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Improving Conversion with Use Cases

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Learn how to increase the effectiveness of your website and landing pages through the implementation of use cases.

Learn how to increase the effectiveness of your website and landing pages through the implementation of use cases.

Published in: Business, Technology

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  • 1. Use Cases: Getting the Right People Through the Right Activities with EaseBrian LewisDirector of OptimizationSite Tunersbrian@sitetuners.com619-223-8020Follow me @ImAnonymous
  • 2. What We’re Going to Discuss Use Cases • Why they’re important • What they are • How to create • Evaluating your site with Use Cases
  • 3. Aesthetics MarketingUsability Context Appropriate
  • 4. Aesthetics Marketing ContextUsability Appropriate
  • 5. What AreUse Cases
  • 6. Use CasesRepresent an important or common task that your visitors will be trying to accomplish Roles of your visitors Tasks or goals of your visitors
  • 7. +Roles Tasks + TasksRoles +Roles Tasks
  • 8. Role Influencers• Who they are• What’s important to them• Level of knowledge• Where they’re coming from• Their style – habitual, impulse, research
  • 9. Task Stages4 Task Stages• Awareness Cognitive or Learning• Interest Affect• Desire• Action Behavioral
  • 10. Task StagesTask Task Stage“Pre-research” on product or service AwarenessEarly Research InterestResearch on Company’s advantage InterestBrowsing InterestDetailed research DesirePrice comparison DesireReady to buy Action
  • 11. 2-Step Use Case ProcessConstructing your use casesEvaluating site based on the use cases
  • 12. Tips for Constructing Use Cases• Get Sales, Marketing, Customer Service involved• Use your analytics• Look at your competitor sites• Consolidate similar use cases• Write up in a format: Summary and specific intent
  • 13. Use Case 1Couple who’s never been on a cruise wants to see if it’s the right type of getaway Specific Task & Intent: Soon to be married couple is researching honeymoon options & wants to learn about cruises. • Looking for cruises that are designed as romantic getaways • Wants to see various price ranges • Needs to read reviews and experiences from other honeymooners • Wants to learn about typical amenities and activities on ship
  • 14. Evaluating Your Site with Use Cases• Put the blinders on and remove all previous biases• Document every step including how you’d feel• Write the analysis in a narrative format• Be a little more forgiving than a typical visitor• Assign a letter grade to each Use Case
  • 15. Use Case 3• Patient lands on this page after searching the phrase “heartvalve surgeons” in Google.• She feels comfortable she’s on a page relevant to her needsafter glancing at the images of doctors in the banner, andreading the banner headline.• She becomes a bit confused though when scanning the logoand tagline. She wonders if the surgeon directory is onlyavailable in a book she must purchase.• She then reads the headline “Free Heart Valve SurgeonDirectory” and becomes reassured.• Scrolling down to the lime green box, she notes that searchesare available by geographic location – an important feature, asshe’d prefer not to travel too far.• Not sure what the video is about or why she should watch,she skips down to click the “Start Search” button. Copyright © 2011, SiteTuners - All Rights Reserved.
  • 16. Evaluation Criteria• Effectiveness: Successfully accomplish tasks• Efficiency: Quickly accomplish tasks with ease• Satisfaction: Enjoy the experience
  • 17. More Evaluation Criteria• Error frequency, severity and recovery• Reusability
  • 18. Use Case Examples
  • 19. Use Case Example #1Couple who’s never been on a cruise wants to see if it’s the right type of getaway Specific Task & Intent: Soon to be married couple is researching honeymoon options & wants to learn about cruises. • Looking for cruises that are designed as romantic getaways • Wants to see various price ranges • Needs to read reviews and experiences from other honeymooners • Wants to learn about typical amenities and activities on ship
  • 20. What’s their goal?
  • 21. Use Case Example #2Couple looking to book a bargain cruiseSpecific Task & Intent: Retired couple looking to take advantageof bargain priced last minute available cabins and are ready tobook if they can find a great deal. • Departure date and length of travel are flexible • Open to most destination and cruise lines • They are very experienced with cruises • Prefer ship with handicapped accessibility, disabled-friendly cabins
  • 22. What’s their goal?
  • 23. Use Case Wrap-UpImprove Conversion by: 1. Getting into the heads of your visitors 2. Identify role influencers and task stages 3. Play the role and critique your site 4. Implement structured program to act from insights 5. Blow up what you have and redo your site
  • 24. Use Cases: Getting the Right People Through the Right Activities with Ease Thanks!Brian LewisDirector of OptimizationSite Tunersbrian@sitetuners.com619-223-8020Follow me @ImAnonymous