Booking Hotel, Flight, Train, Event & Rental Car

Enhancing E-Commerce Conversion

Through User Interfaces &

User Experiences

Natali Ardianto

Co-founder & CTO Tiket.com

Co-founder & CTO Golfnesia.com

Co-founder & CTO Urbanesia.com

What is UI & UX

• User Interfaces (UI)

– A user interface is the system by which people (users) interact with a machine

– The goal of human-machine interaction engineering is to produce a user interface which makes it easy (self exploratory), efficient, and enjoyable (user friendly) to operate a machine in the way which produces the desired result

• User Experiences (UX)

– involves a person's behaviors, attitudes, and emotions about using a particular product, system or service

– user experience includes all the users' emotions, beliefs, preferences, perceptions, physical and psychological responses, behaviors and accomplishments that occur before, during and after use

STATIC WEBSITE IS NOT AN ONLINE PRESENCE

Customers should be able to look for informations

Last Minute Bookings

Name Your Own Price

Travel Packages Daily Deals

Social Media With Booking Ability

Social Media With Booking Ability

Infinite Options

MANAGE YOUR PRODUCT PRICE POINT CAREFULLY

Do not just roll the dice

GIVE QUALITY PICTURES OF YOUR PRODUCTS

SIZE DOES MATTER

9.46% increase in sales mall.cz – confidence level 96%

MORE PICTURES FOR YOUR PRODUCTS

BEAUTY IS IN THE DETAILS

SEARCH BOX THAT WORKS

SIMPLIFY YOUR NAVIGATION MENU

SHORT ATTENTION SPAN

First impression only lasts for SIX second

ACM Transactions of the Web

Above The Fold

CHOOSE YOUR COLORS WISELY

Choose your Colors Wisely

Red button receive 21% more clicks than green!

LOCATION, POSITION, PLACEMENT

Position of Buttons

Before After

AMD Tried 6 social sharing variations

3600% increase in social sharing amd.com

NO HIDDEN FEES

GET A (PHONE) NUMBER

GET A (PHONE) NUMBER

GIVE RECOMMENDATION AVOID GIVING TOO MUCH OPTIONS

the more choice there is, then the lower the chances of a decision actually being made and acted upon

Variable pricing: +$420/mo revenue / 2161 visitors (~$0.19 a visitor) Pricing plans: +$876/mo revenue / 2153 visitors (~$0.41 a visitor) +100% revenue (and revenue-per-visitor)

Serverdensity.com – confidence level 93%

KISS: KEEP IT SIMPLE AND STRAIGHFORWARD

KISS

• users strongly prefer website designs that look both simple (low complexity) and familiar (high prototypicality)

International Journal of Human-Computer Studies, vol. 70(11) (2012), pp. 794-811

KISS

“After we realised that, we just went onto the site and deleted that field - overnight there was a change, resulting in

$12m of profit a year, simply by deleting a field” Expedia.com

Riddle me this, riddle me that

• What page has two fields, two buttons, and one link?

• Username & password fields, login & register buttons, forgot password link

• Can you make it even more simpler?

KISS once again

• They took away the Register button. In its place, they put a Continue button with a simple message: "You do not need to create an account to make purchases on our site. Simply click Continue to proceed to checkout. To make your future purchases even faster, you can create an account during checkout.“

• Conversion rate went up 45%

• Generating $ 300.000.000 additional purchases for the first year

Bestbuy.com

PT. Global Tiket Network Jakarta 12980 Jl. Kawi No 45 Setiabudi +62 21 8378 2121

Bali 80361 The Sunset Bali Hotel Jl Dewi Sri – Kuta +62 361 743 6222

@NataliArdianto

Natali@tiket.com