How to reduce friction and increase conversions

Copyright © 2016 Netizen Testing Sdn. Bhd. All rights reserved.
This document is for internal use only and is not to be released to industry organisations, the media or
any third parties without prior written consent from Netizen Testing Sdn. Bhd.
1
How to Reduce Friction and Increase Conversions

2
Evidence Based Approach For Building Better Digital Products

3
Strategy &
Planning
User
Research
Solution
Development
User
Testing
Optimization &
Analytics
Our UX Practices

4
What’s happening around us

5
years ago

6
& more…
past years

7

8
User Experience Department

9
The Sweet Path
Visit your site Buy Something!

10
The actual journey that users have to go through is complex
Visit
your site
Buy Something!Read Review
/Case Studies
Check
Product Info
Compare
Products
Mini conversions Key conversion

11
Visit
your site
Read Review
/Case Studies
Check
Product Info
Compare
Products
If the website is not easy to use…
Failed to buy /
quit

12
FRICTION

13
Mobile UX
Even More
Friction

14
2 methods to find out where friction is
1. Understanding how users use your website/app through
web analytics
2. Find out why users are stuck on your website through
usability testing
What We Are Covering Today

15
1. Understanding how users use your website/app
through web analytics

16
If You Track Everything,
You Probably Be Paralysed By Data!

17
Web Analytics:
Defining KPI and Measurement Framework

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Defining KPI and Measurement Framework
Measurement Framework Driven by KPIs
1. User Acquisition 2. Info Browsing 3. Sign Up / Registration 4. User Retention
Users:
• No. of new users
• No. of users from
referral source
• No. of users from
campaigns
User Engagement:
• Bounce rate
• Time on site
• Page view / session
• No of Product search
User Experience:
• Site load time factor
• Type of devices
Registration:
• Sign up conversion rate
• No. of registration
• Drop off points
• Time used
• Time of day
Existing Customers:
• No. of returning users
• Frequency of revisits
• Email open rates
SAMPLE

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Page loading speed matters
https://webmasters.googleblog.com/2015/04/mobilemadness-campaign-to-help-you-go.html

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Page Loading Speed Matters
Average page load time of 20.51 seconds.
Slow loading speed kills your user experience. This data helps to identify the pages that need to be improved.
SAMPLE

21

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• Loading speed is one of the keys for good user experience.
• Reducing page load time boosts sales and conversion rates significantly.
22
+2%

23
Trend Analysis
When are your users visiting the site?
Traffic are at the highest point between Monday to Thursday.
Traffic is highest during 10am to 5pm. This insight can help marketing team to decide the best time for
launching a campaign.
SAMPLE

24
Implementing Google Tag Manager
Limitation of Google
Analytics:
• Unable to track in page
interactions and
activity.
• Unable to set
conversion goals
triggered by in-page
interactions.

25
Implementing Google Tag Manager

26
Application
Form – Step 1
Application
Form – Step 2
Form Submission
1,000,000
200,000
20,000
5,000
Landing Page
Sample Conversion Funnel – Application Form
• Setup goals and funnel will help
to identify the best paths for
conversion.
• This will also help identify drop-
off rates at each step of the
funnel.
Tracking & Identifying The Best Paths For Conversion

27
2. Find Out Why Users Are Stuck Through Usability
Testing

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Traffic Analytics

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Is it easy to use?
Why are users frustrated?
Why are they leaving?

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Usability Testing
(UX Testing)

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• Usability testing is about watching one person at a time try to
use something (whether it’s website, a prototype, or some
sketches of a new design) or to do typical tasks so to detect
and fix the things that confuse or frustrate them.
• Goal oriented
• Think aloud
Usability Testing

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Why?
• Product team knows it too well
• They are not the users

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1. In-Person Usability Testing

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2. Remote Usability Testing

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Case Study:

This report is for internal use only and is not to be released to industry organisations, the media or any third parties without prior written consent from Netizen Testing Sdn. Bhd.
User was asked to
bookmark the property
that they want to visit
later.
https://goo.gl/nVaVDW

37
Convention is
your friend

38
Case Study:
Lufthansa Mobile
Website

39
“I opted not to receive SMS
notification, so why should I provide
my phone number??”

40
Users mistook there were 6
options for him to choose
Flight Searching Page

41Copyright © 2017 Netizen Testing Sdn. Bhd. All rights reserved.
This report is for internal use only and is not to be released to industry organisations, the media or any third parties without prior written consent from Netizen Testing Sdn. Bhd.
Users were ready to
checkout after
selecting their flight
ticket options.
https://goo.gl/Ej7dca

42
Case Study:
Usability of Photo

43

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Case Study:
Users Are Not Perfect Beings

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Case Study: My Mistakes

47
Quick Tour Video

48
Checkout

49
Changes made

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When to do Usability Testing?

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When is the best time to conduct usability testing?
If test early, reduce
50%
in wasted time & cost

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TESTING
TESTING
TESTING
TESTING
TESTING

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Usability Testing Work Flow
1. Test planning
2. Recruit users
3. Test with
users
4. Research &
Analysis
5.
Improvements

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How Many Users Do You Need in Usability Testing?

55
Competitor TestingA/B Testing
Prototype Testing / Clickable Mockups Marketing Campaign Landing Page
What Can You Test?
What else can be
tested?

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Usability Testing: Facts to Remember
1. If you want a great product, you have got to test.
2. Testing is a repeating process.
3. Testing with 1 user is better than none.
4. Testing with 1 user using the right method is better than
testing with 10 users using the wrong way.

57
Most Website Design Arguments Go No Where
Everybody will have something they prefer,
especially founders!

58
You will need both quantitative & qualitative data
So by doing (1) Usability Testing & (2) Web Analytics you can
determine if the conversion journey works or not

59
Knowing where is the problem is half the battle won

60
Q&A

How to reduce friction and increase conversions

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