devour your competition: building the best (ecommerce) web site in 2013

Devour Your Competition: Building the Best Web Site

Rick Wilson President/COO Miva Merchant

ASD/IMA March 2013 – Las Vegas, Nevada

Devour Your Competition:Building The Best Web Site

New Features That Are Must Haves In 2013

What is the New Normal?

UtilityUsability Desirability

Must Haves Concepts in 2013

Utility• Functional• Easy to Use• Helpful

Usability• Intuitive• Focused• Effective

Communication

Desirability• Seductive• Impressive• Social

More Information: http://www.zurb.com/article/1128/the-3-elements-of-good-design-usability-u

What does this look like?

Utility• Functional

• 2013 Must Have Features

• Easy to Use• Analytics Tools

• Helpful• Product

Comparisons

Usability• Intuitive

• Multi-Device Design

• Focused• Navigation & Search

• Effective Communication

• Optimized Checkouts & Page Direction

Desirability• Seductive

• Enhanced Product Pages

• Community• Social Media & SEO

• Impressive• Product Reviews

USABILITY

• Intuitive• Focused• Effective

Intuitive Usability:Multi-Device Design

• Store interfaces need to be usable as a whole

• Mobile vs. RWD• There is an increasing

demand• *Mobile design is not

for everyone.

Intuitive Usability:Multi-Device Design

Focused Usability:Navigation - Traits

• Functionally Easy to Use• Understandable

Hierarchy• Consistent Location

Example: HealthChemist.co.nz

Focused Usability:Navigation - Features

Breadcrumbs

“Speaking” Block Navigation

Drop Down, Fly-out, & Mega Menus

Focused Usability:Advanced Search

• Emphasize Search• Auto-Complete• Search Facets• Searching Categories• Sorting & Pagination

Options

Example: FirstPlaceParts.com

Effective Usability:Optimized Checkouts

• Optimize the Checkout• Enhancing Checkout

– Mini Basket– Shipping Estimator

• Multiple Step vs. Abbreviated Checkouts Don’t stop with just the checkout.

Contact forms, FAQs, and other important pages should be clear to navigate. Need Help?

Recommended Reading: http://www.mivamerchant.com/blog/a-definitive-guide-to-a-one-page-checkout-for-your-ecommerce-store

UTILITY

• Functional• Easy to Use• Helpful

Functional Utility:Key Features For 2013

• Mini Basket• Shipping Estimator• Smart Breadcrumbs• Category Pagination & Sorting• Category & Product Page Templates

Functional Utility:Other Features To Consider

• Facebook Connect• Social Networking Buttons• Social Commerce• Blog Integration

Easy to Use Utilities:For the Customer

• Category Quickview• AJAX Add to Cart• Notifications after

Actions

Easy to Use Utilities:For the Store Owners

• Monitor Traffic• Track Sales & Conversion Rates• View Customer Checkout Flow• Track Searches• Test new features

Helpful Utility:Helping the Customer

• Product Comparisons• Related Products• Detailed Category

Pages

DESIRABILITY

• Seductive• Community• Impressive

Seductive Desirability:Enhanced Product Pages

- Show Alternate Colors & Views - Product Zoom - Large Image Lightbox

Seductive Desirability:Enhanced Product Pages

Community Desirability:Social Media & Marketing

• Display your social networks• Be an active member in each social

community• Integrate Social Media

Impressive Desirability:Product Reviews

Review

Utility• Functional

• 2013 Keys• Mini Basket• Shipping Estimator

• Easy to Use• A/B Testing• AJAX Add to Cart

• Helpful• Product

Comparison

Usability• Intuitive

• Multi-Device Design• Mobile & Responsive

• Focused• Search

• Facets• Autocompletes

• Effective Communication

• Optimizing Checkouts

Desirability• Seductive

• Enhancing Product Pages

• Quality Images

• Community• Social Media

• Follow on Contact

• Impressive• Product Reviews

Questions

???Email Me: rwilson@mivamerchant.com

Sources• PR8 Update 7 & 8 Overview - http://www.mivamerchant.com/pr8-8-features• Test Early, Test Often - http://uxdesign.smashingmagazine.com/2008/01/31/10-principles-of-effective-web-design/ • Usability, Utility, Desirability - http://www.zurb.com/article/1128/the-3-elements-of-good-design-usability-u • Multi-Screen World - http://services.google.com/fh/files/misc/multiscreenworld_final.pdf • Top 100 Grossing E-Commerce Sites - http://baymard.com/checkout-usability/benchmark/top-100 • Essential E-Commerce Website Features -

http://sixrevisions.com/user-interface/e-commerce-website-features-tips-examples/ • 7 Inspirational Steve Jobs Quotes for Designers -

http://onthecloud.mycroburst.com/7-inspirational-steve-jobs-quotes-for-designers/ • Mobile Websites vs. Responsive Websites -

http://googlemobileads.blogspot.com/2012/07/mobile-websites-vs-responsive-design.html