Shame On UX May 2012 Meet-Up

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This is the deck from the May Meet-Up focused on Checkout Optimization & Shopping Cart User Experience

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Shame On UX May 2012 Meet-Up

  1. 1. Follow @ShameOnUX
  2. 2. Statistics for Starters…  2012 Average Shopping Cart Abandonment Rate = 72.31%  Consumer Reason: High Shipping Costs  Experience Reason: Security (Feeling of data being safe & ability to return or exchange purchaseFollow @ShameOnUX
  3. 3. Remember The $300 Million Button… Before After Email Address: Email Address: Password: Password: Login Register Login Continue Forgot password? Forgot password? Source: User Interface Engineering. Ref: http://www.uie.com/articles/three_hund_million_buttonFollow @ShameOnUX
  4. 4. Remember the Results…  purchases increased 45%  $15 million extra the first month.  First year, the site saw an additional $300,000,000.Follow @ShameOnUX
  5. 5. Top Reasons Shoppers Abandon Carts According to Invesp Reasons Percentage High Shipping Costs 44% Not Ready to purchase 41% High Product Price 25% Wish To Review Selected Products Later 24% Shipping Costs Not Clearly Mentioned 22% No Guest Checkout Option 14% Being Asked Too Much Information 12% Complex Checkout Process 11% Website Too Slow 11% Additional Costs Charged Towards Taxes 8% Insufficient Payment Options 7% Slow Shipping 6% Spam With Offers 6% Website Crashed 5%Source: InvespRef: http://www.invesp.com/blog/cro/shopping-cart-abandonment-rate-statistics-infographic.htmlFollow @ShameOnUX
  6. 6. Top Reasons Shoppers Abandon Carts According to Forrester Research  57% – Didn’t want to pay shipping costs  48% – Total cost of purchase was more than expected  41% – Used the shopping cart for research  19% – Didn’t want to wait for the product  18% – Purchased offline instead  15% – Checkout process was too complicated  12% – Other reasons Source: Forrester Research Ref: http://blogs.forrester.com/reineke_reitsma/09-10-16-data_digest_shopping_cart_abandonmentFollow @ShameOnUX
  7. 7. Top Reasons from Consumers Surveyed  Lack of return / exchange policies  Security icons / signaling  Privacy and trust language around fields asking for personal data such as address, email, or credit card Source: Marketing Sherpa Ref: http://www.marketingsherpa.com/article.php?ident=29685Follow @ShameOnUX
  8. 8. No Onto The Shame Cases!  How this works…  We look at a screen capture of a broken or failed experience  We align around what’s shamefully wrong  We discuss where the experience went wrong, and what could have been done to save it.  You all become expert user experience analystsFollow @ShameOnUX
  9. 9. Shame Case 1: Lowes Submitted by: Anthony Moore (Thanks Anthony!)Follow @ShameOnUX
  10. 10. Shame Case 1: Lowes Submitted by: Anthony Moore (Thanks Anthony!)Follow @ShameOnUX
  11. 11. Shame Case 1: Lowes Submitted by: Anthony Moore (Thanks Anthony!)Follow @ShameOnUX
  12. 12. Shame Case 1: Lowes Submitted by: Anthony Moore (Thanks Anthony!)Follow @ShameOnUX
  13. 13. Shame Case 2: Gerhard’s ApplianceFollow @ShameOnUX
  14. 14. Shame Case 3: Best BuyFollow @ShameOnUX
  15. 15. Shame Case 3: Best BuyFollow @ShameOnUX
  16. 16. Shame Case 4: Project CamelotFollow @ShameOnUX
  17. 17. Shame Case 4: Project CamelotFollow @ShameOnUX
  18. 18. Shame Case 4: Project CamelotFollow @ShameOnUX
  19. 19. Shame Case 5: Powers MotorsportsSubmitted by:JT SherkThanks John!Follow @ShameOnUX
  20. 20. Shame Case 6: SyntecFollow @ShameOnUX
  21. 21. Shame Case 6: SyntecFollow @ShameOnUX
  22. 22. Shame Case 7: ConnectionsFollow @ShameOnUX
  23. 23. Shame Case 8: DrugStore.comSubmitted by:K SmithThanks K!Follow @ShameOnUX
  24. 24. Shame Case 8: DrugStore.comSubmitted by:K SmithThanks K!Follow @ShameOnUX
  25. 25. Shame Case 8: DrugStore.comSubmitted by:K SmithThanks K!Follow @ShameOnUX
  26. 26. Shame Case 8: DrugStore.comSubmitted by:K SmithThanks K!Follow @ShameOnUX
  27. 27. Shame Case Honorable MentionsFollow @ShameOnUX
  28. 28. Shame Case Honorable MentionsFollow @ShameOnUX
  29. 29. Shame Case Honorable MentionsFollow @ShameOnUX
  30. 30. Fin!Follow @ShameOnUX Visit ShameOnUX.com

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