1.
E-commerce
User Experience
Better Software ’13
@AntonioVolpon

2.
Croce e Delizia
http://www.flickr.com/photos/kalamakia/3389488552/

3.
1
Conversion Rate

4.
Conversion Rate
=
Nr. Sales / Nr. Visits

5.
Conversion Rate
=
Nr. Sales / Nr. Visits

6.
sales
visits
conversion
200
5,000
4%
250
5,000
5%
150
2,500
6%

7.
sales
visits
conversion
200
5,000
4%
250
5,000
5%
150
2,500
6%

8.
sales
visits
conversion
200
5,000
4%
250
5,000
5%
150
2,500
6%

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.
Migliorare l’esperienza utente
=
Migliorare gli obiettivi business

11.
USER “STORIES”
• Interviews / Surveys / User Diaries /
Contextual Analysis
• Usability Testing
• Customer Care Feedbacks
• Social Network Interactions
• Log Inspections
• Analytics Data

12.
Le metriche sono inutili
se non si conoscono gli
utenti a cui applicarle

13.
2
Recommender Systems

14.
2
1
3
4
6
8
5
7

15.
RECOMMENDER SYSTEM SETUP
• Similar products
• Up-selling
• Cross-selling
• Who viewed this also viewed that
• Who bought this also bought that
• Personalized

16.
$1,000,000

17.
Ciascuna ipotesi va
verificata
(con gli utenti)

18.
3
Checkout process

19.
67.44%
average online shopping cart abandonment rate
http://baymard.com/lists/cart-abandonment-rate

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.
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.
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.
Facilitare l’acquisto,
prima di tutto

24.
4
Content & Copywriting

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.
“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.
“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.
Anche il contenuto è
user experience design

29.
5
Email

30.
R e s p o n s i v e
email,
oltre che sito

31.
IN A NUTSHELL
• Conversion rate
• Recommender Systems
• Checkout Process
• Content & Copywriting
• Email

32.
E-commerce
User Experience
antonio@volpon.com
@AntonioVolpon