ecommerce: usability & design best practices

8/2/2019 Ecommerce: usability & design best practices

1/67

www.webcredible.co.uk 1

webcredible | customer experience design 1

Ecommerce: usability & designbest practices

Trenton MossDirector


2/67



About Webcredible

36% increase in made-to-order online

revenues for Laura Ashley

50% reduction in mobile homepage

drop-offs for Macmillan Cancer Support

Customer experience design agency

44% conversion improvement and a

168% uplift in leads for Propertywide

80% increase in hotel 'look-to-book'

conversions for Thomson

Increased retention,

sales, loyalty, ROIOptimise user

experience

Customers have

improved brand

experience

Web | Mobile | Apps | Commerce | Social | Intranet | Application | Cross-channel

Reduced attrition,

churn, cost of sales


3/67



FYI

I promise you that I wont read from thePowerPoint. Personally, I believe that the PowerPoint

should complement the presentation, rather than

dictate it. In fact, this slide will be the first, last and

only slide that I read aloud to you.


4/67



Why?

Increased sales

Reduced call centre costs

Better brand perception


5/67




6/67




7/67www.webcredible.co.uk 7webcredible | customer experience design 7

Im finding this

extremely difficult to

use... I give up!

Thats sooo stupid,

why would they do

this!?

Under normalcircumstances I

would have left thiswebsite a long time

ago.

How am I supposedto buy thisI cantfind the checkout

button!



Can I write down the

web address I wantto use this site when I

get home.

Ah yes, thats really

obvious can I keep

going?

Yes, this was what Iexpected to see andits clear what to do

next.

That was really

simple is that allthere is to it?



(Those were all real quotes by the way)



Agenda

True or false?

Helping users find products

Providing a perfect product page

Crafting an easy checkout



True or false?



True or false?

1. Do whatever Amazon does they're

rarely wrong

2. Using adverts will nearly always

decrease conversions3. Reducing the number of clicks will

reduce drop-offs

4. Some users are afraid to 'add to

basket' as they think it will commit

them to a purchase

5. The use of videos will increase

conversion rates

True False




Finish

Start




Browse

Search

Homepage Product page




Provide intuitive product categories





Set expectations





Set expectations

Effective search results pages


27/67

www.webcredible.co.uk 27webcredible | customer experience design 27



Set expectations


Mix browse with search & vice-versa


28/67




29/67




30/67




31/67




Set expectations



Building trust


32/67


Building trust


33/67


Building trust


34/67


Building trust


35/67




36/67



Add to basket button


37/67




38/67




Clear price


39/67


Clear price


40/67


Clear price


41/67




Clear price

Multiple product views


42/67




43/67




44/67




Clear price


Link to other products


45/67




46/67




47/67




48/67




49/67




Clear price



Feedback given on add to basket


50/67




51/67




52/67




53/67



Provide a visible progress bar


54/67




55/67




Allay fears


56/67


Allay fears

They seem to

take securityseriously

Ah, thats why

they need my

email address

I wont have to

make anaccount if I dont

want to


57/67




Allay fears

Provide effective error messages


58/67




59/67




60/67




Allay fears


Design out errors in the first place

A l


61/67


A clever personsolves a problem.

A wise person avoids it


62/67




63/67




Allay fears



Ask for the bare minimum


64/67


Ask for the bare minimum


65/67

l


66/67


Annual ecommerce report

Available for free from

Webcredible website

15 leading retailers

compared across 15

cross-channel guidelines

Coverage by BBC &

Retail Week


67/67

Trenton Moss

Director

www.webcredible.co.uk/blog | www.twitter.com/webcredible

ecommerce: usability & design best practices

Documents