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Devour Your Competition: Building the best (ecommerce) web site in 2013

Devour Your Competition: Building the best (ecommerce) web site in 2013



This is the slidedeck from my March 2013 Presentation of the same name at the ASD/IMA show.

This is the slidedeck from my March 2013 Presentation of the same name at the ASD/IMA show.

Learn about these must have features to dominate in ecommerce in 2013.



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  • Introduce and declare the topic
  • We’re going to start with a high level view and work our way to specific items.This concept can be applied to websites as a whole or detailed items.Start asking yourself, “Does your [idea/solution/change] improve usability, utility, desirability”Jon Wiley, Lead Designer at Google, said“When I think of design and creating great user experiences, I generally think of it in terms of three things: usability, utility and desirability.”Image CreditsiPhone: http://images.apple.com/iphone/design/images/hero_front.jpgSwiss Army Knife: http://www.jimsimcoe.com/wp-content/uploads/2010/10/swiss_army_knife.jpgCandy: http://www.candyfavorites.com/blog/wp-content/uploads/love-candy.jpeg
  • Expand each main item
  • Steve Jobs has said, “That's been one of my mantras -- focus and simplicity. Simple can be harder than complex: You have to work hard to get your thinking clean to make it simple.”Image Source: http://www.digitaltrends.com/wp-content/uploads/2011/10/steve-jobs-holding-iphone.jpg
  • According to a study by Morgan Stanley Research (2010) – Mobile web browsing will pass desktop web browsing and continue to increaseMore Information:http://www.mivamerchant.com/landingmobileImage Credit:http://johnpolacek.github.com/scrolldeck.js/decks/responsive/Sources:https://placester.com/real-estate-marketing-academy/11-must-haves-for-a-responsive-real-estate-website/http://googlemobileads.blogspot.com/2012/07/mobile-websites-vs-responsive-design.html
  • Shopping is becomming more of a multi device taskImpulse Buys - Mobile purchases leads to more spontaneous shoppingO’Niel Case Study (6 Week Comparison)iPhone/iPod: Conversions: +65.71% , Transactions: +112.50%, Revenue: +101.25%Android Devices: Conversions: +407.32%, Transactions: +333.33%, Revenue: +591.42%Sources:http://electricpulp.com/notes/you-like-apples/
  • More Information: http://sixrevisions.com/user-interface/e-commerce-website-features-tips-examples/http://www.smashingmagazine.com/2008/02/26/navigation-menus-trends-and-examples/
  • Examples:http://www.healthchemist.co.nzSources & More Information: http://sixrevisions.com/user-interface/e-commerce-website-features-tips-examples/http://www.smashingmagazine.com/2008/02/26/navigation-menus-trends-and-examples/
  • Example:www.FirstPlaceParts.comMore Information:http://uxdesign.smashingmagazine.com/2009/12/08/principles-of-effective-e-commerce-search/http://econsultancy.com/us/blog/10407-site-search-for-e-commerce-13-best-practice-tips
  • 60% of all e-commerce visitors abandon their shopping cart. Why?“We recommend you first optimize your existing checkout process and create a clear and concise multi-step checkout for your customers BEFORE experimenting with a one page checkout.”“Users often leave Web pages in 10-20 seconds, but pages with a clear value proposition can hold people's attention for much longer” - Jakob Nielsen’s, from a Evidence-Based User Experience Research, Training, and Consulting group: Nielsen Norman GroupDon’t stop with just the checkout. Contact forms, FAQs, and other important pages should be clear to navigateMore Information:http://www.mivamerchant.com/one-page-checkoutSources:http://www.mivamerchant.com/blog/a-definitive-guide-to-a-one-page-checkout-for-your-ecommerce-storehttp://baymard.com/checkout-usabilityhttp://www.nngroup.com/articles/how-long-do-users-stay-on-web-pages/Image Credit:http://dryicons.com/icon/architecture-blueprint-icons-set/shopping-cart/
  • Image CreditsSwiss Army Knife: http://www.swissknifeshop.com/media/catalog/product/cache/1/image/5e06319eda06f020e43594a9c230972d/W/G/WG16999.jpg
  • Just want to be sure that you are aware of Miva’s newest improvements & features
  • Just want to be sure that you are aware of Miva’s newest improvements & features
  • Gather the Easy for You to use… Set it and forget it!Analyze your site’s performance, take the pain Others:SearchSpring -HummingBird – Real Time Traffic - http://projects.nuttnet.net/hummingbird/Visual Webstie Optimizer – Q/A & Multivariat testing http://visualwebsiteoptimizer.com/Image Credit:https://lh5.ggpht.com/pzVoPNaE2qjdmsGzXIMiEnXW37Tq993TPb28JZltq29JIGUlQXaWfgFX-wiqVHmXog=w705
  • Easy for You to use… Set it and forget it!Image Credit:https://lh5.ggpht.com/pzVoPNaE2qjdmsGzXIMiEnXW37Tq993TPb28JZltq29JIGUlQXaWfgFX-wiqVHmXog=w705
  • Image Credit:http://images5.fanpop.com/image/photos/30400000/Candy-candy-30424649-1920-1200.jpg
  • Without usability and utility, you can't really create desirability

Devour Your Competition: Building the best (ecommerce) web site in 2013 Devour Your Competition: Building the best (ecommerce) web site in 2013 Presentation Transcript

  • Devour Your Competition: Building the Best Web Site Rick Wilson President/COO Miva Merchant ASD/IMA March 2013 – Las Vegas, Nevada
  • Devour Your Competition: Building The Best Web SiteNew Features That Are Must Haves In 2013
  • What is the New Normal?Usability Utility Desirability
  • Must Haves Concepts in 2013Usability Utility Desirability• Intuitive • Functional • Seductive• Focused • Easy to Use • Impressive• Effective • Helpful • Social Communication More Information: http://www.zurb.com/article/1128/the-3-elements-of-good-design-usability-u
  • What does this look like?Usability Utility Desirability• Intuitive • Functional • Seductive • Multi-Device Design • 2013 Must Have • Enhanced Product Features Pages• Focused • Navigation & Search • Easy to Use • Community • Analytics Tools • Social Media & SEO• Effective Communication • Helpful • Impressive • Optimized Checkouts • Product • Product Reviews & Page Direction Comparisons
  • USABILITY • Intuitive • Focused • Effective
  • Intuitive Usability: Multi-Device Design• Store interfaces need to be usable as a whole• Mobile vs. RWD• There is an increasing demand• *Mobile design is not for everyone.
  • Intuitive Usability:Multi-Device Design
  • Focused Usability:Navigation - Traits • Functionally Easy to Use • Understandable Hierarchy • Consistent Location Example: HealthChemist.co.nz
  • Focused Usability: Navigation - FeaturesDrop Down, Fly-out, & Mega Menus Breadcrumbs “Speaking” Block Navigation
  • Focused Usability: Advanced Search• Emphasize Search• Auto-Complete• Search Facets• Searching Categories• Sorting & Pagination OptionsExample: FirstPlaceParts.com
  • Effective Usability: Optimized Checkouts• Optimize the Checkout• Enhancing Checkout – Mini Basket – Shipping Estimator• Multiple Step vs. Don’t stop with just the checkout. Abbreviated Checkouts Contact forms, FAQs, and other important pages should be clear to navigate. Need Help?Recommended Reading: http://www.mivamerchant.com/blog/a-definitive-guide-to-a-one-page-checkout-for-your-ecommerce-store
  • UTILITY• Functional• Easy to Use• Helpful
  • Functional Utility: Key Features For 2013• Mini Basket• Shipping Estimator• Smart Breadcrumbs• Category Pagination & Sorting• Category & Product Page Templates
  • Functional Utility: Other Features To Consider• Facebook Connect• Social Networking Buttons• Social Commerce• Blog Integration
  • Easy to Use Utilities: For the Customer • Category Quickview • AJAX Add to Cart • Notifications after Actions
  • Easy to Use Utilities: For the Store Owners• Monitor Traffic• Track Sales & Conversion Rates• View Customer Checkout Flow• Track Searches• Test new features
  • Helpful Utility: Helping the Customer• Product Comparisons• Related Products• Detailed Category Pages
  • DESIRABILITY• Seductive• Community• Impressive
  • Seductive Desirability: Enhanced Product Pages- Show Alternate Colors & Views - Product Zoom - Large Image Lightbox
  • Seductive Desirability:Enhanced Product Pages
  • Community Desirability: Social Media & Marketing• Display your social networks• Be an active member in each social community• Integrate Social Media
  • Impressive Desirability: Product Reviews
  • ReviewUsability Utility Desirability• Intuitive • Functional • Seductive • Multi-Device Design • 2013 Keys • Enhancing Product • Mobile & Responsive • Mini Basket Pages • Shipping Estimator •• Focused Quality Images • Search • Easy to Use • Community • Facets • A/B Testing • Social Media • Autocompletes • AJAX Add to Cart • Follow on Contact• Effective • Helpful • Impressive Communication • Product • Product Reviews • Optimizing Checkouts Comparison
  • Questions ???Email Me: rwilson@mivamerchant.com
  • Sources• PR8 Update 7 & 8 Overview - http://www.mivamerchant.com/pr8-8-features• Test Early, Test Often - http://uxdesign.smashingmagazine.com/2008/01/31/10-principles-of-effective-web-design/• Usability, Utility, Desirability - http://www.zurb.com/article/1128/the-3-elements-of-good-design-usability-u• Multi-Screen World - http://services.google.com/fh/files/misc/multiscreenworld_final.pdf• Top 100 Grossing E-Commerce Sites - http://baymard.com/checkout-usability/benchmark/top-100• Essential E-Commerce Website Features - http://sixrevisions.com/user-interface/e-commerce-website-features-tips- examples/• 7 Inspirational Steve Jobs Quotes for Designers - http://onthecloud.mycroburst.com/7-inspirational-steve-jobs-quotes-for- designers/• Mobile Websites vs. Responsive Websites - http://googlemobileads.blogspot.com/2012/07/mobile-websites-vs-responsive- design.html