Ecommerce UK: The Year Ahead conference deck
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Practicology's 21st October 2015 Ecommerce UK conference featured sessions from House of Fraser, Usabilla, Smart Focus, and a panel session with Jaeger, Selfridges, STA Travel and Baker Ross on the topic of securing ecommerce sales growth in the next 12 months. Practicology also gave an advance view of its Mobile Usability Report 2015/16 produced in partnership with WhatUsersDo.
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Ecommerce UK: The Year Ahead conference deck
- 1. Welcome Ecommerce UK – The Year Ahead The Ecommerce UK LinkedIn Group welcomes you to The Year Ahead 21st October 2015 @Ecommerceli #EcommerceUK WiFi network: Cavendish Wifi Code: 12345cav
- 2. Thanks Thank you Ecommerce UK – The Year Ahead
- 3. Thanks ► To our attendees, without you we have no one to share our insight with ► Our presenters for sharing insight ► Tonight’s sponsors: Usabilla and Smart Focus ► The Practicology team here tonight including Practicology’s CEO Martin, Gerald, Sophie, Amanda and Sarah ► Special thanks to Chesca, who has done a huge amount of work to organise this event Ecommerce UK – The Year Ahead
- 4. Thanks ► Thanks to Jonathan Hall and Cranberry Panda for filming with Nathan from Fried Egg Productions www.friedeggproductions.co.uk ► Antony Alexandrou our photographer www.3aphotography.com ► Dan Barker for manning the Twitter account @ecommerceli using #EcommerceUK Ecommerce UK – The Year Ahead
- 5. Agenda ► First look at Practicology’s and WhatUsersDo’s Mobile Usability Report 2015/16 ► Robert Mulder, UK Director, Usabilla ► Retailer panel featuring: Cathy McCabe, CIO, Jaeger; Xavier Vallee, Digital Director, STA Travel; Lucy Hirom, Interim Head of Digital Marketing; Paul Giuffredi, Finance Director, Baker Ross ► Rob Mullen, CEO, SmartFocus ► Madeleine Melson, Head of Customer Insight, House of Fraser Ecommerce UK – The Year Ahead
- 6. Sponsor Joanna Perry Head of Marketing Ecommerce UK – The Year Ahead
- 7. Identifying the conversion blockers on the mobile websites of 15 UK retailers Mobile Usability Report 2015/16
- 8. Mobile Usability Report 2015/16 What’s the report about? ► 15 mobile websites were tested by real users, on their own devices and in their own homes ► We analysed the results to look for best practice mobile design and conversion blockers ► We found users’ expectations are still running ahead of the mobile UX retailers deliver ► You can download the full report from practicology.com/mobile2015 ► Here are some of the highlights…
- 9. Mobile Usability Report 2015/16 Key conversion blockers of users couldn’t load the B&Q homepage properly of users struggled with search on Sports Direct’s site of the sites were slow to load according to our users of users encountered problems with River Island’s checkout of users struggled to create an account with Boots of users found content didn’t fit on Paperchase’s site When the 15 mobile sites were tested by real users, we fou nd…
- 10. Mobile Usability Report 2015/16 B&Q homepage problem
- 11. Mobile Usability Report 2015/16 Paperchase – un-optimised content
- 12. Mobile Usability Report 2015/16 AO.com un-optimised pages
- 13. Mobile Usability Report 2015/16 Sports Direct and Paperchase’s buttons Sports Direct’s search button is next to the menu button, and so several users closed the menu when trying to use the search. Only the + icons are clickable on the footer links on Paperchase’s site – so some users struggled to open the Shopping With Us section - where as in the links above with text and arrows the whole area is clickable.
- 14. Mobile Usability Report 2015/16 River Island navigation issue
- 15. Mobile Usability Report 2015/16 Boohoo search results view
- 16. Mobile Usability Report 2015/16 Boots page scroll problem
- 17. Mobile Usability Report 2015/16 Boohoo form fields In Boohoo’s checkout users were not impressed that they needed to scroll through the full list of countries to select UK. They also encountered problems on Boohoo’s site (and others such as River Island) with double- entry form field errors as one entry had an upper case first letter, though both addresses were actually the same.
- 18. Mobile Usability Report 2015/16 Thanks for listening Download the report for free now: Practicology.com/Mobile2015 Download for free now
- 19. Sponsor Robert Mulder UK Director & User Feedback Specialist Ecommerce UK – The Year Ahead
- 21. “When people talk, listen completely. Most people never listen” Ernest Hemingway
- 24. @usabilla WHY FEEDBACK? • Increase conversion rates • Find and fix issues quicker • Make informed decisions • Be responsive to what customer’s want • Create happy & loyal customers
- 25. @usabilla Analytics shows you WHAT is happening. User feedback shows you WHY
- 26. @usabilla Improve User Experience Key Objective: Optimise the digital experience of 65 Philips sites Results: • Found and fixed 174 issues & bugs on the website in August • Identified 5 key issues for global web team Philips
- 27. @usabilla "Usabilla has helped us to improve the global user experience, and drive value and conversion with user feedback" Peter Ciepiela, Digital Optimization Lead, PHILIPS
- 28. @usabilla Reduce risk and detect issues on time Key Objectives: Results: Made changes without risk Uncovered a serious bug quickly to save over £50K Prioritise changes and prove value of redesigned site Client: Major Retailer
- 29. @usabilla Avoid expensive assumptions Key Objective: Results: Quickly uncovered what was really happening & reduced drop-off rates by 10% Improve booking process to increase conversion Client: Major Airline
- 30. @usabilla Secure customer loyalty Key Objective: Results: Increasing NPS by making UX informed changes Enhance A/B testing to take UX into account Client: Multi-brand Global Retailer
- 31. @usabilla Turn happy customers into promoters
- 32. @usabilla@usabilla Send the right message Key Objective: • Find out what users think of email campaigns Results: • Increasing click rates • Reducing unsubscribers
- 33. @usabilla@usabilla "Usabilla for Email is a great product for CRM! It gives great insight with a simple to use, truly consumer centric approach. I would highly recommend it to brands looking for useful qualitative data." Bernard-Burton Koomson, CRM Content Manager adidas
- 34. @usabilla@usabilla Improve your reputation • Improved resolution time by 60% • Dramatic improvement in AppStore rating Results: Increase app downloads Key Objective: Client: Human App
- 35. @usabilla@usabilla “An App Store review should never be the easiest way to give feedback” Paul Veugen, Founder, Human
- 37. Retailer Panel Jeremy Wilson, CCO, Practicology interviews: ► Xavier Vallee, Digital Director, STA Travel ► Cathy McCabe, CIO, Jaeger ► Lucy Hirom, Acting Head of Digital Marketing, Selfridges ► Paul Giuffredi, Finance Director, Baker Ross Ecommerce UK – The Year Ahead
- 38. Sponsor Rob Mullen CEO Ecommerce UK – The Year Ahead
- 40. 40 THE FUTURE OF ECOMMERCE Data – Personalization
- 41. SmartFocus strategy is built on 3 pillars Content, Data, Channels 41 CONTENT Generate and retain demand; build brand awareness, interest and deepen engagement CHANNELS Engage with your customers when and where it’s relevant to them DATA Develop a deep understanding of your customers and what drives rewarding experiences
- 42. SmartFocus NextGen DMP & CMS: Driving Personalization 42 Content Build and curate Harvest Multiple sources Channels Any device Commerce Increase perfomance Personalization Context and Persona Analytics/Insights Predictive, real-time The Message Cloud Capabilites: INTEGRATED Brand and shopper SEGMENTED DYNAMIC PREDICTIVE Audience and interests Personalizes and customized Anticipating actions and outcomes
- 43. Data ownership Our consumer database will provide quality insights to define segments and scale through look-a-like modelling in the Data Warehouse. Best content to the precise consumer in the right moment 43 Ros Media Agency Paul David Data Warehouse Our Customer Database Types of customers ? Anna …. DigitalChannels …. Find lookalikes Macro Data Search Data Other OWNED OPENED EARNED SHARED PAID
- 44. Contextualization Further personalize your messages using a contextual engine which takes input from real-time data points such as: 44 Favorite brands and products Customer age and gender Web browsing history Past buying behavior Weather Time and location Stock levels Abandoned carts Profile and persona External feeds
- 45. Smartfocus Customer eCRM Environment 45 C-sat Re-targeting Social Sentiment Call Centre POS Logs Direct Mail Credit Card Data Loyalty Scheme Data Ecomm Transactions Store Product Catalogue Ratings & Reviews Web Product Catalogue Registrations / Profile Updates Wedding List Historical data Campaign Data PROXIMITY INSTORE EMAIL WEBSITE Data Collection & ETL (SFTP, Kettle) Query API’s (REST, JSON) Ad-Hoc Analytic Engine (Java, Pentaho) Asynchronous / Synchronous Messaging (Kafka) Data Collection & ETL (SFTP, Kettle) High Performance Distributed Processing (Akka) Extensible Aggregation Processing (Scala) Big Data Warehouse (HDFS, Hive, Impala, Solr) Patented, High-Performance Data Staging Platform Segmentation Attribution Profiling/Persona s Affinity Predictive Propensities
- 46. Omni-Channel Personalization • 3 core channels for selling TO machine • Build a single customer view aggregating all data flows • PRM and CRM strategy using standard levers such : In store events, Search, e-Mail, RTB & retargeting 46
- 47. Performance Dashboards 47 • Visibility into 4 key customer segments that all retailers are targeting and monitoring • Definition of New, Potential, Loyal and In-active easily customized • Allows the marketer the ability to track change in top level KPIs by period (Positive and negative) • Easily drill down to monitor segment growth and spend behaviour over 15 month window
- 48. Performance Dashboards RFM Scoring & Segmentation 48 • Allows the marketer to develop and drive marketing messaging based on current and desired purchasing behavior by RFM segment • Opportunity to discover unique levers for each segment, develop differentiated and targeted offers
- 49. Performance Dashboards • Global customer performances • Loyalty • RFM SmartInsights provides standard dashboards according to customer purchase behaviour 49
- 50. THANK YOU © 2015 SmartFocus. All rights reserved. SF00187
- 51. Guest speaker Madeleine Melson Head of Customer Insight Ecommerce UK – The Year Ahead
- 52. Madeleine Melson Head of Customer Insight HOUSE OF FRASER THE CUSTOMER CENTRIC TEAM
- 53. THE GOAL
- 54. LEVERS
- 55. RESEARCH - TEST - MEASURE – ANALYSE - REPEAT
- 56. RESEARCH - TEST - MEASURE – ANALYSE - REPEAT
- 57. SEAMLESS BRAND
- 59. OUR PHILOSOPHY
- 60. OUR PHILOSOPHY Customer insight informs our strategy, prioritisation and decision making • We will establish a point of difference in all that we do • Our brand will always speak with confidence and authority • We will be an agile business – move quickly, test & learn and fail fast • Design for touchable interfaces first but ensure consistency across all channels
- 61. OUR BRAND
- 73. PROJECT GOLD STRUCTURING THE TEAM FOR CUSTOMER CENTRICITY
- 75. PROJECT GOLD A project seeking to understand: • What will our business look like when 50% of our sales come from digital channels, here and internationally? • Is House of Fraser organisationally ready for massive multi channel growth?
- 76. NEW STRUCTURE
- 77. MULTICHANNEL CUSTOMER TEAM Chief Customer Officer Director of Digital Product Head of Customer Insight Director of Global Multi Channel Trading Director of Brand And Creative
- 78. OUR PROCESSES
- 80. USER CENTRED DESIGN PROCESS • Design is based upon an explicit understanding of users, tasks and environments • Users are involved throughout design and development • Design is driven and refined by user– centred evaluation • Process is iterative • Design addresses the whole User Experience • Design team includes multidisciplinary skills and perspectives
- 82. THANK YOU MADELEINE MELSON @madzmelson HEAD OF CUSTOMER INSIGHT
- 83. Thanks for listening. Ecommerce UK – The Year Ahead Download our report for free from: www.practicology.com/Mobile2015
Hinweis der Redaktion
- Next Monday we are formally launching our second Mobile Usability report that we have created in partnership with WhatUsersDo.
- B&Q homepage opens with the menu open. Clicking the homepage icon just brings the same result. This was a problem on some iPhones and Android devices. Think about the experience at the point a user lands on your site. Not just errors like this, we found app banners and overlays that didn’t work properly, overlays for email sign-up and for site surveys which users didn’t like.
- Paperchase homepage content does not fit on the mobile screen
- AO.com contact us link goes to a desktop page, not a mobile friendly one
- River Island Women’s page frustrates this lady with no full results list easy to find
- Boohoo user would have liked to be able to see more than 16 results on a search page/products listing page
- Boots map is hard to navigate around and scroll past
- I work for Usabilla and we are the experts in helping companies listen to their users. -How many people know Usabilla? - How many people collect user feedback in some way? I’m going to talk about how you can get the most value out of your user feedback, OR if you’re not gathering any – hopefully convince you why you should be! So who are Usabilla? – You may recognise us from our buttons. BUT we do a lot more
- I read online that it’s good to start a presentation with a quote so here we go. How do you listen to your customers? The value of being a good listener cannot be overstated, especially in business. Yet many companies neglect this area. Even data goliaths like Microsoft and Google, have begun to implement feedback loops
- I work for Usabilla and we are the experts in helping companies listen to their users. -How many people know Usabilla? - How many people collect user feedback in some way? I’m going to talk about how you can get the most value out of your user feedback, OR if you’re not gathering any – hopefully convince you why you should be! So who are Usabilla? – You may recognise us from our buttons. BUT we do a lot more
- Enable feedback in every digital channel – On your site, in your app and in your emails (even in store) Our vision is to help companies listen to their users via every digital channel (even physical) so you can keep track on what they want to stay ahead of the competition.
- Everyone is here today to see what’s happening the in the industry and make sure you’re on track for 2016. I want to show you why listening to your users is essential in any ecommerce strategy for short term and long term growth
- I don’t think I need to poll you guys to see who is collecting data via G.A., Omniture or something similar. I think everyone is trackin data in one way or another. What I want to show you is how feedback reveals what’s really happening. And why the WHY is important. To do this I want to tell you a few customer stories. Highlighting the value they’ve seen in gathering user feedback and some interesting way’s it’s being used. So let’s start with the quick wins
- Collecting feedback from 65 countries in 35 languages - Crowdsource your users and free up your time. Make informed decisions based on what people really want. What they’re actually struggling with. To find bugs and issues before sales are impacted Uncover issues you didn’t know existed -Virgin Trains All too often data leaves you making expensive assumtpions
- Just by listening to users, our customers increase conversion rates. Working with one of the biggest hosting companies in Europe and they’ve increased conversion rates on some pages by up to 120%. They used exit surveys and feedback revealed that their call to action buttons weren’t clear enough, and product descriptions were lacking the information people needed to commit.
- Boden story -Early warning system Immediately identify the cause of a problem - Uncover whats REALLY happening (Describe feedback item)
- Quickly uncover what’s really happening! Bug was effecting the passport page for a fraction of suers. Meaning they had to restart the process. Travel company passport story Assumptions based on data proved wrong and very expensive You don’t know what you’re missing until you ask By show of hands, who does some form of A/B testing on their site?
- First of all: Prioritise and design you’re A/B tests based on what users are saying THEN We did a study that proved UX directly correlates to NPS Working with some of the best A/B testers in the world we are seeing that A/B tests are limited in their reliance on data alone. By integrating user feedback, you’re able to include user experience in the A/B test. Ensuring long term loyalty and promotors - Optimize for happiness
- Positive feeback is great, it lets you know what you’re doing right, We had one instance, with a company in Scotland where a very happy customer wrote a song about them Using conditinal forms you can even turn happy visitors into promotors. Philips drove almost 100K directly by running a long survey and rewarding customers with a discount code. They’ve also added 100s of new email addresses to thei marketing campaings, ensuring future sales. But now what about emails? I bet everyone here has multiple email campaigns, I also bet, you don’t know what users think of them.
- Adidas came to us because they were frustrated with relying heavily on data and wanted to make sure they were Send the right message. Send out More positive feedback. Lower unsubscribe rates
- With the last case study I want to look at mobile. Who has a mobile optimised website? Who has an app or apps?
- "With Usabilla for Apps we have been able to identify bugs and bottlenecks immediately. Collecting live feedback has allowed us to improve our resolution time by 60%.” What was a little unexpected was the dramatic impact it had on their app store rating
- IN fact many of our customers report significantly reduced negative feedback on social platforms thanks to creating a managed channel for feedback. Improve reputation online.
- I know I touched on quite a few things, but I hope I’ve given everyone something to think about! Last but not least I want to invite everyone here to a free trial with us so you can lsten to your customers, find out what they want, and importantly what’s holding back your sales! If you want anymore information come find me or my colleagues in the foyer, or drop me an email on robert@usabilla.com
- Leading customers to feel a certain way about, your brand, products, experience and themselves For us this is coming up later in the presentation Connecting with them on an emotional level – more powerful than a rational level You don’t know how their day is going, you don’t know what experiences they’ve had elsewhere – these will impact on their experience Focus on the things you can control
- There are opportunities for this at every touch point
- How do we capture all those thoughts, feelings, sentiments about the experience we provide? How do we put a number against them? How do we know which bits are within our control? How do we know which bits are most important? How do we measure, target and develop them?
- For us… our data looks a bit like this. All over the place, in siloed systems. We’re lucky to have a very talented team to make sense of it all.
- Because when it comes to customers, they don’t do what you tell them to – they should be telling you - We saw tons of customers shopping our website on mobile phones before we provided a mobile site - They were talking about us on social media before we started engaging with them there Their experience needs to be unified across all these channels. They don’t care about our processes, systems and organisational structure. They want what they’re looking for, when and where they want it – and at a reasonable price. Or they’ll go to elsewhere. Their expectations change and we all have to run to keep on top of them.
- It starts with the people Everyone must have a clear vision of where we’re going and their part in achieving it.
- Putting the customer at the centre
- Merging the Brand and CRM teams with the Multi Channel team under one Chief Customer Officer role was the 2nd step to ensure: Customer Centric Approach not Channel Centric approach, A focus on customer profitability – ‘revenue per customer’ not ‘revenue per channel’ Consistency and accessibility of the customer experience We embrace increasingly complex customer behavior: Multiple simultaneous channels used to research, browse & buy
- Borrowing a model we’ve seen at the likes of Spotify Product managers Matrix project teams Quickly respond to customer needs, Full test and learn