understanding user behaviour and increasing site "stickiness"
Post on 19-Oct-2014
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DESCRIPTION
Tips on how to increase stickiness on transactional websites. Presented at SES London 2012 by Jeff Slipko of the Expedia Affiliate Network.TRANSCRIPT
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London | 20–24 Feb, 2012 | #seslondon
Jeff Slipko - Expedia Affiliate Network
Understanding User Behavior &Increasing Site Stickiness
![Page 2: Understanding User Behaviour and Increasing Site "Stickiness"](https://reader033.vdocument.in/reader033/viewer/2022061109/54448660afaf9f550d8b4964/html5/thumbnails/2.jpg)
London | 20–24 Feb, 2012 | #seslondon
SEO and Usability
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Stickiness?
• Expedia = Travel Transactional
• Increasing Conversion
• Not More Time on Site
• UX - Careful of Distractions
London | 20–24 Feb, 2012 | #seslondon
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Tips To Increasing Stickiness
London | 20–24 Feb, 2012 | #seslondon
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London | 20–24 Feb, 2012 | #seslondon
• Increase number of results per page• Sort for proximity of landmark / address• Visuals (images, map)• Suggest alternate properties
Return Relevant Results
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Encourage Use of Filters• Dynamic• Sliders when possible• Retain all filters and sorts• Add option to clear selected fields
London | 20–24 Feb, 2012 | #seslondon
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Clear Price Displays• Bigger is better
• Highlight promotional rates
• Remain consistent through funnel
• Create transparency
• Allow customers to change currency
London | 20–24 Feb, 2012 | #seslondon
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Create Urgency• Highlight 5 or less rooms
• Number of times booked
• Number of users viewing
• Time of last booking
London | 20–24 Feb, 2012 | #seslondon
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Urgency – Number of Rooms Left
London | 20–24 Feb, 2012 | #seslondon
2 . 5%Increase in conversion
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London | 20–24 Feb, 2012 | #seslondon
Easy to Find Content• Limit tabs
• Don’t make customers search• Show thumbnails on main page
• Include guest reviews
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London | 20–24 Feb, 2012 | #seslondon
Property Details Photo Layout Is The Winner
2 . 28%Increase in conversion
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London | 20–24 Feb, 2012 | #seslondon
Streamline Checkout
• Remove Unnecessary fields and steps• Test one-page flow• Remove links from checkout header• Provide phone number• Remind customer what they ‘re buying
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London | 20–24 Feb, 2012 | #seslondon
Chameleon: Redesigned Search Results
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Three Main Takeaways
1. Stickiness on transactional sites should focus on increasing conversion. Not time on site.
2. Focus on the user experience. Make it easy for users to accomplish their goal and they will stick around.
3. Be transparent about what you are offering.
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London | 20–24 Feb, 2012 | #seslondon
Thank You!
Jeff SlipkoExpedia Affiliate NetworkTwitter: jslipko