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Improving Conversion with Use Cases
1. 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
2.
3. What We’re Going to Discuss
Use Cases
• Why they’re important
• What they are
• How to create
• Evaluating your site with Use Cases
9. 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
11. Role Influencers
• Who they are
• What’s important to them
• Level of knowledge
• Where they’re coming from
• Their style – habitual, impulse, research
13. Task Stages
Task Task Stage
“Pre-research” on product or service Awareness
Early Research Interest
Research on Company’s advantage Interest
Browsing Interest
Detailed research Desire
Price comparison Desire
Ready to buy Action
14. 2-Step Use Case Process
Constructing your use cases
Evaluating site based on the use cases
15. 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
16. 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
17. Evaluating Your Site with Use Cases
• 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
22. 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
24. 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
27. 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
28. Use Cases:
Getting the Right People Through
the Right Activities with Ease
Thanks!
Brian Lewis
Director of Optimization
Site Tuners
brian@sitetuners.com
619-223-8020
Follow me @ImAnonymous