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Secretele unui magazin online de succes - 20 de criterii gpec - usability

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Secretele unui magazin online de succes - 20 de criterii gpec - usability - prezentare sustinuta de Liviu TALOI (ECOMpedia) impreuna cu Andrei Radu (GPeC), in cadrul GPeC Summit 2015 - editia de primavara, 11-12-13 mai 2015, Bucuresti, Romania

Secretele unui magazin online de succes - 20 de criterii gpec - usability

  1. 1. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec Secretele unui Magazin Online de Succes o scurta prezentare a 20 de criterii... ...parte a setului de 120+ = jurizarea GPeC
  2. 2. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec 1. Social Media Seals 2. Culoarea de Actiune 3. Personalizarea Continutului I. INTREGUL WEBSITE
  3. 3. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec Ultimele tendinte in e-commerce arata ca simbolurile de social media au devenit adevarate marci de incredere pentru utilizatori, de aceea trebuie evidentiate pe intreg site-ul – recomandat atat in header, cat si in footer (ex.: Facebook, Twitter, Pinterest, Blog, Google+ etc) 1. Social Media Seals social media = trust
  4. 4. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec
  5. 5. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec
  6. 6. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec
  7. 7. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec
  8. 8. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec
  9. 9. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec Bunele practici in e-commerce recomanda utilizarea unei culori principale pentru butoanele de actiune (ex.: butonul de “adauga in cos”, butonul de search etc.), in contrast puternic cu restul de culori folosite in site TESTUL CU BLUR 2. Culoarea de Actiune directionarea privirii userului prin contrast
  10. 10. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec Scoala de Vara GPeC 2014
  11. 11. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec Scoala de Vara GPeC 2014
  12. 12. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec
  13. 13. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec
  14. 14. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec
  15. 15. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec
  16. 16. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec
  17. 17. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec
  18. 18. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec
  19. 19. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec Scoala de Vara GPeC 2014
  20. 20. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec Scoala de Vara GPeC 2014
  21. 21. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec
  22. 22. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec
  23. 23. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec recomandari de produse sau produse similare in functie de istoricul navigarii utilizatorului la ultima sa vizita … facute cu cap! 3. Personalizarea continutului
  24. 24. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec
  25. 25. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec
  26. 26. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec
  27. 27. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec 4. Intelligent Autocomplete 5. Semantic Search 6. Pagina de cautare “Nu am gasit niciun rezultat” II. FUNCTIA DE CAUTARE INTERNA
  28. 28. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec popularea cu rezultate in mod dinamic, direct in campul de cautare, pe masura tastarii expresiei de cautare - ajuta utilizatorul sa identifice mai usor produsul Ideea e sa si mearga… 4. Intelligent Autocomplete obisnuinta vine de la Google
  29. 29. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec
  30. 30. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec
  31. 31. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec Scoala de Vara GPeC 2014
  32. 32. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec Scoala de Vara GPeC 2014
  33. 33. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec ultimele tendinte in e-commerce arata ca utilizatorii folosesc tot mai des cautarile semantice/detaliate ex.: “pantofi roz din piele masura 37 cu toc inalt” Ideea e sa functioneze… 5. Semantic Search obisnuinta vine de la Google
  34. 34. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec Scoala de Vara GPeC 2014
  35. 35. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec
  36. 36. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec
  37. 37. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec
  38. 38. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec In cazul cautarilor care nu intorc rezultate, magazinele trebuie sa incurajeze dialogul cu utilizatorul, oferindu-i instrumente ajutatoare cu scopul de a-l tine pe site (ex.: informatii de contact, produse similare cu cel cautat de utilizator, recomandari despre cum sa caute mai bine, un link catre homepage, un sitemap etc.) Sa respectam timpul utilizatorului… 6. Cautarea interna fara rezultat trebuie sa fie utila vizitatorului
  39. 39. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec Scoala de Vara GPeC 2014
  40. 40. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec GPeC 2015
  41. 41. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec Scoala de Vara GPeC 2014
  42. 42. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec GPeC 2015
  43. 43. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec Scoala de Vara GPeC 2014
  44. 44. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec GPeC 2015
  45. 45. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec Scoala de Vara GPeC 2014
  46. 46. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec GPeC 2015
  47. 47. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec 7. Value Proposition 8. Banner-ul Central 9. Liste cu “cele mai populare” produse III. HOMEPAGE
  48. 48. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec USP & UVP, de ce este magazinul tau online “unic”, cu ce te diferentiezi fata de competitie? Peste 15 ani, 15 magazine foarte mari pe nisa ta, toate la fel de usor de folosit / atractive, toate cu aceleasi preturi … 7. Value Proposition de ce as cumpara de la tine?
  49. 49. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec
  50. 50. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec
  51. 51. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec
  52. 52. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec
  53. 53. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec Scoala de Vara GPeC 2014
  54. 54. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec Scoala de Vara GPeC 2014
  55. 55. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec ultimele tendinte in e-commerce arata ca utilizatorii nu sunt foarte motivati sa faca click pe sagetile stanga-dreapta de navigare in slider, ci prefera etichete descriptive/labels pentru fiecare cadru in parte, alegand singuri cadrele de interes pentru ei Slogan Campanie, Deadline, Grafica Atractiva, Call 2 Action, Specificitate = Vanzare … 8. Banner-ul Central cat de multe, animate si specifice sa fie?
  56. 56. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec
  57. 57. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec
  58. 58. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec
  59. 59. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec Scoala de Vara GPeC 2014
  60. 60. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec
  61. 61. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec
  62. 62. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec
  63. 63. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec conform bunelor practici in e-commerce, este necesara evidentierea catorva grupuri de produse pe homepage: hot sellers, best buy, new arrivals, recommended etc Nu am cum sa dau gres in alegerea mea, si altii au cumparat acest produs … 9. Cele mai “populare” produse ajuta-ma sa aleg
  64. 64. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec
  65. 65. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec
  66. 66. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec
  67. 67. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec
  68. 68. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec 10.“Despre Noi” – About Us IV. PAGINA “DESPRE NOI”
  69. 69. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec Vizitatorii paginii “Despre Noi” sunt de 5 ori mai inclinati sa faca o achizitie decat cei care nu acceseaza aceasta sectiune. Sunt dispusi sa plateasca in medie cu 22,5% mai mult/tranzactie. Pagina “Despre Noi” este deosebit de importanta mai ales in cazul magazinelor online care nu sunt foarte cunoscute inca publicului larg. mâna care nu spune o poveste … 10. Pagina “Despre Noi” cine esti? care este povestea ta?
  70. 70. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec
  71. 71. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec
  72. 72. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec
  73. 73. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec
  74. 74. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec
  75. 75. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec
  76. 76. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec
  77. 77. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec
  78. 78. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec 11. Quick View 12. Social Proof (filtre) 13. Imagini in detrimentul textului V. PAGINA DE CATEGORIE
  79. 79. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec posibilitatea de a afla cateva detalii suplimentare despre produs printr-un pop-up sau la mouse-over, fara a parasi pagina de categorie; in pop-up trebuie sa existe si butonul de “adauga in cos” – ex.: Asos.com Incurajarea celor care se grabesc, unde conteaza mult informatia vizuala (impulse buyers) … 11. Quick View cat de repede poti influenta cumpararea?
  80. 80. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec
  81. 81. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec
  82. 82. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec
  83. 83. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec
  84. 84. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec
  85. 85. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec
  86. 86. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec
  87. 87. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec folosirea filtrelor si a sortarilor de tip “social”, respectiv ordonarea produselor dintr-o categorie in functie de popularitatea lor in randul clientilor – ex.: produse cu multe review-uri; rating-ul oferit de alti clienti; produse cu multe like-uri/share-uri etc. Nu ma hotaresc ce sa cumpar … … ce au ales altii? Care sunt cele mai apreciate produse? 12. Social Proof si altii considera acest produs bun?
  88. 88. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec
  89. 89. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec
  90. 90. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec
  91. 91. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec bunele practici in e-commerce recomanda acordarea unui spatiu generos imaginii de produs in detrimentul textului, elementele esentiale din pagina de categorie fiind, pe rand: imaginea produsului, titlul si pretul acestuia, butonul de “adauga in cos” Ca sa pot alege corect, trebuie sa vad o imagine buna, sa am o pagina aerisita, clara, bine organizata … 13. Imagini in detrimentul textului o imagine ~ 1000 de cuvinte
  92. 92. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec
  93. 93. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec
  94. 94. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec
  95. 95. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec
  96. 96. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec
  97. 97. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec
  98. 98. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec Inainte si dupa A/B Testing - o crestere a vanzarilor cu 9,41%
  99. 99. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec 14. Imaginea de Produs (ROSIA ) 15. Butonul de “adauga in cos” 16. Persuasive Copy 17. Reviews & Ratings 18. Cross-sell si Up-sell VI. PAGINA DE PRODUS
  100. 100. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec imagini calitative, high-resolution; cat mai multe imagini ale aceluiasi produs, din diferite unghiuri; imagini de dimensiuni mari sau cu functie de zoom la click pe imagine; amplasarea imaginilor aproape de titlul produsului, in primul ecran; se puncteaza suplimentar imaginile 360 grade, sau video… Unde credeti ca se duce prima data privirea utilizatorului? 14. Imaginea de Produs 1000 de cuvinte?! dar daca e un video?
  101. 101. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec
  102. 102. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec
  103. 103. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec Evidentierea butonului de “adauga in cos” prin culoarea de actiune si prin amplasarea lui in primul ecran vizibil (a nu se amplasa alt buton langa el care sa fie de aceeasi marime si/sau culoare); Care este cel mai important buton pentru voi din toate butoanele de pe site? 15. Butonul de “adauga in cos” sa si masurati “addtocart”/”removefromcart”
  104. 104. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec Scoala de Vara GPeC 2014
  105. 105. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec Scoala de Vara GPeC 2014
  106. 106. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec Scoala de Vara GPeC 2014
  107. 107. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec Scoala de Vara GPeC 2014
  108. 108. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec descrierea comerciala a produsului prin intermediul careia sunt evidentiate beneficiile utilizarii acestuia, sentimentul si starea pe care o va avea utilizatorul cand se va afla in posesia produsului; crearea unei povesti in jurul produsului care sa genereze o legatura emotionala cu utilizatorul si sa declanseze nevoia de a cumpara acel produs Clientul spune WIIFM – What's in it for me? Tu ce raspunzi? 16. Persuasive Copy BAC – beneficii, avantaje, caracteristici?
  109. 109. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec Scoala de Vara GPeC 2014
  110. 110. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec Scoala de Vara GPeC 2014
  111. 111. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec Scoala de Vara GPeC 2014
  112. 112. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec publicarea opiniilor, comentariilor si a evaluarilor acordate de alti clienti chiar in pagina produsului; indiferent de natura feedback-ului (pozitiv sau negativ), opiniile altor clienti cantaresc greu in decizia de cumparare, iar publicarea feedback-ului negativ denota transparenta si creste increderea utilizatorilor in magazin 1 opinie negativa la 15 - 20 de pozitive creste gradul de incredere in recenzii/comentarii 17. Reviews & Ratings 1 – 2 comentarii? Conteaza numarul lor?
  113. 113. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec Scoala de Vara GPeC 2012
  114. 114. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec Scoala de Vara GPeC 2012
  115. 115. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec afisarea in pagina de produs a altor produse recomandate de magazin cum ar fi: produse conexe, ce au cumparat alti clienti etc. pentru incurajarea cosului multiplu Cross si Up-Sell – 2 mecanisme importante pentru cresterea comenzii medii… 18. Cross-sell si Up-sell marketingul de produs, foarte important!!!
  116. 116. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec
  117. 117. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec
  118. 118. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec Foarte multe magazine nu verifica suficient si cu atentie acest proces … … recomandam teste de usability in aceasta sectiune!!! 19. Optimizare Cos & Checkout cel mai important proces din magazin
  119. 119. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec 1. Design simplu, minimalist (se recomanda eliminarea oricaror elemente de navigare neesentiale care pot distrage atentia de la procesul de cumparare); 2. Checkout as Guest (posibilitatea efectuarii comenzii fara obligativitatea crearii unui cont); 3. Evidentierea clara a pasilor de parcurs pentru finalizarea comenzii, cat si a pasului in care se afla utilizatorul la un anumit moment (in cazul magazinelor care au procesul de comanda structurat in mai multi pasi); 4. Pre-popularea campurilor repetitive din formular (utilizatorul nu trebuie sa completeze de mai multe ori aceeasi informatie – ex.: de cele mai multe ori adresa de facturare este aceeasi cu adresa de livrare, de aceea este indicat ca adresa de livrare sa fie pre-completata automat, dar cu posibilitatea ca utilizatorul sa introduca o alta adresa pentru livrare fata de cea de facturare daca este necesar); 5. Flux de comanda cursiv, fara erori si fara intreruperea lui de actiuni suplimentare neimportante pentru realizarea tranzactiei; 6. Formular de comanda simplu, care sa contina cat mai putine campuri (doar cele neaparat necesare pentru finalizarea tranzactiei); 7. Marcarea campurilor obligatorii versus cele optionale; 8. Inline Validation (evidentierea erorilor utilizatorilor in dreptul fiecarui camp din formularul de comanda – ex.: necompletarea unui camp obligatoriu – si pastrarea informatiilor deja completate); 9. Afisarea in procesul de comanda a logo-urilor de la terti care confera siguranta tranzactiei si incredere in magazin (ex.: “participant/castigator la GPeC”, sigla TRUSTED, Visa, MasterCard, Verisign, GeoTrust etc.); 10. Afisarea in procesul de comanda a informatiilor de contact si customer support (ex.: telefoane, e-mail, live chat etc.); 11. Afisarea informatiilor esentiale despre produsul achizitionat, a pretului final cu toate taxele incluse si orice alte detalii despre livrare (termen de livrare, serviciul de curierat folosit etc.);
  120. 120. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec
  121. 121. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec IX. THANK YOU PAGE / PAGINA DE CONFIRMARE A COMENZII
  122. 122. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec
  123. 123. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec 20. Bune Practici pe Pagina de TY Scoala de Vara GPeC 2013 1. Pentru inceput pune un mare MULTUMESC pe respectiva pagina 2. Pune un link catre istoricul comenzilor, catre urmarirea AWB-ului 3. Publica datele de contact pentru a reduce temerile proaspatului client, programul de lucru etc + marci de incredere 4. Fii creativ cu LOGO/BRAND-ul tau 5. Cere feedback, invita clientii sa se aboneze la Newsletter, invita-i sa le placa pagina de FB, sa se alature unui grup pe FB, sa dea share la comanda 6. Creaza acum un cont pentru client, explica beneficiile, vor vrea sa isi faca cont in acest moment, insa nu pentru ca e obligatoriu 7. Pagina de TY este un prim punct de contact unde sa-I spui clientului tips&tricks despre folosirea produsului cumparat, sa-i arati ce sa faca in caz de probleme, sa pui link-uri la forumuri sau un hepdesk 8. Pune linkuri catre cel mai bun content al tau, care iti vor crea o imagine de profesionist in mintea clientului (ghid video) 9. Poti afisa iarasi testimoniale, aratand cat de bine s-au simtit si alti clienti care au cumparat acelasi produs/serviciu (text, video)
  124. 124. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec Nu ati avut timp sa puneti intrebari? Ati avut mai multe intrebari pe lista? Intra acum pe ECOMpedia.ro si pune intrebarea la care vrei raspuns usability, marketing, analytics, e-commerce
  125. 125. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec Multumim! Daca vreti prezentarea asteptam un email.
  126. 126. http://ECOMpedia.ro http://www.linkedin.com/in/LiviuTaloi http://facebook.com/ltaloi/ http://gpec.ro/ https://www.facebook.com/andrei.radu https://ro.linkedin.com/in/andreiradugpec Despre Liviu & Andrei & GPeC Despre Liviu Taloi Liviu Taloi este Co-Founder ECOMpedia.ro si Community Manager GPeC. Are o experienta de peste 15 ani in marketing online si de 10 ani in comertul online romanesc, fiind, printre altele, PR Manager la eMAG. In 2005, Taloi a fondat compania de consultanta Web Audit specializata in e-commerce si evaluari de site-uri. In ultimii ani, Liviu Taloi a oferit consultanta de specialitate la mai mult de 100 de magazine online romanesti in e-commece, usability, analytics, conversion rate optimization si online marketing – liviu.taloi@ecompedia.ro Despre Andrei Radu Andrei Radu este de 10 ani CEO & Founder GPeC – cel mai important eveniment de comert electronic din Romania si cea mai mare comunitate de magazine online romanesti. Andrei a scris peste 150 de articole despre e-commerce, fondand prima revista de e-commerce din Romania (Link), a participat la auditarea a peste 1000 de magazine online romanesti, a coordonat 2 studii nationale pentru piata de e-commerce in 2008 si 2010 si a adus in Romania primele teste de neuromarketing si eye-tracking pentru comertul online – andrei.radu@gpec.ro Despre GPeC In 2015 sarbatorim primii 10 ani de GPeC, iar astazi – datorita voua – GPeC a devenit polul Comertului Electronic Romanesc, un singur loc in care gasesti tot ce te intereseaza despre e-commerce. Iata ce inseamna GPeC, la 10 ani de existenta: Singurul eveniment de online din Romania care se desfasoara timp de 8 luni in fiecare an; 2 editii GPeC Summit in fiecare an: Conferinta, Workshopuri, E-Commerce Expo, Investment, Networking si Party; Cea mai mare Competitie a Magazinelor Online desfasurata pe parcursul a 8 luni/an: peste 120 de criterii de jurizare, 2 etape de evaluare la momente diferite de timp, peste 20 de specialisti in Juriul GPeC, intalniri intre magazinele online si juriul competitiei pentru explicarea rapoartelor de evaluare – pe scurt, consultanta avizata pentru optimizarea conversiilor si cresterea vanzarilor; Furnizorul principalelor cifre, statistici si tendinte de evolutie ale pietei romanesti de comert electronic in fiecare an; 750+ magazine online inscrise si auditate in cadrul Competitiei GPeC, de-a lungul celor 10 ani; 300+ speakeri de top la evenimentele GPeC; 5.000+ participanti la evenimentele GPeC; 90% feedback pozitiv din partea participantilor - http://www.gpec.ro/despre-gpec/

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