How data works with strategic design

2 min read

In recent weeks Common Good has been working with optimisation and analytics consultant Keir Gibson to delve deeper and deeper into web analytics to harness customer insight. We wanted to share one of the key successes in showing how making micro improvements can have huge impact.

This was a quick project that started with gathering as much data as possible and deriving clear actions out the back of it. We involved the client throughout, sharing highlights, telling the story of the data and providing strategic guidance and prototypes from the analysis.


Making is simple.

The aim was simple, to increase conversion (sales) of the website through the introduction of tests making the customer experience easier and simpler.

To achieve this we needed to collect data via a website survey, study the web analytics, analyse heat maps and user behaviour, monitor screen recordings, review competitors, and create succinct hypotheses from our findings.

What we really wanted to provide was direction in how to bridge the gap between the real world and digital insight, ensuring we delivered something consistent that could be trusted. This would create a holistic story that was rounded, underpinned by data and demonstrated value from combining qualitative and quantitative data.

Insights synthesis.

During a discovery project earlier in the year with the brand, a lot of great insight about the customer experience had been gathered and synthesised by the team. With feedback from real customers interviews, observations and surveys, journey mapping, clear themes and guiding principles. Allowing us to be able to marry up qualitative and quantitative research to enhance our customer insight and add to our strategic design approach.

Using the customer themes and insights we were able to align what we were seeing in the web analytics data, validating our hypotheses of the customers. This gave us clear headlines helping us to take what people were already saying about the brand and translate this accurately for the online experience. These included aspects of:

        • Transparency – clear content
        • Reliability – responsive call to action
        • Engaging – interactive content
        • Simplicity – navigation and information hierarchy
        • Trust – online chat availability
        • Personalised – relevant information

Big results.

We’ve run a strategically design prototype to test with more in the pipeline, and the results so far are as these:

  • the availability of online chat is 4 times more likely to encourage users to purchase, and the overall experience with Live Chat leaves users with a feeling of trust and excitement.
  • the first test has delivered a significant improvement in the experience
    • 106% increase in usage
    • 20% increase in revenue
    • 56% increase in transactions during a chat

How it changed the game.

Having then developed hypothesis for each of our findings we began further investigation to each of the areas of improvement to increase the conversion of their website and provide better customer experience.

We started with mining web analytics, to finding overarching problems that aligned with the bigger picture of the brands customer experience.

Harnessing the power of data within our customer understanding has ultimately lead us into a series of sprints using the customer themes crucial in creating a roadmap of activity for the site. And importantly, it has also helped to create a culture of testing and learning inside the client teams.

More insight about data and strategic design coming soon.