Embed Size (px)
DESCRIPTION
Your website is a product, the purpose of which is to allow your visitors to buy your products or read your information. For that reason Craig wants to show how traditional product design principles can be used to help you design a website that converts more of your visitors into buyers. Craig joined Distilled in 2011 as an SEO consultant but now spends most of his time working with clients on CRO and analytics.
Citation preview
A product approach to CRO
CRAIG BRADFORD
Product Design
80% of the success of CRO is down to the discovery
phase.
80% of the success of CRO is down to the discovery
phase. (I made that up)
Hint – Product designers are really good at this part!
A Discovery Framework
@CraigBradford Craig Bradford
Analyse the information you’ve collected to identify
patterns and insights.
Error Analysis
The Distilled air conditioning
What if…
I use my email instead of my username?
What if I press the back button during checkout?
What if I need a refund?
Tip! Use reverse goal path for
error analysis
Conversions > Goals > Reverse goal path
Of the top 10 conversion paths…
5 included visits to the T+C page
2 Included visits to the FAQ pages
What are these people looking for?
Enlist people’s participation to elicit information relevant to your project
Extreme Interviews
1 - Novices 2 - Experts
Ethn.io
Observe people to discover what they do rather than what they say they do.
Your customers are liars!
Me!
@CraigBradford Craig Bradford
Ask customers how they’d open one of these…
They’ll say they’d use these
How they’d actually do it
Shadowing
Usertesting.com + Ethn.io
Fly on the wall
Clicktale
UXCam for app research
Create simulations to help empathise with people and to evaluate proposed
designs.
Reduced mobiliy
Limited dexterity
Glaucoma simulation
Cataract simulation
Use role-play for digital empathy
• Time: You have six minutes to book a flight to London. GO!
• Money: Find the best product X for under $50.
• Product criteria: Find me a hotel that has a spa and is dog-friendly.
• Technology restrictions: You're on a mobile with a slow edge connection.
@CraigBradford Craig Bradford
Key Takeaways
1. Treat your website like a product 2. Product designers are better at this than us
– steal 3. Download the IDEO design methods app for
inspiration
@CraigBradford Craig Bradford
