Hollie Goldman, online shopper

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Hollie Goldman, online shopper
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Hollie Goldman, Amazon.com customer -- with a
parting gift from buy.com
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The Experience Is Everything
Harley Manning Research Director Forrester
Research
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Agenda

• What is user experience?
• How does it contribute to profitability?
• How can you create a great user experience ?

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Theme
A great user experience is the most
cost-effective path to Web profitability
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Users have specific goals when they go online
Goal
User
Scenario
Online compare products
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Content and function must serve user goals
Goal
User
Scenario
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Content and function must serve user goals
Goal
User
Scenario
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Content and function must serve user goals
Goal
User
Scenario
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Online user experience
A users total interaction with a site,
including ease-of use, content, and function
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Agenda

• What is user experience?
• How does it contribute to profitability?
• How can you create a great user experience ?

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User experience moves business metrics

• Consumers respond to it
• Business decision-makers require it
• Firms know they must provide it

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Despite good intentions, most sites provide a
poor experience

• Shoppers give up on two-thirds of their buying
  attempts
• Job seekers cant complete applications
• All users struggle with basic site flaws

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A basic flaw poor text legibility

• Almost half of all sites are hard to read
• Text blends into background
• Type is too small

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The business impact of design flaws

• Products and services are hard to find
• Prospects cant make a decision
• Willing buyers cant complete an order

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Firms can throw money at these problems

• Bribe defectors to return
• Increase marketing budgets to drive traffic
• Slash prices to improve look-to-buy ratios

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Or firms can fix their broken sites . . .

• Make it easier to find products and services
• Help prospects make decisions
• Remove barriers to ordering

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. . . because there are a lot of Hollies out there

• 67 of Web buyers have abandoned an online
  shopping cart
• 60 of travel site users go to another site when
  they cant easily find what they want
• The more active the online investor is, the
  easier he/she thinks it is to switch providers

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Theme
A great user experience is the most
cost-effective path to Web profitability