This document provides an overview of optimizing e-commerce websites. It discusses analyzing key pages like the homepage, search results, and product pages. Common elements and structures are recommended, like clear navigation. User expectations and scenarios are important to understand for design. Specific dos and don'ts are outlined for top pages. The document also discusses innovations in search and navigation features. Case studies show how small changes can significantly impact conversion rates and sales. In summary, the document emphasizes understanding users and testing designs to optimize an e-commerce site for higher conversions and sales.
Recent developments on the Web are marked by the growing support for the Linked Data initiative, which encourages government and public organisations, as well as private institutions, to expose their data on the Web. This results in a plentitude of multi-lingual document collections where the original resources are published in the language, in which they are available. The challenges of multilingualism present on the Semantic Web are also reflected in the context of services on the Web, characterised by the rapid increase in popularity and use of Web APIs, as indicated by the growing number of available APIs and the applications built on top of them. Web APIs are commonly described in plain-text as part of Web pages, following no particular guidelines and conforming to no standards, despite some initial approaches in the area. Therefore, API providers publish descriptions in any language they see fit, making the service discovery and the subsequent processing of the documentation challenging tasks. We present a cross-lingual approach that calculates semantic similarity of text to help classify and annotateWeb APIs, based on their textual descriptions. Furthermore, we show how our solution can be implemented as part of SWEET, which is a tool that enables the semi-automated creation of semantic Web API descriptions. In addition, we demonstrate how the cross-lingual approach can be adopted to support the language-independent discovery of Web APIs.
AUTOSAR Migration would enable the Automotive Supplier to leverage following benefits of well-defined layered software architecture of AUTOSAR 4.0. Design and development of AUTOSAR MCAL components for migration to the new hardware platform
Recent developments on the Web are marked by the growing support for the Linked Data initiative, which encourages government and public organisations, as well as private institutions, to expose their data on the Web. This results in a plentitude of multi-lingual document collections where the original resources are published in the language, in which they are available. The challenges of multilingualism present on the Semantic Web are also reflected in the context of services on the Web, characterised by the rapid increase in popularity and use of Web APIs, as indicated by the growing number of available APIs and the applications built on top of them. Web APIs are commonly described in plain-text as part of Web pages, following no particular guidelines and conforming to no standards, despite some initial approaches in the area. Therefore, API providers publish descriptions in any language they see fit, making the service discovery and the subsequent processing of the documentation challenging tasks. We present a cross-lingual approach that calculates semantic similarity of text to help classify and annotateWeb APIs, based on their textual descriptions. Furthermore, we show how our solution can be implemented as part of SWEET, which is a tool that enables the semi-automated creation of semantic Web API descriptions. In addition, we demonstrate how the cross-lingual approach can be adopted to support the language-independent discovery of Web APIs.
AUTOSAR Migration would enable the Automotive Supplier to leverage following benefits of well-defined layered software architecture of AUTOSAR 4.0. Design and development of AUTOSAR MCAL components for migration to the new hardware platform
Доклад Александра Верхозина на конференции "Региональный интернет-маркетинг" в апреле 2015 года.
Рассказываем о том, какие метрики обязан смотреть руководитель!
Many people complain about BDD. By taking a closer look in those complaints we realize that they start to reject BDD not because of its ideas, but because they try to solve all of their problems by installing a tool - and not really applying all of the concepts behind it. So, let's put everyone on the same page when the subject is BDD.
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Attack Toolkit Webinar on Tobacco Industry MarketingAlex T.
This interactive webinar was designed for tobacco control advocates and enthusiasts working with youth and young adults. Slideshow represents the content covered in the webinar. Meghan Bridgid Moran, PhD, presented research on the Tobacco Industry marketing strategies.
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As people with a strong User Experience focus we don’t need to be convinced of the value of good usability, but for many companies who are thinking of revamping their site, intranet or portal it isn’t quite so clear cut.
Presented by Chris Bush, www.wearesigma.com and
Paul Rouke, www.prwd.co.uk
We found three companies advertising for the "it consulting services" keyword on Google AdWords. We’ve analyzed their landing pages (the pages you see when you click the ad) from the perspective of a first-time visitor who is ready to buy. Here are our tips on how IT consulting companies can make their landing pages more customer-centric, in order to get more inquiries.
HOLY GRAIL OF E-COMMERCE CONVERSION OPTIMIZATION – 91 POINT CHECKLIST AND INF...cueblocks
Source : http://www.cueblocks.com/resource/holygrail-of-ecommerce-conversion-rate-optimization-91-point-checklist.php
An Easy-to-implement 91-point checklist for E-commerce Conversion Rate Optimization - Many are calling it the hottest resource for E-commerce conversion optimization on the Internet.
A Giant ready-to-print Infographic for your workplace -
Put it on your wall and you will never miss a thing related to a store's conversion rate.
You will learn:
> How to know your customers and take guessing work out of conversion rate optimization
> Things that you can show on your home page to improve your store's conversion rate
> How to build navigation that your visitors will keep thanking you for
> How to improve your product search to convert more visitors into customers
> Things that your customers want to see on your product pages
> About Checkout usability issues on your store that might be turning your customers off
> How to break-down user experience into actionable touch points
> Information useful to your visitors and make your store stand out from its competitors
> Things you must do today to increase your page load speed
> Tips from UPS on how to handle shipping to make people order with more ease
> How to use customer re-targeting to convert visitors who leave your store without taking an action
And that's just the tip of the iceberg. This eBook will not only give you the much needed 'big' push but also a road map towards making more profits from the same amount of traffic.
SMX West 2010 - Conversion Optimization TipsKayden Kelly
How-To Tips on how to approach improving the conversion of your website with tips on how to identify issues that interfere with conversion, how to find out what people are doing on your site, how to find out why people are doing what they are doing on your site, top 10 usability principles, setting SMART goals, and a brief case study and top 50 tips on testing your website.
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Is Market Research Dead in a 2.0 world?
Presentation given at the Ubiquity Marketing unSummit in Austin, TX. September 3, 2009.
Covers the current state of research in a customer driven web2.0 world. Contains tips and resources for entrepreneurs to leverage free and inexpensive market research techniques.
Provides simple advice for small businesses that are interested in establishing their own website. Talks through a logical website development methodology to ensure that the end product serves its purpose.
Доклад Александра Верхозина на конференции "Региональный интернет-маркетинг" в апреле 2015 года.
Рассказываем о том, какие метрики обязан смотреть руководитель!
Many people complain about BDD. By taking a closer look in those complaints we realize that they start to reject BDD not because of its ideas, but because they try to solve all of their problems by installing a tool - and not really applying all of the concepts behind it. So, let's put everyone on the same page when the subject is BDD.
ATTACK Toolkit Webinar on Big Tobacco's Emerging MarketingAlex T.
This slideshow is from the ATTACK Toolkit Webinar on Big Tobacco's Emerging Marketing on 1-12-12. It is designed for tobacco control advocates and enthusiasts working with youth and young adults. Julia Purpera, the person behind www.TobaccoCommons.com, shared about her efforts to keep track of emerging marketing trends.
Attack Toolkit Webinar on Tobacco Industry MarketingAlex T.
This interactive webinar was designed for tobacco control advocates and enthusiasts working with youth and young adults. Slideshow represents the content covered in the webinar. Meghan Bridgid Moran, PhD, presented research on the Tobacco Industry marketing strategies.
Flash Bootloader Solutions For ECU Re-Programming: Embitel is expertise in providing solutions and services for Flash bootloader development and ECU re-programming in automotive industry.
Usability: whats the use? Presented by We are Sigma and PRWDNexer Digital
For websites, good usability is a matter of survival. If a website is difficult to use, people leave. If the homepage fails to clearly state what a company offers and what users can do on the site, people leave. If users get lost on a website, they leave. For intranets and applications the question is one of productivity. In many organisations employees waste inordinate amounts of time searching for and assimilating the information they need to do their jobs. This lost time has a real, tangible value so ROI for designing internal systems with User Experience in mind, and spending some time testing and improving the usability of the system, is pretty compelling.
As people with a strong User Experience focus we don’t need to be convinced of the value of good usability, but for many companies who are thinking of revamping their site, intranet or portal it isn’t quite so clear cut.
Presented by Chris Bush, www.wearesigma.com and
Paul Rouke, www.prwd.co.uk
We found three companies advertising for the "it consulting services" keyword on Google AdWords. We’ve analyzed their landing pages (the pages you see when you click the ad) from the perspective of a first-time visitor who is ready to buy. Here are our tips on how IT consulting companies can make their landing pages more customer-centric, in order to get more inquiries.
HOLY GRAIL OF E-COMMERCE CONVERSION OPTIMIZATION – 91 POINT CHECKLIST AND INF...cueblocks
Source : http://www.cueblocks.com/resource/holygrail-of-ecommerce-conversion-rate-optimization-91-point-checklist.php
An Easy-to-implement 91-point checklist for E-commerce Conversion Rate Optimization - Many are calling it the hottest resource for E-commerce conversion optimization on the Internet.
A Giant ready-to-print Infographic for your workplace -
Put it on your wall and you will never miss a thing related to a store's conversion rate.
You will learn:
> How to know your customers and take guessing work out of conversion rate optimization
> Things that you can show on your home page to improve your store's conversion rate
> How to build navigation that your visitors will keep thanking you for
> How to improve your product search to convert more visitors into customers
> Things that your customers want to see on your product pages
> About Checkout usability issues on your store that might be turning your customers off
> How to break-down user experience into actionable touch points
> Information useful to your visitors and make your store stand out from its competitors
> Things you must do today to increase your page load speed
> Tips from UPS on how to handle shipping to make people order with more ease
> How to use customer re-targeting to convert visitors who leave your store without taking an action
And that's just the tip of the iceberg. This eBook will not only give you the much needed 'big' push but also a road map towards making more profits from the same amount of traffic.
SMX West 2010 - Conversion Optimization TipsKayden Kelly
How-To Tips on how to approach improving the conversion of your website with tips on how to identify issues that interfere with conversion, how to find out what people are doing on your site, how to find out why people are doing what they are doing on your site, top 10 usability principles, setting SMART goals, and a brief case study and top 50 tips on testing your website.
Sentient Services (Ubiquity Marketing Un Summit 2009) V1Paul Janowitz
Is Market Research Dead in a 2.0 world?
Presentation given at the Ubiquity Marketing unSummit in Austin, TX. September 3, 2009.
Covers the current state of research in a customer driven web2.0 world. Contains tips and resources for entrepreneurs to leverage free and inexpensive market research techniques.
Provides simple advice for small businesses that are interested in establishing their own website. Talks through a logical website development methodology to ensure that the end product serves its purpose.
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Online conversion optimization: theory and practice. From mass optimization to segmentation and 1-on-1 dialogues.
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Product Management - Successful products, Strategy, Finding a job, B2B vs B2C...Rahul Deshpande
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Main Takeaways:
- Learn why B2B and B2C Product Managers are very different.
- How the customer impacts the Product Manager style.
- What that means for your approach to B2B Product Management.
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Magento is an open
source eCommerce platform that provides basic and essential features for
free. Magento comes with robust features, flexibility, and endless opportunities for customization of
templates based on your eCommerce solution architecture. It is easy to build and manage online
stores. Magento can be hosted on cloud or on premises.
Magento Commerce powers a significant share of the digital commerce websites on a global scale. Magento ecommerce stores are characterized by rich features, engaging interfaces and hassle-free third-party integrations that deliver revolutionary shopping experiences to users.
https://www.embitel.com/ecommerce-services/magento-development-services/
In an IoT foundation, the IoT gateway is an important part. In the event that there is countless IoT devices sending information to the cloud, it is liked to incorporate IoT gateway devices to smooth out this network.
IoT gateways are pivotal parts of an IoT arrangement, as they empower availability between the IoT sensor network and the cloud. Since they are situated between the outer web and the nearby intranet, they structure a vital intersection of network.
This bunch of IoT gateway devices gets information from the IoT sensor hubs. If a particular entryway gadget goes down, it moves applications and gadget associations with the adjoining door which upholds the network and information move from that point.
https://www.embitel.com/iot-gateway-device-development-services
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accessibility, workflow replication, and empowerment of certain workloads across different clouds with Omni cloud.
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https://www.embitel.com/cloud-platform-development-support-services
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https://www.embitel.com/product-engineering-2/iso-26262-functional-safety
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https://www.embitel.com/library-of-vehicle-diagnostics-and-communication-software-stacks
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https://www.embitel.com/board-support-package-bsp-development-services
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2. Speaker
Founder
dmc digital media center GmbH,
Germany
www.dmc.de
Chairman
Embitel, India
www.embitel.com
Daniel Rebhorn
dr@dmc.de
• Studied Computer Science at University of Stuttgart
• Entrepreneur since 1992
• Working in retail e-Commerce for last 14yrs
• Responsible for development of e-retail sites like Neckermann, Kodak
3. Agenda
01 Footprinting the e-Shop
General e-Shop structure, Top5 pages, Relevancies, ….
02 Inside the user
User expectations, Using scenarions, User centric design, ….
03 Do or not to do
General design rules, Top5 page specific rules, …
04 User wants to “find”, instead of “search”
What user expecting from onsite search
05 Competition for the „tab“
New approaches for eShop navigation. Many roads lead to Rome.
06 Changes matters
Samples of redesign impact, Simple changes, Simple calculation, …
4. 01 Footprinting the e-Shop
General e-Shop structure, Top5 pages,
Relevancies, ….
5. Simple structure of e-Shop
Product overview pages
Search result page Product Shopping
detail
pages basket
Product inspirations
Product advisor pages
Homepage
Profile Mgmt (Register,
Login, etc.)
Terms&Conditions,
Services, Disclaimer, etc.
About Company, etc.
6. Top 5 pages & relevancy
35% Product overview pages
45% Search result page Product Shopping
detail
pages basket
15% Product inspirations
Product advisor pages
Homepage
Profile Mgmt (Register,
Login, etc.)
Source: Internal
Terms&Conditions, statistics of
Services, Disclaimer, etc. client websites
of dmc
About Company, etc.
7. Drop-out ratios
Product overview pages
100%
10-30% Search result page Product Shopping
Homepage detail
1-12% pages basket
Product inspirations
0,5-6%
Product advisor pages 0,25-3%
70-90%
40-90%
50%
50%
Exit / Drop out! Exit / Drop out! Exit / Drop out! Exit / Drop out!
8. Relevancy survey
How do you find your desired products within an online store?
(Source: Survey “In Focus 01”, September 2007, dmc digital media center GmbH)
Consider the following: You want to gather information about various products
in an online shop. How do you find your desired products within the Online
shop?
0 10 20 30 40 50 60 70 80
49,1
Product search 49,9
1
30,9
Shop navigation 60,7
8,4
10,1
Inspiration & themes 68,9
21
3,5
Product advisor 37
59,5
Always Sometime Never
9. 02 Inside the user
User expectations, Using scenarions,
User centric design, ….
10. User expectation matrix
• You have to know what your customers wants!
• Great Methodology,
based on user behavior monitoring and surveys
• Describing „common sense“ of placement
• Reduce failures in creating e-Shop footprint
12. User expectation matrix
Where do users expect navigation?
Beginner Advanced user Expert user
(no expectation: 9,6%) (no expectation: 15,4%) (no expectation: 8,7%)
(Also availbale for „Search box“, „Shopping cart“, etc.)
13. Gues what people think about such a long footer on a
shopping website?
14. Testing scenarios
Example test scenario: Central footer with service information
Question: In an online store they offer you accompanying information, service
and advice on bottom of the page. How do you think?
-10,0 -5,0 0,0 5,0 10,0 15,0 20,0 25,0 30,0 35,0 40,0 45,0
Basic / Mandatory 7,3
Enthusiasm 33,7
Performance feature 38,7
Indifferent 16,3
Reverse -4,0
n=300, [ % ]
15. Why you should know user expectation?
• Users of websites often behave differently than expected.
• What the designer (and often the company) like, is not relevant
to shopping portals.
• The consumer buys within the shop. Nobody else!
• Encourage the team to go new ways.
• But: Ideas and concepts should be reviewed to ensure that they
are accepted by the users.
User centric design
16. User centric design
Focus on the users expectations
• The following methodology is different from the pure
doctrine (ISO 13407)
• Adaption to specific requirements of e-commerce projects
• Take user feedback in the design phase
• Space for ideas and experiments
• Find out problems early
• Lower risk for the result
18. 03 Do or not to do
General design rules, Top5 page specific rules, …
19. Do„s and Dont„s for Top5 pages
• Do use „common“ approach for placements of navigation and other
interactive components (buttons, tabs, search fields).
Don„t again invent the wheel!
• Do place a limited number of attractions on these pages.
Don„t overload with too many eye-catchers
(Consumer„s only have 2 eyes ;-)
• Do give clear guidance to the user.
Don„t expect him to find his own way through the website.
• Do offer your products and services.
Don„t expect the user to be interested in your brand communication.
24. General design rules
• To be implemented for all relevant pages
– Headings and Breadcrumbs to guide user
– Readable, simple text and adequate image sizes
– Offer „Go Back to Start“ everywhere
– Relevant information on page shall be seen in visible
(non-scroll) area
– Start think „SEO“ from the beginning
• Title & Meta Tags
• Headlines, Text and Alt-Text
• Include Sitemap
• Eliminate variables in URL
25. Specific Top5 pages rules
• For Homepage …
– Reduce load time, especially for homepage
– Include real product offerings
• For Product overview pages …
– Reduce/limit scrolling needs
– Offer subnavigation or filtering feature
• For product inspiration pages …
– Use of all media (video, sound, animation,…) is allowed
– But give clear guidance towards product offerings
26. Specific Top5 pages rules
• For product detail pages …
– Use modern approaches to reduce information displayed at one
time, but give simple way of access additional product
information
– Again: clear guidance, how to order the product !
• For Search Result … see later
04 | “Find”, instead of “Search”
27. 04 User wants to “find”, instead of “search”
What user expecting from onsite search.
28. On average, more than 45% of online purchases are initiated by product search.
(Source: Internal statistics customer systems dmc)
• The search plays the central & most important role
• The search is more than a box and a list of results
• The 3 types of buyers *) use to search with different
objectives
*) Type 1: Advisory initiated buyers
Type 2: Impuls initiated buyers
Type 3: Search initiated buyers
? What do you except from onsite search?
29. Which of the following situations you already faced by
searching for a product in an e-Shop?
0 10 20 30 40 50 60 70 80
36
Too many results 49,8
14,2
22,5
No results 72,6
4,9
Confusing display of 21,8
60
result 18,2
Search target not in 18,9
73,8
result 7,3
Confusing sorting of 15,6
59,4
result 25
10,3
Search area unclear 55,5
17,3
4,8
Usage of search unclear 39,4
55,8
Always Sometime Never
30. How important are these feature while searching
for a product in an e-Shop?
0 20 40 60 80 100
Self-explaining design of result
85
list
After-serach filtering of result 84,1
Possibility to enter 2+ search
82,1
words combinations
Fuzzy search (automatic
60,3
correction)
Customizable display of result
49,8
list
n = 1.000, [%]
34. New advanced solutions for search
• Visual search / pattern based search
• Mashups supported search
• Visual maps
• Customizable search portals
www.like.com http://krazydad.com/colrpickr/ www.browsegoods.com www.oskope.com
35. Fazit
• Users have clear expectations of search feature.
• The requirements for usability and convenience rise.
• A search that does not "work" properly costs money.
• Search need to be taken special care of, even while design phase.
• There are many interesting innovations with new approaches and
the possibly for great solutions for search.
05 | Competition for the "tab”
36. 05 Competition for the "tab"
New approaches for eShop navigation.
Many roads lead to Rome.
37. Key messages
• Web 2.0, broadband internet and news front-end
technologies available to create space for new navigation
concepts.
• The expectations and demands of visitors have increased:
High usability, convenience and performance
• The top-traffic sites define new "standards":
amazon, ebay, google, youtube, …
• "Others" giving innovations:
polyvore, etsy, style shop, browse Goods
Navigation at amazon.com !
A great example of user centric
design approach.
38. A little story about the missing „Tab“ at amazon.com
(Source: The History of Amazon’s Tab Navigation, www.lukew.com)
1998
Two main catagories:
BOOKS and MUSIC
Another two categories
were added and could
easily integrated into
the „tab“ navigation.
Also categories got their
own color coding,
39. More „Tabs“ for more categories
(Source: The History of Amazon’s Tab Navigation, www.lukew.com)
1999 to 2000
New categories were added
and problems in the „tab“-
concept became obvios.
Logo has been placed in the
content section
A second line has to be
added. The whole system
went out of control.
40. Reduction by clustering
(Source: The History of Amazon’s Tab Navigation, www.lukew.com)
2000 to 2002
New options were tested
online!
Clustering of several
categories within main
„Tabs“
Selected categories were
promoted
By introducting a
personalized website, the 1-
line-“tab“ navigation was
reintroduced.
41. Simplicity is colliding with Relevance
(Source: The History of Amazon’s Tab Navigation, www.lukew.com)
2003 to 2004
The concept again gets in
trouble, as new categories
and offers have to be
highlighted.
„Tabs“ were reduced, based
on personlization feature.
Images and/or colors were
used to highlight specific
catagories.
As a result, no logical
structure within navigation
was existing.
42. Dynamic „Tab“ approach
(Source: The History of Amazon’s Tab Navigation, www.lukew.com)
2004 to 2005
Testing several approaches
to return to simple „2 tab“
navigation.
Additional „tab“ were
displayed, when main „tab“
has been selected.
Different options to also
include a 3rd level „tab“
were tested.
43. Present (temporary?) solution: Left navigation
(Source: The History of Amazon’s Tab Navigation, www.lukew.com)
2007 to 2008
By introducing a left-aligned
navigation, the „tab“
concept has been
eliminated.
Easy extension of new
catagories.
Created additional space
for on-site search function.
44. Innovations in navigation
• Geo coded navigations
• Customizable frontends
• Using Google Mashups to support navigation
• 3-D navigation approaches
www.etsy.com www.pageflakes.com www.quebecwines.com www.whitevoid.com
45. • Navigation is the search for a result, not the result of a
search!
• Complex navigations lead to termination of the visit.
• There is a common sense, a trained set of usage standards.
• Navigation concepts that are not the "common sense“, have
to be absolutely intuitive to use.
06 | Changes matters
47. Significance of e-Shop optimization
# visitors conversion rate #orders
(reduce drop-outs)
Current site 500.000 1,20% 6.000
Case 1: +100.000
visitors through 600.000 1,20% 7.200
online marketing
Case 2: Increase
conversion rate 500.000 1,80% 9.000
through optimization
Imagine the budget difference between Case 1 and Case 2!
Every month!