The Relevance of UX
for Conversion and
Monetization
Itasoha Akhibi
Equator
Speakerdeck.com/itasoha-akhibi
www.linkedin.com/in/itasoha-akhibi/
@itasohaa
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HAVE YOU EVER
WONDERED…
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A WORLD WITHOUT UX WILL
SUCK!!!
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Source: Spiralytics
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70%
OF E-COMMERCE CUSTOMERS
ABANDON THEIR PURCHASE
DUE TO POOR UX
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88%
OF ONLINE
CUSTOMERS ARE
LESS LIKELY TO
RETURN TO A
WEBSITE AFTER A
BAD USER
itasohaa
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Source: Spiralytics
70%
OF ONLINE BUSINESSES
FAIL DUE TO BAD UX
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THE AVENGERS OF UX
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@itasohaa
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● DISCOVER
● EXPLORE
● TEST
● LISTEN
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● IMPROVED SEO
FROM SEMANTICS
HTML
● OPPORTUNITIES TO
REACH MORE USERS
ON MORE
DEVICES/SETTINGS/
ENVIRONMENT
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● IMPROVED USER
EXPERIENCE
● BETTER SEO
RANKINGS
● INCREASED
CONVERSION
AND REVENUE
● MOBILE
OPTIMIZATION
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WHAT IS THE
UX-CONVERSION
FUNNEL?
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RESEARCH
ANALYZE
TEST
HYPOTHESIS
DEVELOP
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UX TECHNIQUES FOR OPTIMIZING
CONVERSION
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A/B TESTING
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SIMPLIFIED
NAVIGATION
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LEVERAGE
SOCIAL PROOF
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PRIVATE HEALTHCARE COMPANY
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A/B TEST
VARIATION 1
+82%
CONCLUSIVE
INCREASE IN CLICK
THROUGH RATE
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CONCLUSIVE
INCREASE IN START
CONSULTATION CLICKS
A/B TEST
VARIATION 1
+38.7%
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LUXURY GOODS AND SERVICES
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+73.9% CONCLUSIVE
INCREASE IN
ENGAGEMENT WITH
REORDER NAVIGATION
CTAS
97.8% STATISTICAL
SIGNIFICANCE
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FAST MOVING CONSUMER GOODS
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A/B TEST VARIATION 1
+208.5% CONCLUSIVE
INCREASE IN PDP
PROGRESSION
98.6% STATISTICAL
SIGNIFICANCE
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WHEN TO A/B TEST vs “JUST
SHIP IT”
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No content
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UX AS A MONETIZATION
STRATEGY
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INSURANCE COMPANY
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RESULT:
TRACKING 1.25M,
EXCEEDING THE 1.06M
TARGET WITH
PROJECTIONS AT 2.5M
OBJECTIVE:
COMMUNICATE
DIFFERENCES
BETWEEN PRODUCTS
AND PROVIDE
CONTEXT
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FAST MOVING CONSUMER GOODS
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RESULTS:
30% INCREASE IN
CONVERSION RATE
£14,450,000
PROJECTED
INCREMENTAL
REVENUE
OBJECTIVE:
OPTIMIZE CHECKOUT
EXPERIENCE TO
REDUCE CART
ABANDONMENT.
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DIGITAL BANKING
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+£108,000 IN ANNUAL
RISK MITIGATION DUE TO
PRODUCT VALIDATION
RESEARCH.
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HERE’S SOME MORE…
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COMPANY UX IMPROVEMENT RESULTS
E-commerce Site A Improved Navigation
& Checkout Process
30% Increase in
Conversion
App B Improved
Onboarding
Experience
£350,000 Revenue
Boost
Software Company
C
Mobile Optimization 50% Uplift in User
Engagement
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HOW CAN WE MAXIMIZE REVENUE
THROUGH UX?
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