Improving the Ecommerce User Experience: Dr Mike Baxter

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This Ecommerce sessionexplores the latest trends in the e-commerce customer experience, providing practical examples of product pages, navigation, shopping basket, and the checkout process. You will be able to compaImproving the Ecommerce Usre your own ecommerce activities against best practice examples, and how to introduce these proven techniques into your own ecommerce site.

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Improving the Ecommerce User Experience: Dr Mike Baxter

  1. 1. Improving the Ecommerce User Experience Dr Mike Baxter Sales Logiq 14 th May 2010
  2. 2. What is User Experience?
  3. 3. What is User Experience? <ul><li>It’s not just about what you say, it’s how you say it. </li></ul><ul><li>The cycle of return visits and repeat purchases can be interrupted by broken promises, and by poor presentation and usability. </li></ul>The Retailing Promise Presentation & Usability
  4. 4. What is User Experience? <ul><li>What the user does on your web site </li></ul><ul><li>What the user doesn’t do on your web site </li></ul><ul><li>What the user feels about your web site </li></ul><ul><li>What the user doesn’t know they feel about your web site </li></ul><ul><li>What outcomes the user achieves on your web site </li></ul><ul><li>What outcomes the user fails to achieve on your web site </li></ul>
  5. 5. Unexpected causes An attractive female researcher asked male subjects to complete a visual perception test – either on a scary bridge or on a bridge that was not scary. Significantly more of the scary-bridge subjects later contacted the researcher to ask to go out with her. The Mis-attribution of Arousal Paradigm
  6. 6. Unexpected causes An attractive female researcher asked male subjects to complete a visual perception test – either on a scary bridge or on a bridge that was not scary. Significantly more of the scary-bridge subjects later contacted the researcher to ask to go out with her. The Mis-attribution of Arousal Paradigm We do quite a lot of things for reasons we don’t realise!
  7. 7. Too much choice damages sales Barry Schwartz 2004 The Paradox of Choice
  8. 8. Too much choice damages sales Offering customers a choice of 24 different jams, rather than 6, reduced purchase commitment by 90% Barry Schwartz 2004 The Paradox of Choice
  9. 9. The customer’s sub-conscious mind <ul><li>Constructed preferences </li></ul><ul><li>Negativity bias </li></ul><ul><li>Anticipated regret </li></ul><ul><li>Framing and anchoring </li></ul><ul><li>etc, etc </li></ul>
  10. 10. The Blink Test http://www.sanbaldo.com/exp/
  11. 12. The Retailing Promise especially important in distance selling <ul><li>Marketing promise </li></ul><ul><li>Merchandising promise </li></ul><ul><li>Payment & Delivery promise </li></ul><ul><li>Fulfilment (of promises) </li></ul><ul><li>Marketing promise – Who? </li></ul><ul><li>Merchandising promise – What? </li></ul><ul><li>Payment & Delivery promise – How & when? </li></ul><ul><li>Fulfilment (of promises) </li></ul><ul><li>Marketing promise – Who? </li></ul>
  12. 13. Webby Awards 2009 Best Home Page Nominee
  13. 14. Webby Awards 2009 Best Home Page Nominee Marketing promise basics: Who am I? What do I offer? Why should you choose me?
  14. 15. Webby Awards 2010 Best Retail – People’s Voice Winner Who am I? What do I offer? Why should you choose me?
  15. 16. What are the promises? Who do you trust to deliver them? Who am I? What do I offer? Why should you choose me?
  16. 17. Marketing Promise: Landing Pages
  17. 18. Marketing Promise: Landing Pages Who am I? What do I offer? Why should you choose me?
  18. 19. Marketing Promise: Landing Pages <ul><li>Adwords taking me somewhere unexpected </li></ul><ul><li>Where am I on the site – poor navigation </li></ul><ul><li>How do I find other products like this? </li></ul>Who am I? What do I offer? Why should you choose me?
  19. 21. Where am I on the site?
  20. 22. How do I find products like this?
  21. 23. The Retailing Promise especially important in distance selling <ul><li>Marketing promise – Who? </li></ul><ul><li>Merchandising promise – What? </li></ul><ul><li>Payment & Delivery promise – How & when? </li></ul><ul><li>Fulfilment (of promises) </li></ul>
  22. 24. Merchandising Promise <ul><li>Seeing the </li></ul><ul><li>wood for the </li></ul><ul><li>trees </li></ul>Merchandising promise basics: Where do I find it? What is it? Is it available? What does it cost?
  23. 25. ? ? ? Where do I find it?
  24. 27. Is it available?
  25. 28. Is it available?
  26. 29. Merchandising Promise <ul><li>Forcing customers to jump back and forth between product list and product description pages can cut sales conversion by 80% From User Interface Engineering, USA </li></ul>
  27. 30. The Retailing Promise especially important in distance selling <ul><li>Marketing promise – Who? </li></ul><ul><li>Merchandising promise – What? </li></ul><ul><li>Payment & Delivery promise – How & when? </li></ul><ul><li>Fulfilment (of promises) </li></ul>
  28. 31. Payment & Delivery Promise Payment / delivery promise basics: How / when can I get it? How can I pay for it?
  29. 32. Checkout abandonment <ul><li>Data from Coremetrics </li></ul>...the average online checkout makes customers abandon half of the revenues they are in the process of spending.
  30. 33. Improving the whole checkout <ul><li>Isolating the checkout </li></ul><ul><li>Checkout steps </li></ul><ul><li>Navigation in checkout </li></ul><ul><li>Persistent summary of checkout information </li></ul><ul><li>Avoiding loss of information already entered by customers </li></ul><ul><li>Stock management & session timing </li></ul><ul><li>Form design </li></ul><ul><li>Validation and error-trapping </li></ul><ul><li>Calls to action / submit buttons </li></ul><ul><li>Trust </li></ul>
  31. 34. Isolating the checkout <ul><li>Serenata Chocolates has a well-enclosed checkout, with global navigation removed and links to terms and information appearing in pop-up layers </li></ul>www.serenatachocolates.com
  32. 35. Checkout steps
  33. 36. Checkout steps <ul><li>Accordion checkout </li></ul>www.beautifulpure.com
  34. 37. Navigation in checkout <ul><li>Ensure browser back button works </li></ul><ul><li>Give persistent visibility of information </li></ul><ul><li>Have clear edit buttons </li></ul>www.gap.com
  35. 38. Persistent summary of checkout information <ul><li>As the customer progresses through the checkout, so the checkout summary </li></ul><ul><li>extends. </li></ul>www.comet.co.uk
  36. 39. Avoiding loss of information already entered www.houseoffraser.co.uk Between the (obligatory) registration and the first step of checkout, House of Fraser ‘forgets’ my information!
  37. 40. Avoiding loss of information already entered Saving basket contents can increase revenue (within the bounds of effective stock management)
  38. 41. Stock management & session timing <ul><li>Make stock availability clear prior to checkout </li></ul><ul><li>Communicate clearly any changes to stock availability </li></ul><ul><li>Reserve / release stock at an appropriate moment… </li></ul>www.ticketmaster.co.uk
  39. 42. Stock management & session timing www.dell.com www.jcpenney.com
  40. 43. Form design <ul><li>Don’t ask for anything unless it is essential </li></ul><ul><li>Explain why information is required </li></ul>www.littlewoods.com www.next.co.uk
  41. 44. Form design <ul><li>Identify compulsory fields: </li></ul><ul><li>Use appropriate controls for selecting from lists: </li></ul><ul><ul><li>Don’t use drop-down lists for choices of one </li></ul></ul><ul><ul><li>Use radio buttons to show all options </li></ul></ul><ul><ul><li>Use checkboxes for confirmation or consent </li></ul></ul><ul><ul><li>Consider ‘opt-in’ vs ‘opt-out’ for email marketing – be consistent with multiple check boxes (e.g. all ‘opt-in’) </li></ul></ul>
  42. 45. Form design <ul><li>The size of form fields should inform the customer how much information they are expected to enter </li></ul><ul><li>Offer guidance notes to reassure customers </li></ul>
  43. 46. Form design <ul><li>Use top-aligned labels for short forms </li></ul><ul><li>Use right-aligned labels for longer forms </li></ul>From Luke Wroblewski
  44. 47. Validation and error-trapping <ul><li>Don’t unless you have to! </li></ul><ul><li>Let customers type in what they want, then use your e-commerce system to process it into a different format if necessary </li></ul>www.tesco.com
  45. 48. Validation and error-trapping <ul><li>If an error is made: </li></ul><ul><li>Make it clear that an error has been detected </li></ul><ul><li>Identify the location of the error using double error messaging </li></ul><ul><li>Indicate the nature of the error, and, if not obvious, what needs to be done to rectify it </li></ul>
  46. 49. Calls to action / submit buttons www.jcpenney.com www.marksandspencer.com <ul><li>Submit buttons need to be: </li></ul><ul><li>Visually salient </li></ul><ul><li>Visually isolated </li></ul><ul><li>Visually consistent </li></ul>
  47. 50. Calls to action / submit buttons <ul><li>Button labelling </li></ul><ul><li>Button positioning </li></ul><ul><li>Buttons need to be: </li></ul><ul><li>Visually salient </li></ul><ul><li>Visually isolated </li></ul><ul><li>Visually consistent </li></ul><ul><li>Duplicated above/below fold </li></ul>
  48. 51. Trust https://
  49. 52. Fulfillment (of Promises) <ul><li>Image – empty basket </li></ul><ul><li>When to empty the basket? </li></ul><ul><li>Argos dell ticketmaster </li></ul>
  50. 53. Measuring customer experience <ul><li>Google Analytics offers 6,000,000 different metrics </li></ul>
  51. 55. How do we measure user experience? Customer journey analysis Web analytics
  52. 56. E-commerce: the basics! <ul><li>Who are you and what do you sell? </li></ul><ul><li>How can I find you? </li></ul><ul><li>How should I choose what to buy? </li></ul><ul><li>Why should I remember you? </li></ul>
  53. 57. Thank-you <ul><li>[email_address] </li></ul><ul><li>07740 664696 </li></ul><ul><li>Talk to Sales Logiq about auditing your e-commerce site to improve its performance </li></ul>

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