Chris Dunn, Operations Director, FoundIt!

Dynamic UX & CRO Deployment

How to grow sales by up to 20% by focussing on product discovery.

More finding = More shopping

Add to basket

Checkout

We’re used to CRO focusing on the basket

Too many stages in our

basket

Are the buttons the right colour

Should we do 1 page

checkout? Too much data entry in

the form

Should we have guest checkout

Do they know where to go

Less than 5% of customers will make it this far.

Add to basket

Checkout

So lets look at the top of the funnel

Add to basket

Checkout

So lets look at the top of the funnel

Browse

This is where 95% of the action is.

One of the biggest customer complaints on

retail sites

Customers say they can’t find what they want?

Our customers quickly lose attention when scrolling, clicking, searching & filtering!

The more time on this, the less chance the product has of being found and purchased.

We assume our customers will muddle through, some do and some don’t!

Time spent in search/browse

CVR

%Conversion rates drop when we make it difficult!

So why is it so hard for customers to find what they want?

Main reasons why3

Choice overload1

Choice overload revealed

But don’t worry…..

Pagination to the rescue!

Ok never mind....how about filters then?

Choice overload:• Too much choice of product!• Too many ways to filter it!• Too much effort to browse!

We’ve buried our best options.2

What are the best options?

Unhelpful journey options within the prime customer view

Plenty of stock ordered filter options.

Do customers see them or even care?

According to customers, these are the best options?

����

This problem is not specific to dresses

though!

What does the data say?

A one size fits all approach to facet navigation

• Ignores what customers are looking for!• Leads to us burying our best bits!• Makes the customer work hard!

3. We didn’t think of that!

Henry is the 2nd most popular cleaner after Dyson!

Is it a ‘Henry’ or a ‘Numatic’ ?

Ignoring customer language & relying on product data to drive your experience…

• Ignores what customers are looking for!• Makes products impossible to find!• Leads the customer to presume you can’t

help!

Is it any wonder customers say they can’t find what they

want?

Now what?

Lets take “earrings”

What does the data say?

Perhaps we wouldn't lay out our store this way.

Diamond Earrings Gold Earrings Diamond Stud

Clip on EarringsGold Hoop EarringsStud EarringsSterling Silver EarringsWhite Gold EarringsWedding Earrings

Hoop EarringsSilver EarringsRose Gold EarringsPearl Earrings

Prioritise the best bits according to what customers want.

So what really happens when we do this?

Intent based navigation in action

Amara.com• Home furnishings retailer.• Over 40,000 SKUs.• Apx 300 Categories.• Over 300 Brands.• Many of the same problems

we’ve highlighted

Great site, strong range, doing everything right.

We placed intent based navigation on key journey points

We created the journeys that customers wanted

We placed it across mobile too

Those journey options became key for customers

152%…increase in conversions amongst users who had been on intent based journey versus a conventional one.

To deliver a 15% increase in site-wide conversion

1.10%

1.27%

Before After

A handful of well placed intent focused options, on each page of the site, trumped all other navigation, and grew conversion by 15.4%.

Great idea! lots of work!?

Great idea…lots of work!?

Lets focus on intent, and grow conversion!

#UXandCROdeepdiv

e

ANY QUESTIONS?

OPTIMISING ACCESSABILITY, RELEVANCY AND CONVERSIONS

UX & CRO: