Post on 08-Jan-2017
Creating a Journey that Meets Your Customers
Expectations
Best practices
Place the CTA in the above the fold1
Not good with complex products or services.
Add a video2
If it’s not helping it’s distraction
Create urgency3
WHY?
Best practices
Just because it worked out great for someone else doesn’t mean
it will work out great for you.
, use it
Journey that meets YOUR CUSTOMERS' EXPECTATIONS
Exaggerated expectation
We’re DISAPPOINTED when OUR EXPECTATIONS ARE
NOT MET
You want to buy underwear
You want to go to a festival
You’ll soon run out of gas
We’re even MORE DISAPPOINTED if OUR
EXPECTATIONS ARE NOT MET ONLINE
online = easy to use
We’re used to thinking about our website in terms of a funnel
, but that’s just a form of measuring its performance.
Journey that meets YOUR CUSTOMERS EXPECTATIONS
We’re used to thinking about our website in terms of a funnel
, but that’s just a form of measuring its performance.
EXPECTATIONS DIFFER for every step of the funnel
value proposition
search
navigation
quick access to main categories
Value proposition
Help me find the right product ‣ search ‣ navigation ‣ quick access to main categories
categories
filters
sort options
product images
short product descriptions
search
Help me find the right product I need ‣ categories ‣ filters ‣ sort options ‣ product images ‣ short product descriptions ‣ search
option to buy
product descriptionlarge images
dimensions
product description care instruction product reviews
shipping info
delivery info
online or phone support
cross-sell
Option to buy Complete product info ‣ product description ‣ motivating large pictures ‣ product weight/dimensions/size ‣ product ingredients/material ‣ reviews
Answer relevant questions ‣ shipping & delivery ‣ support
Cross-sell
clear order review
Your purchase qualifies for free shipping
Your purchase qualifies for free shipping payment options
payment options
Your purchase qualifies for free shipping
upsell
Clean order review Proceed to payment option Up-sell
support
support
less distraction
2 clear ways for moving forward
securityClean UX with
clear instructions
progress bar
order summary
security
Clean UX with clear instructions
progress bar
order summary
security
Clean UX with clear instructions
progress bar
order summary
security
Security UX Speed
A sense of security also comes from familiarity.
Every website contains MULTIPLE JOURNEYS
Thank you! Make your customers happy.
Meet their expectations.