representing the user

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Represent ing Tomas Vaitulevicius @earnedmarketing Rightmove the User

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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.

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Page 1: Representing the User

RepresentingTomas Vaitulevicius@earnedmarketing

Rightmovethe User

Page 2: Representing the User

Who works for a company where Analytics say jump and the Business asks how high?

Well… Neither do I

Page 3: Representing the User

Top 10 UK website100m Visits1.5bn Page Views

90% market penetration

60%-80% market share of UK users

73% profit margin

Page 4: Representing the User

10k+ distinct customers

Revenue more sensitive to sales and customer service

Varied levels of value measurementamong customers

Long term fixed subscription contracts

Page 5: Representing the User

< 2008 – Log counting

The history of Analytics at Rightmove – before 2008 all we had was scripts counting access logs

Page 6: Representing the User

> 2008 – Move to Web Analytics

REPORTING | DASHBOARDS | INSIGHTS

We then moved into Click-Stream Analytics and tried to deliver actionable insights

Page 7: Representing the User

But for some reason we were creating little change / action

Page 8: Representing the User

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

Page 9: Representing the User

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!

Page 10: Representing the User

Finding the

PassionWe found the passion that ignites change through overlaying the hard data

with direct input from real users of our product

Page 11: Representing the User

Getting user input

Usability Studies

Voice-of-customer

Session Reviews

Surveys Web analyticsMVTs

Page 12: Representing the User

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!

Page 13: Representing the User

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

Page 14: Representing the User

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.

Page 15: Representing the User

Voice-of-customer

Usability studies

Session Reviews Surveys MVTs Web

analytics

Social Listening – All Social Networks

Cheap, Quick & Public

Page 16: Representing the User

“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

Page 17: Representing the User

“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

Page 18: Representing the User

“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

Page 19: Representing the User

Session reviews

Usability studies Surveys MVTs Web

analyticsVoice-of-customer

Session Replay (Server-side Recording) - Tealeaf

Page 20: Representing the User

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

Page 21: Representing the User

Session reviews

Usability studies Surveys MVTs Web

analyticsVoice-of-customer

Session Replay (Browser-side recording) - GhostRec

Page 22: Representing the User

Session reviews

Usability studies Surveys MVTs Web

analyticsVoice-of-customer

Heat Mapping

Page 23: Representing the User

NPS - Vovici

SurveysUsability studies MVTs Web

analyticsVoice-of-customer

Session reviews

Page 24: Representing the User

Qualaroo

Usability studies MVTs Web

analyticsVoice-of-customer

Session reviews

This is where qualitative really meets quantitative

Surveys

Page 25: Representing the User

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

Page 26: Representing the User

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

Page 27: Representing the User

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…

Page 28: Representing the User

MVTs

Usability studies

Web analytics

Voice-of-customer

Session reviews Surveys MVTs

…and tested a (semi-random) variety of Call-to-Action buttons

Page 29: Representing the User

MVTs

Usability studies

Web analytics

Voice-of-customer

Session reviews Surveys MVTs

The colour did make a little bit of a difference…

Page 30: Representing the User

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

Page 31: Representing the User

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

Page 32: Representing the User

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!

Page 33: Representing the User

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

Page 34: Representing the User

This is the easy part…

Usability studies

Voice-of-customer

Session reviews Surveys Web

analyticsMVTs

Page 35: Representing the User

Questions?

Usability studies

Voice-of-customer

Session reviews Surveys Web

analyticsMVTsMVTsSurveysSession

reviewsVoice-of-customer

Usability Studies