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 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.

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A Product Approach to CRO - Measurefest 2014

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

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