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How to Improve E-commerce Revenue Through Improved usability and User Experience
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How to Improve E-commerce Revenue Through Improved usability and User Experience

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Presentation on online usability and user experience and how to untalize this to enhance your e-commerce revenue. …

Presentation on online usability and user experience and how to untalize this to enhance your e-commerce revenue.

For more information on this presentations visit The Internet Show ME 2011: http://www.terrapinn.com/exhibition/internet-show-middle-east/

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  • 1. Improving e-commerce revenues through improved usability and user experience ™ September 2010 Chris Rourke, Managing Director, User Vision
  • 2. Who is User Vision? Leading Usability & Accessibility Consultancy Usability Services for Web sites and Software Consultancy Audits / Evaluations Usability Testing Training Based in the UK but new UAE office Clients include: BBC, Tesco, Lloyds Bank, Emirates Airline, Jumeirah, IKEA, Nokia, O2, public sector organisations and many more The people over there on Stand 17 opposite Google!2
  • 3. User Experience & Usability looks at  Effectiveness – Can they  Benefits are reach their goals?  Better conversion rates  Efficiency – How fast?  Reduced phone-based support Number of errors?  Improved sense of trust,  Satisfaction – Was it a custumer retention good/bad experience?  Return visits, recommendations  Better use of marketing budget  Improved brand representation Persuasion: “You can lead a horse to water but you can’t make them drink”3
  • 4. User Experience & Usability the Usable Road the UX Road the Customer Service Road Proactive Reactive4
  • 5. eCommerce – Survival of the Easiest E-Commerce is concerned about Conversion rates Percentage of site visits that result in a purchase (or whatever you wanted the visitor to do at your site)5
  • 6. Why Conversion Rates Fall 100% Slow page load Accessibility problems Confusing jargon, topic Poor look and organisation % of site visitors feel Inflexible search Clumsy site navigation Unreadable content Poor search Forms errors results Privacy & security concerns 0% Customer First Impression Search for info or Act upon info Acquisition service or service6
  • 7. Online Ecommerce Success - Striking a balance  Websites need to strike a balance between what the site wants people to do and what people really want to do Users want to Sites owner wants you to  Buy just what you want  Buy more than what you want  Go immediately to goal, then leave  Look at and click on ads  Control their personal data  Take up their cross sells / upsells  Stick around  Capture some personal data7
  • 8. Bridging the Gulf We need to use this architecture Designer’s Lets use this new cool technology View Our database only accepts these characters User’s View Task Analysis & Usability Methods Business’s View I want to buy this product I want to register for updates I need to find this information We sell these products ` Our company is structured this way People should know about the company history | 88
  • 9. Ways to bridge the gulf  Remove fear factors & barriers to purchase  Persuade users to continue  Let users play by their own rules (may not be yours)  Check your negative pathways & be forgiving  Keep your site accessible  Take a close look at what your users do on your site9
  • 10. Let Users Play by their rules: Inflexible process Being forced to choose a ‘make’ is making the user play by your rules | 1010
  • 11. Let Users Play by their rules: Inflexible process The process is too much work, people will give up. Lesson: Learn how your users organise & prioritise things and want to perform tasks11
  • 12. Let Users Play by their rules: Shopping Behaviour Keeping it real How do people do it in the real world? People like to go from overview to detail at same time when shopping13
  • 13. Let Users Play by their rules: Shopping Behaviour Lesson: Persuade users to go from the overview to the details but with easy access throughout | 14 June 2010 Chris Rourke Managing Director User Vision14
  • 14. Let Users Play by their rules: Cross sell intelligently I am about to buy some men’s Cargo pants Do I really want a women’s Poncho or cardigan? Lesson: Use the information you have to better persuade the visitor15
  • 15. Negative Pathways: Query Relaxation As typical with many travel sites : If no results, I need to re-do my search again,16
  • 16. Negative Pathways: Query Relaxation In New Zealand: If no results, I can choose options slightly outside my original search. A better experience Lesson: See if you can offer customers the ‘next best thing’ www.newzealand.com.17
  • 17. Negative Pathways: Error messages | 18 | November 2009 | Rob van Tol, Senior Consultant, User Vision18
  • 18. Let Users Play by their rules: Don’t force registration19
  • 19. Let Users Play by their rules: Don’t force registration Around a quarter of shoppers will abandon their purchase if forced to register. Lesson: Don’t do it | 2020
  • 20. Keep it accessible “The power of the Web is in its universality. Access by everyone regardless of disability is an essential aspect. “21
  • 21. Take a close look at what your users do on your site Usability Testing Eye tracking Lesson: You are not your user so Learn about them. Card Sorting for information Early prototype testing architecture22
  • 22. Eye tracking – Heat maps  People often look at  Forms  Faces  What faces look at23
  • 23. Eye tracking – Gaze Trail  Scanning behaviour is typical Scanned, than briefly read Just skimmed Scanned and read24
  • 24. Advertising effectiveness- Is the Ad Copy read?  Reading meter  Number of readers  Average amount of text read  Reading Intensity Maps25
  • 25. Advertising effectiveness- Is there an Emotional Response? Strong Response •Strong emotional response26 •Brand prominent
  • 26. Summary  Remove fear factors & barriers to purchase  Persuade users to continue  Let users play by their own rules (may not be yours)  Check your negative pathways & be forgiving  Keep your site accessible  Take a close look at what your users do on your site27
  • 27. Thank You! For further information, contact: Chris Rourke Come See us at Stand 17! Managing Director  Try out eye tracking User Vision  Accessibility & usability The Fairmont Dubai quick check Office 508 Sheikh Zayed Road Dubai, UAE Tel: +971 4 311 6607 Email: chris@uservision.com , Jameel@uservision.com Web: www.uservision.co.uk Twitter: @crourke @uservision28