Ecommerce Forum - Marlon

User Experience in e-commerce: engage with your customer Vincent Mouton www.marlon.be

What do we need

Maslow's hierarchy of needs (wikimedia.org)

Functional Reliable Usable

http://www.flickr.com/photos/aslakr

Functional Reliable Usable

Functional Reliable Usable Pleasurable

Tone of voice Personality Doubt Usage lifecycle

Confirm Order Please confirm your order Confirm your order

“ Use the second person (you, your) to tell users what to do.” “ Use please judiciously. Avoid please except in situations where the user is asked to do something inconvenient or the software is to blame for the situation.” Windows Vista User Experience Guidelines http://msdn2.microsoft.com/en-us/library/aa974175.aspx

I’m on twitter Follow me on twitter You should follow me on twitter You should follow me on twitter here Change of clickthrough rate +173% Source: Dustin Curtis

Personality

Remove any doubt

Is this the right product

On Amazon, one out of 1.300 purchasers will write a review To get 20 reviews, 26.000 sales needed If you have a 2% conversion rate you need 1.3 M shoppers for 20 reviews

Usage lifecycle

Interested Visitor Shopper Customer Owner Usage lifecycle

Interested Visitor Shopper Customer Visit Use Order Shipment Owner

I know I want to buy Get out of my way

Lazy registration

Usage lifecycle goes beyond the web browser

www.lukew.com

Tone of voice Personality Remove doubt Extend the usage lifecycle

User Experience in e-commerce: engage with your customer Vincent Mouton www.marlon.be

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Ecommerce Forum - Marlon

by Best of Publishing on Jun 14, 2010

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