A lot has been said on Brazilse-commerce potential, but few havepondered what customers think.An optimal online user experience is theresult of testing in the gamut ofpersonal computing and mobiledevices. This practice is yet to become astandard in Brazil, with ensuingcomplexities hindering adherence andconversion rates.This document exposes this realm, as wellas how deviceLab may contribute to makeevery one of these interactions morerelevant.Leandro GinaneFounder & CEO – deviceLabWe trust in real tests.
Our investigation sought to find out howefficient, compatible and user friendlythe target web sites were.Evaluation criteriaWe had under the microscope online shops that amass80%of Brazils online retail revenues.
User flowsWe analyzed the following user flows:SEARCH MODIFIERS RESULTSPRODUCT DETAILSCHECK OUT SHOPPING CARD IDENTIFICATIONDELIVERY PAYMENTCONFIRMATIONProblems that haulted a users progress in a taskare labeled critical in this study.EnvironmentsIn this study we considered theoperating systems that grew mostconsistently in the last 6 months:Android (3.2.2 – 4.0.3 – 4.0.4)iOs (5 e 6)Windows PhoneWe also worked with the most popular devices:Samsung Galaxy Tab (7’’e 10’’), iPad (2 e 3),iPhone 4S and 5, Samsung Galaxy SIII and SIIand the Nokia Lumia 800, always using theirnative browsers as platform of research.Research periodUX and front end professionals worked between March,20th and May, 3rd of 2013. 1701 tests were performed.˜˜˜
Brazillians browse the webwith their mobile devices*41Millionof users said to utlize tablet devicesto shop online.24%BUY NOWbelieve a negativeexperience weakenbrand engagement**77%21%2%PRE-PAIDMONTHLYWI-FIClasses52%WI-FI 2G 3GON DEVICESTHAT DO NOTSUPPORTAPPLICATIONDOWNLOADS.36%of internet users haveuse their mobiledevices to search forproduct information rightbefore or while shoppingon the streets.A growing trend:working andlower classesare retiring theircyber cafeexperience forpre-paid mobile cards.2,5million have a habit ofshopping usingcellphones or tablets.Sources: *F/Radar – DataFolha e F/Nazca (2012) **Google – Research (2012)HOW PEOPLE GET ACCESS TOthe web with their phonesWORKING LOWERACCESS THE WEB VIA
Customer SatisfactionEvery site we tested had atleast 1 error that madetransactions impossible.12% of all errors were critical.First Time Buyers!Regular customers face fewer hurdles.Confirmation 10%Payment 5%Delivery 18%Identification 21%Cart 14%Product details 8%Search results 2%Search modifiers 3%ERRORCritical errors per leg of the shopping cycle25%100% 12%Criticalerrors18%Critical errors per leg of the shopping cycle13%69%SearchProduct detailsCheckOutThe biggest losses happenedon processes designed for
CheckOut: the biggestproblem69%of errorshappen duringthe checkoutprocess.MOST COMMON ERRORSCalculating the final price ofan order after alteringquantities.2Using address codesto calculate shippingcosts.?????-???Changing the shippingaddress often makes atransaction impossible!When it comesto closing a sale,poor usabilityis the biggestobstacle.Why the large numberof unpaid orders?Some users cannotaccess their bankpayment slips andthink the transactiondid not take place.It is not their fault.?!
of errors are on theIdentification / login / Registrationand Shopping cart phases.ProductDescriptionsmust be writtento fit well insmallscreensFilling out search forms andpoor performance (speed)are two of the mostcommon complaints.The biggest hurdle in newcustomer registration is filling outthe address code, ID number anddate of birth fields. The addresscode search functionality speciallylacks performance.Further breaking down the errorsSearch/ ModifiersSearch resultsProduct detailsShopping CartIdentificationDeliveryPaymentConfirmation10%13%8%6%8%16%21% 17%ERROR38%
Tablets11%User ProfileSmartphone pay the price of poor usability evenwhen on specially designed mobile-ready systems.Critical errors by device typeSmartphones14%Critical errrors by operating systemiOS 6 9%16%iOS 5Android 4.0.4 11%Android 4.0.3 13%Android 3.2.2 11%WindowsPhone 7.5 12%20%
Windows Phone 7.5iOS 5iOS 6Customers usingAndroid andWindows Phoneencounter more errors.Errors by operating system22%16%23%12%16%Android 3.2.2Android 4.0.3Android 4.0.4Search Functionality12%SEARCH NOTFOUNDFilling out forms with tiny keyboardsis already difficult enough, and some can bevery unstable.Login********
Errors by operating system18%19%16%15%13%Android 3.2.2Android 4.0.3Android 4.0.4iOS 5iOS 6Windows Phone 7.519%Visualising images and the product description isdifficult in any combination ofoperating system and device.Errors by operating systemCheckout19%17%13%15%Android 3.2.2Android 4.0.3Android 4.0.4iOS 5iOS 6Windows Phone 7.519%Prospective customers had problems in every combination ofOS and device we tested.Drag and drop solutions sometimes maketransactions impossible.Visualizar imagens e descrição dos produtos com clarezaé difícil em qualquer aparelho esistema operacional.17%Product Details
Checkout: step-by-stepCustomers usingAndroids oldest verstionhad the most problems in checkoutApples native browsers are slowduring the checkout phasemaking transactions more difficult.Every combination of OS and device had problemson the address and delivery phase.Errors by operating systemAndroid 3.2.2Android 4.0.3Android 4.0.4iOS 5iOS 6Windows Phone 7.5Cart Identification Delivery Payment Confirmation35%30%25%20%15%10%5%0%
Windows Phone 7.5iOS 5iOS 625%of all shopping carterrors happen onAndroids 3.2.2 version.Errors by operating system25%19%15%12%12%Android 3.2.2Android 4.0.3Android 4.0.4iOS 5iOS 6Windows Phone 7.518%Checkout: shopping cartErrors by operating system20%12%15%16%Android 3.2.2Android 4.0.3Android 4.0.419%Checkout: identification16%
Android 3.2.2Android 4.0.3Android 4.0.4iOS 5iOS 6Windows Phone 7.5Errors by operating system15%19%13%18%17%Android 3.2.2Android 4.0.3Android 4.0.4Windows Phone 7.5iOS 5iOS 618%Checkout : delivery / adresses52%Apples iOsErrors by operating system14%5%16%27%14%25%Checkout: paymentiPhoneandiPadusers face the mostdifficulty in the paymentphase.$of errors during thepayment phase were under
63%of all confirmation errors happened underAndroidplatforms.Errors by operating system29%15%6%19%19%Android 3.2.2Android 4.0.3Android 4.0.4iOS 5iOS 6Windows Phone 7.517%Checkout: confirmation
SearchUtilizing the spell sspel checker function to make searches more relevantand intuitive to users. Typography mistakes are more common in mobile devices.Use auto complete on all search fields.Presentation and screen performancemust be improved.Product detailsImages text descriptionsmust be tailored for small screenswhile keeping all but the informationthat aides a customers decision.Update your information architectureto consider customers usingsmall screens.CheckoutUse of geolocationto make filling out addresses easier.Utilization of 1-click checkout functionalitydesigned specifically for mobile device users.BUY NOW1-CLICKUsability optimizationof checkout and registration processes.Simplification of registration forms.Just the essentials are needed.Platform integration.Users want the option to complete registration on their PCs.Solutions that aredesktop and mobile ready.
These recommendationsare a prelude to thechallenge of mobilecomputing usability inthis country.Every venture is its ownspecial challenge, with thedevelopment of a personalizedstrategy paramount for thesuccess of your customersonline experience.deviceLab55 (21) email@example.com