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CRO Site of the Week – KnickerPicker.com

On November 15, 2011, in CRO Site of the Week, by Tom Bowden CRO
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Next up as the winner of CRO Site of the Week is the captivating KnickerPicker.com.

Warning - Please do not open this site if you are a) male and b) want to get any work done today:

KnickerPicker.com

Okay… it’s really sad but I would love to see the Analytics stats for this site! This site must have the most disproportionate stats. I imagine a fantastic time on site, miniscule bounce rate but I wonder if many of the people that visit the site are actually shopping!!! Which is a shame because this site is executed really well.

CRO things that make it great:

  • The Interactive Videos are superb
  • The ability to select different sized models allows visitors to visualise how they would look in the clothes really makes clothes shopping easier

All that being said it is a shame it is difficult to actually purchase the product that you select (I think I may have been the first person to actually try and buy something!!!)

Please tweet me @tombowdenCRO to nominate any candidates for CRO Site of the Week

Knicker Picker

The genius that is Knicker Picker

 

CRO Site of the Week – Patagonia.com

On November 8, 2011, in CRO Site of the Week, by Tom Bowden CRO
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Please share this blog if  you think others would benefit and follow @tombowdenCRO on twitter and join him in the crusade to Shoot the HIPPO

I’m kicking off this series of CRO Site of the Week with the excellent outdoor clothing site Patagonia.com

The ability to compare a number of products is a real gem. Check it out here:

http://www.patagonia.com/eu/enGB/shop/new?k=4R

CRO things that make it great:

Patagonia - Compare feature

Patagonia - Compare feature is brilliant

Please tweet me @tombowdenCRO to nominate any candidates for CRO Site of the Week

 

Join me in the crusade to Shoot the HIPPO (Highest Paid Person’s Opinion)! Share this blog and Follow me @tombowdenCRO on Twitter

As a practitioner of CRO/ UX/ Usability/ Making your website easier to use it is with much trepidation that I tell you… don’t employ me. That is…. not until you have done the basics yourself as instructed in this blog.

Mirror Image

Make sure your website is a positive reflection of your business!

In my job I see and work on as many as 10 sites/ projects per week. Over 100 clients later and it is with great pain that I tell you that I have only really been able to flex any real CRO muscle on about 5 projects.

 

Why is that you ask? It’s because the rest of my time is wasted doing the absolute bleedin’ basics.

 

Save your money and time by doing them yourself… (after you’ve taken the HIPPO-Critic Oath that is!)

 

How to do the bleedin’ basics! I’m calling it the quick way to ‘Ketchup on CRO’:

1) Make sure your website says what your business does.

How many times do I chat with the client and learn lots of great stuff about them only to realise that non of the gold dust they have told me about has made it to the website? The answer…. all the time! Use Bowden’s Lucky 13 business questions as a framework for gleaning useful information then put it on your bleedin’ website!

Ketchup on CRO

'Ketchup on CRO' - Says what it does (Tomato Ketchup) and it's clear what to do next (squeeze me)

    • Business Goals – (overall targets for 12, 24, 36 months – top target e.g. “£2 million revenue in 12 months”
    • Website Goals – How does your site help you achieve your business goals? (How website helps generate revenue – e.g. Online sales, enquiry forms, brochures etc)
    • Business Background – Brief history of their business.
    • Money – Calculate an approximate revenue to profit model – Cost Per Acquisition/ margins etc.
    • Product/ Services – Brief Explanation of Products and Services including Unique Selling Points
    • Competitors – ask for an idea of competition
    • Market Profile – who this is. Keep this brief. With view to a follow up.
    • Roles and Responsibilities – who do we report to? Who else is involved? Development teams, PR agencies etc.
    • Access codes – state the need for FTP, PPC, Reporting access codes
    • Keywords – ask client for suggestions
    • Marketing activities – what the client does and how these perform
    • Tracking – Ask how they currently track performance of the site.
    • Existing Documentation – ask if the client has and can share market research/ business plan etc. Remind them that you will sign non-disclosure and use it as an opportunity to remind them that you will need your hands on everything you can and that they must value the information they have.

Once you’ve cracked the above and are confident that you have translated your business on to your website stop. Take a walk and come back and look at it with a fresh pair of eyes. You will definitely have missed things.

Push-The-Button

Is it clear what to do next? Push the button!

 

2) Is it clear where to click?

Well is it? Either way double the size of the place where you want people to click and make sure that you label it properly so people know what happens when they click it. Don’t be subtle. Don’t be cute. Show them your knickers.

 

3) Run some user experience tests (Only $40 each with usertesting.com)

If you are now convinced that your site clearly explains what your business does and it’s obvious where to click then watch out… you are in dangerous territory. Never trust your own opinion… ever! Pay $120 for 3 user tests. Ask them if they can explain what your business does and where to click next.

 

It’s really that simple!

If your webiste conversion rate does not immediately bounce up and scream about what a clever genius you are and how much you deserve a payrise then I will give you your money back.

Don’t bottle it! (as in Ketchup… see what I did there?)

Please trust yourselves to get these basics sorted. You are logical, rational, understand your own business and use websites all the time. You can do it (remember to take the HIPPO-Critic Oath before you start and use the Top 25 CRO Tools to take it further)

Join me in the crusade to Shoot the HIPPO (Highest Paid Person’s Opinion)! Share this blog and Follow me @tombowdenCRO on Twitter

Please share if you think others will benefit

 

The HIPPO-Critic Oath

On October 12, 2011, in Fun, by Tom Bowden CRO
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Calling all CRO, UX, LPO, Design and Analytics Practitioners: Get Mad! Take the HIPPO-Critic Oath.

 

Don’t let the Highest Paid Person’s Opinion (The HiPPO!) Prevent Progress! Use Customer Feedback!

Are you mad as hell at having to justify every single Landing Page, Conversion Rate, Design or User Experience recommendation you make?

Are you mad at clients telling you that it should be pink/ aligned centrally/ emphasized more/ or include an image of Cliff Richard because their Grandma made a recommendation once upon a time?

Are you mad that changes are made without being tested?

Well I am! AND this blog is for you. It puts The Top 25 Killer CRO and UX tools in your hands so that the FACTS dictate the direction of your project: NOT OPINION!

 

 

HIPPO Polka They Will Steal Your Women

HIPPO Polka - They Will Even Steal Your Women!

Stop! Take the HIPPO-Critic Oath: Fundamental rules for shooting HIPPOs:

1) I promise to arm myself with as many weapons as possible and vow to Use Multiple Tools

2) I promise to Present Findings in the Simplest Way Possible and will never puke data (bullet points rule!)

3) I promise to Use the Insights to Make Changes and will NEVER let my client dictate what we do.

Signed: A New Recruit in the War Against HIPPO’s

 

 

I want you to get mad!

If you answered yes, or even maybe to any of the above then the internet needs you! Help protect it from narrow minded HIPPO-ignoramuses that are hell bent on making websites more complicated than they need to be! Join me in the crusade to Shoot the HIPPO! Share this blog and Follow me @tombowdenCRO on Twitter!