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Increasing online conversions through usability Lisa Halabi Head of User Experience

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.

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Increasing online conversions through usability Lisa Halabi Head of User Experience

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  1. Increasing online conversions through usabilityLisa HalabiHead of User Experience

  2. Oops! A problem has been detected. Please shut down and restart your HELICOPTER and check all newly install hardware or software.

  3. Agenda – the user journey Go to store Find products & make decisions Checkout

  4. A quick quiz True or false? • It's possible to guess all errors that users will make when filling in a form • Good news travels fast. A happy shopper tells around 10 others about their experience • Most checkout process adhere to basic usability guidelines True False True False True False

  5. Video clip

  6. Video clip

  7. A quick quiz True or false? • It's possible to guess all errors that users will make when filling in a form • Good news travels fast. A happy shopper tells around 10 others about their experience • Most checkout process adhere to basic usability guidelines True False True False True False

  8. Find products & make decisions

  9. How to increase online conversions Finding products: • Provide intuitive product categories

  10. Finding products 1. Provide intuitive product categories

  11. Finding products 1. Provide intuitive product categories

  12. How to increase online conversions Finding products: • Provide intuitive product categories • Provide options for refining product listings

  13. Finding products 2. Provide options for refining product listings Filter Sort Items per page

  14. How to increase online conversions Finding products: • Provide intuitive product categories • Provide options for refining product listings • Link to other products

  15. Finding products 3. Link to other products

  16. Finding products 3. Link to other products

  17. How to increase online conversions Finding products: • Provide intuitive product categories • Provide options for refining product listings • Link to other products Making decisions: • User generated reviews

  18. Making decisions 4. User generated reviews Forrester Customer Experience Survey Q3 2007

  19. Making decisions 4. User generated reviews

  20. Making decisions 4. User generated reviews

  21. Embrace user generated reviews

  22. How to increase online conversions Finding products: • Provide intuitive product categories • Provide options for refining product listings • Link to other products Making decisions: • User generated reviews • Show what others are doing

  23. Making decisions 5. Show what others are doing

  24. Making decisions 5. Show what others are doing

  25. How to increase online conversions Finding products: • Provide intuitive product categories • Provide options for refining product listings • Link to other products Making decisions: • User generated reviews • Show what others are doing • Show scarcity

  26. Making decisions

  27. Making decisions For Captain's use only! Sauerkraut

  28. Making decisions 6. Show scarcity

  29. Making decisions 6. Show scarcity

  30. Checkout

  31. How to increase online conversions Finding products: • Provide intuitive product categories • Provide options for refining product listings • Link to other products Making decisions: • User generated reviews • Show what others are doing • Show scarcity Checkout: • Let users know what information they’ll need

  32. Crafting the perfect checkout 7. Let users know what information they’ll need

  33. How to increase online conversions Finding products: • Provide intuitive product categories • Provide options for refining product listings • Link to other products Making decisions: • Persuade with pictures • User generated reviews • Show what others are doing • Show scarcity Checkout: • Let users know what information they’ll need • Ask for the bare minimum

  34. Crafting the perfect checkout 8. Ask for the bare minimum

  35. Crafting the perfect checkout 8. Ask for the bare minimum Information requested Conversion rate

  36. 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

  37. Thank youlisa@webcredible.co.uk

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