’Round, ’round get around: Making sure
customers can navigate your site


Presented by:
josh levine
Co-founder, Chief Crea...
about ai

e-commerce strategy, design & development
• Independent, full-service boutique   • 5.3 million transactions in 2...
It’s All About the Customer

         User-Centric Architecture
agenda   Intuitive Browsing

         Sealing the Deal

  ...
it’s all about the customer
Create a seamless shopping experience by understanding
how they think.




                   ...
Define your various shopper types &
profiles. Who are they? How do they
shop?




                          internet retai...
Define your various shopper types &
profiles. Who are they? How do they
shop?
                 I need a gift   What is tha...
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 craz...
user-centric architecture
Ensure that your customers find what they’re looking for by
addressing their needs.




        ...
Take your product catalog...




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




                              internet retailer c...
Label items clearly with terms familiar to
your shoppers.
football    basketball   baseball                  greatness



...
Think through various shopping paths that
are intuitive to your customer.

 Via product type


 Via collection

 Via custo...
intuitive browsing
Structure your site so all shoppers can browse products
quickly & effectively.




                    ...
Provide clear browsing paths: Cater to your
customers’ behaviors & needs.




                                     interne...
Provide clear browsing paths: Cater to your
customers’ behaviors & needs.




                                     interne...
Provide clear browsing paths: Offer customized
product finders to engage shoppers.




                                   ...
Provide clear browsing paths: Reduce page refreshes
with shortcuts.




                                    internet retai...
Provide clear browsing paths: Use breadcrumbs &
“recently viewed items” making it easy to backtrack.




                 ...
Keep the momentum: Avoid dead-ends on product
pages.




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




                        ...
Keep the momentum: Promote relevant upsells
without getting in the way of checkout.




                                  ...
Keep the momentum: Drive shoppers to additional
relevant items.




                                  internet retailer co...
Keep the momentum: Use clear calls to action
emphasizing trigger words.




                                    internet r...
Provide control: Allow shoppers to alter display
options to their preferences.




                                      i...
Provide control: Let shoppers compare items
side-by-side.




                                    internet retailer confer...
Provide control: Offer facets for user-defined
browsing.




                                      internet retailer confe...
sealing the deal
Minimize abandonment by focusing on the details.




                                          internet r...
Offer easy access to help
Provide shipping costs early
Promote trust & security
Make error messages clear & instructive
Do...
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 &...
thank you.

Contact
josh levine
jl@alexanderinteractive.com




                              internet retailer conference...
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Round Round Get Around: Making Sure Customers Can Navigate Your Site

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User experience expert Josh Levine, chief experience officer of Ai (Alexander Interactive), gave this presentation at the 2009 Internet Retailer Conference and Expo

Conference Presentation Description:
Closely connected to a great web site design are great navigation and usability. Even the best looking pages will fail to create sales if shoppers can't tell right away how to navigate to the next piece of information they are seeking, how to find alternate products or how to locate the customer service pages. This session will walk retailers through navigation and usability issues, including how to ensure customers find the products they're looking for, how to organize a site so shoppers can move forward and backward easily, how to organize data so customers can compare products, how to streamline checkout to minimize mid-stream dropouts—all implemented within budget constraints.

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Round Round Get Around: Making Sure Customers Can Navigate Your Site

  1. 1. ’Round, ’round get around: Making sure customers can navigate your site Presented by: josh levine Co-founder, Chief Creative Officer Ai - Alexander Interactive
  2. 2. 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
  3. 3. It’s All About the Customer User-Centric Architecture agenda Intuitive Browsing Sealing the Deal Key Takeaways internet retailer conference | june 2009
  4. 4. it’s all about the customer Create a seamless shopping experience by understanding how they think. internet retailer conference | june 2009
  5. 5. Define your various shopper types & profiles. Who are they? How do they shop? internet retailer conference | june 2009
  6. 6. 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
  7. 7. Think through real-life brick & mortar scenarios. internet retailer conference | june 2009
  8. 8. 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
  9. 9. user-centric architecture Ensure that your customers find what they’re looking for by addressing their needs. internet retailer conference | june 2009
  10. 10. Take your product catalog... internet retailer conference | june 2009
  11. 11. Organize into categories that reflect your customers’ mental models. internet retailer conference | june 2009
  12. 12. Label items clearly with terms familiar to your shoppers. football basketball baseball greatness internet retailer conference | june 2009
  13. 13. 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
  14. 14. intuitive browsing Structure your site so all shoppers can browse products quickly & effectively. internet retailer conference | june 2009
  15. 15. Provide clear browsing paths: Cater to your customers’ behaviors & needs. internet retailer conference | june 2009
  16. 16. Provide clear browsing paths: Cater to your customers’ behaviors & needs. internet retailer conference | june 2009
  17. 17. Provide clear browsing paths: Offer customized product finders to engage shoppers. internet retailer conference | june 2009
  18. 18. Provide clear browsing paths: Reduce page refreshes with shortcuts. internet retailer conference | june 2009
  19. 19. Provide clear browsing paths: Use breadcrumbs & “recently viewed items” making it easy to backtrack. internet retailer conference | june 2009
  20. 20. Keep the momentum: Avoid dead-ends on product pages. internet retailer conference | june 2009
  21. 21. Keep the momentum: Utilize instant “add-to-cart” confirmations to keep them in browsing mode. internet retailer conference | june 2009
  22. 22. Keep the momentum: Promote relevant upsells without getting in the way of checkout. internet retailer conference | june 2009
  23. 23. Keep the momentum: Drive shoppers to additional relevant items. internet retailer conference | june 2009
  24. 24. Keep the momentum: Use clear calls to action emphasizing trigger words. internet retailer conference | june 2009
  25. 25. Provide control: Allow shoppers to alter display options to their preferences. internet retailer conference | june 2009
  26. 26. Provide control: Let shoppers compare items side-by-side. internet retailer conference | june 2009
  27. 27. Provide control: Offer facets for user-defined browsing. internet retailer conference | june 2009
  28. 28. sealing the deal Minimize abandonment by focusing on the details. internet retailer conference | june 2009
  29. 29. 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
  30. 30. key takeaways internet retailer conference | june 2009
  31. 31. 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
  32. 32. thank you. Contact josh levine jl@alexanderinteractive.com internet retailer conference | june 2009

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