Presentation by Jamie Woodbridge, Industry Analyst, Google

1. Buyer-Centric Web Strategies
Delighting the user
August, 2010
Google Confidential and Proprietary 1

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
Google Confidential and Proprietary 10
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
Google Confidential and Proprietary

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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