Conversion Conference. Thanks to both Paul Rouke
(http://www.paulrouke.co.uk/) and a friendly organiser, I managed to
listen to Paul Francis from Dominoes Pizza give a case study on how
the company improved an already great website.
Note: from the response of those attending on Twitter and what I saw
myself, this event should be a fixture in the diary of all serious
This fascinating 45 minute presentation explained how both moderated
and un-moderated (remote) usability sessions not only proved that a
complete redevelopment of their ecommerce platform was not necessary,
but gave powerful insight that led to a suite of smaller changes. This
in-turn led to a significant financial improvement of the site. For
example just changing a button colour from red to green on their
checkout had a £2.6million uplift!
So next time the boss says there is no value in usability testing or
that once a site is built it is complete..... Tell them this little
story. This is further proof that an ecommerce site is never perfect
and you should always look to improve it by testing with real users
over and over.