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Similar to Foundit UX - CRO - Event
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Foundit UX - CRO - Event
- 1. Chris Dunn, Operations Director, FoundIt! Dynamic UX & CRO Deployment
- 2. How to grow sales by up to 20% by focussing on product discovery. More finding = More shopping
- 3. Add to basket Checkout We’re used to CRO focusing on the basket Too many stages in our basket Are the buttons the right colour Should we do 1 page checkout? Too much data entry in the form Should we have guest checkout Do they know where to go Less than 5% of customers will make it this far.
- 4. Add to basket Checkout So lets look at the top of the funnel
- 5. Add to basket Checkout So lets look at the top of the funnel Browse This is where 95% of the action is.
- 6. One of the biggest customer complaints on retail sites
- 7. Customers say they can’t find what they want?
- 8. Our customers quickly lose attention when scrolling, clicking, searching & filtering! The more time on this, the less chance the product has of being found and purchased. We assume our customers will muddle through, some do and some don’t! CVR% Time spent in search/browse Conversion rates drop when we make it difficult!
- 9. So why is it so hard for customers to find what they want?
- 13. But don’t worry….. Pagination to the rescue!
- 14. Ok never mind....how about filters then?
- 15. Choice overload: • Too much choice of product! • Too many ways to filter it! • Too much effort to browse!
- 16. We’ve buried our best options.2
- 17. What are the best options? Unhelpful journey options within the prime customer view
- 18. Plenty of stock ordered filter options. Do customers see them or even care?
- 19. According to customers, these are the best options? 😡 😡
- 20. This problem is not specific to dresses though!
- 22. What does the data say?
- 24. A one size fits all approach to facet navigation • Ignores what customers are looking for! • Leads to us burying our best bits! • Makes the customer work hard!
- 25. 3. We didn’t think of that!
- 27. Henry is the 2nd most popular cleaner after Dyson!
- 28. Is it a ‘Henry’ or a ‘Numatic’ ?
- 29. Ignoring customer language & relying on product data to drive your experience… • Ignores what customers are looking for! • Makes products impossible to find! • Leads the customer to presume you can’t help!
- 30. Is it any wonder customers say they can’t find what they want?
- 31. Now what?
- 34. What does the data say?
- 35. Perhaps we wouldn't lay out our store this way.
- 36. Diamond Earrings Gold Earrings Diamond Stud Clip on Earrings Gold Hoop Earrings Stud Earrings Sterling Silver Earrings White Gold Earrings Wedding Earrings Hoop EarringsSilver EarringsRose Gold EarringsPearl Earrings Prioritise the best bits according to what customers want.
- 37. So what really happens when we do this?
- 38. Intent based navigation in action Amara.com • Home furnishings retailer. • Over 40,000 SKUs. • Apx 300 Categories. • Over 300 Brands. • Many of the same problems we’ve highlighted
- 39. Great site, strong range, doing everything right.
- 40. We placed intent based navigation on key journey points
- 41. We created the journeys that customers wanted
- 42. We placed it across mobile too
- 43. Those journey options became key for customers 152% …increase in conversions amongst users who had been on intent based journey versus a conventional one.
- 44. To deliver a 15% increase in site-wide conversion 1.10 % 1.27 % Before After A handful of well placed intent focused options, on each page of the site, trumped all other navigation, and grew conversion by 15.4%.
- 45. Great idea! lots of work!?
- 46. Great idea…lots of work!?
- 47. Lets focus on intent, and grow conversion!
- 49. OPTIMISING ACCESSABILITY, RELEVANCY AND CONVERSIONS UX & CRO:
Editor's Notes
- In today’s highly competitive ecommerce environment – if we can focus our UX & CRO initiatives to the findability of our products Then we are on to a winner
- Traditionally We are used to focusing on the checkout and add to baskets. These are all valid and should be definitely be looked at it.
- Remember 95%
- browse and discovery stage is where the action is Why is this just as or more important than basket? Well a lot more people you can influence for a start 1% change here is proportionality better But actually this is the section that we find is the most broken that a lot of internet retalers didn’t realise.
- So why is it broken? I don’t know about you but we hear it all the time “customers cant find what they are looking for” and stats back this up too on Customer Experience Analytics platforms like foresee
- So if this is a common problem And helping customers is our job Then we should be able to fix it
- The evidence suggest for a lot of retailers we’ve given too much choice in both products and facet navigation options. We’ve often expanded ranges and opened out every attribute within our product mix we can think of and therefore becoming less relevant to our customers journeys. Thus created haystacks..
- So what’s the problem? We’re following ”BEST” practises Our sites passed UAT We’re not out there in terms of design We doing what everyone else is doing
- We’ve identified the biggies!
- Number 1 – biggest problem is choice – too much choice is good and bad right?
- So What's Choice overload look like, lets take this well known high street retailer, Is there a problem here? This is standard looking ecommerce site right? Using the best my and current technologies available. They’ve got some of the best people working on the problems and they are delivering an experience that you and I would expect to see right? No problem here…
- But is ok you we’ve got pagination! We’ve 86 isles of 30 shift dresses in each for you!! As we all know, nobody goes to page 2 or 3 or 4 for that matter – its same in Google isn’t it? So we’ve wandered into haystack and our customers is now drowning
- Don’t worry we’ve got filters/facets too! You can slice dice it anyway you want!!! And what we tend to do with this situation is throw the kitchen sink of options at them. For these guys its over 150! Like with pagination - low engagement with anywhere 10 to 20% being the norm. So those that we’ve got left we've got left, the real persevering, brand loyal, tech savvie, types might use and scroll and click down the page
- Too much choice of products = to difficult to narrow down. We’ve created haystacks with a really bad way to find the needles. So in short – we’ve made it hard for our customers to digest the page Hells Kitchen where Gordon rips up the menu and comes back with a smaller more refined version.
- The second reason our customers are struggling! As a further consequence of Too much choice in navigation options often leads to inadvertently burying your most in demand user journey options
- What are the best options – well we don’t know and that’s why we’ve thrown the kitchen sink at them all 150 options Where only 20% if we are lucky they even engage with them and that 5% of them make through the basket. 1/3 of the most valuable real estate has been taken up by poorly relevance choices and to certain degree unintuitive options
- If we go further down the page Further facets ordered by stock levels Remember our customers ability to stay with us as they scroll down the page drops off significantly Do we think that helps our customers? Or I’m buying in bulk???
- So again what do the customers say? For a customer navigating or landing on this page do we think we’ve covered their most likely next steps easily? 1/3 of the most valuable real estate has been taken up by poorly relevance choices and to certain degree unintuitive options Colour good – lpha ordering means popular colours of ‘Shift Dress’ like RED are buried Asking the customers to work at it to find the option.
- This is site wide problem and is further compounded when we go deeper into the architecture. These places that no SEO/UX/ or CRO specialist ever get chance to make a difference Where we rely on ecommerce technologies to weave their magic
- Its the same on this page for this well known FTSE 100 retailer When looking for an external hard disk is price filtering what we need front and centre to help us on our decision tree journey? Under £5 maybe is the most significant next step for me?
- And remember this intent is changing all the time – how you meant to stay on top of that!
- If we scroll down below the fold we do get presented with all the faceted options As you can see each one of them is buried You require the user to scroll and muddle through I wonder how many people clicked
- Facet Navigation is designed to help our customers find what they want, often it hinders Most facet navigation is an out of the box approach, Install it and forget it with minimal human merchandising past the main categories (due to time, insights, dev resource) and to do it across every category sub category of the site is very hard to do - painting the forth bridge?
- The 3rd problem – is the insights of knowing what to do when. As I’ve already taken you through – its not a one size fits all approach that many internet retailers With the hope they will muddle through Every category and sub category have their own unique insights even within the same group dresses example the most popular colour of Shift Dresses is black but Maxi Dresses it is blue My turn for a quiz!
- Another common issue is popular navigation options are missed! QUIZ! So what’s this a picture of? Does anyone know the brand name?
- Bit like Family Fortunes this – and our Survey Said! Well by and large the intent data tells us it’s a Henry Hoover! Now that’s a problem right Lets see how its being dealt with
- These guys sell Henry’s – shell we try n find it! These two sites where the norm when trying to find a ‘Henry’ and being the second most popular searched for Brand in the Hoover! Vacuum cleaner space they were all missing a trick Actually I only found 2 sites out of the top ten electrical retailers that managed to use ‘Henry’ as a facet option as apposed to a never searched for brand
- We just need to listen to our customers and language and intent they use And align the user journey to that. Ignore them at your peril
- No wonder we keep hearing customers banging on about it!
- If we knew what customers wanted before they arrived on the website we might lay it out a bit differently!
- You’d of thought a category like this would be easy right?
- Lets take these guys… 915 products in pages of 24 - birthstone facet opened - but does customer intent data support this?
- Our survey said ! Here’s what customers want before they arrive on the website
- Lets take these guys… 915 products in pages of 24 - birthstone facet opened - but does customer intent data support this?
- To a page like this
- So how do we deploy this concept across the whole browse section of my site Remember the 95%? Well we do it dynamically at scale, using technology that dovetails into our existing stack
- Let’s take Amara – Luxury Homewares retailer – pure play Just like everyone else – looking to increase CVR and Revenue
- And just like everyone else – they’ve got lots of product choices and huge amount of ways to filter But this is the norm right?
- We are all familiar with 80 - 20 Top 5 options in any category will deal with the 80%
- And by creating the most in demand options at every step in the hierarchy We are effectively holding our customers hand through the store
- And it’s not just desktop is important with mobile taking the lions share of traffic We need to hold hands here too No will ever Paginate, Filter much on a mobile
- The analytics support this approach – the intent based navigation gets more engagement than the number one marched product!
- And for Amara – they achieved double digit increase in Conversion By listening to their customers intent
- How on earth do we tailor navigation on thousands or even hundreds of thousands of pages… Thats ok thats what FoundIt! does
- FoundIt! regularly crunches insights out if millions of keywords, It crawls through your website to understand what products you sell Our machine learning algolrithms Works out what pages and links needs go go wheree Sends all of these great ideas to our customer directly to the website without the need to get the wrath of IT for every change All automated, with full editorial control constantly updating, as the seasons, your products and your customers intent changes.
- Focusing on the 95% will be the best investment you make for your business this year