Google Confidential and Proprietary 1

Buyer-Centric Web Strategies

August, 2010

Delighting the user

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“Focus on the user and all else will follow”

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Delight users.

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Delight has many forms

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Turning anxiety in to delight

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ANXIETY EFFORTLESS RESOLUTION

DELIGHT!

Turning anxiety in to delight

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= Anxiety

Turning anxiety in to delight

Google Confidential and Proprietary

Online it’s a level playing field, customers hold the cards

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Source: http://www.cashedge.com/pressRoom/news_070104_bst.html

“The expectation of today’s savvy online user is that it should be easy, it should be convenient and it should be better than a face-to-face experience; that’s what we’ve strived for.”

Catherine Palmieri, Managing Director, Citibank.com

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Focusing on Auto-Buyers Anxiety •  How do they feel during the buying process? •  Are they delighted with their online experience?

Google Confidential and Proprietary

The lead up to the purchase was typically exciting

30-45 year old Males

30-45 year old Females

“I knew instantly as soon as I saw my car… It was that happy feeling… I knew it was the right

one.” Male, 30-45

Google Confidential and Proprietary

But it was also confusing and stressful…

35-45 year old Females

25-35 year old Females

40-55 Luxury Car

Buyers

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Buyers get frustrated…

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Focus, caution & research eased their anxieties

35-45 year old Females 30-45 year old Males

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Put yourself in the buyer’s shoes

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Main Anxiety is Safety

Mothers want information on safety ratings

Google Confidential and Proprietary

Where do they go to get this information?

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3rd Party websites where they can compare your model against others.

You have lost them, they’ve left your shop!

Google Confidential and Proprietary

Another example, finding out what other buyers think – The growth in user forums

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Buyers rely on user reviews

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Delight fades •  Online expectations are evolving fast

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A good example, booking flights online

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This no longer passes muster

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Honda UK have done a good job

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Innovate to stay ahead

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OK, so we’re not exactly delighting our users.

But is it really so bad?

After all, the product is the main thing.

Our website is only one of several channels we use…

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The price of failing to delight

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Make it easy… …light their way

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Users, Users, Users.

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Practical Recommendations •  First steps to putting the Buyer first

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First principles

Know your users and simplify the web

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Audit your site and measure its performance

Website optimiser Web analytics

Conduct usability labs

Ask Friends Family to test and critique your site

Hire a UX Expert They can get you 80% of the way

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User Anxiety = Golden Opportunity

•  Look for points of anxiety

•  Pick one to fix now and fix it completely

•  If possible, find solutions that are effortless, personal, clever, superior

•  Measure ROI through word of mouth as well as leads: net promoter score, online chatter, surveys

•  Remember that delight fades away: listen, learn, test, measure, delight again

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“Focus on the user and all else will follow”

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Thank You!

August, 2010

Q&A