Instead of trying to market to them like advertising, ask yourself “Why are the visitors here?” Bombarding them all with the same messages can’t help that. Think of your site like an airport. Few people want to be there (or on a plane) But they need to get somewhere to do something.

1. Customer-centric
websites
Paul Randall
@paulrandall

2. Who am I?
- Senior UX Architect at Evosite
- 10 years online design and development experience
- Make things easier for people to use
- Improve and optimise user experiences

4. Why are the visitors here?

5. Let them reach their end goal

6. Increase
conversions &
generate
sales
Improve
usability
& customer
experience

7. Key business metrics
● Sales revenue
● Profit and loss
● Gross margin
● Cost of customer acquisition
● Customer loyalty and retention
● Operating productivity/costs

8. Primary website goals
● Conversions
● Form submissions
● Downloads
● Traffic
● Sources
● Bounce rate

9. Secondary website goals
● Clicking a button
● Watching a video
● Browsing the navigation
● Searching
● Rating a product
● Choosing a product size/colour
● Form errors
● Social shares
● Carousel interaction
● Viewing alternative products
● Filtering a search list
● Calculating delivery cost

10. Information overload!

11. Data vs. Insights

12. “Measure what matters, make
better decisions”
Douglas W. Hubbard

13. Everyone has a similar
(but different) reason
No two visitors are the same,
but they can be alike

14. bit.ly/bounceratereport

15. High traffic, with high bounces

16. Beat your own targets

19. What’s the cause?
● Too expensive?
● Missing information?
● Decent imagery?
● Poor product reviews?
● Unsuitable alternatives?
● Not in stock?
Time to validate the cause...

20. “Creativity is the last legal unfair
advantage over the competition”
Dave Trott

21. 5,008

22. 511,108

23. 801,115

26. Inspect in detail

27. DesktopMobileScroll maps

28. Mouse movements

29. 5.10 secs
13.26 secs
4.27 secs (with 25% re-filling this field*)
5.62 secs
6 out of 7 people opted out
Form interaction
* Refilling this field appears to be due to the business field
autocompleting once they have clicked away.

31. "It now says Wood (38). It definitely said Wood (1) earlier."

32. "My main complaint would be that popup window saying
'Do I need help?'. I really would like that to go."

33. “Dedicated travel page is linked back to the same
FAQ page and doesn't provide any more help.”

34. What you can discover...
● Development bugs
○ Missing/broken links
○ Broken functionality
○ Browser inconsistencies
● Annoying behaviours
○ Livechat pop-ups
○ Exit-intent overlays
● Visitors missing content
○ Blocks of text hiding key info
○ Content ‘hidden’ in accordions
○ ‘Skimmers’ not reading text

35. Build up a picture

36. Understand the people
behind the purchase

41. Make insights easy to digest

42. Usability is an impartial voice

43. Success metrics

44. A/B testing

45. ● Testing a navigation? Use Treejack from Optimal Sort
Find the right testing method

46. ● Measure what matters
○ Track key events and interactions
● Identify poorly performing pages and understand user behaviour
○ Analytics segmentation, heatmaps, scrollmaps and page interactions
○ Usability studies
● Test and measure variations
○ Be creative! Define the problem and the possible solution
○ Always refer to your website goals
A (repeatable) recipe for measurable improvements

47. whatusersdo.com/evosite

48. Paul Randall
@paulrandall
paul.randall@evosite.co.uk
Thank you for
your time