e commerce lessons learned - presented by factor
DESCRIPTION
Gary Carlson and Bram Wessel speak on valuable, actionable lessons from e-Commerce engagements and engagements.TRANSCRIPT
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813.702.3331 [email protected]
@factofirm factorfirm.com
Lessons Learned in e-Commerce
UX and TaxonomySeattle IA/UX Meetup 5.13.14
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Some of our e-Commerce engagements...
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Here are the lessons we’ll be talking about:
Lesson 1: Taxonomy is a key element of your brand promise.
Lesson 2: Your customers don’t care about your merchandising taxonomy. Don’t force them to.
Lesson 3: Techniques used to optimize the post-cart funnel usually don’t work for the pre-cart experience.
Lesson 4: Pre-cart findability requires organizational alignment.
Lesson 5: Analytics can be used to answer complex questions -- if you know what to ask and have the tools.
Lesson 6: There’s often a lot of work to do before you can measure ROI.
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Lesson 1: Taxonomy is a key instrument of your brand promise.
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You know your UX is a key instrument of your brand promise. So is your taxonomy.
● It can express brand attributes ● It can expose expertise ● It can demonstrate understanding ● It can articulate a style !When customers use your taxonomy, it’s an act of trust.
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Flatware...?
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Or Silverware?
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Lesson 2: Your customers don’t care about your merchandising taxonomy. Don’t force them to.
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Merchandising vs. Sales
● Same products ● Very different user needs and goals ● User-centered design techniques can
lead to better taxonomies
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Before: navigation reflects merchandising taxonomy
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After: navigation reflects customer needs, goals, and mental models
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Lesson 3: Techniques used to optimize the post-cart funnel usually don’t work for the pre-cart experience.
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Pre vs. Post Cart
● Pre = less well understood ● Post = well understood, mature
Why?
● Pre-cart experiences feature many different styles of shopping: research, inspirational, aspirational, known item, serendipity, etc.
● In post-cart experiences there is goal alignment between seller and buyer.
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How does the means of understanding differ between pre- and post-cart experiences?
Research techniques and conclusions: ● Pre - cart
○ More generative and strategic ○ Qualitative AND quantitative
● Post - cart ○ More evaluative and tactical ○ Mostly quantitative.
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It’s harder than it seems to get customers to a product page.
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Lesson 4: Pre-cart findability requires organizational alignment.
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Pre-cart Findability Requires Organizational Alignment
Organizational alignment is vital.
Experience factors: ● Item groupings ● Ability to zoom in/out ● Teleporting, not pogo-sticking ● Guided nav style (conversational, curated, etc.) ● Must be well-attributed ● Must be well-supported by navigation aids.
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(How can I be sure I’m)Seeing All The Things?
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Lesson 5: Analytics can be used to answer complex questions -- if you know what to ask and have the tools.
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How analytics considerations can drive design and taxonomy management
The Basics: ● Examining Search Logs can tell you a lot.
Beyond the Basics: ● What does it tell us when customers abandon
browse for search? or the reverse? ● Where do guided navigation experiences impact
conversion the most? ● Instrument your site to support the questions your
business is driving you to ask.
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Un-Guided Navigation
Home
Browse
ProductSort Filter
Search
Guided Navigation
Much less likely to see product page.
Sub-CategoryHome Category
Category Sub-category
Category Sub-category Search Results
Search Results
Search Results Product
Product
NOISE
Much more likely to see product page, and thus convert.
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Lesson 6: There’s a lot of work to do before you can measure ROI.
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What to do before you can measure ROI
● Can you plug into standard marketing metrics? ● How do you establish a baseline? ● Conversions vs. CSAT vs. operational efficiency.
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DESIGN AND MODELING OF INFORMATION AND EXPERIENCES
813.702.3331 [email protected]
@factofirm factorfirm.com
THANK YOU!