The document discusses key aspects of improving the user experience for e-commerce websites. It covers conversion rate and how it is calculated based on number of sales and visits. It also discusses recommender systems to suggest related products, improving the checkout process to reduce abandonment, optimizing content and copywriting, and ensuring responsive email design. The overall message is that all aspects of the user's experience on the site must be optimized to improve business objectives like increasing sales conversions.

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

11. Migliorare l’esperienza utente
=
Migliorare gli obiettivi business

12. USER “STORIES”
• Interviews / Surveys / User Diaries /
Contextual Analysis
• Usability Testing
• Customer Care Feedbacks
• Social Network Interactions
• Log Inspections
• Analytics Data

13. Le metriche sono inutili
se non si conoscono gli
utenti a cui applicarle

14. 2
Recommender Systems

16. 2
1
3
4
6
8
5
7

18. RECOMMENDER SYSTEM SETUP
• Similar products
• Up-selling
• Cross-selling
• Who viewed this also viewed that
• Who bought this also bought that
• Personalized

21. $1,000,000

25. Ciascuna ipotesi va
verificata
(con gli utenti)

26. 3
Checkout process

27. 67.44%
average online shopping cart abandonment rate
http://baymard.com/lists/cart-abandonment-rate

28. 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

29. 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

30. 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

42. Facilitare l’acquisto,
prima di tutto

43. 4
Content & Copywriting

45. “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”

47. “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”

51. “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

52. Anche il contenuto è
user experience design

53. 5
Email

58. R e s p o n s i v e
email,
oltre che sito

59. IN A NUTSHELL
• Conversion rate
• Recommender Systems
• Checkout Process
• Content & Copywriting
• Email

60. E-commerce
User Experience
antonio@volpon.com
@AntonioVolpon