Recent talk at SMART Retail conference, Belfast 2019. Sharing case studies and best practice from retail. This talk encourages providers to create better online and offline experiences for their customers.
From Jonah McLachlan
UX Designer
eCommerce Returns – The Most Important Things to Consideri95Dev
Returns leave a significant dent in the retailers balance sheet. In this blog, we discuss the important things to consider while managing eCommerce returns.
Did you know return volumes can amount to 10% to 30% of your season’s sales? It's true! Fortunately, you can minimize the impact to your bottom line by learning how to properly manage your returns process.
Keep your customers coming back— despite returns—using the tips we'll share in our upcoming webinar.
Learn how to:
Turn returns into sales
Write a clear return policy that doesn't hurt your sales
Decide if free shipping is right for you
Prevent returns during the sales and shipping processes
Cash in on outstanding credits and gift certificates
eCommerce Returns – The Most Important Things to Consideri95Dev
Returns leave a significant dent in the retailers balance sheet. In this blog, we discuss the important things to consider while managing eCommerce returns.
Did you know return volumes can amount to 10% to 30% of your season’s sales? It's true! Fortunately, you can minimize the impact to your bottom line by learning how to properly manage your returns process.
Keep your customers coming back— despite returns—using the tips we'll share in our upcoming webinar.
Learn how to:
Turn returns into sales
Write a clear return policy that doesn't hurt your sales
Decide if free shipping is right for you
Prevent returns during the sales and shipping processes
Cash in on outstanding credits and gift certificates
A/B Testing has been one of the most commonly used methods for boosting website conversion rates. Many companies tend to use it in a tactical way that gets them some early wins, but pushes them down the path of high volume, low returns testing. This presentation talks about what it takes to transform from a tactical testing approach to a winning optimization strategy.
Discover the insights and tips from Yieldify's breakfast seminar on how to increase your average order value. Includes examples from retailers, travel companies and gaming sites.
The Ultimate Ecommerce Q1 Survival Webinar - NordicsNosto
Explore the season’s 10 most common revenue damaging issues and learn about tried and tested recommendations to deal with them through real-life examples.
How Top Ecommerce Merchants Approach Cart AbandonmentTinuiti
The Q4 Ecommerce Brand Accelerator Virtual Summit
Privy Presents:
Cart abandonment is a top pain point for today’s online merchants. In this webinar, we’ll show you why the way merchants been approaching the problem isn’t working, and discuss how today’s leading ecommerce merchants are rescuing more carts before they even happen.
The Ultimate Ecommerce Q1 Survival Webinar - USNosto
Explore the season’s 10 most common revenue damaging issues and learn about tried and tested recommendations to deal with them through real-life examples.
Two Worlds Collide: Bringing the Category Captain Model to E-commerceMichael Stich
As consumers search for additional savings by expanding the kinds of products they buy online, both suppliers and retailers are rushing into E-commerce. This creates opportunities and challenges for both sides as they decide what to sell online, how to sell with distinction, how to work together…and how to measure success.
Bridge Worldwide will outline best practices in E-commerce today, focusing on the principles and strategies that lead to wins—and defining a new type of retailer/supplier collaboration for those
looking to sell directly to the consumer.
Life cycle marketing for the automotive services industryCatalyst
Whether your goal is to increase ticket size, boost cross-sell, get customers to visit more often, or all the above, an effective life cycle marketing strategy can deliver the competitive difference you want.
What really ends up in the shopping basket isegail
When it comes to those purchases where the consumer has greater freedom of choice, they will spend more time considering their options in the aisles.
This is the major reason why savvy Brand marketers are turning to product packaging design to deliver competitive advantage at the shelf. Discover consumers Needs and Wants
Optimizely Summer School Class 1 - AnalyzeOptimizely
This is class 1 of our Optimizely Summer School. In this class presented by our strategy consultant you will learn:
- How to use analytics to find weaknesses on your website
- How to align these areas for optimization with your company goals
- How to incorporate these goals into a detailed testing plan
This is relevant for:
Digital Marketing
Product Management
User Experience
Web Analytics
E-Commerce
Sign up here for all the remaining classes of this summer:
http://pages.optimizely.com/summer-school-2015.html
Sign up for Optimizely here: https://www.optimizely.com/
A/B Testing has been one of the most commonly used methods for boosting website conversion rates. Many companies tend to use it in a tactical way that gets them some early wins, but pushes them down the path of high volume, low returns testing. This presentation talks about what it takes to transform from a tactical testing approach to a winning optimization strategy.
Discover the insights and tips from Yieldify's breakfast seminar on how to increase your average order value. Includes examples from retailers, travel companies and gaming sites.
The Ultimate Ecommerce Q1 Survival Webinar - NordicsNosto
Explore the season’s 10 most common revenue damaging issues and learn about tried and tested recommendations to deal with them through real-life examples.
How Top Ecommerce Merchants Approach Cart AbandonmentTinuiti
The Q4 Ecommerce Brand Accelerator Virtual Summit
Privy Presents:
Cart abandonment is a top pain point for today’s online merchants. In this webinar, we’ll show you why the way merchants been approaching the problem isn’t working, and discuss how today’s leading ecommerce merchants are rescuing more carts before they even happen.
The Ultimate Ecommerce Q1 Survival Webinar - USNosto
Explore the season’s 10 most common revenue damaging issues and learn about tried and tested recommendations to deal with them through real-life examples.
Two Worlds Collide: Bringing the Category Captain Model to E-commerceMichael Stich
As consumers search for additional savings by expanding the kinds of products they buy online, both suppliers and retailers are rushing into E-commerce. This creates opportunities and challenges for both sides as they decide what to sell online, how to sell with distinction, how to work together…and how to measure success.
Bridge Worldwide will outline best practices in E-commerce today, focusing on the principles and strategies that lead to wins—and defining a new type of retailer/supplier collaboration for those
looking to sell directly to the consumer.
Life cycle marketing for the automotive services industryCatalyst
Whether your goal is to increase ticket size, boost cross-sell, get customers to visit more often, or all the above, an effective life cycle marketing strategy can deliver the competitive difference you want.
What really ends up in the shopping basket isegail
When it comes to those purchases where the consumer has greater freedom of choice, they will spend more time considering their options in the aisles.
This is the major reason why savvy Brand marketers are turning to product packaging design to deliver competitive advantage at the shelf. Discover consumers Needs and Wants
Optimizely Summer School Class 1 - AnalyzeOptimizely
This is class 1 of our Optimizely Summer School. In this class presented by our strategy consultant you will learn:
- How to use analytics to find weaknesses on your website
- How to align these areas for optimization with your company goals
- How to incorporate these goals into a detailed testing plan
This is relevant for:
Digital Marketing
Product Management
User Experience
Web Analytics
E-Commerce
Sign up here for all the remaining classes of this summer:
http://pages.optimizely.com/summer-school-2015.html
Sign up for Optimizely here: https://www.optimizely.com/
Tested conversion optimization tips to increase sales. Hands-on strategies that you can do yourself which include: usability, A/B testing, web analytics and advertising tools, sustained by software vendors’ case studies.
Dovetail usergroup presentation: E-commerce top tips Dovetail Services
A practical workshop that will deliver a range of tips and techniques on ways to improve e-commerce order conversion rates for subscription acquisition and renewal transactions.
How to Define Tech Product Pricing Strategy by Salesforce Sr. PMProduct School
What is the importance of defining your product goal and vision and how pricing directly impacts the behavior of your customers? Learn from this presentation.
Experience Driven eCommerce - Rise To The OccasionWP Engine
Stephan Millies, Principal Product Manager of eCommerce, WP Engine will discuss recent market shifts, which segments are thriving, and how WP Engine eCommerce clients are successfully navigating these uncharted times by adopting a data-driven strategy to activate new channels, promotions and products. What’s worked, what hasn’t and how to apply the insights.
From the eCommerce Summit in Atlanta June 3-4, 2009 where Michael Miller from Fit For Commerce shares ways to identify the right partners and solutions to grow your eCommerce business. Find out more about eCommerce Merchants at http://www.ecmta.org
Marketing in the times of recessions reportIdentity Mena
The ongoing political and economical crackdowns in the Middle East are quite noticeable, in a way that was resulted in slow earnings last year and aggressive meltdown in the 1st quarter of this year.
The black swan theory or theory of black swan events is a metaphor that describes an event that comes as a surprise, has a major effect, and is often inappropriately rationalized after the fact with the benefit of hindsight.
With all the above mentioned situations, it seems as a whole flock of Black Swan events are circling the sky over the trade business and might at some point blot out the sun.
Let’s start where we all agree. Customers have less time. Customers want more convenience. They want to make fewer and shorter journeys to buy and service goods.
7. Date Range | Jan 1 - Nov 1 ‘17
Conversion Rate peaked
at 2.10%
Mobile conversion rate
typically lower
Conversion Rates Over time
Conversion Rates by Device Top Products (Sales)
Avg. Conversion
Rate = 0.88%
8. Date Range | Jan 1 - Nov 1 ‘17
Firefly Purchase Funnel
Product Views
Cart
Checkout
Purchase
319, 220sessions
Did not view product
26.07%
Did not add to cart
95.98%
Checkout Abandonment Rate
35.27%
Viewed a product
73.81%
Started Checkout
1.35%
Made a purchase
0.88%
Added to cart
2.96% Cart Abandonment Rate
58.68%
💰
😢
9. Medical Purchase - Parents/guardians will
often need advice from their therapist to ensure
the product will not hurt or be detrimental to their
child’s development.
Emotional Purchase - More cautious /
meticulous when buying for someone else.
Top concerns are safety, comfort and
emotional benefits for their end-user (child).
Practical Purchase - Parents caring for a
child with a disability are busy & time strapped.
They need a product that can fit their busy
lives (robust, car journeys, cleaning routines
etc.)
Costly Purchase - For many customers, this
product is an expense they cannot afford or
have to save hard for. Often single income
households etc.
International Purchase - Some USA
customers may not be comfortable
purchasing from a UK company.
Potential reasons for barriers / delays to conversion…
10. Medical Purchase - Parents/guardians will
often need advice from their therapist to ensure
the product will not hurt or be detrimental to their
child’s development.
Emotional Purchase - More cautious /
meticulous when buying for someone else.
Top concerns are safety, comfort and
emotional benefits for their end-user (child).
Practical Purchase - Parents caring for a
child with a disability are busy & time strapped.
They need a product that can fit their busy
lives (robust, car journeys, cleaning routines
etc.)
Costly Purchase - For many customers, this
product is an expense they cannot afford or
have to save hard for. Often single income
households etc.
International Purchase - Some USA
customers may not be comfortable
purchasing from a UK company.
Potential reasons for barriers / delays to conversion…
12. 12
Homepage |Recommendations
1. Improve visibility of free worldwide
delivery & returns. E.g. Add banner
below the header
2. Better utilise the space above the
fold for campaigns. Reduce wasted
vertical space above fold move CTA
visibility above fold
3. Clarify what you sell above the fold
e.g. “We create life-changing products
for children Age 1-8 years old with
special needs”
4. Reduce aggressiveness of pop ups
across both desktop / mobile (e.g
remove Newsletter / time in live chat)
Short term
3
Fold
1
3
BLACK FRIDAY
15% OFF
Shop Now
Product 1
Shop GotoSeat
15%
off
13. 13
Selection /Add to cart|Recommendations
Short term
1. Remove Terms & Conditions
barrier to purchase
Remove any reference to UK terminology
(e.g. county-> state, postcode->zipcode).
2. Fix add to cart interaction on
mobile to allow user to close the cart
pop up & continue shopping
3. Add “one size only” to any
items that applies in selection
4. Remove floor sitter content
from selection (see product details
reccomendation)
1
Fold
3
3
2
14.
15.
16. 5%
Implementing our short term recommendations
for Black Friday 2017, increased conversion from
from 0.88% average
20. Site Speed | Evidence of Negative impacts on conversion
83% of users expect a site to load in 3
seconds or less
- WebpageFX Inc, 2017
21. l
Mobile E-commerce Funnel: Shopping funnel (Mobile Traffic | Dec 30 - Jun 30 ’16) Major Conversion Blockers
VitaLiberta.comVitaLiberta.com
vitaliberata.co.uk
23. Comparative analysis
✓ Thumbnails show evidence of rating system
✓ Filter/ Sorting tools are mobile optimised
✓ Footer displays payment/security info
St,Tropez.co.uk
Shop / Product Listing
Josiemaran.co.uk Boots.com
24. Heuristic review with recommendations # Shown on wireframe Functional / content
Shop / Product Listing
Ensure users can see products above the fold: Remove the
‘shop’ text/ image / shop title & reduce size of padding to
Remove chat as it interferes with primary tasks on this page
Reformat filter options for mobile: Implement tray filter as a
modal & reduce the number filter of options
Reduce confusion around sorting options: Reduce the number of
sorting options to ‘Price’ & ‘Ratings’ (high- low/ low-high)
Remove distraction of pagination from the top of the listings
page. Follow best practice mobile E-commerce for loading more
results
Remove distraction of virtual chat
Retain add to basket CTA to allow users who know what they are
buying to buy quicker
Ensure there is adequate add to cart feedback
Display thumbnails in a 2x2 format to allow users to compare
product & prices
Provide evidence of rating on the thumbnail (star system for
consumer guidance/ decision making)
1
3
4
5
2
6
7
25. Lo-Fi Wireframe (As some mobile views are cut off due to length, see accompanying PDF for detailed view)
Shop / Product Listing
1
2 3
4
5
6
7
28. Sliderobes are specialists in fitted sliding wardrobe doors and
storage. They offer customers creative solutions to their storage
problems, with an end-to-end service through design, manufacture
and installation.
Sliderobes
36. You must
believe in the
UX Process
You are
not the
End-User
Let your users
inform
decisions
You must
meet your
user’s goals
Your product is
never
complete.
1. 2. 3. 4. 5.
Let me tell you three stories and then give you some 5 takeaways.
The single most expensive lesson we can learn, is how unlike you are from the customer.
Mother’s and Father’s of beautiful children who need support and care features.
Previously they were used to NHS sponsored products
very industrial.
Not very comfortable
minimum requirements for ergonimics.
Leckey partnered with
key distributers and local therapists
to create wonderful products
Children who can’t walk, play or sit independently.
So what did we do?
2 key questions emerged - >
Q1. 26.07% sessions NOT view a product? Why is this so high?
Q2. 95.98% do not add to cart. Why is this so high?
Legit reasons >>>
Legit reasons why:
Legit reasons why:
Our recommendations based off our heuristic analysis, user testing and GA.
For HOMEPAGE
For PRODUCT PAGE >>>
Turning this into wireframes to test with users.
Worked with partner company Eyekiller to meet the problems of:
Home > Product
Product > Basket
What benefit did this bring?
Started with
The single most expensive lesson we can learn, is how unlike you are from the customer.
Cost of inaction
Can’t we just be happy with that 0.8% conversion rate?
Scared of web design
We don’t understand it
“If it aint broke, don’t fix it”
Everything is connected to emotions:
poor experience = frustration
Bad experience = not joyous customers, but complete loyalty.
Started with
The single most expensive lesson we can learn, is how unlike you are from the customer.
Cost of inaction
Can’t we just be happy with that 0.8% conversion rate?
Scared of web design
We don’t understand it
“If it aint broke, don’t fix it”
Everything is connected to emotions:
poor experience = frustration
Bad experience = not joyous customers, but complete loyalty.
Luxury tanning brand with a large international reach. But the co.uk was struggling.
Every second really does count.
User’s are so impatient and will simply bounce.
These are big conversion blockers.
*ANIMATION*
Why isn’t this page performing? 61% drop off at shop and minor through-traffic.
This shows the important of letting the research data influence the design.
We are removing the guess work from the designer here, and trusting wholly on what the users are telling us.
Recently married. Regularly get told to pick up my clothes.
Describe my storage space.
Don’t tell my wife about this website!
How do you go about boosting your conversion rate?
A - B testing.
When you let data inform your design decisions you have:
A successful product.
confidence in your work.
A benchmark to improve on.
A passion to beat the control!
Lets summarise everything today: