increasing online conversion through persuasive design
DESCRIPTION
...How to help customers get over the conversion hurdleTRANSCRIPT
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Turning clicks into sales
How we help visitors get over the
conversion hurdle...
Joanne Richardson
Senior User Experience Designer
@Joanne84
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What does user experience design mean?
"UX" is the quality of experience a person has when interacting
with a specific design.
"UX design" is the research, planning and verification of a design solution.
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Why invest time in UX?
Confidence in your design - backed up by research
Clarity in direction - guide the solution Continuity of strategy - ensure longevity of the vision and opportunities Customer loyalty - increase brand awareness
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Other industries have been doing it for years...
Building architects
Product designers
Supermarket layouts
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The hurdles people face
Unaware Interested First time customer
Regular use
Passionate use
Awareness Conversion Return visits Brand attachment
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Conversion
How we help visitors get over the conversion hurdle
Unaware Interested First time customer
Regular use
Passionate use
Awareness Conversion Return visits Brand attachment
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What do we mean by conversion?
Not just purchasing online - any action you want people to take
Make a purchase
Newsletter sign up
Tweet an article
Enter a competition
Upload a photo
Post a blog
Get in touch
Like a page on Facebook
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What's stopping them?
Time / effort
Money / price
Physical effort
Uncertainty
Worry
Fear
Out of the norm
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Persuasive design
How to convince a potential customer that you're the one for them
Trick...
or treat?
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1. Credibility & trustFirst impressions count
"When participants in the study rejected a health website as not being trustworthy, 83% of their comments were related to design factors, such as an unfavorable first impression of the look and feel, poor navigation, color, text size and the name of the website."
Susan Weinschenk (2011)
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Would you trust this website?
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How about this one?
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How to win them over
Awards
Customer reviews and testimonials
Member of professional organisation
Professional design and images
Transparency and information - clear returns policy, team page
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2. Signposting
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A-B Tests
A test - 15.2% Conversion Rate
B test - 20.9% Conversion Rate
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3. Create demand
The worry that you're going to miss out
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Threadless
Only 15 left!!! :(Better be quick!
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4. Add constraints - guide visitors
We're easily distracted & set in our ways
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Airport chairs
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Amazon Checkout
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5. Incentiveseverybody loves a freebie
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Pay with a tweet
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Dorothy Perkins - 15% discount
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6. Social proofOther people are doing this then it must be ok
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Amazon - Customers Who Bought This Item Also Bought
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7. Social AcceptanceTo be perceived as good
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Just Giving
Please feel free todonate :)
http://www.justgiving.com/Joanne-Little0
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8. AchievementHuman instinct to want to complete items and achieve a goal
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Reduces spillages by up to 80%
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9. The Goldilocks effect"...and the middle one was just right"
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Basecamp
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New product releases
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10. Remove barrierspeople are inherently lazy
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Tumblr - first use
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Posterous - easy sign up and blogging
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How do we achieve all this?
Investing the time upfront in research
Confidence in project direction
Planning the experience
Most importantly testing the solution continuously
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Want to learn more?
Obviously you could contact Orange Bus...
But here are some other useful online resources:
• UX Matters - http://uxmatters.com/• UX Booth - http://uxbooth.com• Johnny Holland - http://johnnyholland.org/• User Interface Engineering - http://www.uie.com/• Interaction-Design.org - http://www.interaction-design.org/
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Thank you :)