Guided Selling - An Introduction and User Study Results
- 1. boston upa Guided Selling INDEPENDENT STUDY RESULTS AND BEST PRACTICES Prepared by: Michael Hawley – VP Experience Design May 26, 2009
- 3. boston upa What Is Guided Selling? Definition • A process to educate consumers about a set of complex products or services • Needed where consumers need support to make an informed selection • More than presentation of list of options or features; a conversation or dialog • Similar to in-person interaction with helpful salesperson Process • Lead a consumer through a set of questions that assess their values, intended usage and knowledge of a particular category • Use information to direct consumer to product selections that meet their needs 3
- 4. boston upa Guided Selling is Not Faceted Navigation or Filtering 4
- 5. boston upa What Did We Do? Goal • Conduct independent study to assess strengths and weaknesses of various guided selling tools to learn best practices and inform future design decisions Sample Research Questions • To what extent do we need to show results narrowing through interaction? • How are video, audio and other multimedia best used? • Are progress indicators necessary? If so, how should they be displayed? • Do users need the ability to go back in the interaction? If so, how? • How should suggestions or “results” be displayed? • Are there circumstances where guided selling works best? 5
- 6. boston upa Research Method 1: One-on-one Task-based Comparative Usability Test Methodology Triading • Six different guided selling applications, each • Qualitative interview participant interacts with three technique that reveals • 15 participants, sequence of sites randomized to constructs prevent order bias • Elicits attributes that are important to users in their • Mix of age groups, gender, online proficiency vocabulary • Think-aloud protocol during task-based • Researcher asks the interaction with each site participant to identify how • Participant “Triad” comparison of three sites two of the three examples are different from the third 6
- 7. boston upa Triading Example “Identify how two of the three examples are different from the third.” 7
- 8. boston upa Research Method 2: Unmoderated Interaction and Feedback Methodology Sample Tasks/Questions • Online, unmoderated participant interaction with 1. While answering each site questions, what did you • 20 participants interacted with each site, 120 like? and dislike? participants total 2. While viewing the results, what did you • Tasks and follow up questions informed by like? and dislike? results of one-on-one study 3. What aspect of the tool • Specific probing questions for each site confused you? • Qualitative interpretation of participant feedback 4. What about your experience with this tool stands out? 5. What would improve this tool? 8
- 9. boston upa Sites We Tested Air Conditioners Running Shoes Laptops Mortgages Gifts Life Insurance 9
- 10. boston upa Findings and Implications 10
- 11. boston upa Perceived Speed Most Important Navigational Factor Findings • Progress indicators helpful but not main focus – especially for “branched” modules • Add ability to leave guided module • Support “pageless” design to increase perceived speed and indicate learning experience • Support replay of audio enabled sections • Maintain consistency for changing answers after “results” page • First focus visitor on questions rather than result set 11
- 12. boston upa Use Video with Caution, Leverage Audio to Enhance Experience Video • Video very polarizing, large impact on brand perception • Low quality video production can appear gratuitous and unnecessary • Spokesperson video = marketing? • Multimedia learning modules helpful Audio • Obvious control for audio “That’s an ill-fitting suit” • Elaborate on text, but text only should suffice 12
- 13. boston upa Valid Questions and Responses Key to Module Success Findings • Present consequence of response in question context • Give ability to skip question if responses don’t apply • Add visual options if appropriate to aid comprehension and increase ease of use • Provide mutually exclusive responses where appropriate 13
- 14. boston upa Valid Questions and Responses Key to Module Success 14
- 15. boston upa Build Trust by Recognizing Brand Position and Adapting Accordingly Findings • High degree of skepticism for guided selling modules for “own-brand” products • Cross-brand aggregators have higher inherent credibility • Increase trust by showing tradeoffs and impact of question responses • Present rationale and options for “results” pages that recommend most expensive options 15
- 16. boston upa Build Trust by Recognizing Brand Position and Adapting Accordingly 16
- 17. boston upa Build For Learning, Finding, or Recommending Learning Finding Recommending • Branching based • Speed, • Personalized but on visitor needs navigational not overly • Explaining and flexibility and personal education within indication of • Highly dependent context of progress on result set experience • Need for filtering • Success with • High degree of and narrowing higher numbers personalization post results of results • Interactive “sales” • Research and experience reviews 17
- 18. boston upa For Learning Experience, Give Control of Pace Findings • Options to progressively learn and branch OK, in fact, helpful • Multi-media less effort for learning than reading • User research and personas can inform learning levels 18
- 19. boston upa Give Visitor Control of Learning Experience 19
- 20. boston upa “Results” Page: Be Mindful of Visitor Stage Awareness Consider Preference Purchase Retention • Offer value and • Feature-based build personal comparisons relationship • Clear, intuitive • Printed or conversion path emailed • Highlight collateral, online differentiators bookmarks, etc. • Add-ons and cross sells 20
- 21. boston upa “Results” Page: Be Mindful of Visitor Stage 21
- 22. boston upa “Results” Page: Show Impact of Responses Findings • End results should indicate impact of responses • Men gravitate towards comparison charts • Consider number of results depending on domain 22
- 23. boston upa Summary Findings • Perceived Speed Most Important Navigational Factor • Use Video with Caution, Leverage Audio to Enhance Experience • Valid Questions and Responses Key to Module Success • Build Trust by Recognizing Brand Position and Adapting Accordingly • Build For Learning, Finding, or Recommending • For Learning Experience, Give Control of Pace • Show Impact of Responses on “Results” Page 23
- 24. boston upa Thank You Documentation Have a question? • Results and full presentation slides: Michael Hawley http://www.madpow.net mhawley@madpow.net @hawleymichael 603-436-7177 24