Insights

RedEye Optimisation's Twelve Days of Christmas 2018

Blog / 07 Dec 2018

Tags: Christmas / Countdown / Optimisation Tips

We help you countdown to the holidays, by giving the twelve days of Christmas a marketing twist! Every working day we will be posting a new tip written by our RedEye Optimisation experts on this page. So check back each day for a new tip or piece of advice for next year!

On the twelfth day of Christmas, RedEye Optimisation gave to me, a tip on getting personal

Personalisation is a great way to target your customers and show them a unique experience. It can help increase the test impact and engagement by making sure you are sending the right message to the right customer!

Julia Megginson, Customer Success Manager

On the eleventh day of Christmas, RedEye Optimisation gave to me, a tip about problem-solving like a developer

When coming up against a problem, my suggestion is to think like a developer! Think of the simplest solution to your problem and then try to create something as close to that as possible. Make your life easier!

Take a logical approach, don't just try things randomly. Analyse the nuances of the situation to decide what approach is best suited.

Don't try the first solution that comes to mind, but think of multiple ways to solve the same problem to help decide the optimal approach.

Theo Stevens, Solutions Engineer

On the tenth day of Christmas, RedEye Optimisation gave to me, a tip about website copy

Short lines, good at the supermarket, good on your website. Getting people to read big chunks of copy can be a challenge, but are you making it harder for your website visitors than it needs to be?

The line length of your text can have a huge impact on the readability of your copy. If your lines are too narrow, readers will find it hard to get into a good rhythm. If your lines are too wide, the reader could have difficulty focusing on the text and are likely to struggle moving between lines in long paragraphs.

We advise that clients aim for about 50-75 characters per line, depending on their font.

Frankie Firth, UX Consultant

On the ninth day of Christmas, RedEye Optimisation gave to me, advice about getting my Experience Design right 

To get your experience design right you really need to zero in on the problem. It’s very easy and often comforting for UX designers to be given a solution to a problem in some capacity and then resist the temptation to work on that solution. The problem is the brief, if you listen to the solution you are effectively eroding the “user experience” from the “experience” design… basically you are simply designing – don’t do it! 

Andrew Furlong, Managing Director

On the eighth day of Christmas, RedEye Optimisation gave to me, a tip about test prioritisation

Carefully consider how you prioritise your AB tests. You should think about effort, impact, and don't forget your monthly visitors to specific site areas.

Effort can be scored on how difficult the test would be, considering time spent on data and analytics, development and QA.

The impact can be calculated by evaluating how much your test will impact user behaviour. Will it increase urgency? Will it improve clarity and remove anxiety? Will it impact your sales, revenue, or other key success metric?

Finally, you must take into consideration the number of monthly visitors to that specific website area. The more traffic, the more likely the test will have an impact. Depending on your changes this could be positive or negative, however, even if the results are negative, at least you will know what changes not to make!

Francesca Baldwin, Optimisation Manager

On the seventh day of Christmas, RedEye Optimisation gave to me, advice about taking a new approach to AB Testing

Are you getting a lot of inconclusive results? Struggling to keep thinking of quick win tests? It's time to try a new approach and start innovating.

In 2019 put the customer experience at the heart of your testing and begin to challenge the status quo – remember your users are not rational thinkers! Move away from quick wins and create a framework for implementing challenging and creative alternatives to the norm.

Cristina Dresch, Head of Optimisation

On the Sixth day of Christmas, RedEye Optimisation gave to me, advice on giving your customers options

In UX we use the principle of Hicks Law, the law proves that the time taken to make a decision increases significantly when the number of options available increases. Presenting users with fewer options may seem counter intuitive when you have a ton of great offers and products available (and targets to meet)! I would recommend looking towards Amazon for tips and tricks on giving your users choice, but without too many options.

Amazon do not show all of their departments in their primary navigation, that would be a huge amount of information to process. Instead they use a staggered navigation which gives multiple stages with a less overwhelming number of options in each. The search bar is given a lot of screen real estate, allowing users to find exactly what they are looking for. Finally, they personalise homepage content so users see information relevant to them.

Frankie Firth, UX Consultant

On the fifth day of Christmas, RedEye Optimisation gave to me, advice about proper planning to prevent poor performance

To test a prototype, it needs to be robust - no bugs and no breakage! This testing will help ensure that a user can navigate through the prototype journey without hitting a dead end in your user testing sessions.

It's also important to test the prototype on ALL relevant devices used during the user testing sessions a few days prior. Just because it works on desktop doesn’t guarantee it will work on tablet or mobile.

Finally, make sure you pilot your prototype before the user testing. This means you will be able to have one final check to be sure the prototype itself is working and if not, there is still time to go back and resolve any issues. You can also check that the recording equipment in the lab is working as you expect.

Sofia Pereira, UX Coordinator

On the fourth day of Christmas, RedEye Optimisation gave to me, advice on testing as a source of insight

When running user testing on a new feature think about how AB testing can help inform that. You don't always need to have the answer in order to AB test, you should also be testing hypotheses that help you get there.

The most mature testing programmes embrace a constant state of experimentation, so next year use your AB Testing programme to gather feedback on your new features or products.

Cristina Dresch, Head of Optimisation

On the third day of Christmas, RedEye Optimisation gave to me, a reminder to book in your MOT (user testing) 

If you’re constantly adding new features and functionality to your website, and particularly if you’re always pushed towards quick and easy solutions, then it’s quite likely that you’re inadvertently introducing small inconsistencies, differences and breaks into the customer journey. Over time these can build up to degrade the overall experience.

You can make sure your website remains fit for purpose by giving it a thorough MOT - at least once a year conduct moderated user testing on full customer journeys. You can make this an event for your team to observe and re-connect with real customers. You’ll also be able to re-prioritise your roadmap from an experience perspective and generate a lot of ideas for optimisation. Book your MOT now!

John Spong, UX Project Director

On the second day of Christmas, RedEye Optimisation gave to me, advice on increasing Experimentation Velocity

If velocity of experiments is one of your top priorities for 2019, my tip is to focus on quality first. While this may seem counter intuitive, as a focus on quality suggests investing more time on evidencing and prioritising ideas, it will pay off!

Having more winning tests, or more importantly fewer inconclusive tests, will lead to a greater velocity in the derived value from experiments, which ultimately is what experimentation is all about… don’t caught out by testing for testing sake simply to increase velocity.

Simon Gripton, Commercial Director

On the first day of Christmas, RedEye Optimisation gave to me, a tip on testing beyond acquisition

Understand what brings people back to your website. There is no denying that a steady stream of new users is great, but if you're neglecting the customers you already have, they could just be filling a hole. Returning users have different needs to new users - a good online customer experience addresses both sets of needs. UX research often focuses on the acquisition journey - but finding out how you're meeting the expectations of current users can be just as useful.

Susanne Wraight, Head of UX