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Customer-centric websites
Paul Randall @paulrandall
Who am I? - Senior UX Architect at Evosite
- 10 years online design and development experience
- Make things easier for people to use
- Improve and optimise user experiences
Why are the visitors here?
Let them reach their end goal
Increase conversions &
generate sales
Improve usability
& customer experience
Key business metrics
● Sales revenue
● Profit and loss
● Gross margin
● Cost of customer acquisition
● Customer loyalty and retention
● Operating productivity/costs
Primary website goals
● Conversions
● Form submissions
● Downloads
● Traffic
● Sources
● Bounce rate
Secondary website goals
● Clicking a button
● Watching a video
● Browsing the navigation
● Searching
● Rating a product
● Choosing a product size/colour
● Form errors
● Social shares
● Carousel interaction
● Viewing alternative products
● Filtering a search list
● Calculating delivery cost
Information overload!
Data vs. Insights
“Measure what matters, make better decisions”
Douglas W. Hubbard
Everyone has a similar (but different) reason
No two visitors are the same, but they can be alike
bit.ly/bounceratereport
High traffic, with high bounces
Beat your own targets
What’s the cause?
● Too expensive?
● Missing information?
● Decent imagery?
● Poor product reviews?
● Unsuitable alternatives?
● Not in stock?
Time to validate the cause...
“Creativity is the last legal unfair advantage over the competition”
Dave Trott
5,008
511,108
801,115
Inspect in detail
DesktopMobileScroll maps
Mouse movements
5.10 secs
13.26 secs
4.27 secs (with 25% re-filling this field*)
5.62 secs
6 out of 7 people opted out
Form interaction
* Refilling this field appears to be due to the business field autocompleting once they have clicked away.
"It now says Wood (38). It definitely said Wood (1) earlier."
"My main complaint would be that popup window saying 'Do I need help?'. I really would like that to go."
“Dedicated travel page is linked back to the same FAQ page and doesn't provide any more help.”
What you can discover...
● Development bugs
○ Missing/broken links
○ Broken functionality
○ Browser inconsistencies
● Annoying behaviours
○ Livechat pop-ups
○ Exit-intent overlays
● Visitors missing content
○ Blocks of text hiding key info
○ Content ‘hidden’ in accordions
○ ‘Skimmers’ not reading text
Build up a picture
Understand the people behind the purchase
Make insights easy to digest
Usability is an impartial voice
Success metrics
A/B testing
● Testing a navigation? Use Treejack from Optimal Sort
Find the right testing method
● Measure what matters
○ Track key events and interactions
● Identify poorly performing pages and understand user behaviour
○ Analytics segmentation, heatmaps, scrollmaps and page interactions
○ Usability studies
● Test and measure variations
○ Be creative! Define the problem and the possible solution
○ Always refer to your website goals
A (repeatable) recipe for measurable improvements
whatusersdo.com/evosite
