#MeasurecampMeet @OptimiseOrDieReason for being : I Optimise StuffPast : John Lewis, Lovefilm, Belron, PwCNow : Director of Optimisation, Rush

Email

Twitter

Slideshare

: sullivac@gmail.com

: @OptimiseOrDie

: linkd.in/pvrg14

: slidesha.re/nlCDm6

The Optimisers Toolkit

#1 Session Replay#2 Browser & Email testing#3 VOC & Feedback tools#4 Guerrilla Usability#5 Productivity tools#6 Split testing#7 Performance#8 Crowdsourcing#9 Analytics Love

#1 : Session Replay• 3 kinds of tool :

Client side • Normally Javascript based• Pros : Rich mouse and click data,

errors, forms analytics, UI interactions.• Cons : Dynamic content issue, Performance hit

Server side• Black Box -> Proxy, Sniffer, Port copying device• Pros : Gets all dynamic content, fast, legally tight• Cons : No client side interactions, Ajax, HTML5 etc.

Hybrid• Clientside and Sniffing with central data store

#1 : Session Replay• Vital for optimisers & fills in a ‘missing link’ for insight• Rich source of data on visitor experiences• Segment by browser, visitor type, behaviour, errors• Forms Analytics (when instrumented) are awesome• Can be used to optimise in real time!

Session replay tools• Clicktale (Client) www.clicktale.com• Mouseflow (Client) www.mouseflow.com• Ghostrec (Client) www.ghostrec.com• Tealeaf (Hybrid) www.tealeaf.com• Usabilla (Client) www.usabilla.com• UserReplay (Server) www.userreplay.com

Any others?

#2 : Feedback / VOC tools• Anything that allows immediate realtime onpage feedback• Comments on elements, pages and overall site & service• Can be used for behavioural triggered feedback• Tip! : Take the Call Centre for beers

• Kampylewww.kampyle.com

• Qualaroo www.qualaroo.com

• 4Q4q.iperceptions.com

• Usabillawww.usabilla.comAny more?

#3 – Testing tools

Email testing www.litmus.comwww.returnpath.comwww.lyris.com

Browser testing www.browsercam.comwww.crossbrowsertesting.comwww.cloudtesting.comwww.multibrowserviewer.comwww.saucelabs.com

Mobile devices www.perfectomobile.comwww.deviceanywhere.comwww.mobilexweb.com/emulatorswww.opendevicelab.com

Google Analytics Tip!

• Create new Advanced Segment : ‘Desktop Only’• Make it exclude the rest like this

• All traffic report (and others)• Apply 3 segments : Mobile, Tablet, Desktop Only• Now change dimension to browser• Set to a Goal or E-Commerce view• Now try secondary dimension of version• You can do the maths!• Work out a ‘What if?’ like ‘What if IE8 converted the same

as IE9?’ – put a money value against the effort!

#2a : Survey ToolsI’ve used• Surveymonkeywww.surveymonkey.com (1/5)• Zoomerang www.zoomerang.com (3/5)• SurveyGizmo www.surveygizmo.com (5/5)

• Read anything by and follow @cjforms

• Any others?

#4 : Guerrilla Usability Testing• All you need is a device, time and people!• Use one of these tools for session recording:

Mediacam AV (cheap)www.netu2.co.uk

Camtasiawww.techsmith.com

Silverback (Mac)www.silverbackapp.com

Screenflow (Mac)www.telestream.net

UX Recorder (iOS)www.uxrecorder.com

#5 : Productivity tools

– Stuff that glues my world together and saves my ass

#5 Join.me

24 Jan 2012

#5 Pivotal Tracker

24 Jan 2012

• Seriously wasting your time doing manual Excel?• Fed up doing stuff that takes hours?• Use the Google API to roll your own reports straight into Big G• Lots of good articles but ask for advice from:

@danbarker@timlband others here today!

• Google Analytics + API + Google docs integration = A BETTER LIFE!• Hack your way to having more productive weeks• Learn how to do this and to have fun with GA custom reports• Ask me about the importance of training

#5 Google Docs

24 Jan 2012

#5 Conceptshare

24 Jan 2012

#5 Basecamp

24 Jan 2012

#6 – Split testing tools – Cheap!• Google Content Experiments

bit.ly/Ljg7Ds

• Multi Armed Bandit Explanationbit.ly/Xa80O8

• Optimizelywww.optimizely.com

• Visual Website Optimizerwww.visualwebsiteoptimizer.com

#7 – Testing tools

Email testing www.litmus.comwww.returnpath.comwww.lyris.com

Browser testing www.browsercam.com (& Mobile)www.crossbrowsertesting.comwww.cloudtesting.comwww.multibrowserviewer.comwww.saucelabs.com

Mobile devices www.perfectomobile.comwww.deviceanywhere.comwww.opendevicelab.combit.ly/A4o3qz

#8 Performance

• Google Site Speed• Webpagetest.org• Mobitest.akamai.org

Site Size Requests

www.coop.se 1200k 63m.ikea.com/se/sv/ 684k 14

High St Retailer 307k 43

Department Store 100k 18

Newspaper 195k 35

Supermarket 125k 14

Auto Sales 151k 47

Autoglass 25k 10

Remote tests : iPhone

Slides : slidesha.re/PDpTPD

Show your boss this split test:

Show the e-com director this one:

Som, feedbackRemote UX tools (P=Panel, S=Site recruited, B=Both)Usertesting (B) www.usertesting.comUserlytics (B) www.userlytics.comUserzoom (S) www.userzoom.comIntuition HQ (S) www.intuitionhq.comMechanical turk (S) www.mechanicalturk.comLoop11 (S) www.loop11.comOpen Hallway (S) www.openhallway.comWhat Users Do (P) www.whatusersdo.comFeedback army (P) www.feedbackarmy.comUser feel (P) www.userfeel.comEthnio (For Recruiting) www.ethnio.com

Feedback on Prototypes / MockupsPidoco www.pidoco.comVerify from Zurb www.verifyapp.comFive second test www.fivesecondtest.comConceptshare www.conceptshare.comUsabilla www.usabilla.com

#5 – UX and Crowd tools

#9 : Web Analytics Love• Properly instrumented analytics• Investment of 5-10% of developer time• Add more than you need• Events confetti• Segmentation• Call tracking tip:

#9 : Tap 2 Call trackingStep 1 : Add a unique phone number on ALL channels

(or insert your own dynamic number)

Step 2 : For phones, add “Tap to Call” or “Click to Call”

• Add event trigger for any phone interaction• Incredibly useful keyword level call data• Very reliable data, easy & cheap to do• What did they do before calling?• Which page did they call you from?• What PPC or SEO keyword did they use?• What are you over or underbidding for?• Will help you shave 10, 20%+ off PPC• Which online marketing really sucks?

#9 : Web Analytics Love

• UX of web analytics tools and reports• People, Process, Human problems• Make the UI force decisions!• Playability and exploration• Skunkworks project time (5-10%)• Give it love, time, money and iteration• Spend to automate, get more time