#EcomSW

Finding weaknessesand increasing sales

October 20th 2016

#EcomSW

Paul Randall @paulrandall

#EcomSW

Who am I? - Senior UX Architect at Evosite

- 10 years online design and development experience

- Make things easier for people to use - Improve and optimise user experiences

#EcomSW

No CRO nonsense!

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Why are the visitors here?

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Let them reach their end goal

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Increase conversions &

generate sales

Improve usability

& customer experience

#EcomSW

Key business metrics

Sales revenue

Profit and loss

Gross margin

Cost of customer acquisition

Customer loyalty and retention

Operating productivity/costs

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Primary website goals

Conversions

Form submissions

Downloads

Traffic

Sources

Bounce rate

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Secondary website goals

Clicking a button

Watching a video

Browsing the navigation

Searching

Rating a product

Choosing a product size/colour

Form errors

Social shares

Carousel interaction

Viewing alternative products

Filtering a search list

Calculating delivery cost

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Information overload!

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Data vs. Insights

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“Measure what matters, make better decisions”Douglas W. Hubbard

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Everyone has a similar (but different) reason

No two visitors are the same, but they can be alike

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bit.ly/bounceratereport

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High traffic, with high bounces

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Beat your own targets

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What’s the cause?

Too expensive?

Missing information?

Decent imagery?

Poor product reviews?

Unsuitable alternatives?

Not in stock?

Time to validate the cause...

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“Creativity is the last legal unfair advantage over the competition”

Dave Trott

#EcomSW 5,008

#EcomSW 511,108

#EcomSW 801,115

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Inspect in detail

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DesktopMobileScroll maps

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Mouse movements

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5.10 secs

13.26 secs

4.27 secs (with 25% re-filling this field*)

5.62 secs

6 out of 7 people opted out

Form interaction

* Refilling this field appears to be due to the business field autocompleting once they have clicked away.

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#EcomSW "It now says Wood (38). It definitely said Wood (1) earlier."

#EcomSW"My main complaint would be that popup window saying

'Do I need help?'. I really would like that to go."

#EcomSW“Dedicated travel page is linked back to the same

FAQ page and doesn't provide any more help.”

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What you can discover...

Development bugs

Missing/broken links

Broken functionality

Browser inconsistencies

Annoying behaviours

Livechat pop-ups

Exit-intent overlays

Visitors missing content

Blocks of text hiding key info

Content ‘hidden’ in accordions

‘Skimmers’ not reading text

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Build up a picture

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Understand the people behind the purchase

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Make insights easy to digest

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Usability is an impartial voice

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Success metrics

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A/B testing

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Testing a navigation? Use Treejack from Optimal Sort

Find the right testing method

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Measure what matters

Track key events and interactionsIdentify poorly performing pages and understand user behaviour

Analytics segmentation, heatmaps, scrollmaps and page interactions

Usability studiesTest and measure variations

Be creative! Define the problem and the possible solution

Always refer to your website goals

A (repeatable) recipe for measurable improvements

#EcomSW

Paul Randall @paulrandall

paul.randall@evosite.co.uk

Thank you for your time

#EcomSW