[Elite Camp 2016] Marie Polli - Taking Your Customers on a Journey That Matches Their Expectations
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Creating a Journey that Meets Your Customers Expectations
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Transcript of [Elite Camp 2016] Marie Polli - Taking Your Customers on a Journey That Matches Their Expectations
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Creating a Journey that Meets Your Customers
Expectations
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Best practices
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Place the CTA in the above the fold1
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Not good with complex products or services.
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Add a video2
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If it’s not helping it’s distraction
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Create urgency3
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WHY?
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Best practices
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Just because it worked out great for someone else doesn’t mean
it will work out great for you.
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, use it
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Journey that meets YOUR CUSTOMERS' EXPECTATIONS
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Exaggerated expectation
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We’re DISAPPOINTED when OUR EXPECTATIONS ARE
NOT MET
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You want to buy underwear
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You want to go to a festival
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You’ll soon run out of gas
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We’re even MORE DISAPPOINTED if OUR
EXPECTATIONS ARE NOT MET ONLINE
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online = easy to use
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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
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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
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value proposition
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search
navigation
quick access to main categories
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Value proposition
Help me find the right product ‣ search ‣ navigation ‣ quick access to main categories
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categories
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filters
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sort options
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product images
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short product descriptions
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search
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Help me find the right product I need ‣ categories ‣ filters ‣ sort options ‣ product images ‣ short product descriptions ‣ search
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option to buy
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product descriptionlarge images
dimensions
product description care instruction product reviews
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shipping info
delivery info
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online or phone support
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cross-sell
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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
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clear order review
Your purchase qualifies for free shipping
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Your purchase qualifies for free shipping payment options
payment options
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Your purchase qualifies for free shipping
upsell
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Clean order review Proceed to payment option Up-sell
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support
support
less distraction
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2 clear ways for moving forward
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securityClean UX with
clear instructions
progress bar
order summary
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security
Clean UX with clear instructions
progress bar
order summary
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security
Clean UX with clear instructions
progress bar
order summary
security
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Security UX Speed
A sense of security also comes from familiarity.
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Every website contains MULTIPLE JOURNEYS
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Thank you! Make your customers happy.
Meet their expectations.
