User experience expert Josh Levine, chief experience officer of Ai (Alexander Interactive), gave this presentation at the 2009 Internet Retailer Conference and Expo
Conference Presentation Description:
Closely connected to a great web site design are great navigation and usability. Even the best looking pages will fail to create sales if shoppers can't tell right away how to navigate to the next piece of information they are seeking, how to find alternate products or how to locate the customer service pages. This session will walk retailers through navigation and usability issues, including how to ensure customers find the products they're looking for, how to organize a site so shoppers can move forward and backward easily, how to organize data so customers can compare products, how to streamline checkout to minimize mid-stream dropouts—all implemented within budget constraints.
Round Round Get Around: Making Sure Customers Can Navigate Your Site
1. ’Round, ’round get around: Making sure
customers can navigate your site
Presented by:
josh levine
Co-founder, Chief Creative Officer
Ai - Alexander Interactive
2. about ai
e-commerce strategy, design & development
• Independent, full-service boutique • 5.3 million transactions in 2008
• Founded 2002 • Sites generate over $330 million
• Roster of IR 500 clients • 40 hands-on employees
clients
internet retailer conference | june 2009
3. It’s All About the Customer
User-Centric Architecture
agenda Intuitive Browsing
Sealing the Deal
Key Takeaways
internet retailer conference | june 2009
4. it’s all about the customer
Create a seamless shopping experience by understanding
how they think.
internet retailer conference | june 2009
5. Define your various shopper types &
profiles. Who are they? How do they
shop?
internet retailer conference | june 2009
6. Define your various shopper types &
profiles. Who are they? How do they
shop?
I need a gift What is that, You’d better
I want it now!
for my mom... velvet? match this price.
internet retailer conference | june 2009
8. Don’t skimp on the research
Ask customers what they think
Analyze metrics
Observe behaviors & find patterns
Test like crazy
internet retailer conference | june 2009
9. user-centric architecture
Ensure that your customers find what they’re looking for by
addressing their needs.
internet retailer conference | june 2009
10. Take your product catalog...
internet retailer conference | june 2009
11. Organize into categories that reflect your
customers’ mental models.
internet retailer conference | june 2009
12. Label items clearly with terms familiar to
your shoppers.
football basketball baseball greatness
internet retailer conference | june 2009
13. Think through various shopping paths that
are intuitive to your customer.
Via product type
Via collection
Via customized functionality
Via specialty shops, boutiques
bill buckner & mookie
Via search wilson signed baseball
$129.99
internet retailer conference | june 2009
14. intuitive browsing
Structure your site so all shoppers can browse products
quickly & effectively.
internet retailer conference | june 2009
15. Provide clear browsing paths: Cater to your
customers’ behaviors & needs.
internet retailer conference | june 2009
16. Provide clear browsing paths: Cater to your
customers’ behaviors & needs.
internet retailer conference | june 2009
17. Provide clear browsing paths: Offer customized
product finders to engage shoppers.
internet retailer conference | june 2009
18. Provide clear browsing paths: Reduce page refreshes
with shortcuts.
internet retailer conference | june 2009
19. Provide clear browsing paths: Use breadcrumbs &
“recently viewed items” making it easy to backtrack.
internet retailer conference | june 2009
20. Keep the momentum: Avoid dead-ends on product
pages.
internet retailer conference | june 2009
21. Keep the momentum: Utilize instant “add-to-cart”
confirmations to keep them in browsing mode.
internet retailer conference | june 2009
22. Keep the momentum: Promote relevant upsells
without getting in the way of checkout.
internet retailer conference | june 2009
23. Keep the momentum: Drive shoppers to additional
relevant items.
internet retailer conference | june 2009
24. Keep the momentum: Use clear calls to action
emphasizing trigger words.
internet retailer conference | june 2009
25. Provide control: Allow shoppers to alter display
options to their preferences.
internet retailer conference | june 2009
26. Provide control: Let shoppers compare items
side-by-side.
internet retailer conference | june 2009
27. Provide control: Offer facets for user-defined
browsing.
internet retailer conference | june 2009
28. sealing the deal
Minimize abandonment by focusing on the details.
internet retailer conference | june 2009
29. Offer easy access to help
Provide shipping costs early
Promote trust & security
Make error messages clear & instructive
Don’t require registration
Remove all distractions
internet retailer conference | june 2009
30. key takeaways
internet retailer conference | june 2009
31. It’s all about the customer
Allow them to shop how they want
Keep momentum: avoid dead-ends
Provide tools for comparison & comprehension
Be helpful without being intrusive
Don’t overlook defensive design
internet retailer conference | june 2009