The document emphasizes the importance of starting with the customer to drive online sales, highlighting examples from Amazon and Google, which prioritize user experience over advertising. Key takeaways include the need for businesses to invest in their customers, maintain transparency to build trust, and focus on usability rather than persuasion. It concludes with the message that the customer has full control over their experience and that data should inform decision-making.

1. Start with the
customer and
work backwards
Gareth Dunlop
28.9.2017

2. Hello
I’m Gareth Dunlop
@dunlop71
@fathom_ux
#TTLPresents

4. 1.
Briefly about
Fathom

5. performance
through
insight

10. We work with large, complex,
enterprise organisations…

11. …and ambitious retailers, to help
them drive sales online

12. 2.
What do the world’s
most successful
websites do?

13. THEY START
WITH THE USER
AND WORK
BACKWARDS

15. Jeff Bezos invested 100 times more into
customer experience than advertising during
the first year of Amazon.

16. Performance through insight

18. Focus on the user and all else will follow. From its inception,
Google has focused on providing the best user experience
possible. While many companies claim to put their customers
first, few are able to resist the temptation to make small
sacrifices to increase shareholder value. Google has
steadfastly refused to make any change that does not offer a
benefit to the users who come to the site. By always placing the
interests of the user first, Google has built the most loyal
audience on the web. And that growth has come not through
TV ad campaigns, but through word of mouth from one
satisfied user to another.

19. “Hopefully most of
our users don’t
think about or
notice us. They just
use the service and
get on with their
lives.”

20. Unique visitors
October 2012 to October 2015

21. Services data
Snapshot as of October 2015
transactions per year
1.73bn
# online services
801
digital take up
77.9%
user satisfaction
88.8%

22. When compared to their peers, the top 10 companies
leading in customer experience outperformed the S&P
index with close to triple the returns.

23. 3.
Design for
behaviour change

24. HOW YOUR
USERS FEEL IS
THE BIGGEST
DETERMINANT OF
THEIR
BEHAVIOUR

28. “We’re moving from
a world orientated
around persuasion
to a world
orientated around
usability.”

29. 4.
Takeaways

30. 1. THE CUSTOMER IS IN
COMPLETE CONTROL OF THE
EXPERIENCE

33. 2. INVEST IN YOUR CUSTOMERS

34. source Google Analytics

35. source
https://www.greatmagazines.co.uk/affiliates

36. source
https://www.marketingsherpa.com/article/chart/co
nversion-rates-retail-categories

38. 3. LACK OF TRUST IS THE SINGLE
BIGGEST CONVERSION KILLER
ON THE WEB

40. 4. DON’T TALK OVER YOUR
CUSTOMERS

42. 5. BELIEVE IN THE DATA

44. Sliderobes are specialists in fitted sliding wardrobe doors and
storage. They offer customers creative solutions to their storage
problems, with an end-to-end service through design, manufacture
and installation.
Sliderobes

45. The
customer
is in
complete
control
Invest in
your
customers
Deserve
and earn
your
customers
trust
Don’t talk
over your
customers
Believe
in the
data
1. 2. 3. 4. 5.

46. Thank you.
Gareth Dunlop
+44 (28) 9099 2882
@dunlop71
www.fathom.pro
gareth@fathom.pro

47. ENDS