1. Measure

2. Analysis?

3. Analysis?

4. Analysis?

5. And Reporters Report...

6. Site Conversion

7. & Single Access Pages

8. & Scenarios

9. & Scenarios

10. But Where Do They Tell You

11. But Where Do They Tell You

12. Two Ways To “Plan” Experience

13. Two Ways To “Plan” Experience

14. Two Ways To “Plan” Experience

15. Two Ways To “Plan” Experience

16. Buyer’s Behavior & Modeling
quot;Online retailers who go beyond using
traditional Web analytics data to truly
understand their customers' intentions,
perceptions and concerns will be rewarded
with higher conversion ratesquot;
eMarketer Senior Analyst Jeffrey Grau

17. Buyer’s Behavior & Modeling

20. Father of Modern Usability

21. Father of Modern Usability

22. Father of Modern Usability

23. Industrial Science is Production Focused

24. Business Science is People Focused

25. Where They “Fall” Out
96.9%?

26. Gravity?

27. Reconsidering Conversion
Conversion
X Point
X
Entry
Point

28. Conversion is a Process Not an
Event
Conversion
X Point
X
Entry
Point

29. Hierarchy of Optimization

30. Hierarchy of Optimization
Is it “user” friendly?
Can everyone access it?
Does it do what I need?

31. Hierarchy of Optimization
Does it feel natural and doesn’t “make
me think?”
Is it “user” friendly?
Can everyone access it?
Does it do what I need?

32. Hierarchy of Optimization
Do people really want and understand what
they are buying?
Does it feel natural and doesn’t “make
me think?”
Is it “user” friendly?
Can everyone access it?
Does it do what I need?

33. Secret to Conversion

34. It’s Not Just Removing Friction
For you to achieve your goals,
your visitors must achieve
their goals first.
Visitors are only concerned
with how they want to buy and
to what is relevant to them.

35. It’s Not Just Removing Friction
For you to achieve your goals,
your visitors must achieve
their goals first.
Visitors are only concerned
with how they want to buy and
to what is relevant to them.

36. So It’s About Momentum
Does your site stink?

37. Google On Relevance
quot;We provide strong
SCENT so users don't
lose time...quot;
Krishna Bharat, senior
-
research scientist at
Google

38. Google On Relevance
quot;We provide strong
SCENT so users don't
lose time...quot;
Krishna Bharat, senior
-
research scientist at
Google

39. No Scent? Momentum is Lost

40. No Scent? Momentum is Lost

41. No Scent? Momentum is Lost

42. No Scent? Momentum is Lost

43. No Scent? Momentum is Lost

47. Blueprint For Persuasive Momentum
1) Who are we trying to
persuade to take the action?
2) What is the action we want
someone to take? (Macro vs.
Micro)
3) What does that person need
in order to feel confident
taking that action?