Improving Conversion with Use Cases

Use Cases: Getting the Right People Through

the Right Activities with Ease

Brian Lewis

Director of Optimization

Site Tuners

brian@sitetuners.com

619-223-8020

Follow me @ImAnonymous

Use Cases • Why they’re important

• What they are

• How to create

• Evaluating your site with Use Cases

What We’re Going to Discuss

Aesthetics

Usability Context

Appropriate

Marketing

Aesthetics

Usability Context

Appropriate

Marketing

What Are

Use Cases

Use Cases

Represent an important or common task that your visitors will be trying to accomplish

Roles of your visitors

Tasks or goals of your visitors

Tasks

Tasks

Tasks

Roles

Roles

Roles

+

+

+

• Who they are

• What’s important to them

• Level of knowledge

• Where they’re coming from

• Their style – habitual, impulse, research

Role Influencers

• Awareness

• Interest

• Desire

• Action

Task Stages

Cognitive or Learning

Affect

Behavioral

4 Task Stages

“Pre-research” on product or service

Early Research

Research on Company’s advantage

Browsing

Detailed research

Price comparison

Ready to buy

Task Stages

Awareness

Interest

Interest

Interest

Desire

Desire

Action

Task Task Stage

2-Step Use Case Process

Constructing your use cases

Evaluating site based on the use cases

Tips for Constructing Use Cases

• Get Sales, Marketing, Customer Service involved

• Use your analytics

• Look at your competitor sites

• Consolidate similar use cases

• Write up in a format: Summary and specific intent

Use Case 1

Couple who’s never been on a cruise wants

to see if it’s the right type of getaway

Specific Task & Intent: Soon to be married couple is

researching honeymoon options & wants to learn about cruises.

• Looking for cruises that are designed as romantic getaways

• Wants to see various price ranges

• Needs to read reviews and experiences from other honeymooners

• Wants to learn about typical amenities and activities on ship

• Put the blinders on and remove all previous biases

• Document every step including how you’d feel

• Write the analysis in a narrative format

• Be a little more forgiving than a typical visitor

• Assign a letter grade to each Use Case

Evaluating Your Site with Use Cases

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Use Case 3

• Patient lands on this page after searching the phrase “heart

valve surgeons” in Google.

• She feels comfortable she’s on a page relevant to her needs

after glancing at the images of doctors in the banner, and

reading the banner headline.

• She becomes a bit confused though when scanning the logo

and tagline. She wonders if the surgeon directory is only

available in a book she must purchase.

• She then reads the headline “Free Heart Valve Surgeon

Directory” and becomes reassured.

• Scrolling down to the lime green box, she notes that searches

are available by geographic location – an important feature, as

she’d prefer not to travel too far.

• Not sure what the video is about or why she should watch,

she skips down to click the “Start Search” button.

Evaluation Criteria

• Effectiveness: Successfully accomplish tasks

• Efficiency: Quickly accomplish tasks with ease

• Satisfaction: Enjoy the experience

More Evaluation Criteria

• Error frequency, severity and recovery

• Reusability

Use Case Examples

Use Case Example #1

Couple who’s never been on a cruise wants

to see if it’s the right type of getaway

Specific Task & Intent: Soon to be married couple is

researching honeymoon options & wants to learn about cruises.

• Looking for cruises that are designed as romantic getaways

• Wants to see various price ranges

• Needs to read reviews and experiences from other honeymooners

• Wants to learn about typical amenities and activities on ship

What’s their goal?

Use Case Example #2

Couple looking to book a bargain cruise

Specific Task & Intent: Retired couple looking to take advantage

of bargain priced last minute available cabins and are ready to

book if they can find a great deal.

• Departure date and length of travel are flexible

• Open to most destination and cruise lines

• They are very experienced with cruises

• Prefer ship with handicapped accessibility, disabled-friendly cabins

What’s their goal?

Use Case Wrap-Up

Improve Conversion by:

1. Getting into the heads of your visitors

2. Identify role influencers and task stages

3. Play the role and critique your site

4. Implement structured program to act from insights

5. Blow up what you have and redo your site

Thanks!

Brian Lewis

Director of Optimization

Site Tuners

brian@sitetuners.com

619-223-8020

Follow me @ImAnonymous

Use Cases: Getting the Right People Through

the Right Activities with Ease