Understanding User Behaviour and Increasing Site "Stickiness"
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Tips on how to increase stickiness on transactional websites. Presented at SES London 2012 by Jeff Slipko of the Expedia Affiliate Network.
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Understanding User Behaviour and Increasing Site "Stickiness"
- 1. London | 20–24 Feb, 2012 | #seslondon Understanding User Behavior & Increasing Site Stickiness Jeff Slipko - Expedia Affiliate Network
- 2. London | 20–24 Feb, 2012 | #seslondon SEO and Usability
- 3. London | 20–24 Feb, 2012 | #seslondon Stickiness? • Expedia = Travel Transactional • Increasing Conversion • Not More Time on Site • UX - Careful of Distractions
- 4. London | 20–24 Feb, 2012 | #seslondon Tips To Increasing Stickiness
- 5. London | 20–24 Feb, 2012 | #seslondon Return Relevant Results • Increase number of results per page • Sort for proximity of landmark / address • Visuals (images, map) • Suggest alternate properties
- 6. London | 20–24 Feb, 2012 | #seslondon Encourage Use of Filters • Dynamic • Sliders when possible • Retain all filters and sorts • Add option to clear selected fields
- 7. London | 20–24 Feb, 2012 | #seslondon Clear Price Displays • Bigger is better • Highlight promotional rates • Remain consistent through funnel • Create transparency • Allow customers to change currency
- 8. London | 20–24 Feb, 2012 | #seslondon Create Urgency • Highlight 5 or less rooms • Number of times booked • Number of users viewing • Time of last booking
- 9. London | 20–24 Feb, 2012 | #seslondon Urgency – Number of Rooms Left 2.5% Increase in conversion
- 10. London | 20–24 Feb, 2012 | #seslondon Easy to Find Content • Limit tabs • Don’t make customers search • Show thumbnails on main page • Include guest reviews
- 11. London | 20–24 Feb, 2012 | #seslondon Property Details Photo Layout Is The Winner 2.28% Increase in conversion
- 12. London | 20–24 Feb, 2012 | #seslondon • Remove Unnecessary fields and steps • Test one-page flow • Remove links from checkout header • Provide phone number • Remind customer what they ‘re buying Streamline Checkout
- 13. London | 20–24 Feb, 2012 | #seslondon Chameleon: Redesigned Search Results
- 14. Three Main Takeaways 1. Stickiness on transactional sites should focus on increasing conversion. Not time on site. 2. Focus on the user experience. Make it easy for users to accomplish their goal and they will stick around. 3. Be transparent about what you are offering.
- 15. London | 20–24 Feb, 2012 | #seslondon Thank You! Jeff Slipko Expedia Affiliate Network Twitter: jslipko
Editor's Notes
- Now I am going to give you specific examples that has worked for us in increasing stickiness for our users. These tips are travel centric, but the principles can definitely be applied to other markets.