Foundit UX - CRO - Event
Transcript of Foundit UX - CRO - Event
![Page 1: Foundit UX - CRO - Event](https://reader035.fdocuments.in/reader035/viewer/2022062412/58f28ba41a28aba01d8b456b/html5/thumbnails/1.jpg)
Chris Dunn, Operations Director, FoundIt!
Dynamic UX & CRO Deployment
![Page 2: Foundit UX - CRO - Event](https://reader035.fdocuments.in/reader035/viewer/2022062412/58f28ba41a28aba01d8b456b/html5/thumbnails/2.jpg)
How to grow sales by up to 20% by focussing on product discovery.
More finding = More shopping
![Page 3: Foundit UX - CRO - Event](https://reader035.fdocuments.in/reader035/viewer/2022062412/58f28ba41a28aba01d8b456b/html5/thumbnails/3.jpg)
Add to basket
Checkout
We’re used to CRO focusing on the basket
Too many stages in our
basket
Are the buttons the right colour
Should we do 1 page
checkout? Too much data entry in
the form
Should we have guest checkout
Do they know where to go
Less than 5% of customers will make it this far.
![Page 4: Foundit UX - CRO - Event](https://reader035.fdocuments.in/reader035/viewer/2022062412/58f28ba41a28aba01d8b456b/html5/thumbnails/4.jpg)
Add to basket
Checkout
So lets look at the top of the funnel
![Page 5: Foundit UX - CRO - Event](https://reader035.fdocuments.in/reader035/viewer/2022062412/58f28ba41a28aba01d8b456b/html5/thumbnails/5.jpg)
Add to basket
Checkout
So lets look at the top of the funnel
Browse
This is where 95% of the action is.
![Page 6: Foundit UX - CRO - Event](https://reader035.fdocuments.in/reader035/viewer/2022062412/58f28ba41a28aba01d8b456b/html5/thumbnails/6.jpg)
One of the biggest customer complaints on
retail sites
![Page 7: Foundit UX - CRO - Event](https://reader035.fdocuments.in/reader035/viewer/2022062412/58f28ba41a28aba01d8b456b/html5/thumbnails/7.jpg)
Customers say they can’t find what they want?
![Page 8: Foundit UX - CRO - Event](https://reader035.fdocuments.in/reader035/viewer/2022062412/58f28ba41a28aba01d8b456b/html5/thumbnails/8.jpg)
Our customers quickly lose attention when scrolling, clicking, searching & filtering!
The more time on this, the less chance the product has of being found and purchased.
We assume our customers will muddle through, some do and some don’t!
Time spent in search/browse
CVR
%Conversion rates drop when we make it difficult!
![Page 9: Foundit UX - CRO - Event](https://reader035.fdocuments.in/reader035/viewer/2022062412/58f28ba41a28aba01d8b456b/html5/thumbnails/9.jpg)
So why is it so hard for customers to find what they want?
![Page 10: Foundit UX - CRO - Event](https://reader035.fdocuments.in/reader035/viewer/2022062412/58f28ba41a28aba01d8b456b/html5/thumbnails/10.jpg)
Main reasons why3
![Page 11: Foundit UX - CRO - Event](https://reader035.fdocuments.in/reader035/viewer/2022062412/58f28ba41a28aba01d8b456b/html5/thumbnails/11.jpg)
Choice overload1
![Page 12: Foundit UX - CRO - Event](https://reader035.fdocuments.in/reader035/viewer/2022062412/58f28ba41a28aba01d8b456b/html5/thumbnails/12.jpg)
Choice overload revealed
![Page 13: Foundit UX - CRO - Event](https://reader035.fdocuments.in/reader035/viewer/2022062412/58f28ba41a28aba01d8b456b/html5/thumbnails/13.jpg)
But don’t worry…..
Pagination to the rescue!
![Page 14: Foundit UX - CRO - Event](https://reader035.fdocuments.in/reader035/viewer/2022062412/58f28ba41a28aba01d8b456b/html5/thumbnails/14.jpg)
Ok never mind....how about filters then?
![Page 15: Foundit UX - CRO - Event](https://reader035.fdocuments.in/reader035/viewer/2022062412/58f28ba41a28aba01d8b456b/html5/thumbnails/15.jpg)
Choice overload:• Too much choice of product!• Too many ways to filter it!• Too much effort to browse!
![Page 16: Foundit UX - CRO - Event](https://reader035.fdocuments.in/reader035/viewer/2022062412/58f28ba41a28aba01d8b456b/html5/thumbnails/16.jpg)
We’ve buried our best options.2
![Page 17: Foundit UX - CRO - Event](https://reader035.fdocuments.in/reader035/viewer/2022062412/58f28ba41a28aba01d8b456b/html5/thumbnails/17.jpg)
What are the best options?
Unhelpful journey options within the prime customer view
![Page 18: Foundit UX - CRO - Event](https://reader035.fdocuments.in/reader035/viewer/2022062412/58f28ba41a28aba01d8b456b/html5/thumbnails/18.jpg)
Plenty of stock ordered filter options.
Do customers see them or even care?
![Page 19: Foundit UX - CRO - Event](https://reader035.fdocuments.in/reader035/viewer/2022062412/58f28ba41a28aba01d8b456b/html5/thumbnails/19.jpg)
According to customers, these are the best options?
����
![Page 20: Foundit UX - CRO - Event](https://reader035.fdocuments.in/reader035/viewer/2022062412/58f28ba41a28aba01d8b456b/html5/thumbnails/20.jpg)
This problem is not specific to dresses
though!
![Page 21: Foundit UX - CRO - Event](https://reader035.fdocuments.in/reader035/viewer/2022062412/58f28ba41a28aba01d8b456b/html5/thumbnails/21.jpg)
![Page 22: Foundit UX - CRO - Event](https://reader035.fdocuments.in/reader035/viewer/2022062412/58f28ba41a28aba01d8b456b/html5/thumbnails/22.jpg)
What does the data say?
![Page 23: Foundit UX - CRO - Event](https://reader035.fdocuments.in/reader035/viewer/2022062412/58f28ba41a28aba01d8b456b/html5/thumbnails/23.jpg)
![Page 24: Foundit UX - CRO - Event](https://reader035.fdocuments.in/reader035/viewer/2022062412/58f28ba41a28aba01d8b456b/html5/thumbnails/24.jpg)
A one size fits all approach to facet navigation
• Ignores what customers are looking for!• Leads to us burying our best bits!• Makes the customer work hard!
![Page 25: Foundit UX - CRO - Event](https://reader035.fdocuments.in/reader035/viewer/2022062412/58f28ba41a28aba01d8b456b/html5/thumbnails/25.jpg)
3. We didn’t think of that!
![Page 26: Foundit UX - CRO - Event](https://reader035.fdocuments.in/reader035/viewer/2022062412/58f28ba41a28aba01d8b456b/html5/thumbnails/26.jpg)
![Page 27: Foundit UX - CRO - Event](https://reader035.fdocuments.in/reader035/viewer/2022062412/58f28ba41a28aba01d8b456b/html5/thumbnails/27.jpg)
Henry is the 2nd most popular cleaner after Dyson!
![Page 28: Foundit UX - CRO - Event](https://reader035.fdocuments.in/reader035/viewer/2022062412/58f28ba41a28aba01d8b456b/html5/thumbnails/28.jpg)
Is it a ‘Henry’ or a ‘Numatic’ ?
![Page 29: Foundit UX - CRO - Event](https://reader035.fdocuments.in/reader035/viewer/2022062412/58f28ba41a28aba01d8b456b/html5/thumbnails/29.jpg)
Ignoring customer language & relying on product data to drive your experience…
• Ignores what customers are looking for!• Makes products impossible to find!• Leads the customer to presume you can’t
help!
![Page 30: Foundit UX - CRO - Event](https://reader035.fdocuments.in/reader035/viewer/2022062412/58f28ba41a28aba01d8b456b/html5/thumbnails/30.jpg)
Is it any wonder customers say they can’t find what they
want?
![Page 31: Foundit UX - CRO - Event](https://reader035.fdocuments.in/reader035/viewer/2022062412/58f28ba41a28aba01d8b456b/html5/thumbnails/31.jpg)
Now what?
![Page 32: Foundit UX - CRO - Event](https://reader035.fdocuments.in/reader035/viewer/2022062412/58f28ba41a28aba01d8b456b/html5/thumbnails/32.jpg)
Lets take “earrings”
![Page 33: Foundit UX - CRO - Event](https://reader035.fdocuments.in/reader035/viewer/2022062412/58f28ba41a28aba01d8b456b/html5/thumbnails/33.jpg)
![Page 34: Foundit UX - CRO - Event](https://reader035.fdocuments.in/reader035/viewer/2022062412/58f28ba41a28aba01d8b456b/html5/thumbnails/34.jpg)
What does the data say?
![Page 35: Foundit UX - CRO - Event](https://reader035.fdocuments.in/reader035/viewer/2022062412/58f28ba41a28aba01d8b456b/html5/thumbnails/35.jpg)
Perhaps we wouldn't lay out our store this way.
![Page 36: Foundit UX - CRO - Event](https://reader035.fdocuments.in/reader035/viewer/2022062412/58f28ba41a28aba01d8b456b/html5/thumbnails/36.jpg)
Diamond Earrings Gold Earrings Diamond Stud
Clip on EarringsGold Hoop EarringsStud EarringsSterling Silver EarringsWhite Gold EarringsWedding Earrings
Hoop EarringsSilver EarringsRose Gold EarringsPearl Earrings
Prioritise the best bits according to what customers want.
![Page 37: Foundit UX - CRO - Event](https://reader035.fdocuments.in/reader035/viewer/2022062412/58f28ba41a28aba01d8b456b/html5/thumbnails/37.jpg)
So what really happens when we do this?
![Page 38: Foundit UX - CRO - Event](https://reader035.fdocuments.in/reader035/viewer/2022062412/58f28ba41a28aba01d8b456b/html5/thumbnails/38.jpg)
Intent based navigation in action
Amara.com• Home furnishings retailer.• Over 40,000 SKUs.• Apx 300 Categories.• Over 300 Brands.• Many of the same problems
we’ve highlighted
![Page 39: Foundit UX - CRO - Event](https://reader035.fdocuments.in/reader035/viewer/2022062412/58f28ba41a28aba01d8b456b/html5/thumbnails/39.jpg)
Great site, strong range, doing everything right.
![Page 40: Foundit UX - CRO - Event](https://reader035.fdocuments.in/reader035/viewer/2022062412/58f28ba41a28aba01d8b456b/html5/thumbnails/40.jpg)
We placed intent based navigation on key journey points
![Page 41: Foundit UX - CRO - Event](https://reader035.fdocuments.in/reader035/viewer/2022062412/58f28ba41a28aba01d8b456b/html5/thumbnails/41.jpg)
We created the journeys that customers wanted
![Page 42: Foundit UX - CRO - Event](https://reader035.fdocuments.in/reader035/viewer/2022062412/58f28ba41a28aba01d8b456b/html5/thumbnails/42.jpg)
We placed it across mobile too
![Page 43: Foundit UX - CRO - Event](https://reader035.fdocuments.in/reader035/viewer/2022062412/58f28ba41a28aba01d8b456b/html5/thumbnails/43.jpg)
Those journey options became key for customers
152%…increase in conversions amongst users who had been on intent based journey versus a conventional one.
![Page 44: Foundit UX - CRO - Event](https://reader035.fdocuments.in/reader035/viewer/2022062412/58f28ba41a28aba01d8b456b/html5/thumbnails/44.jpg)
To deliver a 15% increase in site-wide conversion
1.10%
1.27%
Before After
A handful of well placed intent focused options, on each page of the site, trumped all other navigation, and grew conversion by 15.4%.
![Page 45: Foundit UX - CRO - Event](https://reader035.fdocuments.in/reader035/viewer/2022062412/58f28ba41a28aba01d8b456b/html5/thumbnails/45.jpg)
Great idea! lots of work!?
![Page 46: Foundit UX - CRO - Event](https://reader035.fdocuments.in/reader035/viewer/2022062412/58f28ba41a28aba01d8b456b/html5/thumbnails/46.jpg)
Great idea…lots of work!?
![Page 47: Foundit UX - CRO - Event](https://reader035.fdocuments.in/reader035/viewer/2022062412/58f28ba41a28aba01d8b456b/html5/thumbnails/47.jpg)
Lets focus on intent, and grow conversion!
![Page 48: Foundit UX - CRO - Event](https://reader035.fdocuments.in/reader035/viewer/2022062412/58f28ba41a28aba01d8b456b/html5/thumbnails/48.jpg)
#UXandCROdeepdiv
e
ANY QUESTIONS?
![Page 49: Foundit UX - CRO - Event](https://reader035.fdocuments.in/reader035/viewer/2022062412/58f28ba41a28aba01d8b456b/html5/thumbnails/49.jpg)
OPTIMISING ACCESSABILITY, RELEVANCY AND CONVERSIONS
UX & CRO: