CRO: The science of UX

CRO: The science of UX

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@RealUXMCR

CRO The Science of UX

#UXManchester@RealUXMCR

Hello!

At PRWD Emma leads multiple

ongoing optimisation programmes for

enterprise level clients, including

Wilko & Bensons for Beds.

Phil Williams

Senior UX Designer

Leading the Design and Development team at PRWD,

Phil challenges you to think differently running

creative workshops and collaborative sketching

sessions to achieve user and business goals.

Emma Travis

Senior Optimisation Strategist

@emma_travo@philwilldesign


WTFIS

CRO


Conversion Rate Optimization (CRO) is a system for increasing the percentage of visitors to a website that convert into customers, or more generally, take any

desired action on a webpage.

It is commonly referred to as CRO


Yeah but…

WTF IS CRO


Well, most people think it’s like this simple A/B Test…

Which test won?

A B


Well, most people think it’s like this simple A/B Test…

Which test won?

A B


+10%Conversion Rate

Welcome to the world of

CRO


“The intellectual and practical activity encompassing the systematic study of the

structure and behaviour of the physical and natural world through observation

and experimentation”


Observation and

Experimentation=

Measurement


PRWD’s Optimisation Growth Methodology™

LEARNIN

GTESTIN

G

BUSINESS INSIGHT

HEURISTIC EVA

LUA

TION

DA

TA A

NA

LYS

IS

TECH

NICAL AUDIT

USER RESEARCH DESIGN & USER EXPERIENC

COPY

& P

ER

SUA

SIO

N

PS

YC

HO

LOG

Y

DAT

A S

CIENCE

PERSONALISATION


THE ‘U’ IN UX


‘UX’ in the traditional sense is all about ‘can do’...


And rightly so, it’s integral to get the fundamentals right…


However, designing for ‘can do’ is only half of the story.


“UX doesn’t happen on the screen, it happens in the mind.”

John Whalen, Brilliant Experience


1. ‘Physical’ behaviour


2. ‘Subconscious’ behaviour


So, we should just ask them, right?


“We are more like Homer Simpson than Superman.”

Dan Ariely - Predictably Irrational


Even when the judgments of others are obviously wrong, conformity occurs


“The mind is like an iceberg, it floats with one-seventh of its

bulk above water.” Sigmund Freud


Quantitative data gives

you the ‘what’…


Qualitative research gives

you the ‘why’.


This all sounds like a lot of extra work…


QUALITATIVE TECHNIQUES


Tools


QUANTATIVE TECHNIQUES


Tools


Then what?


Because we saw…

We expect that...

Will impact…


The Testing Phase

Design & User Experience

Sketching Workshops

6 UP Sessions

Wireframing (Sketch/illustrator)

Balsamiq Mockups

Rendered Visuals

Colour Theory

Typography

Hierarchy

Layout and structure

Prototyping


THREETOP TIPS


Creative Workshops

TOP TIP No. 1


Divergent & Convergent Thinking


6 UP Sketching


6 UP SketchingLEADING A SKETCHING WORKSHOP

Pros– How radical do people want to be?

– What level of risk people will accept?

– What constraints can we identify

that will be useful

– It leads to better test concepts

– It’s fun

Cons– One of two people dominate

or hijack the session

– It’s time consuming

– It requires skilled leaders


TOP TIP

No. 2


Layout & Structure


Layout & Structure

Which test won?

A B


Layout & Structure

+11%Product page views

Which test won?

A B


TOP TIP

No. 3


NEGATIVE TESTING


Negative Testing


AExisting Copy

BNo Copy

CLorem Ipsum


BNo Copy

CLorem Ipsum

Less Bookings No Difference

AExisting Copy


So…Bringing it all together


King & McGaw


Objective

To increase conversion rate of framed prints


Moderated User Research


King & McGaw Case Study

Ahh I didn’t know they

sold frames!Participant No. Three

I’m struggling a bit to figure

out how to add a frame?Participant No. Seven

User Research Quotes


Original Product Page


6 UP Sketching


Wireframing


Initial idea


Second idea


Prototype Remote User Research


Test Results

+19%More Frames Purchased which drove AOV up.


Follow up test

+35%Default to frame increased by 35% more purchase with frame which drove AOV up.


Everyone’s Happy!

Read this article from Nick Boyce, Head of E-Commerce at King & McGaw

5 steps to a better A/B testing processAfter four years of A/B testing at King & McGaw we’ve found a

process that is consistently producing positive results. No magic dust, just planning and hard work.

http://bit.ly/2dPjAfR


LEARNIN

GTESTIN

G

BUSINESS INSIGHT

HEURISTIC EVA

LUA

TION

DA

TA A

NA

LYS

IS

TECH

NICAL AUDIT

USER RESEARCH DESIGN & USER EXPERIENC

COPY

& P

ER

SUA

SIO

N

PS

YC

HO

LOG

Y

DAT

A S

CIENCE

PERSONALISATION


THANK YOU


To find out more about PRWD and our CRO Programme visit http://bit.ly/1P07A9S

Also visit http://cromaturityaudit.com/to benchmark your own CRO Maturity

CRO: The science of UX

Marketing

Transcript of CRO: The science of UX