Post on 08-Sep-2014
description
E-commerce User Experience
Better Software ’13 @AntonioVolpon
Croce e Delizia
http://www.flickr.com/photos/kalamakia/3389488552/
1Conversion Rate
Conversion Rate=
Nr. Sales / Nr. Visits
Conversion Rate=
Nr. Sales / Nr. Visits
sales visits conversion
200 5,000 4%
250 5,000 5%
150 2,500 6%
sales visits conversion
200 5,000 4%
250 5,000 5%
150 2,500 6%
sales visits conversion
200 5,000 4%
250 5,000 5%
150 2,500 6%
CONVERSION RATE SPLIT
• Desktop vs. Mobile
• SEM vs. SEO
• Registered vs. Non Registered Users
• UK vs. Italy vs. USA
• Latest Arrivals vs. Sales
Migliorare l’esperienza utente=
Migliorare gli obiettivi business
USER “STORIES”
• Interviews / Surveys / User Diaries / Contextual Analysis
• Usability Testing
• Customer Care Feedbacks
• Social Network Interactions
• Log Inspections
• Analytics Data
Le metriche sono inutili se non si conoscono gli utenti a cui applicarle
2Recommender Systems
12
3
4
56
78
RECOMMENDER SYSTEM SETUP
• Similar products
• Up-selling
• Cross-selling
• Who viewed this also viewed that
• Who bought this also bought that
• Personalized
$1,000,000
Ciascuna ipotesi va verificata
(con gli utenti)
3Checkout process
67.44%average online shopping cart abandonment rate
http://baymard.com/lists/cart-abandonment-rate
Why do online shoppers leave without paying?
1. Presented with unexpected costs
2. I was just browsing
3. Found a better price elsewhere
4. Overall price too expensive
5. Decided against buying
6. Website navigation too complicated
7. Website crashed
8. Process was taking too long
http://www.worldpay.com/corporate/content/worldpay-global-online-shopper-report.pdf
Why do online shoppers leave without paying?
1. Presented with unexpected costs
2. I was just browsing
3. Found a better price elsewhere
4. Overall price too expensive
5. Decided against buying
6. Website navigation too complicated
7. Website crashed
8. Process was taking too long
http://www.worldpay.com/corporate/content/worldpay-global-online-shopper-report.pdf
Why do online shoppers leave without paying?
1. Presented with unexpected costs
2. Website navigation too complicated
3. Process was taking too long
http://www.worldpay.com/corporate/content/worldpay-global-online-shopper-report.pdf
Facilitare l’acquisto, prima di tutto
4Content & Copywriting
“Il risultato è quello di dare giacche ben tagliate, camicie alla moda e capi di maglieria piacevoli e
confortevoli, per uomini dall'aspetto semplice, senza pretese”
“By creating an account at ASOS.com you will be able to shop faster, keep track of the status of your orders and
take part in ASOS Life: CREATE YOUR ACCOUNT”
“We didn’t fundamentally change any functionality or page flows at this point. One thing we did change was
the login screen after lengthy split testing; the changes resulted in a 50% decrease in abandonment of the site
at this page”- James Hart - Director at asos.com
Anche il contenuto è user experience design
5Email
R e s p o n s i v eemail,
oltre che sito
IN A NUTSHELL
• Conversion rate
• Recommender Systems
• Checkout Process
• Content & Copywriting
E-commerce User Experience
antonio@volpon.com @AntonioVolpon