Buyer centric web strategies
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Buyer centric web strategies

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Presentation by Jamie Woodbridge, Industry Analyst, Google

Presentation by Jamie Woodbridge, Industry Analyst, Google

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  • 1. Buyer-Centric Web Strategies Delighting the user August, 2010 Google Confidential and Proprietary 1
  • 2. “Focus on the user and all else will follow” Google Confidential and Proprietary 2
  • 3. Delight users. Google Confidential and Proprietary 3
  • 4. Delight has many forms Google Confidential and Proprietary 4
  • 5. Google Confidential and Proprietary 5
  • 6. Turning anxiety in to delight Google Confidential and Proprietary 6
  • 7. Turning anxiety in to delight ANXIETY EFFORTLESS DELIGHT! RESOLUTION Google Confidential and Proprietary
  • 8. Turning anxiety in to delight = Anxiety Google Confidential and Proprietary 8
  • 9. Online it’s a level playing field, customers hold the cards Google Confidential and Proprietary 9
  • 10. “The expectation of today’s savvy online user is that it should be easy, it should be convenient and it should be better than a face-to-face experience; that’s what we’ve strived for.” Catherine Palmieri, Managing Director, Citibank.com Google Confidential and Proprietary 10 Source: http://www.cashedge.com/pressRoom/news_070104_bst.html
  • 11. Focusing on Auto-Buyers Anxiety •  How do they feel during the buying process? •  Are they delighted with their online experience? Google Confidential and Proprietary 11
  • 12. The lead up to the purchase was typically exciting 30-45 year old Males “I knew instantly as soon as I saw my car… It was that happy feeling… I knew it was the right one.” Male, 30-45 30-45 year old Females Google Confidential and Proprietary
  • 13. But it was also confusing and stressful… 25-35 year old Females 40-55 Luxury Car Buyers 35-45 year old Females Google Confidential and Proprietary
  • 14. Buyers get frustrated… Google Confidential and Proprietary 14
  • 15. Focus, caution & research eased their anxieties 35-45 year old Females 30-45 year old Males Google Confidential and Proprietary
  • 16. Put yourself in the buyer’s shoes Main Anxiety is Safety Mothers want information on safety ratings Google Confidential and Proprietary 16
  • 17. Where do they go to get this information? 3rd Party websites where they can compare your model against others. You have lost them, they’ve left your shop! Google Confidential and Proprietary 17
  • 18. Another example, finding out what other buyers think – The growth in user forums Google Confidential and Proprietary 18
  • 19. Buyers rely on user reviews Google Confidential and Proprietary 19
  • 20. Delight fades •  Online expectations are evolving fast Google Confidential and Proprietary 20
  • 21. A good example, booking flights online Google Confidential and Proprietary
  • 22. This no longer passes muster Google Confidential and Proprietary 22
  • 23. Honda UK have done a good job Google Confidential and Proprietary 23
  • 24. Innovate to stay ahead Google Confidential and Proprietary 24
  • 25. OK, so we’re not exactly delighting our users. But is it really so bad? After all, the product is the main thing. Our website is only one of several channels we use… Google Confidential and Proprietary 25
  • 26. The price of failing to delight Google Confidential and Proprietary 26
  • 27. Make it easy… …light their way Google Confidential and Proprietary
  • 28. Users, Users, Users. Google Confidential and Proprietary 28
  • 29. Practical Recommendations •  First steps to putting the Buyer first Google Confidential and Proprietary 29
  • 30. First principles Know your users and simplify the web Google Confidential and Proprietary 30
  • 31. Audit your site and measure its performance Hire a UX Expert Ask Friends Family to test and critique They can get you your site 80% of the way Website optimiser Conduct Web analytics usability labs Google Confidential and Proprietary 31
  • 32. User Anxiety = Golden Opportunity •  Look for points of anxiety •  Pick one to fix now and fix it completely •  If possible, find solutions that are effortless, personal, clever, superior •  Measure ROI through word of mouth as well as leads: net promoter score, online chatter, surveys •  Remember that delight fades away: listen, learn, test, measure, delight again Google Confidential and Proprietary 32
  • 33. “Focus on the user and all else will follow” Google Confidential and Proprietary 33
  • 34. Thank You! Q&A August, 2010 Google Confidential and Proprietary 34