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@guido userlegion.com
Selling online is tough!
11
Average conversion rates
Offline: 20 - 25%
Online: 5 - 15%
@guido userlegion.com
Selling online is tough!
12
Average conversion rates by product category
Source: MarketingSherpa Benchmark 2014
0% 5% 10% 15% 20% 25%
@guido userlegion.com
Selling online is tough!
13
Some shop examples
Source: MarketingSherpa Benchmark 2014
8% - 11%
Average order value: €430,-
@guido userlegion.com
Selling online is tough!
14
Some shop examples
Source: Marketingcharts.com
15.8%
@guido userlegion.com
Selling online is tough!
15
Some shop examples
Source: Marketingcharts.com
http://www.google.nl/imgres?imgurl=http://cdn.bargainez.com/womanwithin/store/600/womanwithin-‐logo&imgrefurl=http://bargainez.com/womanwithin&h=168&w=600&tbnid=Md9NfBl9JPFALM:&zoom=1&docid=uCe3emUjdu4dkM&ei=RVosVZv1IcXXPY6cgbAE&tbm=isch&ved=0CDYQMygCMAI
25.3%
@guido userlegion.com
Selling online is tough!
16
Some shop examples
Source: Marketingcharts.com
40.6%
@guido userlegion.com
What are online users missing out on?
19
Smell
Feedback Commitment
Personalization
@guido userlegion.com
Learnings first
22
Proper hypotheses
Time & resources are limited
Brute force vs smart testing
1
@guido userlegion.com
Optimization Team
24
Create a well balanced team
CM
Web/ Business Analist
Functional Tester
(Frontend) Developer
Content
(UX/UI) Designer Psychologist
@guido userlegion.com
Supporting roles
25
Your team will need support
Team
Marketing
Customer support
(Backend) Development
Traffic (SEO/SEA)
Business Sponsor (shit umbrella)
@guido userlegion.com
Optimize for the journey
26
Not just single elements
3
Experience Ordering
ShippingInspiration Detailed research
Service
@guido userlegion.com
Optimize for the journey
27
Not just single elements
Communicate consistently
Segmentation
Offsite behaviour
@guido userlegion.com
Optimization Workflow
31
Don’t forget:
Share results
Get employees and management involved
@guido userlegion.com
When to test?
33
Competitors
Old/ New Design Sketch
Test Preparation
Prototype
Live site
@guido userlegion.com
What to test?
34
Setting priorities with the PIE Framework
Potential Heuristics Voice of Customer
P
I
Importance Business Traffic
EEase
Development Cost
@guido userlegion.com
What to test?
35
Setting priorities with the PIE Framework
PIE Scoring Example
Idea A Idea B Idea C
Potential .50 .20 .80
Importance .20 1 .50
Ease .40 .80 .20
PIE Score x 100
4 16 8
@guido userlegion.com
What kind of users to include?
37
Test Preparation
Source: nngroup.com
Everyone
@guido userlegion.com
Let the user do the talking
40
Help getting comfortable
Help explaining the case
Help thinking aloud
Other than that: shut up :)
@guido userlegion.com
Review day
41
Lots of ideas > A/B testing
Lots of bugs > fix it
Better estimate A/B test potentials
@guido userlegion.com
Sidenote: Toolbox
42
Project management
Web analytics
BI
A/B testingDevelopment
Raw data
Visualisation
Feedback
UX Testing
@guido userlegion.com
Get customers to return
44
Small next steps to the next micro conversion
1
Almost 50 % of users do not come back if they found it hard to find
relevant information on the web site (Forrester research)
@guido userlegion.com
Sidestep: context matters!
47
Perceptual contrast / framing
Web only
Print only
Web & print
$59
$125
$125
16%
0%
84%
68%
32%Source: Dan Ariely
@guido userlegion.com
Mark visited products
50
or even make it a checklist
Checkmark in button
+ 3,97% CTR
Source: Kieskeurig
@guido userlegion.com
Important off-site factors
55
Weather
Calendar
Stock/ Interest rates
(National) Holidays
Sport events
Competitors