Designing the Perfect E-Commerce Experience
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Transcript of Designing the Perfect E-Commerce Experience
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Designing the PerfectE-Commerce Experience
Alex Metcalf, Senior Usability Analyst
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User experiencework
Web 7.0 tag cloudfolksonomy
syndication platform
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Got a preference?
User experiencework
Web 7.0 tag cloudfolksonomy
syndication platform
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How can I get this?
User experiencework
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user experience fundamentals
of successful e-commerce
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Understand before you act
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Understand before you act
Web analytics?
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Understand before you act
Web analytics
Customer research
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Understand before you act
Web analytics
Customer research
Site strategy
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Get your core journeys right
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Technology supports, not leads
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Apply the right advice
Buy Now!
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Apply the right advice
Buy Now!
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Broaden your user experience work
Usability testing
Usability testing
Usability testing
Usability testing
Usability testing
Usability testing
Usability testing
Usability testing
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Broaden your user experience work
Stakeholder interviews
Online survey
Observation sessions
Focus groups
Customer interviews
Feasibility workshop
Card sorting sessions
SEO planning
Wireframe development
Storyboard design
Template development
Accessibility audit
Research
CMS auditing
Writing for Web training
Usability testing
Content migration
Accessibility checks
Ongoing consultancy
Design Build
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Measure success of your work
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Measure success of your work
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Measure success of your work
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Measure success of your work
Increased conversion rate
Increased page impressions
Increased unique users
Increased satisfaction with site
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Measure success of your work
Increased conversion rate
Increased page impressions
Increased unique users
Increased satisfaction with site
Each one means whatto your site strategy?
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26,000+ cars independently reviewed
4,000+ prices checked each day
1.5m vehicle sales monitored each year
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The challenge
How best to servecar buyers, sellers, owners
Monetisation importance:
Advertising revenues, Parker’s Plus, …
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The process
Identify and analyse key site journeys
Improve, prioritise and rearrange content
Target the links and calls to action
Test a prototype with key audiences, then refine
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The results
User-centric refreshed site
Key elements identified for future development
Importantly, in numbers…
Unique users up 17% year-on-year
Page impressions up 22% year-on-year
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