tag:econsultancy.com,2008:/blog/authors/paul-rouke Posts by Paul Rouke from the Econsultancy blog 2017-10-11T10:16:00+01:00 tag:econsultancy.com,2008:BlogPost/69495 2017-10-11T10:16:00+01:00 2017-10-11T10:16:00+01:00 Why the butterfly effect is killing the conversion optimisation industry Paul Rouke <p><strong>I have spent the last 15+ years working in the digital industry, primarily in user research, UX and “conversion optimisation”.</strong></p> <p>My experiences running a conversion optimisation agency have led me to conclude that the conversion optimisation industry is really, really messed up.</p><p><a href="https://econsultancy.com/blog/69495-why-the-butterfly-effect-is-killing-the-conversion-optimisation-industry/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/68648 2017-01-06T13:40:00+00:00 2017-01-06T13:40:00+00:00 Five predictions for conversion rate optimisation (CRO) in 2017 Paul Rouke <p><strong>2017 may finally be the year that businesses start to become customer-centric and embrace intelligent, strategic conversion optimisation (I’ve been saying that every year for what seems like a while now).</strong></p><p><a href="https://econsultancy.com/blog/68648-five-predictions-for-conversion-rate-optimisation-cro-in-2017/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/68646 2016-12-21T15:30:00+00:00 2016-12-21T15:30:00+00:00 Was 2016 the year companies finally moved beyond button testing in CRO? Paul Rouke <p><strong>Green for “go!” will convert better, surely?</strong></p> <p>I’m still shocked at the basic nature of A/B testing taking place across the digital industry.</p><p><a href="https://econsultancy.com/blog/68646-was-2016-the-year-companies-finally-moved-beyond-button-testing-in-cro/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/68375 2016-10-12T14:00:00+01:00 2016-10-12T14:00:00+01:00 Airbnb: How its customer experience is revolutionising the travel industry Paul Rouke <p><strong>Airbnb started in 2008 and got its name when its three founders rented out air mattresses on the floor of their San Francisco apartment during a conference.  </strong></p> <p>Since then, the company has come a long way.</p> <p>It’s been disrupting the travel industry by understanding, and moving with, shifts in consumer behaviour.</p><p><a href="https://econsultancy.com/blog/68375-airbnb-how-its-customer-experience-is-revolutionising-the-travel-industry/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/68211 2016-09-01T11:56:00+01:00 2016-09-01T11:56:00+01:00 13 qualities that will help make you a great business leader Paul Rouke <p><strong>Bad leadership is the root cause of why millions of people across the world do not enjoy going to work every day.</strong></p> <p>Good leadership provides the confidence to overcome hurdles. Good leadership encourages people to think big.</p><p><a href="https://econsultancy.com/blog/68211-13-qualities-that-will-help-make-you-a-great-business-leader/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/68080 2016-07-20T10:58:00+01:00 2016-07-20T10:58:00+01:00 It's time to reinvent the HiPPO Paul Rouke <p><strong>The acronym HiPPO carries a negative connotation, but it doesn't have to. Going forward, it can be a beacon of positivity.</strong></p> <p>Here's why.</p><p><a href="https://econsultancy.com/blog/68080-it-s-time-to-reinvent-the-hippo/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/67870 2016-05-24T11:19:35+01:00 2016-05-24T11:19:35+01:00 Why ASOS is still leading the online retailing pack Paul Rouke <p><strong>I have been a long-time admirer of the ASOS user experience. </strong></p> <p>For over six years I have been using examples from throughout the site's end-to-end experience in training and presentations.</p> <p>Dare I say ASOS is the epitome of “ecommerce best practice”?</p><p><a href="https://econsultancy.com/blog/67870-why-asos-is-still-leading-the-online-retailing-pack/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/67630 2016-03-16T12:07:00+00:00 2016-03-16T12:07:00+00:00 Forget AO.com, does Benefit Cosmetics offer the best ecommerce experience? Paul Rouke <p><strong>In a previous post I asked the question “<a href="https://econsultancy.com/blog/66768-ao-com-the-best-ecommerce-experience-available-online/">Is AO.com the best ecommerce experience online?</a>”</strong></p> <p>In my opinion there are four areas in which the brand excels and that are the foundation of a market-leading online experience.</p> <p>These are:</p><p><a href="https://econsultancy.com/blog/67630-forget-ao-com-does-benefit-cosmetics-offer-the-best-ecommerce-experience/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/67454 2016-02-01T10:09:36+00:00 2016-02-01T10:09:36+00:00 Five digital realities every CEO & MD must face in 2016 Paul Rouke <p><strong>Times are changing. The C-Suite has to acknowledge that savvier investment needs to be made to ensure the online experience is a knockout.</strong></p> <p>There are some things in life that can’t be changed. You can’t change your blood relations but that doesn’t mean you’re stuck with them.</p><p><a href="https://econsultancy.com/blog/67454-five-digital-realities-every-ceo-md-must-face-in-2016/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/67245 2015-11-25T11:56:00+00:00 2015-11-25T11:56:00+00:00 Why MVT doesn't live up to the hype & isn't worth significant investment Paul Rouke <p><strong>Multivariate testing or MVT is synonymous with the testing and conversion optimisation industry - not forgetting the other inherently flawed three-letter acronym, <a href="https://econsultancy.com/reports/conversion-rate-optimization-report/">CRO</a>.</strong></p> <p>MVT is often used by businesses as a catch all term, used to describe the fact that they have a testing tool and that they are running tests on their website.</p><p><a href="https://econsultancy.com/blog/67245-why-mvt-doesn-t-live-up-to-the-hype-isn-t-worth-significant-investment/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/66768 2015-08-31T10:04:00+01:00 2015-08-31T10:04:00+01:00 AO.com: The best ecommerce experience available online? Paul Rouke <p><strong>In previous articles I have discussed my admiration for the online experiences offered by the likes of <a title="ASOS Checkout" href="https://econsultancy.com/blog/8391-persuasive-checkout-best-practice-from-asos/" target="_blank">ASOS</a>, <a title="Booking.com the most persuasive site on the internet?" href="https://econsultancy.com/blog/64681-is-booking-com-the-most-persuasive-website-in-the-world/" target="_blank">Booking.com</a> and (yes, honestly) <a title="Lingscars Persuasion " href="https://econsultancy.com/blog/9067-lings-cars-and-the-art-of-persuading-visitors-to-buy/" target="_blank">Lingscars.com</a>.</strong></p> <p>Now it is time to add another online experience to the pantheon of greats; the phenomenal ecommerce experience that is AO.com (formerly Appliances Online).</p> <p>My opinion is that AO.com is among the most customer-centric retailers I have had the pleasure of knowing in more than 15 years working in the ecommerce industry.</p><p><a href="https://econsultancy.com/blog/66768-ao-com-the-best-ecommerce-experience-available-online/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/66434 2015-05-12T11:06:09+01:00 2015-05-12T11:06:09+01:00 Vanity versus sanity metrics in conversion optimisation Paul Rouke <p><strong>In the final post of the five-part series, I explain why you want to swap out your vanity metrics for sanity metrics in conversion optimisation.</strong></p><p><a href="https://econsultancy.com/blog/66434-vanity-versus-sanity-metrics-in-conversion-optimisation/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/66341 2015-05-06T11:23:00+01:00 2015-05-06T11:23:00+01:00 What can the German football team tell us about conversion optimisation? Paul Rouke <p><strong>In the penultimate article in my series on conversion optimisation, I will explain how the global dominance of the German national football team through their commitment to success in all areas of the game, can be compared to a successful business using CRO to secure their position in the market.</strong></p><p><a href="https://econsultancy.com/blog/66341-what-can-the-german-football-team-tell-us-about-conversion-optimisation/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/66340 2015-04-29T11:06:00+01:00 2015-04-29T11:06:00+01:00 Four critical areas for long term growth through optimisation Paul Rouke <p><strong>In the third article of my series on CRO, I highlight the four critical areas a business needs to crack in order to gain long-term growth through optimisation.</strong></p><p><a href="https://econsultancy.com/blog/66340-four-critical-areas-for-long-term-growth-through-optimisation/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/66339 2015-04-21T10:21:00+01:00 2015-04-21T10:21:00+01:00 Five characteristics of businesses ready to grow through data driven optimisation Paul Rouke <p><strong>In the second part of this series, I'll analyse the five common characteristics of businesses who are ready to use a data driven approach to generating significant growth through a conversion optimisation programme. </strong></p><p><a href="https://econsultancy.com/blog/66339-five-characteristics-of-businesses-ready-to-grow-through-data-driven-optimisation/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/66331 2015-04-16T10:10:00+01:00 2015-04-16T10:10:00+01:00 Conversion optimisation: assess the maturity of your current approach Paul Rouke <p><strong>Everyone wants to do it and those that are, probably aren't doing it right. In this way, Conversion Optimisation is just like sex. </strong></p> <p>This article is the first in a series of five which aims to help your business utilise <a href="https://econsultancy.com/reports/conversion-rate-optimization-report/">Conversion Optimisation</a> as its biggest growth lever.</p><p><a href="https://econsultancy.com/blog/66331-conversion-optimisation-assess-the-maturity-of-your-current-approach/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/65292 2014-08-08T11:35:52+01:00 2014-08-08T11:35:52+01:00 Are these the best FAQs in the world by LINGsCARS? Paul Rouke <p><strong>FAQs can be found on many websites and typically they are presented in standard text format. </strong></p> <p>Maybe there is a <a href="https://econsultancy.com/blog/10407-site-search-for-e-commerce-13-best-practice-tips">suggestive search facility</a> to aid the visitor’s ability to find relevant answers quickly and efficiently. </p> <p>But what if you wanted to make your FAQs more memorable, more unique and provide a reason for your visitors to use these rather than picking up the phone and asking customer services a question?</p> <p>Enter stage left LINGsCARS and what are labelled “The best FAQs in the world!”</p><p><a href="https://econsultancy.com/blog/65292-are-these-the-best-faqs-in-the-world-by-lingscars/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/64840 2014-05-14T16:31:00+01:00 2014-05-14T16:31:00+01:00 Booking.com: the most persuasive selling page in the world? Paul Rouke <p><strong>In my last article, I asked whether <a href="https://econsultancy.com/blog/64681-is-booking-com-the-most-persuasive-website-in-the-world#i.1cso4ui1efnebh">Booking.com is the most persuasive website in the world</a>.  </strong></p> <p>Now I want to provide more insights on how it is delivering content on a crucial page in the browsing journey: the hotel detail page. </p> <p>If you’d like to read more about the persuasive techniques used on the search results page, take a look at my article titled <a href="https://econsultancy.com/blog/8151-booking-com-improving-conversion-with-best-practice-persuasive-design">Booking.com improving conversion with best practice persuasive design</a>.</p><p><a href="https://econsultancy.com/blog/64840-booking-com-the-most-persuasive-selling-page-in-the-world/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/64681 2014-04-10T13:47:00+01:00 2014-04-10T13:47:00+01:00 Is Booking.com the most persuasive website in the world? Paul Rouke <p><strong>One of the most important areas to invest time into is developing the <a href="https://econsultancy.com/blog/63695-five-persuasive-web-design-techniques-to-increase-conversions">persuasive layer </a>of your online experience and deliver more reasons for your visitors to do what you want them to do. </strong></p> <p>In fact, I see persuasion as being one of the next big battlegrounds online.</p> <p>As more websites are upping their game around the fundamentals of good user experience and usability principles they’re looking for the next area of growth and to gain competitive advantage. </p> <p>One brand I’ve paid particular attention to since 2009 has been Booking.com. I previously wrote a piece back in October 2011 about the wide range of <a href="https://econsultancy.com/blog/8151-booking-com-improving-conversion-with-best-practice-persuasive-design">persuasive techniques</a> used on its search results page.</p> <p>Since then Booking.com has continually evolved and refined its online experience, adding in new features, functionality and in particular using even more persuasive techniques.</p> <p>In this article, which is the first in a series,  I’ve highlighted many of these newer features and provided tips and advice on how to apply these techniques to your business. </p><p><a href="https://econsultancy.com/blog/64681-is-booking-com-the-most-persuasive-website-in-the-world/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/64175 2014-01-22T10:45:00+00:00 2014-01-22T10:45:00+00:00 Was 2013 the year of conversion optimization? Paul Rouke <p><strong>Twelve months on from writing “<a title="Paul Rouke - Will 2013 be the year of conversion optimisation?" href="http://econsultancy.com/blog/11372-will-2013-be-the-year-of-conversion-optimisation" target="_self">Will 2013 be the year of conversion rate optimization?</a>” I’d like to follow up and share some answers and stories from what we saw in 2013. </strong></p> <p>One thing is clear, <em>last year was absolutely the most progressive we have experienced</em>, with a continued trend towards brands embracing a data driven, on-going optimization strategy.</p><p><a href="https://econsultancy.com/blog/64175-was-2013-the-year-of-conversion-optimization/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/63038 2013-07-10T11:34:00+01:00 2013-07-10T11:34:00+01:00 What can retailers do to reduce returns rates? Paul Rouke <p><strong>I was recently involved in an online discussion (<a href="http://ecomchat.org/">ecomchat</a>) which started when the question was asked <em>"how important is delivery, shipping &amp; returns for retailers?".</em></strong></p> <p>I responded with a home truth based on all the 100's of hours of user research that we have conducted/are continually conducting for multichannel retailers. </p> <blockquote> <p>When a user/consumer has a choice of retailer from which to buy the product they are looking for, after price then it is almost always delivery options, delivery costs and then the returns proposition that are the three most important factors which influence buyer behaviour.</p> </blockquote><p><a href="https://econsultancy.com/blog/63038-what-can-retailers-do-to-reduce-returns-rates/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/62622 2013-04-29T10:52:00+01:00 2013-04-29T10:52:00+01:00 A responsive ecommerce masterclass from Nixon: part one Paul Rouke <p><strong><img style="float: left;" src="http://i.imgur.com/KD0elZL.jpg" alt="" width="130">We are being asked more and more by our clients to provide support as they move towards <a href="http://econsultancy.com/uk/blog/10977-what-is-responsive-design-and-do-you-really-need-it">responsive design</a>. In particular our retail clients are aiming to deliver ‘best in class’ responsive ecommerce experiences for their visitors. </strong></p> <p>Couple this with them being committed to an optimisation strategy, and we are extremely excited about the potential to improve their online performance.</p> <p>But the challenge is, with so few larger retailers with large product catalogues already having moved to a <a href="http://econsultancy.com/uk/blog/61824-10-brilliant-examples-of-responsive-design-in-ecommerce">responsive design</a> (and this doesn’t mean the ones that have are necessarily doing it well) where can inspiration be gained to deliver a best in class experience?</p> <p>Enter stage left Nixon, which <a href="http://uk.nixon.com/about/">starts its about page text</a> with ‘<em>We make the little shit better</em>’.</p><p><a href="https://econsultancy.com/blog/62622-a-responsive-ecommerce-masterclass-from-nixon-part-one/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/11372 2012-12-19T13:10:00+00:00 2012-12-19T13:10:00+00:00 Will 2013 be the year of conversion optimisation? Paul Rouke <p><strong><img style="float: left;" src="http://assets.econsultancy.com/images/resized/0002/7181/52824191_boost-your-website-conversion-rate1-blog-third.jpg" alt="" width="180">For what feels like the last five years it has been predicted that "next year will be the year of mobile." </strong></p> <p>Well perhaps 2012 was finally that year in many aspects, and long live the <a href="http://econsultancy.com/uk/reports/the-multichannel-retail-survey">multichannel shopper</a> I say. So before I start seeing "2013 will be the year of the tablet", I'm hoping that 2013 will finally be the year of conversion optimisation.</p> <p>To be more precise this is actually profit optimisation, but let’s not muddy the waters too much and just focus on the big C for now.</p> <p>Here are the predictions from me and my team at PRWD for what 2013 has in store for the testing and optimisation industry. What do you think?</p><p><a href="https://econsultancy.com/blog/11372-will-2013-be-the-year-of-conversion-optimisation/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/11125 2012-11-19T11:15:00+00:00 2012-11-19T11:15:00+00:00 Eight online shopping behaviour traits of men Paul Rouke <p><strong><img style="float: left;" src="http://assets.econsultancy.com/images/resized/0002/5951/male-brain-home-page-post-blog-third.gif" alt="" width="200" height="112">Like Johnny Depp was once quoted as saying, I’m fascinated by human behaviour, by what’s underneath the surface, by the words inside people. </strong></p> <p>By spending considerable time with people using different websites in both their natural and controlled research environments, I’m able to cater for this satisfaction.</p> <p>As a follow up to my <a href="http://econsultancy.com/uk/blog/7190-nine-women-x-nine-hours-nine-usability-insights">nine women x nine hours = nine usability insights</a> article, I am sharing some of the most prevalent behavioural traits of men when shopping online.</p> <p>There will always be some differences and many of these have been observed with female consumers, but this list is very much up-to-date and representative of the male population.</p><p><em>If men are part of your target audience, which of the behaviours traits are you triggering or avoiding to persuade them to buy from you?</em></p><p><a href="https://econsultancy.com/blog/11125-eight-online-shopping-behaviour-traits-of-men/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/10241 2012-07-03T10:39:00+01:00 2012-07-03T10:39:00+01:00 Nine valuable techniques to persuade visitors to buy in 2012 Paul Rouke <p><img style="float: left;" src="http://assets.econsultancy.com/images/resized/0002/0512/persuasion-techniques-2012_1_-home-page-post-blog-third.gif" alt="" width="200" height="112"><strong>More and more of our time is spent helping our clients not only make their online experiences more usable but developing a persuasion strategy that will run through their online customer journey.</strong></p> <p>In order for us to be able to develop these persuasive strategies, the majority of our time is spent one-to-one with consumers, understanding what motivates them, observing their online behaviour and understanding how they are influenced to buy online with one retailer over another.</p> <p>With all this in mind, as a follow up to my previous article, <a href="http://econsultancy.com/uk/blog/7190-9-women-x-9-hours-9-usability-insights">Nine women x nine hours = nine usability insights</a>, this article details an up-to-date list of nine of the most influential persuasive techniques, in no particular order, that retailers are using to encourage visitors to buy in 2012.</p><p><a href="https://econsultancy.com/blog/10241-nine-valuable-techniques-to-persuade-visitors-to-buy-in-2012/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/9067 2012-02-21T10:55:00+00:00 2012-02-21T10:55:00+00:00 Lings Cars and the art of persuading visitors to buy Paul Rouke <p><strong><img style="float: left;" src="http://assets.econsultancy.com/images/0001/6062/ling_stripes_116.gif" alt="" width="116" height="116">Now and again you see a website so different to the norm that you can’t help but be intrigued. <a title="Lings Cars" target="_self">Lings Cars</a> reverses perfectly in to that space. </strong></p> <p>The easy option here would be for me give the site a good going over with a usability stick, but I wouldn’t be the first to do that and quite frankly I don’t want to have Ling Valentine breathing now my neck and boxing me into submission....</p> <p>Instead, what I want to hopefully do in this article is identify a wide range of persuasive, psychologically rooted design techniques that this website uses to a) build trust and then b) encourage you to hire.</p> <p>Stay with me on this, I know when you first see the site you may well have a WTF moment and wonder how anyone would/could find their way around the site, but if you don’t know already Ling shifts quite a few cars over the course of the year: <strong>£35m in 2010 </strong>in fact.</p><p><a href="https://econsultancy.com/blog/9067-lings-cars-and-the-art-of-persuading-visitors-to-buy/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/8391 2011-11-30T10:14:00+00:00 2011-11-30T10:14:00+00:00 Persuasive checkout best practice from ASOS Paul Rouke <p><strong>As a follow-up to my earlier article, <a title="Shopping basket best practice from ASOS" href="http://econsultancy.com/uk/blog/7106-asos-shopping-basket-best-practice" target="_self">Shopping basket best practice from ASOS</a>, I’ve taken a look at the updated ASOS checkout experience. It includes one change which has reduced their checkout abandonment rate by 50%.</strong></p> <p>The ASOS website delivers an excellent browsing and shopping experience, and I regularly feature examples from the retailer in my <a href="http://econsultancy.com/uk/training/courses/e-commerce-usability-and-best-practice-for-online-retailers">e-commerce best practice training courses</a>.</p> <p>The updated checkout continues this trend, as the earlier version certainly didn’t fit in well with their highly tuned shopping experience up to checkout.</p> <p>This article will recap on what ASOS is doing well on its shopping basket, look at how it is handling new customer checkout, and the variety of persuasive checkout lessons we can take from them as well as identifying a few areas of improvement.</p><p><a href="https://econsultancy.com/blog/8391-persuasive-checkout-best-practice-from-asos/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/8151 2011-10-18T11:15:00+01:00 2011-10-18T11:15:00+01:00 Booking.com: improving conversion with best practice persuasive design Paul Rouke <p><strong>Persuasive design is something that has been around for many many years, not least in the way high street stores and supermarkets lay out their stores to encourage and entice customers to buy as they arrive and walk around.</strong></p> <p>In the online world, PET (persuasion, emotion, trust) is an approach that was pioneered by Human Factors International, and alongside usability and user experience, designing with persuasion in mind is an extremely powerful approach to positively impact on conversion rates.</p> <p>In my experience, one site which has persuasion rooted in its design, content and layout is Booking.com.  </p> <p><img src="http://assets.econsultancy.com/images/resized/0001/3023/booking.com-blog-full.png" alt="" width="550" height="342"></p> <p>In this article I provide a breakdown of some of the key persuasive elements that booking.com deliver.</p><p><a href="https://econsultancy.com/blog/8151-booking-com-improving-conversion-with-best-practice-persuasive-design/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/7972 2011-09-07T13:11:00+01:00 2011-09-07T13:11:00+01:00 67 questions usability testing can answer Paul Rouke <p><strong>From experience, usability testing is THE most enlightening and powerful activity that brands can carry out to answer an extensive range of questions which can be crucial to how their website performs.</strong></p> <p>As well as providing genuine evidence of what people are doing on websites, usability testing provides compelling insights as to WHY people are doing what they are doing. OK, stay with me on this, I know I’m not enlightening anyone so far with this statement…</p> <p><img src="http://assets.econsultancy.com/images/0001/2193/questions-home-page-post.gif" alt=""></p> <p>The problem (or opportunity) is the term usability testing, or user testing, whichever you prefer to use. Testing is much more than just testing the ‘usability’ of a website, much more than just testing how affective a website is in achieving its goals.</p><p><a href="https://econsultancy.com/blog/7972-67-questions-usability-testing-can-answer/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/7600 2011-06-07T10:50:00+01:00 2011-06-07T10:50:00+01:00 Checkout best practice revisited Paul Rouke <p><strong>It’s been over two years since I published an article on the Econsultancy blog entitled: <a title="Checkout best practice recommendations from Paul Rouke" href="http://econsultancy.com/uk/blog/3539-are-retailers-following-best-practice-to-improve-conversion-rates" target="_blank">Are retailers following best practice to improve conversion rates?</a></strong></p> <p>In that article I was specifically looking at the <a href="http://econsultancy.com/uk/reports/checkout-optimization-guide">checkout processes</a> of a variety of retailers, and in particular whether or not they have enclosed (or in other words removed site wide elements and distractions to focus the user) the process. </p> <p>In this article I have revisited the retailers who featured in this article to see which of the retailers who didn’t enclose their checkouts then are now using this approach . </p> <p><a href="http://econsultancy.com/uk/blog/6623-why-you-should-enclose-the-checkout-process">Enclosing the checkout</a> is an approach I almost always recommend my retail clients adopt as a primary way of improving their checkout funnel conversion rate.</p><p><a href="https://econsultancy.com/blog/7600-checkout-best-practice-revisited/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/7461 2011-04-27T13:32:00+01:00 2011-04-27T13:32:00+01:00 WTF does usability best practice actually mean? Paul Rouke <p><strong>What constitutes usability best practice for e-commerce? In fact, what makes something/anything 'best practice'?</strong></p> <p>I’m the first one to say that I regularly refer to ‘usability best practice’ and best practice is certainly a phrase used often enough by Econsultancy. I thought it would be worth starting a discussion on what you think when they hear this term, and what you feel justifies having the label ‘best practice’. </p> <p>Or perhaps you feel it should just be banished from our industry!</p><p><a href="https://econsultancy.com/blog/7461-what-the-hell-does-usability-best-practice-actually-mean/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/7190 2011-02-23T11:37:00+00:00 2011-02-23T11:37:00+00:00 Nine women x nine hours = nine usability insights Paul Rouke <p><strong>No matter how many times I am involved in user testing sessions, I never stop learning about people's browsing habits and the different aspects of a company’s proposition that affect how people respond to a given website.</strong></p> <p>Recently we have carried out two days of user testing for a high street retailer, and although these aren’t groundbreaking, what follows are nine key online shopping insights that all nine women (there should have been 10 but we had a late no-show) who took part provided during the test sessions.</p><p><a href="https://econsultancy.com/blog/7190-nine-women-x-nine-hours-nine-usability-insights/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/7106 2011-02-01T12:47:00+00:00 2011-02-01T12:47:00+00:00 Shopping basket best practice from ASOS Paul Rouke <p><strong>Shopping baskets (or shopping carts) are a key part of the customer journey when shopping online. They are a gateway for visitors into your checkout process. </strong></p> <p>Retailers can choose to provide visitors with a wide range of information, links and other potential distractions, or alternatively they can keep their shopping basket minimal to focus purely on checking out.</p><p>Based upon my experience of working with a range of blue chip retailers over the last 10 years, there are a variety of best practice techniques and types of information to display in order to encourage visitors to proceed from the shopping basket to the checkout process.</p> <p>In addition, retailers should look at answering as many customer questions as possible before they enter the checkout process, paving the way for a simple checkout that is a formality for most visitors.</p><p><a href="https://econsultancy.com/blog/7106-shopping-basket-best-practice-from-asos/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/6079 2010-06-16T11:01:00+01:00 2010-06-16T11:01:00+01:00 How to reduce checkout abandonment and increase customer registrations Paul Rouke <p><strong>In an ideal world most, if not all, retailers would like their new customers to register when they place their first order, thus opening up the potential of a building a more meaningful long-term relationship with the customer.</strong></p> <p>Unfortunately most new customers want to avoid registering and just checkout as quickly as possible, so how can retailers encourage more registrations without deterring customers? </p><p><a href="https://econsultancy.com/blog/6079-how-to-reduce-checkout-abandonment-and-increase-customer-registrations/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/4512 2009-08-26T16:28:00+01:00 2009-08-26T16:28:00+01:00 Take five seconds to test your call to action and USP Paul Rouke <p><img style="float: left;" src="http://farm2.static.flickr.com/1258/1242426877_9cdace7a19_m.jpg" alt="Horse behind a fence" width="240" height="160"><strong>You may be focused on improving the conversion rate for your website, or simply wanting to ensure that your visitors can quickly get an idea of what you do and offer. </strong></p> <p>Whatever your goals, having a clear proposition and call to action are two areas that can have a positive impact on your business performance.</p> <p>In this post I will be talking about a web application that you can use to help you and your business gain invaluable insights from end users. </p><p><a href="https://econsultancy.com/blog/4512-take-five-seconds-to-test-your-call-to-action-and-usp/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/4340 2009-08-04T10:09:00+01:00 2009-08-04T10:09:00+01:00 Traffic segmentation: humble or sliced, which pie are you having? Paul Rouke <p><strong><img style="float: right;" src="http://farm4.static.flickr.com/3077/3787802475_12484ac047_o.jpg" alt="pie" width="183" height="250">OK so the idea of segmenting your customers and prospects isn't breaking news.</strong> <strong>What would make for some interesting headlines would be the percentage of businesses using segmentation effectively. </strong></p> <p>With this in mind, and with the continued increase in knowledge based content around social media and the importance to businesses being published online, I've taken a step back.</p><p><a href="https://econsultancy.com/blog/4340-traffic-segmentation-humble-or-sliced-which-pie-are-you-having/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/4004 2009-06-15T14:42:34+01:00 2009-06-15T14:42:34+01:00 Pureplay and high street fashion retailers - who values usability more? Paul Rouke <p><img style="float: right;" src="http://www.prwd.co.uk/assets/images/blog/fashion-retailers.gif" alt="Fashion retailer logos" width="250" height="220"><strong>With the continued growth of online shopping, and with new pureplay retailers entering the market looking for new opportunities, I would expect that the biggest players would be leading the way in terms of customer experience.</strong></p> <p>With the upcoming <a title="Online Fashion 100 Event from Leon Bailey-Green" href="http://www.paulrouke.co.uk/2009/06/12/online-fashion-100-from-leon-bailey-green/">Online Fashion 100 event</a> in London that I'll be attending, I have taken a look at some of the biggest players in the fashion industry, both pureplay retailers and high street retailers. </p> <p>I was particularly interested to look at key areas of their online customer experience to find out: </p> <p>1) how well some of these brands are are delivering intelligent and meaningful cross-sell and up-sells to drive higher average order values, and...</p> <p>2) which retailers are potentially losing sales due to a lack of focus on the full customer experience, right through to the end of the checkout process.</p><p><a href="https://econsultancy.com/blog/4004-pureplay-and-high-street-fashion-retailers-who-values-usability-more/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/3777 2009-05-07T10:10:00+01:00 2009-05-07T10:10:00+01:00 Amazon relying on brand credibility instead of good usability Paul Rouke <p><strong><img style="float: right;" src="http://www.prwd.co.uk/assets/images/blog/amazon-book-depository.gif" alt="Amazon and The Book Depository logos" width="250" height="220"></strong><strong>If ever a retailer could get away with having exceptional cross-selling and up-selling functionality, yet provide a new visitor checkout process and web forms that break many usability rules, Amazon is certainly one of them. On the other hand one of Amazon's competitors, The Book Depository, certainly appears to focus more on providing better usability throughout the buying journey, especially for new customers.</strong></p> <p>Following the recent e-commerce training course I delivered for Econsultancy, the usability benchmarking that is part of the course threw up some really interesting market insights. Although many retailers are featured in the course, providing examples of good and bad e-tail usability and best practice, I purposely refrained from including Amazon. </p><p><a href="https://econsultancy.com/blog/3777-amazon-relying-on-brand-credibility-instead-of-good-usability/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/3539 2009-03-23T10:30:00+00:00 2009-03-23T10:30:00+00:00 Are retailers following best practice to improve conversion rates? Paul Rouke <p><strong><img style="float: right;" src="http://www.prwd.co.uk/assets/images/checkout-logos.gif" alt="Retailer logos for John Lewis, Play.com, Toyrus and PC World" width="250" height="250">Now with our economy firmly in a recession, most retailers no longer have the types of budgets available to replatform. Instead, 2009 will be a year for improving their existing platforms, trying to increase conversion rates, average order values and returning visitor numbers.</strong></p> <p>So with this primary drive to improve performance, are retailers doing all that they can? Are retailers following best practice to help more visitors complete the buying process, and are retailers removing usability barriers to ensure that in such competitive times visitors aren’t encouraged to find reasons why they shouldn’t complete their purchase?</p><p><a href="https://econsultancy.com/blog/3539-are-retailers-following-best-practice-to-improve-conversion-rates/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/2906 2008-10-28T10:30:00+00:00 2008-10-28T10:30:00+00:00 Usable internal software systems – just a pipedream? Paul Rouke <p> <strong>Usability as a criteria for judging internal software solutions is not only overlooked but often undervalued when compared to one of its big sisters, so called ‘cost reducing features’.</strong> </p><p>With the penetration of enterprise software throughout businesses all over the world, will we as end users ever experience user friendly internal software, to the levels to which we are accustomed with the latest ‘user centered’ web applications?</p><p><a href="https://econsultancy.com/blog/2906-usable-internal-software-systems-just-a-pipedream/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p>