What Users Do
Download as PPTX, PDF0 likes138 views
The document discusses how user experience (UX) testing can help companies improve online sales. It recommends setting tasks for test participants to complete on a website while watching their videos to identify areas of frustration. UX testing can help validate new features, optimize marketing costs by observing user searches, and settle internal debates. The document provides examples of companies that saw increased online sales and conversion rates after removing friction points discovered in UX testing. It encourages readers to try UX testing for free and provides five tips to increase sales, such as ensuring the returns policy page is easy to understand and mining search logs to improve relevant content.
What Users Do
- 1. How to sell more by UX Testing
- 2. Barend Faber Senior Customer Success Manager WhatUsersDo ● UX Testing is easy ● Why you should bother ● How it’s worked for others ● How to do it tomorrow (free) ● Bonus: 5 tips to sell more Agenda
- 4. Set tasks for people to follow on your site ● Find a product you would genuinely buy and add it to your basket 1
- 5. 2 Choose people to take part ● Demographics ● Device – Desktop, Tablet, SmartPhone ● Custom screener
- 6. Watch videos ● As they attempt tasks ● Saying what they’re thinking ● To find out where they struggle 3
- 7. Why bother? 1. Improve online sales by identifying (and then removing) user friction 2. Stop wasting time guessing at what to improve on your site 3. Reduce the cost of avoidable contact
- 8. Why bother? 1. Validate new features, products and pricing 2. Optimise marketing costs – watch users search 3. Take the best from your competitors
- 9. Why bother? 1. Settle internal arguments with the “customers voice” 2. Prioritise your roadmap around users needs / wants 3. Get closer, closer closer
- 10. Just like these 5
- 11. HALVED BOUNCE RATE + 18% ONLINE SALES BETTER PPC RETURN TESTING REVEALED HOME PAGE PROBLEMS
- 12. INCREASED SALES STOPPED WASTING TIME AND EFFORT GUESSING WHAT USERS NEED TESTED TO IDENTIFY AND REMOVE USER FRICTION
- 13. INCREASED SALES STOPPED WASTING TIME AND EFFORT GUESSING WHAT USERS NEED TESTED TO IDENTIFY AND REMOVE USER FRICTION
- 14. +25% CONVERSION RATE +115% REVENUE TESTED MOBILE PURCHASE & NEWSLETTER JOURNEYS
- 15. Good news: none of the changes were massive.
- 17. Bonus! 5 Tips to increase Sales…
- 18. If you don’t have a phone number say why1
- 19. 2 Treat your Returns Policy as a high converting page ● Easy to find: link on PDPs and throughout checkout ● Easy to understand: not written by a lawyer
- 20. 3 Mine your search logs ● Take the top 20 on-site search terms and ensure the relevant product or categories are displayed on your Home Page ● Search can show you what many users can’t find when they land
- 21. 4 Squint your eyes ● Look at each of your top 10 landing pages ● See if anything on the page looks a like an ad ● Change its design so it doesn’t (to stop people ignoring it)
- 22. 5 Is your cookie message dominating your mobile home page? ● Reset your mobile cookies ● Shorten or move the cookie message for mobile devices
- 23. Five Tips 1. No phone? Say why. 2. Returns Page converts 3. Mine search logs 4. Squint to remove “ads” 5. Cut mobile cookies
- 24. Barend Faber Senior Customer Success Manager WhatUsersDo ● UX Testing is easy ● Why you should bother ● How it’s worked for others ● How to do it tomorrow (free) ● Bonus: 5 tips to sell more I set out to
- 25. Try it for yourself: whatusersdo.com/screen-pages
Editor's Notes
- #12: Any Old Lights are a small online retailer with a single shop in Cornwall. They sell reclaimed lights. Testing showed they needed to make it much easier to start shopping online. Some small Home Page changes dramatically improved their conversions (and meant their PPC spend was more effective too).