Reduce Product Failures While Boosting Conversion Rates

1

An educational program co-sponsored and supported by UserZoom and User Experience Professionals Association.

Reducing Product Failure While Boosting Conversion Rates

with Peter Hughes

Join now at www.uxpa.org for member-only pricing

UXPA Seattle Conference 2016 May 31 – June 3 uxpa2016.org

2

Rapidly Test Usability & Measure UXUserZoom is the All-in-One UX Research Platform for the Data-Driven Enterprise

3

• Worksheet is available at ascest.com/UXPAWorksheet

• Chat box is available if you have any questions

• Look out for quick poll questions

• There will be time for Q&A at the end

• We will be recording the webinar for future viewing

• All attendees will receive a copy of the slides/recording

• Continue the discussion using #UZWebinar

Quick Housekeeping

4

Questions

Need more info?Get answers about UserZoom. We are here to help. Talk with one of our knowledgeable staff.

Contact us

UserZoom10 Almaden Boulevard, Suite 250San Jose, CA 95113

Toll free number: (866) 599 1550

www.linkedin.com/company/userzoom@UserZoomFollow us

Peter Hughes

Founder & CEO of :

Find out more at UXInterviewSecrets.com

UX Research & Usability TestingBootcamps + Workshops + Coaching ascest.com

peter@ascest.com (646) 942 2929

• Develop your UX research skills

• Self-paced learning tools

• Low cost

• Corporate training services

• Bring your UX research in-house

Reducing Product Failure While Boosting Conversion Rates

by Peter Hughes

8

Digital product importance?

How important are digital products to your company?

9

Conversion satisfaction

How happy are you with your conversion rates?

10

rFail to deliveCredit: 2011 Peter Hughes – All rights reserved

Upsell rate

Customer service cost reduction

Sales

Product location time

Registration completionRepeat visits

Operational

efficiency

Order size

Related content clicks

Conversion Metrics

12

5%Imagine if …

13

$10,000 s$100 s $1,000,000 s

14

Learn techniques

Fits any budget & plan

16

oOPsMy pro tips

17

23

Product Value Sequence

1

18

12

3Product Value Sequence

Relevance

19

1

3Product Value Sequence

Engagement

20

12

Product Value Sequence

Satisfaction

Sightseeing planning

Credit: Michael Gray - CC BY SA 2 - - creativecommons.org/licenses/by-sa/2.0/

22

Sightseeing planning

• Just moved to Big Apple

23

Sightseeing planning

• Just moved to Big Apple

• Never been to Metropolitan Museum

24

Sightseeing planning

• Just moved to Big Apple

• Never been to Metropolitan Museum

• Plan trip for family and friends

25

Congratulations! You have been selected to receive a

FREE Family Membership and a $100 Store Certificate. Click here to obtain your

gift now

26

Did you see useful options or information for planning your visit?

Did you see the special offer?

27

28

Congratulations! You have been selected to receive a

FREE Family Membership and a $100 Store Certificate. Click here to obtain your

gift now

Congratulations! You have been selected to receive a

FREE Family Membership and a $100 Store Certificate. Click here to obtain

your gift now

29

Did you correctly identify the offer?

30

Well done !

31

Congratulations! You have been selected to receive a

FREE Family Membership and a $100 Store Certificate. Click here to obtain your

gift now

Do they recognize the solution that you offer?

Do they understand?

Can they find it?

32

Check your alignment

5 Second Test

1. Take screenshot

5 Second Test

1. Take screenshot 2. Show 5 seconds to target

customers

5 Second Test

1. Take screenshot 2. Show 5 seconds to target

customers 3. Ask prepared questions

5 Second Test

1. Don’t explain

5 Second Test

1. Don’t explain 2. Multiple screens – different

questions

Basic Usability Test

1. Determine test goals

Basic Usability Test

1. Determine test goals 2. Create tasks & prep screens

Basic Usability Test

1. Determine test goals 2. Create tasks & prep screens 3. Locate target audience

Basic Usability Test

1. Determine test goals 2. Create tasks & prep screens 3. Locate target audience 4. Read tasks

Basic Usability Test

1. Determine test goals 2. Create tasks & prep screens 3. Locate target audience 4. Read tasks 5. Watch what happens. Listen…

Basic Usability Test

1. Determine test goals 2. Create tasks & prep screens 3. Locate target audience 4. Read tasks 5. Watch what happens. Listen… 6. Look for patterns

Basic Usability Test

5 Second TestBasic Usability Test

1. Don’t give clues (Outcome, not how)

5 Second TestBasic Usability Test

1. Don’t give clues (Outcome, not how)

“You want to buy a hiking boot, and not spend more than $100. You go to Bestshoesintheworld.com and browse the men’s section for suitable options by filtering your initial category selection.”

5 Second TestBasic Usability Test

1. Don’t give clues (Outcome, not how)

“You want to buy a hiking boot, and not spend more than $100. You go to Bestshoesintheworld.com and browse the men’s section for suitable options by filtering your initial category selection.”

BAD!

5 Second TestBasic Usability Test

1. Don’t give clues (Outcome, not how)

“You need a pair of waterproof hiking boots, and don't want to spend more than $100. You go to BestShoesInTheWorld.com and land on the following page. What would you do?”

5 Second Test

1. Don’t give clues (Outcome not how) 2. Test early

Basic Usability Test

Test earlyCredit: 2015 Peter Hughes – All rights reserved

Paper Prototyping Apple Watch App Concept

#2 – Reduce Development Costs

Cost of changes

Cost

Time

Cost of changes

Cost

Time

Content Test

Credit: Samuel Mann - CC BY 2 - creativecommons.org/licenses/by/2.0/

1. Print primary content screens

Content Test

1. Print primary content screens 2. Place prints in folder

Content Test

1. Print primary content screens 2. Place prints in folder 3. User highlights valuable info

Content Test

1. Print primary content screens 2. Place prints in folder 3. User highlights valuable info 4. User locates same info online

Content Test

1. Adobe Acrobat Pro can print whole websites

Content Test

1. Adobe Acrobat Pro can print whole websites

2. Remove any URLs or path info

Content Test

Expert vs Novice Test

Credit: George P. Macklin - CC BY SA2 – creativecommons.org/licenses/by-sa/2.0/

1. Interview best customers

Expert vs Novice Test

1. Interview best customers 2. Create tasks

Expert vs Novice Test

1. Interview best customers 2. Create tasks 3. Locate target customers

Expert vs Novice Test

1. Interview best customers 2. Create tasks 3. Locate target customers 4. Assign same tasks

Expert vs Novice Test

1. Interview best customers 2. Create tasks 3. Locate target customers 4. Assign same tasks 5. Note variations

Expert vs Novice Test

1. Interview best customers 2. Create tasks 3. Locate target customers 4. Assign same tasks 5. Note variations

Expert vs Novice Test

1. Interview best customers 2. Create tasks 3. Locate target customers 4. Assign same tasks 5. Note variations 6. Show intended paths

Expert vs Novice Test

72

23

Product Value Sequence

1Relevance

Engagement

Satisfaction

Top 5 Tips

Credit: Lara604 - CC BY SA2 – creativecommons.org/licenses/by-sa/2.0/

Will it work ?

Credit: Matt Brown - CC BY 2 – creativecommons.org/licenses/by/2.0/

Don’t explain

Credit: Petras Gagilas - CC BY SA2 - creativecommons.org/licenses/by-sa/2.0/

Ask them to show you

Ask them to show youCredit: Dave Catchpole - CC BY 2 - creativecommons.org/licenses/by/2.0/

Customer leads

Credit: Julien GONG Min - CC BY 2 - creativecommons.org/licenses/by/2.0/

Things go wrongCredit: Kelly Nighan - CC BY SA2 - creativecommons.org/licenses/by-sa/2.0/

80

Feeling overwhelmed?

Peter Hughes

Founder & CEO of :

Find out more at UXInterviewSecrets.com

UX Research & Usability TestingBootcamps + Workshops + Coaching ascest.com

peter@ascest.com (646) 942 2929

• Develop your UX research skills

• Self-paced learning tools

• Low cost

• Corporate training services

• Bring your UX research in-house

82

Thank you !