SlideShare a Scribd company logo
O scurta analiza pe usability asupra
magazinelor online cu target feminin
(fashion, produse copii, cadouri etc)
Usability, Merchandising, Marketing
Lumea SEO PPC #73, 30 mai 2013, Tonka Soul Café, Bucuresti
Prea putin timp alocat intrebarilor?
Ai avut pe lista mai multe intrebari?
Intra online pe ECOMpedia.ro
si pune intrebarea la care vrei raspuns
usability, marketing, seo/ppc, platforme ecommerce
ECOMpedia.ro – un partener “curios” al GPeC
avon.ro
1. Vedeta intareste mesajul comercial
2. Banner comercial cu call-2-action corect
Puterea exemplului
1
Banner comercial ok
2
1. Navigare categorie>subcategorie greoaie, decoratiuni?
2. Titlul categoriei nu este tocmai corect
avon.ro
Navigare defectuoasa
1
Titlul categoriei
2
1. Fetele si-ar dori sa poata vedea modelul floral
2. Nu ma pot intoarce la “decoratiuni”
3. Search-ul intr-o pozitie neconforma cu bunele practici
4. Potrivirea produselor cu titlul casetei
avon.ro
Lipsa zoom detalii
1
Lipsa breadcrumbs
2
Pozitionare search
3
Cross & Up-Sell
4
watchshop.ro
1. Bara cu diferentiatori, USP/UVP bar
2. Banner comercial cu call-2-action corect
USP/UVP Bar
1
Banner comercial ok
2
1. Folosirea cu zgarcenie a culorii de actiune
watchshop.ro
Culoarea de actiune
1
1. Un singur buton de actiune pe pagina, contrast puternic
Un singur CTA pe pagina
1
urbanones.com
urbanones.com
Usability - o scurta analiza pe magazine online cu target feminin
urbanones.com
Fashion cu stil = DA, Mesaje comerciale clare = NU prea
Fashion cu stil = DA, Mesaje comerciale clare = DA
victoriassecret.com
Abonare OK la newsletter
1
Abonare OK la newsletter
2
matar.ro
Filtre pe pagina OK, Sortari de produse NOT OK
Filtre pe pagina OK, Sortari de produse OK
Bara mobila permanenta (float) cu cosul de cumparaturi
zorilestore.ro
Shopping Cart Floating Bar
1
Filtre pe pagina OK, Sortari de produse OK
ottershop.ro
Sortari ale produselor
1
1
Filtre pe pagina OK, Sortari de produse OK
Bara mobila permanenta (float) cu cosul de cumparaturi
Shopping Cart Floating Bar
1
ottershop.ro
Bara de USP/UVP
1
Informare cookies
2
POP-UP Abonare
3
fungift.ro
Contrast scazut
1
fungift.ro
dpap.ro
Toate cele 3 butoan au aceeasi
culoare si marime
1
fungift.ro
Cupon de reducere
1
Calculator livrare
3
Guest checkout
4
Cos prescurtat
2
crystalglamour.ro
Buton suplimentar
1 Buton suplimentar
2
Nu exista cos prescurtat
1
Nu vad elementele de calmare a clientului: testimoniale, sigle
TRUST, social proof
atria.ro
Cos prescurtat
1
Cupon de reducere
2
Buton suplimentar
3
Buton suplimentar
4
Usability - o scurta analiza pe magazine online cu target feminin
Pagina de cautare fara rezultate nu este de niciun folos
utilizatorului…
floria.ro
Pagina de cautare fara rezultate nu este de niciun folos
utilizatorului…
elfbebe.ro
Usability - o scurta analiza pe magazine online cu target feminin
Contrast scazut
1
elfbebe.ro
Si daca copilul meu nu e energic? E mai putin sportiv??
Unde e oferta? Cu ce difera oferta asta de cea a concurentei?
Nu am un adevarat call-2-action aici.
Usability - o scurta analiza pe magazine online cu target feminin
Contrast scazut
1
ilux.ro
Prea putin timp alocat intrebarilor?
Ai avut pe lista mai multe intrebari?
Intra online pe ECOMpedia.ro
si pune intrebarea la care vrei raspuns
usability, marketing, seo/ppc, platforme ecommerce
ECOMpedia.ro – un partener “curios” al GPeC
About Liviu TALOI
• Liviu Taloi was part of the team who worked for the most powerful Romanian online store – eMag.ro
during the first years of existence, where he was a PR Manager for 3 years.
• Since 2005-2006, Taloi founded the company WebAudit specialized in providing consultancy in
electronic-commerce for Romanian online shops. As a consultant, Taloi was practically a Project
Manager for each client, his main activities regarding: analyzing and solving usability and
functionality problems, growing and optimizing conversion rate, testing consumers behavior with
website optimizer tools, administrating all the departments of an online shop and creating online
advertising/marketing campaigns, measuring the return of investment and other KPI’s.
• Together with Andrei Radu, Liviu Taloi developed the methodology and organized the usability tests
for Romanian eCommerce Awards Festival (GPeC) since 2007 until now (first ones held in Romania).
Based on international standards, the purpose of usability tests was to identify main problems faced
by regular users when they are trying to buy something online.
• In the last years, Liviu Taloi offered consultancy to more than 50 Romanian online shops. Most of
them are now leaders on their market niche.
• Except consultancy and running usability tests, Taloi is also a speaker at conferences and e-
commerce workshops, being very appreciated by audience. He also writes articles and market
analysis for different online and printed publications. In 2008, Liviu Taloi was lecturer at the first
Romanian E-Commerce workshop called “iSell” and also he was lecturer at the first Online
workshops called “WebSell” – a series of 7 webinars regarding major problems of an online shop.
• Taloi was part of the team who developed the E-Commerce Study requested by ANCOM
(government agency) in October 2008 and the Romanian E-Commerce Study in 2006 at the request
of MCTI (ministry of IT&C). He repeated the study with private funding in 2010.

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Usability - o scurta analiza pe magazine online cu target feminin

  • 1. O scurta analiza pe usability asupra magazinelor online cu target feminin (fashion, produse copii, cadouri etc) Usability, Merchandising, Marketing Lumea SEO PPC #73, 30 mai 2013, Tonka Soul Café, Bucuresti
  • 2. Prea putin timp alocat intrebarilor? Ai avut pe lista mai multe intrebari? Intra online pe ECOMpedia.ro si pune intrebarea la care vrei raspuns usability, marketing, seo/ppc, platforme ecommerce ECOMpedia.ro – un partener “curios” al GPeC
  • 3. avon.ro 1. Vedeta intareste mesajul comercial 2. Banner comercial cu call-2-action corect Puterea exemplului 1 Banner comercial ok 2
  • 4. 1. Navigare categorie>subcategorie greoaie, decoratiuni? 2. Titlul categoriei nu este tocmai corect avon.ro Navigare defectuoasa 1 Titlul categoriei 2
  • 5. 1. Fetele si-ar dori sa poata vedea modelul floral 2. Nu ma pot intoarce la “decoratiuni” 3. Search-ul intr-o pozitie neconforma cu bunele practici 4. Potrivirea produselor cu titlul casetei avon.ro Lipsa zoom detalii 1 Lipsa breadcrumbs 2 Pozitionare search 3 Cross & Up-Sell 4
  • 6. watchshop.ro 1. Bara cu diferentiatori, USP/UVP bar 2. Banner comercial cu call-2-action corect USP/UVP Bar 1 Banner comercial ok 2
  • 7. 1. Folosirea cu zgarcenie a culorii de actiune watchshop.ro Culoarea de actiune 1
  • 8. 1. Un singur buton de actiune pe pagina, contrast puternic Un singur CTA pe pagina 1 urbanones.com
  • 11. urbanones.com Fashion cu stil = DA, Mesaje comerciale clare = NU prea
  • 12. Fashion cu stil = DA, Mesaje comerciale clare = DA victoriassecret.com
  • 13. Abonare OK la newsletter 1 Abonare OK la newsletter 2
  • 14. matar.ro Filtre pe pagina OK, Sortari de produse NOT OK
  • 15. Filtre pe pagina OK, Sortari de produse OK Bara mobila permanenta (float) cu cosul de cumparaturi zorilestore.ro Shopping Cart Floating Bar 1
  • 16. Filtre pe pagina OK, Sortari de produse OK ottershop.ro Sortari ale produselor 1 1
  • 17. Filtre pe pagina OK, Sortari de produse OK Bara mobila permanenta (float) cu cosul de cumparaturi Shopping Cart Floating Bar 1 ottershop.ro
  • 18. Bara de USP/UVP 1 Informare cookies 2 POP-UP Abonare 3 fungift.ro
  • 20. dpap.ro Toate cele 3 butoan au aceeasi culoare si marime 1
  • 21. fungift.ro Cupon de reducere 1 Calculator livrare 3 Guest checkout 4 Cos prescurtat 2
  • 22. crystalglamour.ro Buton suplimentar 1 Buton suplimentar 2 Nu exista cos prescurtat 1
  • 23. Nu vad elementele de calmare a clientului: testimoniale, sigle TRUST, social proof atria.ro Cos prescurtat 1 Cupon de reducere 2 Buton suplimentar 3 Buton suplimentar 4
  • 25. Pagina de cautare fara rezultate nu este de niciun folos utilizatorului… floria.ro
  • 26. Pagina de cautare fara rezultate nu este de niciun folos utilizatorului… elfbebe.ro
  • 29. elfbebe.ro Si daca copilul meu nu e energic? E mai putin sportiv?? Unde e oferta? Cu ce difera oferta asta de cea a concurentei? Nu am un adevarat call-2-action aici.
  • 32. Prea putin timp alocat intrebarilor? Ai avut pe lista mai multe intrebari? Intra online pe ECOMpedia.ro si pune intrebarea la care vrei raspuns usability, marketing, seo/ppc, platforme ecommerce ECOMpedia.ro – un partener “curios” al GPeC
  • 33. About Liviu TALOI • Liviu Taloi was part of the team who worked for the most powerful Romanian online store – eMag.ro during the first years of existence, where he was a PR Manager for 3 years. • Since 2005-2006, Taloi founded the company WebAudit specialized in providing consultancy in electronic-commerce for Romanian online shops. As a consultant, Taloi was practically a Project Manager for each client, his main activities regarding: analyzing and solving usability and functionality problems, growing and optimizing conversion rate, testing consumers behavior with website optimizer tools, administrating all the departments of an online shop and creating online advertising/marketing campaigns, measuring the return of investment and other KPI’s. • Together with Andrei Radu, Liviu Taloi developed the methodology and organized the usability tests for Romanian eCommerce Awards Festival (GPeC) since 2007 until now (first ones held in Romania). Based on international standards, the purpose of usability tests was to identify main problems faced by regular users when they are trying to buy something online. • In the last years, Liviu Taloi offered consultancy to more than 50 Romanian online shops. Most of them are now leaders on their market niche. • Except consultancy and running usability tests, Taloi is also a speaker at conferences and e- commerce workshops, being very appreciated by audience. He also writes articles and market analysis for different online and printed publications. In 2008, Liviu Taloi was lecturer at the first Romanian E-Commerce workshop called “iSell” and also he was lecturer at the first Online workshops called “WebSell” – a series of 7 webinars regarding major problems of an online shop. • Taloi was part of the team who developed the E-Commerce Study requested by ANCOM (government agency) in October 2008 and the Romanian E-Commerce Study in 2006 at the request of MCTI (ministry of IT&C). He repeated the study with private funding in 2010.