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Craig Sullivan - Death by design: killing your growth with defective device experiences (Turing Fest 2019)

Craig Sullivan - Death by design: killing your growth with defective device experiences (Turing Fest 2019)

Craig has been blending UX, Analytics, AB Testing and Customer Insight methods for over 12 years, optimising growth for companies like Google, Amazon, Spotify, Eurostar, Lego, Asos, John Lewis and Red Bull.

He has trained hundreds of people to use ridiculously simple optimisation techniques, worked with over 400 clients, and helped them all to unlock latent value and growth inside their products or businesses. Using a mixture of Design Thinking, Lean, Agile, Analytics, User Research, AB Testing and cultural change, he’s driven over £4Bn in incremental revenue for his clients.

Turing Fest

August 29, 2019
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  1. @OptimiseOrDie
    • Empathy in Design
    • Boredom, Free time from interruptions and manipulation
    • Privacy and Control of our personal data
    • Sustainable and usable packaging for humans
    • Being able to talk to a human being
    • Non algorithmic news consumption
    • Human beings from UI or Design Disasters
    • ‘Customer Service’ and human ‘Escalation’
    • Having a ‘Right of Recourse’
    • Companies from failing to measure and act on ‘experience’
    • Business “doing the work” instead of you
    • Things that actually fucking work…
    The Death of Series:

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  2. @OptimiseOrDie bit.ly/Death2019
    Death
    by
    Design
    Defective
    Device
    Experiences

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  3. @OptimiseOrDie
    Clothing £0.80
    Telecoms £0.42
    Travel £0.61
    Events £1.51
    Ecommerce £0.62
    Luxury £1.34
    Can you guess what these are?

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  4. Killing Your Growth:
    1. WTF is wrong?
    2. Why don’t people complain?
    3. Mine your data
    4. Get Customer Centric testing
    5. Fix costly conversion killers
    6. Automate the things

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  5. @OptimiseOrDie
    Making ‘your stuff’
    work properly on
    ‘their stuff’

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  6. @OptimiseOrDie
    Access

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  7. @OptimiseOrDie
    1. WTF is Wrong?

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  8. You Did This! You bastards!

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  9. You Did This! You bastards!

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  10. www.ba.com/gatwick

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  11. Last night I saw an advert…

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  12. Are you f***ing kidding me?

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  13. And it gets worse!

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  14. Debunking Password Myths:

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  15. Debunking Password Myths:

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  16. Strength is Length, not complexity:

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  17. My bank had me use ‘Another Browser’

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  18. Autofill and Phone Number issues:

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  19. Broken for 11 months, who noticed?
    Pageviews increased by 3x in product listings
    Why?

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  20. Are you suffering from a PEE problem?
    PREMATURE
    ERROR
    EJACULATION

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  21. @OptimiseOrDie
    MILLIONS of hours of friction,
    wasted time, stress hormones,
    missed appointments, order
    errors, booking issues, password
    resets, broken buttons, anger,
    fear, worry and frustration.

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  22. @OptimiseOrDie
    What about
    machine learning?

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  23. @OptimiseOrDie

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  24. @OptimiseOrDie

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  25. @RinaPiccolo

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  26. @OptimiseOrDie
    Most machine learning is
    dumb and brutal, able to
    accelerate inherent
    biases or massively scale
    up human stupidity

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  27. • Modals / Overlays
    • Chat or survey popups
    • Map Jail (can’t scroll)
    • Product Image Jail (can’t scroll)
    • No scroll bars
    • Can’t dismiss modals
    • Viewport too small (off canvas)
    • Viewport stacked (breaks)
    • Touch Target Size & Spacing
    • Colour Contrast

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  28. @OptimiseOrDie
    This website has revenue of £8-12M per month:
    Auto spelling?
    Hey Craig,
    On our Form Analytics,
    the most edited field
    is the “Customer
    Name”.
    Can you explain why
    people are having to
    edit their own names?

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  29. @OptimiseOrDie
    79% Failure rate for Auto Correction:

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  30. @OptimiseOrDie
    54% wrong keyboard type!

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  31. @OptimiseOrDie
    521% increase in key hit area!

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  32. @OptimiseOrDie
    Cheat Sheet for Mobile:

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  33. @ContentVerve

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  34. OptimiseOrDie

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  35. OptimiseOrDie

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  36. 38
    BURNING RUBBER
    IN THE UX CAR PARK

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  37. @OptimiseOrDie
    If it was that bad,
    they’d complain
    wouldn’t they?

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  38. @OptimiseOrDie
    What if 5 people
    complain - is there a
    problem?

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  39. @OptimiseOrDie
    What if only one
    person complains?

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  40. @OptimiseOrDie
    If nobody complains,
    does it mean it’s ok?

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  41. @OptimiseOrDie
    What do I see in tests?
    What do customers think?

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  42. 45
    The Giant Call Centre Absorption layer

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  43. @OptimiseOrDie
    Call Centres are often
    designed to ‘bury’ bugs

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  44. @OptimiseOrDie
    They either die during
    escalation or reporting

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  45. @OptimiseOrDie
    It’s rare to find companies
    who have a ‘bug hunter’
    approach

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  46. @OptimiseOrDie
    Yet the effort to find and
    remove these bugs is
    extremely low!

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  47. @OptimiseOrDie
    The invisible costs to
    companies are huge!

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  48. @OptimiseOrDie
    1. Change Growth Trajectory
    Manufacturing Methodologies
    • Maintain or Improve Quality
    • Remove Defects & Waste
    • Increase Production Capacity
    • Agility, Flexibility, Rapid Delivery
    • Continuous and Rapid Change
    • Roboticisation & Automation
    • Market, Demand, Resource Planning
    • Avoiding Consumer Deaths
    OptimiseOrDie
    AVOID SHIT
    THAT HURTS
    YOUR
    COMPANY

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  49. @OptimiseOrDie
    Why guess?
    Let’s use your
    visitor data!

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  50. @OptimiseOrDie
    Device Experience Questions:
    • What devices do customers really use?
    • What % of traffic do devices drive?
    • What % of revenue do devices drive?
    • What stuff converts above and below average?
    • Where do these devices abandon the funnel?
    • Are there any easy wins?

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  51. GOOGLE ANALYTICS DEVICE EXPERIENCE
    Mobile
    Apple
    Desktop Tablet
    Android
    Split by
    Model
    (e.g. iPhone 5)
    Split by
    Brand or
    Brand /
    Model
    Windows Mac
    Chrome Edge Explorer
    Firefox Safari Chrome
    Apple
    iPad or
    Pro
    Android
    Split by
    Brand or
    Brand /
    Model
    Version Version

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  52. The 15 Minute Model Recipe
    Complete step-by-step instructions:
    “Device Experience Mining for Ecommerce Conversion”
    medium.com/@optimiseordie/rapid-mining-for-ecommerce-conversion-53d1aab2e21

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  53. Groundwork Slides:
    • Analytics Audit
    • The Kickoff Checklist
    • Marketing & Product History
    • Choose your time period
    • Do a Tag Walkthrough
    • Get an Analytics Buddy
    • (This hyperlink takes you to the bonus slides)

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  54. bit.ly/2vYPxhB
    STEP 1: Get this Custom Report

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  55. bit.ly/2HFfGYg
    STEP 2: Get this Excel sheet

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  56. STEP 3: Fill in the Blanks

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  57. Here’s one I made earlier!

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  58. DEVICE EXPERIENCE GRID EXAMPLE #1:
    • Android Phones and Tablets suck – why?
    • 13 bugs that affected ALL Android devices

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  59. EXAMPLE #3:
    • Small Screen iPhones – why do they suck?
    • Navigation / Overlays are BROKEN!

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  60. DEVICE EXPERIENCE MODEL
    Mobile
    Apple
    Desktop Tablet
    Droid
    Small 29%
    Medium 50%
    Large 15%
    X/XS 10%
    XS Max 2%
    Samsung 68%
    Huawei 11%
    Sony 5%
    Motorola 5%
    LG 2.3%
    Xiaomi 2%
    Google 2%
    Oneplus 2%
    HTC 1%
    Win Apple
    Chrome Explorer Safari Chrome
    Apple Droid
    62% 31% 8%
    63% 37% 74% 22% 77% 19%
    61% 24% 54% 42%
    Edge
    8%
    Ffox
    6%
    0.89%
    0.58% 0.94% 1.31% 0.39% 0.56%
    • 3 days to test and find all the bugs
    • 1 day of DEV time to fix
    • Same marketing spend, double the conversions!

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  61. @OptimiseOrDie
    How can we
    automate finding
    problems?

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  62. =
    “Funnelising” the Device Experience
    Apple Mobile Droid Mobile Windows Chrome
    iPads Mac Safari Windows Edge

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  63. Funnel success
    Funnel Step 2
    Funnel Step 1
    Sales
    Ecommerce
    Behaviour
    @OptimiseOrDie
    Traffic
    Device Funnel types:
    • Desktop, Laptop, Tablet, Mobile
    • Windows Browsers
    • Mac Browsers
    • iPhone Models
    • Android Brands & Models
    What sort of Device Funnel?

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  64. @OptimiseOrDie
    Can we make our own
    model for this?

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  65. @OptimiseOrDie
    NO CODING REQUIRED – only Excel:
    Free Google Sheets Addon:
    Google Sheets Addon:
    https://developers.google.com/analytics/solutions/google-analytics-spreadsheet-add-on
    Guide to getting started with the API:
    https://www.optimizesmart.com/how-to-use-google-analytics-api-without-any-coding/
    Dimensions, Metrics, Query Explorer:
    Very useful for forming queries and getting to know the API:
    https://developers.google.com/analytics/devguides/reporting/core/dimsmets
    https://ga-dev-tools.appspot.com/query-explorer/

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  66. @OptimiseOrDie
    Tools, Excel Plugins, Google Sheets
    Automating Google Sheets:
    https://medium.com/@jev/how-to-import-data-from-google-analytics-into-google-sheets-
    with-google-apps-script-5174a10b24d8
    ProfitGrid:
    Simple tool to pull a multi-dimensional grid from any GA setup:
    http://app.profitgrid.io
    Analytics Edge:
    Very flexible excel tool for pulling API data. Free version available. Bristling with options:
    http://www.analyticsedge.com/simply-free/
    Supermetrics:
    Free GA plugin for Excel and Google Sheets. Multiple data sources available:
    https://supermetrics.com/product/supermetrics-data-grabber/
    https://supermetrics.com/product/supermetrics-for-google-drive/

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  67. @OptimiseOrDie
    Done That.
    Got the Data.
    What do I do now?

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  68. @OptimiseOrDie
    What one thing
    would make a
    difference?

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  69. @OptimiseOrDie
    Prove your shit works!

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  70. 2 Mobiles
    • Smaller iPhone (6/6S/5/SE)
    • Samsung Galaxy S8 or S9
    2 Laptops
    • Chrome, Firefox (latest version)
    • Microsoft Edge
    • Internet Explorer 11
    • Mac Safari (latest version)
    2 Tablets
    • iPad – recent model
    • Samsung – recent model
    Minimum Viable Testing List
    6 devices

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  71. • Apple iPhone 6S
    • Samsung Galaxy S8
    • Mac Laptop with Chrome (1440 x 900)
    • Windows Laptop with Chrome (1366 x 768)
    >84% of all visitors
    • Add iPad and Safari on Mac for 92%
    Client Example – Data Driven Testing:

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  72. Data Driven Screen Heights:
    Height Sessions % total
    <=800 24208 27.2%
    <=900 25132 28.3%
    <=1024 3483 3.9%
    <=1080 28995 32.6%
    >1080 7128 8.0%
    • Significant audience has smaller height – laptops!
    • Design for where you want to lose audience!
    • Included in this deck here -> RESOLUTION HACK

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  73. © Optimal Visit 2d018
    © Optimal Visit 2018
    1920 x 1080

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  74. © Optimal Visit 2d018
    © Optimal Visit 2018
    1366 x 768

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  75. @OptimiseOrDie
    Landing Experience (Laptop, 1366x768)

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  76. @OptimiseOrDie
    Where do you get
    the hardware?

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  77. OptimiseOrDie
    £150iPhone 6S (Cash Converters)
    £160Samsung S8 (Cex)
    £240Windows Laptop (Amazon)
    £410Mac Laptop (eBay)
    Cheap Second Hand Device Lab:

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  78. OptimiseOrDie
    Desktop Cloud
    Crossbrowsertesting.com
    Browserstack.com
    Devices in the Cloud
    Deviceanywhere.com
    Aws.amazon.com/device-farm
    bit.ly/MobileDeviceLab
    bit.ly/CrossDeviceOpt
    bit.ly/devicetesting
    What about Cloud Testing?

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  79. @OptimiseOrDie
    What have I learned
    from testing over
    100 products?

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  80. @OptimiseOrDie
    Over 95% of companies
    test the wrong devices
    (market stats suck)
    #1

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  81. @OptimiseOrDie
    If your testing list isn’t
    from analytics, it’s a lie
    #2

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  82. @OptimiseOrDie
    If you don’t test regularly,
    stuff gets broken (again)
    #3

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  83. @OptimiseOrDie
    Over 60% of AB tests we
    check fail QA
    #4

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  84. @OptimiseOrDie
    Device Experience is a
    C level financial risk!
    #5

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  85. WAVE FUNCTION COLLAPSED, INNIT
    YOU IZ SEEIN UZ

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  86. @OptimiseOrDie
    What’s the most
    expensive device issue
    I’ve found?

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  87. Page Group % traffic Ecom CR # Sales % revenue
    List / Grid 44.33% 0.24% 7547 27.6%
    Product Page 15.19% 0.12% 1293 4.7%
    Homepage 13.49% 0.82% 7848 28.7%
    Brand 9.75% 1.28% 8851 32.3%
    Category 4.51% 0.31% 991 3.6%
    Blog 4.00% 0.21% 596 2.2%
    • ONE BUG on a single page template made this happen
    • The conversion is nearly 9 times higher now (1.06%)
    • 1.3M more sales a month – through one set of page templates
    • 40% of traffic to these pages was PPC
    • Nearly 90% of marketing spend was SHAFTED

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  88. “F*** Me Craig. That simple
    bug you found is gonna earn
    us more money than all the
    freaking AB tests we ran in the
    last year”

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  89. @OptimiseOrDie
    1. Stop Making Assumptions
    2. Make your Device Model
    3. Draw up your ‘Testing List’
    4. Buy the Hardware
    5. Start testing, keep testing
    6. Nobody will call

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  90. @OptimiseOrDie
    • Browser and Device Compatibility
    • Font size, weight, style for content
    • Colour Contrast
    • Colour Blindness
    • Tab Order
    • Page Layout
    • Screen Readers
    • Alternative Content for audio & visuals
    • Video captioning & subtitling
    • Landmarks & Skip Links
    • Error handling & Recovery
    Accessibility = Reach & Conversion:

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  91. Over 50, wealthy, IE11

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  92. Less Rich Country?

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  93. @OptimiseOrDie

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  94. @OptimiseOrDie
    Clothing £800K
    Telecoms £420K
    Travel £610K
    Events £1.5M
    Ecommerce £620K
    Luxury £1.3M
    Analysis of Losses Per Month:
    2 issues
    3 issues
    8 issues
    11 issues
    5 issues
    1 issue

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  95. @OptimiseOrDie
    Fix the Door!
    • Accessibility expands your REACH
    • Device testing drives delight & profit
    • Let’s end device discrimination today!

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  96. Thank You!
    Email: [email protected]
    Twitter: @OptimiseOrDie
    Slides: [DECK LINK]
    LinkedIn: linkd.in/pvrg14

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  97. 2 – Groundwork (bonus deck)
    • Analytics Audit
    • The Kickoff Checklist
    • Marketing & Product History
    • Choose your time period
    • Do a Tag Walkthrough
    • Get an Analytics Buddy

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  98. @OptimiseOrDie
    Your Analytics is probably Broken
    @OptimiseOrDie
    No freaking audit?
    480 configs
    95% were “cattle
    trucked”

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  99. @OptimiseOrDie
    Analytics Audit Resources
    @OptimiseOrDie
    THE GOOGLE ANALYTICS AUDIT CHECKLIST FROM DISTILLED:
    Genuinely good and comprehensive list, resources, source articles, checklist:
    https://www.distilled.net/resources/google-analytics-audit-checklist/
    https://docs.google.com/spreadsheets/d/1GnwB-jYnNJu18NwuZJzgarZAotXQ0kxXbZAIhI4H0IE/edit#gid=0
    GOOGLE ANALYTICS HEALTH CHECK FROM CONVERSIONXL:
    Some excellent stuff not included in any other articles - a good roundup, sources, expert checklists:
    https://conversionxl.com/google-analytics-health-check
    HOW TO SELF AUDIT YOUR GOOGLE ANALYTICS
    A roundup of some useful things to audit but not a comprehensive checklist:
    https://boazsasson.com/tracking-reporting/how-to-self-audit-your-google-analytics/
    10 POINT CHECKLIST FOR A PERFECT GA SETUP:
    Some good information mixed with some less helpful stuff:
    http://supermetrics.com/blog/10-things-to-check-in-google-analytics-account/
    GA CHECKLIST ON GOOGLE SHEETS:
    https://docs.google.com/spreadsheets/d/1pU9MpjjzxI-LLu45gPyGiHEpr_v-2rVpYuyNlPTXZ-I/edit#gid=0
    GOOGLE ANALYTICS HEALTH CHECK:
    Solid checklist and additional articles - although probably needs expanding to include the best of the rest here:
    http://online-metrics.com/wp-content/uploads/2016/10/Google-Analytics-Health-Check.pdf
    TWO BASIC CHECKLISTS:
    https://www.dropbox.com/s/1f4w1vhpmzu938x/GoogleAnalyticsChecklist.pdf?dl=0
    http://media.perpettersson.me/2017/02/GoogleAnalyticsImplementationChecklist.pdf

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  100. @OptimiseOrDie
    The Kickoff Checklist to Rule Them All
    ▪ 137 questions to ask when starting work with a product
    ▪ A big list of all the annoying questions I’ve ever asked
    ▪ They save my bacon every time
    ▪ Technical, historical, process, tools, marketing:
    bit.ly/2HFtAFs

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  101. @OptimiseOrDie
    Marketing & Product History
    ▪ What historical marketing or product changes have happened?
    ▪ Is there any information on what happened in the last two years?
    ▪ Has there been any change in spend? Mix of activity? Focal areas?
    ▪ Is there a cyclical pattern to marketing spend or budget?
    ▪ How does the data and traffic mix fluctuate over the year?
    ▪ What cycles or seasonality does the business have?
    ▪ Are there any periods of promotion, sales, stock discounting?
    ▪ How often are emails sent out or are there other ‘spikes’ that we see?
    ▪ You need to work out everything that might have made a difference, until
    you’ve worked out everything that didn’t!
    ▪ The kickoff list will help you here!

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  102. @OptimiseOrDie
    Choose a Time Period
    ▪ Start with a very long time period and examine traffic/channels/
    ▪ Make sure you understand the small and large ‘cycles’ in the traffic
    ▪ Then, find a recent period with enough conversions (or other metric counts)
    ▪ Once you segment, your samples will get smaller – aim big!
    ▪ Make sure the period is ‘representative’ of traffic (that’s a long discussion)
    ▪ You are trying to pick a time period that will be used to model the value of
    shifting some metrics.
    ▪ Think carefully about the time period of data you use – and how it could be
    biased!

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  103. @OptimiseOrDie
    Tagging Walkthrough
    ▪ WHAT tags are firing, sending WHAT data and WHEN during the
    journey as you are walking every interaction?
    ▪ For example – in modelling a client site this week – I had to:
    ▪ Look at all the category and product pages
    ▪ Work out how the “add to basket” shizzle works
    ▪ Figure out the flow from basket -> checkout
    ▪ Work out how existing customers could log in
    ▪ Map out the steps Registered customers see vs. New customers
    ▪ Tried guest checkout, tried as a registered customer by logging in, tried as a
    registered customer by purchasing when logged in already
    ▪ I mapped the customer journey and data layer trail simultaneously

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  104. @OptimiseOrDie
    Tagging Walkthrough
    We inspect three things:
    What URL shows in the address bar when we do stuff?
    What tags (pageviews, events, data layer) fire when we use the product?
    What data is actally sent to Google Analytics?
    • We call this the tripod – what the address bar says, what the tags do, what ends up in GA
    • This is vital for mapping any of the ‘hooks’ we use for modelling
    • We also learn to trust (or distrust) certain pages as being ‘viable’ for modelling
    • If you don’t do this, even a GA audit won’t save you!

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  105. @OptimiseOrDie
    Data Collection & Tagging Tools
    WASP Inspector:
    • Use for general purpose GA tag inspection & debugging
    • Find out what scripts are running in which order
    • Find out the data being sent to GA and how it is collected
    http://bit.ly/2qrYbRE

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  106. @OptimiseOrDie
    Data Collection & Tagging Tools
    Analytics Pros Data Layer Inspector:
    • Inspect GA and GTM activity
    • Hack and test data layer
    bit.ly/2p0r5IN

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  107. @OptimiseOrDie
    Data Collection & Tagging Tools
    Google Analytics Debugger:
    • General purpose GA debugger
    • I prefer WASP but some people use this one:
    bit.ly/2qrYbRE
    • Or this one:
    bit.ly/2p0NZzJ

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  108. @OptimiseOrDie
    Data Collection & Tagging Tools
    Optimizely Chrome Extension:
    • See if they are running AB tests
    • Useful for QA & build
    bit.ly/2qrYs78

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  109. @OptimiseOrDie
    Data Collection & Tagging Tools
    User Agent Switcher:
    • Mimic different user agent strings
    • Useful for testing and cross device work
    bit.ly/2pIMfZ1

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  110. @OptimiseOrDie
    Data Collection & Tagging Tools
    Event Tracking Tracker:
    • Dump of event data in table
    • Handy for debugging GA and event issues
    • Find out what stuff is firing on the page
    bit.ly/2pHAlRg

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  111. @OptimiseOrDie
    Data Collection & Tagging Tools
    Data Slayer:
    • Handy for debugging GA and event issues
    • Find out what stuff is firing on the page
    bit.ly/2pbNmPN

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  112. @OptimiseOrDie
    What do I walk on the site? Everything!
    Key interaction patterns:
    ▪ Searching, Category and List Pages
    ▪ Filters, Sort Controls
    ▪ Product Page elements
    ▪ Guest checkout
    ▪ Key landing pages & Journeys
    ▪ Registered checkout
    ▪ Logged in checkout
    ▪ Logged out and then logged in checkout
    ▪ Basket handling
    ▪ Content pages
    ▪ Quick view
    ▪ Basket page
    ▪ Checkout steps
    ▪ Failure and error states
    ▪ Email handling, more, more, more....

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  113. @OptimiseOrDie
    Walking the Site Tagging - How it Works!
    SO AFTER I WALKED THE SITE, I SEE STUFF LIKE THIS IN GA:
    ▪ Category Page /category/xxxx or /cat/xxxx
    ▪ Search /search?q=xxxx
    ▪ Product /product/xxxx
    ▪ Basket add /addtobasket
    ▪ Login /loginregister
    ▪ Guest flow /guestcheckout/address (then steps are the same)
    ▪ Registered flow /address (first time use)
    ▪ Delivery /deliveryoption
    ▪ Payment /paymentmethod
    ▪ Confirm /confirmorder
    ▪ Payment /payment
    ▪ Success /ordersuccess/xxxx

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  114. @OptimiseOrDie
    The Holy Trinity
    There is a dance of 3 elements to understand:
    SITE OR PRODUCT (how the site tags fire & send data)
    ANALYTICS SETUP (how google analytics is configured)
    TRAFFIC (historical & current traffic mix)
    ▪ If you are going to model a site, you need to understand these 3
    ▪ History and Current configuration are both important
    ▪ Confidence in data comes from validating Data Collection
    ▪ If you haven’t checked, you don’t f***ing know, ok?

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  115. OptimiseOrDie
    Tag & Journey Walking
    Common Weakness
    • Nobody checks the tags
    • You don’t know anything
    • The metrics are unreliable
    • The steps aren’t measured
    • Things are missing or broken
    • The analytics is broken
    • Nobody checks the basics!
    How to win
    • Do a tag walkthrough
    • Get some team training– just ask me!
    • See our live session 11 here:
    bit.ly/CRO4Agencies
    • Know the url structure
    • Know the data layer & flow
    • Understand and then model

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  116. @OptimiseOrDie
    Pair Up with an Analytics Buddy
    ▪ Flying solo on any project
    carries a degree of risk
    ▪ When it comes to analytics &
    models, this is especially true
    ▪ You need the challenge,
    perspective and input of
    others to your work
    ▪ In the last week, I made two
    rookie mistakes – a “Time
    Period” and a “Forgot
    segment was applied” – I like
    having a safety net!
    ▪ 2 or more people work
    together on the modelling
    OR
    ▪ Others review and
    challenge the model, check
    the figures
    ▪ Why do developers get
    other developers to do
    code reviews or
    walkthroughs?
    ▪ Same reason here – quality
    is improved and you can
    have a bitch too!

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  117. OptimiseOrDie
    Groundwork Summary
    Common Weakness
    • Not doing the groundwork!
    • Rapid models beat perfect models
    • Not walking the tags
    • Not mapping the GA data & journey
    • Not figuring out ‘the machine’
    How to win
    • Ask all the questions (kickoff list)
    • Do the groundwork - everything
    • Get confidence in what you can trust
    • Work around broken data
    • Identify analytics holes or fixes

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  118. @OptimiseOrDie
    • Learn how to craft useful and reliable advanced segments in GA
    • Make your own ‘on the fly’ ‘User’ or ‘Session’ funnels for anything!
    • Understand how the GA data model works
    • Understand data collection – how it works
    • Learn about common collection and configuration biases
    • Event Tracking, GTM and Data Layer manipulation
    • Pulling data direct from the API
    • Thinking about user, not session metrics (like Conversion Rate)
    • Considering cohorts rather than just ‘average’ or ‘mixed’ traffic
    • Automating and iterating models, grids and funnels
    Core Skillz

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  119. @OptimiseOrDie
    • Browsers & Devices – how do they work (for analytics)
    • Tagging and Javascript – how it works (and tool proficiency)
    • Filters and Regex – for quickly hacking or grouping models
    • Data Model – familiarity with how GA collects and stores data
    • Advanced Segments – a stepping stone to mastering API pulls
    • Modelling – imposing your abstraction upon a dataset
    • Audit & Configuration – knowing exactly what’s broken or reliable
    • Visualisation – Presenting actionable, useful and simple truths
    • Automation – API pulls, Integration, GTM, Machine Learning
    Core Skills – MUST have

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  120. @OptimiseOrDie
    • Paul Kok’s Excellent guide:
    https://online-metrics.com/regular-expressions/
    • Annielytics – superb:
    https://www.annielytics.com/blog/analytics/regular-expressions-dont-use-google-analytics-without-them/
    • Guide from Lunametrics:
    https://www.lunametrics.com/regex-book/Regular-Expressions-Google-Analytics.pdf
    • Guide for GTM and GA:
    https://www.apasters.com/blog/regex-guide-google-analytics-tag-manager/
    • Various:
    http://www.regexpal.com & http://www.analyticsmarket.com/freetools/regex-tester & http://regex101.com
    http://www.leapthree.com/the-basics-of-regular-expressions-for-google-analytics/
    https://brianclifton.com/blog/2012/05/11/jumpstart-regular-expression-tutorial/
    https://www.youtube.com/watch?v=BtA4gRxoyIY
    Regex Resources

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  121. Device
    Native
    Resolution
    GA Resolution Size
    iPhone X 1125 x 2436 375 x 812 5.8”
    iPhone 8 Plus 1080 x 1920 414 x 736 5.5”
    iPhone 7 Plus 1080 x 1920 414 x 736 5.5”
    iPhone 6s Plus 1080 x 1920 375 x 667 5.5”
    iPhone 6s Plus 1080 x 1920 375 x 667 5.5”
    iPhone 8 750 x 1334 375 x 667 4.7”
    iPhone 7 750 x 1334 375 x 667 4.7”
    iPhone 6S 750 x 1334 375 x 667 4.7”
    iPhone SE 640 x 1136 320 x 568 4”
    iPhone 5 640 x 1136 320 x 568 4”
    iPhone 4 640 x 960 320 x 480 3.5”
    apple.co/2rfKtjh

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  122. 2 – Groundwork (bonus deck)
    • Analytics Audit
    • The Kickoff Checklist
    • Marketing & Product History
    • Choose your time period
    • Do a Tag Walkthrough
    • Get an Analytics Buddy

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  123. @OptimiseOrDie
    Resolutions Hack (bonus):
    GA has issues with device resolutions not being reality:
    • You CAN’T use any Tablet or Android Mobile resolutions
    • You CAN use resolutions for iPhone models
    What about laptops and desktops?
    That’s something we need to hack from the GA rez data
    We need to put the resolutions in buckets

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  124. @OptimiseOrDie
    Desktop Resolutions Hack:
    Install this report and pick a time period:
    https://analytics.google.com/analytics/web/template?uid=MwKKJcbDTi2fURuQ7pez0A
    Export the data as Excel
    Then we can begin:

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  125. @OptimiseOrDie

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  126. @OptimiseOrDie
    • Add a new column B to the Excel and call it ‘Height’
    • Add the following formula to the B column
    =RIGHT(A2,(LEN(A2)-FIND("x",A2)))
    • Using the bottom right bar, drag it all the way down the spreadsheet

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  127. @OptimiseOrDie
    • It should look like the screenshot below
    • Delete the last row in the spreadsheet (the totals line)
    • Add a new column C, called Bucket

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  128. @OptimiseOrDie
    • Sort the table by column B – “Height”
    • Now add the appropriate bucket to each set of heights
    • We use <=800, <=900, <=1024, <=1080, >1080 as our splits
    • Your spreadsheet should look like the diagram below
    • Now it’s time to sort the table
    • Sort the entire table by column C – “Bucket”

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  129. @OptimiseOrDie
    • Now the table is sorted, you can subtotal it
    • Select the entire table and choose ‘Subtotal’ from the data menu in Excel

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  130. @OptimiseOrDie
    • Choose the following subtotal options:
    • At each change in ‘bucket’, use function ‘sum’
    • Add subtotal to Sessions, Revenue, Transactions
    • It should look like this:

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  131. @OptimiseOrDie
    • After the subtotal, choose option ‘2’ on the left menu to collapse the totals
    • You should see the screenshot below
    • Now copy the whole area and paste it into Microsoft Word (or a text editor)
    • This strips the subtotals and hidden values in the subtotal table
    • Now add a new tab to the spreadsheet
    • Now copy the table from Microsoft Word (or your text editor) and paste it back into excel
    • You have a small table you can tidy up now

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  132. @OptimiseOrDie
    • After tidying up the table, it should look like the screenshot below
    • Add 3 new columns

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  133. @OptimiseOrDie
    • Add a formula to the columns to show the percentage of the total
    • If you use $ signs around the name of the cell, when you drag it, the $ marked bit won’t move
    • Let me show you!

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  134. @OptimiseOrDie
    • Add formulas to all 3 columns
    • Drag them down using the bottom right control

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  135. @OptimiseOrDie
    • Apply formatting of percentage, 1 decimal point to the new table values

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  136. @OptimiseOrDie
    • A finished table hacked in 5 minutes:

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  137. © Optimal Visit 2d018
    © Optimal Visit 2019
    • Significant audience has smaller height – laptops!
    • Design for where you want to lose audience!
    • Although some desktops are big, laptops are wider/shorter
    • Testing this site I’d aim for 1280x800 or 1366x768
    CLIENT WORKED UP EXAMPLE
    Height Sessions % total
    <=800 24208 27.2%
    <=900 25132 28.3%
    <=1024 3483 3.9%
    <=1080 28995 32.6%
    >1080 7128 8.0%

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