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Transcript of How Many Clicks?
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Table of Contents
Introduction.. 1Research Plan ..2Results .5
Discussion of Results12Recommendations.13
Abstract
The purpose of this report is to explore the best methods to use in e-
commerce in order to increase sales. In order to research website
dynamic, a 5 step plan was conducted that included 1) developing
evaluation criteria, 2) gathering information, 3) comparing several retailers
webpages, 4) analyzing horizontal vs. vertical webpages and 5) analyzing
color in regards to calling attention to the consumer. From my research, I
came up with 3 basic findings: that there is no best layout, horizontal
headers are more effective, and that bright or unusual colors to the
design should be used to call attention. These findings are further
explained in my recommendations for the ultimate e-commerce page.
Following these guidelines will help to better drive sales for your company.
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How Many Clicks? An Analysis of Website
Dynamic to Help Drive Sales
Introduction
Its not about making the store work best for the shopper, its about
making the shopper work for the store. This same concept can be
directly applied to the ever-growing e-commerce sector of the retail
industry. The main purpose of this analytical report is to research the
importance of how webpages are laid out for retailers in order to better
drive sales. I am going to conduct this research report for the E-
Commerce divisions of the retail community, and all those who work
directly with E-commerce.
The main problem of retailers in the present day is the continuation
of the old school retail day, to an ever-expanding 24/7 online presence. In
order to stay relevant, it is of the upmost importance for retailers to make
effective use of the online platform. Far too many retailers do not use this
presence to its full potential, which is a huge problem. As we move into
the future website organization and layout is very important to
understand, and we must continually reevaluate what works and what
doesnt. This report gives a comprehensive overview of what works best
now, and what has not worked in the past. It will also take a peek into the
future of experimental procedures taking place in E-commerce. In the
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end, it is all about driving sales, increasing visibility of hot products and
upholding the branding image of the organization.
To complete this research I am going to analyze several online
retailers, and compare the webpage designs. Another crucial element to
the research is looking at the raw research that has been conducted on
the placement of images, links and headings. Although the details may
be minor, moving an image down 10%, or enlarging it by 10% could make
all the difference in driving sales.
This report includes 4 sections: a) the research plan, b) the results of
the research, c) a discussion of the results, and d) a conclusion and
recommendations to retailers and E-commerce divisions of the retail
community.
Research PlanIn order to find the most effective website structure and dynamic, I
followed a five phase research plan:
Phase 1: Develop Evaluation Criteria
Phase 2: Gather Information
Phase 3: Compare Website Layouts of Several Retailers
Phase 4: Analyze Vertical versus Horizontal Headed Webpages
Phase 5: Analyze the Use of Color in Regards to Attentio
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Phase 1: Develop Evaluation Criteria
In order to make an effective research plan, some main points had
to be chosen in regards to E-commerce and what best drives sales. Those
include:
Website Layout-Retailers use different strategies in regards to laying
out there webpages. Consumer response, and driving sales is
ultimately the most important factor. What makes a website layout
good, and draws the attention of potential buyers.
Direction of Headers-Does the direction of the header matter? Has
horizontal or vertical proven to be the preferred choice because of
effectiveness?
Color Calling Attention-What color strategies do online retailers use
to call to attention important buttons on the page such as add to
cart, buy now, etc.
These criteria were the basis of my evaluation, and will be further
emphasized later in the methodology, and also in the results section of this
report.
Phase 2: Gather Information
Although I am a retail merchandising student, and have briefly
studied E-commerce and its effectiveness in the past, I ultimately had to
search out additional sources in order to complete my research. To do so I
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conceptualized my ideas for research into key topics as explained above,
and therefore was able to use keywords, such as website layout,
effectiveness of color for webpages etc., to search Google.com in
order to find various online sources.
As other sources of information, I used the same key words to find
print sources, such as newspapers and scholastic journals to diversify the
extent of my sources. In addition to this, I conducted a survey of 10
students in my apartment building on their opinions on these topics.
In the end, my search results were enormous and had to be refined
to the best options for this report. I bookmarked several pages, and read
various articles and webpages before ultimately choosing my final
sources for this report.
Phase 3: Compare Website Layouts of Several Retailers
I concentrated on 3 for this section: Caf Evoke, Wear you Belong,
and Starbucks because these companies varied in consumer popularity
and I wanted to get an overall consensus regardless of how well known
the company was.
I found these webpages from an article entitles 50 Responsive
Website Designs. To put this phase into action, I analyzed the
socialdriver.com article findings and I also conducted a survey among 10
people in my apartment building.
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Phase 4: Analyze Vertical versus Horizontal Headed Webpages
To conduct this research, I looked at various webpages. I made a
hypothesis that horizontal webpages were more effective from personal
use. I used my own opinions, friends opinions, as well as online research to
come to my conclusion.
Phase 5: Analyze the Use of Color in Regards to Attention
I explored dozens of retailers, looking at the call-to-attention tactics.
To complete my research, I found various studies that analyzed the effects
of color. These were completed through mainly web searches.
Results of Research
In this section, I will describe the finding of my research in order to
divide the most efficient webpage. I will compare and contrast research
to show the good and the bad to ultimately devise a plan of action for
retailers to use when re-evaluating a new plan for E-commerce in order to
drive better sales.
Result: There is no best layout, but havinga responsive design is what
matters.
Ultimately, the main priority for customers is not how pretty the
design is, but how interactive and evoking it is (social driver).
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Caf Evoke really knows their customers well and have very close
attention to detail on their webpage. The websites navigation is very easy
to use and intuitive (socialdriver). All important aspects are clearly
defined: the logo, social media links, hours and offerings.
The typography used on this webpage blends seamlessly with their
product image, which creates ease for the customer. There is an overall
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comprehensive view and the web page is easy to navigate. You
see what you get in all aspects of design, which helps sales of the product
(socialdriver).
Starbucks is an excellent corporate example of responsive design.
The web design seamlessly transitions from desktop to mobile with a
phone-ready design as well (socialdriver). The navigation is easy to use
and very responsive.
In conducting a survey taken by 10 recipients in my apartment
building, the most standout response for a great webpage was how
interactive it is (A. Griesbach, survey). The overall look did not mater as
much as the ease of use and responsiveness of the page according to
the survey takers.
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Result: Horizontal Navigation bars are more effective
Today, most websites use horizontal navigation which a few
exceptions for minor menus in addition (Uehera). Using a vertical, left
hand side design is out-of-date. The reason that horizontal navigation
trumps vertical is because design should be based on careful content
analysis, horizontal structures better use prime real estate, and creates an
overall simplified look (Lazarus). Consumers need the ability to search and
browse among different categories and products thoroughly and quickly,
so an intuitive navigation system is essential (Moradi).
A vertical navigation bar wastes valuable space that could be used
for other things. Studies show that the left side of a page draws users eyes
more often (Lazarus) and they are better used on selling merchandise, vs.
headlines. Also, if the main headings are continually on the top of the
screen, it allows the consumers to more easily navigate, versus having to
scroll to find a heading
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This website is a prime example of an effective heading. All of the
information is easily accessible, yet the attention is drawn to the mans
name and to the imagery (Conaway).
Result: Vivid Colors such as Red, Orange, and Neons should only be used
to draw attention
One of the most effective tactics to drive sales would be to make
sure that you have an effective call to action (Moth). There is not an
exact formula to deciding what the best call-to action is, but ultimately
tweaking and testing what works best for your retail site is what it takes.
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The call-to action aspect of your page needs to be the most
obvious feature, so it should most definitely be an eye-catching color
(Moth). Reds, oranges and neons are best, but anything that really stands
out on your webpage is ideal.
This image would an example of what you would not want to do
(John Lewis). The grayed out add to basket button is ineffective of
calling attention to the consumer to buy.
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In contrast, Spotifys website is a great example of a call-to-action
(Spotify). The button is vivid, and it explains the sales pitch of signing up
initially for free.
Ultimately, as a retailer even the difference between choosing one
vibrant color vs. the next could better drive sales. It is important to
continually find which call-to-action color is the most appealing to your
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particular target segment (Moth). Experimenting with what works best is
important.
Discussions of ResultsBased on my research, I have come up with three conclusions,
which suggest the steps necessary in order to drive sales online based off
of website dynamic.
Interactive Design is of the Upmost Importance
There is a constant struggle for e-commerce analysts for what
makes the best design for a page. The most important aspect is having
not only a visually appealing page, but also allowing for a level of
interactiveness for the consumer. This should be prevalent on the
platforms of a desktop computer as well as mobile devices.
Horizontal Navigation Bars should be used for Main Headings
In order not to waste prime real estate space on your webpage,
headings should be horizontal on the top. This leaves them easy to
access, but does not distract from the ultimate mission, selling the
product.
You must call to attention important aspects of your webpage
Buy now buttons should always stand out. It is necessary to use a
color that is not commonly used on the page that will grasp the
consumers attention. If you want to call attention to a certainaspect of
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your page, be bold and let other non-important aspects fade into the
background.
RecommendationsIn conclusion, it is important to constantly reevaluate your e-
commerce page and keep up with the latest studies in regards to making
it better. I recommend the following actions:
Make your webpage interactive Use a horizontal header for main headings Use outstanding colors for call-to-attention aspects of your
webpage
If all goes well, the sales of your webpage should increase. The ease and
effectiveness of integrating your e-commerce website with this new
knowledge should be very beneficial to your business
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Works Cited
50 Best Responsive Website Design Examples of 2013. (n.d.). Social Driver.Retrieved December 19, 2013, fromhttp://socialdriver.com/2013/06/50-best-responsive-website-design-
examples-of-2013/
7 Tips for Effective E-commerce. (n.d.).Small Business Ideas and Resourcesfor Entrepreneurs. Retrieved December 20, 2013, fromhttp://www.inc.com/ss/7-tips-for-effective-e-commerce#6
A. Griesbach, Survey to Floco Fusion Residents, December,10 2013
John Lewis | iPads, TVs, Furniture, Fashion & More. (n.d.).John Lewis.
Retrieved December 19, 2013, from http://www.johnlewis.com/
Lazuris, L. (n.d.). Smashing Magazine.The Case Against VerticalNavigation. Retrieved December 19, 2013, fromhttp://www.smashingmagazine.com/2010/01/11/the-case-against-
vertical-navigation/
Moradi, M. (n.d.). Six Revisions. Six Revisions RSS. Retrieved December 20,2013, from http://sixrevisions.com/user-interface/e-commerce-
website-features-tips-examples/
Music for everyone.. (n.d.). - Spotify. Retrieved December 18, 2013, fromhttps://www.spotify.com/
Uehera, J. (n.d.). Vertical Navigation vs. Horizontal Navigation: YourTake?.1stwebdesigner. Retrieved December 19, 2013, fromhttp://www.1stwebdesigner.com/design/side-navigation-for-
websites/
http://www.bibme.org/http://www.bibme.org/http://www.bibme.org/http://www.bibme.org/http://www.bibme.org/http://www.bibme.org/