Groundswell - Mark Lilley - Maximise your return in search with UX & CRO … · 2017-10-23 ·...

Maximise your  return  in  search

Mark  Lilley19.10.2017

©  groundswellgrowth.com @GroundswellGro

Hello

Mark  Lilley

Co-­‐Founder  &  DirectorGroundswellgroundswellgrowth.com@GroundswellGro

Head  of  Ecommerce  Chain  Reaction  Cycles  – 5  years

©  groundswellgrowth.com @GroundswellGro

Who  are  Groundswell?

©  groundswellgrowth.com @GroundswellGro

Ecommerce  Experts

Experienced  and  Growth  focused

• Ecommerce  Consultancy  &  Strategy• Insight  &  Measurement• Digital  Marketing  – Paid  Search,  Display  &  Social• Conversion  Optimisation

©  groundswellgrowth.com @GroundswellGro

Agenda

What  are  we  going  to  talk  about?

1. Focus  on  the  complete  customer  journey

2. Insight  – the  what  and  the  why

3. Action  – maximise your  return

©  groundswellgrowth.com @GroundswellGro

1.  Focus  on  the  complete  customer  journey  

©  groundswellgrowth.com @GroundswellGro

https://www.kaushik.net/avinash/@avinash

©  groundswellgrowth.com @GroundswellGro

https://www.kaushik.net/avinash/@avinash

CRO  /  UX

SEO PPC

Insight

SEO PPC

CRO  /  UX

©  groundswellgrowth.com @GroundswellGro

How  to  fix  leaks!

Focus  on  what  matters

• Generate  Insights• Triangulate  &  Prioritise• Execute• Measure• Learn• Go  again!

©  groundswellgrowth.com @GroundswellGro

How  to  fix  leaks!

Focus  on  what  matters

• Generate  Insights• Triangulate  &  Prioritise• Execute• Measure• Learn• Go  again!

Insight

Prioritise

ExecuteMeasure

Learn

©  groundswellgrowth.com @GroundswellGro

Eat  your  own  dog  food!

Experience  your  own  experience

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2.  Insight  – the  what  and  the  why

Insight

Segmentation

SurveysSales  and  Call  

Centre

Session  Replay

Social  analytics

Customer  contact

Eye  tracking

Usability  testing

Forms  analytics Search  

analytics Voice  of  Customer

Market  research

A/B  and  MVT  testing

Big  &  unstructured  

data

Google  analytics

Competitor  evalsCustomer  

service

Insight

Segmentation

SurveysSales  and  Call  

Centre

Session  Replay

Social  analytics

Customer  contact

Eye  tracking

Usability  testing

Forms  analytics Search  

analytics Voice  of  Customer

Market  research

A/B  and  MVT  testing

Big  &  unstructured  

data

Google  analytics

Competitor  evalsCustomer  

service

©  groundswellgrowth.com @GroundswellGro

1.  Google  Analytics  Heath  Check

2.  Measurement  Planning  &  Framework

3.  Implementation  Plan

Google  Tag  Manager

DataLayer

Goal  Configuration

Event  Tracking

Content  Grouping

UTM  Tracking

4.  Data  Collection  &  Insight

Channel  Analysis

Device  Analysis

Full  Site  Journey

Checkout  Journey

Buyer  Profile

Standard  and  Advanced  Reports

©  groundswellgrowth.com @GroundswellGro

©  groundswellgrowth.com @GroundswellGro

Valuable  Reports

Create  Horizontal  View

• Custom  Report:  All  sessions,  PDP  Views,  Add  to  Basket,  Checkout  Starts,  Checkout  Completions

• Segment  by  device

• Insight:  High  level  view  of  customer  onsite  journey  and  drop  off  points

Note:  can  be  via  enhanced  ecommerce  or  manual

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Valuable  Reports

CR  by  Browser  Type  &  Device

• Custom  Report:  Browser,  Browser  Version,  Users,  CR,  Transactions  and  Revenue

• Segment  by  device

• Insight:  Identify  any  technical  or  UX  issues  for  specific  browsers  and  devices

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Valuable  Reports

Site  Speed

• Speed  and  perception  of  speed  play  a  vital  role  in  how  a  customer  rates  their  experience  on  site

• Standard  Report:  Behaviour  >  Site  Speed  >  Page  Timings

• Select  DOM  Timings  &  click  the  Data  View

• Insight:  Create  ranking  system  using  page  views  *  doc  interactive  time.  Shows  most  important  pages  to  address  speed  issues

©  groundswellgrowth.com @GroundswellGro

Valuable  Reports

Site  Search

• Customers  who  use  search  will  convert  higher  than  those  that  don’t!

• Custom  Report:  Search  Term,  Refined  Keyword,  Start  Page,  Exit  Page  and  Unique  Searches

• Insight:• Identify  top  pages,  Identify  top  pages  users  initiate  search

• Are  they  exiting  from  search  and  therefore  not  finding  results

• What  are  they  refining  to?

©  groundswellgrowth.com @GroundswellGro

Content  Grouping

How  to:

• Create  the  content  group  in  GA

• Create  the  required  variables  in  GTM

• Pass  variables  in  your  GA  Tag  in  GTM

Insight:

• View  KPIs  by  site  templates  /  groups

• Create  funnels  using  navigation  summary

• High  traffic  low  conversion,  High  traffic  high  bounce  /  exit

©  groundswellgrowth.com @GroundswellGro

Event  Tracking

How  to:• Create  event  tags  in  GTM  and  define  criteria

Insight:• Add  to  Basket  &  Start  Checkout  Goals• Zero  Search  Results:  add  aliases,  re-­‐directs,  fix  misspellings  etc.

• Feature  use:  identify  most  used  mega  menu  links  etc.

©  groundswellgrowth.com @GroundswellGro

Voice  of  Customer

How  to:

• Meet  regularly  with  customer  service  /  call  centre /  store

• NPS

• Exit  feedback on  Confirmation  Page

• “What  nearly  stopped  you  buying  today?”

• Exit  feedback  throughout  site

• “Please  tell  us  what  you  like  about  our  site  and  what  we  can  do  to  improve  it?”

©  groundswellgrowth.com @GroundswellGro

User  Testing

How  to:

• Moderated  -­‐ Get  anyone  not  familiar  with  your  site,  new  starts,  in-­‐store,  friends  and  family

• Depending  on  budget  -­‐ use  professionals

• Unmoderated  -­‐ usertesting.com,  whatusersdo.com,  usabilityhub.com,  peek.usertesting.com

• Give  them  an  example  scenario  and  run  short  test

• Make  the  test  as  natural  as  possible

• Any  testing  is  better  than  no  testing!

©  groundswellgrowth.com @GroundswellGro

3.  Action  – maximise your  return!

©  groundswellgrowth.com @GroundswellGro

Action

• Prioritisation  – triangulate  and  base  on  effort  and  potential  return

3  streams  of  Action

• Direct  -­‐ i.e.  update  /  improve  product  data  and  content,  source  new  products,  respond  to  customers,  fix  bugs etc.

• Roadmap  – Get  broken  things  fixed,  feature  addition  or  change  (following  user  centred  design  process)

• Conversion  Optimisation  – UX  improvements,  urgency,  scarcity,  clarity

©  groundswellgrowth.com @GroundswellGro

Website

EcommerceRoadmap

UCD  /  UX

ConversionOptimisation

CRO  /  Testing

ImprovementProcesses

©  groundswellgrowth.com @GroundswellGro

1.  Insight

2.  DevelopHypothesis

Google  AnalyticsNPS,  SurveysExit  FeedbackHeuristic  Review

PrioritisationScheduling

3.  DesignConcepts

SketchingWireframingLook  &  Feel

4.  ConfigureTesting

SegmentationNumber  of  VariationsGoals  &  Metrics

5.  AnalyseResults

Link  up  all  analysis  toolsInvestigate  all  relevant  metrics

6.  IdentifyLearnings

Why?Document  all  tests  

and  resultsCommunicate

CROPROCESS

Scarcity: RPV uplift 8%Urgency: CR uplift 3.1%Highlight Price: CR uplift 3.53%Trust: RPV uplift 5%

©  groundswellgrowth.com @GroundswellGro

Summary

• Focus  on  the  complete  customer  journey

• Dedicate  time  and  resource  to  insight  &  measurement

• Heath  check  and  maximise  Google  Analytics

• Listen  to your  customers

• Prioritise  based  on  effort  and  potential  return

• Action  and  go  again!

©  groundswellgrowth.com @GroundswellGro

Thank  You

Mark  Lilley          mark@groundswellgrowth.com

@GroundswellGro@markrlilley

uk.linkedin.com/in/markrlilley