7. Turning anxiety in to delight
ANXIETY EFFORTLESS DELIGHT!
RESOLUTION
Google Confidential and Proprietary
8. Turning anxiety in to delight
= Anxiety
Google Confidential and Proprietary 8
9. Online it’s a level playing field, customers hold
the cards
Google Confidential and Proprietary 9
10. “The expectation of today’s savvy online user is
that it should be easy, it should be convenient
and it should be better than a face-to-face
experience; that’s what we’ve strived for.”
Catherine Palmieri,
Managing Director, Citibank.com
Google Confidential and Proprietary 10
Source: http://www.cashedge.com/pressRoom/news_070104_bst.html
11. Focusing on Auto-Buyers Anxiety
• How do they feel during the buying process?
• Are they delighted with their online experience?
Google Confidential and Proprietary 11
12. The lead up to the purchase was typically exciting
30-45 year old Males
“I knew instantly as soon as I
saw my car… It was that happy
feeling… I knew it was the right
one.”
Male, 30-45
30-45 year old Females
Google Confidential and Proprietary
13. But it was also confusing and stressful…
25-35 year old Females
40-55
Luxury Car
Buyers
35-45 year old Females
Google Confidential and Proprietary
15. Focus, caution & research eased their anxieties
35-45 year old Females
30-45 year old Males
Google Confidential and Proprietary
16. Put yourself in the buyer’s shoes
Main Anxiety is Safety
Mothers want information
on safety ratings
Google Confidential and Proprietary 16
17. Where do they go to get this information?
3rd Party
websites where
they can
compare your
model against
others.
You have lost
them, they’ve left
your shop!
Google Confidential and Proprietary 17
18. Another example, finding out what other
buyers think – The growth in user forums
Google Confidential and Proprietary 18
19. Buyers rely on user reviews
Google Confidential and Proprietary 19
20. Delight fades
• Online expectations are evolving fast
Google Confidential and Proprietary 20
21. A good example, booking flights online
Google Confidential and Proprietary
22. This no longer passes muster
Google Confidential and Proprietary 22
23. Honda UK have done a good job
Google Confidential and Proprietary 23
25. OK, so we’re not
exactly delighting our
users.
But is it really so bad?
After all, the product
is the main thing.
Our website is only
one of several
channels we use…
Google Confidential and Proprietary 25
26. The price of failing to delight
Google Confidential and Proprietary 26
31. Audit your site and measure its performance
Hire a UX Expert
Ask Friends Family
to test and critique They can get you
your site 80% of the way
Website optimiser Conduct
Web analytics usability labs
Google Confidential and Proprietary 31
32. User Anxiety = Golden Opportunity
• Look for points of anxiety
• Pick one to fix now and fix it completely
• If possible, find solutions that are
effortless, personal, clever, superior
• Measure ROI through word of mouth as well as leads:
net promoter score, online chatter, surveys
• Remember that delight fades away:
listen, learn, test, measure, delight again
Google Confidential and Proprietary 32
33. “Focus on the user and all
else will follow”
Google Confidential and Proprietary 33