Transcript of 13 Common Mistakes in Webstore Design
13 COMMON MISTAKES IN WEBSTORE DESIGN PRESENTER
YVAN LAMOUREUX PRINCIPAL & CREATIVE STRATEGIST
THE STATE OF RETAIL TODAY
FORESTER RESEARCH REPORT ON E-COMMERCE 2011
• 154 million people in the U.S. make online purchases each year, amounting to $155.2 billion in sales, or approximately $1,000 each.
• 47% of online customers will not buy, or only in exceptional circumstances, unless a product is on promotion.
BOUNCE RATE
SALES RESULTS
MISTAKE #1 NOT PROVIDING
DETAILED PRODUCT INFORMATION
THE FIVE SENSES
PROVIDE DETAIL • Product information
• Proper care instructions
• Brand or design
• Frequently asked questions area (FAQ)
• Use descriptive words
rapha.cc
MISTAKE #2 HIDING CONTACT
INFORMATION
CREDIBILITY
CONFIRM TRUST
www.privatejet.com
MISTAKE #3 A LONG & CONFUSING CHECKOUT PROCESS
TOO MUCH TIME
APPLE’S CHECK OUT PROCESS
OLD
DEC 2009
apple.com/ca/
MISTAKE #4 GETTING THE ORDER
OVER CAPTURING CUSTOMER
INFORMATION
24% E-COMMERCE SITES REQUIRE ACCOUNT REGISTRATION
require registration doesn’t require registration
AN EXTRA STEP TOWARDS A LONG-TERM RELATIONSHIP
amazon.com
MISTAKE #5 THE SEARCH
FUNCTION IS NOT PROVIDING THE
CUSTOMER EXACTLY WHAT THEY’RE LOOKING FOR
NO ADVANCE SEARCH FUNCTION
PARAMETER SEARCH
Momondo elegantly and effectively sticks to the most important input fields, making parameter search user-friendly.
Trulia’s parameter search is a bit more complicated but thoughtfully supported by input hints and prompts. Even more options are hidden under the “More search options” link for advanced users.
momondo.com & trulia.com
FACETED SEARCH
Filtering on Amazon.
The search filtering on Plus+ is a bit more complex but still easy to use. Again, it is supported by input hints and prompts.
amazon.com & plusplus.com
TAGGING PRODUCT
kontain.com & cleartrip.com
MISTAKE #6 NOT CATERING TO
CUSTOMER SERVICE IN AN APPARENT
MANNER
CUSTOMER SERVICE
ORGANIZE YOUR FAQ
lulu.com
MISTAKE #7 HOSTING POOR
QUALITY PRODUCT IMAGES
CUSTOMER SERVICE
electronics.shop.ebay.co.uk
CUSTOMER SERVICE
victorinox .com & bang-olufsen.com/en-CA
MISTAKE #8 THE SHOPPING CART
IS FULL OF HOLES
YOUR CART NEEDS TO SUPPORT YOUR CUSTOMERS HABITS
shopjustice.com
MINI CART FUNCTION
MISTAKE #9 HOSTING RESTRICTIVE
PAYMENT OPTIONS
LIMITED PAYMENT OPTIONS?
MANY PAYMENT CHOICES
bestbuy.com
MISTAKE #10 MISSING REPEAT
PURCHASING OPPORTUNITIES
YOU NEED SECTIONS FOR GROUPING PRODUCTS
jcrew.com & feepeople.com
COORDINATE PRODUCT COMBINATIONS
MISTAKE #11 MISLEADING OR
CONFUSING NAVIGATION
YOU CAN HAVE TOO MUCH NAVIGATION
SIMPLE CATEGORIES
needsupply.com
MISTAKE #12 FOCUSING ON THE SITE
RATHER THAN THE PRODUCT ITSELF
DESIGN IS NOT ART
Kipling.com & spyder.com
SHOWCASE THE PRODUCT & ADD VALUE
MISTAKE #13 NOT
THINKING MOBILE
OPTIMIZED MOBILE SITE
lauraashley.com
GLOBAL MOBILE DATA TRAFFIC
RESPONSIVE DESIGN IS TODAY
WHAT IS NEXT?
CONCLUSION
ARE YOUR READY FOR REPEAT SALES & WEBSTORE DOMINATION