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Ecommerce Forum - Marlon
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Ecommerce Forum - Marlon Presentation Transcript

  • 1. User Experience in e-commerce: engage with your customer Vincent Mouton www.marlon.be
  • 2. What do we need
  • 3. Maslow's hierarchy of needs (wikimedia.org)
  • 4. Functional Reliable Usable
  • 5. http://www.flickr.com/photos/aslakr
  • 6. Functional Reliable Usable
  • 7. Functional Reliable Usable Pleasurable
  • 8. Tone of voice Personality Doubt Usage lifecycle
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  • 13. Confirm Order Please confirm your order Confirm your order
  • 14. “ 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
  • 15. 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
  • 16. Personality
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  • 20. Remove any doubt
  • 21. Is this the right product
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  • 33. 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
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  • 41. Usage lifecycle
  • 42. Interested Visitor Shopper Customer Owner Usage lifecycle
  • 43. Interested Visitor Shopper Customer Visit Use Order Shipment Owner
  • 44. Interested Visitor Shopper Customer Visit Use Order Shipment Owner
  • 45. I know I want to buy Get out of my way
  • 46. Lazy registration
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  • 52. Usage lifecycle goes beyond the web browser
  • 53.
    • www.lukew.com
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  • 58. Tone of voice Personality Remove doubt Extend the usage lifecycle
  • 59. User Experience in e-commerce: engage with your customer Vincent Mouton www.marlon.be