Usability - o scurta analiza pe magazine online cu target feminin

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O scurta analiza pe usability asupra magazinelor online cu target feminin (fashion, produse copii, cadouri etc).
Prezentare sustinuta (a 2-a oara, prima data in cadrul Conferintelor Nationale de E-Commerce 27-28 mai 2013, Bucuresti, Cristal Palace Ballroom) in cadrul

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Usability - o scurta analiza pe magazine online cu target feminin

  1. 1. O scurta analiza pe usability asupramagazinelor online cu target feminin(fashion, produse copii, cadouri etc)Usability, Merchandising, MarketingLumea SEO PPC #73, 30 mai 2013, Tonka Soul Café, Bucuresti
  2. 2. Prea putin timp alocat intrebarilor?Ai avut pe lista mai multe intrebari?Intra online pe ECOMpedia.rosi pune intrebarea la care vrei raspunsusability, marketing, seo/ppc, platforme ecommerceECOMpedia.ro – un partener “curios” al GPeC
  3. 3. avon.ro1. Vedeta intareste mesajul comercial2. Banner comercial cu call-2-action corectPuterea exemplului1Banner comercial ok2
  4. 4. 1. Navigare categorie>subcategorie greoaie, decoratiuni?2. Titlul categoriei nu este tocmai corectavon.roNavigare defectuoasa1Titlul categoriei2
  5. 5. 1. Fetele si-ar dori sa poata vedea modelul floral2. Nu ma pot intoarce la “decoratiuni”3. Search-ul intr-o pozitie neconforma cu bunele practici4. Potrivirea produselor cu titlul caseteiavon.roLipsa zoom detalii1Lipsa breadcrumbs2Pozitionare search3Cross & Up-Sell4
  6. 6. watchshop.ro1. Bara cu diferentiatori, USP/UVP bar2. Banner comercial cu call-2-action corectUSP/UVP Bar1Banner comercial ok2
  7. 7. 1. Folosirea cu zgarcenie a culorii de actiunewatchshop.roCuloarea de actiune1
  8. 8. 1. Un singur buton de actiune pe pagina, contrast puternicUn singur CTA pe pagina1urbanones.com
  9. 9. urbanones.com
  10. 10. urbanones.comFashion cu stil = DA, Mesaje comerciale clare = NU prea
  11. 11. Fashion cu stil = DA, Mesaje comerciale clare = DAvictoriassecret.com
  12. 12. Abonare OK la newsletter1Abonare OK la newsletter2
  13. 13. matar.roFiltre pe pagina OK, Sortari de produse NOT OK
  14. 14. Filtre pe pagina OK, Sortari de produse OKBara mobila permanenta (float) cu cosul de cumparaturizorilestore.roShopping Cart Floating Bar1
  15. 15. Filtre pe pagina OK, Sortari de produse OKottershop.roSortari ale produselor11
  16. 16. Filtre pe pagina OK, Sortari de produse OKBara mobila permanenta (float) cu cosul de cumparaturiShopping Cart Floating Bar1ottershop.ro
  17. 17. Bara de USP/UVP1Informare cookies2POP-UP Abonare3fungift.ro
  18. 18. Contrast scazut1fungift.ro
  19. 19. dpap.roToate cele 3 butoan au aceeasiculoare si marime1
  20. 20. fungift.roCupon de reducere1Calculator livrare3Guest checkout4Cos prescurtat2
  21. 21. crystalglamour.roButon suplimentar1 Buton suplimentar2Nu exista cos prescurtat1
  22. 22. Nu vad elementele de calmare a clientului: testimoniale, sigleTRUST, social proofatria.roCos prescurtat1Cupon de reducere2Buton suplimentar3Buton suplimentar4
  23. 23. Pagina de cautare fara rezultate nu este de niciun folosutilizatorului…floria.ro
  24. 24. Pagina de cautare fara rezultate nu este de niciun folosutilizatorului…elfbebe.ro
  25. 25. Contrast scazut1
  26. 26. elfbebe.roSi daca copilul meu nu e energic? E mai putin sportiv??Unde e oferta? Cu ce difera oferta asta de cea a concurentei?Nu am un adevarat call-2-action aici.
  27. 27. Contrast scazut1ilux.ro
  28. 28. Prea putin timp alocat intrebarilor?Ai avut pe lista mai multe intrebari?Intra online pe ECOMpedia.rosi pune intrebarea la care vrei raspunsusability, marketing, seo/ppc, platforme ecommerceECOMpedia.ro – un partener “curios” al GPeC
  29. 29. About Liviu TALOI• Liviu Taloi was part of the team who worked for the most powerful Romanian online store – eMag.roduring the first years of existence, where he was a PR Manager for 3 years.• Since 2005-2006, Taloi founded the company WebAudit specialized in providing consultancy inelectronic-commerce for Romanian online shops. As a consultant, Taloi was practically a ProjectManager for each client, his main activities regarding: analyzing and solving usability andfunctionality problems, growing and optimizing conversion rate, testing consumers behavior withwebsite optimizer tools, administrating all the departments of an online shop and creating onlineadvertising/marketing campaigns, measuring the return of investment and other KPI’s.• Together with Andrei Radu, Liviu Taloi developed the methodology and organized the usability testsfor Romanian eCommerce Awards Festival (GPeC) since 2007 until now (first ones held in Romania).Based on international standards, the purpose of usability tests was to identify main problems facedby regular users when they are trying to buy something online.• In the last years, Liviu Taloi offered consultancy to more than 50 Romanian online shops. Most ofthem are now leaders on their market niche.• Except consultancy and running usability tests, Taloi is also a speaker at conferences and e-commerce workshops, being very appreciated by audience. He also writes articles and marketanalysis for different online and printed publications. In 2008, Liviu Taloi was lecturer at the firstRomanian E-Commerce workshop called “iSell” and also he was lecturer at the first Onlineworkshops called “WebSell” – a series of 7 webinars regarding major problems of an online shop.• Taloi was part of the team who developed the E-Commerce Study requested by ANCOM(government agency) in October 2008 and the Romanian E-Commerce Study in 2006 at the requestof MCTI (ministry of IT&C). He repeated the study with private funding in 2010.

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