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Turning clicks into salesHow we help visitors get over theconversion hurdle...Joanne RichardsonSenior User Experience Designer@Joanne84
What does user experiencedesign mean? "UX" is the quality of experience a person has when interacting with a speciﬁc design. "UX design" is the research, planning and veriﬁcation of a design solution.
Why invest time in UX?Conﬁdence in your design - backed up by researchClarity in direction - guide the solutionContinuity of strategy - ensure longevity of the vision and opportunitiesCustomer loyalty - increase brand awareness
Other industries have beendoing it for years...Building architectsProduct designersSupermarket layouts
The hurdles people face Awareness Conversion Return visits Brand attachment Unaware Interested First time Regular Passionate customer use use
Conversion Awareness Conversion Return visits Brand attachment Unaware Interested First time Regular Passionate customer use useHow we help visitors get over the conversion hurdle
What do we mean by conversion?Not just purchasing online -any action you want people to takeMake a purchase Upload a photoNewsletter sign up Post a blogTweet an article Get in touchEnter a competition Like a page on Facebook
Whats stopping them? Time / effort Uncertainty Money / price Worry Physical effort Fear Out of the norm
Persuasive design Trick... or treat?How to convince a potential customer that youre the one for them
1. Credibility & trustFirst impressions count"When participants in the study rejected a health website asnot being trustworthy, 83% of their comments were relatedto design factors, such as an unfavorable ﬁrst impressionof the look and feel, poor navigation, color, text size andthe name of the website."Susan Weinschenk (2011)
How do we achieve all this?Investing the time upfront in researchConﬁdence in project directionPlanning the experienceMost importantly testing the solution continuously
Want to learn more?Obviously you could contact Orange Bus...But here are some other useful online resources: • UX Matters - http://uxmatters.com/• UX Booth - http://uxbooth.com• Johnny Holland - http://johnnyholland.org/• User Interface Engineering - http://www.uie.com/• Interaction-Design.org - http://www.interaction-design.org/