Digital Hampshire 2017 - Generate Growth & Outsmart the Competition Online
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Slides from the April 2017 Digital Hampshire Talks from: Nichola Stott - Founder and Managing Director of theMediaFlow - https://www.themediaflow.com/ https://www.nicholastott.com/ Matt Oxley - Founder and Managing Director of DotLabel - http://dotlabel.co.uk/ Anna Lewis - Founder and Managing Director of Polka Dot Data - http://polkadotdata.com/ For news and updates on the next Digital Hampshire event, sign up to our mailing list, or follow us on Twitter: http://www.digitalhampshire.com/ @DigiHampshire
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Digital Hampshire 2017 - Generate Growth & Outsmart the Competition Online
- 2. Strategies TO Fill the Marketing Funnel …with the right kind of leads @NicholaStott
- 3. 89% Online Purchases start with search @NicholaStott
- 4. Online Discovery Generation Z is driving the mobile revolution, with 78% preferring smartphones to any other screen. @NicholaStott
- 5. of people will leave a page if it takes more than 3 seconds to load.53% DoubleClick 2016
- 6. …easy to find, mobile-first and fast. How can we use SEO to be front of mind with our site? SEO IN 2017 @NicholaStott
- 8. Organic Search & the purchase Journey @NicholaStott
- 10. @NicholaStott
- 11. @NicholaStott
- 13. Search Fill your marketing funnel using SEO strategies that help grow audience, brand- awareness, advocates and customers. @NicholaStott
- 14. Types of search and The Classic Funnel @NicholaStott
- 15. “I want to go skiing in Austria this December” @NicholaStott
- 20. RESEARCH Consider Evaluate Decide Act Informational Transactional/ Navigational Funnel StageQuery Query Type Best ski resorts Alpine centre reviews TripAdvisor Informational Informational/ Transactional Navigational Book alpine centre…
- 21. Create a strategy to attract those with broad, open, informational needs… Be helpful, expert and useful. @NicholaStott
- 22. WHAT ARE THESE NEEDS? @NicholaStott
- 23. Step 1 Use Keyword Planner, product research and offline knowledge to brainstorm a short seed list of terms… @NicholaStott
- 24. Step 2 Use advanced query operators in Google, to restrict your search to a suitable forum… @NicholaStott
- 26. Results From Quora.com about “employee gym”, but not the gym at Facebook, Amazon, IBM or Google…
- 28. Results From Mumsnet.com about “Productivity tip”, but not the Marketplace section of the site.
- 29. Step 3 Build a custom scraper or use DataMiner (chrome extension) to extract top 100 per SERP. @NicholaStott
- 33. Step 4 Use Excel to analyse your scraped data, categorising topics and themes and using filters and formulae to identify most popular… @NicholaStott
- 34. How do you manage productivity? Are there any tools? How can I use my phone to improve my work productivity? Has anyone used pizzaz productivity app? @NicholaStott
- 35. Get creative… Brainstorm ideas around the common problems and questions identified from the research process. @NicholaStott Step 5
- 39. How to create user-focused, results driven digital experiences
- 40. Clear Business Goals Great User-Focused Experience Guaranteed Better Results + =
- 41. Meet and exceed your users expectations What makes a great user-focussed experience?
- 42. Result is a memorable, highly sharable… moment of delight Meet and exceed your users expectations What makes a great user-focussed experience?
- 43. Getting it wrong
- 44. Overly Complex
- 45. Irrelevent Vs
- 46. Harder than it should be
- 47. Poorly Conceived
- 49. Great UX gives you… Increased user engagement Greater numbers of repeat visitors More recommendations & positive feedback Increased purchases, visitor numbers, reputation Increased brand loyalty “On average, every $2 spent on UX returns around $100.” Source: Forresters
- 50. Fix it before it’s broken 50% of a developer time is spent doing rework
- 51. Reduce support costs “Focusing on UX reduces support costs by 90%” Source: The Future of B-to-B Customer Experience. Walker Fix it before it’s broken 50% of a developer time is spent doing rework
- 52. UX can be a key differentiator “AirBnB attributes UX for taking them from near-failure to being valued at $10 billion.” (Source: First Round Review)
- 53. UX can be a key differentiator “AirBnB attributes UX for taking them from near-failure to being valued at $10 billion.” (Source: First Round Review) “By 2020, customer experience will overtake price and product as the most important brand differentiator” Source: The Future of B-to-B Customer Experience. Walker “40% of your users will turn to your competition after a bad experience.” (Source: PointSource)
- 54. How to achieve a great User Experience
- 56. Who are they? What do they want to do? How are they going to do it? Where are they doing it?
- 57. Who are they? What do they want to do? How are they going to do it? Where are they doing it? User Personas User Goals User Tasks User Scenarios Goal Driven User Journeys
- 58. Jim Robinson About Jim was born in Reading and has lived there all his life. He is married, but separated and is hoping to buy a house closer to his work in London. Age: 41 Marital Status: Separated Family: Children aged 4 & 6 Gender: Male Ethnicity: British Career ○ Employment Status: Employed ○ Job Title: IT Manager ○ Education: 2:1 degree in Computer Science ○ Experience: 4 years ○ Salary: £40K Interests ○ Enjoys running, F1 and Football. ○ Avid Facebook and Instagram user ○ A leader and advocate of new technology to his friends ○ His goal is to maintain his career momentum working in the capital Marketing Personas
- 59. Devices Desktop Laptop Tablet Mobile Product Use Use once Use occasionally Use often Use frequently Use locations Work Home Mobile Commute Windows MAC Other iOS Android Platforms v8.1 – – – – Chrome IE Firefox Safari Other Browsers – v10 – – – Online activity Low Medium High Jim Robinson, 41 IT Manager Marital Status: Separated Family: Children aged 4 & 6 Gender: Male Ethnicity: British Education: 2:1 degree in Computer Science Motivations & Key Goals ○ I Want to progress my career working in the capital ○ Find a suitable job quickly & simply ○ I live online... so I expect to do the whole process online ○ I expect to be able to use any of my devices at any point and swap ○ I expect to reuse profile information from existing online sources rather than re-key it Barriers / Frustrations "At a point in my life when everything is changing and I need to quickly find a new job that pays better and is a step up" ○ My time is precious ○ Job adverts are often not specific enough (salary & location) ○ I have a high expectation of service tech design & performance ○ Lack of power features to configure / manage annoy me ○ Only show me new, relevant jobs ○ I can’t keep track of everything I’ve applied for easily Employment Status: Employed Company size: Large Private Sector Experience: 4 years Salary: £40K Interests: Running, F1 and Football What's important ○ Work-life balance ○ Location – home ○ Location – work ○ Career progression ○ Privacy - Hide my CV so I don’t get hassled ○ Make my search easier Satisfactions ○ To know that I'm earning the best rate for the job I'm doing ○ Working hard & getting a good reputation ○ Flexibility to choose interesting, challenging and high profile projects Personal attributes & attitudes Tech savvy Visually driven Emotionally driven Education driven Influence driven Comforter driven Peer group driven Fear driven Price sensitive Service sensitive Support sensitive ○ Simple powerful job search ○ Comprehensive job info ○ email notifications ○ Search configurations ○ Application history ○ Salary comparison info ○ Build my profile ○ Recruiters contacting ○ Help with my CV ○ Contract Jobs ○ Irrelevant Jobs ○ Having to stick to a single device Looking for this Not looking for this Feature Expectations Feature use Summary Intuitive Comprehensive Quick Logical Simple multi device Email notification Job Search Job grouping CV assist Contract services Configuration Recuiter Links Application history Job bookmarking Profile builder Jim was born in Reading and has lived there all his life. He is married, but separated and is hoping to buy a house closer to his work in London. He hates his 1hr train commute to London, but enjoys the higher day rates he achieves. Efficient Accurate “I’m good at what I do and I enjoy it, so I just want to get paid to do that.” ©2016 Dotlabel Ltd. Second Floor, Southern Cross, Basing View, Basingstoke, RG21 4HG Tel: 01256 329972 UX Personas matt.oxley@dotlabel.co.uk
- 60. “Your personas are garbage without good user research" Frank Spillers, Experience Dynamics
- 61. Talk to and listen to your user types
- 62. “Observing and interviewing just five users usually uncovers about 85% of all problems.” Source: Nielson Norman Group
- 64. What now?
- 65. Applying your user insight Provides a single vision… an agreed point of reference for stakeholders
- 66. Applying your user insight Provides a single vision… an agreed point of reference for stakeholders Defend solution against internal pressures to deviate
- 67. Applying your user insight Provides a single vision… an agreed point of reference for stakeholders Defend solution against internal pressures to deviate Represents the voice of the customer
- 68. Applying your user insight Provides a single vision… an agreed point of reference for stakeholders Defend solution against internal pressures to deviate Represents the voice of the customer Facilitates ease of content creation - tone, segmentation, personalisation and customisation
- 69. The endThe end… or is it…
- 70. User expectations evolve and change
- 71. Tips for remaining user-focused Continue learning about your customer’s expectations Keep talking to them
- 72. Tips for remaining user-focused Continue learning about your customer’s expectations Keep talking to them Set measurable KPI’S and review on a regular basis
- 73. Tips for remaining user-focused Continue learning about your customer’s expectations Keep talking to them Set measurable KPI’S and review on a regular basis When setting budgets think differently
- 77. Anna Lewis • Founder of Polka Dot Data • Helped over 100 businesses use data wisely • 9 years analytics experience • Total Google Analytics geek • Background in SEO and PPC • Agency, client side and freelance experience NOW HIRING! © Koozai Ltd
- 80. What does web analytics tell you? • Sessions • Bounce Rate • Pages • Conversion Rate • Traffic sources Our survey said!
- 81. What CAN web analytics tell you? • Products / bookings sold • Groups of content viewed • Conversion rates of marketing channels • Which mobile phone models were used • Browser versions, IP locations, Networks The less known answers are!
- 82. What CAN web analytics tell you? • Sessions / Days to sale • Top performing entry pages • Which groups of content perform best • What content you should write for your KPIs • Which version of a page generates more sales The less known answers are!
- 83. What CAN web analytics tell you? • Products returned • Products added to cart • Products removed from carts • Payment and delivery methods used • Drop out rates for payment and delivery The less known answers are!
- 84. What CAN web analytics tell you? • Traffic with low value • Customers with intent to buy • High value returning customers activity on site • Which FAQ pages & information help sales • Products added to cart but not purchased The less known answers are!
- 92. Shopping Behaviour Apply segments Create segments Improve journey Uplift Conv. Rate Improve return
- 95. Checkout Behaviour Apply segments Create segments Improve journey Uplift Conv. Rate Improve return
- 99. Product Performance • Buy to Detail Rate • What % of product views resulted in a purchase • Which products are not selling themselves well enough on site? • Which products may not have a competitive enough offering? • Are certain brands / categories easier purchases than others? • Do some products need to be marketed better / better copy / cheaper? • Cart to Detail Rate • What % of product views resulted in add to cart • Monitor drop outs • Where do you need to remarket? • Why do people add to cart but not purchase ? • Are people window shopping or have intent to buy certain categories?
- 108. Best Practices