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A dogs got personality, personality goes a long way

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Paul Rouke's talk from Conversion Thursday London, looking at what is an extremely powerful yet very rarely used technique and approach that brands can use to deliver persuasive online user experiences

Published in: Design, Technology
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A dogs got personality, personality goes a long way

  1. 1. Pulp Fiction quotes to represent how we get people to do what we want them to...@paulrouke
  2. 2. @paulrouke
  3. 3. @paulrouke
  4. 4. @paulrouke
  5. 5. @paulrouke
  6. 6. “Bring out the gimp”@paulrouke
  7. 7. What is Usability and User Experience? Maybe not. How about...@paulrouke
  8. 8. “A dog’s got personality,personality goes a long way”@paulrouke
  9. 9. “A dog’s got personality, personality goes a long way” by Paul Rouke Head of Usability & Conversion at PRWD 19th April 2012 @ Conversion Thursday London@paulrouke
  10. 10. About Me I run the UK’s Leading North West Based Usability & Conversion Optimisation Consultancy  I provide public and in-house training for Econsultancy’s global clients including Tesco, O2 and Mothercare  I provide services to help brands improve their website conversion rate •Usability testing (moderated & remote) •Expert evaluations •Usability training •In-house consultancy •Conversion rate optimisation@paulrouke
  11. 11. Brands I work with include... PRWD Clients Include@paulrouke
  12. 12. Session overviewWhy users actually do what we want them toCase studySummary@paulrouke
  13. 13. What is Usability and User Experience? Why users actually do what we want them to...@paulrouke
  14. 14. They trust the website owner@paulrouke
  15. 15. The website is being transparent@paulrouke
  16. 16. They aren’t presented with perceived barriers to entry@paulrouke
  17. 17. The design is professional, consistent and user friendly@paulrouke
  18. 18. They are able to focus on what they are there for@paulrouke http://www.flickr.com/photos/karen_roe/4417259305/sizes/o/in/photostream/
  19. 19. Other people have already done it and are ‘mostly’ happy@paulrouke http://www.flickr.com/photos/carla777/1039697509/in/photostream/
  20. 20. The company they are considering engaging with demonstrates they have a personality@paulrouke http://www.flickr.com/photos/carla777/1039697509/in/photostream/
  21. 21. Session overviewWhy users do what we want them toCase studySummary@paulrouke
  22. 22. What is Usability and User Experience? “you can see her and her team are bat-shit insane but totally understand their business and their customers”@paulrouke
  23. 23. What is Usability and User Experience?@paulrouke
  24. 24. What is Usability and User Experience? “Assuming you can fulfil the service or goods supply that you offer, the biggest thing to get right is simply to emotionalise your offering”@paulrouke
  25. 25. @paulrouke
  26. 26. What is Usability and User Experience? “It is about gaining trust and then providing a way to deliver a 100% digital service, while remaining personal.”@paulrouke
  27. 27. @paulrouke
  28. 28. @paulrouke
  29. 29. What is Usability and User Experience? “you can see her and her team are bat-shit insane but totally understand their business and their customers”@paulrouke
  30. 30. WTF is all this about!@paulrouke
  31. 31. What is Usability and User Experience?To see how Lings Cars persuades visitors to buy, visit http://bit.ly/batshitinsane The comments are well worth reading too@paulrouke
  32. 32. Session overviewWhy users actually do what we want them toCase studySummary@paulrouke
  33. 33. Summary@paulrouke
  34. 34. Websites should try and empathise with their visitors to deliver a more persuasive user experience@paulrouke
  35. 35. Connect with me Office: +44 (0)161 228 0585 Mobile: +44 (0)7739 745 126 http://uk.linkedin.com/in/paulrouke Email: paulrouke @ prwd.co.uk Web: http://www.prwd.co.uk PRWD 22 Lever Street http://twitter.com/paulrouke Manchester M1 1EA United Kingdom@paulrouke
  36. 36. Thankyou for listening to “A dog’s got personality,personality goes a long way” by Paul Rouke Slides and usability & conversion best practice available here: http://bit.ly/CROresources@paulrouke

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