Emerce Insight Travel Usarchy.Key
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Transcript of Emerce Insight Travel Usarchy.Key
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© 2007 Ruben Timmerman / Usarchy.com
Travel & Tourism & UsabilityVan undesign tot reisporno
Ruben Timmerman: had online marketing bureau, 4 jaar ervaring gebruikersonderzoek, nu freelance usability, trainingen, werkt aan startup, leest/blogt zich dagelijks scheel.
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© 2007 Ruben Timmerman / Usarchy.com
What’s the point?
1. Gevaar: we (jullie) worden bedreigd
2. Probleem: we (jullie) zijn te lui
3. Oplossing: usability wordt makkelijk door tests, persona’s en undesign
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Usability gaat over mensen!
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Mensen zijn beperkt!
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DON’T!
Laat gebruikers het lekker zelf
uitzoeken.
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DO!
Neem ze aan de hand en laat ze niet meer los.
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De uitgevers komen...
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Who’s winning?
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Who’s winning?
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© 2007 Ruben Timmerman / Usarchy.com
Gebruiksproces
Komen > Kijken > Kiezen > Kopen
(Attention > Interest > Desire > Action)
Satisfaction = terugKomen
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Zoeken, KopenBron: Doubleclick / Search Before the Purchase, 2005
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DON’T!
Boeking is de enige conversie
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DO!
Verleid de klant in
6 zoekopdrachten,
12 weken
Bron: Doubleclick / Search Before the Purchase, 2005
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Berrypicking
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© 2007 Ruben Timmerman / Usarchy.com
Zachte conversie
Branding: tijd op de site, pagina’s bekeken
Lead: nieuwsbrief, contact, verlanglijst
Prospect: brochure, offerte
Verkoop: boekingen, marge op boekingen!
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E-mail & Print selectie
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Print “brochure”
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DON’T!
Meet alleen de boekingen
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DO!
Hang overal een waarde aan en maak trechters
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© 2007 Ruben Timmerman / Usarchy.com
Conversie trechter
Branding:
Lead:
Prospect:
Verkoop:
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© 2007 Ruben Timmerman / Usarchy.com
Header: Waar ben ik geland?
Kopregel: Duidelijk & verleidelijk
Call to action: Waar moet ik klikken?
Ingang: past bij proces & facet?
Landingspagina’s
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Vakantie Frankrijk: €1,02
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Action? Ingang?
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Waar ben ik?
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Enge tekst!
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Ik wil op de Veluwe!
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Luxe vakantie: €0,84
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Ingewikkeld! Luxe?
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Luxe! Betaalbaar!
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DON’T!
De klant weet wel hoe we ons
onderscheiden
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DON’T!
Ze hebben toch al onze homepage
gezien?
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DO!
Sluit aan bij kennis (0), en
grijp de gebruiker
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© 2007 Ruben Timmerman / Usarchy.com
Alternatieven: inspireer mij!
Print: altijd “reisporno”!
Doodlopend: content onderaan pagina
Zachte conversie: nog niet kopen?
Call to action: Waar & waarom nu?
Productpagina’s
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Beleving!
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Beleving?
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Conversie? Verleiding?
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DON’T!
Maak de productpagina doodlopend
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DO!
Combineer content om betere pagina’s te maken
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© 2007 Ruben Timmerman / Usarchy.com
Geen verleiding: plaats kijkschermen!
Duidelijkheid: wat boek ik?
Vertrouwen: betaling, contact?
Opslaan: wegklikken = alles opnieuw?
Foutmeldingen: help mij!
Bestelproces
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Single page interfeest
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Wat nu?
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Who wins?
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DON’T!
Laat je verleiden door “nieuwe”
technologie
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DO!
KISS
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Ongeldige pagina?!
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Niet beschikbaar...
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DON’T!
Laat foutmeldingen maar aan de
techniek over
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DO!
Crashtest zelf continue
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DO!
Meet foutmeldingen met Web Analytics
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© 2007 Ruben Timmerman / Usarchy.com
Hoe nu verder?Test tot je een ons weegtMake & Take it personal
Undesign
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Steeds hetzelfde doen, maar een andere uitkomst verwachten.
Insanity
DON’T!
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© 2007 Ruben Timmerman / Usarchy.com
“100% tevredenheids...”
Tekst met call to action
Groene knop
Plaatje huisje in sneeuw
Uitgebreide navigatie
A
“De goedkoopste ...”
Geen tekst
Rode knop
Plaatje lachend gezin
Minder opties
B
Tip: Google Website Optimizer!
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DON’T!
Halfjaarlijkse releases met 20
nieuwe features
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DO!
Doe kleine A / B en multivariatie
test-test-test
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Landingpage bounces
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Keyword bounces
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PersonasWelke persona’s/ typen?
Welke acties moeten zij doen?Welke informatie willen ze?
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© 2007 Ruben Timmerman / Usarchy.com
Methodical
Hoe is de prijs opgebouwd?
Hoe werkt dat?
Hoe ga je dat bewijzen?
Hoe weet ik het zeker?
Geduld: Feiten, keurmerken
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© 2007 Ruben Timmerman / Usarchy.com
Humanistic
Wie is deze organisatie?
Hoe voel ik me daarbij?
Wie zijn al klant?
Hoe zijn hun ervaringen?
Geduld: Ervaringen, ratings, mail-a-friend
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© 2007 Ruben Timmerman / Usarchy.com
Spontaneous
Hoe kan ik snel boeken?
Hoe kan ik makkelijk een keuze maken?
Past dit product bij mij?
Ongeduld: Filteren, customizen, geen verrassingen
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© 2007 Ruben Timmerman / Usarchy.com
Competitive
Waarom zijn jullie beter?
Wat is jullie onderscheidend vermogen?
Hoe help je mijn doelen te bereiken?
Ongeduld: ratings, autoriteit (content), vergelijkingen
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Undesign!
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Undesign!
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(Un)design?
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Undesign?
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Undesign?
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DON’T!
Zie vormgeving als “mooi”
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DON’T!
Zie vormgeving als “belangrijk”
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DO!
Experimenteer met minimalisme
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DO!
Gooi je (offline) huisstijl overboord
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Waiting for your cat to bark?
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Stel een vraag Denk aan de aapVraag Ruben’s mening
Weblog: www.Usarchy.comContact: [email protected]
Netwerk: Linkedin.com/in/rubentimmerman
DO!