retail ux: increasing online sales

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WhatUsersDo Retail Breakfast Briefing 15 OCT 2014 Haymarket Hotel, London

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Three How-To's for retailers that will increase online sales. From the WhatUsersDo Breakfast Briefing held in London in October 2014.

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Page 1: Retail UX: increasing online sales

WhatUsersDoRetail Breakfast Briefing

15 OCT 2014

Haymarket Hotel, London

Page 2: Retail UX: increasing online sales

Agenda Introductions Practicology Usability Report Highlights 3 x How-To’s that will increase online sales: How to ensure RWD does not kill conversions How to get beyond the limitations of AB Testing tools, like schuh How becoming user centred increased AO.com sales by 9.5%

What it all means

Page 3: Retail UX: increasing online sales

IntroductionsLee DuddellFounder & Director of UX

Page 4: Retail UX: increasing online sales

Three How-To’s•200K+ User Experience videos•From E-commerce Directors, CRO Experts and UX Managers at our clients:

Page 5: Retail UX: increasing online sales

Three How-To’sHow to ensure RWD does not kill conversions, like 75% of retailers How to get beyond the limitations of AB Testing tools, like schuh How becoming user centred increased AO.com sales by 9.5%

Page 6: Retail UX: increasing online sales

1. RWD is killing conversions ~ 25% incoming sales calls start with “We just applied RWD and conversions are down…” Mobile Usability Report: 15 leading UK retailers 75% had severe UX issues (despite all being responsive designs)

Page 7: Retail UX: increasing online sales

Case Study: UK retailer

Page 8: Retail UX: increasing online sales

How-to prevent RWD killing conversions Multi Device testing during development, on staging or even post launch Have mobile users access using 3G; Desktop & Tablet using home WiFi BOSS REALITY CHECK: “We’re not delaying launch”

Online Webinar: 3 Learnings from the Mobile Usability Report

Page 9: Retail UX: increasing online sales

2. AB Testing limits performancePr

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Page 10: Retail UX: increasing online sales

Why the plateau? Your instinct is right on your first experiments You chose high impact areas A variant effectively addressed an underlying issue

But you should not rely on instinct moving forward, because You’ll be prioritising your testing programme on guess work and not what will have the

greatest impact on UX Even if you’re working the right areas, you’re limited by the skills and abilities of your

design team to design the right variant that addresses the root cause (even though you might see improvement)

You might never be learning and limiting the replicability of you success

Page 11: Retail UX: increasing online sales

Online Bill• 4 new bill variants• About to Test (but knew they were guesses)• UX Benchmarked bill variants• Created Variant 5• That won when AB Tested• “We never would have come up with the winning variant, but would have seen uplift, thinking we’d got it right”

Case Study: British Gas

Page 12: Retail UX: increasing online sales

How-to improve AB Testing performance Combine insight from UX Tests on key user journeys with analytics data to prioritise your programme Ensure you’re actually fixing the root cause by UX testing your design variants pre-AB Test Share your learnings of WHY one variant beat another so

you can replicate

Nielsen Norman Article: Define Stronger A/B Test Variations Through UX Research

Page 13: Retail UX: increasing online sales

3. How AO.com increased sales Like you they had a development list/product roadmap Based upon hunches and opinion Prioritised by HiPPOs

Page 14: Retail UX: increasing online sales

User eXposure Matthew Lawson insisted everyone watch users buy white goods On their site, on competitors’ sites, starting at Google

Listed the top issues and re-wrote the development list In a few months made changes that: Increased online sales by 9.5% Reduced contact by 33% Increased engagement (product reviews) 12%

Econsultancy article: How AO.com improved its product pages

Page 17: Retail UX: increasing online sales

Re-cap How to ensure RWD does not kill conversions How to improve AB Testing performance How to increase online sales like AO.com

Page 18: Retail UX: increasing online sales

“My sickness is that I’m fascinated by human behaviour, by what’s underneath the surface, by the worlds inside people.”

-- Johnny Depp