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Start with the
customer and
work backwardsGareth Dunlop
28.9.2017
HelloI’m Gareth Dunlop
@dunlop71
@fathom_ux
#TTLPresents
1.
Briefly about
Fathom
performance
through
insight
We work with large, complex,
enterprise organisations…
…and ambitious retailers, to help
them drive sales online
2.
What do the world’s
most successful
websites do?
THEY START
WITH THE USER
AND WORK
BACKWARDS
Jeff Bezos invested 100 times more into
customer experience than advertising during
the first year of Amazon.
Performance through insight
Focus on the user and all else will follow. From its inception,
Google has focused on providing the best user experience
possible. While many companies claim to put their customers
first, few are able to resist the temptation to make small
sacrifices to increase shareholder value. Google has
steadfastly refused to make any change that does not offer a
benefit to the users who come to the site. By always placing the
interests of the user first, Google has built the most loyal
audience on the web. And that growth has come not through
TV ad campaigns, but through word of mouth from one
satisfied user to another.
“Hopefully most of
our users don’t
think about or
notice us. They just
use the service and
get on with their
lives.”
Unique visitorsOctober 2012 to October 2015
Services dataSnapshot as of October 2015
transactions per year
1.73bn# online services
801digital take up
77.9%user satisfaction
88.8%
When compared to their peers, the top 10 companies
leading in customer experience outperformed the S&P
index with close to triple the returns.
3.
Design for
behaviour change
HOW YOUR
USERS FEEL IS
THE BIGGEST
DETERMINANT OF
THEIR
BEHAVIOUR
“We’re moving from
a world orientated
around persuasion
to a world
orientated around
usability.”
4.
Takeaways
1. THE CUSTOMER IS IN
COMPLETE CONTROL OF THE
EXPERIENCE
2. INVEST IN YOUR CUSTOMERS
source Google Analytics
source
https://www.greatmagazines.co.uk/affiliates
source
https://www.marketingsherpa.com/article/chart/co
nversion-rates-retail-categories
3. LACK OF TRUST IS THE SINGLE
BIGGEST CONVERSION KILLER
ON THE WEB
4. DON’T TALK OVER YOUR
CUSTOMERS
5. BELIEVE IN THE DATA
Sliderobes are specialists in fitted sliding wardrobe doors and
storage. They offer customers creative solutions to their storage
problems, with an end-to-end service through design, manufacture
and installation.
Sliderobes
The
customer
is in
complete
control
Invest in
your
customers
Deserve
and earn
your
customers
trust
Don’t talk
over your
customers
Believe
in the
data
1. 2. 3. 4. 5.
ENDS
