My presentation about "Happy product pages" in first "Making-Customers-Happy" eCommerce meetup in Barcelona. You have the power to make customers happy: What you do is important. In star wars aproach, this is a light side of the force view of Ecommerce User Experience.

1. Happy Product
Pages
Jordi Rosell
Ecommerce Consultant and Digital Analyst
#happycustomers @jrosell
elnostreraco.com/blog

2. Make Customers Happy
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3. What you do is important
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Reward
Effort
Signal

4. My buying online frustration
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5. Less effort make me happy
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6. “May the Force be with you”
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7. UX research
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Interviews,
feedback &
focus groups
Clickstream analysis
& a/b testing
Email &
onsite surveys
Observation &
user testing
What people do
What people say
How many &
how much
Why &
How

8. What they do, not happiness
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Original design Redesign
Task 1 12 sec. 6 sec.
Task 2 75 sec. 15 sec.
Task 3 9 sec. 8 sec.
Task 4 140 sec. 40 sec.
Satisfaction score 44.75 74.50

9. What they say, not happiness
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10. Happiness
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Emotion = Experience - Expectation

11. Emotions
Frustration
Delight
Concesion
Contentment
Cost higher
than expected
Benefit higher
than expected
Benefit lower
than expected
Cost lower
than expected
+Competent
+Gratitude

12. Respect your customer
Simplicity Contrast Speed Context#happycustomers @jrosell
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13. Simplicity
Time, ability to think & money required shouldn't be greater
than benefits expected at moment the user is on product page
Simplicity Contrast Speed#happycustomers @jrosell
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14. Simplicity
How? Fewer fields & match mental model
Simplicity Contrast Speed#happycustomers @jrosell
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15. Contrast
Perceive, understand & operate
Simplicity Contrast Speed#happycustomers @jrosell
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16. Contrast
How? Color contrast for better accesibility
Simplicity Contrast Speed#happycustomers @jrosell
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17. Page speed
Your product pages should load between 0.10s & 3s
Simplicity Contrast Speed#happycustomers @jrosell
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18. Page speed
How? Test your site and make it faster
Simplicity Contrast Speed#happycustomers @jrosell
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19. Reward your customer
Surprise Anticipation Recognise#happycustomers @jrosell
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20. Surprise Anticipation Recognise#happycustomers @jrosell
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Our brains like to hunt unexpected or unknown information
Surprise

21. Surprise Anticipation Recognise#happycustomers @jrosell
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What benefit I precive i will get from it?
Anticipation

22. Surprise Anticipation Recognise#happycustomers @jrosell
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Self-actualization, esteem, belonging, love, guarantees
Recognise

23. NPS as ”Happiness” measure
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How likely is it that you could recommend [X] to a friend or colleague?
“Very likely” recommend minus “Unlikely” to recommend
percentages is called the Net Promoter Score (NPS)

24. #happycustomers @jrosell
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Reward
Effort
Signal
Simplicity
Contrast
Speed
Surprise
Anticipation
Recognise
Light side

26. #happycustomers @jrosell
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Fear, pain, social rejection
Dark side, your choice

27. “May the Force be with you”
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28. Thank you!
Reference:
@bjfogg
@asterixofficiel
@starwars
@nngroup
@webaim
@LoadImpact
@natzir9
and many others
Jordi Rosell
Ecommerce Consultant and Digital Analyst
Digital Analytics and
Ecommerce optimization
#happycustomers @jrosell
elnostreraco.com/blog