Use Cases:    Getting the Right People Through      the Right Activities with EaseBrian LewisDirector of OptimizationSite ...
What We’re Going to Discuss Use Cases   •   Why they’re important   •   What they are   •   How to create   •   Evaluating...
Aesthetics                   MarketingUsability                         Context                       Appropriate
Aesthetics                         Marketing                                       ContextUsability                       ...
What AreUse Cases
Use CasesRepresent an important or common task that  your visitors will be trying to accomplish       Roles of your visito...
+Roles       Tasks        +            TasksRoles        +Roles       Tasks
Role Influencers•   Who they are•   What’s important to them•   Level of knowledge•   Where they’re coming from•   Their s...
Task Stages4 Task Stages• Awareness           Cognitive or Learning• Interest                      Affect• Desire• Action ...
Task StagesTask                                 Task Stage“Pre-research” on product or service AwarenessEarly Research    ...
2-Step Use Case ProcessConstructing your use casesEvaluating site based on the use cases
Tips for Constructing Use Cases•   Get Sales, Marketing, Customer Service involved•   Use your analytics•   Look at your c...
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...
Evaluating Your Site with Use Cases•   Put the blinders on and remove all previous biases•   Document every step including...
Use Case 3• Patient lands on this page after searching the phrase “heartvalve surgeons” in Google.• She feels comfortable ...
Evaluation Criteria• Effectiveness: Successfully accomplish tasks• Efficiency: Quickly accomplish tasks with ease• Satisfa...
More Evaluation Criteria• Error frequency, severity and recovery• Reusability
Use Case Examples
Use Case Example #1Couple who’s never been on a cruise wants  to see if it’s the right type of getaway Specific Task & Int...
What’s their goal?
Use Case Example #2Couple looking to book a bargain cruiseSpecific Task & Intent: Retired couple looking to take advantage...
What’s their goal?
Use Case Wrap-UpImprove Conversion by: 1. Getting into the heads of your visitors 2. Identify role influencers and task st...
Use Cases:    Getting the Right People Through      the Right Activities with Ease                           Thanks!Brian ...
Improving Conversion with Use Cases
Improving Conversion with Use Cases
Improving Conversion with Use Cases
Improving Conversion with Use Cases
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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.

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Improving Conversion with Use Cases

  1. 1. Use Cases: Getting the Right People Through the Right Activities with EaseBrian LewisDirector of OptimizationSite Tunersbrian@sitetuners.com619-223-8020Follow me @ImAnonymous
  2. 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. 3. Aesthetics MarketingUsability Context Appropriate
  4. 4. Aesthetics Marketing ContextUsability Appropriate
  5. 5. What AreUse Cases
  6. 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. 7. +Roles Tasks + TasksRoles +Roles Tasks
  8. 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. 9. Task Stages4 Task Stages• Awareness Cognitive or Learning• Interest Affect• Desire• Action Behavioral
  10. 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. 11. 2-Step Use Case ProcessConstructing your use casesEvaluating site based on the use cases
  12. 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. 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. 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. 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. 16. Evaluation Criteria• Effectiveness: Successfully accomplish tasks• Efficiency: Quickly accomplish tasks with ease• Satisfaction: Enjoy the experience
  17. 17. More Evaluation Criteria• Error frequency, severity and recovery• Reusability
  18. 18. Use Case Examples
  19. 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. 20. What’s their goal?
  21. 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. 22. What’s their goal?
  23. 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. 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
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