Improving e-commerce revenues through improved usability and user experience                                           ™  ...
Who is User Vision?    Leading Usability & Accessibility Consultancy      Usability Services for Web sites and Software ...
User Experience & Usability looks at     Effectiveness – Can they    Benefits are      reach their goals?             B...
User Experience & Usability    the Usable Road               the UX Road    the Customer Service Road                     ...
eCommerce – Survival of the Easiest                              E-Commerce is concerned about                            ...
Why Conversion Rates Fall        100%                                 Slow page                                 load      ...
Online Ecommerce Success - Striking a balance     Websites need to strike a balance between what the site wants people to...
Bridging the Gulf                       We need to use this architecture     Designer’s        Lets use this new cool tech...
Ways to bridge the gulf     Remove fear factors & barriers to purchase     Persuade users to continue     Let users pla...
Let Users Play by their rules: Inflexible process                     Being forced to choose a ‘make’ is                  ...
Let Users Play by their rules: Inflexible process                           The process is too much work,                 ...
Let Users Play by their rules: Shopping Behaviour                                            Keeping it real              ...
Let Users Play by their rules: Shopping Behaviour                                                                       Le...
Let Users Play by their rules: Cross sell intelligently                                             I am about to buy some...
Negative Pathways: Query Relaxation                       As typical with many travel sites : If no                       ...
Negative Pathways: Query Relaxation                                              In New Zealand: If no                    ...
Negative Pathways: Error messages       | 18   | November 2009   | Rob van Tol, Senior Consultant, User Vision18
Let Users Play by their rules: Don’t force registration19
Let Users Play by their rules: Don’t force registration     Around a quarter of shoppers will abandon their     purchase i...
Keep it accessible     “The power of the Web is in its     universality. Access by everyone     regardless of disability i...
Take a close look at what your users do on your site      Usability Testing                          Eye tracking         ...
Eye tracking – Heat maps                                 People often look at                                    Forms  ...
Eye tracking – Gaze Trail                                      Scanning behaviour is typical                    Scanned, ...
Advertising effectiveness- Is the Ad Copy read?                                              Reading meter               ...
Advertising effectiveness- Is there an Emotional Response?                        Strong Response                        •...
Summary      Remove fear factors & barriers to purchase      Persuade users to continue      Let users play by their ow...
Thank You! For further information, contact:       Chris Rourke                    Come See us at Stand 17!       Managing...
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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.

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

  1. 1. Improving e-commerce revenues through improved usability and user experience ™ September 2010 Chris Rourke, Managing Director, User Vision
  2. 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. 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. 4. User Experience & Usability the Usable Road the UX Road the Customer Service Road Proactive Reactive4
  5. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 15. Negative Pathways: Query Relaxation As typical with many travel sites : If no results, I need to re-do my search again,16
  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. 17. Negative Pathways: Error messages | 18 | November 2009 | Rob van Tol, Senior Consultant, User Vision18
  18. 18. Let Users Play by their rules: Don’t force registration19
  19. 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. 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. 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. 22. Eye tracking – Heat maps  People often look at  Forms  Faces  What faces look at23
  23. 23. Eye tracking – Gaze Trail  Scanning behaviour is typical Scanned, than briefly read Just skimmed Scanned and read24
  24. 24. Advertising effectiveness- Is the Ad Copy read?  Reading meter  Number of readers  Average amount of text read  Reading Intensity Maps25
  25. 25. Advertising effectiveness- Is there an Emotional Response? Strong Response •Strong emotional response26 •Brand prominent
  26. 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. 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
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