The document discusses strategies for delighting online users and reducing their anxiety during purchase processes. It recommends focusing on understanding user pain points like safety concerns and reviews, and addressing these issues by providing effortless and superior solutions. Examples show how small improvements like simplified booking flows can significantly improve the user experience. The key is to continuously evaluate user anxiety points, innovate to resolve them better than competitors, and measure the impact on engagement and sales.

1. Buyer-Centric Web Strategies
Delighting the user
August, 2010
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2. “Focus on the user and all
else will follow”
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3. Delight users.
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4. Delight has many forms
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5. Google Confidential and Proprietary 5

6. Turning anxiety in to delight
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7. Turning anxiety in to delight
ANXIETY EFFORTLESS DELIGHT!
RESOLUTION
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8. Turning anxiety in to delight
= Anxiety
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9. Online it’s a level playing field, customers hold
the cards
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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
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Source: http://www.cashedge.com/pressRoom/news_070104_bst.html

11. Focusing on Auto-Buyers Anxiety
• How do they feel during the buying process?
• Are they delighted with their online experience?
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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
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13. But it was also confusing and stressful…
25-35 year old Females
40-55
Luxury Car
Buyers
35-45 year old Females
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14. Buyers get frustrated…
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15. Focus, caution & research eased their anxieties
35-45 year old Females
30-45 year old Males
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16. Put yourself in the buyer’s shoes
Main Anxiety is Safety
Mothers want information
on safety ratings
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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!
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18. Another example, finding out what other
buyers think – The growth in user forums
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19. Buyers rely on user reviews
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20. Delight fades
• Online expectations are evolving fast
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21. A good example, booking flights online
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22. This no longer passes muster
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23. Honda UK have done a good job
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24. Innovate to stay ahead
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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…
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26. The price of failing to delight
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27. Make it easy…
…light their way
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28. Users, Users, Users.
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29. Practical Recommendations
• First steps to putting the Buyer first
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30. First principles
Know your users and
simplify the web
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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
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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
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33. “Focus on the user and all
else will follow”
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34. Thank You!
Q&A
August, 2010
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