Early on as a Designer I had the privilege to work with some big brands, like: Verizon, Mission Foods, Nokia, and Sabre. Most of my projects were rooted in web applications. Which I loved, and was more than happy to work on as a UX Designer. But some designers took other paths, working on e-commerce sites, or perhaps lead generation. What has been hard to find recently is someone who's done both. I know I didn't know e-commerce to the degree I needed to when starting at GameStop - but learned quickly - luckily I've had some good teachers over the last couple of years. Now talking about channels, bounce rate, A/B testing, conversion, SEM/SEO in the norm. And as I loved designing applications, I find equal interest in what makes people shop and (hopefully) eventually buy. I recently gave this short presentation to a group of designers - a 101 on getting your interface to sell

1. so you want your
interface to sell.jeremy johnson
www.jeremyjohnsononline.com
101

2. Always be closing…That doesn’t
mean you’re always closing the deal,
but it does mean that you need to be
always closing on the next step in
the process.
-Shane Gibson
http://www.closingbigger.net/

3. uxdesign
user interface
usability
information
architect
designers have various experiences in past work & projects

4. uxdesign
user interface
usability
information
architect
merchandising web app
marketingacquisition
native app

5. do you know about...
if you have a application background...
web app
native app

6. selling?

7. in the digital world...

10. channels
seo
sem
direct
affiliate
mobile
off-line
crm
meta
loyaltysocial

11. sem
4.9%
ex.

12. how is my experience
optimized for x?
(aka) getting people to my store!

13. mobile “we have a responsive site”
direct “we have personalization”
sem “we dynamically match the keywords”
seo “we have original content”
off-line “we have great agent tools”
affiliate “we have promo code reminders”
crm “we have landing pages for email”
meta “we play up our guarantee”
loyalty “we allow you to spend your points”
social “you can share purchases”

14. seo
sem
direct
affiliate
mobile
off-line
throttled up
throttled down
crm
meta
loyalty social
marketing can throttle up and down any of these at any
time to help the business

15. “where is the fallout?”
“why are people from channel X not going
from step 4 to 5?”
“what if landed people directly on step 2 from
channel X?”
“can we reduce steps?”
“what can we do to make them say “yes” to
one more step?”
we need to watch...

16. become an expert in...

17. reducing bounce

18. 1.you're acquiring the wrong kind of
traffic to your page(s), or
2.you're acquiring exactly the right kind of
traffic to your page(s).
http://searchenginewatch.com/article/2237250/Reduce-Bounce-Rate-20-Things-to-Consider
“let’s define the problem...”

19. site too slow?
loading order of the page?
too many distractions?
missing what customers are looking for?
can’t find search?
ugly design?
http://searchenginewatch.com/article/2237250/Reduce-Bounce-Rate-20-Things-to-Consider

20. A/B testing

21. https://www.optimizely.com/ab-testing

22. http://www.abtests.com/test/284001/landing-for-citycliq

23. http://www.abtests.com/test/284001/landing-for-citycliq
25%
47%conversion increase
conversion increase

24. getting more clicks

25. http://blog.hubspot.com/blog/tabid/6307/bid/20566/The-Button-Color-A-B-Test-Red-Beats-Green.aspx
The red button outperformed the green button by 21% .

26. conversion (is king)

28. C = 4m + 3v + 2(i-f) - 2a ©
http://www.meclabs.com/methodology

29. “micro-yes”

30. http://www.meclabs.com/training/misc/optsummit/slides/Slides_Opt_Summit_2012_The-Web-as-a-Living-Laboratory.pdf

32. getting people to shop

33. are you providing the appropriate merch areas for
marketing / promotions / media?

34. create a frenzy!

35. Entice your customers

36. make them feel special

37. use the social graph

38. promo codes

39. different channels, different entry points

40. partnerships or media

41. brand messaging

42. adding to your crm

43. connecting email

44. keeping customers loyal

45. landing pages
http://www.google.com/nexus/7/

46. “Each card describes
one insight into human
behavior and suggests
ways to apply this to
the design of Web sites,
Web apps, and
software applications.”
http://getmentalnotes.com/
*

47. web app
native app
+

48. go close the deal!

49. thanks!
@jeremyjohnson