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Increasing online conversions through usability Lisa Halabi Head of User Experience. Oops! A problem has been detected. Please shut down and restart your HELICOPTER and check all newly install hardware or software. Agenda – the user journey. Go to store. Find products & make decisions. - PowerPoint PPT Presentation
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Increasing online conversions through usability
Lisa HalabiHead of User Experience
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Oops! A problem has been detected.
Please shut down and restart your HELICOPTER and check all newly install hardware or software.
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Agenda – the user journey
Go to store Find products & make decisions
Checkout
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A quick quiz
True or false?
1. It's possible to guess all errors that users will make when filling in a form
2. Good news travels fast. A happy shopper tells around 10 others about their experience
3. Most checkout process adhere to basic usability guidelines
True False
True False
True False
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Video clip
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Video clip
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A quick quiz
True or false?
1. It's possible to guess all errors that users will make when filling in a form
2. Good news travels fast. A happy shopper tells around 10 others about their experience
3. Most checkout process adhere to basic usability guidelines
True False
True False
True False
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Find products & make decisions
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Finding products:
1. Provide intuitive product categories
How to increase online conversions
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Finding products
1. Provide intuitive product categories
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Finding products
1. Provide intuitive product categories
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Finding products:
1. Provide intuitive product categories
2. Provide options for refining product listings
How to increase online conversions
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Filter
Sort Items per page
Finding products
2. Provide options for refining product listings
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Finding products:
1. Provide intuitive product categories
2. Provide options for refining product listings
3. Link to other products
How to increase online conversions
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Finding products
3. Link to other products
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Finding products
3. Link to other products
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Finding products:
1. Provide intuitive product categories
2. Provide options for refining product listings
3. Link to other products
Making decisions:
4. User generated reviews
How to increase online conversions
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Making decisions
4. User generated reviews
Forrester Customer Experience Survey Q3 2007
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Making decisions
4. User generated reviews
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Making decisions
4. User generated reviews
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Embrace user generated reviews
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Finding products:
1. Provide intuitive product categories
2. Provide options for refining product listings
3. Link to other products
Making decisions:
4. User generated reviews
5. Show what others are doing
How to increase online conversions
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Making decisions
5. Show what others are doing
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Making decisions
5. Show what others are doing
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Finding products:
1. Provide intuitive product categories
2. Provide options for refining product listings
3. Link to other products
Making decisions:
4. User generated reviews
5. Show what others are doing
6. Show scarcity
How to increase online conversions
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Making decisions
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Making decisions
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Making decisions
6. Show scarcity
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Making decisions
6. Show scarcity
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Checkout
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Finding products:
1. Provide intuitive product categories
2. Provide options for refining product listings
3. Link to other products
Making decisions:
4. User generated reviews
5. Show what others are doing
6. Show scarcity
Checkout:
7. Let users know what information they’ll need
How to increase online conversions
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7. Let users know what information they’ll need
Crafting the perfect checkout
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Finding products:
1. Provide intuitive product categories
2. Provide options for refining product listings
3. Link to other products
Making decisions:
4. Persuade with pictures
5. User generated reviews
6. Show what others are doing
7. Show scarcity
Checkout:
7. Let users know what information they’ll need
8. Ask for the bare minimum
How to increase online conversions
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8. Ask for the bare minimum
Crafting the perfect checkout
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Conversion rate
Info
rmati
on
req
uest
ed
8. Ask for the bare minimum
Crafting the perfect checkout
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Invest in improving the customer experience
Typical scenario:
• £60 million annual revenue
• £5 million advertising – driving people to the website
• £20,000 improving the user experience on the website
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