![Page 1: Increasing online conversions through usability Lisa Halabi Head of User Experience](https://reader035.vdocuments.site/reader035/viewer/2022062321/56813139550346895d97ae9b/html5/thumbnails/1.jpg)
Increasing online conversions through usability
Lisa HalabiHead of User Experience
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Page 2 of 44Project: XYZ0001
Oops! A problem has been detected.
Please shut down and restart your HELICOPTER and check all newly install hardware or software.
![Page 3: Increasing online conversions through usability Lisa Halabi Head of User Experience](https://reader035.vdocuments.site/reader035/viewer/2022062321/56813139550346895d97ae9b/html5/thumbnails/3.jpg)
Page 3 of 44Project: XYZ0001
Agenda – the user journey
Go to store Find products & make decisions
Checkout
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Page 4 of 44Project: XYZ0001
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
![Page 5: Increasing online conversions through usability Lisa Halabi Head of User Experience](https://reader035.vdocuments.site/reader035/viewer/2022062321/56813139550346895d97ae9b/html5/thumbnails/5.jpg)
Page 5 of 44Project: XYZ0001
Video clip
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Page 6 of 44Project: XYZ0001
Video clip
![Page 7: Increasing online conversions through usability Lisa Halabi Head of User Experience](https://reader035.vdocuments.site/reader035/viewer/2022062321/56813139550346895d97ae9b/html5/thumbnails/7.jpg)
Page 7 of 44Project: XYZ0001
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
![Page 8: Increasing online conversions through usability Lisa Halabi Head of User Experience](https://reader035.vdocuments.site/reader035/viewer/2022062321/56813139550346895d97ae9b/html5/thumbnails/8.jpg)
Page 8 of 44Project: XYZ0001
Find products & make decisions
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Page 9 of 44Project: XYZ0001
Finding products:
1. Provide intuitive product categories
How to increase online conversions
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Page 10 of 44Project: XYZ0001
Finding products
1. Provide intuitive product categories
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Page 11 of 44Project: XYZ0001
Finding products
1. Provide intuitive product categories
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Page 12 of 44Project: XYZ0001
Finding products:
1. Provide intuitive product categories
2. Provide options for refining product listings
How to increase online conversions
![Page 13: Increasing online conversions through usability Lisa Halabi Head of User Experience](https://reader035.vdocuments.site/reader035/viewer/2022062321/56813139550346895d97ae9b/html5/thumbnails/13.jpg)
Page 13 of 44Project: XYZ0001
Filter
Sort Items per page
Finding products
2. Provide options for refining product listings
![Page 14: Increasing online conversions through usability Lisa Halabi Head of User Experience](https://reader035.vdocuments.site/reader035/viewer/2022062321/56813139550346895d97ae9b/html5/thumbnails/14.jpg)
Page 14 of 44Project: XYZ0001
Finding products:
1. Provide intuitive product categories
2. Provide options for refining product listings
3. Link to other products
How to increase online conversions
![Page 15: Increasing online conversions through usability Lisa Halabi Head of User Experience](https://reader035.vdocuments.site/reader035/viewer/2022062321/56813139550346895d97ae9b/html5/thumbnails/15.jpg)
Page 15 of 44Project: XYZ0001
Finding products
3. Link to other products
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Page 16 of 44Project: XYZ0001
Finding products
3. Link to other products
![Page 17: Increasing online conversions through usability Lisa Halabi Head of User Experience](https://reader035.vdocuments.site/reader035/viewer/2022062321/56813139550346895d97ae9b/html5/thumbnails/17.jpg)
Page 17 of 44Project: XYZ0001
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
![Page 18: Increasing online conversions through usability Lisa Halabi Head of User Experience](https://reader035.vdocuments.site/reader035/viewer/2022062321/56813139550346895d97ae9b/html5/thumbnails/18.jpg)
Page 18 of 44Project: XYZ0001
Making decisions
4. User generated reviews
Forrester Customer Experience Survey Q3 2007
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Page 19 of 44Project: XYZ0001
Making decisions
4. User generated reviews
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Page 20 of 44Project: XYZ0001
Making decisions
4. User generated reviews
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Page 21 of 44Project: XYZ0001
Embrace user generated reviews
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Page 22 of 44Project: XYZ0001
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
![Page 23: Increasing online conversions through usability Lisa Halabi Head of User Experience](https://reader035.vdocuments.site/reader035/viewer/2022062321/56813139550346895d97ae9b/html5/thumbnails/23.jpg)
Page 23 of 44Project: XYZ0001
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Page 24 of 44Project: XYZ0001
Making decisions
5. Show what others are doing
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Page 25 of 44Project: XYZ0001
Making decisions
5. Show what others are doing
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Page 26 of 44Project: XYZ0001
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
![Page 27: Increasing online conversions through usability Lisa Halabi Head of User Experience](https://reader035.vdocuments.site/reader035/viewer/2022062321/56813139550346895d97ae9b/html5/thumbnails/27.jpg)
Page 27 of 44Project: XYZ0001
Making decisions
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Page 28 of 44Project: XYZ0001
Making decisions
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Page 29 of 44Project: XYZ0001
Making decisions
6. Show scarcity
![Page 30: Increasing online conversions through usability Lisa Halabi Head of User Experience](https://reader035.vdocuments.site/reader035/viewer/2022062321/56813139550346895d97ae9b/html5/thumbnails/30.jpg)
Page 30 of 44Project: XYZ0001
Making decisions
6. Show scarcity
![Page 31: Increasing online conversions through usability Lisa Halabi Head of User Experience](https://reader035.vdocuments.site/reader035/viewer/2022062321/56813139550346895d97ae9b/html5/thumbnails/31.jpg)
Page 31 of 44Project: XYZ0001
Checkout
![Page 32: Increasing online conversions through usability Lisa Halabi Head of User Experience](https://reader035.vdocuments.site/reader035/viewer/2022062321/56813139550346895d97ae9b/html5/thumbnails/32.jpg)
Page 32 of 44Project: XYZ0001
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
![Page 33: Increasing online conversions through usability Lisa Halabi Head of User Experience](https://reader035.vdocuments.site/reader035/viewer/2022062321/56813139550346895d97ae9b/html5/thumbnails/33.jpg)
Page 33 of 44Project: XYZ0001
7. Let users know what information they’ll need
Crafting the perfect checkout
![Page 34: Increasing online conversions through usability Lisa Halabi Head of User Experience](https://reader035.vdocuments.site/reader035/viewer/2022062321/56813139550346895d97ae9b/html5/thumbnails/34.jpg)
Page 34 of 44Project: XYZ0001
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
![Page 35: Increasing online conversions through usability Lisa Halabi Head of User Experience](https://reader035.vdocuments.site/reader035/viewer/2022062321/56813139550346895d97ae9b/html5/thumbnails/35.jpg)
Page 35 of 44Project: XYZ0001
8. Ask for the bare minimum
Crafting the perfect checkout
![Page 36: Increasing online conversions through usability Lisa Halabi Head of User Experience](https://reader035.vdocuments.site/reader035/viewer/2022062321/56813139550346895d97ae9b/html5/thumbnails/36.jpg)
Page 36 of 44Project: XYZ0001
Conversion rate
Info
rmati
on
req
uest
ed
8. Ask for the bare minimum
Crafting the perfect checkout
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Page 37 of 44Project: XYZ0001
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
![Page 39: Increasing online conversions through usability Lisa Halabi Head of User Experience](https://reader035.vdocuments.site/reader035/viewer/2022062321/56813139550346895d97ae9b/html5/thumbnails/39.jpg)
Page 39 of 44Project: XYZ0001