Buyer centric web strategies
-
Upload
google-anz -
Category
Business
-
view
1.498 -
download
0
description
Transcript of Buyer centric web strategies
Google Confidential and Proprietary 1
Buyer-Centric Web Strategies
August, 2010
Delighting the user
Google Confidential and Proprietary 2
“Focus on the user and all else will follow”
Google Confidential and Proprietary 3
Delight users.
Google Confidential and Proprietary 4
Delight has many forms
Google Confidential and Proprietary 5
Google Confidential and Proprietary 6
Turning anxiety in to delight
Google Confidential and Proprietary
ANXIETY EFFORTLESS RESOLUTION
DELIGHT!
Turning anxiety in to delight
Google Confidential and Proprietary 8
= Anxiety
Turning anxiety in to delight
Google Confidential and Proprietary
Online it’s a level playing field, customers hold the cards
9
Google Confidential and Proprietary 10
Source: http://www.cashedge.com/pressRoom/news_070104_bst.html
“The expectation of today’s savvy online user is that it should be easy, it should be convenient and it should be better than a face-to-face experience; that’s what we’ve strived for.”
Catherine Palmieri, Managing Director, Citibank.com
Google Confidential and Proprietary 11
Focusing on Auto-Buyers Anxiety • How do they feel during the buying process? • Are they delighted with their online experience?
Google Confidential and Proprietary
The lead up to the purchase was typically exciting
30-45 year old Males
30-45 year old Females
“I knew instantly as soon as I saw my car… It was that happy feeling… I knew it was the right
one.” Male, 30-45
Google Confidential and Proprietary
But it was also confusing and stressful…
35-45 year old Females
25-35 year old Females
40-55 Luxury Car
Buyers
Google Confidential and Proprietary 14
Buyers get frustrated…
Google Confidential and Proprietary
Focus, caution & research eased their anxieties
35-45 year old Females 30-45 year old Males
Google Confidential and Proprietary
Put yourself in the buyer’s shoes
16
Main Anxiety is Safety
Mothers want information on safety ratings
Google Confidential and Proprietary
Where do they go to get this information?
17
3rd Party websites where they can compare your model against others.
You have lost them, they’ve left your shop!
Google Confidential and Proprietary
Another example, finding out what other buyers think – The growth in user forums
18
Google Confidential and Proprietary 19
Buyers rely on user reviews
Google Confidential and Proprietary 20
Delight fades • Online expectations are evolving fast
Google Confidential and Proprietary
A good example, booking flights online
Google Confidential and Proprietary
This no longer passes muster
22
Google Confidential and Proprietary
Honda UK have done a good job
23
Google Confidential and Proprietary 24
Innovate to stay ahead
Google Confidential and Proprietary
OK, so we’re not exactly delighting our users.
But is it really so bad?
After all, the product is the main thing.
Our website is only one of several channels we use…
25
Google Confidential and Proprietary 26
The price of failing to delight
Google Confidential and Proprietary
Make it easy… …light their way
Google Confidential and Proprietary 28
Users, Users, Users.
Google Confidential and Proprietary 29
Practical Recommendations • First steps to putting the Buyer first
Google Confidential and Proprietary
First principles
Know your users and simplify the web
30
Google Confidential and Proprietary 31
Audit your site and measure its performance
Website optimiser Web analytics
Conduct usability labs
Ask Friends Family to test and critique your site
Hire a UX Expert They can get you 80% of the way
Google Confidential and Proprietary 32
User Anxiety = Golden Opportunity
• Look for points of anxiety
• Pick one to fix now and fix it completely
• If possible, find solutions that are effortless, personal, clever, superior
• Measure ROI through word of mouth as well as leads: net promoter score, online chatter, surveys
• Remember that delight fades away: listen, learn, test, measure, delight again
Google Confidential and Proprietary 33
“Focus on the user and all else will follow”
Google Confidential and Proprietary 34
Thank You!
August, 2010
Q&A