The document discusses recommendations for improving an online customer experience based on analysis of navigation, usability, content, and copy writing. It finds the current navigation is too confusing, usability is unclear, images are too big with too many photos, and copy writing is unconvincing and long. It recommends a clearer structure and navigation, smaller images with more product info, and short punchy copy. Analysis of sales data found low conversion rates, few returning customers, and high abandonment rates. It recommends allowing guest checkout without registration and promotion activities to improve sales. Tasks are delegated to analysts, designers, and management to implement changes.

1. John v.d. Eerden, Julian Paulsen, Martine van der Veen, Ena Wiersma
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2. 1) Analysis of the online customer experience
2) Recommendations
3) Analysis of sales data
4) Recommendations
5) Delegation of tasks
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3.  Navigation: too confusing, takes a lot of time
 Usability: unclear, difficult to change an order
 Content: images too big, too many photos
 Copy writing: inconvincing, too long
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4.  Navigation: clear structure and overview
 Content: smaller and less pictures, instead
more product information
 Copy writing: short & punchy
 Promotion: register for sale alert and you get
a 10% discount on your first purchased item
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5.  Bad conversion rates
 Few users returning to purchase
 High shopping-cart abandonment (49%)
 Obligation to register before purchase
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6.  No more obligatory registration
 Small pictures and more text
 Promotion activities
 Purchase with guest account
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7.  Online sales analysist: deliverables, improve
online check out process, reduce clicks
 Designer & copywriter: small images, more
product info, rewrite copy
 Managing Director: proposal
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