Craig Bradford Driftrock MeetUp
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80% of the the success of Conversion Rate Optimisation is down to the discovery process. Craig Bradford proves that CRO is more than just coloured buttons but about conducting deeper research and not just sticking to traditional UX methods.
Transcript of Craig Bradford Driftrock MeetUp
BEng (Hons) Sports Engineering
WTF??
Sports Science
Biomechanics
Product Design
Why am I telling you this?
CRAIG BRADFORD
A product approach to CRO
Typical CRO process
Focus on this part
80% of the success of CRO is down to the discovery
phase.
Hint: Product designers are really good at this part!
CRO isn’t about button colours
CRO
CRO is the process of maximising LIFT
How?
I like the IDEO design methods
IDEO method cards
Download the app £2.99
Analyse the information you’ve collected to identify
patterns and insights.
1 - Competitive Surveys
1. Face to face2. Online surveys3. Phone/Skype
Focus on the 5 whys (Covered later)
Goals:
1. Identify critical features/benefits
2. Remove redundant
features/benefits
(Increase clarity and reduce distractions)
2 - Error Analysis
1. Wrong quantity selected2. Wrong delivery details
entered3. They timed out4. A refund is needed5. They press the back
button
Goals:
1. Prevent errors happening
2. Deal with errors efficiently when
they do go wrong
3 - Flow analysis
Create common paths
Reverse Goal Path – Find distractions
Goals:
1. Find bottlenecks and
distractions on the route to
purchase
2. Find the most important routes
through the site
Enlist people’s participation to elicit information relevant
to your project.
4 - Surveys
Powerful surveys…
1. Are timely2. Ask qualified participants3. Ask the right questions
Get timely answers
Ask the right questions at the right time
Very affordable
Excellent Resource on good questions to ask
What made you almost not buy?
Thankyou pages
Is there anything you would improve about the checkout process?
Thankyou pages
What’s stopping you from buying this product today?
Product pages
5 - Extreme user interviews - Ethnio
Ask the 5 whys
6 - Card Sorting
Card sorting results
Goals:
1. Let users tell you what makes
sense to them
2. Design a clear navigation
structure
Observe people to discover what they do rather than what they say they do.
How people say they open packaging
How they actually open packaging
Fly on the wall online?
7 - Shadowing - Usertesting.com
8 - Fly on the wall - Clicktale
Create simulations to help empathise with people and
to evaluate proposed designs.
9 - Empathy tools
Reduced Mobility
Limited dexterity
10 – Roleplay
1. You’re on mobile device with slow connection
2. You need to book your flight in the next 30 minutes
3. You want to get a product delivered to your friends address not yours
4. You’re not going to be home for delivery5. You want to buy online but pick up in store
11 - Prototypes
Balsamiq
Online Prototype
Treejack for IA validation
Key takeaways:
1. Conduct deeper research2. Don’t just stick to
traditional UX methods3. Download IDEO method
cards for inspiration
