Making websites work   (aka Retail is Detail)                             58 Bloomsbury Street                            ...
Poj   Not just about immediate online conversionectNa      • Describe products for later purchase (wish list)me      • Dri...
Poj   What to look forectN     • Three legs of the stool: usability, utility andam       persuasion add up to the user exp...
PojectName     So how can you improve          conversions?                              4
Make an impression     You have 3 seconds to make an             impression…
07/13/12   Project Name   6
What did you see?
07/13/12   Project Name   8
What did you see?
07/13/12   Project Name   10
PojectName     Was that more or less effective at          generating donations?                                          11
Understand your audience and their wants    The triumph of creativity over common                    sense?    http://www....
Show people where they are        And help them move        elsewhere if they want to
Offer different ways of choosing          Type                                            Destination          Inspiration...
Have effective search• THE most important navigational element• Simple search has to work well  – Misspellings  – Synonyms...
Bad search results                     16
Better search results                        17
Best search results                      18
Focus on the product page• Key elements  – Buy button  – Price  – Benefits and features  – Pictures  – Visitor rankings  –...
20
Poj   Image details are importantectName                            JC Decaux research                            using 20...
Poj   Don’t forget the “buy” buttonectName                                     22
Copy is important                    23
Write for the web • Reading age of around 8 to 10 (like The Sun) • Lots of paragraphs, bullets, bold, headings • Short sen...
Write for sales • Have a great headline • Describe benefits not features • Write about “you” not about “us” • Remember why...
Slick and intuitive checkouts • Do keep number of pages to a minimum • Don’t ask for data you don’t need • Do provide link...
Don’t disturb people when they are paying07/13/12              Project Name             27
Notice the difference?    A/B testing has presumably show that a “Carry      on shopping?” option is counter productive   ...
Service is important (for repeat purchase)  1. Make receiving it easy    – When will it arrive (delivery windows)?    – Wh...
Great service from Amazon                            30
And finally...                 31
Poj   How to find out what worksect    • Watch the userNa        • Web analyticsme        • Social media analysis (low vs ...
Poj   The cookie lawectN     • The cookie law will affect conversionam       optimisatione         • You can’t optimise wi...
Poj   ConclusionsectN     • Understand your audienceam     • Accept that it’s different for every websitee      • Use your...
Thank youjeremy@amber-light.co.uk                            58 Bloomsbury Street                              London WC1B...
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Making Websites Work - Retail is Detail

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A User Experience Approach to CRO - Managing Director at Amber Light,
Jeremy Swinfen Green approaches the topic from a slightly different angle, taking us through the user experience covering; aligning conversion with UX, business goals, the three legs of the UX stool and how the cookie law affects CRO.

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Making Websites Work - Retail is Detail

  1. 1. Making websites work (aka Retail is Detail) 58 Bloomsbury Street London WC1B 3QT +44 (0)207 307 7770 www.amber-light.co.uk
  2. 2. Poj Not just about immediate online conversionectNa • Describe products for later purchase (wish list)me • Drive to the high street • Generate leads for later up-selling • Get customer feedback or market insight • Support sales
  3. 3. Poj What to look forectN • Three legs of the stool: usability, utility andam persuasion add up to the user experiencee • Usability • Layout, Forms etc • Utility • Do people actually want it • Persuasiveness • Copy, Credibility and Calls to action
  4. 4. PojectName So how can you improve conversions? 4
  5. 5. Make an impression You have 3 seconds to make an impression…
  6. 6. 07/13/12 Project Name 6
  7. 7. What did you see?
  8. 8. 07/13/12 Project Name 8
  9. 9. What did you see?
  10. 10. 07/13/12 Project Name 10
  11. 11. PojectName Was that more or less effective at generating donations? 11
  12. 12. Understand your audience and their wants The triumph of creativity over common sense? http://www.leoburnett.ca/FLASH/index.htm
  13. 13. Show people where they are And help them move elsewhere if they want to
  14. 14. Offer different ways of choosing Type Destination Inspiration Don’t give me choice. Make it easy for me to choose.
  15. 15. Have effective search• THE most important navigational element• Simple search has to work well – Misspellings – Synonyms – Related items• Search filters should be offered• DON’T assume people can spell
  16. 16. Bad search results 16
  17. 17. Better search results 17
  18. 18. Best search results 18
  19. 19. Focus on the product page• Key elements – Buy button – Price – Benefits and features – Pictures – Visitor rankings – Special offers, free delivery etc – You might also like...
  20. 20. 20
  21. 21. Poj Image details are importantectName JC Decaux research using 200 people Spot the difference? 21
  22. 22. Poj Don’t forget the “buy” buttonectName 22
  23. 23. Copy is important 23
  24. 24. Write for the web • Reading age of around 8 to 10 (like The Sun) • Lots of paragraphs, bullets, bold, headings • Short sentences and short words (germanic not latin) • Key words to left of screen if possible • Words are important! – “Secure checkout” can increase conversion by 20% over “Checkout”
  25. 25. Write for sales • Have a great headline • Describe benefits not features • Write about “you” not about “us” • Remember why you are writing (selling not being clever) • Write for the web (sub heads, short sentences, simple words...)
  26. 26. Slick and intuitive checkouts • Do keep number of pages to a minimum • Don’t ask for data you don’t need • Do provide links to basket at each stage • Don’t force people to register • Do provide a phone number on each page • Don’t hit them with nasty surprises like shipping costs at the last minute • Do get an email address early (so you can mail them if they bail out)
  27. 27. Don’t disturb people when they are paying07/13/12 Project Name 27
  28. 28. Notice the difference? A/B testing has presumably show that a “Carry on shopping?” option is counter productive 28
  29. 29. Service is important (for repeat purchase) 1. Make receiving it easy – When will it arrive (delivery windows)? – Where will it be left if you are out? 2. Make it easy to justify the buying decision 3. Make returning it easy 4. Make replacing it easy Amazon are great at 2, 3 and 4
  30. 30. Great service from Amazon 30
  31. 31. And finally... 31
  32. 32. Poj How to find out what worksect • Watch the userNa • Web analyticsme • Social media analysis (low vs high emotion) • Ask the user • Surveys • Remote and face to face UX testing • Eye-tracking and emotion tracking • Use UX research to “power” A/B and MVT (A/B testing on its own is not sufficient) • Use best practice as a starting point • Do something – even if you do it yourself
  33. 33. Poj The cookie lawectN • The cookie law will affect conversionam optimisatione • You can’t optimise without permission • You can’t analyse without permission • It is not sufficient to tell people what you are doing • Someone had better tell the UK Government!
  34. 34. Poj ConclusionsectN • Understand your audienceam • Accept that it’s different for every websitee • Use your common sense (it’s not rocket science) • Subordinate SEO to the user experience  • Look to the detail
  35. 35. Thank youjeremy@amber-light.co.uk 58 Bloomsbury Street London WC1B 3QT +44 (0)207 307 7770 www.amber-light.co.uk
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