so you want your interface to sell
DESCRIPTION
Early on as a Designer I had the privilege to work with some big brands, like: Verizon, Mission Foods, Nokia, and Sabre. Most of my projects were rooted in web applications. Which I loved, and was more than happy to work on as a UX Designer. But some designers took other paths, working on e-commerce sites, or perhaps lead generation. What has been hard to find recently is someone who's done both. I know I didn't know e-commerce to the degree I needed to when starting at GameStop - but learned quickly - luckily I've had some good teachers over the last couple of years. Now talking about channels, bounce rate, A/B testing, conversion, SEM/SEO in the norm. And as I loved designing applications, I find equal interest in what makes people shop and (hopefully) eventually buy. I recently gave this short presentation to a group of designers - a 101 on getting your interface to sellTRANSCRIPT
so you want your interface to sell.
jeremy johnsonwww.jeremyjohnsononline.com
101
Always be closing…That doesn’t mean you’re always closing the deal, but it does mean that you need to be always closing on the next step in the process.-Shane Gibson
http://www.closingbigger.net/
uxdesign
user interface
usability
information architect
designers have various experiences in past work & projects
uxdesign
user interface
usability
information architect
merchandising web app
marketingacquisition
native app
do you know about...if you have a application background...
web app
native app
selling?
in the digital world...
channels
seosem
direct
affiliate
mobile
off-linecrm
meta
loyalty social
sem
4.9%
ex.
how is my experience optimized for x?
(aka) getting people to my store!
mobile “we have a responsive site”
direct “we have personalization”
sem “we dynamically match the keywords”
seo “we have original content”
off-line “we have great agent tools”
affiliate “we have promo code reminders”
crm “we have landing pages for email”
meta “we play up our guarantee”
loyalty “we allow you to spend your points”
social “you can share purchases”
seosem
direct
affiliate
mobile
off-line
throttled up
throttled down
crm
meta
loyalty social
marketing can throttle up and down any of these at any time to help the business
“where is the fallout?”
“why are people from channel X not going from step 4 to 5?”
“what if landed people directly on step 2 from channel X?”
“can we reduce steps?”
“what can we do to make them say “yes” to one more step?”
we need to watch...
become an expert in...
reducing bounce
1.you're acquiring the wrong kind of traffic to your page(s), or
2.you're acquiring exactly the right kind of traffic to your page(s).
http://searchenginewatch.com/article/2237250/Reduce-Bounce-Rate-20-Things-to-Consider
“let’s define the problem...”
site too slow?
loading order of the page?
too many distractions?
missing what customers are looking for?
can’t find search?
ugly design?
http://searchenginewatch.com/article/2237250/Reduce-Bounce-Rate-20-Things-to-Consider
A/B testing
https://www.optimizely.com/ab-testing
http://www.abtests.com/test/284001/landing-for-citycliq
http://www.abtests.com/test/284001/landing-for-citycliq
25%
47%conversion increase
conversion increase
getting more clicks
http://blog.hubspot.com/blog/tabid/6307/bid/20566/The-Button-Color-A-B-Test-Red-Beats-Green.aspx
The red button outperformed the green button by 21% .
conversion (is king)
C = 4m + 3v + 2(i-f) - 2a ©
http://www.meclabs.com/methodology
“!"#r$-%&'”
http://www.meclabs.com/training/misc/optsummit/slides/Slides_Opt_Summit_2012_The-Web-as-a-Living-Laboratory.pdf
getting people to shop
are you providing the appropriate merch areas for
marketing / promotions / media?
create a frenzy!
Entice your customers
make them feel special
use the social graph
promo codes
different channels, different entry points
partnerships or media
brand messaging
adding to your crm
connecting email
keeping customers loyal
landing pages
http://www.google.com/nexus/7/
“Each card describes one insight into human behavior and suggests ways to apply this to the design of Web sites, Web apps, and software applications.”http://getmentalnotes.com/
*
web app
native app
+
go close the deal!
thanks!
@jeremyjohnson