Start with the

customer and

work backwardsGareth Dunlop

28.9.2017

HelloI’m Gareth Dunlop

@dunlop71

@fathom_ux

#TTLPresents

1.

Briefly about

Fathom

performance

through

insight

We work with large, complex,

enterprise organisations…

…and ambitious retailers, to help

them drive sales online

2.

What do the world’s

most successful

websites do?

THEY START

WITH THE USER

AND WORK

BACKWARDS

Jeff Bezos invested 100 times more into

customer experience than advertising during

the first year of Amazon.

Performance through insight

Focus on the user and all else will follow. From its inception,

Google has focused on providing the best user experience

possible. While many companies claim to put their customers

first, few are able to resist the temptation to make small

sacrifices to increase shareholder value. Google has

steadfastly refused to make any change that does not offer a

benefit to the users who come to the site. By always placing the

interests of the user first, Google has built the most loyal

audience on the web. And that growth has come not through

TV ad campaigns, but through word of mouth from one

satisfied user to another.

“Hopefully most of

our users don’t

think about or

notice us. They just

use the service and

get on with their

lives.”

Unique visitorsOctober 2012 to October 2015

Services dataSnapshot as of October 2015

transactions per year

1.73bn# online services

801digital take up

77.9%user satisfaction

88.8%

When compared to their peers, the top 10 companies

leading in customer experience outperformed the S&P

index with close to triple the returns.

3.

Design for

behaviour change

HOW YOUR

USERS FEEL IS

THE BIGGEST

DETERMINANT OF

THEIR

BEHAVIOUR

“We’re moving from

a world orientated

around persuasion

to a world

orientated around

usability.”

4.

Takeaways

1. THE CUSTOMER IS IN

COMPLETE CONTROL OF THE

EXPERIENCE

2. INVEST IN YOUR CUSTOMERS

source Google Analytics

source

https://www.greatmagazines.co.uk/affiliates

source

https://www.marketingsherpa.com/article/chart/co

nversion-rates-retail-categories

3. LACK OF TRUST IS THE SINGLE

BIGGEST CONVERSION KILLER

ON THE WEB

4. DON’T TALK OVER YOUR

CUSTOMERS

5. BELIEVE IN THE DATA

Sliderobes are specialists in fitted sliding wardrobe doors and

storage. They offer customers creative solutions to their storage

problems, with an end-to-end service through design, manufacture

and installation.

Sliderobes

The

customer

is in

complete

control

Invest in

your

customers

Deserve

and earn

your

customers

trust

Don’t talk

over your

customers

Believe

in the

data

1. 2. 3. 4. 5.

Thank you.Gareth Dunlop

+44 (28) 9099 2882

@dunlop71

www.fathom.pro

gareth@fathom.pro

ENDS