The document discusses using a framework of 8 user experiences to build an effective experimentation program: the arrival experience, search experience, navigation experience, information experience, decision experience, checkout experience, payment experience, and support experience. It provides examples of good and bad implementations for each experience and describes how optimizing each experience can impact key metrics like conversions. The framework is intended to help structure optimization work by analyzing the user experience through each of the 8 lenses to systematically identify improvement opportunities.

1. How to Use a Framework of 8 User
Experiences to Build an Effective
Experimentation Program
#GHCONF21

2. 2
Good Evening*,
GrowthHackers!
* It is 11:00 pm in Madrid and 2:30 am in New Delhi :)

3. Who is with you today?
3

4. Jan Marks
Regional Manager Europe
Nancy Thakur
Senior Optimization Consultant
Diksha Shukla
Senior Optimization Consultant
Aastha Agarwal
Optimisation Consultant
Akansha Gupta
Optimization Consultant
Vaibhav Sharma
Optimisation Consultant

5. David Otero
SVP Agency Growth
Nicola Clark
Vice President
Alejandro Aguirre
Project Manager / QA Manager
Claire Hurtubise
Sr Manager Client Success
Ken Rader
Director, Client Services

6. 6
What we will cover today...
Practical
Exercise
Prioritization
Framework
About 8
Experiences

7. 7
About 8 Experiences

8. Why has CRO become a priority for most companies?
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● Traffic acquisition has become expensive
● More new users with less online-shopping experience arrive
● More than 95% of all visitors walk away without buying
● Optimizing the UX to increase conversion rates is mandatory, however ...
● The number of possible optimizations in most channels’ UX is infinite.

9. “CRO” or “UXO”?
Conversion Rate Optimization or "CRO" is actually not the
right name for what we do. The actual focus of our work is
the optimization of user experiences, so "UXO" would
actually be the better name for our field of work.
Conversion Rates are just our main KPI.
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10. What is our challenge?
Together with psychologists and UX designers, we looked at
what users experience when they visit various online channels,
i.e. what they perceive, what they think at each step and
what causes them to leave the site.
10

11. Arrival
Experience
Search
Experience
Navigation
Experience
Information
Experience
Decision
Experience
Checkout
Experience
Payment
Experience
Support
Experience
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We have identified 8 experiences that have a greatest influence on
whether a website visitor becomes a customer or a lead:

12. How can we use this?
The division of the "user experience" into these 8 individual
experiences offers us a framework and a guideline for a
systematic search for opportunities for improvement.
It structures our work and helps us to develop an effective
roadmap for optimization and experimentation.
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13. ● The Arrival Experience
● The Search Experience
● The Navigation Experience
● The Information Experience
Poll: Which of these 8 experiences could have the biggest
impact on the results of your digital channel
if it would be optimized?
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● The Decision Experience
● The Check-out Experience
● The Payment Experience
● The Support Experience

14. 14
The Arrival Experience

15. It is what your visitors experience during the first 10 seconds
of landing on your site.This is the most crucial phase as it
determines if the visitor progress to the next stage or not. It’s
important to remember that not every consumer journey
starts on the home page. Are your category pages optimized
to make a great first impression as well?
1. The Arrival Experience
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16. ● Neat Design layout
● Quick loading pages
● Mobile optimized performance
● Attention grabbing CTA buttons
● Niche specific trust badges
● No forced audio/video content
How do you make a great first impression?
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● More images than text
● Create curiosity
● Highlight USP and guarantees
● Relate to pre-click experience
● Highlight offers that relate to
the user’s interest detected in
previous sessions

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Example of bad arrival experience

18. 18
Example of good arrival experience

19. VenueSphere Used VWO To Increased Homepage Form Submissions By 69%
BEFORE AFTER
69%
Form Submissions
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20. 20
The Search Experience

21. 2. The Search Experience
● Can they find the products or content or information with ease?
● Is your search bar finger-friendly for mobile devices?
● Do you offer advanced sort- & filter options?
● Do you remember search queries from previous searches?
● Do you have pre-populated search options?
● Do you offer real-time search suggestions?
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22. 22
Example of bad search experience

23. Example of good search experience
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24. 24
Best Choice Products Unlock Hidden Revenue Streams with “Search” Bar by 30%
BEFORE AFTER
30%
Revenue

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The Navigation Experience

26. 3. The Navigation Experience
How easily can customers browse your categories, products
and pages without getting lost? Can they find the products
they're looking for within a few clicks?
An intuitive site architecture is crucial for ensuring your visitors
can navigate your site with ease.
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27. Make it easy and interesting for them to browse your site.
If they arrive at your front page and don't know what to do
next, you have a serious problem.
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28. Example of bad Navigation structure
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29. 29
Example of good Navigation structure

30. BEFORE AFTER
Bizztravel Wintersports Tested Redesigned Navigation To Achieve A 21% Jump In Conversions
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21%
Conversions

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The Information Experience

32. 4. The Information Experience
The best product details page will strike a balance between
providing all the information potential customers want about the
product to ultimately help push them towards making a purchase —
without overwhelming them with information.
Every element on a page will distract from others, so optimize your
pages to remove all blockers and make sure info is easily found and
engaged with.
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33. ● Bullet points
● Abstract
● And then full description
● Product visuals composed of images and videos
● The right mix of image and text to engage user’s senses.
Displaying information in a pyramidal structure:
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34. Bandwidth Saw a 12% Visit-to-Lead Conversion Uplift by Revamping its Product Page
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BEFORE AFTER
12%
Visit-to-Lead Conversion

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The Decision Experience

36. 5. The Decision Experience
Users don’t like taking decisions and many of them need a little help,
a little push at the right time. Highlighting scarcity, urgency or
exclusivity are common practises:
“Only 2 more available” … “12 other users are checking out this
room” … “Members only”
Highlighting rare items, low stock, and exclusivity will not only
increase their perceived value, but also help users discover and
obtain something ‘special’ that may not be available in the future.
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37. Give customers information that will help them decide to
buy. Showcase product reviews and Q&A sections on your
product pages. List related products like accessories that a
customer might want to add to their purchase or an
explanation of your return policies,
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38. 38
Example of bad decision experience

39. 39
Example of
good decision
experience

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The Checkout Experience

41. 6. The Checkout Experience
How easy is to check out from your page?
1 out of every 5 shoppers abandon cart due to a too long or
complicated checkout process. Optimize your checkout process
to turn more visitors into customers.
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42. ● Reduce the information the customer needs to enter
○ One click check out
○ Don’t require shoppers to register before check out
○ Everybody hates forms
○ Nobody remembers their log in details
● Mobile friendly check out process
● Use a progress bar to show shoppers the steps they need to
take to complete checkout and where they are currently
● Display trust signals throughout the checkout process
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43. 43
Example of bad checkout experience

44. 44
Example of good checkout experience

45. How ReplaceDirect Used A/B Testing To Reduce Cart Abandonment by 25%
45
BEFORE AFTER
25%
Cart Abandonment

46. 46
The Payment Experience

47. 7. The Payment Experience
● Provide a sufficient range of trusted payment methods
○ Apple Pay or other digital wallets
○ Credit/ Debit cards
○ Coupons
● Embed payments on mobile
● Offer different payment plans
● Add trust badges
● Keep Distractions to a Minimum
Your goal for the coming year should be to identify the methods your
customers prefer and that will provide a secure and seamless checkout
process across the board. 47

48. 48
Example of bad payment experience

49. 49
Example of good payment experience

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The Support Experience

51. This is your team’s ability to help your customers solve the issues
they face along the entire journey.
This is directly tied to your ability to keep them onboard: An
overwhelming 96% of consumers say their brand loyalty often
hinges on a brand’s customer service efforts.
8. The Support Experience
51

52. Knowledge bases, FAQ pages, and other self-service options enable
the customer to take control of the issue they’re facing, and find the
solution that works best for them — all without needing to reach out
to your customer support staff.
How not to do is - have a service support chatbot popping up every
minute. Everybody hates it! People like to browse a little bit, walk
around and only when they are advanced in the sales process they
might need some assistance.
52

53. 53
Break-out room session

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The Arrival Experience

55. Price is the first thing that gets your attention.
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Observation:
Highlighting the value proposition would increase CTR and CR.
Hypothesis:
https://www.enfamil.com/
Page:

56. Searching for my product isn’t easy to find. No search box.
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Observation:
Exposing the search field with autocomplete will increase search and CR.
Hypothesis:
https://www.enfamil.com/
Page:

57. Lot of empty space - and no value proposition.
57
Observation:
A value proposition that creates curiosity could create more engagement and
returning visitors.
Hypothesis:
https://www.fronteraviva.com/
Page:

58. Not enough different news and teasers above the fold and not easy category selection
on mobile.
58
Observation:
Offering more smaller teasers and category icons would invite users to browse the
site and dive into the news and come back.
Hypothesis:
https://www.fronteraviva.com/
Page:

59. Describe the issue that you have noted.
59
Observation:
Describe the hypothesis that should be tested.
Hypothesis:
URL
Page:

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The Search Experience

61. 61
The Navigation Experience

62. This education website is difficult for teachers to navigate to the correct learning
resources needed for their students. The navigation is confusing.
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Observation:
If the user makes a selection from a defined a category, then present them a curated
list of smaller categories. Then we we can direct user to the right set of books for their
students.
Hypothesis:
https://www.savvas.com/
Page:

63. 63
The Information Experience

64. PLP - User have to scroll up to filter products
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Observation:
If we add the filters on a Sticky bar, user will locate the desired product faster.
Hypothesis:
https://iuzeit.com/product-search/vitamins?type=Vitamin%20B
Page:

65. PDP - Too much text and information at the right side
65
Observation:
If we space out information so user have to scroll down to see the detailed specs,
keeping the picture fixed, user will have a cleaner interface, less text and distraction to
make a decision.
Hypothesis:
https://iuzeit.com/product/vitamins/garden-of-life-mykind-organics-b-12-organic-
spray
Page:

66. 66
The Decision Experience

67. Improve the decision experience on the below three pages:
- https://www.givingmail.com/products/fundraising-packages/single-page
- https://www.givingmail.com/products/direct-mail-fundraising-packages
- https://www.givingmail.com/products
67
Observation:
Hypothesis:
https://www.givingmail.com/
Page:

68. 68
The Check-out Experience

69. High drop off rate
69
Observation:
Describe the hypothesis that should be tested.
Hypothesis:
URL: https://www.posbosshq.com/plans
https://app.posbosshq.com/users/sign_up
Page:

70. 70
The Payment Experience

71. When in the payment page, the user is not aware of all the steps they need to take to
complete a purchase without scrolling down the page.
There are just three simple steps.
71
Observation:
IF we show progress bar at the top of the page for the 3 Steps.THEN the user will
understand there are 3 simple steps towards completion, and be more inclined to
continue. A streamlined progress bar will help minimize cart abandonment rate.
Measurement: Conv Rate, Continue to Next Step, Cart Abandonment
Hypothesis:
https://www.microsoft.com/en-us/
Page:

72. When selecting a payment option it shows an unfriendly drop down with text options
for ‘Credit Card or Debit Card’, ‘PayPal’ or ‘Citizens Pay’.
It is not appealing and shows no trusted logos.
72
Observation:
IF we show a more user-friendly solution that has easily identifiable options payment
logos THEN people will be more inclined to make a purchase, as it will be a more
trusted experience.
Measurement: Conv Rate, Continue to Next Step, Cart Abandonment.
Hypothesis:
https://www.microsoft.com/en-us/
Page:

73. When selecting a payment option it does not explain what ‘Citizen’s Pay’ is.
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Observation:
IF we describe the Citizen’s Pay as a staggered payment option THEN people will be
more inclined to make a purchase, as they will have more affordable purchase options
(i.e. pay over 12 months).
Measurement: Conv Rate, Continue to Next Step, Cart Abandonment.
Hypothesis:
https://www.microsoft.com/en-us/
Page:

74. 74
The Support Experience

75. While exploring the support page on Stripe.com, we noticed the vast majority of
support topics were text only and did not include visual support (images, video,
animations) to help the user answer their question or complete a task.
75
Observation:
IF we provide visuals for the support topics via images, video, or animation.THEN the
user will be able quickly solve the issue they came to support to resolve.
Measurement: Bounce rate, Exit the support subdomain
Hypothesis:
URL: https://support.stripe.com/topics/account
Page:

76. When trying to find a way to connect with a live person, we found there aren’t any
available options to to connect with via email, chat, or phone. The only support offered
was FAQ’s unless the user was logged in (Note: We weren’t able to verify if there was
live support once logged in)
76
Observation:
IF present the user an option to schedule a time to speak with a live person once we
identity that the user is stuck and not able to move forward THEN we can provide that
individual the support they need, without overwhelming the business with too many
users being able to schedule calls for simple questions and requests that can be
answered in the FAQs.
Hypothesis:
URL: https://support.stripe.com/topics/accountURL
Page:

77. 77
Welcome back!

78. Remember!
The division of the "user experience" into these 8 individual
experiences offers us a framework and a guideline for a
systematic search for opportunities for improvement.
It structures our work and helps us to observe, to analyze
and to ideate systematically.
78

79. ● These 8 experiences are frameworks for generation of ideas
● Not all of them are going to be equally important
● Understand what works and doesn’t work for your visitors
through the lens of these 8 experiences
79

80. 80
A Prioritization Framework for a
Smart Optimization Roadmap

81. 81

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Happy to take your
questions!

83. 83
Thank you!
We hope to see you soon again!
jan.marks@vwo.com
david.otero@makingscience.com