This document discusses increasing website conversions through persuasion architecture and user-centered design. It emphasizes the importance of establishing clear business goals and key performance indicators, understanding users through personas and scenarios, and continuously testing design variations to improve outcomes. The focus is on iterative testing of the user experience through prototypes and live experiments to find the design that best achieves business goals while maintaining usability. Measurement of testing results against targets is key to driving further improvements in conversions and other important metrics.

1. The Art and
Science
of
increasing
conversions
1

2. Ifraz Mughal
UX Architect
@ifraz
TUI Travel, Brighton
2

3. Always be testing
3

4. Persuasion
Architecture: User
Centred
achievement of
business goals
4

5. The process flow
Planning
Live Environment
KPIs – clear targets
Test design variations
Personas & scenarios
Maintain successful variant
Prototyping > usability testing
Repeat process
5

7. Proximity
to
conference
=
?
6
minutes
by
car……
Venue
itself

8. Measurement Framework
Measurable Goals & Key Performance Indicators
1) Business Objectives à
2) Goals à
3) KPIs à
4) Target
Increase online # transactions for last 60 Currently 468 – increase
purchases
days
by 2%
Increase revenue
Increase revenue per
AOV for last 60 days
Currently €82.43 -
order
increase by 3%
% of policy renewals
Increase online renewals
Increase by 10%
(60days)
Increase number of Increase member online
# registrations (60days)
Increase by 5%
website members registrations
(Retention)
Maintain and increase
% of members renewing
membership retention Increase by 7%
(60days)
online
8

9. “You
create
the
system
your
visitor
must
navigate.
People
don’t
cause
defects,
systems
do”
W.
Edwards
Deming
9

10. People
and Interactions
take precedent over
processes and tools
10

11. User Centred Design
Interaction design ‘sweet spot’
Users and their tasks
Business and its goals
11

12. Where should we test?
Home
Category
Sub-­‐category
Product
Booking
funnel
12

13. Google Analytics Visitors’ Flow
13

14. Google Analytics Funnel
14

15. Drilling down - cart
15

16. Drilling down – personal details
16

17. Usability Heuristics
1. Visibility of system status
2. Match between system and the real world
3. User control and freedom
4. Consistency and standards
5. Error prevention
6. Recognition rather than recall
7. Flexibility and ease of use
8. Aesthetic and minimalist design
9. Help users recognise, diagnose and recover from errors
10. Help and documentation
17
http://www.useit.com/papers/heuristic/heuristic_list.html

18. Booking funnel guidelines
1. Maintain a clear and concise progress indicator
2. Design the primary action as a call to action button, all other
actions get visually degraded from this
3. Keep the form fields to a minimum
4. Provide a clearly labeled help section
5. Avoid jargon – keep language as clear and simple as possible
6. Error messages need to be contextual
7. Do not force registrations nor sign-ups (do not tick checkboxes
as default) and keep the terms & conditions in the background
18

19. A/B & multivariate tests
2 elements with 2 variations = 4 tests
3 elements with 4 variations = 64 tests
4 elements with 5 variations = 625 tests
19

20. A/B & multivariate calculator
http://visualwebsiteoptimizer.com/ab-split-test-duration/
20

21. Summary
Know your Business goals
Know your Users
Always Be Testing
21

22. References
Always Be Testing – Bryan Eisenberg & John Quatro-vonTivadar
KPIs -
http://management.about.com/cs/generalmanagement/a/keyperfindic.htm
Usability heuristics
http://www.useit.com/papers/heuristic/heuristic_list.html
Steve Krug – Don’t make me think
22