...How to help customers get over the conversion hurdle

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

32. New product releases

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 :)