Worked globally on big brands. Watched over 1000 people over the last year, gave them £200 to spend online and used eye tracking system to video the results.
The most important lesson was that we think we have a good sense of what the average person does online – but this is wrong. Only 1 in 4 adults have a college education.
- Teams don't view /create at consumer resolutions (1024x768)
- Crappy Super-Menus
- Accidental deployment
- Mis-deployed/angled mouse
- Crappy faceted Navigation (nordstrom do faceted /layered navigation well)
- How do users get started?
- What is selected?
- Are selections mutually exclusive?
- How users clear filters?
- Don't overengineer
- Image sizes too small
- Allow image foraging (users visiually scan category pages - don't get in their way)
- The ultimate sin – the dreaded quicklook – don't do it
- Show deal breakers (out of stock, in store only etc)
Product Page Bloopers
- Users must see the product to make a commitment to buy
- 6 static views is about right for apparel
- Add to cart – quick add not so good
- No extra options – don't force users to sign up for an account
- Removing the registration for one merchant resulted in $2m increase in two months
A couple of principles that they use for thinking about conversion:
1. Time Perception
- Humans are terrible at knowing how much time is passing
- Time is recreated in the past – the feeling of being fast is what drives conversion
- Smiling / Scrolling face for 60 secs (happy – 40sec) (angry – 120sec) what does this mean for website design
- Watched Pot – one group watch the pot (longer), one group watch with tasks (felt shorter) so make sure users know the steps in any process (this will make it feel faster)
- Recent studies – group one pretend to process the emails, group two interrupted whilst processing the emails (same time felt more stressed). So don't create an account – this is an interruption – it interrupts the task of checkout.
- But not all interruption is bad, took IBM execs and gave them blackberries which texted them questions -what are you doing, why etc... we tend to interrupt ourselves so there are good times to interrupt (good time is right before lunch)
- Good example – two optional places to create an account (one on personal details page) the second on success page
3. Information Filtering
- Guard example – find video cherry 1958
- Our unconscious brain filters out a lot of information automatically
- The brain will filter out things that don't stand out
- The cocktail party effect – we listen for things that are highly relevant to us pop through the filter system