A Product Approach to CRO - Measurefest 2014

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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.

Marketing

A product approach to CRO
CRAIG BRADFORD

Senior Consultant
Craig.bradford@distilled.net
@craigbradford
A product approach to CRO
CRAIG BRADFORD

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
@CraigBradfordCraig Bradford

Analyse the information
you’ve collected to identify
patterns and insights.

What if I press the back button during
checkout?

Tip!
Use reverse goal path for
error analysis
Conversions > Goals > Reverse goal path

Enlist people’s participation to elicit
information relevant to your project

Observe people to discover what they
do rather than what they say they do.

Your customers are liars!
Me!
@CraigBradfordCraig Bradford

Ask customers how they’d open one
of these…

Create simulations to help empathise
with people and to evaluate proposed
designs.

•  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.
@CraigBradfordCraig 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
@CraigBradfordCraig Bradford

Thanks.
Any questions?
CRAIG BRADFORD
Craig.bradford@distilled.net
@craigBradford

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A Product Approach to CRO - Measurefest 2014

1. A product approach to CRO CRAIG BRADFORD

2. Senior Consultant Craig.bradford@distilled.net @craigbradford A product approach to CRO CRAIG BRADFORD

3. Product Design

6. 80% of the success of CRO is down to the discovery phase.

7. 80% of the success of CRO is down to the discovery phase. (I made that up)

8. Hint – Product designers are really good at this part!

10. A Discovery Framework @CraigBradfordCraig Bradford

11. Analyse the information you’ve collected to identify patterns and insights.

12. Error Analysis

13.

14. The Distilled air conditioning

15. What if…

16. I use my email instead of my username?

17. What if I press the back button during checkout?

18. What if I need a refund?

19. Tip! Use reverse goal path for error analysis Conversions > Goals > Reverse goal path

20.

21. Of the top 10 conversion paths…

22. 5 included visits to the T+C page

23. 2 Included visits to the FAQ pages

24. What are these people looking for?

25. Enlist people’s participation to elicit information relevant to your project

26. Extreme Interviews

27. 1 - Novices 2 - Experts

28.

29. Ethn.io

30. Observe people to discover what they do rather than what they say they do.

31. Your customers are liars! Me! @CraigBradfordCraig Bradford

32. Ask customers how they’d open one of these…

33. They’ll say they’d use these

34. How they’d actually do it

35. Shadowing

36. Usertesting.com + Ethn.io

37. Fly on the wall

38. Clicktale

39. UXCam for app research

40. Create simulations to help empathise with people and to evaluate proposed designs.

41. Reduced mobiliy

42. Limited dexterity

43. Glaucoma simulation

44. Cataract simulation

45. Use role-play for digital empathy

46. •  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. @CraigBradfordCraig Bradford

47. 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 @CraigBradfordCraig Bradford

48. Thanks. Any questions? CRAIG BRADFORD Craig.bradford@distilled.net @craigBradford