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  1. 1. IA for Shopping & Shopping Carts Adrian Whatley INF 385e Fall 2005
  2. 2. Overview• E-Commerce• Consumer Purchase Factors• Closing the deal with the shopping cart – Simplify – Support – Secure – Confirm• Conclusion
  3. 3. E-Commerce Is Big Business• 50% of US net users and 20% of non-US net users regularly buy online (2002)• “Click and Mortar” firms see an increase in visits to traditional sales outlets
  4. 4. Uncontrollable Factors Uncontrollable Factors• Consumer characteristics – Social – Economical – Cultural – Psychological• Beyond the the control and influence of marketers
  5. 5. Controllable Factors1. Product/Service Characteristics2. Medium Characteristics3. Merchant/Intermediary Characteristics In other words: IA is essential for an enjoyable e-commerce experience!
  6. 6. The Factors at Work No Thanksgiving Web Ad IA
  7. 7. What Is a “Shopping Cart?”• A metaphor employed by e-commerce sites to help customers better understand the online purchasing experience. – Shopping baskets – Shopping bags – And many more
  8. 8. Design is Important…• Billions in sales are lost every year because customers become frustrated and leave an e-commerce site• Trust and usability are the two attributes most often cited by customers as the reasons for choosing a site
  9. 9. A Quest! + = Scandinavian movie about a girl whose homely sister has her banished to thefrozen woods. She is saved by Jack Frost who helps to find her a dreamyhusband..
  10. 10. Overall Design is Important… Weird! Pixel-y! Clean, easy checkout
  11. 11. …but the shopping cart can make or break a site. • 65% of buyers leave their shopping carts in mid-purchase (eMarketer 2003) • IA can help reduce cart abandonment rates
  12. 12. Keys to Good Cart Design• “Programmers need to hear people call their baby ugly.” Terrell Jones, president of Travelocity • Simplify the process. • Explain the steps. • Secure the transaction. • Confirm the order.
  13. 13. Simplify: Make the Cart & Its Contents Easy to Find Basket The shopping cart should: • Have multiple entry points • Be transparent • Give product information • Availability • Quantity • Price • Allow products to be stored for later purchase
  14. 14. Simplify: Break-Up the Ordering Process Page NumbersWhere am I? Where am I going? lllllllll lllllllll lllllllll lll
  15. 15. Simplify: Provide Clear Instructions Required fields Builds trust Saves space Next step Go back
  16. 16. Explain: Provide Rich Functionality Navigational Options Detailed DescriptionCross-selling
  17. 17. Explain: Provide Support During Checkout • Unanswered questions can translate into lost sales • Phone support is best for new customers or those uneasy with web purchases • Support via a chat window like eBay’s “Live Help” or UT Libraries’ “Ask a Librarian” is gaining favor • ddddddddddddd should be provided at FAQs ddddddd the very least
  18. 18. Explain: Show All CostsShow taxes, shipping and any another purchase costs. No surprises! This cake better be $%&^ good.
  19. 19. Secure: Put Their Minds at EaseWilliams Sonoma • In order to establish trust, the customer must be comfortable with you and your site’s security • Think about possible customer concerns at every step • Your security standards should be easily accessible and clearly written
  20. 20. Confirm: Make Sure the Order is Correct Right address?Right product? Right price?
  21. 21. Confirm: Send a Confirmation E-Mail Include: • Confirmation date • Order number • Tracking (if possible) Be brief!
  22. 22. Conclusion• Organize a focus group to test the shopping cart before the site is launched.• Make sure your cart simplifies, explains, secures and confirms the online ordering process.• Remember, a successful Web site is built around customer-centered design.
  23. 23. References• Taking the shopping centre online: new models in e-commerce. Timothy Dixon, Andrew Marston Property Management;Volume 23;Issue 2; 2005• Electronic commerce: A comparative study of organizational experiences. Majed Al-Mashari Benchmarking: An International Journal;Volume 9;Issue 2; 2002• Product search in e-shopping: a review and research propositions. Jennifer Rowley Journal of Consumer Marketing;Volume 17;Issue 1; 2000• Influencing the online consumers behavior: the Web experience Efthymios Constantinides Internet Research;Volume 14;Issue 2; 2004• Comfort your online customer: quality, trust and loyalty on the internet. Dina Ribbink, Allard C.R. van Riel, Veronica Liljander, Sandra Streukens Managing Service Quality;Volume 14;Issue 6; 2004• An integrated framework for recommendation systems in e-commerce. Timothy K. Shih, Chuan-Feng Chiu, Hui-huang Hsu, Fuhua Lin Industrial Management & Data Systems;Volume 102;Issue 8; 2002• One-stop-shop information mall – MTR’s experience. Y.K. Chan, Martin Brown, K. Neailey, W.H. Ip Managing Service Quality;Volume 10;Issue 2; 2000
  24. 24. References• Good information architecture increases online sales. Ivan Walsh• Ten ways to improve the usability of your ecommerce site. Webcredible consultancy.• Information architecture of the shopping cart: best practices for the information archtitectures of e- commerce ordering systems. Sarah Bidigare, Argus Center for Information Architecture, May 2000.• The Design of Sites: Patterns, Principles, and Processes for Crafting a Customer-Centered Web Experience. Douglas K. Van Duyne, James A. Landay, Jason I. Hong. Addison-Wesley, 2003.