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How to Use a Framework of 8 User
Experiences to Build an Effective
Experimentation Program
#GHCONF21
2
Good Evening*,
GrowthHackers!
* It is 11:00 pm in Madrid and 2:30 am in New Delhi :)
Who is with you today?
3
Jan Marks
Regional Manager Europe
Nancy Thakur
Senior Optimization Consultant
Diksha Shukla
Senior Optimization Consultant
Aastha Agarwal
Optimisation Consultant
Akansha Gupta
Optimization Consultant
Vaibhav Sharma
Optimisation Consultant
David Otero
SVP Agency Growth
Nicola Clark
Vice President
Alejandro Aguirre
Project Manager / QA Manager
Claire Hurtubise
Sr Manager Client Success
Ken Rader
Director, Client Services
6
What we will cover today...
Practical
Exercise
Prioritization
Framework
About 8
Experiences
7
About 8 Experiences
Why has CRO become a priority for most companies?
8
● Traffic acquisition has become expensive
● More new users with less online-shopping experience arrive
● More than 95% of all visitors walk away without buying
● Optimizing the UX to increase conversion rates is mandatory, however ...
● The number of possible optimizations in most channels’ UX is infinite.
“CRO” or “UXO”?
Conversion Rate Optimization or "CRO" is actually not the
right name for what we do. The actual focus of our work is
the optimization of user experiences, so "UXO" would
actually be the better name for our field of work.
Conversion Rates are just our main KPI.
9
What is our challenge?
Together with psychologists and UX designers, we looked at
what users experience when they visit various online channels,
i.e. what they perceive, what they think at each step and
what causes them to leave the site.
10
Arrival
Experience
Search
Experience
Navigation
Experience
Information
Experience
Decision
Experience
Checkout
Experience
Payment
Experience
Support
Experience
11
We have identified 8 experiences that have a greatest influence on
whether a website visitor becomes a customer or a lead:
How can we use this?
The division of the "user experience" into these 8 individual
experiences offers us a framework and a guideline for a
systematic search for opportunities for improvement.
It structures our work and helps us to develop an effective
roadmap for optimization and experimentation.
12
● The Arrival Experience
● The Search Experience
● The Navigation Experience
● The Information Experience
Poll: Which of these 8 experiences could have the biggest
impact on the results of your digital channel
if it would be optimized?
13
● The Decision Experience
● The Check-out Experience
● The Payment Experience
● The Support Experience
14
The Arrival Experience
It is what your visitors experience during the first 10 seconds
of landing on your site.This is the most crucial phase as it
determines if the visitor progress to the next stage or not. It’s
important to remember that not every consumer journey
starts on the home page. Are your category pages optimized
to make a great first impression as well?
1. The Arrival Experience
15
● Neat Design layout
● Quick loading pages
● Mobile optimized performance
● Attention grabbing CTA buttons
● Niche specific trust badges
● No forced audio/video content
How do you make a great first impression?
16
● More images than text
● Create curiosity
● Highlight USP and guarantees
● Relate to pre-click experience
● Highlight offers that relate to
the user’s interest detected in
previous sessions
17
Example of bad arrival experience
18
Example of good arrival experience
VenueSphere Used VWO To Increased Homepage Form Submissions By 69%
BEFORE AFTER
69%
Form Submissions
19
20
The Search Experience
2. The Search Experience
● Can they find the products or content or information with ease?
● Is your search bar finger-friendly for mobile devices?
● Do you offer advanced sort- & filter options?
● Do you remember search queries from previous searches?
● Do you have pre-populated search options?
● Do you offer real-time search suggestions?
21
22
Example of bad search experience
Example of good search experience
23
24
Best Choice Products Unlock Hidden Revenue Streams with “Search” Bar by 30%
BEFORE AFTER
30%
Revenue
25
The Navigation Experience
3. The Navigation Experience
How easily can customers browse your categories, products
and pages without getting lost? Can they find the products
they're looking for within a few clicks?
An intuitive site architecture is crucial for ensuring your visitors
can navigate your site with ease.
26
Make it easy and interesting for them to browse your site.
If they arrive at your front page and don't know what to do
next, you have a serious problem.
27
Example of bad Navigation structure
28
29
Example of good Navigation structure
BEFORE AFTER
Bizztravel Wintersports Tested Redesigned Navigation To Achieve A 21% Jump In Conversions
30
21%
Conversions
31
The Information Experience
4. The Information Experience
The best product details page will strike a balance between
providing all the information potential customers want about the
product to ultimately help push them towards making a purchase —
without overwhelming them with information.
Every element on a page will distract from others, so optimize your
pages to remove all blockers and make sure info is easily found and
engaged with.
32
● Bullet points
● Abstract
● And then full description
● Product visuals composed of images and videos
● The right mix of image and text to engage user’s senses.
Displaying information in a pyramidal structure:
33
Bandwidth Saw a 12% Visit-to-Lead Conversion Uplift by Revamping its Product Page
34
BEFORE AFTER
12%
Visit-to-Lead Conversion
35
The Decision Experience
5. The Decision Experience
Users don’t like taking decisions and many of them need a little help,
a little push at the right time. Highlighting scarcity, urgency or
exclusivity are common practises:
“Only 2 more available” … “12 other users are checking out this
room” … “Members only”
Highlighting rare items, low stock, and exclusivity will not only
increase their perceived value, but also help users discover and
obtain something ‘special’ that may not be available in the future.
36
Give customers information that will help them decide to
buy. Showcase product reviews and Q&A sections on your
product pages. List related products like accessories that a
customer might want to add to their purchase or an
explanation of your return policies,
37
38
Example of bad decision experience
39
Example of
good decision
experience
40
The Checkout Experience
6. The Checkout Experience
How easy is to check out from your page?
1 out of every 5 shoppers abandon cart due to a too long or
complicated checkout process. Optimize your checkout process
to turn more visitors into customers.
41
● Reduce the information the customer needs to enter
○ One click check out
○ Don’t require shoppers to register before check out
○ Everybody hates forms
○ Nobody remembers their log in details
● Mobile friendly check out process
● Use a progress bar to show shoppers the steps they need to
take to complete checkout and where they are currently
● Display trust signals throughout the checkout process
42
43
Example of bad checkout experience
44
Example of good checkout experience
How ReplaceDirect Used A/B Testing To Reduce Cart Abandonment by 25%
45
BEFORE AFTER
25%
Cart Abandonment
46
The Payment Experience
7. The Payment Experience
● Provide a sufficient range of trusted payment methods
○ Apple Pay or other digital wallets
○ Credit/ Debit cards
○ Coupons
● Embed payments on mobile
● Offer different payment plans
● Add trust badges
● Keep Distractions to a Minimum
Your goal for the coming year should be to identify the methods your
customers prefer and that will provide a secure and seamless checkout
process across the board. 47
48
Example of bad payment experience
49
Example of good payment experience
50
The Support Experience
This is your team’s ability to help your customers solve the issues
they face along the entire journey.
This is directly tied to your ability to keep them onboard: An
overwhelming 96% of consumers say their brand loyalty often
hinges on a brand’s customer service efforts.
8. The Support Experience
51
Knowledge bases, FAQ pages, and other self-service options enable
the customer to take control of the issue they’re facing, and find the
solution that works best for them — all without needing to reach out
to your customer support staff.
How not to do is - have a service support chatbot popping up every
minute. Everybody hates it! People like to browse a little bit, walk
around and only when they are advanced in the sales process they
might need some assistance.
52
53
Break-out room session
54
The Arrival Experience
Price is the first thing that gets your attention.
55
Observation:
Highlighting the value proposition would increase CTR and CR.
Hypothesis:
https://www.enfamil.com/
Page:
Searching for my product isn’t easy to find. No search box.
56
Observation:
Exposing the search field with autocomplete will increase search and CR.
Hypothesis:
https://www.enfamil.com/
Page:
Lot of empty space - and no value proposition.
57
Observation:
A value proposition that creates curiosity could create more engagement and
returning visitors.
Hypothesis:
https://www.fronteraviva.com/
Page:
Not enough different news and teasers above the fold and not easy category selection
on mobile.
58
Observation:
Offering more smaller teasers and category icons would invite users to browse the
site and dive into the news and come back.
Hypothesis:
https://www.fronteraviva.com/
Page:
Describe the issue that you have noted.
59
Observation:
Describe the hypothesis that should be tested.
Hypothesis:
URL
Page:
60
The Search Experience
61
The Navigation Experience
This education website is difficult for teachers to navigate to the correct learning
resources needed for their students. The navigation is confusing.
62
Observation:
If the user makes a selection from a defined a category, then present them a curated
list of smaller categories. Then we we can direct user to the right set of books for their
students.
Hypothesis:
https://www.savvas.com/
Page:
63
The Information Experience
PLP - User have to scroll up to filter products
64
Observation:
If we add the filters on a Sticky bar, user will locate the desired product faster.
Hypothesis:
https://iuzeit.com/product-search/vitamins?type=Vitamin%20B
Page:
PDP - Too much text and information at the right side
65
Observation:
If we space out information so user have to scroll down to see the detailed specs,
keeping the picture fixed, user will have a cleaner interface, less text and distraction to
make a decision.
Hypothesis:
https://iuzeit.com/product/vitamins/garden-of-life-mykind-organics-b-12-organic-
spray
Page:
66
The Decision Experience
Improve the decision experience on the below three pages:
- https://www.givingmail.com/products/fundraising-packages/single-page
- https://www.givingmail.com/products/direct-mail-fundraising-packages
- https://www.givingmail.com/products
67
Observation:
Hypothesis:
https://www.givingmail.com/
Page:
68
The Check-out Experience
High drop off rate
69
Observation:
Describe the hypothesis that should be tested.
Hypothesis:
URL: https://www.posbosshq.com/plans
https://app.posbosshq.com/users/sign_up
Page:
70
The Payment Experience
When in the payment page, the user is not aware of all the steps they need to take to
complete a purchase without scrolling down the page.
There are just three simple steps.
71
Observation:
IF we show progress bar at the top of the page for the 3 Steps.THEN the user will
understand there are 3 simple steps towards completion, and be more inclined to
continue. A streamlined progress bar will help minimize cart abandonment rate.
Measurement: Conv Rate, Continue to Next Step, Cart Abandonment
Hypothesis:
https://www.microsoft.com/en-us/
Page:
When selecting a payment option it shows an unfriendly drop down with text options
for ‘Credit Card or Debit Card’, ‘PayPal’ or ‘Citizens Pay’.
It is not appealing and shows no trusted logos.
72
Observation:
IF we show a more user-friendly solution that has easily identifiable options payment
logos THEN people will be more inclined to make a purchase, as it will be a more
trusted experience.
Measurement: Conv Rate, Continue to Next Step, Cart Abandonment.
Hypothesis:
https://www.microsoft.com/en-us/
Page:
When selecting a payment option it does not explain what ‘Citizen’s Pay’ is.
73
Observation:
IF we describe the Citizen’s Pay as a staggered payment option THEN people will be
more inclined to make a purchase, as they will have more affordable purchase options
(i.e. pay over 12 months).
Measurement: Conv Rate, Continue to Next Step, Cart Abandonment.
Hypothesis:
https://www.microsoft.com/en-us/
Page:
74
The Support Experience
While exploring the support page on Stripe.com, we noticed the vast majority of
support topics were text only and did not include visual support (images, video,
animations) to help the user answer their question or complete a task.
75
Observation:
IF we provide visuals for the support topics via images, video, or animation.THEN the
user will be able quickly solve the issue they came to support to resolve.
Measurement: Bounce rate, Exit the support subdomain
Hypothesis:
URL: https://support.stripe.com/topics/account
Page:
When trying to find a way to connect with a live person, we found there aren’t any
available options to to connect with via email, chat, or phone. The only support offered
was FAQ’s unless the user was logged in (Note: We weren’t able to verify if there was
live support once logged in)
76
Observation:
IF present the user an option to schedule a time to speak with a live person once we
identity that the user is stuck and not able to move forward THEN we can provide that
individual the support they need, without overwhelming the business with too many
users being able to schedule calls for simple questions and requests that can be
answered in the FAQs.
Hypothesis:
URL: https://support.stripe.com/topics/accountURL
Page:
77
Welcome back!
Remember!
The division of the "user experience" into these 8 individual
experiences offers us a framework and a guideline for a
systematic search for opportunities for improvement.
It structures our work and helps us to observe, to analyze
and to ideate systematically.
78
● These 8 experiences are frameworks for generation of ideas
● Not all of them are going to be equally important
● Understand what works and doesn’t work for your visitors
through the lens of these 8 experiences
79
80
A Prioritization Framework for a
Smart Optimization Roadmap
81
82
Happy to take your
questions!
83
Thank you!
We hope to see you soon again!
jan.marks@vwo.com
david.otero@makingscience.com

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8 User Experiences to Build an Effective Experimentation Program_VWO_Workshop

  • 1. How to Use a Framework of 8 User Experiences to Build an Effective Experimentation Program #GHCONF21
  • 2. 2 Good Evening*, GrowthHackers! * It is 11:00 pm in Madrid and 2:30 am in New Delhi :)
  • 3. Who is with you today? 3
  • 4. Jan Marks Regional Manager Europe Nancy Thakur Senior Optimization Consultant Diksha Shukla Senior Optimization Consultant Aastha Agarwal Optimisation Consultant Akansha Gupta Optimization Consultant Vaibhav Sharma Optimisation Consultant
  • 5. David Otero SVP Agency Growth Nicola Clark Vice President Alejandro Aguirre Project Manager / QA Manager Claire Hurtubise Sr Manager Client Success Ken Rader Director, Client Services
  • 6. 6 What we will cover today... Practical Exercise Prioritization Framework About 8 Experiences
  • 8. Why has CRO become a priority for most companies? 8 ● Traffic acquisition has become expensive ● More new users with less online-shopping experience arrive ● More than 95% of all visitors walk away without buying ● Optimizing the UX to increase conversion rates is mandatory, however ... ● The number of possible optimizations in most channels’ UX is infinite.
  • 9. “CRO” or “UXO”? Conversion Rate Optimization or "CRO" is actually not the right name for what we do. The actual focus of our work is the optimization of user experiences, so "UXO" would actually be the better name for our field of work. Conversion Rates are just our main KPI. 9
  • 10. What is our challenge? Together with psychologists and UX designers, we looked at what users experience when they visit various online channels, i.e. what they perceive, what they think at each step and what causes them to leave the site. 10
  • 12. How can we use this? The division of the "user experience" into these 8 individual experiences offers us a framework and a guideline for a systematic search for opportunities for improvement. It structures our work and helps us to develop an effective roadmap for optimization and experimentation. 12
  • 13. ● The Arrival Experience ● The Search Experience ● The Navigation Experience ● The Information Experience Poll: Which of these 8 experiences could have the biggest impact on the results of your digital channel if it would be optimized? 13 ● The Decision Experience ● The Check-out Experience ● The Payment Experience ● The Support Experience
  • 15. It is what your visitors experience during the first 10 seconds of landing on your site.This is the most crucial phase as it determines if the visitor progress to the next stage or not. It’s important to remember that not every consumer journey starts on the home page. Are your category pages optimized to make a great first impression as well? 1. The Arrival Experience 15
  • 16. ● Neat Design layout ● Quick loading pages ● Mobile optimized performance ● Attention grabbing CTA buttons ● Niche specific trust badges ● No forced audio/video content How do you make a great first impression? 16 ● More images than text ● Create curiosity ● Highlight USP and guarantees ● Relate to pre-click experience ● Highlight offers that relate to the user’s interest detected in previous sessions
  • 17. 17 Example of bad arrival experience
  • 18. 18 Example of good arrival experience
  • 19. VenueSphere Used VWO To Increased Homepage Form Submissions By 69% BEFORE AFTER 69% Form Submissions 19
  • 21. 2. The Search Experience ● Can they find the products or content or information with ease? ● Is your search bar finger-friendly for mobile devices? ● Do you offer advanced sort- & filter options? ● Do you remember search queries from previous searches? ● Do you have pre-populated search options? ● Do you offer real-time search suggestions? 21
  • 22. 22 Example of bad search experience
  • 23. Example of good search experience 23
  • 24. 24 Best Choice Products Unlock Hidden Revenue Streams with “Search” Bar by 30% BEFORE AFTER 30% Revenue
  • 26. 3. The Navigation Experience How easily can customers browse your categories, products and pages without getting lost? Can they find the products they're looking for within a few clicks? An intuitive site architecture is crucial for ensuring your visitors can navigate your site with ease. 26
  • 27. Make it easy and interesting for them to browse your site. If they arrive at your front page and don't know what to do next, you have a serious problem. 27
  • 28. Example of bad Navigation structure 28
  • 29. 29 Example of good Navigation structure
  • 30. BEFORE AFTER Bizztravel Wintersports Tested Redesigned Navigation To Achieve A 21% Jump In Conversions 30 21% Conversions
  • 32. 4. The Information Experience The best product details page will strike a balance between providing all the information potential customers want about the product to ultimately help push them towards making a purchase — without overwhelming them with information. Every element on a page will distract from others, so optimize your pages to remove all blockers and make sure info is easily found and engaged with. 32
  • 33. ● Bullet points ● Abstract ● And then full description ● Product visuals composed of images and videos ● The right mix of image and text to engage user’s senses. Displaying information in a pyramidal structure: 33
  • 34. Bandwidth Saw a 12% Visit-to-Lead Conversion Uplift by Revamping its Product Page 34 BEFORE AFTER 12% Visit-to-Lead Conversion
  • 36. 5. The Decision Experience Users don’t like taking decisions and many of them need a little help, a little push at the right time. Highlighting scarcity, urgency or exclusivity are common practises: “Only 2 more available” … “12 other users are checking out this room” … “Members only” Highlighting rare items, low stock, and exclusivity will not only increase their perceived value, but also help users discover and obtain something ‘special’ that may not be available in the future. 36
  • 37. Give customers information that will help them decide to buy. Showcase product reviews and Q&A sections on your product pages. List related products like accessories that a customer might want to add to their purchase or an explanation of your return policies, 37
  • 38. 38 Example of bad decision experience
  • 41. 6. The Checkout Experience How easy is to check out from your page? 1 out of every 5 shoppers abandon cart due to a too long or complicated checkout process. Optimize your checkout process to turn more visitors into customers. 41
  • 42. ● Reduce the information the customer needs to enter ○ One click check out ○ Don’t require shoppers to register before check out ○ Everybody hates forms ○ Nobody remembers their log in details ● Mobile friendly check out process ● Use a progress bar to show shoppers the steps they need to take to complete checkout and where they are currently ● Display trust signals throughout the checkout process 42
  • 43. 43 Example of bad checkout experience
  • 44. 44 Example of good checkout experience
  • 45. How ReplaceDirect Used A/B Testing To Reduce Cart Abandonment by 25% 45 BEFORE AFTER 25% Cart Abandonment
  • 47. 7. The Payment Experience ● Provide a sufficient range of trusted payment methods ○ Apple Pay or other digital wallets ○ Credit/ Debit cards ○ Coupons ● Embed payments on mobile ● Offer different payment plans ● Add trust badges ● Keep Distractions to a Minimum Your goal for the coming year should be to identify the methods your customers prefer and that will provide a secure and seamless checkout process across the board. 47
  • 48. 48 Example of bad payment experience
  • 49. 49 Example of good payment experience
  • 51. This is your team’s ability to help your customers solve the issues they face along the entire journey. This is directly tied to your ability to keep them onboard: An overwhelming 96% of consumers say their brand loyalty often hinges on a brand’s customer service efforts. 8. The Support Experience 51
  • 52. Knowledge bases, FAQ pages, and other self-service options enable the customer to take control of the issue they’re facing, and find the solution that works best for them — all without needing to reach out to your customer support staff. How not to do is - have a service support chatbot popping up every minute. Everybody hates it! People like to browse a little bit, walk around and only when they are advanced in the sales process they might need some assistance. 52
  • 55. Price is the first thing that gets your attention. 55 Observation: Highlighting the value proposition would increase CTR and CR. Hypothesis: https://www.enfamil.com/ Page:
  • 56. Searching for my product isn’t easy to find. No search box. 56 Observation: Exposing the search field with autocomplete will increase search and CR. Hypothesis: https://www.enfamil.com/ Page:
  • 57. Lot of empty space - and no value proposition. 57 Observation: A value proposition that creates curiosity could create more engagement and returning visitors. Hypothesis: https://www.fronteraviva.com/ Page:
  • 58. Not enough different news and teasers above the fold and not easy category selection on mobile. 58 Observation: Offering more smaller teasers and category icons would invite users to browse the site and dive into the news and come back. Hypothesis: https://www.fronteraviva.com/ Page:
  • 59. Describe the issue that you have noted. 59 Observation: Describe the hypothesis that should be tested. Hypothesis: URL Page:
  • 62. This education website is difficult for teachers to navigate to the correct learning resources needed for their students. The navigation is confusing. 62 Observation: If the user makes a selection from a defined a category, then present them a curated list of smaller categories. Then we we can direct user to the right set of books for their students. Hypothesis: https://www.savvas.com/ Page:
  • 64. PLP - User have to scroll up to filter products 64 Observation: If we add the filters on a Sticky bar, user will locate the desired product faster. Hypothesis: https://iuzeit.com/product-search/vitamins?type=Vitamin%20B Page:
  • 65. PDP - Too much text and information at the right side 65 Observation: If we space out information so user have to scroll down to see the detailed specs, keeping the picture fixed, user will have a cleaner interface, less text and distraction to make a decision. Hypothesis: https://iuzeit.com/product/vitamins/garden-of-life-mykind-organics-b-12-organic- spray Page:
  • 67. Improve the decision experience on the below three pages: - https://www.givingmail.com/products/fundraising-packages/single-page - https://www.givingmail.com/products/direct-mail-fundraising-packages - https://www.givingmail.com/products 67 Observation: Hypothesis: https://www.givingmail.com/ Page:
  • 69. High drop off rate 69 Observation: Describe the hypothesis that should be tested. Hypothesis: URL: https://www.posbosshq.com/plans https://app.posbosshq.com/users/sign_up Page:
  • 71. When in the payment page, the user is not aware of all the steps they need to take to complete a purchase without scrolling down the page. There are just three simple steps. 71 Observation: IF we show progress bar at the top of the page for the 3 Steps.THEN the user will understand there are 3 simple steps towards completion, and be more inclined to continue. A streamlined progress bar will help minimize cart abandonment rate. Measurement: Conv Rate, Continue to Next Step, Cart Abandonment Hypothesis: https://www.microsoft.com/en-us/ Page:
  • 72. When selecting a payment option it shows an unfriendly drop down with text options for ‘Credit Card or Debit Card’, ‘PayPal’ or ‘Citizens Pay’. It is not appealing and shows no trusted logos. 72 Observation: IF we show a more user-friendly solution that has easily identifiable options payment logos THEN people will be more inclined to make a purchase, as it will be a more trusted experience. Measurement: Conv Rate, Continue to Next Step, Cart Abandonment. Hypothesis: https://www.microsoft.com/en-us/ Page:
  • 73. When selecting a payment option it does not explain what ‘Citizen’s Pay’ is. 73 Observation: IF we describe the Citizen’s Pay as a staggered payment option THEN people will be more inclined to make a purchase, as they will have more affordable purchase options (i.e. pay over 12 months). Measurement: Conv Rate, Continue to Next Step, Cart Abandonment. Hypothesis: https://www.microsoft.com/en-us/ Page:
  • 75. While exploring the support page on Stripe.com, we noticed the vast majority of support topics were text only and did not include visual support (images, video, animations) to help the user answer their question or complete a task. 75 Observation: IF we provide visuals for the support topics via images, video, or animation.THEN the user will be able quickly solve the issue they came to support to resolve. Measurement: Bounce rate, Exit the support subdomain Hypothesis: URL: https://support.stripe.com/topics/account Page:
  • 76. When trying to find a way to connect with a live person, we found there aren’t any available options to to connect with via email, chat, or phone. The only support offered was FAQ’s unless the user was logged in (Note: We weren’t able to verify if there was live support once logged in) 76 Observation: IF present the user an option to schedule a time to speak with a live person once we identity that the user is stuck and not able to move forward THEN we can provide that individual the support they need, without overwhelming the business with too many users being able to schedule calls for simple questions and requests that can be answered in the FAQs. Hypothesis: URL: https://support.stripe.com/topics/accountURL Page:
  • 78. Remember! The division of the "user experience" into these 8 individual experiences offers us a framework and a guideline for a systematic search for opportunities for improvement. It structures our work and helps us to observe, to analyze and to ideate systematically. 78
  • 79. ● These 8 experiences are frameworks for generation of ideas ● Not all of them are going to be equally important ● Understand what works and doesn’t work for your visitors through the lens of these 8 experiences 79
  • 80. 80 A Prioritization Framework for a Smart Optimization Roadmap
  • 81. 81
  • 82. 82 Happy to take your questions!
  • 83. 83 Thank you! We hope to see you soon again! jan.marks@vwo.com david.otero@makingscience.com

Editor's Notes

  1. - Boring web design, pop ups, small print, too much text, Busy layout - develope a distinct visual identity - If the loading speed goes from 2 to 3 seconds, the difference of just one second leads to the bounce rate probability to reach a dangerous 90% - The CTA button triggers the instinct to perform the desired action thus it should be colored so that it contrasts with the overall design of the webpage. - Display niche specific trust badges like safe payment gateways, data privacy, product reviews, quality assurance etc
  2. Where2eat.com
  3. https://www.fiftythree.com/ captures all the features and benefits for its Pencil Stylus throughout this standalone product page. These features and benefits are accompanied by images to illustrate the product in action so the user has an easier time visualizing them and how they can apply the product. The layout and visual treatment of the product's anatomy section are also very unique and act as a dynamic way to lead users to read more about the product, as opposed to static sections one after another.
  4. They changed the text copy above the input fields, which led to an increase in form submission by 69%.
  5. One product that looks like a bundle of wood and then pots of paint? This is frustrating to users and it’s purely down to lazy keywording and bad design.
  6. Finding the perfect home is all about being able to conveniently research exactly what you’re looking for, save and store what you like, and make it easy to find it all later on. Zillow hits the nail on the head for all three of these points with its intuitive real estate site. The search area within the hero area makes it easy for new users to quickly select and search listings without having to look for some hidden search page.
  7. The University of Advancing Technology
  8. Great things don’t have to be complicated. VERK shows us just how powerful keeping things to the point can be – the clean lines and white space on each screen gives users nothing to get distracted or confused by.
  9. This page gives the impression that every item is on sale When everything is on sale, your customers realize that nothing really is and you’ll lose credibility.
  10. Booking.com is good at triggering a sense of urgency amongst its visitors: it indicates how many times a given hotel was booked in a 12 or 24-hour period. On top of that, Booking.com uses messaging to enhance this sense of urgency such as: “Don’t Miss This” or “In High Demand!” The Review score on top further convinces people to move forward in the purchase cycle
  11. At Grainger the long list of password requirements will force many users into using a password they won’t remember later — which will result in some later abandoning the checkout when they can’t sign in.
  12. Nike- Allowing guest checkout makes checkouts swift
  13. By removing distractions, they improved cart abandonment rate by 25%.
  14. At Wayfair, month names are difficult to translate from the numeric representation on the physical card, and the year should be 2 digits.
  15. Click up’s payment page https://clickup.com/ trust sign, multiple payment options and clean design layout
  16. Introduce the topic + handover the session to David from Making Science