Representing the User
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The document discusses the evolution of analytics at Rightmove, highlighting the shift from basic log counting to advanced methods such as usability studies, voice-of-customer sessions, and digital experience replay. It emphasizes the importance of combining hard data with emotional narratives from users to drive actionable insights and influence customer decision-making. Key methods like session reviews and multivariate testing are identified as effective tools in understanding and enhancing user experience.
Representing the User
- 1. Representing Tomas Vaitulevicius @earnedmarketing Rightmove the User
- 2. Who works for a company where Analytics say jump and the Business asks how high? Well… Neither do I
- 3. Top 10 UK website 100m Visits 1.5bn Page Views 60%-80% market share of UK users 73% profit margin 90% market penetration
- 4. 10k+ distinct customers Revenue more sensitive to sales and customer service Varied levels of value measurement among customers Long term fixed subscription contracts
- 5. < 2008 – Log counting The history of Analytics at Rightmove – before 2008 all we had was scripts counting access logs
- 6. > 2008 – Move to Web Analytics REPORTING | DASHBOARDS | INSIGHTS We then moved into Click-Stream Analytics and tried to deliver actionable insights
- 7. But for some reason we were creating little change / action
- 8. It wasn’t because of people not caring! PRIDE| EXTRA-MILE | COMPETITIVE People were interested in analytics and passionate about improving what they were doing, but couldn’t relate to the data and weren’t inspired to act
- 9. Two Routes to Persuasion Central Peripheral Extremely powerful Requires • High involvement • Ability to process • Clear facts in your favour Somewhat weaker to trigger immediate action Requires None of that Understanding and internalising stats is hard – that’s what analysts are for. Getting everyone to act on data requires the addition of anecdotal & emotive drive!
- 10. Finding the Passion We found the passion that ignites change through overlaying the hard data with direct input from real users of our product
- 11. Getting user input Usability Studies Voice-of-customer Session Reviews Surveys Web MVTs analytics
- 12. Usability Studies – Acumen Fieldwork For £100 Acumen can source for you a specific type of user for an hour’s usability session. This is very qualitative, but your user telling you why you suck is as emotive as it gets! Usability Studies Voice-of-customer Session Reviews Surveys MVTs Web analytics
- 13. Usability Studies Voice-of-customer Session Reviews Surveys MVTs Web analytics Remote Usability Testing - GoToMeeting And you don’t even need to get people into your office – online/remote usability is great too
- 14. Voice-of-customer Usability studies Session Reviews Surveys MVTs Web analytics User Feedback - UserVoice UserVoice is great for getting a sense of relative priority among the desires of your users. It is also the perfect test to your company’s commitment to customer-centricity.
- 15. Voice-of-customer Usability studies Session Reviews Surveys MVTs Web analytics Social Listening – All Social Networks Cheap, Quick & Public
- 16. “Digital experience (session) replay has emerged as the most effective method in helping to understand the customer experience, with three in five companies considering it ‘very’ effective. However, only a quarter (28%) of companies use this method. Digital experience replay is also considered the most effective method for identifying problems or issues with the digital experience, with the proportion of organisations saying this is a ‘very’ effective method increasing by 10% in the last 12 months.“ Econsultancy “Reducing Customer Struggle 2013” Session reviews Usability studies Surveys MVTs Web analytics Voice-of-customer
- 17. “Digital experience (session) replay has emerged as the most effective method in helping to understand the customer experience, with three in five companies considering it ‘very’ effective. However, only a quarter (28%) of companies use this method. Digital experience replay is also considered the most effective method for identifying problems or issues with the digital experience, with the proportion of organisations saying this is a ‘very’ effective method increasing by 10% in the last 12 months.“ Econsultancy “Reducing Customer Struggle 2013” Session reviews Usability studies Surveys MVTs Web analytics Voice-of-customer
- 18. “Digital experience (session) replay has emerged as the most effective method in helping to understand the customer experience, with three in five companies considering it ‘very’ effective. However, only a quarter (28%) of companies use this method. Digital experience replay is also considered the most effective method for identifying problems or issues with the digital experience, with the proportion of organisations saying this is a ‘very’ effective method increasing by 10% in the last 12 months.“ Econsultancy “Reducing Customer Struggle 2013” Session reviews Usability studies Surveys MVTs Web analytics Voice-of-customer
- 19. Session Replay (Server-side Recording) - Tealeaf Session reviews Usability studies Surveys MVTs Web analytics Voice-of-customer
- 20. Session Replay (Server Logs) - Spyglass Spyglass is our internal “replay” tool which is due to be released to the public Session reviews Usability studies Surveys MVTs Web analytics Voice-of-customer
- 21. Session Replay (Browser-side recording) - GhostRec Session reviews Usability studies Surveys MVTs Web analytics Voice-of-customer
- 22. Session reviews Usability studies Surveys MVTs Web analytics Voice-of-customer Heat Mapping
- 23. NPS - Vovici Surveys Usability studies MVTs Web analytics Voice-of-customer Session reviews
- 24. Qualaroo Usability studies This is where qualitative really meets quantitative MVTs Web analytics Voice-of-customer Session reviews Surveys
- 25. 5 Second test Describe the website in three words. This immediately started a website redesign project! Usability studies MVTs Web analytics Voice-of-customer Session reviews Surveys
- 26. 5 Second test And the follow-up gave us confidence that we were moving in the right direction Usability studies MVTs Web analytics Voice-of-customer Session reviews Surveys
- 27. Usability studies Web analytics MVTs (Multivariate Tests) MVT - the ultimate test of User Preference. In our first test ever we wanted more people to contact our agents… Voice-of-customer Session reviews Surveys MVTs
- 28. MVTs Usability studies Web analytics …and tested a (semi-random) variety of Call-to-Action buttons Voice-of-customer Session reviews Surveys MVTs
- 29. MVTs Usability studies Web analytics The colour did make a little bit of a difference… Voice-of-customer Session reviews Surveys MVTs
- 30. MVTs …but it was the text that created a step change through shifting the meaning of the CTA Usability studies Web analytics Voice-of-customer Session reviews Surveys MVTs
- 31. Big impact requires big changes Usability studies Web analytics Only testing small tweaks expect small changes in user behaviour Voice-of-customer Session reviews Surveys MVTs
- 32. Big impact requires big changes Only testing variations that you think will increase the performance guarantees Usability studies Web analytics We don’t know better that you miss out on big impact findings! Voice-of-customer Session reviews Surveys MVTs
- 33. Usability studies Web analytics Voice-of-customer Session reviews Surveys MVTs Factor Motivation Aspects Quick and easy Not missing out Fear of irrelevant information/trust Register with multiple agents – buy/rent Can’t find what you’re looking for Factor Visibility Aspects Location Presentation Factor Usability Aspects Legibility / descriptiveness Ease of use We now use a framework of identifying Factors > Aspects > Variations to ensure that we cover all the factors/aspects that might impact performance instead of just testing 20 different colours
- 34. This is the easy part… Usability studies Voice-of-customer Session reviews Surveys Web analytics MVTs
- 35. Questions? Usability studies Voice-Session reviews Surveys Web analytics Session Surveys MMVVTTss reviews Voice-of-customer Usability Studies