Your SlideShare is downloading. ×
  • Like
E-commerce User Experience
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Now you can save presentations on your phone or tablet

Available for both IPhone and Android

Text the download link to your phone

Standard text messaging rates apply

E-commerce User Experience

  • 1,893 views
Published

 

Published in Technology , Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
1,893
On SlideShare
0
From Embeds
0
Number of Embeds
10

Actions

Shares
Downloads
31
Comments
0
Likes
18

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. E-commerce User Experience Better Software ’13 @AntonioVolpon
  • 2. Croce e Delizia http://www.flickr.com/photos/kalamakia/3389488552/
  • 3. 1 Conversion Rate
  • 4. Conversion Rate = Nr. Sales / Nr. Visits
  • 5. Conversion Rate = Nr. Sales / Nr. Visits
  • 6. sales visits conversion 200 5,000 4% 250 5,000 5% 150 2,500 6%
  • 7. sales visits conversion 200 5,000 4% 250 5,000 5% 150 2,500 6%
  • 8. sales visits conversion 200 5,000 4% 250 5,000 5% 150 2,500 6%
  • 9. CONVERSION RATE SPLIT • Desktop vs. Mobile • SEM vs. SEO • Registered vs. Non Registered Users • UK vs. Italy vs. USA • Latest Arrivals vs. Sales
  • 10. Migliorare l’esperienza utente = Migliorare gli obiettivi business
  • 11. USER “STORIES” • Interviews / Surveys / User Diaries / Contextual Analysis • Usability Testing • Customer Care Feedbacks • Social Network Interactions • Log Inspections • Analytics Data
  • 12. Le metriche sono inutili se non si conoscono gli utenti a cui applicarle
  • 13. 2 Recommender Systems
  • 14. 2 1 3 4 6 8 5 7
  • 15. RECOMMENDER SYSTEM SETUP • Similar products • Up-selling • Cross-selling • Who viewed this also viewed that • Who bought this also bought that • Personalized
  • 16. $1,000,000
  • 17. Ciascuna ipotesi va verificata (con gli utenti)
  • 18. 3 Checkout process
  • 19. 67.44% average online shopping cart abandonment rate http://baymard.com/lists/cart-abandonment-rate
  • 20. Why do online shoppers leave without paying? 1. Presented with unexpected costs 2. I was just browsing 3. Found a better price elsewhere 4. Overall price too expensive 5. Decided against buying 6. Website navigation too complicated 7. Website crashed 8. Process was taking too long http://www.worldpay.com/corporate/content/worldpay-global-online-shopper-report.pdf
  • 21. Why do online shoppers leave without paying? 1. Presented with unexpected costs 2. I was just browsing 3. Found a better price elsewhere 4. Overall price too expensive 5. Decided against buying 6. Website navigation too complicated 7. Website crashed 8. Process was taking too long http://www.worldpay.com/corporate/content/worldpay-global-online-shopper-report.pdf
  • 22. Why do online shoppers leave without paying? 1. Presented with unexpected costs 2. Website navigation too complicated 3. Process was taking too long http://www.worldpay.com/corporate/content/worldpay-global-online-shopper-report.pdf
  • 23. Facilitare l’acquisto, prima di tutto
  • 24. 4 Content & Copywriting
  • 25. “Il risultato è quello di dare giacche ben tagliate, camicie alla moda e capi di maglieria piacevoli e confortevoli, per uomini dall'aspetto semplice, senza pretese”
  • 26. “By creating an account at ASOS.com you will be able to shop faster, keep track of the status of your orders and take part in ASOS Life: CREATE YOUR ACCOUNT”
  • 27. “We didn’t fundamentally change any functionality or page flows at this point. One thing we did change was the login screen after lengthy split testing; the changes resulted in a 50% decrease in abandonment of the site at this page” - James Hart - Director at asos.com
  • 28. Anche il contenuto è user experience design
  • 29. 5 Email
  • 30. R e s p o n s i v e email, oltre che sito
  • 31. IN A NUTSHELL • Conversion rate • Recommender Systems • Checkout Process • Content & Copywriting • Email
  • 32. E-commerce User Experience antonio@volpon.com @AntonioVolpon