Your website is a product, the purpose of which is to allow your visitors to buy your products or read your information. For that reason Craig wants to show how traditional product design principles can be used to help you design a website that converts more of your visitors into buyers. Craig joined Distilled in 2011 as an SEO consultant but now spends most of his time working with clients on CRO and analytics.

1. A product approach to CRO
CRAIG BRADFORD

2. Senior Consultant
Craig.bradford@distilled.net
@craigbradford
A product approach to CRO
CRAIG BRADFORD

3. Product Design

6. 80% of the success of CRO
is down to the discovery
phase.

7. 80% of the success of CRO
is down to the discovery
phase.
(I made that up)

8. Hint – Product designers are really
good at this part!

10. A Discovery Framework
@CraigBradfordCraig Bradford

11. Analyse the information
you’ve collected to identify
patterns and insights.

12. Error Analysis

14. The Distilled air conditioning

15. What if…

16. I use my email instead of my
username?

17. What if I press the back button during
checkout?

18. What if I need a refund?

19. Tip!
Use reverse goal path for
error analysis
Conversions > Goals > Reverse goal path

21. Of the top 10 conversion
paths…

22. 5 included visits to the T+C
page

23. 2 Included visits to the FAQ
pages

24. What are these people
looking for?

25. Enlist people’s participation to elicit
information relevant to your project

26. Extreme Interviews

27. 1 - Novices
2 - Experts

29. Ethn.io

30. Observe people to discover what they
do rather than what they say they do.

31. Your customers are liars!
Me!
@CraigBradfordCraig Bradford

32. Ask customers how they’d open one
of these…

33. They’ll say they’d use these

34. How they’d actually do it

35. Shadowing

36. Usertesting.com + Ethn.io

37. Fly on the wall

38. Clicktale

39. UXCam for app research

40. Create simulations to help empathise
with people and to evaluate proposed
designs.

41. Reduced mobiliy

42. Limited dexterity

43. Glaucoma simulation

44. Cataract simulation

45. Use role-play for digital empathy

46. • Time: You have six minutes to book a flight
to London. GO!
• Money: Find the best product X for under
$50.
• Product criteria: Find me a hotel that has a
spa and is dog-friendly.
• Technology restrictions: You're on a
mobile with a slow edge connection.
@CraigBradfordCraig Bradford

47. Key Takeaways
1. Treat your website like a product
2. Product designers are better at this than us
– steal
3. Download the IDEO design methods app for
inspiration
@CraigBradfordCraig Bradford

48. Thanks.
Any questions?
CRAIG BRADFORD
Craig.bradford@distilled.net
@craigBradford