The document discusses problems with an e-commerce website's design including incorrect use of space, lack of clear product information, and a confusing navigation structure. It also notes high user abandonment rates and low online sales. To address these issues, the website underwent a complete redesign with more product information, a simplified quick ordering system, and improved navigation. The redesign successfully reduced user abandonment and increased returning customer online sales.

1. Jascha Schoeber
Fabian Zenke

2.  Problems
 Sales conversion rates
 Improvements
 Customer experience & Web Design
 Future trends

3.  Incorrect use of space
 Significantly big images
 Many brochure-style photos
but little product information
no idea of actual product

4.  Navigation is confusing
 Online checkout process
 many clicks

5. 17 Confusing Design
43
No shopping basket
30
Inadequate Product
10 information
Check-out procedure

6. User abandonment
11 49%
17
49 Browsing only 23%
23 Online sales returning
customers 17%
Online sales one-off
customers 11%

7.  Complete new design
 More product information
 Quick ordering system
 Reducing clicks
 Navigation throughout the site

8.  Too complicated
 No demand for registration
 One-click purchase
 Summarize history and current shopping
basket

9.  Keep it simple
  Cut unneccesary elements out
  Implement galery function
 Effective use of colours
 Simplify navigation

10. User abandonment 15%
Browsing only 35%
Online sales-returning
customers 35%
Online sales one-off
customers 15%

11. 50
45
40
35
30
25
20
15
10
5
0 After
Before
Before
After

12.  Improve overall layout
 Improve Navigation
 Implement quick ordering system