Measurement Solution
Analyt - what we do…
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata
Digital customer intelligence consultancy, specialising in services that optimise the Customer Experience (CX)
journey & drive digital business performance
Technical feasibility Audits
Business Requirements
Planning, Design and Metric Mapping
Implementation support
Reporting, automation and visualisation
Training, optimisation and maintenance
Customer advocacy and modelling
Optional On-going support
Data Analysis &
Visualisation
Web & Digital
Analytics
UX Design &
AccessibilityData Integration
& Automation
Planning
Auditing & Implementation
Support & Training
Surveys & Voice
of Customer
Example measurement framework
Automated technical
issues email sent to
operational teams
Customers with low
CSAT scores
contacted by
Customer Services
Customer invited to
community
Measure Act Advocate
Customer
encouraged to use
Social Media
Web Analytics
Operational &
Transactional data
Surveys
Measure CSAT + CES + Operational Performance
Analyse data to establish scale of impact and scope of recommended actionsContact Customer to explain
and/or resolve issue
Encourage customers to
join community
Data Visualisations
& Dashboards
Quarterly cross-
team Workshops
Free Text Mining
/ Verbatim Analysis
Daily/Weekly Rapid
Reporting
UX Review / lab
research / EEG
Operational teams
fix issues based on
cost/benefit
Data Analysis
Process
Optimisation
Training &
customised reports
to improve use of
data
Operational teams
investigate technical
issues
Data sources Techniques Outputs / Deliverables Operational activities Advocacy
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata
The Benefits
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata
Increase Revenues
More transactions
Greater transaction values
Higher advertising revenues
Stronger brand equity
Decrease Costs
Less support costs
Higher customer retention
Greater channel efficiency
Lower development costs
ROI
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata
Return
25.5m
2.75%
£56.70
£38.98m
£5.23m
Scenario 1 Scenario 2
% increase
+5%
+15%
+10%
% increase
+2%
+10%
+5%
Return
26.25m
2.87%
£59.40
£44.75m
£11m
Baseline
Visits 25m
Conversion Rate 2.5%
Order Value £54.00
Revenue £33.75m
Uplift
Case Study…
For every hour Apple spent calling their Detractors they generated $1,000 in additional revenue
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata
http://www.forbes.com/sites/stevedenning/2011/08/26/another-myth-bites-the-dust-how-apple-listens-to-its-customers/
The wrap up
Accept your baby may be ugly!
Be prepared to ‘watch’ and ‘listen’
Ensure ongoing measurement
The wrap up (cont)
Create remarkable moments
Act quickly and respond to change
Act quickly and respond to change
Understand
MeasureFix & Act
Advocate
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