(WS11) Damir Plejić: Frontend za e-commerce
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Transcript of (WS11) Damir Plejić: Frontend za e-commerce
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Front za e-commerce
www.res-pons.net
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"On the Web, usability is a necessary condition for survival. If a website is difficult to use, people leave. If the homepage fails to clearly state what a company offers and what users can do on the site, people leave. If users get lost on a website, they leave. If a website's information is hard to read or doesn't answer users' key questions, they leave. Note a pattern here?"
Jacob Nielsen
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Poslovni model
Portal
1. (A) Pronađi i pregledaj
2. (K) Što dulje
3. (K) Što više pregleda
4. (K) Klikni na oglas
- Odvodi te sa stranica!
5. (R) Dođi po još sadržaja
Webshop
1. (A) Pronađi i pregledaj
2. (K) Kupi!
3. (K) Kupi još
(što nisi namjeravao)
4. Ne napuštaj stranice!
5. (R) Dođi opet i opet kupi
(A)kvizicija - (K)onverzija - (R)etencijaDave Chaffey, PR Smith: Internet marketing (FT, Prantice Hall 2009.)
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ProjektiranjeUser-centred Design (UCD)
Početak: Segmentacijao Demografija
o Namjena
o Geografija
o Browse ili Search
o Stadij odnosa
o Uređaji
Kraj: Testiranjeo Scenariji
o Wireframe-ovi
o Fokus grupe
o Ankete
o Usability testovi
o Heat mape
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Dizajn ili prodaja?
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Zaboravi gut feeling!
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Prekinute kupnje* - top 10
*Shopping Card AbandonmentIstraživanje: Hubspot.com (2010.)
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Košarica
• Mjesto prikupljanja artikala
• Prikaz svih troškova
• Prikaz dostupnosti
• Koje je vrijeme isporuke
• Podaci o sigurnosti
transakcija
• Info o povratu
• Početak ljevka
• Upsell - skuplje iste vrste
• Crossell - srodni proizvodi
• Kodovi / Bonovi
• Pretplata na newsletter
• Jasan put prema
checkoutu
Pitanja kupca
Želje trgovca
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Trajna košarica*
• bazira se na cookie-u
• prati korisnika kroz razdvojene posjete (sessione)
• nema potrebe ponovno ubacivati artikle
• jasno prikazuje kad su dodani artikli
• prikazuje event. promjene (ERP)
• služi i kao wishlista, podjetnik i sl.
• bolja konverzija
*Persistent Shopping Cart
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Registracija – u 2 koraka
• 1. Guest checkout
o Samo najosnovnije - email / password
Follow-up
• 2. Registracija NAKON kupnje – sve već upisao
o Zašto?
ušteda vremena, personalizacija, lista želja,
ekskluzivne ponude, praćenje isporuke narudžbe,
rođendanski reminderi, komentiranje, popusti...
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Checkout - jednosmjerna ulica!
• Je li transakcija sigurna?
• Koje su opcije plaćanja?
• Zašto trebate moj tel. broj?
• Hoće li stići na vrijeme?
• Mogu li nekoga nazvati za
svaki slučaj?
• Nema natrag!
• Enclosed - bez navigacije
• Bez dodatne ponude
• Svi linkovi - popup
• Brzina učitavanja
Pitanja kupca
Želje trgovca
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One-page checkout
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One-page checkout
PRO
• Brza blagajna
• Bez reloada
• Manje odustajanja
• Bolja konverzija
CONTRA
• Složenije > trošak
• Navika korisnika
• Java script
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Ok, je li to sad sve?
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Ono najvažnije ne rješava software
1. Pozicioniranje
2. Povezanost s drugim kanalima
3. Baza proizvoda (atributi, funkcionalnosti)
4. Optimalne kategorije
5. Korisnička podrška
6. Integracija dostave
7. Strategija sadržaja