Putting the Customer First - with Conversion Rate Optimization. Learn all about how the ideology of "putting the customer first" is actually put into practise with biometrics and conversion rate optimization. Marcus will walk you through some big brand case studies to learn what they have done to dramatically improve online performance, and how you can apply these methods for your own brand.

1. Richard Fenner
CRO SPECIALIST
SPACE BETWEEN
LONDON, UK ~ SEPTEMBER 4 - 5, 2019
DIGIMARCONUK.CO.UK | #DigiMarConUK
DIGIMARCONIRELAND.IE | #DigiMarConIreland
Conversion Rate
Optimization Master Class
MASTERCLASS

2. RICH FENNER
CRO SPECIALIST AT SPACE BETWEEN
@Space__Between

3. REPORTHANDCRAFTEDBY
SpaceBetween.co.uk
hello@spacebetween.co.uk
01233 800 991
CUSTOMER FIRST
PUTTING THE
How to Understand Your Customers Better Online

4. ABOUT ME

5. Meaning?
I specialise in making
visitors to a website
more likely to complete
a transaction
(2,400% more in 2018)
ABOUT ME
eCommerce Consultant
Biometrics & UX | CRO | UI | Analytics

6. We Are
BIOMETRICS & UX | CRO | UI
Consultants

7. CASE STUDIES - WHERE OUR STATS ARE COMING FROM

8. THE PROCESS
● Who are your USERS?
● What do they WANT?
● What PROBLEMS do they encounter?
● How can we FIX those problems?
● Did our fixes work? Are the customers HAPPIER?

9. DEFINING YOUR DIGITAL CUSTOMER
There’s not just one type of customer anymore, right?!
Male
Single young professional

10. YOUR CUSTOMERS TAKE MANY FORMS
Loyal Customer New to the high-end
fashion scene
Women shopping for her
Partner
New to your Brand, but not the
Market
Mother buying for Son

11. DEFINING YOUR DIGITAL CUSTOMER
Considerations
B2C B2BDEMOGRAPHICS
PSYCHOGRAPHIC
BEHAVIOURAL
FIRMOGRAPHIC
TECHNOGRAPHIC
DEMOGRAPHICS
PSYCHOGRAPHIC
BEHAVIOURAL

12. DIGITAL USERS - WHAT IS THEIR PROBLEM?
What is / are their:
- Motivations
- Questions
- State of Mind
- Touchpoints

13. And find the problems getting in their wayDefine your users needs...

14. HOW TO FIND THE
PROBLEMS

15. RESEARCH METHODS
QUALITATIVE
PEOPLE TALKING
SURVEYS / QUESTIONNAIRES
OPINIONS
QUANTITATIVE
NUMBERS
HARD DATA
GRAPHS

16. Let’s Start With QUALITATIVE
USER RESEARCH

17. QUALITATIVE | USER RESEARCH
1 to 1 Moderated User
Research

18. QUALITATIVE | USER RESEARCH
Recruiting Representative
Users

19. QUALITATIVE | USER RESEARCH

20. QUALITATIVE | USER RESEARCH
Give Them Representative
Tasks to Perform.
Ask the user to find a new pair of “going out” trousers for an important event, in a size and style that
would match the rest of their outfit, and in a price range that they would usually be comfortable with
spending.

21. QUALITATIVE | USER RESEARCH

22. QUALITATIVE | USER RESEARCH
Shut Up
Let the Users do the Talking.
- Make Them Feel at Ease
- Clean Tidy Room
- Comfy Chair
- Human Intro / Conversation
- Don’t ask Leading Questions

23. QUALITATIVE | USER RESEARCH
Bias...What Not to Ask
Did you like that jacket?
Do you find this feature frustrating to use?
What do you think about that blue jacket?
Ask them open questions - not leading questions.

24. QUALITATIVE | 121 MODERATED USER RESEARCH
How to not f**k it up
Don’t ask questions that can be answered with a single word
Practice your questions beforehand
Get out your poker face!

25. QUALITATIVE
SURVEYS

26. NPSNET PROMOTER SCORE
SUSSYSTEM USABILITY SCALE
QUALITATIVE | SURVEYS

27. QUALITATIVE / QUANTITATIVE
BIOMETRICS

28. WHY BIOMETRICS - Conscious vs Unconscious Reporting
Conscious
Behaviour
Unconscious
Behaviour
Self Reporting,
focus groups etc
Facial Expressions
Skin Conductance
Eye Tracking
EEG
User Motivation

29. BIOMETRICS HOW WE TEST
Facial Expressions
Eye Tracking
EEG

30. BIOMETRICS | EYE TRACKING

31. BIOMETRICS | EYE TRACKING

32. BIOMETRICS | EYE TRACKING

33. BIOMETRICS | EYE TRACKING

34. BIOMETRICS | EYE TRACKING

35. BIOMETRICS | EYE TRACKING

36. BIOMETRICS | EYE VS MOUSE TRACKING

37. BIOMETRICS | GALVANIC SKIN RESPONSE

38. BIOMETRICS | GALVANIC SKIN RESPONSE

39. BIOMETRICS | GALVANIC SKIN RESPONSE

40. BIOMETRICS | FACIAL EXPRESSION ANALYSIS

41. BIOMETRICS | FACIAL EXPRESSION ANALYSIS
Trained AI Model - 7.5 Million Faces in 87 Countries

42. Joy
Anger
Surprise
Fear
Contempt
Sadness
Disgust
BIOMETRICS | FACIAL EXPRESSION ANALYSIS

43. BIOMETRICS | ELECTROENCEPHALOGRAPHY
Detecting Cognitive and Motivational Processes.

44. BIOMETRICS | ELECTROENCEPHALOGRAPHY

45. UK CASE STUDY | Waitrose

46. UK CASE STUDY | Waitrose
Homepage
Cellar
Category page
Product Listing Page (PLP)
Product Description Page (PDP)
Postcode lookup
Postcode result
Register
MyAccount
Your name
Billing Address
Register confirm
GDPR
Summary
Basket
Delivery method
Delivery slot
Upsell
Order review
Payment
SHOPPING
REGISTRATION
SHOPPING
CHECKOUT
PAYMENT
Waitrose
Waitrose

47. https://www.nngroup.com/articles/negativity-bias-ux/
Negativity Bias, is the notion that things of a more
negative nature have a greater effect on one's
psychological state than neutral or positive things.

48. QUANTITATIVE
ANALYTICS

49. QUANTITATIVE | ANALYTICS | FUNNEL DROPOUTS
Identify Core Customer Journeys
Find Dropouts at Each Stage
Will Help you Prioritise which Areas to Focus on First
https://conversionxl.com/blog/funnel-analysis/

50. QUANTITATIVE | ANALYTICS | TECHNICAL TRACKING
● Differences by devices, browsers, operating systems, phone models
● Add to cart ratios for products
● List page performance
● Clicking into a field / on an object
● How long it takes to complete a field
● Scroll depth

51. QUANTITATIVE | SESSION RECORDING

52. QUANTITATIVE | MOUSE TRACKING

53. OTHER | WEBSITE ERRORS

54. OTHER | EXPERT AUDIT
● Usability
● Information Architecture
● Conversion & User flows

55. PRIORITIZING THE
PROBLEMS

56. PRIORITIZING | PROBLEMS
HOMEPAGE CATEGORY PRODUCT CART CHECKOUT PAYMENT

57. PRIORITIZING | WHICH PROBLEMS TO FOCUS ON
CART PAYMENT
● Analytics
● Self Reported
● Facial Recognition
● GSR Peaks
● UX Audit
● Analytics
● Self Reported
● UX Audit
PRODUCT
● Analytics

58. PRIORITIZING | SOURCING IDEAS
BEST PRACTICE
COMPETITOR SOLUTIONS
BUSINESS SUGGESTIONS
USER SUGGESTIONS

59. PRIORITIZING | STRATEGY MAP

60. PRIORITIZING | TACTICS
ADDRESSING QUESTIONS
& CONCERNS
● Add messaging about website
security
● Add delivery information
● Add review / trust information
REDUCING PRESSURE OF
DECISION
● Add messaging about free returns
● Highlight payment methods like
Klarna
SKIPPING UPSELLS
● Remove upsell stage
● Make skip button more prominent

61. PRIORITIZING
HYPOTHESIS

62. PRIORITIZING | HYPOTHESIS GENERATION
Basic - “If I do this, then this will happen”
Better - “If I do this, then this will happen, because of this thing”
“By increasing the primary call to actions contrast then we expect to make more
money because it is easier to distinguish”
Back it up with data!

63. PRIORITIZING | WHAT METRICS TO USE
“By increasing the primary call to actions contrast then we expect to see a higher
percentage of user interacting with the button because it is easier to distinguish”
Do:
● Use metrics close to the test as the primary KPI
● Make sure your metrics are tied to the business goals

64. PRIORITIZING | HYPOTHESIS | EXAMPLES
“By adding information about the security of the transaction then we
expect to have users complete the transaction because users will feel
safer purchasing with us”
ADDRESSING QUESTIONS & CONCERNS

65. PRIORITIZING | HYPOTHESIS | EXAMPLES
“By making the ‘Buy now & Pay Later’ options more prominent we expect
to that users complete the transaction and choose this option because
users will feel less pressure purchasing with us”
REDUCING PRESSURE OF DECISION

66. PRIORITIZING | HYPOTHESIS | EXAMPLES
“By removing the “Upsell” stage we expect that more users will progress
to the payment stage and convert into purchases because users will
encounter less friction purchasing with us”
SKIPPING UPSELLS

67. PRIORITIZING
Happily Running
your CRO
Program

68. PRIORITIZING | HIPPO
“highest paid
person's opinion”

69. PRIORITIZING | SHOW ME THE MONEY
Fixing users pain
quicker

70. PRIORITIZING
OKAY BUT HOW?

71. PRIORITIZING | HOW
Confidence
Impact
Ease

72. PRIORITIZING | HOW
Confidence
● Are we sure this is an issue?
● How many data streams have reported
this issue?

73. PRIORITIZING | HOW
Impact
● How much user pain are we solving?
● Is this on a high traffic area of the website?
● What will the return on investment be?

74. PRIORITIZING | HOW
Ease
● How long will this take to design & build?
● Do I need to expend political capital?
● Does the business need to research or invest
further time?

75. PRIORITIZING | FRAMEWORK
● Easy to set up
● Simple to maintain
● Great for new starters
PIE, ICE
SIMPLE COMPLEX
● More objective
● Better for larger teams
● Helps with internal politics
PXL, Custom

76. PRIORITIZING | COMPLEX
Objective
“Multiple people should give a similar answer”
● Does this experiment take place on a page
with more than 50k views per month?
● Are we adding or removing an element?
● Is it above the fold?

77. PRIORITIZING
Confidence Impact Ease Total
Add messaging about
website security
5 2 5 12
Add messaging about
free returns
2 2 5 9
Remove upsell stage 4 4 1 9

78. FIXING THE
PROBLEMS

79. CRO
Conversion
Rate
Optimization
A framework to increase the likelihood that
users will complete a desired goal

80. CRO | SPLIT TEST
50%CONTROL
50%CHALLENGER

81. QUESTION FOR THE AUDIENCE
@space__between

83. CRO | MULTIVARIATE

84. CRO | MULTIVARIATE
54 elements
1,000+ variations
7% → 18%

85. CRO | EXPERIMENT LOOP
HYPOTHESISANALYSIS
DESIGNLIVE
BUILD
CRO
FLYWHEEL

86. CRO | SUCCESS
WINNING IS EASY

87. CRO | HELP MY EXPERIMENT FAILED
PANIC
● Everything is terrible
● I’m going to lose my job

88. CRO | IT’S OKAY
DON’T PANIC
● Failed experiments are bullets dodged
● Share the results around the business

89. CRO | WHY?
UNDERSTAND
BUSINESS IMPACT

90. CRO | WHY?
INNOVATING ON
USER EXPERIENCE

91. SOME PATTERNS THAT WORK
MOST OF THE TIME

92. LESS FORM FIELDS

93. MORE FORM FIELDS

94. PROGRESSIVE FIELDS

95. REMOVE GIFT CODES

96. USP BAR

97. PERSONALISATION

98. WANT MORE?
https://goodui.org/

99. SUMMARY
Know who your users are
Find out what problems they have
Test your fixes to their problems
Learn and share your results

100. THANK YOU
Get in touch if you’d like to find out more
info@spacebetween.co.uk
@Space__Between