How to optimize your ecommerce store front. Presented by David Henry, VP Digital Media and Marketing Europe of Monster.com during iStrategy London 2010.

1. OPTIMISING YOUR
STORE FRONT

2. 2

3. A job is not just a job.
It comprises 70% of your adult life.
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4. The Popcorn Is Coming.
The Popcorn Is Coming.
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5. 5
Double Click

6. 1. User Centric Design
2. Understanding the user Journey
3. eCommerce Trends
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7. 7

8. Easy and relevant always wins
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Customer tolerance for poor
service and experience is low
• 3 clicks to buy
• 1 strike and you’re out
• Speed is basic expectation
• Simple navigation
• Performance and uptime
The simplest, easiest to use
services drive highest NPS
Exactly three-quarters (75 percent) of respondents
said their sites are converting less than 5 percent of
visitors, while 5.6 percent said their sites convert
between 5 and 10 percent.
11.1 percent said their sites have a conversion rate
that is more than 10 percent. Another 8.3 percent
said they did not know the conversion rates of their
websites.
Survey Practical
Ecommerce July
2010

9. 9

10. A Conceptual Search for a holiday
December but not over Christmas
We want it to be fun for a active 2 year old
We want it to be warm, but not to hot
We would like Childcare
We Like the Sea
I like Sailing
Claire my wife hates all inclusive resorts
We enjoy Dining well
We are working on a Budget
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11. UCD
In broad terms, user-centered design (UCD) or pervasive usability [1] is a design
philosophy and a process in which the needs, wants, and limitations of end users of a
product are given extensive attention at each stage of the design process.
The chief difference from other product design philosophies is that user-centered design
tries to optimize the product around how users can, want, or need to use the product,
rather than forcing the users to change their behaviour to accommodate the product.
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12. Monster thinking…
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13. Looking for a new job is a time of emotional peaks and
valleys. The mood is changeable
Uncertain
Not confident
DiscouragedDaunted
Tired
Reaffirmed Encouraged
Excited
Pessimistic
Optimistic
Anxious Angry

14. Most frequent feelings:
Lack of confidence
Do I have the right skills?
Do I have the right CV?
Am I selling myself in the right way?
What if I don’t fit anything?
Excitement
This may lead to
something good.
It’s a new start… it’s a
chance to improve my life
About the big picture…
How long will this last?
What’s coming next?
What does my future hold?
What do I want to do?
And about the immediate…
Did they get my CV?
Did they read it?
Have they already rejected
me, and I just don’t know it?
Uncertainty
A frustration with many
job sites: you just
don’t know
A concern from
the beginning

15. The tensions of the search:
I want it to be fast and
easy, a minimum of
clicks, nothing tedious
I want it to be able to
filter on multiple
criteria
but
I don’t want to have to
weed through a lot of
irrelevant posts
I don’t want to miss
any good
opportunities
but
I want to make
sure I match
well to a job
I don’t want to be rejected without
being given a chance because I’m
missing just one tick mark
but

16. Underlying segments
Jobseekers begin to sort themselves into several categories:
“Optimistic Aspirers”
They want their next job to excite them,
to represent a positive leap forward,
and they look at the job search more as
an opportunity than as a set-back.
“Easy Riders”
They are annoyed by the search
process, complain about how much
time it takes and how tedious it is, and
want the process to require as little
effort as possible.
“No-Nonsense Career-Builders”
They approach the job search as they
approach projects: with clear goals, to-
do lists, and a desire to get to an
appropriate next job as quickly and
efficiently as possible.
“Lost and Nervous”
They are the most insecure—about
their future, their direction and choices,
their ability to present themselves well,
and whether they’re applying for jobs
they have a chance of getting.

17. Underlying segments
Already, we start to see different wants and needs from job search sites:
“Optimistic Aspirers”
They want their next job to excite them,
to represent a positive leap forward,
and they look at the job search more as
an opportunity than as a set-back.
“Easy Riders”
They are annoyed by the search
process, complain about how much
time it takes and how tedious it is, and
want the process to require as little
effort as possible.
“No-Nonsense Career-Builders”
They approach the job search as they
approach projects: with clear goals, to-
do lists, and a desire to get to an
appropriate next job as quickly and
efficiently as possible.
“Lost and Nervous”
They are the most insecure—about
their future, their direction and choices,
their ability to present themselves well,
and whether they’re applying for jobs
they have a chance of getting.
Suggestions, new ideas, creative search
techniques
Hand-holding, advice, guidance, feedback
Filtering power, detailed information on the
jobs available
“One click” options

18. The best job sites increase efficiency and
reduce uncertainty
Increasing efficiency
• Features that make job seekers feel efficient, enabling them to finding
suitable opportunities quickly and without wasting a lot of time on
tedious processes or irrelevant posts. There is a tension here: job
seekers do not like weeding through irrelevant opportunities, but nor
do they want to miss anything.
Reducing uncertainty
• Mechanisms and services that reduce uncertainty—is their CV
good? Is the job that interests them indeed still open? Did the
employer receive their CV? Are they being considered?

19. MATCH
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20. Moving from Keywords to Concepts
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KEYWORD:
n. a word that serves as a key, as to
the meaning of another word,
sentence, or passage.
Is too literal and limiting
Gives all words equal weighting
Requires tweaking and tuning
(“Director of Corporate Finance” OR “Dir. of
Finance” OR “Director, Finance”) AND ((“GAAP” OR
“SOX” OR “Tax Audit” OR “Revenue Recognition”
OR “SOX 302” OR “SOX 404” OR “Financial Audit”
or “Audit” “or “Financial Disclosure”) NEAR (“to
present” OR “current”)) AND NOT (“White” OR
“White Sox”)
CONCEPT:
n. a general notion or idea.
Captures the ideas behind words
Enables users to perform broad
searches without having to enter
numerous variations of a keyword
Eliminates the need for complex
Boolean logic
Director of Finance

21. Understanding the Importance of Context
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CONTEXT:
n. 1. parts that precede or follow a
word or passage that can
influence its meaning or effect.
2. circumstances or facts that
surround a particular event or
situation.
KEYWORDS:
Do not distinguish between recent
and dated experience.
Do not identify the length of time
using a skill or holding a job.
Do not recognize the difference
between:
Cambridge University
Cambridge Farms
123 Cambridge Avenue
George Cambridge

22. I see relevant people…
Recognize candidate’s breadth and depth
of experience?
Identify job hoppers from long-tenured
employees?
Distinguish “must have” vs. “nice to have”
skills?
Assess context of experience (i.e. 3 months vs.
10 yrs)?
Score a candidate based on recent vs. outdated
skills?
Automatically identify related skills?
Understand the latest industry acronyms?
…At lightning speed?

23. What’s Next/Now for UX
 The more true to life your application looks and behaves,
the easier it is for people to understand how it works and
the more they enjoy using it
 Make sure your virtual views and controls mimic the
behavior of the physical objects and controls they
resemble. Convincing animation heightens people’s
impression of your application as a tangible, physical
realm in which they want to spend time.
 One way to increase the perceived value of your
application is to replicate the look of high-quality or
precious materials. For example, if the effect of wood,
leather, or metal is appropriate in your application, take
the time to make sure the material looks realistic and
valuable.
From “iPad Human Interface Guidelines”

24. What’s Next for UX

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“Just because they can -
does not mean they will…”

26. Technology can lead down a blind alley
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• Sometimes the enablers need to be in place
• Shazam Launched 1999
• Nokia 1100 – best selling phone ever 200m units from 2003
• 2010 – Shazam 50m active users worldwide

27. Focus on product and customer
experience
External Perspectives on the Future of Digital, July 2010 27
Skype
• Instant messaging and VOIP owned by
AIM/AOL since 1997
• Skype now has 560m registered users adding
400k+ per day – mostly in Europe, although
India and South East Asia growing in interest
• In terms of customer usage - #1 use is instant
messaging, followed by voice calls and then
video
• Skype achieves 12% of global international
calling and 40% of skype calling minutes are
video
• $600m+ revenues, $3bn+ valuation
• 12m people are using the Skype iPhone app –
represents 15% of all global iPhones
• Continues to innovate on product: multi-way
video, TV, HDVoice

28. Top Trends to be thinking about…
better still doing
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29. Business Intelligence Meets Business Process
While companies retain a wealth of data, they often lack
the capture tools, analytical processes and personnel
bandwidth to turn this information into actionable
activities.
In 2011, there will be a greater commitment to unleash
the intelligence residing in data banks to create
sophisticated marketing and sales business processes
that provide competitive advantages.
Data Mining http://econsultancy.com/uk/blog/6666-ten-horrifying-display-ad-placements-nsfw
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30. More Social Geo Location
In May this year, Domino's launched a nationwide
promotion on Foursquare that encourages users to
check-in at its outlets.
Any Foursquare user tragic lucky enough to have become
the ‘mayor’ at a Domino’s franchise will be rewarded by a
free pizza once a week as part of the scheme, while
every Foursquare user will receive a free side dish when
spending over £10.
Domino's Pizza has reported a 29% surge in pre-tax
profits to £17.5m, buoyed by a strong performance from
e-commerce sales and attributed its link-up with
Foursquare as key to its recent performance.
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31. Service Everywhere
As consumers utilize an increasing number of communication channels –
from twitter to responding to YouTube videos, their expectations to access
information, express themselves, and receive feedback in an immediate time
frame, poses a complex challenge that e-retailers are beginning to take very
seriously.
Recognise you can’t listen and respond to every conversation
Do Call Centres need to be developed as Customer Experience Centres that
deliver consistent superior “touchpoints” with consumers over a wide
spectrum of communication channels.
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32. Search & Match
Recent research from Searchandise Commerce and
iProspect found that site search, the search engine
located on a retailer's website, is a key element of the
online shopping process. Their survey found 40% of
shoppers use site search to find products on a retailer's
site, whereas only 20% browse the home or landing
page.
Econsultancy's also unearthed dissatisfaction with current
site search functionality and performance. Almost a third
of companies were "quite" or "very" dissatisfied and just
41% "satisfied".
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33. Ecommerce as Entertainment
Imagine holding up your iPhone to a product in a
shop and getting competitive prices, product
information and more overlaid onto the image. Or, to
take it one step further, how about an augmented
reality interactive product catalogue.
Or perhaps more simply an app showing you what
that Sofa would look like in your lounge. Helping you
see if it fits. And matches the curtains.
http://www.youtube.com/watch?v=fhjuZMEJ4-U
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34. Social Gaming
In the United States alone, sales of virtual goods are
expected to hit $1.6 billion this year, according to “Inside
Virtual Goods: The Future of Social Gaming 2010,” a
recent report states More than half those revenues will
come from social games, the rest from online virtual
worlds such as Second Life, IMVU, and Cyworld in Korea.
Worldwide, virtual goods are even bigger, by various
estimates a $3 billion to $6 billion market, dominated by
Chinese companies such as Tencent Holdings.
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35. Understand your consumers
Digital Natives
External Perspectives on the Future of Digital, July 2010 35
A generation of Digital Natives
‘Facebook 2’ yet highest growth
segment of Facebook is now 45-
54!
What I want, when I want it: Sky+
everything
Mobile generation: 4bn active
mobile phones in the world in
2010
Multiple connected synchronous
devices (& data packages)
Always on the grid!

36. Simple and Relevant Always Wins
Thank you for listening
Q&A
@hoorayhenry
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