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

• Email

E-commerce User Experience

antonio@volpon.com @AntonioVolpon