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

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  • At PRWD we help our clients understand their customers and prospects wants, needs and desires, in order to design and refine their online experience to lead to increased conversion rate performance
  • I have very recently become a father for the first time, and this is me and our daughter when she was 12 hours old. I couldn’t think of a more powerful example of demonstrating the concept of building trust & confidence with your new born child, especially in those first few precious hours and days.
  • Transparency is such a fundamental ingredient to delivering an e-commerce user experience, and this principle can be applied throughout the browsing & buying user experience. Although as a persuasive technique sex and titillation can be extremely important, I just wasn’t able to find a photo that represented transparency only, hence the lady in the bikini!
  • Of course the concept of removing barriers for users is one of the most fundamental principles of good usability, although there are still many retailers large and small that are putting big barriers up at key stages of the buying process. ASOS have recently removed what was a major barrier for 1 st time visitors and they have seen a huge decrease of abandonment. More on this on later in the presentation
  • Not that I’m saying all users are like sheep aimlessly wondering around of following each other...
  • Please feel free to connect with me on either Linkedin or Twitter. My Linkedin profile in particular provides a large number of client recommendations, and more about our work, services, clients, case studies and testimonials can be seen on our website.
  • 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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