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Transform User Experience Through Conversion Optimization

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My presentation at Washington State University on conversion rate optimization and user experience in March 22, 2017.

Published in: Marketing
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Transform User Experience Through Conversion Optimization

  1. 1. TRANSFORMING USER E X P E R I E N C E ...insert dramatic lens flare.... @thewrightjason
  2. 2. MULTI-TALENTED MAN ... C H I L D
  3. 3. ME went to Clark College love movies, popcorn and music make movies (youtube.com/nlemovies) manage business operations (webfor.com) design and other things (thewrightjason.com)
  4. 4. OKAY, TRANSFORM AND ROLL OUT!
  5. 5. USERS all the people who visit your website; all the things.
  6. 6. EXPERIENCE knowledge or practical wisdom gained from what one has observed,encountered, or undergone.
  7. 7. CONVERSION an act your users are taking that results in a sale, contact or other interactions (live chat).
  8. 8. RATE a measure, quantity, or frequency, typically one measured against some other quantity or measure.
  9. 9. OPTIMIZATION the action of making the best or most effective use of a situation or resource.
  10. 10. VISUALS
  11. 11. Transformers are awesome, because they’re awesome. So cool. They transform and things explode a lot. Transformers are awesome, because they’re awesome. So cool. They transform and things explode a lot. Transformers are awesome, because they’re awesome. So cool. They transform and things explode a lot. Isn’t that cool?
  12. 12. Transformers are awesome, because they’re awesome. So cool. They transform and things explode a lot. Transformers are awesome, because they’re awesome. So cool. They transform and things explode a lot. Transformers are awesome, because they’re awesome. So cool. They transform and things explode a lot. Isn’t that cool?
  13. 13. Transformers are awesome, because they’re awesome. So cool. They transform and things explode a lot. Transformers are awesome, because they’re awesome. So cool. They transform and things explode a lot. Transformers are awesome, because they’re awesome. So cool. They transform and things explode a lot. Isn’t that cool? FREE Transformer Swag
  14. 14. WHAT ARE WE LEARNING? not everything has to be red, orange or completely in your face. Using space, lines and proper type can change everything.
  15. 15. CASE STUDY
  16. 16. PROBLEM need more conversions…
  17. 17. SOLUTION defining user testing website against users implement changes
  18. 18. ASKED: Do you know what the site is about?
  19. 19. TEST RESULT #1 users knew what the website was about upon arriving; we were wrong.
  20. 20. ASKED: What did you see first?
  21. 21. TEST RESULT #2 users see the background video and the vegas scene first. nobody mentioned the search box.
  22. 22. ASKED: Can you trust this website?
  23. 23. TEST RESULT #3 users were split on whether or not they felt the website was trustworthy.
  24. 24. SOLUTION a new design right? ...
  25. 25. WRONG the mock up was crushed.
  26. 26. SOLUTION a new design again? ...
  27. 27. YES!!! the final composition took 85% of the vote.
  28. 28. WHY DID IT WORK? targets high traffic categories. the artists/athletes are relevant. not so local focused. search box is now the hero.
  29. 29. OTHER GOODIES
  30. 30. TAKEAWAYS
  31. 31. DESIGN FOR USERS it doesn’t have to be red. do not hide calls-to-action. sometimes simple, is better. test and then test some more.
  32. 32. CRO TOOLS Crazy Egg (heatmaps) Mouse Flow (user testing) Usability Hub (preference tests) Google Analytics (all the things) ...want more, tweet me @thewrightjason :)
  33. 33. THANK YOU @thewrightjason www.webfor.com

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