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The Art and Science of increasing conversions

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Ifraz MughalUX Architect@ifrazTUI Travel, Brighton

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Always be testing

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Persuasion Architecture: User Centred achievement of business goals

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PlanningKPIs – clear targets Personas & scenariosPrototyping > usability testing

Live EnvironmentTest design variationsMaintain successful variant Repeat process

The process flow

Proximity to conference = ?

6 minutes by car……

Venue itself

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Measurement FrameworkMeasurable Goals & Key Performance Indicators

1) Business Objectives à

2) Goals à

3) KPIs à

4) Target

Increase revenue

Increase online purchases

# transactions for last 60 days

Currently 468 – increase by 2%

Increase revenue per order AOV for last 60 days Currently €82.43 -

increase by 3%

Increase number of website members (Retention)

Increase online renewals

% of policy renewals (60days) Increase by 10%

Increase member online registrations # registrations (60days) Increase by 5%

Maintain and increase membership retention online

% of members renewing (60days) Increase by 7%

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“You create the system your visitor

must navigate. People don’t cause defects,

systems do”

W. Edwards Deming

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People and Interactions take precedent over processes and tools

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User Centred Design

Users and their tasks Business and its goals

Interaction design ‘sweet spot’

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Home

Category

Sub-category

Product

Booking funnel

Where should we test?

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Google Analytics Visitors’ Flow

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Google Analytics Funnel

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Drilling down - cart

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Drilling down – personal details

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Usability Heuristics 1. Visibility of system status

2. Match between system and the real world

3. User control and freedom

4. Consistency and standards

5. Error prevention

6. Recognition rather than recall

7. Flexibility and ease of use

8. Aesthetic and minimalist design

9. Help users recognise, diagnose and recover from errors

10.Help and documentationhttp://www.useit.com/papers/heuristic/heuristic_list.html

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Booking funnel guidelines• Maintain a clear and concise progress indicator

• Design the primary action as a call to action button, all other actions get visually degraded from this

• Keep the form fields to a minimum

• Provide a clearly labeled help section

• Avoid jargon – keep language as clear and simple as possible

• Error messages need to be contextual

• Do not force registrations nor sign-ups (do not tick checkboxes as default) and keep the terms & conditions in the background

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2 elements with 2 variations = 4 tests3 elements with 4 variations = 64 tests4 elements with 5 variations = 625 tests

A/B & multivariate tests

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http://visualwebsiteoptimizer.com/ab-split-test-duration/

A/B & multivariate calculator

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Summary

Know your Business goalsKnow your UsersAlways Be Testing

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Always Be Testing – Bryan Eisenberg & John Quatro-vonTivadarKPIs - http://management.about.com/cs/generalmanagement/a/keyperfindic.htmUsability heuristics http://www.useit.com/papers/heuristic/heuristic_list.html Steve Krug – Don’t make me think

References