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E-commerce User Experience

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E-commerce User Experience

  1. 1. E-commerce User Experience Better Software ’13 @AntonioVolpon
  2. 2. Croce e Delizia http://www.flickr.com/photos/kalamakia/3389488552/
  3. 3. 1 Conversion Rate
  4. 4. Conversion Rate = Nr. Sales / Nr. Visits
  5. 5. Conversion Rate = Nr. Sales / Nr. Visits
  6. 6. sales visits conversion 200 5,000 4% 250 5,000 5% 150 2,500 6%
  7. 7. sales visits conversion 200 5,000 4% 250 5,000 5% 150 2,500 6%
  8. 8. sales visits conversion 200 5,000 4% 250 5,000 5% 150 2,500 6%
  9. 9. CONVERSION RATE SPLIT • Desktop vs. Mobile • SEM vs. SEO • Registered vs. Non Registered Users • UK vs. Italy vs. USA • Latest Arrivals vs. Sales
  10. 10. Migliorare l’esperienza utente = Migliorare gli obiettivi business
  11. 11. USER “STORIES” • Interviews / Surveys / User Diaries / Contextual Analysis • Usability Testing • Customer Care Feedbacks • Social Network Interactions • Log Inspections • Analytics Data
  12. 12. Le metriche sono inutili se non si conoscono gli utenti a cui applicarle
  13. 13. 2 Recommender Systems
  14. 14. 2 1 3 4 6 8 5 7
  15. 15. RECOMMENDER SYSTEM SETUP • Similar products • Up-selling • Cross-selling • Who viewed this also viewed that • Who bought this also bought that • Personalized
  16. 16. $1,000,000
  17. 17. Ciascuna ipotesi va verificata (con gli utenti)
  18. 18. 3 Checkout process
  19. 19. 67.44% average online shopping cart abandonment rate http://baymard.com/lists/cart-abandonment-rate
  20. 20. Why do online shoppers leave without paying? 1. Presented with unexpected costs 2. I was just browsing 3. Found a better price elsewhere 4. Overall price too expensive 5. Decided against buying 6. Website navigation too complicated 7. Website crashed 8. Process was taking too long http://www.worldpay.com/corporate/content/worldpay-global-online-shopper-report.pdf
  21. 21. Why do online shoppers leave without paying? 1. Presented with unexpected costs 2. I was just browsing 3. Found a better price elsewhere 4. Overall price too expensive 5. Decided against buying 6. Website navigation too complicated 7. Website crashed 8. Process was taking too long http://www.worldpay.com/corporate/content/worldpay-global-online-shopper-report.pdf
  22. 22. Why do online shoppers leave without paying? 1. Presented with unexpected costs 2. Website navigation too complicated 3. Process was taking too long http://www.worldpay.com/corporate/content/worldpay-global-online-shopper-report.pdf
  23. 23. Facilitare l’acquisto, prima di tutto
  24. 24. 4 Content & Copywriting
  25. 25. “Il risultato è quello di dare giacche ben tagliate, camicie alla moda e capi di maglieria piacevoli e confortevoli, per uomini dall'aspetto semplice, senza pretese”
  26. 26. “By creating an account at ASOS.com you will be able to shop faster, keep track of the status of your orders and take part in ASOS Life: CREATE YOUR ACCOUNT”
  27. 27. “We didn’t fundamentally change any functionality or page flows at this point. One thing we did change was the login screen after lengthy split testing; the changes resulted in a 50% decrease in abandonment of the site at this page” - James Hart - Director at asos.com
  28. 28. Anche il contenuto è user experience design
  29. 29. 5 Email
  30. 30. R e s p o n s i v e email, oltre che sito
  31. 31. IN A NUTSHELL • Conversion rate • Recommender Systems • Checkout Process • Content & Copywriting • Email
  32. 32. E-commerce User Experience antonio@volpon.com @AntonioVolpon

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