’Round, ’round get around: Making sure
customers can navigate your site
Presented by:
josh levine
Co-founder, Chief Creative Officer
Ai - Alexander Interactive

about ai
e-commerce strategy, design & development
• Independent, full-service boutique • 5.3 million transactions in 2008
• Founded 2002 • Sites generate over $330 million
• Roster of IR 500 clients • 40 hands-on employees
clients
internet retailer conference | june 2009

It’s All About the Customer
User-Centric Architecture
agenda Intuitive Browsing
Sealing the Deal
Key Takeaways
internet retailer conference | june 2009

it’s all about the customer
Create a seamless shopping experience by understanding
how they think.
internet retailer conference | june 2009

Define your various shopper types &
profiles. Who are they? How do they
shop?
internet retailer conference | june 2009

Define your various shopper types &
profiles. Who are they? How do they
shop?
I need a gift What is that, You’d better
I want it now!
for my mom... velvet? match this price.
internet retailer conference | june 2009

Think through real-life brick & mortar
scenarios.
internet retailer conference | june 2009

Don’t skimp on the research
Ask customers what they think
Analyze metrics
Observe behaviors & find patterns
Test like crazy
internet retailer conference | june 2009

user-centric architecture
Ensure that your customers find what they’re looking for by
addressing their needs.
internet retailer conference | june 2009

Take your product catalog...
internet retailer conference | june 2009

Organize into categories that reflect your
customers’ mental models.
internet retailer conference | june 2009

Label items clearly with terms familiar to
your shoppers.
football basketball baseball greatness
internet retailer conference | june 2009

Think through various shopping paths that
are intuitive to your customer.
Via product type
Via collection
Via customized functionality
Via specialty shops, boutiques
bill buckner & mookie
Via search wilson signed baseball
$129.99
internet retailer conference | june 2009

intuitive browsing
Structure your site so all shoppers can browse products
quickly & effectively.
internet retailer conference | june 2009

Provide clear browsing paths: Cater to your
customers’ behaviors & needs.
internet retailer conference | june 2009

Provide clear browsing paths: Cater to your
customers’ behaviors & needs.
internet retailer conference | june 2009

Provide clear browsing paths: Offer customized
product finders to engage shoppers.
internet retailer conference | june 2009

Provide clear browsing paths: Reduce page refreshes
with shortcuts.
internet retailer conference | june 2009

Provide clear browsing paths: Use breadcrumbs &
“recently viewed items” making it easy to backtrack.
internet retailer conference | june 2009

Keep the momentum: Avoid dead-ends on product
pages.
internet retailer conference | june 2009

Keep the momentum: Utilize instant “add-to-cart”
confirmations to keep them in browsing mode.
internet retailer conference | june 2009

Keep the momentum: Promote relevant upsells
without getting in the way of checkout.
internet retailer conference | june 2009

Keep the momentum: Drive shoppers to additional
relevant items.
internet retailer conference | june 2009

Keep the momentum: Use clear calls to action
emphasizing trigger words.
internet retailer conference | june 2009

Provide control: Allow shoppers to alter display
options to their preferences.
internet retailer conference | june 2009

Provide control: Let shoppers compare items
side-by-side.
internet retailer conference | june 2009

Provide control: Offer facets for user-defined
browsing.
internet retailer conference | june 2009

sealing the deal
Minimize abandonment by focusing on the details.
internet retailer conference | june 2009

Offer easy access to help
Provide shipping costs early
Promote trust & security
Make error messages clear & instructive
Don’t require registration
Remove all distractions
internet retailer conference | june 2009

key takeaways
internet retailer conference | june 2009

It’s all about the customer
Allow them to shop how they want
Keep momentum: avoid dead-ends
Provide tools for comparison & comprehension
Be helpful without being intrusive
Don’t overlook defensive design
internet retailer conference | june 2009

thank you.
Contact
josh levine
jl@alexanderinteractive.com
internet retailer conference | june 2009