CRO: The science of UX
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Find out how to develop a balance between UX design and business objectives to ultimately create websites that are a pleasure to use but are also profitable. From in-depth user research to persuasion and psychology, PRWD's Senior UX Designer Phil and Senior Optimisation Strategist Emma provide insight into their successful methodology with real life case studies and actionable takeaways to help you optimise your design processes.
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CRO: The science of UX
- 1. CRO: The science of UX Refreshments courtesy of WIFI: SpacePortX SpacePortX @RealUXMCR
- 2. CRO The Science of UX #UXManchester@RealUXMCR
- 3. Hello! At PRWD Emma leads multiple ongoing optimisation programmes for enterprise level clients, including Wilko & Bensons for Beds. Phil Williams Senior UX Designer Leading the Design and Development team at PRWD, Phil challenges you to think differently running creative workshops and collaborative sketching sessions to achieve user and business goals. Emma Travis Senior Optimisation Strategist @emma_travo@philwilldesign #UXManchester@RealUXMCR
- 5. Conversion Rate Optimization (CRO) is a system for increasing the percentage of visitors to a website that convert into customers, or more generally, take any desired action on a webpage. It is commonly referred to as CRO #UXManchester@RealUXMCR
- 6. Yeah but… WTF IS CRO #UXManchester@RealUXMCR
- 7. Well, most people think it’s like this simple A/B Test… Which test won? A B #UXManchester@RealUXMCR
- 8. Well, most people think it’s like this simple A/B Test… Which test won? A B #UXManchester@RealUXMCR +10% Conversion Rate
- 9. Welcome to the world of CRO #UXManchester@RealUXMCR
- 10. “The intellectual and practical activity encompassing the systematic study of the structure and behaviour of the physical and natural world through observation and experimentation” #UXManchester@RealUXMCR
- 12. PRWD’s Optimisation Growth Methodology™ LEARNING TESTING BUSINESS INSIGHT H EURISTICEVALUATIONDATAANALYSIS TECHNICAL A U D IT USERRESEARCHDESIGN&USEREXPERIEN C COPY&PERSUASIONPSYCHOLOGY DATA SCIEN C E PERSONALISATION #UXManchester@RealUXMCR
- 13. PRWD’s Optimisation Growth Methodology™ LEARNING TESTING BUSINESS INSIGHT H EURISTICEVALUATIONDATAANALYSIS TECHNICAL A U D IT USERRESEARCHDESIGN&USEREXPERIEN C COPY&PERSUASIONPSYCHOLOGY DATA SCIEN C E PERSONALISATION #UXManchester@RealUXMCR
- 14. PRWD’s Optimisation Growth Methodology™ LEARNING TESTING BUSINESS INSIGHT H EURISTICEVALUATIONDATAANALYSIS TECHNICAL A U D IT USERRESEARCHDESIGN&USEREXPERIEN C COPY&PERSUASIONPSYCHOLOGY DATA SCIEN C E PERSONALISATION #UXManchester@RealUXMCR
- 15. THE ‘U’ IN UX #UXManchester@RealUXMCR
- 16. ‘UX’ in the traditional sense is all about ‘can do’... #UXManchester@RealUXMCR
- 17. And rightly so, it’s integral to get the fundamentals right… #UXManchester@RealUXMCR
- 18. However, designing for ‘can do’ is only half of the story. #UXManchester@RealUXMCR
- 19. “UX doesn’t happen on the screen, it happens in the mind.” John Whalen, Brilliant Experience #UXManchester@RealUXMCR
- 22. So, we should just ask them, right? #UXManchester@RealUXMCR
- 23. “We are more like Homer Simpson than Superman.” Dan Ariely - Predictably Irrational #UXManchester@RealUXMCR
- 24. Even when the judgments of others are obviously wrong, conformity occurs #UXManchester@RealUXMCR
- 25. “The mind is like an iceberg, it floats with one-seventh of its bulk above water.” Sigmund Freud #UXManchester@RealUXMCR
- 27. Quantitative data gives you the ‘what’… #UXManchester@RealUXMCR
- 28. Qualitative research gives you the ‘why’. #UXManchester@RealUXMCR
- 29. This all sounds like a lot of extra work… #UXManchester@RealUXMCR
- 35. Because we saw… We expect that... Will impact… #UXManchester@RealUXMCR
- 36. The Testing Phase Design & User Experience Sketching Workshops 6 UP Sessions Wireframing (Sketch/illustrator) Balsamiq Mockups Rendered Visuals Colour Theory Typography Hierarchy Layout and structure Prototyping #UXManchester@RealUXMCR
- 38. Creative Workshops TOP TIP No. 1 #UXManchester@RealUXMCR
- 40. Divergent & Convergent Thinking #UXManchester@RealUXMCR
- 42. 6 UP Sketching LEADING A SKETCHING WORKSHOP Pros – How radical do people want to be? – What level of risk people will accept? – What constraints can we identify that will be useful – It leads to better test concepts – It’s fun Cons – One of two people dominate or hijack the session – It’s time consuming – It requires skilled leaders #UXManchester@RealUXMCR
- 47. Layout & Structure Which test won? A B #UXManchester@RealUXMCR
- 48. Layout & Structure +11%Product page views Which test won? A B #UXManchester@RealUXMCR
- 52. A Existing Copy B No Copy C Lorem Ipsum #UXManchester@RealUXMCR
- 53. B No Copy C Lorem Ipsum Less Bookings No Difference A Existing Copy #UXManchester@RealUXMCR
- 54. So… Bringing it all together #UXManchester@RealUXMCR
- 57. Objective To increase conversion rate of framed prints #UXManchester@RealUXMCR
- 59. King & McGaw Case Study Ahh I didn’t know they sold frames! Participant No. Three I’m struggling a bit to figure out how to add a frame? Participant No. Seven User Research Quotes #UXManchester@RealUXMCR
- 66. Prototype Remote User Research #UXManchester@RealUXMCR
- 67. Test Results +19% More Frames Purchased which drove AOV up. #UXManchester@RealUXMCR
- 68. Follow up test +35% Default to frame increased by 35% more purchase with frame which drove AOV up. #UXManchester@RealUXMCR
- 69. Everyone’s Happy! Read this article from Nick Boyce, Head of E-Commerce at King & McGaw 5 steps to a better A/B testing process After four years of A/B testing at King & McGaw we’ve found a process that is consistently producing positive results. No magic dust, just planning and hard work. http://bit.ly/2dPjAfR #UXManchester@RealUXMCR
- 71. THANK YOU #UXManchester@RealUXMCR To find out more about PRWD and our CRO Programme visit http://bit.ly/1P07A9S Also visit http://cromaturityaudit.com/ to benchmark your own CRO Maturity