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Improving the Ecommerce User Experience Dr Mike Baxter Sales Logiq 14 th  May 2010
What is User Experience?
What is User Experience? ,[object Object],[object Object],The Retailing Promise Presentation & Usability
What is User Experience? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Unexpected causes An attractive female researcher asked male subjects to complete a visual perception test – either on a scary bridge or on a bridge that was not scary. Significantly more of the scary-bridge subjects later contacted the researcher to ask to go out with her. The Mis-attribution of Arousal Paradigm
Unexpected causes An attractive female researcher asked male subjects to complete a visual perception test – either on a scary bridge or on a bridge that was not scary. Significantly more of the scary-bridge subjects later contacted the researcher to ask to go out with her. The Mis-attribution of Arousal Paradigm We do quite a lot of things for reasons we don’t realise!
Too much choice damages sales Barry Schwartz 2004  The Paradox of Choice
Too much choice damages sales Offering customers a  choice of 24 different jams,  rather than 6, reduced purchase commitment by   90% Barry Schwartz 2004  The Paradox of Choice
The customer’s sub-conscious mind ,[object Object],[object Object],[object Object],[object Object],[object Object]
The Blink Test http://www.sanbaldo.com/exp/
 
The Retailing Promise especially important in distance selling ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Webby Awards 2009 Best Home Page Nominee
Webby Awards 2009 Best Home Page Nominee Marketing promise basics: Who am I? What do I offer? Why should you choose me?
Webby  Awards 2010 Best Retail – People’s Voice Winner Who am I? What do I offer? Why should you choose me?
What are the promises? Who do you trust to deliver them? Who am I? What do I offer? Why should you choose me?
Marketing Promise: Landing Pages
Marketing Promise: Landing Pages Who am I? What do I offer? Why should you choose me?
Marketing Promise: Landing Pages ,[object Object],[object Object],[object Object],Who am I? What do I offer? Why should you choose me?
 
Where am I on the site?
How do I find products like this?
The Retailing Promise especially important in distance selling ,[object Object],[object Object],[object Object],[object Object]
Merchandising Promise ,[object Object],[object Object],[object Object],Merchandising promise basics: Where do I find it? What is it? Is it available? What does it cost?
? ? ? Where do I find it?
 
Is it available?
Is it available?
Merchandising Promise ,[object Object]
The Retailing Promise especially important in distance selling ,[object Object],[object Object],[object Object],[object Object]
Payment & Delivery Promise Payment / delivery promise basics: How / when can I get it? How can I pay for it?
Checkout abandonment ,[object Object],...the average online checkout makes customers abandon half of the revenues they are in the process of spending.
Improving the whole checkout ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Isolating the checkout ,[object Object],www.serenatachocolates.com
Checkout steps
Checkout steps ,[object Object],www.beautifulpure.com
Navigation in checkout ,[object Object],[object Object],[object Object],www.gap.com
Persistent summary of checkout information ,[object Object],[object Object],www.comet.co.uk
Avoiding loss of information already entered  www.houseoffraser.co.uk Between the (obligatory) registration and the first step of checkout, House of Fraser ‘forgets’ my information!
Avoiding loss of information already entered  Saving basket contents can increase revenue  (within the bounds of effective stock management)
Stock management & session timing ,[object Object],[object Object],[object Object],www.ticketmaster.co.uk
Stock management & session timing www.dell.com www.jcpenney.com
Form design ,[object Object],[object Object],www.littlewoods.com www.next.co.uk
Form design ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Form design ,[object Object],[object Object]
Form design ,[object Object],[object Object],From Luke Wroblewski
Validation and error-trapping ,[object Object],[object Object],www.tesco.com
Validation and error-trapping ,[object Object],[object Object],[object Object],[object Object]
Calls to action / submit buttons www.jcpenney.com www.marksandspencer.com ,[object Object],[object Object],[object Object],[object Object]
Calls to action / submit buttons ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Trust https://
Fulfillment (of Promises) ,[object Object],[object Object],[object Object]
Measuring customer experience ,[object Object]
 
How do we measure user experience? Customer journey analysis Web analytics
E-commerce: the basics! ,[object Object],[object Object],[object Object],[object Object]
Thank-you ,[object Object],[object Object],[object Object]

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Improving the Ecommerce User Experience: Dr Mike Baxter

  • 1. Improving the Ecommerce User Experience Dr Mike Baxter Sales Logiq 14 th May 2010
  • 2. What is User Experience?
  • 3.
  • 4.
  • 5. Unexpected causes An attractive female researcher asked male subjects to complete a visual perception test – either on a scary bridge or on a bridge that was not scary. Significantly more of the scary-bridge subjects later contacted the researcher to ask to go out with her. The Mis-attribution of Arousal Paradigm
  • 6. Unexpected causes An attractive female researcher asked male subjects to complete a visual perception test – either on a scary bridge or on a bridge that was not scary. Significantly more of the scary-bridge subjects later contacted the researcher to ask to go out with her. The Mis-attribution of Arousal Paradigm We do quite a lot of things for reasons we don’t realise!
  • 7. Too much choice damages sales Barry Schwartz 2004 The Paradox of Choice
  • 8. Too much choice damages sales Offering customers a choice of 24 different jams, rather than 6, reduced purchase commitment by 90% Barry Schwartz 2004 The Paradox of Choice
  • 9.
  • 10. The Blink Test http://www.sanbaldo.com/exp/
  • 11.  
  • 12.
  • 13. Webby Awards 2009 Best Home Page Nominee
  • 14. Webby Awards 2009 Best Home Page Nominee Marketing promise basics: Who am I? What do I offer? Why should you choose me?
  • 15. Webby Awards 2010 Best Retail – People’s Voice Winner Who am I? What do I offer? Why should you choose me?
  • 16. What are the promises? Who do you trust to deliver them? Who am I? What do I offer? Why should you choose me?
  • 18. Marketing Promise: Landing Pages Who am I? What do I offer? Why should you choose me?
  • 19.
  • 20.  
  • 21. Where am I on the site?
  • 22. How do I find products like this?
  • 23.
  • 24.
  • 25. ? ? ? Where do I find it?
  • 26.  
  • 29.
  • 30.
  • 31. Payment & Delivery Promise Payment / delivery promise basics: How / when can I get it? How can I pay for it?
  • 32.
  • 33.
  • 34.
  • 36.
  • 37.
  • 38.
  • 39. Avoiding loss of information already entered www.houseoffraser.co.uk Between the (obligatory) registration and the first step of checkout, House of Fraser ‘forgets’ my information!
  • 40. Avoiding loss of information already entered Saving basket contents can increase revenue (within the bounds of effective stock management)
  • 41.
  • 42. Stock management & session timing www.dell.com www.jcpenney.com
  • 43.
  • 44.
  • 45.
  • 46.
  • 47.
  • 48.
  • 49.
  • 50.
  • 52.
  • 53.
  • 54.  
  • 55. How do we measure user experience? Customer journey analysis Web analytics
  • 56.
  • 57.