1. Increasing online conversions through usability Lisa Halabi Head of User Experience

2. Page 2 of 44 Project: XYZ0001 Oops! A problem has been detected. Please shut down and restart your HELICOPTER and check all newly install hardware or software.

3. Page 3 of 44 Project: XYZ0001 Agenda – the user journey Go to storeFind products & make decisions Checkout

4. Page 4 of 44 Project: XYZ0001 A quick quiz True or false? 1.It's possible to guess all errors that users will make when filling in a form 2.Good news travels fast. A happy shopper tells around 10 others about their experience 3.Most checkout process adhere to basic usability guidelines True False True False True False

5. Page 5 of 44 Project: XYZ0001 Video clip

6. Page 6 of 44 Project: XYZ0001 Video clip

7. Page 7 of 44 Project: XYZ0001 A quick quiz True or false? 1.It's possible to guess all errors that users will make when filling in a form 2.Good news travels fast. A happy shopper tells around 10 others about their experience 3.Most checkout process adhere to basic usability guidelines True False True False True False

8. Page 8 of 44 Project: XYZ0001 Find products & make decisions

9. Page 9 of 44 Project: XYZ0001 Finding products: 1.Provide intuitive product categories How to increase online conversions

10. Page 10 of 44 Project: XYZ0001 Finding products 1. Provide intuitive product categories

11. Page 11 of 44 Project: XYZ0001 Finding products 1. Provide intuitive product categories

12. Page 12 of 44 Project: XYZ0001 Finding products: 1.Provide intuitive product categories 2.Provide options for refining product listings How to increase online conversions

13. Page 13 of 44 Project: XYZ0001 Filter SortItems per page Finding products 2. Provide options for refining product listings

14. Page 14 of 44 Project: XYZ0001 Finding products: 1.Provide intuitive product categories 2.Provide options for refining product listings 3.Link to other products How to increase online conversions

15. Page 15 of 44 Project: XYZ0001 Finding products 3. Link to other products

16. Page 16 of 44 Project: XYZ0001 Finding products 3. Link to other products

17. Page 17 of 44 Project: XYZ0001 Finding products: 1.Provide intuitive product categories 2.Provide options for refining product listings 3.Link to other products Making decisions: 4.User generated reviews How to increase online conversions

18. Page 18 of 44 Project: XYZ0001 Making decisions 4. User generated reviews Forrester Customer Experience Survey Q3 2007

19. Page 19 of 44 Project: XYZ0001 Making decisions 4. User generated reviews

20. Page 20 of 44 Project: XYZ0001 Making decisions 4. User generated reviews

21. Page 21 of 44 Project: XYZ0001 Embrace user generated reviews

22. Page 22 of 44 Project: XYZ0001 Finding products: 1.Provide intuitive product categories 2.Provide options for refining product listings 3.Link to other products Making decisions: 4.User generated reviews 5.Show what others are doing How to increase online conversions

23. Page 23 of 44 Project: XYZ0001

24. Page 24 of 44 Project: XYZ0001 Making decisions 5. Show what others are doing

25. Page 25 of 44 Project: XYZ0001 Making decisions 5. Show what others are doing

26. Page 26 of 44 Project: XYZ0001 Finding products: 1.Provide intuitive product categories 2.Provide options for refining product listings 3.Link to other products Making decisions: 4.User generated reviews 5.Show what others are doing 6.Show scarcity How to increase online conversions

27. Page 27 of 44 Project: XYZ0001 Making decisions

28. Page 28 of 44 Project: XYZ0001 Making decisions

29. Page 29 of 44 Project: XYZ0001 Making decisions 6. Show scarcity

30. Page 30 of 44 Project: XYZ0001 Making decisions 6. Show scarcity

31. Page 31 of 44 Project: XYZ0001 Checkout

32. Page 32 of 44 Project: XYZ0001 Finding products: 1.Provide intuitive product categories 2.Provide options for refining product listings 3.Link to other products Making decisions: 4.User generated reviews 5.Show what others are doing 6.Show scarcity Checkout: 7.Let users know what information they’ll need How to increase online conversions

33. Page 33 of 44 Project: XYZ0001 7. Let users know what information they’ll need Crafting the perfect checkout

34. Page 34 of 44 Project: XYZ0001 Finding products: 1.Provide intuitive product categories 2.Provide options for refining product listings 3.Link to other products Making decisions: 4.Persuade with pictures 5.User generated reviews 6.Show what others are doing 7.Show scarcity Checkout: 7.Let users know what information they’ll need 8.Ask for the bare minimum How to increase online conversions

35. Page 35 of 44 Project: XYZ0001 8. Ask for the bare minimum Crafting the perfect checkout

36. Page 36 of 44 Project: XYZ0001 Conversion rate Information requested 8. Ask for the bare minimum Crafting the perfect checkout

37. Page 37 of 44 Project: XYZ0001 Invest in improving the customer experience Typical scenario: £60 million annual revenue £5 million advertising – driving people to the website £20,000 improving the user experience on the website

38. Page 38 of 44 Project: XYZ0001 Thank you lisa@webcredible.co.uk lisa@webcredible.co.uk

39. Page 39 of 44 Project: XYZ0001