Digital&Wise customer journey

1. Don’t Trust the Experts, Test Everything
Creating the Ultimate Customer Journey Roadshow - Manchester
George Ioannou
Digital & Wise
9/18/2013

2. Why are we all here?
2 @georgeioannou | @digitalandwise

3. 3 @georgeioannou | @digitalandwise

4. Ensure you Attract and Not Distract…
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Image Found: http://customermagnet.com/

5. Who am I?
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6. Some of our clients
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8. Trust No One, Test Everything!
• Don’t rely on
expertise
• Start A/B and
multivariate testing
– Test multiple page
layouts
– Navigation and
common parts
– Optimise content,
special offers etc.
– Segment and target
8 @georgeioannou | @digitalandwise
Image Found: http://www.crystalclearwriting.co.uk/

9. Setting up a Testing Culture
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10. Setting Up a Team for Success
Project
Lead
MVT
Project
Copywriter
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MVT
Developer
Designer
Marketer
Analyst

11. Project Team Structure
Project
Lead
MVT
Developer
Designer
Copywriter Marketer
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Client
?
?
?
Analyst

12. What Do We Test?
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13. EVERYTHING!
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14. touch
Recency icons
promotions
Fonts
Error messaging
size
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language
internationalisation
Colour
Tone of voice
copy
buttons
navigation
Product descriptions
Checkout > paths >
resolutions
devices
Browsers
referrals
Landing pages
headers
footers
Form fields
Security messaging
“Customer service”
sales
Repeat visitors visitors visitors
Loyalty
Loyalty
Loyalty
Loyalty
Loyalty
Loyalty
frequency
FORMatting

15. Revenue
Driven
Insight
Driven
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Internal
Dispute
Resolution
The 3 Main Test Types
Successful testing

16. Revenue
Driven
Insight
Driven
16 @georgeioannou | @digitalandwise
Internal
Dispute
Resolution
The 3 Main Test Types
Successful testing

17. Increasing Ecommerce Revenue
Drive Qualified Traffic to the Site
Increase Conversion Rate
Increase Average Order Value
Increase Frequency of Purchase
Increase Customer Tenure
17 @georgeioannou | @digitalandwise

18. Revenue
Driven
Insight
Driven
18 @georgeioannou | @digitalandwise
Internal
Dispute
Resolution
The 3 Main Test Types
Successful testing

19. Image Found: http://mistakesaregoodies.files.wordpress.com/2012/02/happy.jpg?w=920
19 @georgeioannou | @digitalandwise

20. Revenue
Driven
Insight
Driven
20 @georgeioannou | @digitalandwise
Internal
Dispute
Resolution
The 3 Main Test Types
Successful testing

21. 21 @georgeioannou | @digitalandwise

22. Image Found: http://images.fineartamerica.com/images-medium-large/grinning-hippo-george-cathcart.jpg
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23. Our Process
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24. Audit /
Analysis of
Site
Our Process
Monitor &
Report
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Team
Workshops
Proposed
Tests
Build Approval
Preview &
Set to Live

25. Some of Our Findings
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27. Product Information Tabs
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28. Tab – Delivery & Services
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29. Tab - Reviews
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30. Homepage Review
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31. Tips
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32. Tips
• 5 Things to
Remember
– Make testing a culture
not just an activity
– Define success,
ensure it’s quantifiable
– Think of the user and
their journey
– Nothing is sacred,
challenge assumptions
– Ask questions of the
results
32 @georgeioannou | @digitalandwise
Image Found: http://www.anotherfaceinthecrowd.com/

33. Tools
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34. Additional tools are great if…
• You’re stuck for test ideas
• You have limited resource
• You have limited time
• You have traditional usability practices within your
organisation which you’d like to bring to testing
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35. Handy Tools
Trello
www.trello.com
 Share ideas
 Quick view of what going
on within testing plan
 Next steps..
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36. Handy Tools
Feng-GUI
www.feng-gui.com
 Optimise layouts
 Identify potential weak
spots
 Location of brand and
branding effectiveness
36 @georgeioannou | @digitalandwise

37. Handy Tools
 Loop11
 www.loop11.com
 Create professional
usability tests in minutes
 Conduct remote user
testing
 See the results of your
user test online –
instantly.
37 @georgeioannou | @digitalandwise

38. Handy Tools
Five Second Test
www.fivesecondtest.com
 Quick proposition check
 UI feedback
 Extracts the frequent
keywords places in to
graph
38 @georgeioannou | @digitalandwise

39. Handy Tools
Silverback
www.silverbackapp.com
 Capture screen activity
 Video the tester’s face
 Record the tester’s voice
39 @georgeioannou | @digitalandwise

40. Handy Tools
UXPin
www.uxpin.com
 Collaborative wireframe
editing
 Responsive design
 Drag & drop library
elements
 Preview prototypes
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41. Now for a little fun…
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44. For every $92 spent
acquiring customers, only
$1 is spent converting
them
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45. For 2 years running, A/B
testing is the most used
method for improving
conversion
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46. 75% of companies split test
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47. 44% of companies split test
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48. 38% of consumers
abandoned carts when
delivery estimates
exceeded 7 days
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49. Conversion rates are 105%
higher for consumers who
interact with ratings &
reviews
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50. Finally…
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51. Thanks for listening and keep in touch!
My name is George Ioannou
You can reach me via:
Email: george@digitalandwise.com
Twitter: @georgeioannou
LinkedIn: www.linkedin.com/in/georgeioannou
51 @georgeioannou | @digitalandwise