Paul Rouke's talk from Conversion Thursday London, looking at what is an extremely powerful yet very rarely used technique and approach that brands can use to deliver persuasive online user experiences
7. What is Usability and User Experience?
Maybe not.
How about...
@paulrouke
8. “A dog’s got personality,
personality goes a long way”
@paulrouke
9. “A dog’s got personality,
personality goes a long way”
by Paul Rouke
Head of Usability & Conversion at PRWD
19th April 2012
@ Conversion Thursday London
@paulrouke
10. About Me
I run the UK’s Leading North
West Based Usability & Conversion
Optimisation Consultancy
I provide public and in-house training for Econsultancy’s global clients
including Tesco, O2 and Mothercare
I provide services to help brands improve their website conversion rate
•Usability testing (moderated & remote)
•Expert evaluations
•Usability training
•In-house consultancy
•Conversion rate optimisation
@paulrouke
11. Brands I work with include...
PRWD Clients Include
@paulrouke
17. The design is professional,
consistent and user friendly
@paulrouke
18. They are able to focus on
what they are there for
@paulrouke
http://www.flickr.com/photos/karen_roe/4417259305/sizes/o/in/photostream/
19. Other people have already
done it and are ‘mostly’ happy
@paulrouke
http://www.flickr.com/photos/carla777/1039697509/in/photostream/
20. The company they are
considering engaging with
demonstrates they have a
personality
@paulrouke
http://www.flickr.com/photos/carla777/1039697509/in/photostream/
22. What is Usability and User Experience?
“you can see her and her
team are bat-shit insane
but totally understand
their business and their
customers”
@paulrouke
24. What is Usability and User Experience?
“Assuming you can fulfil
the service or goods
supply that you offer,
the biggest thing to get
right is simply to
emotionalise your
offering”
@paulrouke
26. What is Usability and User Experience?
“It is about gaining trust
and then providing a
way to deliver a 100%
digital service, while
remaining personal.”
@paulrouke
29. What is Usability and User Experience?
“you can see her and her
team are bat-shit insane
but totally understand
their business and their
customers”
@paulrouke
31. What is Usability and User Experience?
To see how Lings Cars persuades visitors to buy, visit
http://bit.ly/batshitinsane
The comments are well worth reading too
@paulrouke
34. Websites should try
and empathise with
their visitors to
deliver a more
persuasive user
experience
@paulrouke
35. Connect with me
Office:
+44 (0)161 228 0585
Mobile:
+44 (0)7739 745 126
http://uk.linkedin.com/in/paulrouke Email:
paulrouke @ prwd.co.uk
Web:
http://www.prwd.co.uk
PRWD
22 Lever Street
http://twitter.com/paulrouke Manchester
M1 1EA
United Kingdom
@paulrouke
36. Thankyou for listening to
“A dog’s got personality,
personality goes a long way”
by Paul Rouke
Slides and usability & conversion best practice available here:
http://bit.ly/CROresources
@paulrouke
Notas del editor
At PRWD we help our clients understand their customers and prospects wants, needs and desires, in order to design and refine their online experience to lead to increased conversion rate performance
I have very recently become a father for the first time, and this is me and our daughter when she was 12 hours old. I couldn’t think of a more powerful example of demonstrating the concept of building trust & confidence with your new born child, especially in those first few precious hours and days.
Transparency is such a fundamental ingredient to delivering an e-commerce user experience, and this principle can be applied throughout the browsing & buying user experience. Although as a persuasive technique sex and titillation can be extremely important, I just wasn’t able to find a photo that represented transparency only, hence the lady in the bikini!
Of course the concept of removing barriers for users is one of the most fundamental principles of good usability, although there are still many retailers large and small that are putting big barriers up at key stages of the buying process. ASOS have recently removed what was a major barrier for 1 st time visitors and they have seen a huge decrease of abandonment. More on this on later in the presentation
Not that I’m saying all users are like sheep aimlessly wondering around of following each other...
Please feel free to connect with me on either Linkedin or Twitter. My Linkedin profile in particular provides a large number of client recommendations, and more about our work, services, clients, case studies and testimonials can be seen on our website.