Buyer centric web strategies

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Presentation by Jamie Woodbridge, Industry Analyst, Google

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Buyer centric web strategies

  1. 1. Buyer-Centric Web Strategies Delighting the user August, 2010 Google Confidential and Proprietary 1
  2. 2. “Focus on the user and all else will follow” Google Confidential and Proprietary 2
  3. 3. Delight users. Google Confidential and Proprietary 3
  4. 4. Delight has many forms Google Confidential and Proprietary 4
  5. 5. Google Confidential and Proprietary 5
  6. 6. Turning anxiety in to delight Google Confidential and Proprietary 6
  7. 7. Turning anxiety in to delight ANXIETY EFFORTLESS DELIGHT! RESOLUTION Google Confidential and Proprietary
  8. 8. Turning anxiety in to delight = Anxiety Google Confidential and Proprietary 8
  9. 9. Online it’s a level playing field, customers hold the cards Google Confidential and Proprietary 9
  10. 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. 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. 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. 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. 14. Buyers get frustrated… Google Confidential and Proprietary 14
  15. 15. Focus, caution & research eased their anxieties 35-45 year old Females 30-45 year old Males Google Confidential and Proprietary
  16. 16. Put yourself in the buyer’s shoes Main Anxiety is Safety Mothers want information on safety ratings Google Confidential and Proprietary 16
  17. 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. 18. Another example, finding out what other buyers think – The growth in user forums Google Confidential and Proprietary 18
  19. 19. Buyers rely on user reviews Google Confidential and Proprietary 19
  20. 20. Delight fades •  Online expectations are evolving fast Google Confidential and Proprietary 20
  21. 21. A good example, booking flights online Google Confidential and Proprietary
  22. 22. This no longer passes muster Google Confidential and Proprietary 22
  23. 23. Honda UK have done a good job Google Confidential and Proprietary 23
  24. 24. Innovate to stay ahead Google Confidential and Proprietary 24
  25. 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. 26. The price of failing to delight Google Confidential and Proprietary 26
  27. 27. Make it easy… …light their way Google Confidential and Proprietary
  28. 28. Users, Users, Users. Google Confidential and Proprietary 28
  29. 29. Practical Recommendations •  First steps to putting the Buyer first Google Confidential and Proprietary 29
  30. 30. First principles Know your users and simplify the web Google Confidential and Proprietary 30
  31. 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. 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. 33. “Focus on the user and all else will follow” Google Confidential and Proprietary 33
  34. 34. Thank You! Q&A August, 2010 Google Confidential and Proprietary 34

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