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Design for Conversion 2008: keynote Steve Jackson
- 1. Doing A Conversion Assessment
Steve Jackson
Senior Consultant
Trainers’ House Analytics
- 2. My Story
• 1996 – 1999 Designer: Making awful websites from
brochures handed to me by a customer
• 1999 – 2001 Doing SEO & SEM (and in 99 purely by luck
got into web analytics)
• 2001 – 2003 Conversion became main focus;
By changing text like this;
“Wireless and wired M2M connectivity solutions offer reliable
data communications to remote devices and systems in a
number of industry verticals. In this section, you will find some
examples of our products in action. We hope this will make it
easier to choose which product(s) suit best for your own
application.”
To this (and measuring the effect);
“We design electronic gadgets that we attach to lifts. It makes it
possible for you to control that lift from anywhere in the world via the
internet. It can save a fortune in maintenance costs. Click here to
find out more... ”
25.9.2008 2 Copyright © Trainers’ House 2008
- 3. My Story
800% Conversion Improvement
Qualified Leads went from 1-2 a month to 16-20 a month.
Business deal average value was €150,000
• 2003-2008 – Set up my own company (Aboavista) which in
2006 was acquired by Satama which is now going by the
name of Trainers house. During this time by applying what
I’m about to show you I’ve saved clients €millions, improved
conversion rates drastically and even saved one guys job!
• Next.... all based on a true story....
25.9.2008 3 Copyright © Trainers’ House 2008
- 4. The Insight Model
Clickstream
Data
Competitive Experience
Data Data
Insights
1. Persona - All the evaluation is based on the needs and desires of one
persona, a fictional potential customer with his own needs, desires and
pain points.
2. Competitive data - How are we doing in comparison to our
competition?
3. Clickstream data - How do the visitors currently behave on the site?
4. Experience data - How are we doing in terms of usability and
psychology?
25.9.2008 4 Copyright © Trainers’ House 2008
- 5. Persona definition
Meet Tapio
Tapio is a 36 year old Finnish entrepreneur working for himself. Often working on the
road, in the office or from home, Tapio has a variety of different needs from his
broadband and his mobile service provider.
He needs primarily to be able to check email, store contacts and easily upload and
download files through secure networks.
His wife would also need a good home internet connection for her own home/office
lifestyle having even more needs for the ability to upload and download large files.
He is in the market for his own broadband connection and mobile phone contract.
25.9.2008 5 Copyright © Trainers’ House 2008
- 6. Persona definition
Heuristic persona
Goal Purchase broadband connection for home use
Tapio has decided he needs to get a broadband connection for his own
personal home use. He has just moved apartment and needs a new service. He
Scenario and his wife both know all the local brands but know through word of mouth that
they are in a buyers market and will use the Internet to find the best deal they
can.
• See what kind of broadband offers are available. Because Tapio knows the
Tasks brands he goes direct to the homepage to check out the deal information.
prior • Compare prices to that of competing brands which he does through
to Google.
purchase • Compare the full service offer across competing brands which he does
through Google.
The are a variety of broadband deals in Finland so it is important to find out
which suits his needs best. • Neither Tapio or his wife have any idea
• What is the price per month? how to install broadband and don’t
• How many service/price (speed to MB ratio) options are there and are they know anything about the technology.
clearly differentiated? • Tapio heard he needed a 100MB
Pain
• Does the cost vary based on usage? If so how? If not is the price fixed or connection because it’s fast but doesn’t
points
could there be hidden surprises? know how much benefit he will get for
Conside- the extra money.
rations • Tapios wife doesn’t want to use cables to connect to the Internet. Is the
broadband connection wireless? Does this cost more? • Tapio doesn’t understand how
and broadband can work with digital TV
questions • Do any free accessories (ie wireless modem) come with the service?
• Are there any free offers in Finland around broadband?
• If so are the free offers comparable in terms of features? • Laajakaista (Broadband)
• Tapio heard that a full system contract including Digital TV could be • Laajakaista Yhteys (Broadband
purchased with broadband access to the Internet? Does this come with the Search connection)
deal? terms • Laajakaista Nopeus (broadband
• Does it come home fitted? Is it manual installation? If so is it easy? speed/fast)
• Are there service guarantees? Money back options or trial periods? • Laajakaista Hinnat (broadband pricing)
25.9.2008 6 Copyright © Trainers’ House 2008
- 7. Competitive analysis
1. Designed to find out if competitors
Clickstream
Data are offering the same or better than
you to the persona with his
Competitive Experience previously mentioned pain points,
Data Data
needs and desires.
2. Overall score is a weighted
Insights average of the scores from
”Answering the needs of the
persona” and “Keyword relevance”.
3. Scored across 14 individual points
across the top 5 competing
websites. This is done through
Google in the case of this study.
4. Designed to find individual points of
improvement.
25.9.2008 7 Copyright © Trainers’ House 2008
- 8. Competitive analysis
Scoring: Overall score
Key findings
• Overall Score 1,83
out of 5
• All of your competitors
were stronger
• Consistent failure to
answer persona
questions as well as the
competition.
• Keyword relevance
consistently poorer than
that of the competition
25.9.2008 8 Copyright © Trainers’ House 2008
- 9. Competitive analysis
Scoring: Answering the need of the persona
25.9.2008 9 Copyright © Trainers’ House 2008
- 10. Competitive analysis
Scoring: Keyword relevance – unique factors
Key findings
• 1 key phrase (Nopeus) not relevantly represented. Tapio heard 100MB was
fast so is SGT Peppers option as fast? Faster than that? Does he need
100MB? Is he being misled? Where are the answers to these questions?
• Competition had higher scores due to more ”trigger word” relevance
appearing on their landing pages.
25.9.2008 10 Copyright © Trainers’ House 2008
- 11. Competitive analysis
Notes
• Tapio wanted a high speed wireless modem. When trying to
buy that via Sgt Pepper he thought he could get it IE (selected);
• The only link you can click then takes you to the store with the €19,90
package listed. Tapio was frustrated he couldn’t get the €34.80 package.
25.9.2008 11 Copyright © Trainers’ House 2008
- 12. Competitive analysis
Notes
Beelzebub makes it very simple:
• 4 easy to understand offers based
exactly around what Tapio wanted.
• Simple navigation
• No confusing re-directs
• The option to downgrade to cheaper
offers
25.9.2008 12 Copyright © Trainers’ House 2008
- 13. Competitive analysis
Conclusions
• There is a lot of room for improvement and gaining a competitive
advantage because the competition are also quite weak (though
better than Sgt Pepper).
• The competition is answering more of the target audiences
questions more effectively and therefore are likely to be
winning business from Sgt Pepper.
• Sgt Pepper are failing on everything except the free offers which
they advertise effectively. But free offers aren’t everything, indeed
only 10% of Tapio’s motivations are driven by free offers.
• Pricing is difficult to understand and answered no better than
anyone else. In one frustrating case for Tapio an option was
advertised which he could find no way to purchase.
• More explanation is needed around the service. What service
guarantees? How does broadband work? Will Sgt pepper help
set things up? Competition is also poor at most of these things.
This is a big opportunity.
25.9.2008 13 Copyright © Trainers’ House 2008
- 14. Competitive analysis
Recommendations
• Develop personas for broadband use.
• Develop content that answers their needs/motivations.
• Improve keyword relevancy on landing pages.
• Concentrate on improving answering needs & motivations
from your personas across various reach & engage elements.
25.9.2008 14 Copyright © Trainers’ House 2008
- 15. Clickstream Analysis
Clickstream • Overall score is a weighted average
Data
of the scores from ”Reach –
Competitive Experience Search”, “Reach Referrers” and “Site
Data Data Engagement”.
• Looking primarily at bounce rate and
exit rate as indicators of lack of
Insights interest as well as the purchase
funnel looking for low hanging fruit.
• Designed to find out if your site has
any major trends which need further
examination and pinpoint things
which need to improve.
• Scoring shows easy points of
improvement, graphs and tables
show absolute numbers.
25.9.2008 15 Copyright © Trainers’ House 2008
- 16. Clickstream analysis
Scoring: Overall score and unique factors
Key findings
• Opportunities to
improve across reach
referrers and direct
traffic.
• Opportunities to
improve site
engagement across
average bounce
rates, Broadband
(subject) bounce
rates and process
abandonment rates.
25.9.2008 16 Copyright © Trainers’ House 2008
- 17. Clickstream analysis
Visitor behaviour in Broadband Online Store
Funnel
How did the visitors proceed in the purchasing process?
Number of visits on each page during the past 4 weeks
Key findings
• 98.6% store abandonment rate from Broadband online store. Big opportunities for
improvement.
• Enormous drop off point between Choosing broadband speed and order SGT
Pepper PC page. (69% of all traffic that get to the store abandon here)
25.9.2008 17 Copyright © Trainers’ House 2008
- 18. Clickstream analysis
Visitor behaviour in Broadband Online Store
• Potential Disconnect
between Tapio and
page being viewed.
• Tapio is not looking for
a new screen, new PC
or a new games
console. He is trying
desperately to find that
wireless connection for
€34 a month.
25.9.2008 18 Copyright © Trainers’ House 2008
- 19. Clickstream analysis
Solid conclusions
• Bounce rate across the website needs improvement. 20-30%
would score 3. Currently over half of all traffic leaves without
doing anything at all.
• 6/10 visitors hitting broadband pages leave without doing
anything.
• Search engine marketing works on average better than
ordinary (referral) traffic.
• Direct traffic is worrying but this data has not been validated.
(Further investigation is required)
• Abandonment of the shopping cart is 98%. Around 69%
abandons from one page.
25.9.2008 19 Copyright © Trainers’ House 2008
- 20. Clickstream analysis
Recommendations
• Improve landing page relevance on top single access pages.
There were lots of keywords which were not relevant to the
main purpose of the Laajakaista pages (such as webmail,
playstation 3 & PS3)
• When looking at trigger keywords (based on Laajakaista) you
far better than average results (25% bounce). Improve the
SEM/SEO to test and target.
• Abandonment of the shopping cart is 98%. Around 69%
abandons from one page. Test this page – Try removing the
”extras” altogether or put the main call to action higher (and
above the page fold) so that the first thing Tapio sees is the click
to purchase what he has been trying to find.
25.9.2008 20 Copyright © Trainers’ House 2008
- 21. Experience Analysis
Clickstream
Data • Overall score is a weighted average
of the scores from ”Usability”,
Competitive Experience “Psychology” and “Nurture methods
Data Data
scored”.
• Designed to find out if your website
Insights is following best practices in these
three areas.
• Scored across 9 individual studies
across the Sgt Pepper website.
• Designed to find individual points of
improvement.
• Scores show direct areas of
improvement.
25.9.2008 21 Copyright © Trainers’ House 2008
- 22. Experience analysis
Scoring: Overall score and unique factors
Key Findings
• Opportunities to
improve across error
handling. (71% and
47% bounce rate
search engine and
404 page
respectively)
• Opportunities to
improve interactivity
and influence.
* Scale used is 0 – 5. Exact descriptions for each value are presented in the appendix.
25.9.2008 22 Copyright © Trainers’ House 2008
- 23. Experience analysis
Notes – Error handling
• Scored 2 points for having search engine in the not found page result as
shown:
25.9.2008 23 Copyright © Trainers’ House 2008
- 24. Experience analysis
Notes – Error handling
• These pages would have scored 5, serious but polite on the left and light
hearted but informative on the right
25.9.2008 24 Copyright © Trainers’ House 2008
- 25. Experience analysis
Notes – Error handling
• The internal search error:
• Simple things that could improve bounce rates:
Things like this could help
25.9.2008 25 Copyright © Trainers’ House 2008
- 26. Experience analysis
Notes – Interactivity
None of the following things exist that might have helped Tapio
make a decision:
• Onsite live help – Chat box could help with an instant query
• Blog with possibility to read visitor comments and make his own.
• Video/audio/images describing the service – ability to download for later use.
• Community forum – to read about experiences.
• Incentives to download files (IE manuals to help him understand how the
system works) in return for contact details.
• Online interactive tool or application that helps Tapio find out what he
needs – maybe a speed/MB application that allows him to understand what
kind of speed he needs rather than rely on word of mouth that ‘100MB is
good’.
25.9.2008 26 Copyright © Trainers’ House 2008
- 27. Experience analysis
Notes – Influence
Few of the following things exist that might have helped Tapio
make a decision
• Opt-in (as previously mentioned – email for downloads/help/information)
• Social proof (testimonials to quality of service) – a couple exist in the
business site.
• easy to understand language, descriptive images, human/feeling images,
free helpful downloads. All of these things help to convince Tapio that
you’re here to help and have good service.
• Links to PR about how good Sgt Peppers Broadband is or partners that
use it. Case studies about how people like Tapio have installed and fitted
their systems. Newsfeeds to get support.
25.9.2008 27 Copyright © Trainers’ House 2008
- 28. Experience analysis
Conclusions
• Sonera has scored above average because the site is quite well scored for
efficiency and general overall experience but there are still areas for
improvement.
• Interactivity could be improved.
• Influence and persuasive methods could be improved.
25.9.2008 28 Copyright © Trainers’ House 2008
- 29. Experience analysis
Recommendations
• Improve error handling as described (slides 37 - 39)
• Survey to see whether visitors would use onsite live help.
• Develop content like this;
http://www.moneysupermarket.com/c/broadband/speed-guide/2/
• Invite members to blog with moderated comments/build support forum.
• Develop broadband manual and make it an incentive based download so
that you can capture potential email addresses of prospects.
• Influence and persuasive methods could be improved.
25.9.2008 29 Copyright © Trainers’ House 2008
- 30. Sample Executive summary
Improvement categories
The Conversion assessment is designed to define areas of improvement that will help
improve conversion rates. We categorise potential fixes in 3 levels:
• Category Zero – Should and can be done immediately. Category zero means
the fix can be made in less than one day in house without budget approvals,
longer term site implications or large scale content development.
• Category 1 – testing could begin upon budget approval without longer term site
implications. It will take time and resources (though less than 1 week in man
hours) to set-up the testing.
• Category 2 – improvements mid-longer term and require steering group
approval and content development. Minimum 2 weeks resources and work
required to set-up the tests.
SGT Peppers points of improvement
This assessment has identified 14 points of improvement:
• 1 Category Zero (Slide 29 - 30 explain the problem specifically)
• 7 Category 1 level improvements (Recommendations slide 6 & 7)
• 6 category 2 level improvements (Recommendations slide 6 & 7)
25.9.2008 30 Copyright © Trainers’ House 2008
- 31. Sample Recommendations
Category Zero
• Abandonment of the shopping cart is 98%. Around 69% abandons from one
page. Test this page – (See slides 18-19)
Category 1
• Improve error handling as described
• Survey to see whether visitors would use onsite live help.
• Improve keyword relevancy on landing pages.
• Concentrate on improving answering needs & motivations from your current
personas across various reach & engage elements.
• Improve landing page relevance on top single access pages. There were lots of
keywords which were not relevant to the main purpose of the Laajakaista pages
(such as webmail, playstation 3 & PS3)
• When looking at relevant keywords (based on Laajakaista) you’re far better than
average results. Improve the SEM/SEO to test and target.
• Direct traffic is worrying but this data has not been validated. (Further
investigation is required)
25.9.2008 31 Copyright © Trainers’ House 2008
- 32. Sample Recommendations
Category 2
• Develop 4 key personas for broadband use.
• Develop content that answers their needs/motivations.
• Develop content like this;
http://www.moneysupermarket.com/c/broadband/speed-guide/2/
• Invite members to blog with moderated comments/build support forum.
• Develop broadband manual and make it an incentive based download so that
you can capture potential email addresses of prospects.
• Influence and persuasive methods could be improved.
25.9.2008 32 Copyright © Trainers’ House 2008
- 33. The Story Continues...
• Conversion assessments start at €6K (in Dutch)
• Steve Jackson
• Senior Consultant
• Trainers House Analytics Unit
• +358 50 343 5159
• steve.jackson@satama.com
Upcoming book (publish date April 09);
The Cult Of Analytics
Driving online marketing strategies using web analytics
Pre-register your interest free at;
http://www.blackbeak.com/the-cult-of-analytics/
25.9.2008 33 Copyright © Trainers’ House 2008