The order confirmation page is a great testing ground for speaking to new customers and introducing new experiences without impacting the purchase conversion. I present a case study for defining design objectives, setting measurable goals, providing clarity on feature development priorities and introducing new paradigm for user experience in the order confirmation page. This talk was presented at Warm Gun in November 2012 and Geek Girls in January 2013.

1. Hidden Treasures in the Purchase Funnel
Melissa Cooper

2. Design practices at Eventbrite
1. Share a recent redesign project
2. Strategies for new experiences
3. Talk about our process

3. Three things designers and developers know about the purchase funnel
1. Highly protected
2. Closely monitored
3. Product Managers are nervous to change

4. Approach
Goal orientated design is crucial
• Define the optimal experience
• Provide measurement throughout iterations
• Speak to future measurement

5. Background
Focus on tools for organizers

6. Invite users in

7. Order confirmation page

8. Order confirmation page
1. Largely neglected experiences
2. Boast the most eye balls
3. Leak massive traffic
4. Lost opportunities
What do you want your users to do next?

9. Most order confirmation pages look like this:

10. What do you want your users to do next?

11. Deeper user engagement
What do you want your users to do next?
• Manage orders
• Share
• Gain rewards
• Keep buying
• Develop a profile

12. Design goals for the future
Kick off objectives:
• Ensure confirmation is prominent and
clear
• Drive users to My Tickets
• Promote event creation
Design exploration added a few goals…

13. Old confirmation page

14. The new design

15. Steep decline in exits
We launched on the 18th of December
- Day before ~60% exit rate
- One week later on Christmas Eve ~45%
- Another week later (just two days before
NYE) ~40%
- Today it remains 40% - 50% depending
on the day of the week
- Lowest exit rate is on Saturdays

16. Wrap up: The confirmation
• Continuous improvement
• Observe
• A/B Test
• Optimize
• Influence the purchase funnel upstream

17. Thank you!
<3 your confirmation pages!