Ecommerce: Usability & Design Best Practices

Ecommerce: usability & design best practices
Trenton Moss Director
webcredible | customer www.webcredible.co.uk experience design
About Webcredible
Customer experience design agency
Optimise user experience Customers have improved brand experience Increased retention, sales, loyalty, ROI
Reduced attrition, churn, cost of sales
Web | Mobile | Apps | Commerce | Social | Intranet | Application | Cross-channel
36% increase in made-to-order online revenues for Laura Ashley 50% reduction in mobile homepage drop-offs for Macmillan Cancer Support
44% conversion improvement and a 168% uplift in leads for Propertywide 80% increase in hotel 'look-to-book' conversions for Thomson
2
FYI
I promise you that I wont read from the PowerPoint. Personally, I believe that the PowerPoint should complement the presentation, rather than dictate it. In fact, this slide will be the first, last and only slide that I read aloud to you.
Why?
Increased sales Reduced call centre costs Better brand perception
Im finding this extremely difficult to use... I give up!
Thats sooo stupid, why would they do this!?
Under normal circumstances I would have left this website a long time ago.
How am I supposed to buy this I cant find the checkout button!
Can I write down the web address I want to use this site when I get home.
Ah yes, thats really obvious can I keep going?
Yes, this was what I expected to see and its clear what to do next.
That was really simple is that all there is to it?
(Those were all real quotes by the way)
Agenda
True or false? Helping users find products Providing a perfect product page
Crafting an easy checkout
10
True or false?
11
True or false?
True
1. Do whatever Amazon does they're rarely wrong 2. Using adverts will nearly always decrease conversions 3. Reducing the number of clicks will reduce drop-offs 4. Some users are afraid to 'add to basket' as they think it will commit them to a purchase 5. The use of videos will increase conversion rates
False

12
Helping users find products
13

Start
Finish
14

Homepage Product page
Browse
Search
15

Provide intuitive product categories
16
17
18
19

Provide intuitive product categories Set expectations
20
Set expectations
21
Set expectations
22
Set expectations
23
Set expectations
24

Provide intuitive product categories Set expectations Effective search results pages
25
Effective search results pages
26

Provide intuitive product categories Set expectations Effective search results pages Mix browse with search & vice-versa
27
Mix browse with search & vice-versa
28
29
30

Provide intuitive product categories Set expectations Effective search results pages Mix browse with search & vice-versa Building trust
31
Building trust
32
Building trust
33
Building trust
34
Providing a perfect product page
35

Add to basket button
36
Add to basket button
37

Add to basket button Clear price
38
Clear price
39
Clear price
40

Add to basket button Clear price Multiple product views
41
Multiple product views
42
Multiple product views
43

Add to basket button Clear price Multiple product views Link to other products
44
Link to other products
45
46
47
48

Add to basket button Clear price Multiple product views Link to other products Feedback given on add to basket
49
Feedback given on add to basket
50
Feedback given on add to basket
51
52

Provide a visible progress bar
53
Provide a visible progress bar
54

Provide a visible progress bar Allay fears
55
Allay fears
They seem to take security seriously
Ah, thats why they need my email address
I wont have to make an account if I dont want to

56

Provide a visible progress bar Allay fears Provide effective error messages
57
Provide effective error messages
58
Provide effective error messages
59

Provide a visible progress bar Allay fears Provide effective error messages Design out errors in the first place
60
A clever person solves a problem. A wise person avoids it
61
Design out errors in the first place
62

Provide a visible progress bar Allay fears Provide effective error messages Design out errors in the first place Ask for the bare minimum
63
Ask for the bare minimum
64
Ask for the bare minimum

Information requested
Conversion rate
65
Annual ecommerce report

Available for free from Webcredible website 15 leading retailers compared across 15 cross-channel guidelines Coverage by BBC & Retail Week
66
Trenton Moss Director

www.webcredible.co.uk/blog | www.twitter.com/webcredible
67

Ecommerce: Usability & Design Best Practices

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Ecommerce: Usability & Design Best Practices

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Ecommerce: usability & design best practices

Trenton Moss Director

webcredible | customer www.webcredible.co.uk experience design

Reduced attrition, churn, cost of sales

Web | Mobile | Apps | Commerce | Social | Intranet | Application | Cross-channel

webcredible | customer www.webcredible.co.uk experience design

webcredible | customer www.webcredible.co.uk experience design

webcredible | customer www.webcredible.co.uk experience design

webcredible | customer www.webcredible.co.uk experience design

Im finding this extremely difficult to use... I give up!

Thats sooo stupid, why would they do this!?

How am I supposed to buy this I cant find the checkout button!

webcredible | customer www.webcredible.co.uk experience design

Ah yes, thats really obvious can I keep going?

That was really simple is that all there is to it?

webcredible | customer www.webcredible.co.uk experience design

(Those were all real quotes by the way)

webcredible | customer www.webcredible.co.uk experience design

Crafting an easy checkout

webcredible | customer www.webcredible.co.uk experience design

webcredible | customer www.webcredible.co.uk experience design

Helping users find products

webcredible | customer www.webcredible.co.uk experience design

Helping users find products

Helping users find products

webcredible | customer www.webcredible.co.uk experience design

Helping users find products

webcredible | customer www.webcredible.co.uk experience design

Provide intuitive product categories

webcredible | customer www.webcredible.co.uk experience design

Provide intuitive product categories

webcredible | customer www.webcredible.co.uk experience design

Provide intuitive product categories

webcredible | customer www.webcredible.co.uk experience design

Helping users find products

webcredible | customer www.webcredible.co.uk experience design

webcredible | customer www.webcredible.co.uk experience design

webcredible | customer www.webcredible.co.uk experience design

webcredible | customer www.webcredible.co.uk experience design

webcredible | customer www.webcredible.co.uk experience design

Helping users find products

webcredible | customer www.webcredible.co.uk experience design

Effective search results pages

webcredible | customer www.webcredible.co.uk experience design

Helping users find products

webcredible | customer www.webcredible.co.uk experience design

Mix browse with search & vice-versa

webcredible | customer www.webcredible.co.uk experience design

Mix browse with search & vice-versa

webcredible | customer www.webcredible.co.uk experience design

Mix browse with search & vice-versa

webcredible | customer www.webcredible.co.uk experience design

Helping users find products

webcredible | customer www.webcredible.co.uk experience design

webcredible | customer www.webcredible.co.uk experience design

webcredible | customer www.webcredible.co.uk experience design

webcredible | customer www.webcredible.co.uk experience design

Providing a perfect product page

webcredible | customer www.webcredible.co.uk experience design

Providing a perfect product page

webcredible | customer www.webcredible.co.uk experience design

Add to basket button

webcredible | customer www.webcredible.co.uk experience design