making websites work - retail is detail
DESCRIPTION
A User Experience Approach to CRO - Managing Director at Amber Light, Jeremy Swinfen Green approaches the topic from a slightly different angle, taking us through the user experience covering; aligning conversion with UX, business goals, the three legs of the UX stool and how the cookie law affects CRO.TRANSCRIPT
58 Bloomsbury Street
London WC1B 3QT
+44 (0)207 307 7770
www.amber-light.co.uk
Making websites work
(aka Retail is Detail)
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Not just about immediate online conversion
• Describe products for later purchase (wish list)• Drive to the high street• Generate leads for later up-selling
• Get customer feedback or market insight• Support sales
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What to look for
• Three legs of the stool: usability, utility and persuasion add up to the user experience
• Usability• Layout, Forms etc
• Utility• Do people actually want it
• Persuasiveness • Copy, Credibility and Calls to action
Project Name So how can you improve
conversions?
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You have 3 seconds to make an impression…
Make an impression
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What did you see?
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What did you see?
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Project Name Was that more or less effective at
generating donations?
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The triumph of creativity over common sense?
http://www.leoburnett.ca/FLASH/index.htm
Understand your audience and their wants
Show people where they are
And help them move elsewhere if they want to
Offer different ways of choosing
Type
Inspiration
Destination
Don’t give me choice. Make it easy for me to choose.
Have effective search
• THE most important navigational element• Simple search has to work well
– Misspellings– Synonyms– Related items
• Search filters should be offered
• DON’T assume people can spell
Bad search results
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Better search results
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Best search results
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Focus on the product page
• Key elements– Buy button– Price– Benefits and features– Pictures– Visitor rankings– Special offers, free delivery etc– You might also like...
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Image details are important
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JC Decaux research using 200 people
Spot the difference?
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Don’t forget the “buy” button
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Copy is important
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Write for the web
• Reading age of around 8 to 10 (like The Sun)• Lots of paragraphs, bullets, bold, headings• Short sentences and short words (germanic
not latin)• Key words to left of screen if possible• Words are important!
– “Secure checkout” can increase conversion by 20% over “Checkout”
Write for sales
• Have a great headline• Describe benefits not features• Write about “you” not about “us”• Remember why you are writing (selling not
being clever)• Write for the web (sub heads, short sentences,
simple words...)
Slick and intuitive checkouts
• Do keep number of pages to a minimum• Don’t ask for data you don’t need• Do provide links to basket at each stage• Don’t force people to register• Do provide a phone number on each page• Don’t hit them with nasty surprises like
shipping costs at the last minute• Do get an email address early (so you can
mail them if they bail out)
Don’t disturb people when they are paying
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Notice the difference?
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A/B testing has presumably show that a “Carry on shopping?” option is counter productive
Service is important (for repeat purchase)
1. Make receiving it easy– When will it arrive (delivery windows)?– Where will it be left if you are out?
2. Make it easy to justify the buying decision3. Make returning it easy4. Make replacing it easy
Amazon are great at 2, 3 and 4
Great service from Amazon
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And finally...
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How to find out what works• Watch the user
• Web analytics• Social media analysis (low vs high emotion)
• Ask the user• Surveys• Remote and face to face UX testing• Eye-tracking and emotion tracking
• Use UX research to “power” A/B and MVT (A/B testing on its own is not sufficient)
• Use best practice as a starting point• Do something – even if you do it yourself
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The cookie law
• The cookie law will affect conversion optimisation
• You can’t optimise without permission
• You can’t analyse without permission
• It is not sufficient to tell people what you are doing
• Someone had better tell the UK Government!
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Conclusions
• Understand your audience
• Accept that it’s different for every website
• Use your common sense (it’s not rocket science)
• Subordinate SEO to the user experience • Look to the detail
58 Bloomsbury Street
London WC1B 3QT
+44 (0)207 307 7770
www.amber-light.co.uk
Thank you