Customer Experience Management

Optimize Your Online Presence With the Latest in Self-Service Testing

optimize online presence

Introducing Mobile Emulator, Click Counters, and more, in OpenText™ Optimost VisualTest 1.6. We’re excited to announce that the latest self-service features in OpenText Optimost VisualTest – Mobile Emulator and Click Counters – are now available to all Optimost customers. If you’re not familiar with VisualTest, here’s a quick rundown of what it does: VisualTest is a SaaS platform that helps you to deliver more engaging and profitable websites, mobile experiences and digital campaigns. It gives business users the ability to deliver quick wins that lift conversion rates, revenue, and other key metrics. With Optimost, you can: Build and launch tests at speed and scale across static and dynamic pages, single page apps, and mobile sites through our intuitive interface Discover and deliver the content that works best for every visitor with the analytics and audience builder Track visits, unique visitors, views, bounce rates, and time spent, sliced by more than 30 dimensions, and customize dashboards and reports to precise requirements These latest enhancements are in direct response to customer requests and are in keeping with our strategy to put the incredible power of Optimost at your fingertips. Here is a quick summary of the new features: Mobile Emulator We know your business needs a simple, visual way to test creatives for mobile – and we’ve delivered it. If you’re testing a responsive page that renders content differently based on device, we’ve got it covered with Mobile Emulator. Now, you can see and edit pages exactly as they render on a wide range of mobile devices, quickly and intuitively, directly in VisualTest. Access the Mobile Emulator from the Experiment menu:   Self-service Click Counters Now, in addition to downstream page counters, you can also easily set up and track clicks on the page directly through VisualTest. This makes it easy to test and track clicks that take users off your site, distinguish performance between multiple links that lead to the same downstream page, and understand how site visitors are interacting with the page. Access Click Counters from the Experiment menu:   Enhanced OpenText™ TeamSite Integration Optimost experiments can be created directly in TeamSite, our digital experience management software. Optimost buttons within Experience Studio provide design and viewing features so you do not need to go to Optimost to find the pages you want to test. Other enhancements As part of this release, we’ve also: Streamlined user experience Improved support and documentation for single page apps and AngularJS Increased reliability and performance Can you walk me through what’s new? Yes, we’d be happy to! Just let us know. We’d love to hear your questions and feedback. Email cemsolutions@opentext.com with Optimost in the subject line, and we’ll get in touch with you. For more information on Optimost, visit engage.opentext.com/products/optimost.

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Not Another Cloud Buzzword for WFO?

WFO in Cloud

Do we really need more buzzwords to promote cloud? I think not! Here’s just a few I found today: Taking you up in the cloud I’m on cloud nine Reach for the clouds Join me in the cloud Working in the cloud The best part of waking up is cloud in your cup Ok, I made the last one up, so now, let’s take this more seriously. Since the release of OpenText™ Qfiniti Managed Services in late 2015, the OpenText WFO Software group has continued to research the potential and any pain associated with taking WFO to the cloud and as a service. In the end, we found that the thing decision makers are really seeking are answers, not hype. They want good answers to tough questions about adoption, about pricing, and “how the business can procure and adopt cloud safely”. So in response to this, we commissioned a technology adoption profile with Forrester and let Forrester ask the questions for us. Forrester took insights from an online survey of over 100 director-level and above decisions makers in US enterprises with at least 1,000 contact center employees, and asked questions such as: When thinking of investing in a workforce optimization solution, what benefits are most important to you? How do you expect your firm’s overall number of contact center seats to change during the next 12 months? What are your biggest obstacles to deploying WFO in the cloud? Why is your firm interested in using third-party managed or cloud services? WFO solutions have been driving customer experiences for decades, so perhaps answers to these questions will shape how WFO drives customer experience and managed growth for decades to come. If you would like more information about OpenText Qfiniti or OpenText Qfiniti Managed Services, we’d love to schedule a demo or answer YOUR questions about WFO and the cloud. Download your personal copy –  Forrester – Workforce Optimization In The Cloud

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Hear From Forrester and InfoTrends CX Experts at Dialogue 2016

Dialogue 2016

Preparations are well underway for Dialogue 2016—the industry’s customer engagement event of the year! And what a timely event this is, with everyone talking about customer engagement and customer experience. These new initiatives are a priority for leading businesses. Of course, for our customers, we know you already think it’s important. But in addition, the industry agrees: Forrester recently reported that 89% of companies consider digital transformation a priority, which makes this year’s event one you won’t want to miss. At Dialogue this year we’re bringing you the best CX industry knowledge. Our keynote is Ron Rogowski, Forrester’s Principal Consultant serving customer experience professionals. And you’ll also hear what InfoTrends has to say about e-delivery and the impact it will have on CX. If you want interactions and not just transactions, attend Dialogue 2016 where you can join hundreds of users, technical specialists, and product experts for two days of education and technology demonstrations on how Digital Transformation is changing the way customers communicate and interact. So, if you haven’t registered, don’t delay! Click here to see all the great content we have planned for Dialogue 2016. Session abstracts will be posted soon. And check out the latest Dialogue speaker line-up here. REGISTER NOW Once you’ve registered, plan your travel arrangements to accommodate the Dialogue 2016 Closing Party. Not only is it a well-deserved break after two days of enrichment, learning, and inspiration, but it’s the perfect opportunity to meet with colleagues you know, and maybe meet some new ones. Isn’t it true that a relaxed, fun environment is often the perfect place to strike a new business partnership? This year’s Closing Party will be held Wednesday September 28th, from 6:00 to 9:00 P.M., at the Cabana Beach Club at the Sawgrass Marriott Golf Resort & Spa. Come enjoy some food and refreshments and get to know your fellow conference attendees. More about this year’s Dialogue 2016 When: September 26 – 28, 2016 Where: Sawgrass Marriott Golf Resort & Spa located in Ponte Vedra Beach, just 30 minutes from Jacksonville, FL. Who: Industry thought leaders, technologists, and innovationists. Talk with customers, prospects, partners, analysts, and employees of OpenText Exstream, TeleForm, and LiquidOffice. Why? Because in today’s business world, your ability to capture and process information needed to drive personalized customer conversations is a lynchpin in navigating digital transformation. What? Content-rich sessions and breakouts, including introductory, deep dive technical, and business insight sessions. Pick and choose, based on your level of expertise and interest. Join the conversation! Help shape the experience at Dialogue 2016.

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So What Exactly is OmniChannel?

Omnichannel experience

An angry man with a delivery van just redefined my understanding of omni-channel customer experience. Traditionally when I’ve referred to omni-channel delivery I’ve tended to think primarily in terms of content; it’s all about making sure that we deliver the right content or messaging across multiple digital platforms such as a website, tablet, or phone. Is it a consistent experience suitably tailored for each different device? Add in physical contact points through printed media, store-front, or call center interaction and then we might be talking about delivering an omni-channel customer experience. Does it go further than that? What do we actually mean by omni-channel? Let’s take a look at some of the formal definitions. The Oxford English Dictionary defines omni-channel as “denoting or relating to a type of retail that integrates the different methods of shopping available to consumers (e.g., online, in a physical store, or by phone).” While Wikipedia broadens the scope as “a cross-channel business model that companies use to increase customer experience.” Which seems to fit in with what I’ve been discussing above. But, let’s take a deeper look at the entomology, “omni” comes from the word omnis which can mean all or universal. If we say we are delivering an omni-channel experience are we really managing and delivering a good customer experience across EVERY channel that a customer can possibly interact with us? What about those channels outside our direct control that still add to the overall experience with our product, especially when it is sold, implemented, or supported through resellers, dealers, retail stores, third-parties, etc. And it’s a two way process. We might be using every conceivable channel we can think of to deliver our message or communicate with our customers; but are we aware of every single channel that they are using to communicate with us? Over the years I’ve written letters to companies, phoned them up, sent emails, and these days I’m more than likely to post something on Twitter when I want to communicate both good and bad experiences. Many companies monitor these obvious channels of communication, but are they catching everything? Which brings me back to the angry man with the van. What if one of your customers bought your product and was so unhappy with it that they painted their complaints on the side of it and used it as a mobile billboard to advertise their dissatisfaction and tell people not to buy your products? The man with the van did just that. He made his van into part of the omni-channel by using it as a literal vehicle of communication back to the manufacturer concerned. There is no way that we can anticipate this sort of outlier behavior, but such actions are usually a culmination of other interactions through monitored channels that have failed. Is it feasible to deliver a literal omni-channel experience? Probably not. But we can all strive to deliver the best continual connected customer experience across every channel, both outbound and inbound, that we manage. Find out more with this guide on how to optimize your omni-channel marketing.

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Test at the Right Time – Flexible CRO Seasonality

CRO seasonality

In my previous posts, I’ve covered how to choose the right tool for a conversion rate optimizaton (CRO) problem, and how to build technical flexibility. Now I want to talk about how planning your time can make your program more dynamic and get you better results. Recognizing CRO seasonality requirements can lift the overall number of incremental sales you make over a year. CRO seasonality vs. quarterly results Whatever business you are in, you are likely to have to deal with peaks and troughs in web traffic throughout the year. Retail teams often have huge peaks in sale season. Energy doesn’t see much activity in the summer when we turn the heating off (at least here in the UK). My US colleagues with air conditioners tell me things are different there! However, testing provider contracts and team targets often don’t account for these. Many leaders expect equal effort to create equal results throughout the year. You will see more successes if you plan your testing to fit in with your natural traffic variations. Do most of your tests when you have strong, but not “over-excited” traffic – the type that makes up the majority of your users over the year. Plan specific targeted tests for high peak periods (more about this in a previous blog), and have a testing plan associated with each major marketing campaign. That may mean you end up building and launching 20 tests one month, and only 5 the next. There is nothing wrong with this if you have planned carefully. Example: Energy sector In this sample roadmap below resources are freed up for other projects in summer when traffic is low, but concentrated on high-value testing when traffic is higher. In the next post I’ll cover resource flexibility – how to build a team that will allow you to adapt to any CRO challenge. Meanwhile, don’t forget to check out my posts on a flexible CRO toolbox and technical flexibility.

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Announcing OpenText Developer Experience Suite for TeamSite 8

Developer Experience Suite

Things have been busy for us in Professional Services during our transition from HP to OpenText, but that hasn’t stopped us from innovating inside our Center of Exellence (COE). The Professional Services (ProServ) team has been involved with customer transitions to TeamSite 8, with its new slick Experience Studio interface, proving to be a delight for both the casual contributor and marketeer! We’re also working with developers and site administrators who require a deep, sophisticated feature-set around content and asset management/development. After years in the field listening to feedback from power users and developers, with the advent of a new modernized UI framework, we are able to deliver to all in our ProServ Package solution – Developer Experience Suite. Some features and benefits include: Timelines Manager: A dashboard that allows to you create different timelines from published content. This allows developers and authors to work and visualize the site for multiple, cascading release cycles, without affecting business-as-usual publishing. Content Explorer: A power user interface (modernized CCPro) content repository browser with a familiar Windows Explorer feel with support for modern file management features from traditional browsing to full-text search. Integrated Express IDE: Language detection, syntax highlighting, direct editing of any development resource files or properties while eliminating needless downloads and uploads. Visual and source “diff” support for up to 3-way merges. Components Update Manager: Allows for quick reporting on eStudio components, templates and placeholders that need updating and provides a powerful UI to manage and cascade bulk modifications to pages and templates. If your enterprise wants to harness the full potential of TeamSite and exceed your CEM expectations please contact me or your solution services representative. Learn more about this exciting revolution in our OpenText™ Developer Experience Suite solution brief. Stay tuned for even more product innovations from the labs of our ProServ team!

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Does Your Testing Strategy go Beyond the Surface? The Value of Full-Funnel Testing

full-funnel testing

I recently sat down with WhichTestWon to talk about the importance of full-funnel testing – testing throughout your conversion funnel. You can listen to the whole conversation at the bottom, it’s free through August 16 and available for WTW pro subscribers thereafter. Among the ideas we discussed: A mature testing approach requires full-funnel testing, because a conversion isn’t typically measured on just one page. There are multiple clicks to revenue. It’s not productive to boost conversions only at the top of funnel and have all that additional traffic drop out — if one link in the chain is broken, you don’t have a chain. But testing deeper in the funnel does have challenges. Those pages usually have lower traffic, so results take longer to come back. Or they’re higher risk — if the testing system breaks the checkout page, your site is hobbled. Challenges notwithstanding, it’s worth it if you understand where your abandonment rates are farthest behind industry benchmarks. Many people also focus on landing pages for organizational reasons: most testing users have direct control of top of funnel pages and it’s easier to get approval for testing there. But especially if you’ve been at the game awhile, that’s probably not where the most value remains. You can overcome the challenges – building a strong culture of testing is key to driving a business case for testing pages you might not own directly today. Bottom line: if you say you want to be customer-driven, testing needs to be close to the top of the set of things you focus on, rather than a last mile optimization. Put it at the core of your strategy. And test everything from the top to the bottom of the funnel! Listen to our full conversation below:

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Developing a Content Hub Strategy for Publishers

content hub publishers

I’ll confess at heart I’m still a print guy. My house is full of books. But I also read a lot on digital platforms, and in fact I probably get most of my news from various digital channels. Yet I’ve noticed that while I may no longer read a daily newspaper a lot of people still do, and even I’m starting to once more pick up the weekly community papers. It seems in some ways that the paper/digital publishing model is starting to find a level. Although there were early expectations that digital publishing would totally replace paper, in truth it was never going to be an either/or decision rather it was a question of how would print and digital coexist. Despite this apparent leveling across publishing as a whole, the state of the news media industry in particular continues to be uncertain, with traditional print newspaper circulation showing slow recovery in some markets and continued decline in others. Meanwhile revenues from digital news sources continue to grow (although it could be argued that this growth is slowing down), while other medium, such as video and audio continue to gain in popularity as primary news sources. Digital transformation is key to survival in the news and information delivery industry. However, any digital efforts must not only address the process of delivery, they must also address the new paradigm where content has become the hub of the business model. It is no longer sufficient just to automate the original print process model using technology, it is now essential to leverage content assets to deliver compelling and engaging stories that can be accessed from any platform, from print to digital, to mobile, to social, at any time. By placing the content at the center of the new business model, it becomes possible to move towards an iterative workflow that flows across the organization and delivers a way to address the challenges of digital transformation by controlling, enhancing, tracking, and leveraging assets that can be delivered across multiple channels and platforms. OpenText™ Content Hub for Publishers OpenText Content Hub for Publishers (CHP) is the platform for the receipt, enrichment, creation, packaging, delivery, archiving and syndication of all forms of publishable content. The platform is designed to handle the large volumes of content that newsrooms across the world are exposed to on a daily basis, and efficiently manages the repackaging and distribution of that content to multiple publishing channels, such as web, print, mobile and tablet. Content Hub for Publishers also provides a Syndication portal, allowing packaged content to be made available to clients for licensing and syndication purposes. Content Hub for Publishers sits at the heart of publication workflows, controlling the receipt, management and delivery of all publishable content to multiple delivery platforms. Content Hub for Publishers is used by a number of large global news publishers, for: Filtering through vast quantities of incoming media Managing costs associated with publishing Managing rights associated with publishing Tracking what has been published, where and when. In future related blog posts I’ll be taking a more in-depth look at the challenges facing the news and information publishing industry, plus going into more detail around the concept of Content Hub workflow.

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The Tech at Training Camp – WFO

WFO

All 32 NFL teams returned to training camp this week and I guarantee you that each team is looking for that slight edge that will carry them to the playoffs. Coaches are studying new talent and evaluating veterans and more than ever they seek to find that elusive “better way” to train and condition the team. For years I’ve also seen coaches in contact centers use the phrase “a better way” to describe a better way to speak, a better way to type, or even a better way to dress. A good coach on the football field and in customer service has the experience and insight to help others and by adding technology to the mix, that “better way” becomes the best, most consistent way. However, what if that better way wasn’t clearly seen with the human eye? What if the best coach with the best skills couldn’t really see the next layer of better ways? Ever see a quarterback step off the field after a poorly executed three and out? What is the very first thing they do? They scramble to the bench, grab a tablet and immediately review the plays… they look for another perspective, another angle. They use technology to look for patterns and keys and unseen insights. A human must execute the play, but technology can provide the tools to reduce errors, calculate risk and monitor the unseen. This is exactly what desktop analytics is doing in the modern-day contact center. In sports, the cameras are rolling on every single play.  So too should desktop analytics be rolling on every single interaction. Every chat, every call, every email should be automatically analyzed to see the behaviors and idiosyncrasies of the agent and their keystrokes. With this new insight, the visit from the coach isn’t just a pep talk about their tardiness or their soft skills; rather, the coach is now equipped with a “Workflow Completion by Step Report” to truly “coach” the agent on efficiency and effectiveness. If your contact center hasn’t yet embraced Desktop Analytics, you should consider the latest from OpenText™Qfiniti. Let the data enlighten the better way and then add guidance on the agent’s desktop to remind and influence the “best” way. Want to learn how to put all of these new insights on your screen and be ready for your next sideline conversation?  Learn more by contacting one of our coaches (with their headsets on) that are standing by to show you a better way.

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Build Technical Flexibility for a Dynamic CRO Program

dynamic CRO program

In my last post, I introduced a basic toolbox for creating a dynamic conversion rate optimization (CRO) program which adapts to the changes that matter. In this post I will expand on the technical expertise that is required to use those tools. Tools and expertise together make it possible for CRO to solve the most challenging problems. If your organization is anything like the average digital business, then your website consists of several levels of different technical weirdness layered one on top of another like rainbow cake. Never stop tweaking  WYSIWYG tools like OpenText™ Optimost’s very own VisualTest, are great for optimizing the top layer. You can jump right in and make big gains by finding the best copy, color and imagery for your users. Successful CRO programs run tests like this frequently. Every new campaign, product or piece of content can be optimized! Moving beyond the top layer But (there’s always a “but”) to get maximum ROI you’ll need to do more than just scrape the surface. For example, say that you find out that users frequently leave your site after seeing errors on your registration form.  You need to make your error messaging more friendly and easier to understand. The errors only show when users make mistakes in filling the form – they are triggered by an event. This means you need to delve into the next layer to solve your problem. You’ll need:  someone withb basic JavaScript knowledge on your team  a tool that will allow them to use this to reconfigure the error messaging We introduced our pre-load and post-load JavaScript in VisualTest to allow you to do this (more on that in a later post). If you use our managed services you can dig even deeper, as you’ll work with an experienced Technical Consultant who tackles this kind of challenge day in, day out. The coding patterns that are needed in testing seem somewhat crazy to most of the front-end development world, so there is a lot of value in experience at solving these specific types of challenges. A truly dynamic CRO program If you want to be able to fundamentally change the customer journey, you’ll need your CRO team and tools to work with your development team. For example you would need their help to drop or re-order steps in a checkout process. If you’ve had a recent redesign, you may have a single-page app using a framework/library such as angular.js or React. In this case you can integrate so the testing JavaScript drops right in and forms a seamless part of the app. However you are going to need the JavaScript skillset in your CRO team more than ever. The old web principles that WYSIWYG editors rely on don’t always hold true with single-page apps. In short: You need 3 things for a dynamic CRO program: a simple tool for quick changes, basic JavaScript expertise friends on the dev team! So that’s what you will need to build technical flexibility. In the next post, I’ll cover the best way to plan time for successful dynamic CRO program. And don’t forget to look at my previous post on choosing the right tool for the job.

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The Questions you Should be Asking Along the Redefined Customer Journey

digital customer journey

Several blog posts ago I talked about the way that the customer journey is being redefined in the digital age from a linear process to an ongoing loop of BUY then OWN, with the companies you choose to deal with becoming more and more engaged in every part of the cycle. I’ve also posted on how that on-going loop looks like from a customer perspective. But how does this relate to the activities within a company to support that experience? The second layer of the Continuous Customer Journey loop (above) maps the customer’s activities to those of the organization as it attracts the customer, informs, teaches, and converts the customer so they will make a purchase that then needs to be followed up by logistical operations, onboarding and ongoing support. Winning organizations also use engagement assets, such as loyalty programs, to up-sell and cross-sell to the existing customer, thereby generating revenue at a lower cost of sales Although the overall experience is continuous it is made up of 11 distinct stages: Attract: Before any relationship with a customer can be built, it is essential to first make potential customers aware of the company and attract them to find out more. Do people in your potential market know you exist? Inform: The company should then inform any potential clients about the products and/or services they offer. It’s surprising how many companies miss this step, just relying on building brand awareness without actually telling you what they do. What is it that you do? Learn: Another step often overlooked is learning about the potential customer. In today’s digital world customers expect a more personalized experience and service that meets their particular needs and requirements. Do you know who your customers are, and why they need your products? Convert: Perhaps the key moment of the customer journey is the transition from prospect to customer. Ensuring that the previous three steps outlined above have been well executed can ease the conversion process. Unfortunately a lot of companies are focused on this stage of conversion and see it as the culmination of the process, when in fact it is the start of a potential on-going relationship that can drive more revenue. Transact: How easy is it to do business with your company?  Personally I’ve had too many dealings with companies that make it difficult for me to give them money – many of those companies lost my sale. The easier it is for the customer to complete a transaction the more likely they are to want to repeat the process. Logistics: Once your customer has paid for the product and/or service how do you deliver the goods that they just paid for? Is it a quick frictionless process, or is it along drawn out experience? Onboard: How do you make it easy for your customers to set up and start using your product? Do you welcome new customers to your company and community? Support: Supporting your product is not just about helping to fix problems, although that is an essential part of it. Do you make it easy for your customers to own and operate your product? Do you connect with them on a regular basis? In a digital world do you use analytics and trends to be proactive with your customers? You should be supporting the customer, not just the product. Loyalty: How do you make your good customers into great repeat customers? Loyalty programs can be a great way to do that, but they need to be proven to benefit your customers as well as the company. Up-sell: Do you understand your customer’s needs well enough to be able to anticipate when they need to upgrade to the latest iterations of your services? Cross-sell: Can you identify what other products from your portfolio will help your customers meet their business or personal needs? Do you know how to attract their attention and inform them about those other offerings? Have you built a solid ongoing relationship that means you can continue on the customer’s journey together? I believe that this layer of the customer journey is best summarized in a recent tweet from Mark Hurst, the Founder and CEO of Creative Good: “Did you know that your company has a team responsible for managing the customer experience? That team’s name is ‘the entire company’.”

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Fish Where the Fish are…

conversion rate optimisation

In my post, “Do you have the GRIT for testing success,” I summarized a data-driven framework to develop sound testing output. The utilization of business intelligence and web analytics tools, augmented with session replay, click-maps and voice of customer insight all contribute to the what and why of the digital user experience. Ultimately, this insight is used to build data-informed hypotheses, facilitate a successful testing roadmap and effectively “fish where the fish are.” This post aims to share recent examples where I used data to inform testing strategy to “fish” in the right places. I’ll share case studies and recommendations, highlighting some fundamental data sources as well: Measuring on-page elements on high traffic pages Benchmarking landing page performance Funnel segmentation Voice of customer analysis Measuring on-page elements on high traffic pages Testing on pages with high traffic is obvious: with a large pool of traffic, it takes a relative small segment of users to identify treatments that move the needle. Yet, how many times has a page been launched with measurement an afterthought?  How many templates are launched solely on UX wireframe and small-scale user study? I don’t recommend this as approach, but if you have already launched templates on this basis, it’s a good idea to start testing right away. In this example below, we used OpenText™ Optimost to provide click-through rate (CTR) data on a homepage, where web analytics had yet to be implemented. It was quickly apparent that the carousel was under-performing and quick task icons (labeled “icons” below) were out-performing click-through to products. For this client, the carousel housed 12 links to products and the aim was to improve product click-through: Control: We provided a new template as a challenger to the existing Home page which replaced the carousel with a static hero banner and an overlay menu of product links. The challenger increased product CTR from 5.3% to 8.96%, a 66% uplift in product engagement from the homepage. Challenger Compare this example to your own web site: Do you employ a rotating carousel? What is the CTR? What is the CTR of rotation 1 vs rotation 2 and 3? Which is the best-performing element on your landing page? You can measure on-page CTRs in three ways 1) Use your testing solution to create custom click measurements, to plug gaps where web analytics tools have yet to be configured. 2) Set up a variable in your web analytics solution that measures on-page clicks – I recommend using a URL parameter to signal and capture an on-page element post-click e.g: www.domain.com/pagename/?internalclick=homepage_hero_CTA_1 When using an analytics tool to measure CTR, use this calculation: CTR =     total instances of your internal campaign(s)                  page views of the landing page 3) Use an insight tool to provide click-maps and heat-maps. In my experience, I have recorded above-the-fold CTR ~6% and ~10% during sale activity. I have also seen higher CTRs on relevant static campaigns, rather than the employment of rotating carousels. How is your above-the-fold CTR performing? Benchmark Landing Pages Our customers work hard driving traffic to their web site(s). Landing Page analysis helps manage which pages visitors arrive at on the first page of the visit. Below are web analytics reports that can help benchmark landing page performance. In Google Analytics, the report to use is Landing Pages: Behavior > Site Content > Landing Pages Click the comparison icon Ensure that column 1 is set to Sessions to provide the highest landing pages Ensure that column 2 is set to Bounce Rate The RED bars show that the Bounce Rate on these Landing Pages is performing worse than the average Site Bounce Rate. You can switch the same report to show landing page conversion vs the site average. Landing pages with high bounce and low conversion need improvement. Click the comparison icon Ensure that column 1 is set to Sessions to provide the highest landing pages Ensure that column 2 is set to Ecommerce Conversion Rate The RED bars show that conversion on these Landing Pages is performing worse than average conversion rate. These landing pages need improvement in retaining traffic. When using Adobe Analytics, the Landing Page report is found: View All Reports > Pages > Entries & Exits > Entry Pages It is harder to compare landing page bounce rate by average site bounce rate. Here are two options: 1) Create a calculated metric called Site Bounce Rate [Total Bounces] / [Total Entries]. This can then be applied as a metric to this report (as shown in the example above, third column). 2) Use the trended report View All Reports > Site Metrics > Key Metrics (Trended) to get bounce rate separately, using the same dates as the reporting period. By using the same landing/entry page reports, the metric can be changed from bounce rate to conversion rate. This will show which landing pages are poor converting. Now that you can identify high bounce and low converting landing pages, it’s important to compare landing pages of similar hierarchy. Comparing Landing Pages E.g “Which is the most under-performing top tier category landing page?” E.g “Which is the most under-performing product grid landing page?” In this example, the domain has four top-tier landing pages – compare the bounce rates and conversions between them: All bounce rates are better than the site average, however, the conversion rate from the Mens and Womens landing pages are worse than the site average. In this example, the company “New In” clothing (e.g., New In Mens) owned the entire estate for both Men and Women landing pages. In the attempt to promote high-margin product, perhaps too much emphasis was given to just a small percentage of their assortment width. We recommended that this company reduced its emphasis on “New In” clothing and used product sales and conversion data to identify popular categories, brands and “brand category” combinations: G-Star Jeans | Men’s T-shirts | Diesel Underwear etc….. So having identified a high bounce and low converting landing page, we used further product data to tailor a landing page that directs traffic to high-converting product assortments. This is standard practice in a data-driven organization. Even so, sometimes it’s natural for these same organizations to present their own agenda on a landing page, rather than use data and testing to claim authority on landing page performance. One Funnel, multiple opportunities Small improvements in the funnel can return significant incremental revenue. Typically, a funnel can be measured in terms of fallout at each step, to see where customers are experiencing difficulty. Testing can then be prescribed to a focused area of the funnel. Greater insight is found through segmentation. When you segment the funnel by device type and logged in status, this one typical funnel now has six user journeys that can be optimized. Each journey may show different pinch points that can be tested: In this example, we segmented funnel performance by device type and immediately found three areas of focus for testing: Step 1-2 of the funnel are not performing on Tablet, nor Mobile Step 2-3 shows poor performance compared to other steps – so we need to test across all devices Step 4-5 for Tablet is lower than Mobile Not only is it important to segment the funnel to find pinch points for optimization, but also to explain the results of a funnel test or a new implementation feature. More and more large organizations have the resource to productize their customer journeys, and consequently, have a team working solely on the funnel. Therefore, this level of segmentation is becoming increasingly common-place. Add operating system or browser segments into the mix and the number of funnels to optimize can multiply quickly.  Listen to the voice of the customer The use of survey, customer feedback and NPS verbatim is crucial in the application of a testing roadmap and strategy. Such qualitative data is the only time when customers actually tell you what’s up! It quickly shows areas that are causing frustration and provides opportunity for testing. In this example, a legal research provider collated quotes from various sources of customer feedback for their product research tool. Analysis of customer quotes identified words that are most commonly associated with the words frustrating and cumbersome. Clearly, users of the research tool found it difficult to download and print documents. Since that’s a primary objective of this tool, it was cause for concern: On the page, users had to click a print icon, then select a download and/or email icon to have documents delivered (see screenshot below). Based on the insight from the feedback analysis, we believed hiding document delivery behind a print icon might be the source of the frustration, so we designed an experiment to make the options clearer. Control: “hidden” document delivery options   Challenger: Exposes document delivery options After 30 days of testing, results were conclusive: the challenger increased total interactions per visitor by +12% (99% confidence). Session ID data was recorded for this experiment and then returned to validate metrics recorded in the client database.In addition to more interactions, the challenger improved actual document deliveries +6% and improved customer success score. In summary, this was a small change to the control experience that yielded a clear improvement and serves as a great example of sound, data-driven end-to-end testing methodology: 1) Qualitative & Quantitative analysis of customer feedback 2) Diagnosis of current situation – what is causing frustration? 3) Data-driven identification of problem, testing with a prescriptive hypothesis 4) Clear results, measurements provided both in-test and post-test analysis 5) A winning experience that can now be iterated and further optimized “To fish where the fish are” requires understanding of web analytics and user scenarios of the customer journey. As a result, you’ll be feeding quality ideas into your testing program and have a higher chance of success. If you’ve read this far, consider yourself ready for open water! If you’d like our help, please reach out. And please share your ideas for finding the fish in the comments.

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Sell Holidays Online? Good Emotions Mean Good Conversion

conversion

It’s summer holiday season, and we’re all feeling excited about our upcoming summer breaks. But if you work in the online travel industry, how do your customers feel when they book with you? Booking a getaway can be an emotional customer experience, and to get the best conversion rate you need to make sure your site and booking process always evoke the right emotions. Emotions that reduce conversion Fear of the unknown A holiday is a big purchase, so it’s natural that customers can feel some trepidation when committing a large sum of money. As a marketer think about what you need to put in place to reassure customers. How to avoid it Include every detail of what is included in the deal. A package holiday company wanted to save space on their mobile holiday product listings. They tested removing a breakdown of what the holiday included to do this. Their bookings dropped by over 30%! Make cancellation policies clear, and offer insurance if the customer could lose out if they cancel. One European travel company saw increased conversion when a more detailed table of insurance options was shown. The change lifted conversion even among customers who didn’t actually take up the insurance. Confusion Make sure it’s clear what the user needs to input at each stage in their search and booking. How to avoid it For one travel company, simply adding a one word label to a field in a search form resulted a seven figure increase in annual revenue. Before the change the label was a placeholder inside the field, meaning that prospective holidaymakers who tabbed to the field didn’t see it. This left them without any signpost telling them what the field was. The result was confusion and abandonment of the search. One package holiday purchase journey had a large ‘basket’ detailing the options chosen so far above each step. This pushed the current call to action below the fold, so they tested removing or collapsing the basket. For the first few steps, conversion to the next step increased but ultimately conversions stayed the same. Why? The confusion caused by not having the selected holiday details easily accessible balanced out any gains from making the CTA more obvious. Emotions to create for high conversion Fear of missing out While we’ve discussed the bad kind of fear above, this kind of fear can help you make a quick sale and guide users towards impulse purchases. A holiday can be a long purchase cycle, but recently many travel retailers have started to use the tactics of scarcity and urgency to give potential customers a reason to make the purchase now. How to create it Add up-to-date information that shows that a deal is popular – so users fear that it will sell out. Booking.com are famously the pioneer of this. The hotel listing shown below displays both the number of people looking at the hotel “right now”, and the number of bookings today. The second listing even explicitly states that they expect to sell out soon. An airline found that showing the precise number of seats left on a flight significantly lifted conversion. Visitors felt pressured to make the purchase before the seats were sold, and so didn’t have as much opportunity to change their minds or research competitive options. Use countdown clocks where a deal or offer is limited, such as this one on Expedia’s deals page: Smugness Managing to secure a holiday that seems exclusive and sought after gives your customers a sense of smugness or one-upmanship. This might annoy their friends but is something that as a travel marketer you want to encourage! To build on this make sure that any savings the customer is making are made crystal clear so they can pat themselves on the back for being so financially prudent. those in the UK will recognize this idea from the memorable but annoying series of moneysupermarket adverts. How to create it Scarcity messaging as described above can help to create this effect. If the deal does in fact sell out, follow up with a notification email to create this feeling of smugness and encourage repeat business. Placing the savings within the actual CTA e.g. “Choose this deal and save £500” increased views on deals and package bookings for one vendor. Excitement Prospective holidaymakers are more likely to part with hard earned cash if they feel excited about a deal or destination. In addition excited customers will often post to social media about the trip they just booked, giving you free word of mouth referrals. How to create it Content such as imagery, video or travel guides can show off the best features of your holidays. Don’t however highlight this at the expense of a clear and prominent search feature. We’ve seen ugly but clear search pages perform better than design-led, content heavy pages where the search is hidden. Social proof, like a high volume of positive reviews, also helps to hype your visitors up and turn them into customers. Discover more information on how to improve conversions on your website here.

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What I Learned at Digital Elite Camp 2016

testing framework

Fantastic conference in Estonia by Conversion XL recently. 3 days of seminars, workshops and networking, where the key message was to apply a testing framework that relies upon a foundation of analytics; user research; segmentation and operational site performance. Any experimentation will be compromised if foundations:  Cannot be measured with confidence  Are prone to functional errors cross-device and browser Where strong foundations are in place, then optimization is trusted. This conference continued to reference many testing examples; but my key takeaway was an evolving maturity in measurement; moving into longer-term metrics such as customer loyalty and lifetime value, rather than CTR and conversions. The first two sessions saw motivational discussion on “being the change”, challenging the status quo and having the confidence to excel. Paul Rouke (@paulrouke) talked obout how optimization professionals can help reinvent the persona of the HiPPO (Highest paid person in the organisation): Humility Integrity Passion Positivity Openness As optimization professionals, we have to avoid ‘imposter syndrome’ and act as ‘evangelists’ to promote testing culture within an organisation. Tom Barker of Royal Bank of Scotland (@tomabarker) shared how they rolled out testing to the front-line staff of RBS; creating a nucleus of experts to spread knowledge via internal training. The change in culture was emphatic, generating over 400 tests in a year, 110 live data dashboards and buy-in from the executive tier.   Ask yourself, are clients really sharing the wealth of optimization activity performed? Can you do more to present and share success? Avoiding corporate politics in new website design was also discussed. UX examples were provided where the internal business agenda has surfaced on websites. The learning here is to intensify user research: such as UX labs, scroll/heat maps, surveys. “Sell the way your customers want to buy, rather than how you want to sell to them.” Amy Harrison (@Harrisonamy) delivered a great session on how to write copy with impact. Avoid the use of umbrella terms such as “this is a powerful tool” because what does that mean anyway?  Focus rather on the USPs of your product/solution. Surface the needs of the customer to the benefits of the product/solution to match customer requirements: “you can download and trial today.”  Many landing page visitors bounce within 5 seconds – are your USPs visible within 5 seconds? Matching requirements featured in sessions that dissected journeys of an eCommerce site. The message was that each template of the funnel has an independent purpose. Reinforce customer requirements that are satisfied on each page type. Testing should bridge the gap in promoting an offline experience to online. Pop-up buying guides should appear upon scrolling; use localized testimonials; use of videos and alternative imagery –  all help to provide the look and feel you get with an offline experience.Use these tactics to effectively help customer decision-making. And if a product that is niche, technical or spec heavy, but is suitable for beginners, then tell them so! Day 1 was summarized by Peep Laja (Conversion XL). He pitched the XL Institute, a subscription where case studies are shared and academic papers translated for general use. This academic research is in the psychological study of cognitive bias that rationalizes the internal processes of decision making. Recent Institute case studies, showed some interesting trends on uplift with: Use of bullet points Left to right priority of pricing plans Familiarity of Trust/Security symbols Addition of images to testimonials Use of female customer service voices Days 2-3 drilled further into optimization practice; SEO/PPC optimization; video optimization; growth-hacking tactics; and analytics. It is clear that optimization professionals rely heavily on additional tool sets, such as heat-maps, session replay and user research. Usabilityhub.com was mentioned as a shared resource. These tool-kits featured in many sessions to help solve “why?” a customer is exhibiting certain behavior. Data Layer, GTM and GA all delivered sessions regarding configuration, content optimization and re-targeting activity, with a key message: Your testing tool has to be hooked up to a web analytics platform.  Two sessions stressed the benefit of creating calculated metrics in your web analytics platform and creating multiple micro-conversions. Session scoring methods were discussed, applicable to measure content engagement and sites of low-traffic. Hit-level behavioral segmentation was also exemplified. For example: “A user visited page x and then clicked button y”  Yehoshua Coren (@analyticsninja) gave a great example of using multiple micro-conversions to create a scoring index to measure visitor interest over 30 days; used to avoid banner fatigue in re-marketing. Both sessions stressed a move to longer-term user behavior. Metrics such as Customer Lifetime Value; Average Cost per session; and Cost of Acquisition were especially pertinent. The conference was summarized by Craig O Sullivan (@OptimiseOrDie) stating that tools, knowledge, and techniques have all improved, but the foundation of conversion optimization remains a difficult job. Here are 12 concluding points: Avoid relying on best practice. It’s never 1:1 advice Build an optimisation roadmap on strong foundations of data Work on organisational design and culture; prepare for scalable growth Embrace failure – it’s an integral part of conversion optimization Humility and ignorance help achieve better results. You can’t and don’t know everything! Develop a ‘better quality’ ignorance Mature your metrics. Focus on loyalty, satisfaction and customer lifetime value rather than short-term events Prioritize: “Without scoring, you are burning rubber” Use quantitative and qualitative methods to map out the whole situation and solution Usability vs. motivation – work on both, but functionality trumps motivation Implement a process. Find a way of working that fits your team You MUST have copywriting, persuasion and psychology available to CRO teams Do cross-device optimization – not many companies and agencies do it fully yet I also learnt that I need to read this book. Predictably Irrational by Dan Ariely. Thanks again for a great Elite Camp!

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Nashville Notes – Impressions of my First Enterprise World

Enterprise World

I’ve been to Nashville several times before, but never for an event like this. It had everything from Country Singers to an Astronaut – and some great business and technology as well. Welcome to OpenText Enterprise World! On the second day of Enterprise World, someone described it to me as “overwhelming,” and so it was on some levels. There was simply so much to choose from. Over two hundred breakout sessions ranging from business strategy, to software practioner how-to tips,through to  developer sessions that got down to the code level. Alongside were six themed theaters on the main Expo floor each running fifteen minute presentations on an equally wide range of subjects. Plus an Innovation Lab, a Developers Lab, Customer Roundtables, and over forty demo stations; it was a lot to take in. Whether you are a long time OpenText customer, a recent customer going through systems implementation, or a prospective customer – there was something for everyone. And as a relatively new staff member there was a lot for me to take in too; but I couldn’t have asked for a better immersion on the company’s culture, customers, staff, solutions, and products. Everyone I spoke to had a good time. Despite its size and apparent complexity the event ran very smoothly, and all were happy with the experience. Experience was the framework around which my week at Enterprise World was structured as I was managing the Experience Theater for the Customer Experience Management team. We had a steady flow of visitors to the theater to discuss a variety of subjects, and to take a look at the various product demonstrations available. It was interesting to note that most of the conversations were about solving business problems, and how to move towards delivering a continuous customer experience driven by digital transformation initiatives and projects. The changing nature of business was also highlighted in the opening keynote from OpenText CEO Mark Barrenechea as he described the journey from Engagement to Insight across the enterprise. Engagement | Capture | Content | Process | Collaboration | Discover | Exchange | Insight This concept clearly resonated with the audience at Enterprise World and is one I’ll be revisiting in future blog posts on how delivering an exceptional customer experience can drive the journey towards better customer and business insight. If you couldn’t make it to Nashville this year, make a note on your calendars for the week of July 10, 2017 and join us in Toronto next year for what promises to be another exceptional conference.

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Introducing OpenText TeamSite 8.2

Contact Center

Optimize Your Digital Experiences with OpenText™ TeamSite 8.2 We’re happy to share the announcement of our latest OpenText TeamSite release – TeamSite 8.2! TeamSite is a modern, dynamic, and flexible platform for digital experience management. It makes it easier for marketers to deliver outstanding digital experiences by simplifying the management of content across all channels, including web, mobile, email, social, ecommerce, and portals. From a single, easy-to-use interface, you can author, test, and target content, manage rich media, design websites and mobile applications, and publish content. Get to know what’s new in TeamSite 8.2 by scrolling through our SlideShare deck – or reading the details below. You can also email teamsite.mediabin@opentext.com for more information.   Test your web pages for higher conversions and improve productivity OpenText TeamSite 8.2 brings you an even more marketer-friendly digital experience management platform that helps your business increase revenue – while also increasing productivity. With TeamSite 8.2, you’re able to optimize customer engagement and simplify tasks for your content editors, authors and web teams. Boost conversions by testing the value of your web pages TeamSite 8.2 is integrated with OpenText™ Optimost. Now, you can create experiments and view reports without having to leave eStudio. Adjust text and creative elements of your published TeamSite web and mobile experiences. Then, push your site to the next level by running experiments. You’ll see which versions brought you the best business results, so you can then take that knowledge to lift conversion rates and revenue. Take advantage of more flexible TeamSite templates Creating and editing pages just got even easier. Your web team won’t have to waste precious time creating new templates for every minor deviation from standard pages. They can set up flexible templates by designating components as “placeholders” that can be swapped out for other component types. For example, let’s say you have a template with a header, an image, and two columns of text, but you want to change the image to an embedded video instead. Now, you easily switch out the image for another type of component, like video. Flexible templates empower you to create new pages faster – without having to go back to web designers for every little layout change. Recognize web and mobile content easier with thumbnail previews Foggy memory? That’s ok. Now, when you are in eStudio, web and mobile pages and templates automatically generate image previews. This supplies you with visual cues to quickly identify existing projects. You no longer have to remember file names in order to find what you’re looking for. Publish dependencies from rules The Publish feature now looks at all of the targeting rules that are associated with the components of your page or template. It sees what content could potentially be returned from the rules – images, for example. It automatically grabs the content and publishes the content with all of the dependencies. You don’t have to manually publish each piece of targeted content associated with each published page. This update will save you a lot of time when publishing content – and it reduces the risk of accidentally forgetting to publish targeted assets for each page. Easily create new hybrid mobile apps Now, you can create a hybrid mobile app directly from the source – by using an existing TeamSite-generated site or a subfolder of a TeamSite site (such as a campaign microsite). And there’s an even easier option to create hybrid mobile apps. You can now simply enter the URL of any live website, regardless of whether that site was created or published via TeamSite, and create a new app based on content from that site. And just so you know – when you create Android and iOS apps, you can choose IPA and APK options. These options will enable you to directly download and install ready-made apps. You’ll save a lot of time because you or a developer won’t have to build the apps manually. Speed up the mobile testing process Enterprise organizations have so much on their plates when it comes to testing and reviewing content before it’s published or updated. We wanted to make it easier for the testing teams in your organization – so that they aren’t wasting a lot of time looking at devices they don’t support. The mobile emulator – which allows users to virtually preview and edit content displayed on multiple device types at once – has been updated so that your team can configure the specific devices it wants to see. This enhancement speeds up the mobile testing process by helping your organization view only devices it supports. View content in a folder structure If you’re used to navigating TeamSite via a folder structure, you’re in luck! In addition to the tile-based view of content included in TeamSite 8.0 and 8.1, you now have the additional option to view content in folders. Not only that – you can search the folders for the sites, pages, templates, apps, etc. that you’re looking for. So no matter how you slice it, you’ll find what you need in the way that’s comfortable to you. See version history in Experience Studio You can now view version history for all web and mobile app files – within Experience Studio. This includes pages, templates, assets, and targeting artifacts. Version History shows all the versions of a selected file or page to help differentiate them in their draft, submitted, and published states. Versions can be previewed, and changes can be reverted. When selected, each version reveals several details including version number, date and time submitted or published, and who modified the draft files. This feature helps those in highly regulated industries or companies with strict archiving requirements. Easily navigate through localized content The Monitor Localization dashboard is clean, easily searchable, and can be launched from eStudio. The number of tabs have been reduced, making it easier for your team to navigate and find the assets they are looking for. Other enhancements There are several other enhancements included in TeamSite 8.2. eStudio now offers the functionality to customize workflows, according to your organization’s business processes. Now, your organization can segregate user access to certain areas of your websites and access multiple stores in Experience Studio. The TeamSite Administration Guide now shares how to run Linux installations as a non-root user. There have been some additional enhancements to layout capabilities. Now, users can select sections, rows, columns via standard CSS3 index-based pseudo selectors. Any associated styles will be reflected in edit and preview mode. And this feature also provides a page/body wrapper for users to add styles for the entire page. Technical support Expanded technical support includes: Java: Support for Java 8 runtime is now added to TeamSite, OpenDeploy, LiveSite, and Search. Tomcat: Support for Tomcat 8.0.36 has been added to LiveSite. OpenSSL: TeamSite 8.2 components will link to OpenSSL 1.0.1e on the Linux platform. However, OpenSSL 1.0.x is supported. Windows will link to OpenSSL 1.0.2e. Thank you for taking a look the new features included in TeamSite 8.2! For more information, email teamsite.mediabin@opentext.com.

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3 Proven Tips for Optimizing Your Lead Forms

Optimizing lead forms

One of my favorite page elements to optimize are lead forms. I enjoy optimizing lead forms for a number of reasons, one being the fact that clients who have lead forms are sometimes smaller businesses, and every additional lead we receive due to optimization significantly affects their business. Another reason why I enjoy optimizing lead forms is that they offer up a ton of opportunity. Within the lead form itself, you can optimize the headline and sub-headline (if one exists), the number of fields presented, the location of the lead form on the page, how the lead form is presented; the list goes on and on. After recently completing a number of tests involving lead forms, I reflected on my learnings and composed these 3 proven tips for optimizing your next lead form. Let’s review them below. #1 – Personalize the Form Headline Typically, lead forms span multiple pages throughout your website, specifically across product and services type pages. Visitors to these pages are looking for additional information related to that product or service and when visitors cannot find the information they require, they either leave the site or consider contacting you through a lead form. To increase the likelihood a visitor submits the lead form, draw them in by personalizing the headline of the form. You can easily pique interest by communicating the fact that a specialist related to that product or service will be contacting them, rather than a random sales representative. There are two key takeaways related to the example below. Voice Services is the name of the product. This product name changes based on the product or service the visitor is viewing.  By changing the name of the product dynamically, the visitor believes they are going to speak to someone who is knowledgeable about that specific product or service. Often times visitors are reluctant to complete a lead form for fear that a random sales representative will be contacting them. We tacked on the word specialist to the end of the headline to increase trust. #2 – Know Your Audience Life throws a lot at us. We constantly juggle work, personal life, kids, bills and more. Long story short, we are busy people. Because people are so busy, it benefits you as a business to take on the responsibility of initiating the conversation, rather than the other way around. Consider the example below. The original call to action was passive and made it seem like the visitor was responsible for initiating the conversation, whereas the challenger gave the visitor the impression that the business would take on the responsibility of getting in contact with them. At the end of the day, understand that people have busy schedules and help them understand that you as the business are here to make their lives easier. #3 – Include the Form Directly on the Page Throughout my years of optimization, I’ve heard arguments for and against exposing the lead form directly on the page. Some believe it adds clutter or can be a distraction, but I tend to believe that because it takes up more real estate it actually helps increase the attention the form receives and it reduces the number of steps necessary to complete the lead form (removes the need to click to another page). Make it easier for visitors to interact with your business by adding the form directly to the page rather than asking the visitor to click a button to view the form. These are just 3 examples of how you can significantly increase the submission rate of your lead forms. Before conducting your next test, consider these proven techniques for optimizing your lead forms.  If you need help making your tests more actionable and want to learn more about optimizing your lead forms, get in touch with us at cemsolutions@opentext.com.

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How to Improve Your CRO Results With Data Driven Hypotheses

Conversion Rate Optimization

A test’s hypothesis is arguably the most important factor when it comes to conversion rate optimization (CRO). The hypothesis not only establishes the purpose behind running a test, it also helps inform the design of test variants as well as helps to determine key performance indicators (KPI’s). That said, not all hypotheses are created equal, there are good hypotheses and bad. Good hypotheses are formed and supported by data, while bad hypotheses have no support and are generally based on subjective opinions. While the concept of developing strong hypotheses using data may seem fairly straight forward to some, it’s alarming to see that a vast majority of hypotheses I come across are not supported by data. CRO novices and experts alike continue to form poor, non-supported hypotheses from sources such as ones intuition, general theories, the HiPPO (highest paid person’s opinion), competitive research and even designers’ opinions. While many of these sources can, at times, lead to successful testing, none have more impact than those backed by data. If your goal as a CRO practitioner is to increase the likelihood of success, you must abandon the notion of using opinions to form hypotheses and place more importance on data. Develop Stronger Hypotheses Using these Common Sources All types of data sources can be used to form hypotheses including web analytics, CRM data, session replays and more. More importantly, each source offers a unique set of data points that help focus and streamline the hypothesis development process. The table below includes just a few examples of the different data sources and their corresponding data points to help you build better hypotheses. By no means is the list exhaustive, but this should get you started on your journey to building better hypotheses. Data Resource Typical Data Points Web Analytics Top Entry & Exit Pages Paths to Conversion Visitors Likely to Convert (e.g. new vs. repeat OR mobile vs. desktop, geography) Actions Leading to Conversion (e.g. calculator interaction, product comparison) Previous Test Data Types of Elements that Increased Conversion (e.g. headline, CTA, content) Audiences that Responded Positively Actions Leading to Conversion CRM Data Attribute Analysis of Past Purchasers 3rd Party Data Visitor Profile Data (e.g. psychographic, demographic) Voice of Customer Data (VOC) Qualitative Data (e.g. common pain points) Session Replays Causes for Abandonment (e.g. form field errors, form submission issues, data entry hesitation such as SSN) Now that we understand the types of data that can be used to form strong hypotheses, let’s take a look at a couple of examples of data supported hypotheses that led to significant impacts to our partners’ business. Example 1 – Correlation Analysis A recent analysis of a client’s shopping cart revealed that there is a strong positive correlation between visitors who click on the ‘Continue Shopping’ button and the average amount spent per visitor.  This analysis helped us to understand the fact that revenue per visitor significantly increases by getting more visitors to add additional products to their cart after clicking the ‘Continue Shopping’ button. Hypothesis Formed: Revenue per visitor significantly increases by getting more visitors to add additional products to their cart after clicking the ‘Continue Shopping’ button, therefore by drawing more attention to the ‘Continue Shopping’ option we should see a significant impact on our revenue per visitor metric. Test & Outcome: Example 2 – Visitor Attribute Analysis (New vs. Repeat Visitors) An analysis of a bank’s test data showed that there is a significant number of visitors who leave the website after their first visit and return several days later to start an online application. Hypothesis Formed: Data suggests that a significant number of first time visitors are not ready to start the application process and that many of them return to the website several days later to begin that process. By targeting these visitors with content related to the last product viewed upon their repeat visit, we expect to see a significant impact on application start rates. Test & Outcome:   At the end of the day, the hypotheses we formed and the insights that followed would not be possible without supporting data. Without data, less visitors to the eCommerce site would continue shopping, we’d see less started applications at the bank and ultimately less reservations being submitted for the car rental company. To conclude, while testing theories or listening to the HiPPO is an easier, quicker way to get tests up and running, these methods for forming hypotheses are far more inferior to using data. While you may not have direct access to data, your internal analysts, agencies or your client relationship manager typically do. Rather than forming hypotheses using subjective opinions, reach out to any resource that may help provide the data needed to form data driven hypotheses. If you need help making your tests more actionable and want to learn more about developing data driven hypotheses, get in touch with us at cemsolutions@opentext.com.

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Omnichannel Communications for Your Digital-Savvy Millennials

millennials

By the year 2025, millennials, or “digital natives,” will make up 75% of the workforce. This adds a greater sense of urgency to an organization’s ability to successfully deliver digital communications. Though I’m not a millennial, I live with a few of them and I notice our differences. At first I didn’t buy the idea that this generation is that much different than their predecessors. But as I pay attention to the way my 18-year-old son interacts with his friends, how he makes decisions about brands and how he recently responded to his insurance company’s email about repairing his car after a fender bender, I begin to see the light. While he rarely talks on the phone or uses email, he sends around 10,000 texts a month, and reads online product reviews. His behavior is solidly mobile first. For a look at millennial trends and characteristics, check out this infographic. There are now more millennials than baby boomers and they have more than a trillion dollars in purchasing power! As the digital transformation takes hold, companies that recognize this trend will adapt their customer communications to appeal to this highly digital and technologically advanced group. If your company has or is moving to digital, that’s a good plan. But reconsider your path if you hear your colleagues and leadership saying things like: We’re too busy or We don’t have budget to make any changes right now Oh, millennials don’t have any money, they’re teenagers. We already send PDFs, isn’t that enough? Millennials want much more than PDFs. They want access to their brands 24/7. They have the highest adoption and usage of mobile devices of any generation and they navigate seamlessly between devices and channels, which means they expect consistent content experiences and branding across those channels. Millennials use social media like no other generation before. They like, follow, tweet, and share on all channels—actions that can make or break a brand. They engage with brands more deeply through social networks, with 52% saying they, at least occasionally, use their mobile devices on social media to indicate that they like a brand, compared with 33% of baby boomers. Also, 39% post product reviews, 35% share links about products on LinkedIn, and 32% say they follow brands on Twitter. In each case, the percentage of millennials who reported these activities exceeded that of boomers by 150% to 250%. Millennials identify with brands more personally and emotionally than older generations. Fifty percent of U.S. millennials ages 18 to 24 and 38% of those ages 25 to 34 agree that brands “say something about who I am, my values, and where I fit in.” Keeping the message relevant To sustain millennial loyalty, companies need a strong digital presence to engage this audience as individuals with omni-channel communication preferences.. That means providing anytime, anywhere access (millennials hate delays), rewarded with targeted promotions and offers. Companies should strive for messages that speak authentically to the attitudes, beliefs, preferences, and personalities of their audience because this group moves away from seeing brands as “badges” or status symbols and instead thinks of brands as “mirrors” that reflect their values and beliefs. View the infographic “Are you prepared to engage the digital natives?”    

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Accelerate Your Customer Communications Strategy at Enterprise World

Enterprise World

Join us in Nashville this July at Enterprise World 2016 to learn, and share, the latest in Customer Communications and how to turn your regular customer communications into a powerful marketing asset. With OpenText™ Communications Center you can maximize the effectiveness of your communications, not only by providing a single, consistent look and feel across all devices, but also by creating a dialogue from the document. Also, because the channels are linked, a customer can, say, initiate an application from their email reader and complete it on their tablet at a later time or date. Communications Center provides the robust, enterprise-grade CCM solution that you need to effectively generate and manage communications that connect all of your business systems, while providing up-to-the-minute critical information to your customers, partners, vendors and personnel. You can find out more at the upcoming OpenText Enterprise World conference in Nashville the week of July 11th. The focus for Enterprise World 2016 is to provide more informative and detailed technical sessions alongside customer case studies, making it our most informative user conference to date. For example, the OpenText Communications Center specific sessions on offer in Nashville include: Fast tracking sales from Contract to Digital Signature Developing state of the art Dynamic Templates for Customer Communications Data Gathering Strategies for Customer Communications Management Integrating Customer Communications with Content Server What’s new and what’s upcoming for the OpenText Customer Communications offerings And that’s just a small selection of over 20 sessions around Experience Suite and 200 plus breakout sessions, roundtables, labs, and demos on offer across the whole OpenText portfolio. Enterprise World 2016 is a must attend event for anyone in the Customer Experience and Customer Communications world. If you haven’t yet registered for Enterprise World, now is the perfect time to do so. Come join us in Nashville!

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