- Conversion Killers: UX Issues that Cause Customer Conversion Problems
Conversion Killers: UX Issues that Cause Customer Conversion Problems Online, people are about action. They are checking their phones, visiting websites, and tapping apps with the intention of completing a task that is important to them. The goal of UX is making sites and apps easier to use, so customers can get things done. Conversion rate optimization (CRO) works to increase the volume of visitors that complete a conversion activity online. Examples of conversions include micro-conversions like signing up for a newsletter, downloading an ebook, or listening to a podcast. Macro-conversions include completing a purchase or booking a reservation. Increased revenues are the ultimate goal for CRO. What happens when conversion activities on a website are dropping off or don't seem to be working as intended - is the UX to blame? How can you troubleshoot your site or app to ensure that UX and CRO are working optimally? CRO and UX expert Craig Kistler will review and provide insights into UX issues that cause customer conversion problems. The audience is invited to submit links and examples (prior to the meeting) for live site analysis during the presentation. About the Meeting 6:00 PM to 6:20 PM: Networking and food/drinks served. 6:20 PM to 7:15 PM: Craig Kistler presentation. 7:15 PM to 7:45 PM: Q+A and wrap-up. About the Presenter Craig Kistler is the Director of Customer Experience at Signet Jewelers and manages user experience, personalization & testing for the company. He is also Owner and Principal Strategist at Strategy and Design Co., which is a strategic consulting, including A/B testing, usability testing, and voice of customer research company dedicated to helping eCommerce sites increase their revenue. Craig is an award-winning strategist with over 20 years of hands-on experience with web and software product design and development, including customer research, optimization and testing, personalization and ecommerce optimization, interaction design, usability testing and moderation. His extensive industry experience covers B2B and B2C, healthcare, and financial services.