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Happy Product PagesJordi Rosell
Ecommerce Consultant and Digital Analyst
#happycustomers @jrosellelnostreraco.com/blog
Make Customers Happy
#happycustomers @jrosellelnostreraco.com/blog
What you do is important
#happycustomers @jrosellelnostreraco.com/blog
Reward
Effort
Signal
My buying online frustration
#happycustomers @jrosellelnostreraco.com/blog
Less effort make me happy
#happycustomers @jrosellelnostreraco.com/blog
“May the Force be with you”
#happycustomers @jrosellelnostreraco.com/blog
UX research
#happycustomers @jrosellelnostreraco.com/blog
Interviews,feedback &focus groups
Clickstream analysis & a/b testing
Email & onsite surveys
Observation &user testing
What people do
What people say
How many & how much
Why & How
What they do, not happiness
#happycustomers @jrosellelnostreraco.com/blog
Original design RedesignTask 1 12 sec. 6 sec.Task 2 75 sec. 15 sec.Task 3 9 sec. 8 sec.Task 4 140 sec. 40 sec.Satisfaction score 44.75 74.50
What they say, not happiness
#happycustomers @jrosellelnostreraco.com/blog
Happiness
#happycustomers @jrosellelnostreraco.com/blog
Emotion = Experience - Expectation
Emotions
Frustration
Delight
Concesion
Contentment
Cost higher than expected
Benefit higher than expected
Benefit lower than expected
Cost lower than expected
+Competent
+Gratitude
Respect your customer
Simplicity Contrast Speed Context#happycustomers @jrosellelnostreraco.com/blog
SimplicityTime, ability to think & money required shouldn't be greaterthan benefits expected at moment the user is on product page
Simplicity Contrast Speed#happycustomers @jrosellelnostreraco.com/blog
SimplicityHow? Fewer fields & match mental model
Simplicity Contrast Speed#happycustomers @jrosellelnostreraco.com/blog
ContrastPerceive, understand & operate
Simplicity Contrast Speed#happycustomers @jrosellelnostreraco.com/blog
ContrastHow? Color contrast for better accesibility
Simplicity Contrast Speed#happycustomers @jrosellelnostreraco.com/blog
Page speedYour product pages should load between 0.10s & 3s
Simplicity Contrast Speed#happycustomers @jrosellelnostreraco.com/blog
Page speedHow? Test your site and make it faster
Simplicity Contrast Speed#happycustomers @jrosellelnostreraco.com/blog
Reward your customer
Surprise Anticipation Recognise#happycustomers @jrosellelnostreraco.com/blog
Surprise Anticipation Recognise#happycustomers @jrosellelnostreraco.com/blog
Our brains like to hunt unexpected or unknown information
Surprise
Surprise Anticipation Recognise#happycustomers @jrosellelnostreraco.com/blog
What benefit I precive i will get from it?
Anticipation
Surprise Anticipation Recognise#happycustomers @jrosellelnostreraco.com/blog
Self-actualization, esteem, belonging, love, guarantees
Recognise
NPS as ”Happiness” measure
#happycustomers @jrosellelnostreraco.com/blog
How likely is it that you could recommend [X] to a friend or colleague?
“Very likely” recommend minus “Unlikely” to recommend percentages is called the Net Promoter Score (NPS)
#happycustomers @jrosellelnostreraco.com/blog
Reward
Effort
Signal Simplicity ContrastSpeed
Surprise
AnticipationRecognise
Light side
#happycustomers @jrosellelnostreraco.com/blog
Fear, pain, social rejection
Dark side, your choice
“May the Force be with you”
#happycustomers @jrosellelnostreraco.com/blog
Thank you!Reference:@bjfogg@asterixofficiel@starwars@nngroup@webaim@LoadImpact@natzir9and many others
Jordi RosellEcommerce Consultant and Digital Analyst
Digital Analytics and Ecommerce optimization
#happycustomers @jrosellelnostreraco.com/blog
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