User Experience and Optimisation, Marketing Institute

1. What, why & how?
A process for online optimisation

2. optimize |ˈäptəәˌmīz|
verb [ with obj. ]
make the best or most
effective use of (a situation,
opportunity, or resource): to
optimize conversions, the
website should be correctly
adjusted.

3. What makes a good website?

4. Q: What are the elements of a
good website?

5. 1. Analytics

6. Source: Google Insights for search

7. Feb 7-13
Mar 7-13
Source: Google Insights for search

8. Feb 7-13
Mar 7-13
Source: Google Insights for search

9. Feb 7-13
Mar 7-13
Source: Google Insights for search

10. Decisions

11. Faith/guesswork

12. Committee

13. HiPPO

14. “
We prefer the discipline of knowledge to
the anarchy of ignorance. We pursue
knowledge the way a pig pursues truffles
David Ogilvy

15. Never in the field of
marketing endeavor has
cause and effect been
more measurable or
actionable

16. The real world looks a
lot like this

17. The problem with data?

18. A better definition?
3
Understanding the impact of your
efforts by analysing outcomes
Understanding your customers’
behaviour better
Continuous improvement
through testing

19. Analytics: Maturity model
Where do you fit?
1. Collecting data & some ad hoc reporting
2. Reporting data regularly
3. Deriving some insights & acting
4. Continuous improvement

20. Every metric should be
3
Simple : I get it
Relevant: that matters
Useful & actionable: let’s fix it

22. 2. Customer insights

23. Behind bounce, conversions and abandonments
rates are real people trying to give you money.
Our job is to figure out why.
For that, we need
empathy

24. Mixed methods
• Mapping the user experience
• Expert evaluation & peer analysis
• User testing
• Ethnographic research
• Surveys

26. Feeling the user’s pain

27. Feeling the user’s pain

31. The best online survey ever?
KissInsights.com

32. What’s important?

33. The idea came from their photographer who had
previously worked in the footwear department at
one of their stores. He just instinctively knew to tip
over the boots because, in the stores, he watched
the customers pick up the boots to look at the
tread. Had he not worked there, the team never
would've thought to tip the boots over.

34. 3. Design

35. Sketching

36. Workshop rules
sketch review decide
• No spectators, only participants.
• Not a meeting – an activity to produce
designs.
• No abstract conversations, make ideas
tangible by sketching them.

37. Create decisions before we make one
Lots
A few
good ones

38. Getting the design right
and the right design

40. How the user experience designer made it...

41. What the sales agent wanted...

42. How the programmer changed it...

43. How the programmer changed it...

44. What marketing asked for...

45. What marketing asked for...

46. Don’t forget to run it by legal...

47. Don’t forget to run it by legal...

48. ..but there are rules

50. 9 rules of form design
1. Ask for as little information as you can
2. If it helps the user to answer a question, explain to them why
you’re asking it
3. Maintain a straight path to completion
4. Align the text according to the rules
5. Label the fields in terms your users understand
6. Offer intelligent defaults and examples where necessary
7. Distinguish between primary and secondary actions
8. Offer the user recovery methods when things go wrong
9. When a form is complete, explain what happens next

51. 4. Testing

52. • What’s wrong
• Why it’s wrong
• Test alternatives

53. What to test
Ad copy
Site content
Email
Radical design change (ab)
Page elements (mvt)

54. "The headline is
the most important
element. It is the
telegram which
decides the reader
whether to read the
copy"

55. What works
or what works best?
“Two for the price of one”
OR
“Buy one get one free”

56. Buy now Add to cart
Buy now Add to cart
Buy now Add to cart
Buy now Add to cart

57. Where to test first
Top entry pages
with high bounce rates. Pages
with good traffic and clear
purpose & conversions
Buy now

58. This layout?

59. Or this layout?

60. Optimizely.com

61. 31% conversion rate
12.5% conversion rate

64. +22% in sales

65. What to test
Expectation - does the
page people land on match
the promise made?

66. What to test
Clarity of page purpose
visual hierarchy, clarity and
purpose of content

67. What to test
Urgency: are we influencing
this?
Buy now only 3 left
Buy now 10% off today

68. What to test: trust

69. What to test
Distractions

73. But what’s the impact?

75. Last Monday at 5:13 PM we
removed CAPTCHA from Sampa.
The result: 9.2% improvement on
our conversion rate!
Marcelo Calbucci
http://marcelo.sampa.com/

76. Remember this one?

78. 8.5% conversion rate

80. 29.3% conversion rate

81. What are you
optimising for?

85. Optimising for mobile

86. Why mobile?
• In the evenings, more searches are done on
mobile versus a desktop i.e. the mobile is
now used instead of the laptop.
• Smartphone penetration around 32%,
expected to double year-on-year
• Mobile-optimised can increase the chances
of an impulsive purchase

87. Another case study
30%+ of the email offers are read on
smartphones (up from 10% last year).
Average order value (AOV) from mobiles are
around 1.5 times that of desktop, yet site is not
optimized for mobile.

89. Approach
• Focus on the right data & outcomes (KPIs)
• Look for insights
• Take action (design) & test
• Measure & repeat