barclaycard bespoke offers: website ux mistakes

Barclaycard Bespoke Offers

Paola Di Cretico 21/05/2014

AGENDA

REQUEST: TAKE A LOOK AT THE BESPOKE OFFERS WEBSITE AND

MAKE RECOMMENDATIONS ON HOW WE COULD INCREASE

CONVERSION AND REVENUE

QUICK CUSTOMER JOURNEY TO PURCHASE

5 TIPS TO IMPROVE YOUR SALES

TAKEAWAYS


CUSTOMER JOURNEY TO PURCHASE Goal: buy a Bank Holiday Break in the Cotswolds


Navigation

Search

Navigation 2

Homepage

User goes to bespoke offers looking for Bank Holidays breaks

Bespoke Offers Homepage

Clicks on Bank Holidays Offers

Path 1 Out and aboutOut and About

category landing page ? LateRooms.co

mLateRooms.com

Search for Cotswold

No Results found

Path 2

Clicks on TravelUK Hotels &

BreaksUK Hotels & Breaks

category page

Drill down, then clicks on More

offers

Award winning Cotswolds

break widget

Search for Cotswolds

Path 3

Only 2 search results none related to holidays breaks

Award winning Cotswolds gourmet break product page

end

end

Clicks on Visit site

Path 4

Travelzoo: Asked to choose a deal

unclear about the difference apart from the price

Can choose the date, so I end the

visit

HP widget or drill down 2 pages

“offers for me”

Award winning Cotswolds gourmet break product page

Click on Visit site

Travelzoo: Asked to choose a deal

unclear about the difference apart from the price

Can choose the date, so I end the

visit

Path 5

Lovely Bank Holiday Breaks

banner, but where are the

offers?

Need to provide lots of personal

information without knowing what I can

get.

What about adding a Did

you mean Cotswolds?

Page layout got lots of UX issues

Update your interest is too

down on page!

1 CUSTOMERS LOVE Exclusive Access to products,

THEY WILL GADLY PAY FOR IT

Fewer but more “exclusive” offers.

Trending is great but its meaning is unclear:

make me feel part of a community.

Sell dreams user can immediately share not

products.

Customers value good service more than

fast service.

I’m a person not a persona.



2 YOUR CUSTOMERS DON’T HAVE TO BE FREE CLIMBERS TO

REACH YOUR PRODUCT PAGE

I’m browsing most of the time, but I’d love to

know your are here to guide me.

By optimizing your search experience you

gave your customers more time to discover

your site.

Not all are shopaholics! Give your customers

the option to save relevant “More offers “ for

later.

Would be great filtering my search results by

image selection.


3 YOUR CUSTOMERS LOVE

STORYTELLING & SELLING

THROUGH STORY IS EFFECTIVE

If you bring up the money, you make me feel

cheap. Show me first the exclusive discount

and the expiration date. Then some product

information.

Let me know/share my experience

Create expectations by displaying a count

down timer and how many users booked it.

Send me only relevant products.

Be consistent!


4 DON’T PUT YOUR CUSTOMERS IN THE WRONG HANDS

A brand is a person’s gut feeling about a

product, service or organization

Be concise and informative. Educate your

audience about your affiliates programs.

Why this affiliate is so great!

Let me know what my peers says about this

affiliate.

Then, let me know that you still care.


5 YOUR WORST CUSTOMER IS YOUR BEST CUSTOMER

WHO NEEDS TO BE SURPRICED

Offer “exclusive” support to customers

buying from affiliates.

Act fast: An upset customer receiving a great

post purchase service is more likely to

become your brand advocate.

Show you care: Goodwill is an act that

doesn’t need to be expensive.

Trust comes from meeting and beating

customer expectations


IN SUMMARY

Few takeaways

Make me feel part of this exclusive

program

Let me know my personal shop assistant

is here to help.

Optimize my search experience.

Act fast

Praise your best affiliates on your site

Q&A? Paola Di Cretico 21/05/2014

barclaycard bespoke offers: website ux mistakes

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