Putting the Customer First - with Conversion Rate Optimization. Learn all about how the ideology of "putting the customer first" is actually put into practise with biometrics and conversion rate optimization. Marcus will walk you through some big brand case studies to learn what they have done to dramatically improve online performance, and how you can apply these methods for your own brand.

1. Marcus Cooke
DIRECTOR OF TECHNOLOGY,
SPACE BETWEEN
LOS ANGELES, CA ~ JUNE 12 - 13, 2019 | DIGIMARCONWEST.COM
#DigiMarConWest
Conversion Rate
Optimization Master Class
MASTERCLASS

2. REPORTHANDCRAFTEDBY
SpaceBetween.co.uk
hello@spacebetween.co.uk
01233 800 991
CUSTOMER FIRST
PUTTING THE
How to understand your customers better online

3. MARCUS COOKE
DIRECTOR AT SPACE BETWEEN
@Space__Between

4. ABOUT ME
FROM LIVE LOVE

5. Meaning?
I specialise in making
visitors to a website
more likely to complete
a transaction
(2,400% more in 2018)
ABOUT ME
eCommerce Consultant
Biometrics & UX | CRO | UI

6. We Are
BIOMETRICS & UX | CRO | UI
Consultants

7. CASE STUDIES - SOME OF OUR USA CLIENTS

8. THE PROCESS
● Who are your users?
● What do they want?
● What problems do they encounter?
● How can we fix those problems?
● Did our fixes work? Are the customers happier?

9. DEFINING YOUR DIGITAL CUSTOMER
Mens’ High Street Fashion
50 Stores
Business started 10 years ago
$80 million revenue

10. DEFINING YOUR DIGITAL CUSTOMER
Male
Single young professional

11. DEFINING YOUR DIGITAL CUSTOMER
Loyal customer New to the high-end
fashion
Women shopping for a partner New to your brand but not the
market
Mothers buying for son

12. DEFINING YOUR DIGITAL CUSTOMER
B2C B2BDEMOGRAPHICS
PSYCHOGRAPHIC
BEHAVIOURAL
FIRMOGRAPHIC
TECHNOGRAPHIC

13. DIGITAL USERS - WHAT DO THEY WANT
What is their problem?
Motivation
Questions
State of mind
Touchpoints

14. And find the problems getting in their wayDefine your users needs...

15. HOW TO FIND THE
PROBLEMS

16. RESEARCH METHODS
QUALITATIVE
PEOPLE TALKING
SURVEYS / QUESTIONNAIRES
OPINIONS
QUANTITATIVE
NUMBERS
HARD DATA
GRAPHS

17. QUALITATIVE
USER RESEARCH

18. QUALITATIVE | 121 MODERATED USER RESEARCH
1 to 1 Moderated User
Research

19. QUALITATIVE | 121 MODERATED USER RESEARCH
Recruit Representative Users

20. QUALITATIVE | 121 MODERATED USER RESEARCH

21. QUALITATIVE | 121 MODERATED USER RESEARCH
Give them representative
tasks to perform.

22. QUALITATIVE | 121 MODERATED USER RESEARCH

23. QUALITATIVE | 121 MODERATED USER RESEARCH
Shut Up
Let the Users do the Talking.

24. QUALITATIVE | 121 MODERATED USER RESEARCH
Bias
Did you like that jacket?
Do you find this feature frustrating to use?
What do you think about that blue jacket?

25. QUALITATIVE | 121 MODERATED USER RESEARCH
How to not f**k it up
Don’t ask questions that can be answered with a single word
Practice your questions beforehand
Get out your poker face!

26. QUALITATIVE
SURVEYS

27. NPSNET PROMOTER SCORE
SUSSYSTEM USABILITY SCORE
QUALITATIVE | SURVEYS

28. QUALITATIVE / QUANTITATIVE
BIOMETRICS

29. WHY BIOMETRICS - Conscious vs Unconscious Reporting
Conscious
Behaviour
Unconscious
Behaviour
Self Reporting,
focus groups etc
Facial Expressions
Skin Conductance
Eye Tracking
EEG
User Motivation

30. BIOMETRICS HOW WE TEST
Facial Expressions
Eye Tracking
EEG

31. BIOMETRICS | EYE TRACKING

32. BIOMETRICS | EYE TRACKING

33. BIOMETRICS | EYE TRACKING

34. BIOMETRICS | EYE TRACKING

35. BIOMETRICS | EYE TRACKING

36. BIOMETRICS | EYE TRACKING

37. BIOMETRICS | EYE TRACKING

38. BIOMETRICS | EYE VS MOUSE TRACKING

39. BIOMETRICS | GALVANIC SKIN RESPONSE

40. BIOMETRICS | GALVANIC SKIN RESPONSE

41. BIOMETRICS | GALVANIC SKIN RESPONSE

42. BIOMETRICS | FACIAL EXPRESSION ANALYSIS

43. BIOMETRICS | FACIAL EXPRESSION ANALYSIS
Trained AI Model - 7.5 Million Faces in 87 Countries

44. JOY
ANGER
SURPRISE
FEAR
CONTEMPT
SADNESS
DISGUST
BIOMETRICS | FACIAL EXPRESSION ANALYSIS

45. BIOMETRICS | ELECTROENCEPHALOGRAPHY
Detecting Cognitive and Motivational processes.

46. BIOMETRICS | ELECTROENCEPHALOGRAPHY

47. UK CASE STUDY | Waitrose (the UK “Wholefoods”)

48. UK CASE STUDY | Waitrose
Homepage
Cellar
Category page
Product Listing Page (PLP)
Product Description Page (PDP)
Postcode lookup
Postcode result
Register
MyAccount
Your name
Billing Address
Register confirm
GDPR
Summary
Basket
Delivery method
Delivery slot
Upsell
Order review
Payment
SHOPPING
REGISTRATION
SHOPPING
CHECKOUT
PAYMENT
Waitrose
Waitrose

49. https://www.nngroup.com/articles/negativity-bias-ux/
Negativity Bias, is the notion that things of a more
negative nature have a greater effect on one's
psychological state than neutral or positive things.

50. QUANTITATIVE
ANALYTICS

51. QUANTITATIVE | ANALYTICS | FUNNEL DROPOUTS
Identify core customer journeys
Find dropouts at each stage
Will help you prioritise which areas to focus on first
https://conversionxl.com/blog/funnel-analysis/

52. QUANTITATIVE | ANALYTICS | TECHNICAL TRACKING
● Clicking into a field / on an object
● How long it takes to complete a field
● Scroll depth

53. QUANTITATIVE | SESSION RECORDING

54. QUANTITATIVE | MOUSE TRACKING

55. OTHER | WEBSITE ERRORS

56. OTHER | EXPERT AUDIT
● Usability
● Information architecture
● Conversion & User flows
● etc...

57. SHAMELESS PROMOTION
FREE AUDIT
COME FIND OUR BOOTH

58. PRIORITIZING THE
PROBLEMS

59. PRIORITIZING | PROBLEMS
HOMEPAGE CATEGORY PRODUCT CART CHECKOUT PAYMENT

60. PRIORITIZING | WHICH PROBLEMS TO FOCUS ON
CART PAYMENT
● Analytics
● Self Reported
● Facial Recognition
● GSR Peaks
● UX Audit
● Analytics
● Self Reported
● UX Audit
PRODUCT
● Analytics

61. PRIORITIZING | SOURCING IDEAS
BEST PRACTICE
COMPETITOR SOLUTIONS
BUSINESS SUGGESTIONS
USER SUGGESTIONS

62. PRIORITIZING | STRATEGY MAP

63. PRIORITIZING | TACTICS
ADDRESSING QUESTIONS
& CONCERNS
● Add messaging about website
security
● Add delivery information
● Add review / trust information
REDUCING PRESSURE OF
DECISION
● Add messaging about free returns
● Highlight payment methods like
Klarna
SKIPPING UPSELLS
● Remove upsell stage
● Make skip button more prominent

64. PRIORITIZING
HYPOTHESIS

65. PRIORITIZING | HYPOTHESIS GENERATION
Basic - “If I do this, then this will happen”
Better - “If I do this, then this will happen, because of this thing”
“By increasing the primary call to actions contrast then we expect to make more
money because it is easier to distinguish”

66. PRIORITIZING | WHAT METRICS TO USE
“By increasing the primary call to actions contrast then we expect to see a higher
percentage of user interacting with the button because it is easier to distinguish”
Do:
● Use metrics close to the test as the primary KPI
● Make sure your metrics are tied to the business goals

67. PRIORITIZING | HYPOTHESIS | EXAMPLES
“By adding information about the security of the transaction then we
expect to have users complete the transaction because users will feel
safer purchasing with us”
ADDRESSING QUESTIONS & CONCERNS

68. PRIORITIZING | HYPOTHESIS | EXAMPLES
“By making the ‘Buy now & Pay Later’ options more prominent we expect
to that users complete the transaction and choose this option because
users will feel less pressure purchasing with us”
REDUCING PRESSURE OF DECISION

69. PRIORITIZING | HYPOTHESIS | EXAMPLES
“By removing the “Upsell” stage we expect that more users will progress
to the payment stage and convert into purchases because users will
encounter less friction purchasing with us”
SKIPPING UPSELLS

70. PRIORITIZING
Happily running
your CRO
program

71. PRIORITIZING | HIPPO
“highest paid
person's opinion”

72. PRIORITIZING | SHOW ME THE MONEY
Fixing users pain
quicker

73. PRIORITIZING
OKAY BUT HOW?

74. PRIORITIZING | HOW
Confidence
Impact
Ease

75. PRIORITIZING | HOW
Confidence
● Are we sure this is an issue?
● How many data streams have reported
this issue?

76. PRIORITIZING | HOW
Impact
● How much user pain are we solving?
● Is this on a high traffic area of the website?
● What will the return on investment be?

77. PRIORITIZING | HOW
Ease
● How long will this take to design & build?
● Do I need to expend political capital?
● Does the business need to research or invest
further time?

78. PRIORITIZING | FRAMEWORK
● Easy to set up
● Simple to maintain
● Great for new starters
PIE, ICE
SIMPLE COMPLEX
● More objective
● Better for larger teams
● Helps with internal politics
PXL, Custom

79. PRIORITIZING | COMPLEX
Objective
“Multiple people should give a similar answer”
● Does this experiment take place on a page
with more than 100k views per month?
● Are we adding or removing an element?
● Is it above the fold?

80. PRIORITIZING
Confidence Impact Ease Total
Add messaging about
website security
5 2 5 12
Add messaging about
free returns
2 2 5 9
Remove upsell stage 4 4 1 9

81. FIXING THE
PROBLEMS

82. CRO
Conversion
Rate
Optimization
A framework to increase the
likelihood that users will
complete a desired goal

83. CRO | SPLIT TEST
50%CONTROL
50%CHALLENGER

84. QUESTION FOR THE AUDIENCE
@space__between

86. CRO | MULTIVARIATE

87. CRO | MULTIVARIATE
54 elements
1,000+ variations
7% → 18%

88. CRO | EXPERIMENT LOOP
HYPOTHESISANALYSIS
DESIGNLIVE
BUILD
CRO
FLYWHEEL

89. CRO | SUCCESS
WINNING IS EASY

90. CRO | HELP MY EXPERIMENT FAILED
PANIC
● Everything is terrible
● I’m going to lose my job

91. CRO | IT’S OKAY
DON’T PANIC
● Failed experiments are bullets dodged
● Share the results around the business

92. CRO | WHY?
UNDERSTAND
BUSINESS IMPACT

93. CRO | WHY?
INNOVATING ON
USER EXPERIENCE

94. SOME PATTERNS THAT WORK
MOST OF THE TIME

95. LESS FORM FIELDS

96. MORE FORM FIELDS

97. PROGRESSIVE FIELDS

98. REMOVE GIFT CODES

99. USP BAR

100. PERSONALISATION

101. WANT MORE?
https://goodui.org/

102. SUMMARY
Know who your users are
Find out what problems they have
Test your fixes to their problems
Learn and share your results

103. THANK YOU
Come and see us after the talk for a free detailed audit!
@Space__Between