the importance of being obvious
DESCRIPTION
Slides from my Multipack Show and Tell talk, about how we increased the enquiry rate on used vehicle pages by making the next steps people can take more obvious, the results that ensued, and continuing to test in the future.TRANSCRIPT
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The
IMPORTANCEof being
OBVIOUS
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Know thy
ENEMY
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Your Mission
BOOK A TEST DRIVE
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Full disclosure
COMPLETELY MY FAULT
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Introducing
CLARITY
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The
“CALL TO ACTION”
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The
“CALL TO ACTION”BOOK A
TEST
DRIVE!
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The
“CALL TO ACTION”BOOK A
TEST
DRIVE!GET A
FINANCE QUOTE
GENERAL ENQUIRYRESERVE THIS CAR NOW!
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YOU DON’T
NEED TO BE
BLATANT TO BE
OBVIOUS
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Testing your
CHANGES
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Reap the
REWARDS
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20102009
MONTHLY ENQUIRIES ON VEHICLES
100
200
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400
500
600
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Ap
r 20
09
May
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200
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Jul 2
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20
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2010 2011
MONTHLY ENQUIRIES ON VEHICLES
100
200
300
400
500
600
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4,800+ENQUIRIES ON VEHICLES
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★ DEFINE WHAT YOU WANT TO DO★ MAKE THINGS OBVIOUS FOR USERS★ TEST YOUR CHANGES★ MEASURE THE RESULTS
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