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A Product Approach to CRO - Measurefest 2014
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A Product Approach to CRO - Measurefest 2014

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Your website is a product, the purpose of which is to allow your visitors to buy your products or read your information. For that reason Craig wants to show how traditional product design principles …

Your website is a product, the purpose of which is to allow your visitors to buy your products or read your information. For that reason Craig wants to show how traditional product design principles can be used to help you design a website that converts more of your visitors into buyers.
Craig joined Distilled in 2011 as an SEO consultant but now spends most of his time working with clients on CRO and analytics.

Published in: Marketing

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  • 1. A product approach to CRO CRAIG BRADFORD
  • 2. Senior Consultant Craig.bradford@distilled.net @craigbradford A product approach to CRO CRAIG BRADFORD
  • 3. Product Design
  • 4. 80% of the success of CRO is down to the discovery phase.
  • 5. 80% of the success of CRO is down to the discovery phase. (I made that up)
  • 6. Hint – Product designers are really good at this part!
  • 7. A Discovery Framework @CraigBradfordCraig Bradford
  • 8. Analyse the information you’ve collected to identify patterns and insights.
  • 9. Error Analysis
  • 10. The Distilled air conditioning
  • 11. What if…
  • 12. I use my email instead of my username?
  • 13. What if I press the back button during checkout?
  • 14. What if I need a refund?
  • 15. Tip! Use reverse goal path for error analysis Conversions > Goals > Reverse goal path
  • 16. Of the top 10 conversion paths…
  • 17. 5 included visits to the T+C page
  • 18. 2 Included visits to the FAQ pages
  • 19. What are these people looking for?
  • 20. Enlist people’s participation to elicit information relevant to your project
  • 21. Extreme Interviews
  • 22. 1 - Novices 2 - Experts
  • 23. Ethn.io
  • 24. Observe people to discover what they do rather than what they say they do.
  • 25. Your customers are liars! Me! @CraigBradfordCraig Bradford
  • 26. Ask customers how they’d open one of these…
  • 27. They’ll say they’d use these
  • 28. How they’d actually do it
  • 29. Shadowing
  • 30. Usertesting.com + Ethn.io
  • 31. Fly on the wall
  • 32. Clicktale
  • 33. UXCam for app research
  • 34. Create simulations to help empathise with people and to evaluate proposed designs.
  • 35. Reduced mobiliy
  • 36. Limited dexterity
  • 37. Glaucoma simulation
  • 38. Cataract simulation
  • 39. Use role-play for digital empathy
  • 40. •  Time: You have six minutes to book a flight to London. GO! •  Money: Find the best product X for under $50. •  Product criteria: Find me a hotel that has a spa and is dog-friendly. •  Technology restrictions: You're on a mobile with a slow edge connection. @CraigBradfordCraig Bradford
  • 41. Key Takeaways 1.  Treat your website like a product 2.  Product designers are better at this than us – steal 3.  Download the IDEO design methods app for inspiration @CraigBradfordCraig Bradford
  • 42. Thanks. Any questions? CRAIG BRADFORD Craig.bradford@distilled.net @craigBradford