The Art and Science of increasing Conversions - Ifraz Mughal

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Ifraz mughal, TUI Travel PLC
a4uexpo Barcelona 2012

Published in: Technology, Education
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The Art and Science of increasing Conversions - Ifraz Mughal

  1. 1. The Art and Science ofincreasingconversions 1  
  2. 2. Ifraz MughalUX Architect@ifrazTUI Travel, Brighton 2  
  3. 3. Always be testing   3  
  4. 4. PersuasionArchitecture: UserCentredachievement ofbusiness goals 4  
  5. 5. The process flowPlanning Live EnvironmentKPIs – clear targets Test design variationsPersonas & scenarios Maintain successful variant Prototyping > usability testing Repeat process 5  
  6. 6. Proximity  to  conference  =  ?   6  minutes  by  car……   Venue  itself  
  7. 7. Measurement Framework Measurable Goals & Key Performance Indicators   1) Business Objectives à  2) Goals à   3) KPIs à   4) Target   Increase online # transactions for last 60 Currently 468 – increase purchases days by 2% Increase revenue   Increase revenue per AOV for last 60 days Currently €82.43 - order increase by 3% % of policy renewals Increase online renewals Increase by 10% (60days) Increase number of Increase member online # registrations (60days) Increase by 5% website members registrations (Retention) Maintain and increase % of members renewing membership retention Increase by 7% (60days) online 8  
  8. 8. “You  create  the   system  your  visitor   must  navigate.   People  don’t  cause  defects,  systems  do”   W.  Edwards  Deming     9  
  9. 9. People and Interactions take precedent overprocesses and tools   10  
  10. 10. User Centred Design Interaction design ‘sweet spot’ Users and their tasks Business and its goals 11  
  11. 11. Where should we test? Home   Category   Sub-­‐category   Product   Booking  funnel   12  
  12. 12. Google Analytics Visitors’ Flow 13  
  13. 13. Google Analytics Funnel 14  
  14. 14. Drilling down - cart 15  
  15. 15. Drilling down – personal details 16  
  16. 16. Usability Heuristics 1.  Visibility of system status2.  Match between system and the real world3.  User control and freedom4.  Consistency and standards5.  Error prevention6.  Recognition rather than recall7.  Flexibility and ease of use8.  Aesthetic and minimalist design9.  Help users recognise, diagnose and recover from errors10. Help and documentation 17   http://www.useit.com/papers/heuristic/heuristic_list.html
  17. 17. Booking funnel guidelines1.  Maintain a clear and concise progress indicator2.  Design the primary action as a call to action button, all other actions get visually degraded from this3.  Keep the form fields to a minimum4.  Provide a clearly labeled help section 5.  Avoid jargon – keep language as clear and simple as possible6.  Error messages need to be contextual7.  Do not force registrations nor sign-ups (do not tick checkboxes as default) and keep the terms & conditions in the background 18  
  18. 18. A/B & multivariate tests 2 elements with 2 variations = 4 tests 3 elements with 4 variations = 64 tests 4 elements with 5 variations = 625 tests 19  
  19. 19. A/B & multivariate calculator http://visualwebsiteoptimizer.com/ab-split-test-duration/ 20  
  20. 20. SummaryKnow your Business goalsKnow your UsersAlways Be Testing 21  
  21. 21. ReferencesAlways Be Testing – Bryan Eisenberg & John Quatro-vonTivadarKPIs -http://management.about.com/cs/generalmanagement/a/keyperfindic.htmUsability heuristicshttp://www.useit.com/papers/heuristic/heuristic_list.html Steve Krug – Don’t make me think                       22  

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