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From Conversion to Engagement
FrosmoX16
Krista Jouhtimäki 25.10.2016
Content
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• Why engagement?
• From functional to meaningful
• Trends in interaction design
• Model for designing engaging services
Why engagement?
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• New visitors are both expensive and a limited resource
• 6x more likely to buy with a positive emotional experience
• Self-sustaining model of repeat purchases
• More flexibility in pricing
• Growth through recommendations
UX evolution from functional to meaningful
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MeaningfulPleasurableConvenientUsableReliableFunctional
Trends shaping interaction design
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Data + Mobile
Conversion After conversionBefore conversion
Possible touch points
Touch points
Ability
Trigger
Motivation
Trigger
Dynamic content at the right time for Waze ads
Click-through-rates: -50% Conversion (install) rates: + 865% Boosting App Installs With Real-Time, Data-Driven Creative for Waze
(https://www.thinkwithgoogle.com/case-studies/app-installs-data-driven-marketing-waze.html)
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Ability
Trigger
Motivation
Motivation
Planning Booking ExperiencingDreaming
Motivation
Hope
Fear
Reminiscing
Journey moments
Ability
Trigger
Motivation
Ability
88% of travellers with smartphones would switch to another site or app if yours doesn’t satisfy their needs.
Source: Google/Ipsos Connect, travel playbook omnibus, base: U.S. travelers 18+ who use a smartphone, n=1,304, Apr. 2016.
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Conclusion
• Future services adapt and shape around the needs of the
customers
• Is your service present in all touch points in a relevant way?
• Does your service engage visitors on these points of their
journey? If not, what is missing: trigger, motivation or ability?
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