Increasing Conversion with Valuable Data by Marc Downer

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INCREASING CONVERSION WITH VALUABLE DATA

WHO AM I?
Head of User Experience,
Pancentric Digital
• 6+ Years Industry Experience working with
clients such as Thomson Reuters, Comet,
Silverstone, Camelot, L’oreal, etc..

MY ROLE
• Growing importance and influence
within a fully integrated agency, agile
project delivery, iterative approach,
collaboration with every department
• 5 years ago Pancentric understood
the importance of user centred
approach
• Run upfront discovery sessions

WHAT MAKES ME TICK
• Customer behaviour
• Getting into the minds of the customer
• Making customers experiences great!

DO YOU KNOW WHAT YOUR USERS
v
ARE REALLY DOING ON YOUR SITE?

CONSEQUENCES OF A BAD
ONLINE EXPERIENCE…

WHY KNOWING WHAT YOUR USERS
ARE DOING IS SO IMPORTANT!

HOW DO WE GET THIS USER
BEHAVIOUR INSIGHT?

84% to 88%

correlation between
mouse and eye movements

INCREASING TRAFFIC DOESN’T
INCREASE CONVERSION

THINK PUMP…

Think petrol station pump
and it will be clearer.

CONVERSION
OPTIMISATION
CALLED IN TO
IMPROVE THE
FORMULA.

WE IDENTIFIED
3 OUT OF THE
4 PUMPS WERE
NOT WORKING.

FILL THE
PUMPS
The solution to the
problem was easy, to
fill the pumps.

A LOT OF
CONVERSION
ISSUES ARE THIS
EASY TO FIX.
Most conversion issues do not require
large re-designs or development. Most of
the time it could be to a name on a
button, it could be the placement of a
form or an error with a particular
element.
Carrying out this crucial insight will
find these issues and fix them!

THANKS FOR
LISTENING…
Email
marc.downer@pancentric.com
Twitter
@pancentric
Website
www.pancentric.com
Talk to me after I will be
at stand number D60

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Increasing Conversion with Valuable Data by Marc Downer

2. INCREASING CONVERSION WITH VALUABLE DATA

3. WHO AM I? Head of User Experience, Pancentric Digital • 6+ Years Industry Experience working with clients such as Thomson Reuters, Comet, Silverstone, Camelot, L’oreal, etc..

4. MY ROLE • Growing importance and influence within a fully integrated agency, agile project delivery, iterative approach, collaboration with every department • 5 years ago Pancentric understood the importance of user centred approach • Run upfront discovery sessions

5. WHAT MAKES ME TICK • Customer behaviour • Getting into the minds of the customer • Making customers experiences great!

6. DO YOU KNOW WHAT YOUR USERS v ARE REALLY DOING ON YOUR SITE?

7. CONSEQUENCES OF A BAD ONLINE EXPERIENCE…

8. WHY KNOWING WHAT YOUR USERS ARE DOING IS SO IMPORTANT!

9. HOW DO WE GET THIS USER BEHAVIOUR INSIGHT?

10. 84% to 88% correlation between mouse and eye movements

11. HEATMAPS

12. CLICKMAP

13. SCROLL REACH v

14. INTERPERATING THE DATA

15. WHAT SHOULD YOU DO WITH ALL THIS DATA?

16. TESTING

17. INCREASING TRAFFIC DOESN’T INCREASE CONVERSION

18. YOU NEED MORE THAN GOOGLE ANALYTICS

19. THINK PUMP… Think petrol station pump and it will be clearer.

20. ROAD SIGN

21. UH OH.

22. CONVERSION OPTIMISATION CALLED IN TO IMPROVE THE FORMULA.

23. WE IDENTIFIED 3 OUT OF THE 4 PUMPS WERE NOT WORKING.

24. FILL THE PUMPS The solution to the problem was easy, to fill the pumps.

25. A LOT OF CONVERSION ISSUES ARE THIS EASY TO FIX. Most conversion issues do not require large re-designs or development. Most of the time it could be to a name on a button, it could be the placement of a form or an error with a particular element. Carrying out this crucial insight will find these issues and fix them!

26. THANKS FOR LISTENING… Email marc.downer@pancentric.com Twitter @pancentric Website www.pancentric.com Talk to me after I will be at stand number D60

27. ANY QUESTIONS?

Increasing Conversion with Valuable Data by Marc Downer

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