Melissa Cooper, Eventbrite, Warm Gun 2012

Designing for Pirates:Hidden Treasures in the Purchase Funnel Melissa Cooper

Three things designers and developers know about the purchase funnel 1.  Highly protected 2.  Closely monitored 3.  Product Managers are nervous to change

Approach Goal orientated design is crucial •  Deﬁne the optimal experience •  Provide measurement throughout iterations •  Speak to future measurement

Background Focus on tools for organizers

Closely measured Purchase success Call volume Funnel Feature use Free vs Paid Purchase Funnel Feature use Page views Exits Next page Growth Inbound referrers 1st Bcket sale New buyers Share Discovery Repeat seller Latency Repeat buyers RecommendaBons Organizer promoBon

Invite users in

Order conﬁrmation page

Order conﬁrmation page 1.  Largely neglected experiences 2.  Boast the most eye balls 3.  Leak massive trafﬁc 4.  Lost opportunities What do you want your users to do next?

Most order conﬁrmation pages look like this:

Fab.com: Clear conﬁrmation & user advocacy

Sephora: Loyalty

Hotels.com: Account creation and order management

Amazon: Recommendations

Deeper user engagement What do you want your users to do next? •  Develop a proﬁle •  Share •  Manage orders •  Gain rewards •  Keep buying

Design goals for the future Kick off objectives: •  Ensure conﬁrmation is prominent and clear •  Drive users to My Tickets •  Promote event creation Design exploration added a few goals…

Order conﬁrmation page

The new design

Wrap up: The confirmation •  Respond early to the brief with design goals •  Use goals to measure design progress •  Launch & optimize •  Use findings to influence up stream

Thank you! <3 your conﬁrmation pages!

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Melissa Cooper, Eventbrite, Warm Gun 2012

by 500 Startups on Nov 29, 2012

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Melissa Cooper, Eventbrite, Warm Gun 2012 Presentation Transcript