José Silva, Head of UI - Orador na 10ª edição das Industry Sessions by EDIT. com a temática de UX & Responsive Design, no Porto. Como reduzir o esforço necessário para concretizar uma compra online, algumas estratégias de design e usabilidade para permitir uma melhor experiência para o utilizador.

1. José Silva
Farfetch

2. Strategies to improve
e-commerce conversion

3. Performance
01.
Product
02.
Checkout
03.

4. Performance
Don’t make people wait.

5. 3 seconds is all it takes…
40%
of the users
abandons the site

6. Amazon found every 100ms
of latency cost them 1% in sales.
Remember this

7. Performance
• Eliminate unnecessary downloads
• Image optimisation
• Render Blocking

8. Eliminate unnecessary downloads
NAP

9. • Eliminate unnecessary downloads
• Image optimisation
• Render blocking
Performance

10. Image optimisation
Neiman Marcus

11. Image optimisation
892Kb
327Kb
Before After
327Kb
33Kb

12. • Eliminate unnecessary downloads
• Image optimisation
• Render Blocking
Performance

13. Render Blocking

14. Moda Operandi
Render Blocking

15. Etsy
Render Blocking

16. Product data
Proper data is vital to find
relevant products.

17. 10%
of the users leaves if there isn’t
enough information.
Retail Online Survey

18. Product data
Fnac

19. Product data
Continente

20. Product data
Samsonite

21. Checkout
Shopping online is meant to be easy.

22. • Forced Account creation
• Forms
• Trust and Security
Checkout
• Complicated process

23. Forced Account Creation
23%
Abandon a purchase
if forced to register first.
Forrester Research

24. Forced Account Creation
Rádio Popular

25. Forced Account Creation
Apple

26. Forced Account Creation
Nike

27. • Forced Account creation
• Forms
• Trust and Security
Checkout
• Complicated process

28. I don’t want to enter a relationship.
I just want to buy something!
“ ”
Remember this
Jared Spool - User Testing

29. Forms
AKI

30. Forms
Continente Online

31. Forms
Amazon

32. • Forced Account creation
• Forms
• Trust and Security
Checkout
• Complicated process

33. Trust and Security
80%
of consumers feel safer
seeing trustworthy security seals.
VoucherCloud / Consumer Phycology

34. Trust and Security
Bonobos

35. Trust and Security
John Lewis

36. Trust and Security
Nike

37. • Forced Account creation
• Forms
• Trust and Security
Checkout
• Complicated process

38. Complicated process
18%
of users find it intricate.

39. Complicated process
Soda Stream

40. Complicated process

41. Complicated process
IOS

43. Thank you!