Inclusive design: la rivoluzione del design per far crescere il conversion rate (anche su Mobile)

Boost your conversion rate
leveraging a design revolution
Inclusive Design

Copyright © 2016 Accenture All rights reserved.
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Omnichannel Digital Manager
Marianna is an Omnichannel Digital Manager
for Accenture Interactive currently involved in
the ecommerce global transformation for one of
the Leading Global Retailers.
Fabrizio Lo Presti Marianna Castellan
UX Manager, Accenture Media Agency
Fabrizio is currently leading the User Experience team at
Accenture Multimedia Agency. Earlier he was a freelance
UX consultant. He began his career as a researcher at the
LUA Laboratorio Usabilità e Accessibilità (usability and
accessibility lab) at La Sapienza University of Rome.
Who are we?
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Today consumer owns multiple devices and moves seamlessly between them
throughout the day.
The devices we choose to use in different moments of the day
is often driven by our context
Context Drives Device Choice
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Concerning mobile we know that…
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Conversion Rate
on mobile
channel
Mobile Commerce
share is
approximately
Infocommerce on Mobile
2 3
1. Monetate
Ecommerce Quarterly
2. Osservatorio Mobile B2c
Strategy Feb 2016
3. eCommerce Forum 2016
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user
experience
ecommerce
website?
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We did and we want to show you the results
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Inclusive design is synthesizing the
greatest number of essential
information in the smallest space
possible to be able to provide to
customers all the useful
information for a specific purchase
moment.
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Retail players and consumer
goods companies
Strong and established brand
awareness market leaders
Top of Mind Products
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Inclusive Design’s objectives
Increase
mobile conversion
rate
Reduce front
end management
complexity
Adapt user
experience to all
consumption
moments
Enlarge customer
base leveraging on
different audiences
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Conversion? It’s all about experience design!
Mobile Conversion Rates Compared to the U.S.
(Benchmarked at 100)
Japan
South Korea
Russia
UK
Germany
U.S.
Netherlands
France
Brazil
Spain
Italy
0 50 100 150 200 250 300 350
UnitedStates=100
The UK has a higher
conversion rate than
other Western countries,
due to better usability
and consumer
experience on mobile
website
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The 3 conversion rate kingdoms
Design for fluid omni-channel
experiences
Inclusive
Design
Leverage on mobile devices
capability
Persuasion
Increase products visibility
Highlight social proof
Increase visibility of
loyalty/discount badges
Smooth
buying
process
Engaging forms
Copy & Trust MarkDisplay the number of users
interested and the cut-off time
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Design for every consumer
in every occasion
Smart Search
Mini-cart always visible

Be Fluid, Be Inclusive!
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Persuasion
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Urgency
Social proof

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Smart search
Support for users
Smooth buying process

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Engaging forms
Easy sign-up
Smooth buying process

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a streamlined path
to conversion, on all devices, as they need
to find what they are looking for quickly.
Leveraging Inclusive Design Techniques,
business can offer consumers
according to the channel.
So?
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THANK YOU
Marianna Castellan
marianna.castellan@accenture.com
Fabrizio Lo Presti
fabrizio.lo.presti@accenture.com

Inclusive design: la rivoluzione del design per far crescere il conversion rate (anche su Mobile)

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