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Of buttons and brains:
e-commerce tricks and tips
Eric Reiss
@elreiss
UXcamp Europe
8 June 2014
Berlin, Germany
Rational/physicalIntuitive/emotional
UnderstandableRewarding
Let the games begin…
Right answer.
Wrong focus.
Thanks for
playing.
Goodbye.
Words of wisdom #1
Forms are the Elmer Fudds
of e-commerce.
Words of wisdom #2
Your form may be the first
and only true dialog you
have with a customer.
Words of wisdom #3
There is no such thing
as “online-conversion”
without a form that works.
The most (in)famous form of our time?
Source: L. David Roper
Words of wisdom #4
Bad form design costs more
than just customers.
A bad form can cost lives.
The top four problems with forms
• They come at a dumb time
• They are unintelligible
• They are difficult to complete
• T...
Words of wisdom #5
If you want people to give
you something, give them
something first. They will
feel a sense of obligati...
“I don’t want to marry
you guys. I just want
to buy something. Stop
forcing a relationship
on me!”
A frustrated shopper
Opinionated observation #1
Some e-commerce sites are
essentially the cyberspace
equivalent of date-rape.
10 things customers will tell you
1. Don’t tell me how great you are. BE great!
2. Go the extra mile.
3. Don’t get in my w...
The top four problems with forms
• They come at a dumb time
• They are unintelligible
• They are difficult to complete
• T...
Courtesy of Mark Hurst
The top four problems with forms
• They come at a dumb time
• They are unintelligible
• They are difficult to complete
• T...
Scary fact #1
About 75% of the people who
requested a password, didn’t
even try to complete a purchase
once requested.
Sou...
The top four problems with forms
• They come at a dumb time
• They are unintelligible
• They are difficult to complete
• T...
Rational/physical
Understandable
Intuitive/emotional
Rewarding
Berlin
HollywoodGermany
And what are you looking for in a shoe?
Words
What’s in our shared-reference toolkit?
Words“Words”
http://www.cdnow.com
“Words”
“Who are they?”
“What is this?” “No habla inglés”
“I’m new to the web”
But culture can kill
Old Hawaiian Hula Dancer Girl Motion Lamp
All original and signed Dodge Inc on the base. Shade is original also
but needs ...
Scary fact #2
Longer text outperforms
short text by 40.5%
• Short-copy ROI = -14%
• Long-copy ROI = +21%
Source: Marketing...
“Words fail me…”
Words of wisdom #6
Show Bugs the carrot patch.
Rational/physical
Understandable
Intuitive/emotional
Rewarding
I gss you cn rd ths txt :) wtht vwls.
And what comes next…
� Big Mac
� Large shake
� ???Fries
Words of wisdom #7
Content is king.
But context is the kingdom.
The magic of context
• It differentiates your products
• It differentiates your company
• It provides a service
• It facil...
Scary fact #3
In the dark, all toothpaste looks alike.
But so does hemorrhoid cream.
Context differentiates. Yet often cha...
Words of wisdom #9
Bugs might be interested
in your lettuce patch, too.
Rational/physical
Understandable
Intuitive/emotional
Rewarding
Mid brain
love, hate
Old brain
sex, survival
New brain
MT = a + b log2(2A/W + c)
Cognitive challenges
• Control images and colors
• Limit choices (or expand them)
• Provide social validation
• Invoke sca...
Buy now! Buy now!
21% increase in conversions
Source: University of Bergen, Norway
Cognitive challenges
• Control images and colors
• Limit choices (or expand them)
• Provide social validation
• Invoke sca...
+
vs. vs.
Three different scenarios
� Buy camera and case at same time
� Expectation that some high-end cases would be sold
� Case b...
Cognitive challenges
• Control images and colors
• Limit choices (or expand them)
• Provide social validation
• Invoke sca...
Scarcity
Social validation
Fear of loss
39 x 3 = 117
Words of wisdom #10
It’s always funny when Bugs’
prefrontal cortex triumphs over
Elmer Fudds’s amygdala and
hippocampus.
Rational/physical
UnderstandableRewarding
Intuitive/emotional
Words of wisdom #11
You play the game.
Or you lose the game.
Danke!
Eric Reiss can (usually) be found at:
The FatDUX Group ApS
Strandøre 15
2100 Copenhagen
Denmark
Office: (+45) 39 29 67 77
...
Of brains and buttons (UXCE, Berlin, Germany)
Of brains and buttons (UXCE, Berlin, Germany)
Of brains and buttons (UXCE, Berlin, Germany)
Of brains and buttons (UXCE, Berlin, Germany)
Of brains and buttons (UXCE, Berlin, Germany)
Of brains and buttons (UXCE, Berlin, Germany)
Of brains and buttons (UXCE, Berlin, Germany)
Of brains and buttons (UXCE, Berlin, Germany)
Of brains and buttons (UXCE, Berlin, Germany)
Of brains and buttons (UXCE, Berlin, Germany)
Of brains and buttons (UXCE, Berlin, Germany)
Of brains and buttons (UXCE, Berlin, Germany)
Of brains and buttons (UXCE, Berlin, Germany)
Of brains and buttons (UXCE, Berlin, Germany)
Of brains and buttons (UXCE, Berlin, Germany)
Of brains and buttons (UXCE, Berlin, Germany)
Of brains and buttons (UXCE, Berlin, Germany)
Of brains and buttons (UXCE, Berlin, Germany)
Of brains and buttons (UXCE, Berlin, Germany)
Of brains and buttons (UXCE, Berlin, Germany)
Of brains and buttons (UXCE, Berlin, Germany)
Of brains and buttons (UXCE, Berlin, Germany)
Of brains and buttons (UXCE, Berlin, Germany)
Of brains and buttons (UXCE, Berlin, Germany)
Of brains and buttons (UXCE, Berlin, Germany)
Of brains and buttons (UXCE, Berlin, Germany)
Of brains and buttons (UXCE, Berlin, Germany)
Of brains and buttons (UXCE, Berlin, Germany)
Of brains and buttons (UXCE, Berlin, Germany)
Of brains and buttons (UXCE, Berlin, Germany)
Of brains and buttons (UXCE, Berlin, Germany)
Of brains and buttons (UXCE, Berlin, Germany)
Of brains and buttons (UXCE, Berlin, Germany)
Of brains and buttons (UXCE, Berlin, Germany)
Of brains and buttons (UXCE, Berlin, Germany)
Of brains and buttons (UXCE, Berlin, Germany)
Of brains and buttons (UXCE, Berlin, Germany)
Of brains and buttons (UXCE, Berlin, Germany)
Of brains and buttons (UXCE, Berlin, Germany)
Of brains and buttons (UXCE, Berlin, Germany)
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Of brains and buttons (UXCE, Berlin, Germany)

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There are four main topics in this presentation - from simple practical considerations to the more obscure cognitive triggers. IAs need to know this stuff and act on it before the interaction-design crowd, the business analysts, and the content strategists take it away from them:

1. Forms and basic functionality - the crap needs to work
2. Building shared references - folks won't buy what they don't understand
3. Value-added services - enhancing the experience through context
4. Cognitive triggers - influencing irrational decision-making processes

Published in: Design, Business, Technology

Transcript of "Of brains and buttons (UXCE, Berlin, Germany)"

  1. 1. Of buttons and brains: e-commerce tricks and tips Eric Reiss @elreiss UXcamp Europe 8 June 2014 Berlin, Germany
  2. 2. Rational/physicalIntuitive/emotional UnderstandableRewarding
  3. 3. Let the games begin…
  4. 4. Right answer. Wrong focus. Thanks for playing. Goodbye.
  5. 5. Words of wisdom #1 Forms are the Elmer Fudds of e-commerce.
  6. 6. Words of wisdom #2 Your form may be the first and only true dialog you have with a customer.
  7. 7. Words of wisdom #3 There is no such thing as “online-conversion” without a form that works.
  8. 8. The most (in)famous form of our time? Source: L. David Roper
  9. 9. Words of wisdom #4 Bad form design costs more than just customers. A bad form can cost lives.
  10. 10. The top four problems with forms • They come at a dumb time • They are unintelligible • They are difficult to complete • They cannot be completed
  11. 11. Words of wisdom #5 If you want people to give you something, give them something first. They will feel a sense of obligation.
  12. 12. “I don’t want to marry you guys. I just want to buy something. Stop forcing a relationship on me!” A frustrated shopper
  13. 13. Opinionated observation #1 Some e-commerce sites are essentially the cyberspace equivalent of date-rape.
  14. 14. 10 things customers will tell you 1. Don’t tell me how great you are. BE great! 2. Go the extra mile. 3. Don’t get in my way when I’m trying to shop. 4. If I know what I’m looking for, help me find it. 5. If I have questions, I want straight answers, not a salestalk. 6. Tell me if you’re going off to look for my size. Don’t just turn and leave. 7. If you expect me to buy something, tell me what it costs 8. Are your own affairs so important that you feel justified in ignoring me? 9. Don’t make me feel stupid. 10. If you make a mistake, admit it. Sources: Paco Underhill, Eric Reiss
  15. 15. The top four problems with forms • They come at a dumb time • They are unintelligible • They are difficult to complete • They cannot be completed
  16. 16. Courtesy of Mark Hurst
  17. 17. The top four problems with forms • They come at a dumb time • They are unintelligible • They are difficult to complete • They cannot be completed
  18. 18. Scary fact #1 About 75% of the people who requested a password, didn’t even try to complete a purchase once requested. Source: Jared Spool
  19. 19. The top four problems with forms • They come at a dumb time • They are unintelligible • They are difficult to complete • They cannot be completed
  20. 20. Rational/physical Understandable Intuitive/emotional Rewarding
  21. 21. Berlin HollywoodGermany
  22. 22. And what are you looking for in a shoe?
  23. 23. Words What’s in our shared-reference toolkit?
  24. 24. Words“Words” http://www.cdnow.com
  25. 25. “Words” “Who are they?” “What is this?” “No habla inglés” “I’m new to the web” But culture can kill
  26. 26. Old Hawaiian Hula Dancer Girl Motion Lamp All original and signed Dodge Inc on the base. Shade is original also but needs some repair or restoration. The hula girl is in wonderful condition with a fabulous patina. There is a little loss to the bronze finish at her right shoulder. No chips, cracks, repairs or scratches. Hula mechanics work excellent -- strong and quiet. Light works also. The only damage I have to report is the switch is bent some but still works -- I don't want to try to straighten it and risk breaking it. There are 4 settings--off, hula only, lamp only and lamp and hula. Wiring looks good. Base is 7 1/4" diameter. Lamp is 18" tall to top of the socket, 21 1/2" tall with shade attached. This is the very first hula girl motion lamp -- she has a lei around her neck and around each ankle. She looks to be made of bronze but I don't think so. Circa 1940's. What looks like spotting on the base is magnified dust particles from rubbing my finger on her skirt to straighten it out -- my camera really shows them up for some reason.
  27. 27. Scary fact #2 Longer text outperforms short text by 40.5% • Short-copy ROI = -14% • Long-copy ROI = +21% Source: Marketingexperiments.com
  28. 28. “Words fail me…”
  29. 29. Words of wisdom #6 Show Bugs the carrot patch.
  30. 30. Rational/physical Understandable Intuitive/emotional Rewarding
  31. 31. I gss you cn rd ths txt :) wtht vwls.
  32. 32. And what comes next… � Big Mac � Large shake � ???Fries
  33. 33. Words of wisdom #7 Content is king. But context is the kingdom.
  34. 34. The magic of context • It differentiates your products • It differentiates your company • It provides a service • It facilitates upselling
  35. 35. Scary fact #3 In the dark, all toothpaste looks alike. But so does hemorrhoid cream. Context differentiates. Yet often changes. Source: Eric Reiss
  36. 36. Words of wisdom #9 Bugs might be interested in your lettuce patch, too.
  37. 37. Rational/physical Understandable Intuitive/emotional Rewarding
  38. 38. Mid brain love, hate Old brain sex, survival New brain MT = a + b log2(2A/W + c)
  39. 39. Cognitive challenges • Control images and colors • Limit choices (or expand them) • Provide social validation • Invoke scarcity • Play on fear of loss
  40. 40. Buy now! Buy now! 21% increase in conversions Source: University of Bergen, Norway
  41. 41. Cognitive challenges • Control images and colors • Limit choices (or expand them) • Provide social validation • Invoke scarcity • Play on fear of loss
  42. 42. + vs. vs.
  43. 43. Three different scenarios � Buy camera and case at same time � Expectation that some high-end cases would be sold � Case bought separately – two choices � Expectation that mostly low-end case would be sold � Case bought separately – three choices � Expectation that mostly mid-range case would be sold Inspired by Dr. Susan Weinschenk
  44. 44. Cognitive challenges • Control images and colors • Limit choices (or expand them) • Provide social validation • Invoke scarcity • Play on fear of loss
  45. 45. Scarcity Social validation Fear of loss
  46. 46. 39 x 3 = 117
  47. 47. Words of wisdom #10 It’s always funny when Bugs’ prefrontal cortex triumphs over Elmer Fudds’s amygdala and hippocampus.
  48. 48. Rational/physical UnderstandableRewarding Intuitive/emotional
  49. 49. Words of wisdom #11 You play the game. Or you lose the game.
  50. 50. Danke!
  51. 51. Eric Reiss can (usually) be found at: The FatDUX Group ApS Strandøre 15 2100 Copenhagen Denmark Office: (+45) 39 29 67 77 Mobil: (+45) 20 12 88 44 Twitter: @elreiss info@fatdux.com www.fatdux.com
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