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Paul Rouke's talk from Conversion Thursday London, looking at what is an extremely powerful yet very rarely used technique and approach that brands can use to deliver persuasive online user experiences
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@paulrouke
Pulp Fiction quotes to represent how we get people to do what we want them to...
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@paulrouke
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“Bring out the gimp”
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What is Usability and User Experience?
Maybe not.
How about...
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“A dog’s got personality,personality goes a long way”
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“A dog’s got personality, personality goes a long way”
by Paul RoukeHead of Usability & Conversion at PRWD
19th April 2012@ Conversion Thursday London
@paulrouke
I run the UK’s Leading North West Based Usability & Conversion Optimisation Consultancy
About Me
I provide public and in-house training for Econsultancy’s global clients including Tesco, O2 and Mothercare
I provide services to help brands improve their website conversion rate
•Usability testing (moderated & remote)•Expert evaluations•Usability training•In-house consultancy•Conversion rate optimisation
@paulrouke
PRWD Clients IncludeBrands I work with include...
@paulrouke
Why users actually do what we want them to
Case study
Summary
Session overview
@paulrouke
What is Usability and User Experience?
Why users actually do what we want them to...
@paulrouke
They trust the website owner
@paulrouke
The website is being transparent
@paulrouke
They aren’t presented with perceived barriers to entry
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The design is professional, consistent and user friendly
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They are able to focus on what they are there for
http://www.flickr.com/photos/karen_roe/4417259305/sizes/o/in/photostream/
@paulrouke
Other people have already done it and are ‘mostly’ happy
http://www.flickr.com/photos/carla777/1039697509/in/photostream/
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The company they are considering engaging with demonstrates they have a personality
http://www.flickr.com/photos/carla777/1039697509/in/photostream/
@paulrouke
Why users do what we want them to
Case study
Summary
Session overview
@paulrouke
What is Usability and User Experience?
“you can see her and her team are bat-shit insane but totally understand their business and their customers”
@paulrouke
What is Usability and User Experience?
@paulrouke
What is Usability and User Experience?
“Assuming you can fulfil the service or goods supply that you offer, the biggest thing to get right is simply to emotionalise your offering”
@paulrouke
@paulrouke
What is Usability and User Experience?
“It is about gaining trust and then providing a way to deliver a 100% digital service, while remaining personal.”
@paulrouke
@paulrouke
@paulrouke
What is Usability and User Experience?
“you can see her and her team are bat-shit insane but totally understand their business and their customers”
@paulrouke
WTF is all this about!
@paulrouke
What is Usability and User Experience?
To see how Lings Cars persuades visitors to buy, visit
http://bit.ly/batshitinsane
The comments are well worth reading too
@paulrouke
Why users actually do what we want them to
Case study
Summary
Session overview
@paulrouke
Summary
@paulrouke
Websites should try and empathise with
their visitors to deliver a more persuasive user
experience
@paulrouke
Connect with me
http://uk.linkedin.com/in/paulrouke
Office:+44 (0)161 228 0585
Mobile:+44 (0)7739 745 126
Email:paulrouke @ prwd.co.uk
Web:http://www.prwd.co.uk
PRWD22 Lever StreetManchesterM1 1EAUnited Kingdom
http://twitter.com/paulrouke
@paulrouke
Thankyou for listening to “A dog’s got personality,
personality goes a long way” by Paul Rouke
Slides and usability & conversion best practice available here:
http://bit.ly/CROresources
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