Increasing online conversion through persuasive design
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...How to help customers get over the conversion hurdle
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Increasing online conversion through persuasive design
- 1. Turning clicks into sales How we help visitors get over the conversion hurdle... Joanne Richardson Senior User Experience Designer @Joanne84
- 2. 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.
- 3. 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
- 4. Other industries have been doing it for years... Building architects Product designers Supermarket layouts
- 5. The hurdles people face Awareness Conversion Return visits Brand attachment Unaware Interested First time Regular Passionate customer use use
- 6. Conversion Awareness Conversion Return visits Brand attachment Unaware Interested First time Regular Passionate customer use use How we help visitors get over the conversion hurdle
- 7. What do we mean by conversion? Not just purchasing online - any action you want people to take Make a purchase Upload a photo Newsletter sign up Post a blog Tweet an article Get in touch Enter a competition Like a page on Facebook
- 8. What's stopping them? Time / effort Uncertainty Money / price Worry Physical effort Fear Out of the norm
- 9. Persuasive design Trick... or treat? How to convince a potential customer that you're the one for them
- 10. 1. Credibility & trust First 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)
- 11. Would you trust this website?
- 12. How about this one?
- 13. 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
- 14. 2. Signposting
- 15. A-B Tests A test - 15.2% Conversion Rate B test - 20.9% Conversion Rate
- 16. 3. Create demand The worry that you're going to miss out
- 17. Threadless Only 15 left!!! :( Better be quick!
- 18. 4. Add constraints - guide visitors We're easily distracted & set in our ways
- 19. Airport chairs
- 20. Amazon Checkout
- 21. 5. Incentives everybody loves a freebie
- 22. Pay with a tweet
- 23. Dorothy Perkins - 15% discount
- 24. 6. Social proof Other people are doing this then it must be ok
- 25. Amazon - Customers Who Bought This Item Also Bought
- 26. 7. Social Acceptance To be perceived as good
- 27. Just Giving Please feel free to donate :) http:// www.justgiving.com/ Joanne-Little0
- 28. 8. Achievement Human instinct to want to complete items and achieve a goal
- 29. Reduces spillages by up to 80%
- 30. 9. The Goldilocks effect "...and the middle one was just right"
- 31. Basecamp
- 33. 10. Remove barriers people are inherently lazy
- 34. Tumblr - first use
- 35. Posterous - easy sign up and blogging
- 36. 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
- 37. 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/
- 38. Thank you :)